Shinhan Bank has been shoring up customer service to live up to its banking philosophy of “compassionate finance” and brand slogan “companionship for a better tomorrow.”

In May, Shinhan launched a customized program to provide customers with products and services tailored to their specific needs.

Having centered its business on customers’ thoughts and actions from the very beginning, the bank continues to pursue change and innovation to meet the diverse needs of customers.

In March, Shinhan became the only bank to introduce a consumer protection index which is reflected in assessing the performance of each branch.

The consumer protection index is a measure of evaluation for how well the sales staff explained product details to consumers, how much effort they made to protect consumer rights and whether they offered guidance on appropriate products from the customer’s perspective rather than the bank’s.

The index takes up a great deal of the Key Performance Index evaluation for executives including the bank’s president.

Through various efforts to improve customer satisfaction, including establishing a consumer protection committee that makes consumer-oriented rules, Shinhan was chosen as this year’s best financial company in consumer protection and was named by the Financial Supervisory Service in March as the bank with the least customer complaints last year.

By Kim So-hyun (sophie@heraldcorp.com)