Due to the intense competition and technological advancements in various industries, including businesses with large data platforms that leverage AI technology to analyze customer behavior and needs, there is a growing trend for these companies to enter the financial services industry and compete with traditional banks for market share. Therefore, to maintain the current customer base and attract new clients, banks must adapt to changing market conditions. One effective strategy is implementing Customer Relationship Management (CRM), which helps to develop products and services that meet customer needs, increase sales, and build trust and loyalty. Further details are as follows

• Customer Segmentation (Sub-Segment): To gain a deeper understanding of customer behavior and needs, the Bank has segmented its customer base into distinct groups. These groups include University Customers, Corporate customers who transfer payroll through the Bank (Payroll), small business credit customers (sSME), and wealth customers (Wealth). For each group, the bank has developed a targeted work plan and roadmap to deliver products and services that effectively meet their specific needs.
• Understanding Customer (Customer Insight): After segmenting customers, the Bank focuses on identifying the needs and pain points of each group to develop tailored strategies that meet their expectations. The Bank conducts research to gain deeper customer insights, enabling it to provide products and services that are better suited to each group's unique needs. For instance, the Bank offers customized financial services to civil servants, sSMEs, retail, wholesale, or pharmacy customers, as well as wealth management products and services for its Wealth group. The Bank also organizes seminars to educate small entrepreneurs on financial knowledge, investment, business operations, and building a business in the 4.0 economy era.
• Defining Strategies and Channels for Relationship Building, Customer Care, and Communication: The Bank has developed specific strategies for building relationships and communication with different customer groups. To achieve this, the bank utilizes both traditional and digital channels to provide customer care and communicate with customers. By analyzing the channels that each customer group is most engaged with, the bank tailors its communication approach to offer products and services that match the target customers' preferences.
• Evaluation and Improvement: As customer needs can change over time, the bank regularly evaluates customer satisfaction through direct inquiries and collects feedback from customer caregivers and relationship managers (RMs) who work closely with customers. This valuable information is used to develop and improve products and services, ensuring they better meet the evolving needs of customers.

Krungthai Bank values the feedback of all customers and provides various channels for submitting complaints related to violations of fair customer service (Market Conduct) according to Bank of Thailand criteria, branch staff service, after-sales service and support, issues with Krungthai NEXT applications, Pao Tung, Tung Ngern, and other digital services developed jointly with government and private agencies. Additionally, the Bank addresses problems arising from employee errors and participation in government projects like "Khon La Khrueng" (Let's Go Halves) and "Rao Tiew Duay Kan" (We Travel Together) by following operational manuals and regulations. The Bank has a system for recording complaints and suggestions from customers, as well as a process for handling complaints that includes follow-up to ensure timely resolution. Statistical data on customer complaints are collected and analyzed to improve products and services, and measures are taken to prevent repeated complaints. Customer feedback is used to inform the Bank's operations, and data analytics are used to drive further development.

The Bank has established multiple channels to enable customers to lodge complaints. These channels are divided into three main categories: Official Channels, which include letters addressed to the Bank, emails, the Bank's website, branches and departments, Line Connect WE CARE, and Customer Relations Channels; Unofficial Channels, which encompass social media platforms such as Facebook, Pantip, Twitter, and External Agency Channels such as the Bank of Thailand, the Office of the Prime Minister, the Office of the SEC, the Office of the Insurance Commission, and other media channels.

The Customer Insights team is responsible for receiving and handling customer complaints that are reported directly to them or through branches, departments, or external agencies. Upon receiving a complaint, team members will categorize and group the issue in accordance with the Bank's operating manual. If the team is able to resolve the issue, they will provide an answer and clarification to the customer and close the case. However, if the issue falls outside the team's responsibility, it will be referred to the appropriate unit for further assistance and resolution in accordance with the Bank's complaint resolution process. The team will act as a consultant to the unit and follow up on the issue until a resolution is reached, ensuring adherence to the Bank's complaint resolution process. In January 2022, Krungthai Bank launched the WE CARE project, which allows customers to evaluate their service experience at any branch nationwide by scanning a QR code at the service counter. This new feature not only provides customers with a convenient and fast way to compliment employees or report issues, but also enables branches to promptly address any concerns via ONE Krungthai, a communication platform that utilizes Chatbot technology to answer questions and provide information about the Bank's products and services, including government projects that involve a large number of participants. By leveraging Chatbots to improve efficiency in addressing customer queries, the Bank has increased its customer service coverage from 35% in 2020 to 99% in 2022.

In 2022, customers filed 123,225 complaints, which can be categorized by their receiving channels. The majority of complaints, 108,443 cases (88%), were received through informal channels, such as social media. The Bank's official channels received 14,194 cases (11.52%), and the remaining 588 cases (0.48%) were received through other channels.

In 2022, the Bank received a total of 13 complaints regarding privacy breaches of customer data. Out of these, 11 cases were reported directly to the Bank by customers, and 2 cases were notified to the Bank by the regulator, the Bank of Thailand. The Bank has measures in place to address and remedy any harm caused to customers whose personal data has been breached. Disciplinary action is taken against employees who violate the Bank's regulations, and preventive measures, such as communication and training, are implemented to educate employees on the importance of safeguarding customer data privacy. The Bank also complies with the Personal Data Protection Act B.E. 2562 (2019). In cases where the Bank has investigated and found that the breach of data has caused severe damage, the Bank will notify the Office of the Personal Data Protection Commission. In 2022, the Bank reported a total of 3 cases to the Office of the Personal Data Protection Commission where severe damage was caused.

The Bank's past operations have focused on developing products and services to meet the unique needs of each customer group, as well as taking prompt action to address customer complaints without discrimination. This approach has resulted in consistently high customer satisfaction scores, as reflected in the survey results below