NH Investment & Securities "Enhancing Process Value... Customer Satisfaction Needed in Difficult Times"

Established Customer Satisfaction Team directly under WM Business Division Head... Reflects 40% in Salesperson Evaluation

Jung Young-chae, CEO of NH Investment & Securities

[Asia Economy Reporter Kum Boryeong] NH Investment & Securities is strengthening the 'process value' to enhance customer trust.

On the 3rd, NH Investment & Securities announced that it will increase the weight of customer satisfaction surveys included in the evaluation of branches and sales staff from the existing 30% to 40%. Process value focuses on customer satisfaction rather than the traditional performance-centered approach. It assigns value to the entire process aimed at increasing customer satisfaction, from the preparation sales staff make before meeting customers, understanding customer needs, providing optimal solutions, to after-sales service.

To expand process value, the customer satisfaction survey, where customers become the evaluators of branches and sales staff, was introduced for the first time last year. Before fully implementing it this year, the Customer Satisfaction Team was placed directly under Kim Kyungho, head of the WM Business Division. The Customer Satisfaction Team consists of a team leader with experience in customer satisfaction tasks such as branch customer satisfaction surveys, CS monitoring, and mystery shopping, and team members with diverse planning experience including branch strategies in the WM Business Division. They plan to build and apply a survey model that enables sales staff to strengthen their capabilities independently. In particular, efforts are being made to ensure that the customer satisfaction survey is not a simple one-time survey. The results will be tracked and analyzed from various angles, and customer demands based on customer perspectives will be identified and used for decision-making. Through the customer panel system, individual interviews, customer experience groups, in-depth discussions, and free suggestion events will also be held.

The results of the customer satisfaction survey have been reflected by 30% in the evaluation of branches and sales staff since last year. From this year, this proportion will be increased to 40%. The survey will be conducted twice, in the first and second halves of the year, and the results will be used to help strengthen the capabilities of sales staff. The survey targets 37,000 customers selected based on various conditions. Kim, head of the WM Business Division, explained, "We made the evaluation method reasonable so that any customer can participate," and added, "We will continue to develop it further." Based on the accumulated data from the survey, the survey model will be advanced, and various policies for customers will be prepared.

The customer value-centered evaluation system is considered a representative achievement of NH Investment & Securities CEO Jung Young-chae, who took office in 2018. CEO Jung emphasized, "Now, when market uncertainties have increased, the process of explaining the market and customer asset situations to customers and thinking together has become more necessary," and added, "If we stand by customers and think together during difficult times, we will gain their trust."