For a sustainable business growth, the Bank gives high priority to customer-centric work plan and together has plans for marketing and for enhancement of corporate identity to be more distinctive. This is aimed at giving clients the experience to acknowledge, feel and perceive the Bank’s being “The Convenience Bank”. In 2011, the Bank will focus on spurring the key targets in three aspects namely:

Convenience Bank

Plan to benchmark Bank’s core products and services in five dimensions namely Product, Process, People, Place and Promotion so as to develop and further enhance the service quality to be comparable with or not inferior to that of peer banks.

Sustainable Growth

Stressing continuous growth under appropriate and efficient risk management with strategic plan for retaining existing customers and expanding to new potential customers with attractive returns on deposits, loans and investments. The Bank target to be the market leader as a Processing Bank, expansion of Cash Management client base to government agencies and private sector, expansion of export-import clients and collaboration with companies in the financial business group in expediting the expansion of non-bank product client base to boost fee income.

Bank for Government

Support government policies and operation by expanding services of Agent Bank, Community Bank and Government Bank Gateway to provide the general public with greater convenience.

Key Projects in 2011

          1. Benchmarking Bank’s Core Services with Peer Banks
          2. Customer Service Level Enhancement and Competitiveness Boosting especially in Bangkok area
          3. Learning Organization
          4. Branding Strategy / Marketing Communication Strategy