Let’s play BANKING!
The citi never sleeps.
CITIBANK
The world’s local bank.
HSBC
A passion to perform.
DEUTSCHE
BANK
We find ways.
BDO
We’ll take you farther.
BPI
You’re in good hands.
METROBANK
Moving forward.
RCBC
Driven with passion.
Powered by e-xcellence.
UNION BANK
Your success is our business.
CHINABANK
Ang Bangkong May
Damdaming Bayan.
LANDBANK
Which bank was not
mentioned?
EASTWEST BANK
What is EastWest Bank’s
tagline?
Your dream.
Our focus.
EAST WEST BANK
A Case on Operations Management
JULY 6, 1994
Filinvest Development Corporation
Created as the Philippines’ 34th
commercial bank
Mission: to become a “world-class
bank anchored on service
excellence”
about eastwest
SEPTEMBER 4, 2009
Merger with AIG PhilAm Savings Bank
6th Largest Credit Card Issuer
6th Largest Provider of Auto Financing
about eastwest
SEPTEMBER 2, 2011
UNIVERSAL BANK STATUS
about eastwest
113 BRANCHES NATIONWIDE
145 ATM TERMINALS
HEADQUARTERS
PBCom
Pasong Tamo
Extension
San Mig
Properties
THE
BEAUFORT
Salustiana Ty
Tower
Hanston
Building
Services
•
•
•
•
Deposits
Bonds
Repo Placement
Safety Deposit
Products
• Consumer Loans
• Commercial Loans
• Electronic Fund
Transfer
(Telegraphic
transfer)
• Philippine Domestic
Dollar Transfer
System (PDDTS)
about eastwest
Departments
Human Resources
Treasury
Credit Card
Customer Relations
about eastwest
Trust
Sales
New Product Development
Internet Banking
Mobile Access
about eastwest
Quality Management
•
New Employee Orientation Program
(NEOP)
• Internal control for branches
 Dual custodian requirement and CCTV
 Training for counterfeit detection and
signature verification
operations overview
Quality Management
•
Branch and employee performance
evaluations
•
DOSRI policy (Directors, Officers,
Shareholders and Related Interests)
operations overview
Flow Management
•
Customer flow
 Queuing system (number system)
 Reserve employees for peak season
• Information flow
 Employee Relations Council (ERC) for
internal complaints
 Local no. and e-mail for interbranch
communication
operations overview
Building Relationships
• Door-to-door
• Saturation of area
• Filter customers applying for new
accounts (pleasant but strict)
operations overview
Sustaining Relationships
Creating customer value:
• Feeling important and valued
• Up-to-date customer information
• Customer needs and wants
• Incentives and promotions
customer relations
management
Sustaining Relationships
For small clients:
• No discrimination
• Valued and taken care of as well
customer relations
management
Sustaining Relationships
Handling requests and complaints:
• Listen
• Allow customers to cool down
• Explain the situation and resolve
• Solving at the branch as much as
possible
• Approval of management
customer relations
management
SWOT Analysis
STRENGTHS:
WEAKNESSES:
•More services
•Updated promos
•Reach out to
customers with a
personal approach
•Strategic locations
•Owned by Filinvest
•Less aggressive
marketing efforts
•Limited appetite for
risk
•Inequality customer
treatment
customer relations
management
SWOT Analysis
OPPORTUNITIES:
THREATS:
• Expansion
•Owned by ChineseFilipinos
•Current tie ups with
schools
•Other established and
trusted banks
•Competitive rates
•Easily shifting
customers
•Investment bank
status
customer relations
management
Recommendations
 Increase number of branches
through mergers and acquisitions
 Focus on establishing relationships
with Filipino-Chinese market
 Tie-up with schools for tuition and
miscellaneous payments
customer relations
management
Recommendations
 Offer competitive rates for valued
clients
 Provide excellent customer service
to build trust and loyalty
 Conduct continuous training for
employees to keep quality service
recommendations
Learnings 
 The main focus of a bank’s
operations is customer relationship
management.
 The banking industry is very
competitive. Being efficient is
not enough.
recommendations
Learnings 
 Banks have to keep up with
customers’ needs and global
trends.
 Excellence in banking requires a
balance between a strong
background in finance and good
communication skills.
recommendations
Learnings 
Banking is like a relationship.
Don’t overpromise.
Keep your feet on the ground.
learnings
EAST
EAST WEST BANK
Your dream. Our focus.
WEST
Thank you.
Cruz.Cua.Cultura.Fonseca.Javier.Kua.Lim.Te.Wong