Why our customers come first
Covid-19 brought unprecedented change but ASB’s customer-first approach helped us to be prepared and respond quickly, says Lohit Kalburgi.
The lockdown exposed what we take for granted, in all aspects of our lives. As our finances began to strain at the sides, for many of us communication with our banks had never been so important; only this time we couldn’t visit our nearest branch. For ASB customers, the bank’s approach to constantly support changing customer needs proved a reassuring guiding light as it quickly swung into action, with the needs of those most reliant on it top of mind. “The first thing we did was work very hard to launch all the government support packages for our customers,” explains Lohit Kalburgi, ASB executive general manager, corporate strategy and customer experience. The bank also established its own financial assistance packages, drew attention to its online financial wellbeing tools, and introduced a priority phone line for its senior customers which has proved so popular it will become a permanent feature, with the age requirement dropping from 70+ to 65+. Branch teams began proactively checking in with their most vulnerable customers and new ways of working, such as video calls, were swiftly introduced and are likely to be retained.
What does customer-centric mean anyway?
A “customer-centric” approach is simply putting the customer first. “Nobody wakes up in the morning thinking ‘I can’t wait to get a mortgage’ or ‘I can’t wait to open a savings account’,” Kalburgi explains. “What customers care about is, ‘I can’t wait to buy that house’ or whatever it is that’s happening in their life. It’s about thinking about what the customer is trying to achieve and how ASB can help.” The best way to find out what customers need, he explains, is to ask them, citing a recent example of the bank’s digital team spending a day at a branch and interviewing customers about the ASB mobile banking app. As customers gave their feedback, a prototype was adjusted so they could see what their suggestions could look like. Small groups of people from different areas of the bank are also regularly brought together to help solve specific customer problems or needs. One example is when they recently were tasked with finding ways to help customers to build up their savings. As a result, the bank’s Save the Change service, where it helps people save by rounding up the change each time they spend, is now conveniently available in the mobile banking app.
The power of feedback
Does ASB really listen to feedback from its customers? You bet, Kalburgi says, in many ways, with even complaints providing valuable information and insight. “Our customer-facing teams are collecting feedback all the time and we have set up ASB Round Table, an online community with over 10,000 customers we consult regularly as we build and design new products. We also listen to customer phone calls to see what customers are calling about and review complaints, because those are all great ways of getting good insight and address issues.” Lohit Kalburgi, ASB executive general manager, corporate strategy and customer experience. “For example, ASB has noticed an increase in customer insurance queries so is building some new capabilities in its app so customers will be able to easily access their insurance products.” And for those who aren’t comfortable speaking to someone about their finances, ASB’s digital assistant, Josie has proven to be popular in testing. “Our customers felt that they could talk to Josie at a time that’s convenient to them without feeling overwhelmed. The plan is for her to help our customers to access information 24/7 in the future.”
To share your feedback with ASB, visit ASB.co.nz
“It’s about thinking about what the customer is trying to achieve and how ASB can help. “Lohit Kalburgi