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203Chairman’s Review – Business Operations ReviewServing The CustomerHigh Conformance Level to Standard Waiting TimeOne of the cornerstones of the Public Bank Group’scustomer service excellence is Public Bank’s QueueManagement System (“QMS”) particularly for front-linecounter service. A Standard Waiting Time (“SWT”) for servingthe customer is 2 minutes which is monitored and effectivelymanaged by the QMS. In 2012, conformance to the 2-minuteSWT was recorded at 78% with more than 26 millioncustomers satisfactorily served over the branch counters.SIRIM CertificationThe customer service delivery standards for the PublicBank’s “Provision of Customer Service at the Front Office”,which include a 2-minute SWT for customers at branchcounter, has been reaffirmed under the ISO 9001:2008standards by SIRIM for a further three years in 2011. Thisis a testament to the Public Bank Group’s unwaveringcommitment to achieve consistently high levels of customerservice delivery standards.Service AmbassadorsPublic Bank has implemented the “Service Ambassadors”initiative across its branch network to provide face-to-faceservice to customers of the Bank who walk into thebranches. Service Ambassadors are trained to assistcustomers on all inquiries on banking matters and attend tocustomers’ feedback and complaints. This process ofattending to customers’ needs also provides first-handfeedback and insights into customers’ preferences andneeds which can then be used to further improve theBank’s services.Uninterrupted Banking ServicesA key aspect of delivering quality customer service is toensure sustainability of resources in both infrastructure andpersonnel which are crucial to support such services. Toensure the delivery of uninterrupted services, the Public BankGroup has put in place a comprehensive Business ContinuityPlan (“BCP”) to ensure seamless delivery of banking servicesin the unlikely event of disasters occurring. “Live” andsimulation exercises are also periodically carried out toensure that the BCP remains effective. The results of suchexercises are reviewed and enhancements are continuouslymade to the BCP, where necessary. This will ensure thecontinued effectiveness of the BCP to provide uninterruptedbanking services to customers when the need arises.Loan Service DeliveryStandard Turnaround TimeSince 2002, Public Bank’s standard operating proceduresfor the “Provision of Customer Service in Loan Delivery” hasbeen certified by SIRIM based on the ISO 9001:2008standards, which covers retail and corporate loans, creditcard, securities documentation and trade financingtransactions. Under the scope of the ISO 9001:2008standards, the Bank has implemented standard operatingprocedures, continuous work process improvement andcompliance with standard turnaround time for processesfrom loan origination to loan disbursement.Customer Feedback SurveyPublic Bank has initiated Customer Feedback surveys togauge its customer satisfaction levels. Feedback receivedfrom these surveys have shown that more than 90% of theBank’s customers were satisfied with the level of its loandelivery services. Notwithstanding the strong feedback, theBank will continue its efforts to ensure total customersatisfaction and improved efficiency by further reducing itsloan delivery turnaround time.