Our customers provide both inspiration and incentive for everything we do. As a leading financial institution in Greater China, establishing long-term partnerships by providing premium service is one of our key competitive strengths and central to our business success.

Following the successful launch of our brand rejuvenation programme and new corporate look in 2006, we continue to invest in brand building, which is helping us further strengthen relationships with existing customers and build connections with new ones.

The best way to serve customers is to learn more about their needs. We provide a variety of channels - including phone hotlines, customer suggestion forms and our website - through which customers can voice their opinions or offer suggestions.

We also employ a number of proactive methods to gather information on customer satisfaction. We also conduct customer focus groups to gather views on key product and service issues. We monitor service performance of critical processes and customer interactions. We ask customers to complete satisfaction surveys. And we analyse relevant data to identify any positive or negative trends in customer opinion, compliments or complaints.

Feedback and Complaints

Business units, frontline staff and our quality assurance department all take responsibility for receiving customer feedback and complaints.

Our quality assurance department, which is an independent unit, handles customer comments and assists business units in resolving complaints.

All customer complaints are handled according to the guideline and service pledge contained in our internal procedure manual, helping to ensure that any customer dissatisfaction is dealt with efficiently and effectively. Our complaint handling policy complies with guidelines issued by relevant regulatory bodies.

All complaints are logged and investigated. Trends are used to identify any systemic issues that may require remedial action. Line management and quality assurance staff will identify and take all necessary steps to address all issues raised.

Senior management regularly review reports on customer suggestions, compliments and complaints. Lessons learnt from customer feedback are communicated to all staff with a view to improving customer service and encouraging best practice.

Access

We are working to improve access to banking services.

Technology plays an important role in our efforts to offer customers a fast, safe and convenient service. We continue to develop phone and online banking channels that offer customers greater flexibility over how and when they manage their wealth.

At the end of 2007, our number of Personal e-Banking customers had grown by 21.3 per cent year on year to more than 763,000. Over 51,000 companies had Business e-Banking accounts, an increase of 33.5 per cent. In December, online transactions accounted for 47.9 per cent of our total transactions, up from 45.7 per cent a year earlier.

Enhancements to the functionality and speed of Personal e-Banking supported the continued migration of transactions to automated channels. In December 2007, online foreign exchange trading and securities trading accounted for 85 per cent and 76 per cent of total transactions respectively, up from 82.5 per cent and 69.2 per cent a year earlier. More than 40 per cent of new time deposit instructions were received online.

We broadened the range of services available through Business e-Banking and enhanced its security features. In December, Business e-Banking recorded a year-on-year increase of 44.5 per cent in the number of transactions completed online.

Building on the success of our e-Statement service under which customers can opt to receive statements in electronic rather than paper format, we launched e-InvestAdvice in the middle of the year, extending our paperless service to include securities transaction advice, investment fund reports and unitholder notices.

More than 172,000 Personal e-Banking customers and 2,700 shareholders now receive materials electronically, resulting in an annual saving of about 8 million sheets of paper.

In August 2007, we launched Hong Kong's first television-based securities trading platform under which Hang Seng Personal e-Banking customers can place trading instructions through two television channels offered by telecommunications company PCCW's now TV.

In late November, we introduced a mobile phone-based securities trading service.

Banking for Everyone

We believe that age and/or income should not be a barrier to enjoying quality banking services. We offer various reduced or no fee banking services to young people under 18, students, persons aged over 65 and recipients of a government disability allowance.

We are working to improve special-needs access to banking services. Our website is designed with readability and ease of navigation as primary concerns. We have over 121 outlets with wheelchair access, including street-level branches, MTR branches and standalone automated banking centres.

Transparency and Accountability

We are committed to providing clear, transparent and balanced information to our customers. Product features, terms and conditions, and any associated risks are clearly communicated to ensure customers can make an informed decision.

Where relevant, we present several product options so that customers can select the solution that best suits their requirements. It is our policy to sell products and services based on customers' specific needs.

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Building lasting partnerships with small and medium-sized enterprises (SMEs) is one of our key areas of focus. By working with these businesses, we support the local economy and can help create new employment opportunities and wealth.

We offer a wide range of products tailored specifically for SME customers and continue to enhance service delivery through better use of technology and improved relationship management.

We are part of the SME Loan Guarantee Scheme sponsored by the Hong Kong government, which helps SMEs acquire machinery and equipment as well as meet their working capital needs.

We regularly run seminars for SME customers in collaboration with external parties or associations on topics related to financial management, to help improve financial literacy and increase awareness of relevant financial management tools.

Our commitment to supporting SME business earned us our second consecutive win at the 2007 'SME's Best Partner Awards' organised by the Hong Kong Chamber of Small and Medium Business.

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We understand that there may be times when a corporate customer needs help to deal with a difficult financial situation. We work closely with customers in difficulties focusing on assessment and advisory services that aim to help them get back on track.

We help corporate customers to make a realistic assessment of their current position, from which we will determine the best course of action. This may involve rescheduling a debt based on new cash flow projections, the continuation of revolving facilities to keep businesses afloat during a tough period or providing a grace period to give the customer time to work out and execute a longer term recovery strategy.

Similarly, our primary objective when working with personal customers in financial distress is to find a win-win solution. Our internal guidelines are based on the 'Hong Kong Approach to Consumer Debt Difficulties' issued by the Hong Kong Monetary Authority. We have a dedicated unit for handling debt relief plans which will review the circumstances surrounding each case with the individual(s) involved. Where a genuine difficulty exists, we aim to find possible solutions that may range from extending a repayment schedule to offering partial relief.

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It is our strict policy to avoid handling monies which have derived from bribes, corrupt practices, armaments business or underground money remittance services. Staff are trained to bring any suspect transaction to the immediate attention of their line manager who will assess the case and determine what action to take as regards our banking relationship with the customer and the need to refer the case to outside authorities.

In cases where financial crime is evident or strongly suspected, any related account(s) will be suspended or closed, subject to the views of the relevant authorities and local legal regulatory constraints. All evidence in such cases will be passed to local law enforcement agencies.

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We strive to ensure that all our customers and staff enjoy a safe and healthy environment at our outlets and offices. A major component of this, particularly in Hong Kong's humid climate, is managing indoor air quality (IAQ) to ensure it meets the 'Excellent/Good Level' established in the 'Guidance Notes on the Management of IAQ for Offices and Public Place' issued by Hong Kong's Environmental Protection Department.

Operation and maintenance of our mechanical ventilation and air-conditioning systems are carried out by trained personnel to ensure that they are operating efficiently and satisfactorily within temperature set ranges with a view to striking a good balance between our desire to reduce the consumption of energy and provide a pleasant environment for customers and staff.

Our focus on providing a healthy banking environment also includes branch construction and renovation projects. Our selection of building and furnishing materials is not just driven by cost and aesthetics but also by material composition and durability.

We provide fire safety training and conduct periodic evacuation drills to enhance the awareness and the preparedness of our staff in response to fire or similar emergency situations. We also arrange for some staff to acquire Qualified First Aider status for the benefit of their colleagues and customers in the event of a medical emergency or accident.

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