Source:
https://scmp.com/article/666359/hi-tech-haven-hsbc-customers

A hi-tech haven for HSBC customers

Employees at the HSBC branch in Nathan Road, Mong Kok are gearing up for changes that are aimed at enhancing customers' experiences of banking procedures and services.

Curved open counters, shimmering LED screens, hi-tech facilities and zoning for different services create an environment that, according to research, is more in tune with the demands of the modern account holder. All staff members are trained in hospitality skills, team building, technology and on a wide range of products, as part of the company's renovation plans.

'Internal research found that customers tend to feel banks are too traditional and crowded. And they sometimes find the service hours inconvenient,' said Susanna Cheung, head of retail banking for HSBC Hong Kong. 'We have come up with a retail concept that's like a department store. We want to deliver an excellent service to customers.'

The department store concept is made possible by the 54,000sqft branch, which is large enough to accommodate a premiere centre, general banking services, and a commercial service, trade and SME centre, on different floors.

Employees have had to become versed not only in improved customer service practices, but also in navigating customers in a polite, timely and efficient manner towards zones that offer relevant products. Customer service and interpersonal skills were taught over 11/2 days to groups of 20 from all departments ranging from frontline to executives, in a course titled 'Be My Guest'.

Selective technology training covered such things as customer hand-held electronic devices that enable staff to capture customer's transaction data before they reach service counters, electronic panel displays where signatures can be done at service counters, and instant personal identification number (PIN) generators to enable customers to generate and reset PINs. All of these come with hi-tech innovations such as multi-foreign currency and gift check machines.

This professional makeover includes improvements in dress codes, image and body language, for which HSBC called on fashion designers and celebrities to give seminars. The bank has also clinched a deal with an established hair salon to give staff stylish new hairstyles.

'The challenge has been to make sure that everything runs smoothly, with all the hi-tech sophistication of the newly improved service,' said Ms Cheung. 'They not only need to know how to provide these services and execute them effectively. They also need to explain to customers how they work and what the benefits are. Ultimately, it saves filling out forms and everything can be done immediately. Better communication and greetings enable people to work as a team.'

With 300 staff members, from an existing pool and recruited from other branches across various departments, the branch has intensified the need for interpersonal skills that help with interdepartmental communication. This makes team building an integral part of the training, which was conducted by outdoor education organisation Outward Bound in its facility in Sai Kung with games that were played in three groups of 10. It has also done something to improve camaraderie across departments.

'The outward bound training was the most memorable part of the experience,' said Natalie Yung, customer service ambassador for HSBC Premier Centre who recently received training.

'One game was a group ladder and the height of every level was around 0.5 metres. The height of each step increased and the next one was 0.8 metres. Then we had to work in pairs to climb the ladder. This trained our mind and co-ordination, but after the second stage we needed to rely on each other.'

Ms Yung said she didn't expect to receive training on such things as professional image in a bank and it has created value-added experiences that generally enhance work life.

'Even things like improving the tone of one's voice has made a big difference,' said Ms Yung. 'Interacting with friends and daily life communication are good for staff development and such skills are transferable across the industry.'

This initiative is unique to the Mong Kok branch, but improvements have been made in other branches. Two month assessments are taking place since the branch relaunched in August, and the coming months will determine not only the future of the Mong Kok branch but also whether its practices can extend to other HSBC branches.

Top instruction

HSBC provides training programme for employees working at its renovated Mong Kok branch

Staff learn customer services and interpersonal skills during the course

The company invites fashion designers and celebrities to give seminars on image, hair styling and body language

Outward bound training is also included