UCB imperial savings branding of United Commercial Bank Ltd.

Abstract

Predominantly UCB has been indentified and perceived as a bank working only in the corporate arena. With introduction of retail banking, the image is gradually shifting where individuals have started to believe that UCB is not only a bank where the corporate clients are only entertained; this is also the bank where individual banking needs is being attended. Since the launch of Retail Banking in February 2009 the bank has achieved considerable business growth and in a very short time the bank has established itself as one of the leading brands in Retail Banking Sector through our wide range of personal banking products. However, as a first generation bank, the quality of service remains a big challenge to specially attract the high net-worth individual as customers. But one of the key contributors to retail success has always been the organic growth from its high-end segment of customers. Although this segment constitutes less than 1 % of total customer base but contributes 23% of total consumer deposits. In order to retain, deepen and grow this niche market and to recognize and reward their value to the bank, it is felt that there is a need to provide differentiated service to them. In light of above, we have launched UCB Imperial Banking (Priority Banking Service) on 3rd June, 2012 as approved by The Board. The purpose of providing this specialized service is to retain and at the same time attain mass affluent clients and gain market share in this segment to have an edge on the Peer banks. Since launching this differentiated segment has contributed a considerable amount of deposit, maintaining 60% as CASA account and 40% as FDR account to Bank’s portfolio. From the beginning, we are trying to open a new avenue of revenue generation through catering to the needs of these high net-worth individuals with UCB IMPERIAL Customer service to attract them to do lifestyle and happy banking with UCB.