Customer Relationship Management

Customer Management Policy, Directives and Results

Fubon Financial Holdings pays considerable attention to financial consumer protection and has embraced fair dealing principles as core values and as part of its corporate value system and code of conduct. Compliance training for employees has also been strengthened to increase consumer confidence in the company and to ensure its sustainable development.

Initiatives Unit 2018 Action Plans Results
Fair Dealing Principles Taipei Fubon Bank, Fubon Life, Fubon Insurance, and Fubon Securities
  • Established the Fair Dealing Policy and the Fair Dealing Strategy.
  • Three-hour training sessions on fair dealing principles held on a regular basis.
  • Results of promotion of fair dealing principles discussed at meetings of upper management and reported on regularly to the board of directors.
  • Checks done to see if customer complaints or disputes with consumers involved violations of fair dealing principles.
  • Completed.
Continued to Enhance the Personal Information Protection and Management System Fubon Financial Holdings and its four major subsidiaries
  • Reviewed the adequacy of personal information protection and management guidelines in response to changes of regulations.
  • Personal information protection and management guidelines have been reviewed/amended.
  • Implemented the 2018 personal information protection and management program in order to confirm the tasks and schedules regarding personal information protection for the year.
  • Created the annual plan.
  • Performed personal information protection related tasks based on the process "plan-do-check-act".
  • Completed the tasks according to the annual plan.
Feedback Channels Fubon Life
  • Complaint response team working together, improving the service efficiency.
  • Improvement in overall case response efficiency in FOI (Financial Ombudsman Institution). The percentage of complaint cases handled within 30 days should reach 100%. The percentage of ombudsman cases handled within 10 days should reach 100%.
  • Continued to complaint case study platform.
  • Increase 162 documents, and reach an increase rate of 71.1%.
  • Policyholder feedback and support services.
  • The percentage of support services handled within 14 days should reach 95.6% or higher.
  • Improved complaint response skills.
  • The percentage of support services handled within 14 days should reach 95.6% or higher.
  • Improvement and feedback on services.
  • Completed procedure planning of service issue Improvement and feedback mechanism reported 9 cases of implementation.
Taipei Fubon Bank
  • Continued to provide an instant response mechanism for complaints. Installed a full-time staff to accept and process.
  • Ongoing process.
  • Analyzed customer complaints in a systematic manner.
  • All customer complaints were handled appropriately, and recommendations for improvement were made based on the cases. A total of 14 cases were put on the list to be improved in 2018.
  • Customer complaints cases in 2018 reduced 30%, compared to 2017.
Fubon Insurance
  • Provided a variety of streamlined complaint channels.
  • Local customer service hotlines are listed on the corporate website. A customer service mail box is available to handle customer comments and complaints. A toll free customer service hotline is also available 24 hours a day.
  • Implemented the Fubon Insurance Guidelines on Handling Customer Complaints.
  • Implemented.
Fubon Securities
  • Created a dedicated unit to handle customers' questions and complaints.
  • Ongoing process.
  • Customer complaints are divided by urgency into three groups, and the response time is monitored accordingly.
  • Received 38 customer complaints in 2018.

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Customer Satisfaction

Fubon Financial Holdings continues to enhance the service quality management framework for more efficient collection and management of customer feedback in order to help itself exceed customer expectations. On the whole, customer satisfaction increases every year, which reflects recognition of its customers for Fubon's corporate culture of putting the customer first. Going forward, Fubon will continue to put the customer first and adhere to the values of integrity, sincerity, professionalism and innovation while providing services that are better tailored to meet customer needs and establish Fubon Financial Holdings as the provider of best financial services in the eyes of its customers.

Initiatives Unit 2018 Action Plans Results
Brand Asset Survey Fubon Financial Holdings
  • A brand asset survey is conducted once every two years to get a feel for the status of the Fubon brand and the direction in which it is trending. It also provides an understanding of customer satisfaction with the four subsidiaries’ products and quality of service.
  • Overall satisfaction with Taipei Fubon Bank, Fubon Life, Fubon Insurance and Fubon Securities service was 86.4%.
Conducted Real-time Satisfaction Surveys Taipei Fubon Bank
  • Satisfaction surveys are conducted at points of contact on an ongoing basis. The surveys examine and analyze causes of customer dissatisfaction and provide a basis for process improvement.
  • 9 real-time satisfaction surveys were conducted.The percentage of "better satisfactory" was 94.4%. (The goal is set at 90%)
Conducted Mystery Shopper Evaluation Fubon Life
  • Professional consulting firm commissioned to conduct the survey annually; results used to strengthen the quality of service provided by Fubon Life staff at retail locations and enhance customer satisfaction.
  • Overall average satisfaction was 83.83 points in 2018.
Taipei Fubon Bank
  • To monitor service quality at points of contact from a more comprehensive perspective.
  • More than 1,500 calls to customer service departments and 200 visits to branch outlets were completed during the year, with an average score of 80.63.
Fubon Securities
  • Professional consulting firm commissioned to conduct the survey annually.
  • On-site average score was 80.53, phone service average score was 85.83
Service Satisfaction Surveys of All Major Businesses Fubon Life
  • Surveys done of "Overseas Emergency Services," "Contact offices satisfaction with service center," "Policyholder Telephone Service Hotline".
  • 142 overseas emergency services cases handled with a 100% satisfaction rate (goal was 95%).
  • 100% of contact offices were "satisfied" with service center (goal was 95%).
  • 48,768 customer inquiry satisfaction surveys completed, 99.7% were "satisfied" (goal was 90%).
Taipei Fubon Bank
  • Customer Satisfaction Surveys with Digital Platform.
  • Internet Bank satisfaction at 94.35%; Mobile Bank satisfaction at 89.19%.
Fubon Insurance
  • Continued to improve claim satisfaction and roadside assistance satisfaction.
  • Claim satisfaction was at 97.3%; roadside assistance satisfaction was at 99.3%.
Fubon Securities
  • Continued to conduct the satisfaction survey of new accounts customers.
  • 95.3% of the items were rated "Satisfied or Very satisfied".
Strengthen training to provide more professional service Fubon Securities
  • Strengthened the wealth management expertise of trading agents.
  • Organized investment seminars to help customers manage their portfolios.
  • 97% of trading agents have wealth management licenses, 88% have trust licenses, and 87% have both.
  • Held 66 investment seminars, with nearly 4,400 people participating.

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