Security Bank, The Most Customer-Centric Bank in the Philippines

Security Bank has long been a stalwart in the Philippine banking sector, known for its robust financial services and customer-focused approach. The Bank sets itself apart by focusing on what customers truly need, using their feedback to guide investments in technology and improve services. In 2024, several initiatives have been rolled out, aimed at enhancing the overall customer experience. ​

Understanding and meeting customer needs 

In mid-2024, the Bank deployed an experience management platform to automate feedback collection in several areas including customer onboarding, branch, website, app, and contact center experience. The platform provides a deeper analysis of customer insights that enable the Bank to continuously measure and track impact to improve customer experiences. These quick, informed decisions have resulted in prompt service enhancements that effectively address customer issues. Service levels have been steadily improving across the Bank’s key channels. Data-driven insights have also helped the Bank see trending concerns and address them in real-time.  

Customer first, online and offline 

In 2024, the all-new Security Bank app was launched, promising increased stability, a user-friendly interface, and features like biometric login, real-time transaction alerts, and financial management tools. Driven by customer feedback, the development process prioritized essential features, resulting in an intuitive and efficient app that surpassed the combined total active users of the previous two apps. 

At the branches, customer wait time improved by 9% by understanding how long customers were willing to wait, and which branches need additional manpower to manage wait times and branch traffic. Average wait time on the Bank’s customer service hotline decreased as well. Overall, retail CSAT improved by 3% from last year. 

Further, the Bank’s customer data platform enables more personalized and timely customer engagement. By utilizing data-driven insights, the Bank engages with customers through different touchpoints. This platform has been key to building stronger customer relationships and driving loyalty. 

Fostering a BetterBanking environment 

The Bank is committed to fostering a culture of customer-centricity throughout the organization. This involves rewarding customer-focused behaviors, rebranding work practices to include a customer-first mindset, and raising awareness both internally and externally. By continuing to embed customer-centric values into its corporate culture, the Bank aims to create a more cohesive and customer-focused workforce and set new standards of excellence within the banking industry.