In 2025, Krungthai Bank will focus on driving the organization under the concept of “Corporate Value Creation: Enhancing Skills, Creating Value for the Future.” This will involve enhancing future skills for employees, enabling them to develop skills and capabilities needed to effectively work with technology in the modern world. Krungthai Bank has reviewed our 7 Strategic Focuses from the previous year and restructured into 5 Strategic Focuses for 2025 that are relevant in a domestic and global economic landscape characterized by rapid and radical change. The five strategic focuses are categorized into three key dimensions:

1. Outcomes

A. Unlock disproportionate value from our current ecosystems: Strengthen the X2G2X strategy to create deep linkage across customer segments, including B2B, B2C, G2B, and G2C, and developing a platform that meets the needs of our customers' business partners by offering “Total Solutions.” Additionally, the Bank will integrate products and services of both Krungthai Bank and our subsidiaries, collectively as “ONE Krungthai” approach, creating open cooperation with all partners both government and private agencies to develop products and services that directly address customer needs and truly meet their needs.

B. Launch new growth platforms for the future: Develop new platforms that comprehensively meet customer needs, enhance financial accessibility across all social strata, and offer services beyond traditional banking, such as wealth-tech, virtual banking, and banking-as-a-service. This also includes the development of ESG and sustainability-driven product, enhancing access for grassroots customers, particularly retail customers who are still underbanked. The aim is to connect SME customers with the Digital Economy, fostering collaboration to drive sustainable growth for Thailand's economy. 

2. Enablers

C. Upgrade the way we interact and serve our clients: Introduce new approaches to end-to-end services, making them more modern, fast, secure, and integrated, and implementing Process Digitalization by accelerating the use of data and technology, such as RPA (Robotic Process Automation) and AI, in the Bank’s internal workflows to enhance speed and efficiency. Emphasize the use of databases and technology to their full potential at all organizational levels, enabling the analysis and development of products and services based on a true understanding of customer needs. This approach will offer targeted solutions for both individual and business customers through various channels, especially digital ones, while ensuring effective risk and return management with a focus on quality.

3. Foundation

D. Future proof core technology infrastructure and data capabilities: Continuously enhancing IT infrastructure and digitalization capabilities to modernize the technology framework, ensuring it is modern, secure, safe, stable and efficient. This is to support our commitment to deliver best-in-class products and services, enhance customer trust, and strengthen data analytics capabilities to gain customer insights (Digital Marketing) and offfer personalized banking through various channels.

E. Transform culture and embed new ways of working: Foster courage to change and stay ahead by accelerating the adoption of new ways of working to be agile, flexible, and fast, grounded in the “Fail Fast, Learn Fast” principle. This includes upskilling and reskilling employees to equip them with the new skills needed to succeed in a rapidly evolving environment. These efforts will enable employees to better meet customer needs, deliver an exceptional customer experience, and ensure customer satisfaction, positioning the Bank as their preferred choice. Additionally, the Bank aims to attract and retain top talent, establishing itself as model organization that employees are proud to be part of.