Thai Farmers Bank Aims to Boost Retail Services.

Byline: Parista Yuthamanop

Jul. 27--With Thai Farmers Bank now firmly established as a progressive and modern institution in the public mindset, the challenge now is to continue improving retail services to increase the customer base, according to David Hendrix, the newly appointed head of retail banking.

Mr Hendrix, who was recruited to TFB from his former position as head of retail banking at Bank of Asia, said his goal over the next three years was continual improvement in marketing, product packaging and branch positioning.

"The E-girls campaign has been well executed. It has helped polish the image of the bank," he said.

TFB last year unveiled a lavish marketing campaign featuring young presenters, or E-girls, to promote the bank's new electronic banking products, such as mobile banking, ATM services and Internet banking.

"We will now do more with our services and products, and look to build our image beyond electronic banking," he said.

Mr Hendrix said the core strategy in building up TFB's customer base was to leverage its existing relationships. Products would be offered as packages, rather than on a stand-alone basis, which would help prevent defections of clients to other competitors.