Annual Report 2012 - National Savings Bank

169BRANCHING OUT INTO NEW VENTURESSUSTAINABILITY REVIEWcustomer expectations, we conductsurveys and research on customerbehaviour and customer opinions. Thisinformation is used to improve ourproducts and services.Product and Service LabellingWith the view of ensuring that all SriLankan citizens, regardless of ethnicgroup, are able fully understand andaccess our products and services wemake sure that all our product andservice brochures are in available in allthree languages of Sinhala, Tamil andEnglish. This includes information onproducts, interest rates, maturity periodand contact details.ComplianceThe Bank did not face any instancesof incidents of non-compliance withregulations and voluntary codesconcerning product and serviceinformation and labelling.Practices on CustomerSatisfactionThe Bank conducted surveys on customersatisfaction, customer behaviour andproduct awareness during the year.During the year we conducted aCustomer Satisfaction Survey ascustomer satisfaction is an importantindicator of how a customer feelsabout our Bank and an interpreter ofwork behaviour, such as organisationalcitizenship. Therefore, a customersatisfaction survey was carried out toidentify the level of customer satisfactionwith NSB service. This information willbe used to improve our customer services.The Research Division carried out anexternal Product Awareness research toidentify the level of awareness of NSBproducts among people. The survey wasconducted at the Maharagama YouthCenter, by targeting the seminar heldfor grade ve students on 16th August2012. A customer behaviour study wasconducted which examined the reasonsfor customers withdraw their savingsfrom savings accounts. The study wasconducted at selected branches, duringthe months of August and September.The objective was to reduce savingsextractions by understanding thereasons for withdrawing savings. Aproduct analyses was conducted tomeasure NSB’s product performances.This information will be used to furtherenhance the quality of our productsand services.Other initiatives aimed at customersatisfaction included a study on NSBAccounts Circulation, the Win WinThegi Warusa Campaign, the HapanDeposit Expansion and the NSBAurudu Wasana programmes. Studieswere also done on the performance ofHapan, the children’s savings accountand Sthree, the savings accounttargeting women. A situation reportwas developed on the Hapan accounts.Marketing CommunicationsNSB applies ethical Banking conceptsin all marketing communications andthe following information is alwayspresented in all English, Sinhala andTamil advertisements:NATIONAL SAVINGS BANK . ANNUAL REPORT 2012