Hana Bank Expands 'Customer Happiness Program'... Customers Participate in Product Development

Engaging Customers Directly in Product Development and Service Improvement through Experience-Based Advisory Panels
Real-Time Feedback Using AI Techniques to Hear and Reflect Customers' Genuine Voices

[Asia Economy Reporter Song Hwajeong] Hana Bank announced on the 18th that it will expand the implementation of the 'Customer Happiness System,' which actively reflects various customer opinions in product and service development and process improvement.

The revamped Customer Happiness System newly introduces participatory advisory groups that directly participate in product and service improvements based on customer experiences and research, and a 'Customer Experience Real-Time Feedback' method that classifies customer opinions by satisfaction and topic using artificial intelligence (AI) techniques and allows employees to provide real-time feedback on the classified opinions.

The participatory advisory groups consist of ▲ 'University Student Advisory Group BT (Better Tomorrow)' composed of university students to reflect the young voices of the MZ generation (Millennials + Generation Z) ▲ 'Customer Advisory Group' composed of various age groups from their 20s to 50s ▲ 'Employee Advisory Group' that provides real-time feedback on customer opinions, delivering the voices of customers both inside and outside the bank.

In particular, Hana Bank plans to expand the role and scale of the University Student Advisory Group BT, which has been operating since last year, focusing on reflecting the latest MZ generation trends. Representative ideas reflecting the opinions of the University Student BT Advisory Group include improvements to the Hana Million Dollar Account management page, development of a limit on the number of requests in the Aibuja app, webtoon character marketing targeting the MZ generation, and removal of time restrictions on foreign exchange trading 24 hours a day, 365 days a year.

The Customer Experience Real-Time Feedback system is a system that classifies opinions received through customer satisfaction surveys by topic and satisfaction level using AI techniques, and the person in charge listens to the classified opinions the next morning. This facilitates smooth communication of opinions with customers.

A Hana Bank official said, "In the rapidly changing financial environment, we will actively reflect customers' vivid opinions in products and services and strive to improve customer-centered processes, systems, and institutional improvements," adding, "By providing a differentiated experience where customers directly participate beyond just referencing their opinions through communication, we will become Hana Bank, a distinguished CS (Customer Satisfaction) leader where customers are happy."

This content was produced with the assistance of AI translation services.