An interview with a branch manager of The Krungsi Bank (located in Market Village Mall, downtown city of Hua Hin)

1. Managerial Analysis
KRUNGSRI BANK
An interview to Ms. Soytip & Ms. Chutima
October, 30 2017
Management Theories and Practice
Khổng Mạnh Cường

3. CONTENT
I. Introduction
Organization Background
II. Body
1. Planning
2. Organizing
3. Leading
4. Controlling
5. Innovating
III. Q & A

4. • The firm is a 70 years experienced
financial investment corporate that
operates more than 180 branches
nationwide. Branches provide a full
range of banking services to both
commercial and individual customers
DESCRIPTION

5. Establishment in 1945
Add: 1222 Rama III Road, Bang
Phongphang, Bangkok 10120
Profession: Provide banking services
Tel: +66 (0)2296 2000 dial #1
Email: contact@krungsrisme.co.th
Website: www.krungsri.com
Bank of Ayudhya Public Company Ltd
ABOUT

6. The company trade as SET: [BAY] up
With total equity of 208,768 millions Baht
The Bank is currently the third largest
commercial bank in Thai, in terms of loans
and deposits.
ABOUT

7. Krungsri Leadership Position in
Retail Segment
Personal Loan
(Financial Product)
MARKET SHARE
27%
Credit Card
(Banking Solution)
MARKET SHARE
14%
Auto Hire Purchase
(Financial Assist )
MARKET SHARE
23%
Home Loan
(Financial Product)
MARKET SHARE
9%

8. COMPETITORS

9. AWARDS
• Its professionalism and expertise have
been recognized and applauded,
reflected in theirs winning of a wide
range of awards across categories
ranging from initiative, innovative
solutions, or business practices HRM

10. AWARDS (external)
In 2017, Already receive 3 notable awards
_ Great Workplace Award 13-17
_ Best Marketing Campaign in SEA
_ Best Banking Advertising
_ Online Banking Initiative 2013
_ Product Excellence in Payment
_ Top 50 Investors Relations SEA
_ Consumer Protection Award

11. AWARDS (internal)
_ Asian Corporate Director of 2015
_ Asia’s Best CEO (Investor Relations)
_ Asia’s Best CFO (Investor Relations)
_ Management Excellence Awards 15-17
_ Excellence in Customer Experience

12. Krungsri Interview
Experience

14. • Highly-skilled team of
professionals providing satisfying
products and services, dedicated
to becoming customer’s No.1
preferred financial group
VISION

15. • To be a the most favorite bank in
Hua Hin with entertain attraction,
responsive in meeting needs of
customers and serving community
through sustainability & growths.
MISSION

16. How is planning done?
• Review the daily routine works
• Implement the planning information
and communicate it widely
• Goals & objectives should be SMARTER
• Note deviation from it, redo accordingly
• Evaluate the process and the plan
• Celebrate previous achievements
Ms. Chutima sets 2 meetings, every Monday and
Thursday. And financial report on Friday.

17. • Deposits
• Withdraws
• Attract new
customers
• Promote services
Short-term Long-term
• Personal advice
• Individual talk
• Problem analyze
• Adjust mindset
• Encourage sales
Short and long-term goals?

18. What changes do you expect in
the future?
• “Future, I think at the moment we
are the best so we are not going
to change except for some of the
developments like technological
changes.”
• - Soytip

19. Any comment?
- Attract the customers - treat the customer equal
both local and foreigners- with sincere instinct and
best services at it that we have
- Offering what the customers want/ strategy/ up to
dates information for the customers
Side note: family and friendly types of relationships among
the manager and the employees

20. Insight
Krungsri Interview

21. Divisional Manager
Assistant Manager
Head of Financial Services
(Banking Services)
 Front Desk x 5
 Advisor x 1
Head of Sales
(Marketing/Sales)
 Sale person x 8
2 janitors (shift)
2 security guards (shift)

22. What informal employee groups
exist, if any?
• Golf clubs - sale people
• Real estate agents
• Shopping mall - sale people
• Car dealers
Krungsri is only the office-type business at the
MV branch. There are few sub units. And the
chart is strictly followed.

23. What are the different
departments and sub-units, and
what does each do?
- The reception works about basic
monetary problems.
- The sale attracts customer to know
about Krungsri new services.
- The supervision check performance
and maintain the working temperature.
- The manager deal with great decision.
Krungsri works in a hierarchy of certificates and
skill-levels. Everyone is expert in their field

24. Is decision making centralized or
decentralized?
• “Unity of Command Principles-
Manager is the only person who has
the full authority for decisions
making (sometimes, me and Ms
Soytip might discuss with the
employees in the same table, but it
must be rare occasion. The rest
report to us in daily bases)”
- Chutima

25. Why do you think company/ organization of
yours chose this type of arrangement?
• “It’s fast, convenient and does not
take really time-consuming over
any kind of activity. I just love how
it goes cause since I’ve taken over
the position, nothing happened.”
- Soytip

26. Any comment?
Krungsri MV is a small company. It does not
have bias to be a decreasing performance
company. It does believe in short term, follow
everything around that. And it does not have
much to control on.
EXCEPT
Sales

27. Krungsri Interview
Reward

28. Who are the persons the inspire and
motivate the employees to do a good job?
Extrinsic reward- actually the manager said that!

29. How do the managers motivate their
employees? What are the leadership styles
used by the managers?
“If an employee achieve more than
what is targeted to reach, he/she gets
extra money for working more.
Employees are motivated by cash
which is rewarded in front everyone.”
- Chutima

30. (Sale persons)
• Able to establish
connections
• Attract new
customers
• Hard work
Most motivated Least motivated
Which is the most and
least motivated?
(everyone)
• Unable to make
connections
• Stay in one place
• Less work-load
• Not creative

31. Any comment?
Acquired Needs Theory
1) Need for achievement – I need to excel at tasks
2) Need for affiliation – I need close relationships
3) Need for power – I need to control others
Job design
1) Traditional way – fitting people to job
2) Job Enrichment – building into a job such motivating factors as
responsibility, achievement, recognition
Task identity and Feedback

32. Krungsri Interview
Strategy

33. What are Commonly Controlled?
1) Profitability standards
2) Market share and market position standards
3) Productivity standards (outputs/inputs)
4) Quality standards
5) Personnel development standards
6) Social responsibility standards
Ms. Chutima sets 2 meetings every Monday and
Thursday. And financial report on Friday.
What does the company control?
(for example: sales level, cost levels,
product quality, service quality, etc.)

34. How’s controlling done?
• Line group is how the manager and the
employee mostly communicate through
• If an employee achieve more than what is
targeted to reach, he/she gets extra money
for working more
Always let employees know that you want to
supervising them so they need to maintain
performance all the time.

35. “The Balanced Scorecard” – gives manager a
comprehensive view of the organization via 4 indicators:
1) Financial perspective – how to look to shareholders
2) Customer perspective – how do customers see us
3) Internal business perspective – at what must we excel
4) Innovation and learning perspective – can we
continue to improve and create value

37. What are the standards
that the company follows?
The first step to control performance is to
give employees clear targets and objectives
so the manager can check if the employees
meet the targets or not. For instance, in one
week, sale people have to contact at least
180 household.
Always let employees know that you want to
supervising them.

38. What are the standards
that the company follows?
Our Human Resources Group is the key
facilitator in creating such a highly engaged
and empowered workplace. Krungsri P R I D E
is one of the key mechanisms for achieving
this goal.
All employees have their own individual
development plan based on their career path.

39. What methods are used to
measure actual performance?
• There are 5 methods
• Depend on different sub-units
 360-Degree Feedback
 Measuring Sales Productivity
 Measuring Service Productivity
 Measuring Time Management
 Measuring Quality of
Completed Tasks

40. If deviations are detected, the supervisor would
review the problem in group weekly.
And if the problems still persist, the staff will be
check daily.
There is no occasion where the staff has to be
fired. They can only improve because the input
from HR recruitment must qualify.
If deviations are detected, how
are correction made?

41. Any comment?
Generally, the strategies are effective. It
Depends on person, some case are better.
Some people need more time to fix their
problems than other people.
Therefore, the manager need to know staff
personally and use control strategies that
suit each staff.

42. Krungsri Interview
Future Plan

43. How does the company bring
about innovation?
• Using a collected data from
the local demographics to
demonstrate an adaptive
strategy over the service
“For example, in 2010 people need car and real
estate so we focused on bank services related
to auto buyer and auto dealership. Now it is
about education & financial consulting for
opening business.” - Chutima

44. Customer-centric Strategy
The stages of customer focus
Mass
Segment
Upper Mass
Segment
Mass
Affluent
Segment
HNW/Affluent
Segment

46. Introducing Krungsri
Prime Service
KRUNGSRI PRIME: Move Life Forward

47. 7
Target Customer
Who’s eligible for Krungsri Prime
Have interested in personal
management
Basically, people who wants to invest big
Ready to move life forward
Basically, we
Customers who have 1 million baht
but not over 5 million baht combined
deposits and investments. As well as
purchasing bank insurance.

48. FINTECH

49. Differentiation
KRUNGSRI PRIME App: Easily accessible platform. With the right offer.
.
9
KRUNGSRI PRIME App
Financial Advisory Service
Financial Consultant To take care of you
to step into. Financial goals are easier.
Special Privileges
Special event for financial
investment experience to get
you ready to move forward.
Lifestyle PrivilegesFinancial Privileges
Get more specialized financial services. Special privileges accord with your lifestyle

50. 11
CONCLUSION
They has been doing a really good
job at the company (Both Krungsri
Bluport and MV). However, there is
a thing they lack of
“We received lots of complains about the problem
with the technology (phone app). Sometimes you
have to go directly to the bank to work and it is
not convenient” - Chutima