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About
Providing better customer experience in mortgage journey using “Di-Sales” and connecting it with home buying journey using “Krungsri Homeloan Connect”.
Innovation presentation
It all began with our so-called "Greyhound" project which was the market research in 2017 on Mortgage customer experiences. The results showed that all commercial banks did not do well on 3 areas in Mortgage journey, which were firstly customers felt that bank staffs were not energetic and had no service-minded, secondly customers felt that bank staffs did not inform them about terms and conditions, expenses, etc. throughout the mortgage process, and lastly customers felt that bank staffs did not follow up about customer applications and statuses. It had made us realized that to win over mortgage customers, we need to improve our customer experience through our bank sales staffs and business partners.
Therefore, we, Mortgage Digitization team, found new value propositions, which were to improve our Mortgage customer journey and connect it with home buying journey. This program was called “Krungsri Digital Homeloan”. We were also the first local bank who could connect Home Buying with Mortgage Journeys and streamline the processes in between. Before we started this program, Mortgage Products of Krungsri bank were at fourth rank in term of market shares and sales volumes. By the end of 2018 the market grew 11%, but our market shares grew 34% and moved us up to the second rank.
Uniqueness of the project
Currently there was no bank in Thailand that could offer online mortgage journey let alone connecting it with home buying journey. We were the first bank in Thailand who could offer new mortgage application submission channel and real-time status update to our property developers and soon to our customers. Also, we could connect our Mortgage Journey with Home Buying Journey.
