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Tuesday, 13 November 2007

Bank Islam Malaysia to improve service, It will use UUM survey results as benchmark

KUALA LUMPUR: Bank Islam Malaysia Bhd expects to improve customer service standards for its existing 1.5 million clients besides drawing in new customers based on a Customer Satisfaction Index (CSI) benchmark established by Universiti Utara Malaysia (UUM).

According to corporate affairs and business development general manager Datuk Wan Ismail Wan Yusoh, Bank Islam appointed UUM to carry out surveys at all its 90 branches to obtain customer feedback from April this year before launching its new corporate identity on Aug 21.

“The survey results have assisted Bank Islam tremendously in building the framework and establishing the direction of its corporate rebranding exercise,” Wan Ismail told reporters after signing the memorandum of understanding with UUM Deputy Vice-Chancellor (Academic and International Affairs) Assoc Prof Dr Abdul Razak Chik.

The first phase of the project, involving more than 5,000 respondents, mainly Bank Islam customers, asked customers a standard set of questions on the bank’s products and level of service. It was completed in June.

“As part our efforts to stay competitive after 24 years in operation, we are the pioneers in establishing our own CSI in Malaysia,” Wan Ismail said, adding that Bank Islam had to date spent RM300,000 on the project.
He said the survey results were used to remodel its branch in Shah Alam, which was Bank Islam’s first to be provide electronic banking facilities such as cash and cheque deposit machines and Internet banking.
The other Bank Islam branches are due to be remodelled in stages.
Wan Ismail added that UUM stood to benefit from the joint venture as the institution of higher learning would be have the opportunity to apply its research theories commercially, particularly in the banking sector.

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