KB Securities Produces and Distributes 'Customer Message Language Guide'

KB Securities announced on the 20th that it has created a 'Customer Message Language Guide' and distributed it to all KB Securities employees to deliver easy and clear messages centered on customers.

KB Securities developed the Customer Message Language Guide based on three basic principles for smooth communication with customers: writing from the customer's perspective, writing concisely, and writing consistently. Additionally, to provide convenient financial services centered on customers, the guide was created by expressing somewhat unfamiliar financial terms in everyday and familiar language.

The Customer Message Language Guide offers optimized guidelines for each channel communicating with non-face-to-face customers (such as AlimTalk, text messages, app push notifications, emails, etc.). It organizes layouts specialized for each channel type and consistent text, while improving difficult terms or expressions to enhance customer understanding.

In particular, expressions were improved from the customer's perspective so that customers feel they are directly using the service rather than just receiving it. For example, the phrase "account has been closed" is recommended to be replaced with "automatically terminated," and "restricted" with "cannot be used." In addition, redundant expressions and translated sentences were avoided, and unnecessary expressions were removed to focus on enabling customers to understand as easily and quickly as possible.

Furthermore, KB Securities segmented the stages of customers using financial products and services into six steps within the Customer Message Language Guide and introduced a process called 'Tone by Customer Journey.' According to this process, a language guide optimized for each stage?from the point when KB Securities customers become interested in a product, to subscription, usage, and product termination?will be applied to deliver appropriate messages.

Along with this, KB Securities plans to continuously update the language guide to ensure that customer-centered language is consistently applied to channels that interact with non-face-to-face customers, such as push messages and Kakao Alim Service.

Ha Woo-sung, Head of Digital Business Division at KB Securities, said, "Customer messages are delivered through various channels and are especially important communication means and touchpoints for non-face-to-face channel customers," adding, "Our goal is to provide a consistent brand experience from the customer's perspective through messages applying customer-centered language that embodies KB Securities' identity."

Last year, KB Securities also published an 'Easy Language Writing Guide' to provide customer-centered financial content, replacing difficult and abstract financial jargon with everyday language to ensure consistent delivery to customers without entry barriers, and conducted employee training. At the KB Financial Group level, the 'KB Customer Language Guide' was published on the 10th to provide financial services that customers can easily understand.