One of our strongest competitive advantages is the depth and quality of our customer service. The well-respected Hang Seng brand is widely associated with value, professionalism, trustworthiness and care for customer needs.

The best way to serve customers is to learn about their needs and concerns. In 2005, we held 20 customer focus groups for various research studies.

We also seek stakeholder input in corporate decisions such as branch design. Customer focus groups and survey were conducted to gauge customer expectations over the remodeling of our outlets.

These findings inform our business strategy by helping us to strengthen overall levels of customer service and improve customer satisfaction through better market segmentation and focusing on the specific requirements of customer groups.

Age and/or income level shouldn't 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.

HELPING PROMOTE LOCAL BUSINESS
One of our priority business areas is the development and support of SMEs in Hong Kong. By working with these locally centred businesses, we believe we are contributing towards the long-term development of Hong Kong by helping to create both employment and wealth.

We have tailored a package of services designed specifically to meet the needs of SMEs. We run regular seminars on financial management topics and banking tools. We have also joined the SME Loan Guarantee Scheme sponsored by the Hong Kong government. This scheme helps SMEs acquire business installations and equipment as well as meet their associated working capital requirements.

ACCESSIBILITY
We are working to improve access to banking services in a number of ways. We continue to develop channels such as phone and online banking that offer customers flexibility over where and when they conduct their banking business

EASING FINANCIAL DIFFICULTIES
We understand that there may be times when a corporate customer needs help to tackle 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.

TACKLING FINANCIAL CRIME AND IMPROVING SECURITY
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.

To improve the security of online fund transfers, third-party transfers can only be undertaken once a customer has registered the beneficiary's account details in person at one of our branches. However, we understand that this may not be practical for some customers. Therefore, customers who regularly need to engage in third party or high-risk online transfers are issued with a security device that provides second PIN authentication.

SERVICE ENVIRONMENT
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) and ventilation systems.

To ensure that the IAQ at our branches and offices 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, we regularly conduct IAQ tests and, if necessary, take improvement measures.

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 safely.

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.

CUSTOMER FEEDBACK
We offer a wide range of channels, including our website, customer suggestions leaflets and customer service hotlines for customers to voice their opinions. Business units, front line staff and our quality assurance department all take responsibility for handling customer opinions and complaints.

The Quality Assurance Department is responsible for receiving customer feedback and handling customer complaints.

Our service pledges for responding to customer opinions are clearly stated in our internal procedure manual to ensure all customer complaints are handled in a timely and objective manner.

All customer complaints are logged and investigated. Trends are used to identify any systemic issues that may require remedial action. Line management and the Quality Assurance Department will identify and take steps to address all issues raised by any complaint.

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 good practices.