which is based on the three strategic principles: foster, prevent and change, aims to create the organizational culture of righteousness and good ethics. To reinforce the Bank’s market conduct compliance, we strongly encourage our employees to serve customers fairly and emphasize that they must provide accurate and complete information for customers to make an informed decision and they must not force customers to unwillingly buy products or services. Intensive and continuous training programs and simulation-based practices, as well as post-learning tests, have been conducted. The Bank believes that its attempt to become a role-model of moral organization will help us gain public trust so that we can grow strongly and sustainably.

       In 2020, the Bank took its attempt to comply with the market conduct rules to the next level and focused primarily on ensuring all our employees who engage with customers are aware and have sufficient knowledge about market conduct. The Retail Strategy Product and Segmentation Group joined hands with other relating business units to develop the MC Tool to help our employees to strictly adhere to the sales process that meets the requirements of market conduct rules stipulated by the Bank of Thailand and other regulators (e.g. the Office of Insurance Commission and the Securities and Exchange Commission, Thailand). The MC Tool was build based on Master Sales Process under the “3T Project” which consists of the following:

1. Tool: MC Tool provides assistance and a sales process guideline to ensure that our employees’ sales attempts strictly adhere to the market conduct regulations. The tool also provides access to standard sales documents to ensure that the employees always use the latest-update and standardized sales documents.
   • create and improve master sales process, sales sheet and product catalog
   • improve and standardize housing promotion website
   • revise credit application form, consent form and loan agreement form
   • develop MC Tool to provide a sales process guideline to employees to ensure market conduct compliance
   • update and standardize sales documents, as well as making them easily accessible
2. Train: Local MC Masters, who have been intensively trained in market conduct, are appointed to educate and coach others about market conduct as well as tracking the compliance of market conduct rules in their localities. The MC Masters also set up a model branch for other branches to follow.
   • provide product and market conduct training and conduct role-play exercises for MC Masters and branch employees
   • provide e-Learning and e-Testing on market conduct
3. Track: MC tool usage report is compiled and checked against the daily sales transaction report. The report helps managers and local MC Masters to closely monitor and inspect sales activities in their supervision.
   • check MC Tool usage
   • inspect the actual sales process implemented by employees in real situation by observing them or conducting mystery shopping

       The Bank will continue to closely monitor sales activities and further develop tools to enhance the efficiency of our services to ensure that all our customers are properly and fairly treated in compliance with our market conduct relating policies.

       The Bank ensures transparent and clear communication of its product and service offerings, using straightforward and accessible language. The language used is also inclusive of the disabled and the vulnerable.

       Furthermore, the Bank adopts market conduct principles to prevent and mitigate sexual discrimination against customers and prevent customer mistreatment. In 2021, the Bank’s employees and banking agents were trained in consumer rights, product and service knowledge, and consumer protection policies. For example, a training program for employees of the Bank and Thailand Post Co., Ltd., which is Krungthai’s banking agent, in services such as cross-bank EDC withdrawal and e-KYC for Covid-19 relief schemes via EDC at post offices nationwide.