Let’s play BANKING!. The citi never sleeps. The world’s local bank.

Let’s play BANKING!

The citi never sleeps.

CITIBANK

The world’s local bank.

HSBC

A passion to perform.

DEUTSCHE BANK

We find ways.

BDO

We’ll take you farther.

BPI

You’re in good hands.

METROBANK

Moving forward.

RCBC

Driven with passion.Powered by e-xcellence.

UNION BANK

Your success is our business.

CHINABANK

Ang Bangkong May Damdaming Bayan.

LANDBANK

Which bank was not mentioned?

EASTWEST BANK

What is EastWest Bank’s tagline?

Your dream.Our focus.

EAST WEST BANKA Case on Operations Management

about eastwest

operations overview

customer relations management

learnings

recommendations

JULY 6, 1994Filinvest Development CorporationCreated as the Philippines’ 34th

commercial bankMission: to become a “world-class

bank anchored on service excellence”

about eastwest

operations overview

customer relations management

learnings

recommendations

SEPTEMBER 4, 2009Merger with AIG PhilAm Savings Bank6th Largest Credit Card Issuer6th Largest Provider of Auto Financing

SEPTEMBER 2, 2011UNIVERSAL BANK STATUS

about eastwest

operations overview

customer relations management

learnings

recommendations

113 BRANCHES NATIONWIDE

145 ATM TERMINALS

HEADQUARTERS

about eastwest

operations overview

customer relations management

learnings

recommendations

Pasong Tamo Extension

PBCom

San Mig Properties

Salustiana Ty Tower

Hanston Building

THE BEAUFORT

Services

• Deposits• Bonds• Repo Placement• Safety Deposit

Products• Consumer Loans

• Commercial Loans• Electronic Fund

Transfer (Telegraphic transfer)

• Philippine Domestic Dollar Transfer System (PDDTS)

about eastwest

operations overview

customer relations management

learnings

recommendations

Departments

Human ResourcesTreasury

Trust

Credit Card Customer RelationsSales

about eastwest

operations overview

customer relations management

learnings

recommendations

about eastwest

operations overview

customer relations management

recommendations

learnings

New Product Development

Internet BankingMobile Access

about eastwest

operations overview

customer relations management

recommendations

learnings

• New Employee Orientation Program (NEOP)

• Internal control for branches Dual custodian requirement and CCTV Training for counterfeit detection and

signature verification

Quality Management

about eastwest

operations overview

customer relations management

recommendations

learnings

• Branch and employee performance evaluations

• DOSRI policy (Directors, Officers, Shareholders and Related Interests)

Quality Management

about eastwest

operations overview

customer relations management

recommendations

learnings

• Customer flow Queuing system (number system) Reserve employees for peak season

• Information flow Employee Relations Council (ERC) for

internal complaints Local no. and e-mail for interbranch

communication

Flow Management

Building Relationships about eastwest

operations overview

customer relations management

recommendations

learnings

• Door-to-door• Saturation of area• Filter customers applying for new

accounts (pleasant but strict)

Creating customer value:• Feeling important and valued• Up-to-date customer information• Customer needs and wants• Incentives and promotions

Sustaining Relationships about eastwest

operations overview

customer relations management

recommendations

learnings

For small clients:• No discrimination• Valued and taken care of as well

Sustaining Relationships about eastwest

operations overview

customer relations management

recommendations

learnings

Handling requests and complaints:• Listen• Allow customers to cool down• Explain the situation and resolve• Solving at the branch as much as

possible• Approval of management

Sustaining Relationships about eastwest

operations overview

customer relations management

recommendations

learnings

SWOT Analysis about eastwest

operations overview

recommendations

learnings

STRENGTHS:

•More services•Updated promos•Reach out to customers with a personal approach•Strategic locations•Owned by Filinvest

WEAKNESSES:

•Less aggressive marketing efforts •Limited appetite for risk•Inequality customer treatment

customer relations management

SWOT Analysis about eastwest

operations overview

recommendations

learnings

OPPORTUNITIES:

• Expansion•Owned by Chinese-Filipinos•Current tie ups with schools

THREATS:

•Other established and trusted banks•Competitive rates•Easily shifting customers •Investment bank status

customer relations management

about eastwest

operations overview

customer relations management

recommendations

learnings

Increase number of branches through mergers and acquisitions

Focus on establishing relationships with Filipino-Chinese market

Tie-up with schools for tuition and miscellaneous payments

Recommendations

about eastwest

operations overview

customer relations management

recommendations

learnings

Offer competitive rates for valued clients

Provide excellent customer service to build trust and loyalty

Conduct continuous training for employees to keep quality service

Recommendations

about eastwest

operations overview

customer relations management

recommendations

learnings

Learnings The main focus of a bank’s

operations is customer relationship management.

The banking industry is very competitive. Being efficient isnot enough.

about eastwest

operations overview

customer relations management

recommendations

learnings

Learnings Banks have to keep up with

customers’ needs and global trends.

Excellence in banking requires a balance between a strong background in finance and good communication skills.

about eastwest

operations overview

customer relations management

recommendations

learnings

Learnings

Banking is like a relationship.

Don’t overpromise.Keep your feet on the ground.

WEST

EASTEAST WEST BANK

Your dream. Our focus.

Thank you.Cruz.Cua.Cultura.Fonseca.Javier.Kua.Lim.Te.Wong