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Krungsri powers revamped website with new technologies

Nov 30. 2020
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By The Nation

Krungsri (Bank of Ayudhya Pcl) has revamped its Krungsri.com website, implementing new technologies to increase convenience and ease of use by enhancing accessibility, using new designs and content layouts as well as adding new features.

Mingkwan Pattanawong, Krungsri executive vice president, head of corporate branding and marketing division, said: "Krungsri.com is a website that provides information of the bank that has more than 2 million page views per month.

"The majority of these are users searching for the bank's products and services information, particularly about personal loans and savings. Our marketing strategy is to focus on reaching out to customers, providing convenience to those who have interest in the bank's offerings to visit Krungsri.com website for more information and choose to leave their information to be contacted by our staff."

Comparing 2019 and 2018, the number of new customers who were attracted by the website increased by 83 per cent, which is a clear indication that Krungsri.com has high potential in reaching out and appealing to the target audience.

"We conducted marketing research to determine the needs of customers on the bank's website and use them to improve the online experience. These changes include improved speed in accessing information, more modern designs, a search-friendly content arrangement, while adding more features for users to manage their personal information by themselves."

The new technologies include "real-time analytics", and "market automation system."

Real-time analytics analyses the behaviour of website visitors, showing a handful of useful data, including the order of user access to the website, content that have been moved past, and the order of content that have been viewed. These pieces of information will be incorporated into the bank's "big data" that can be used to improve the user experience in the future.

"Marketing automation system memorises user behaviour and interacts with them at a personal level, such as presenting banners based on users' interests and offering promotions that suit customers' lifestyles.

In addition, the website has also improved its page loading speed, while offering self-service for customers to issue their bank documents, such as requesting for a home loan certificate through e-mail and purchasing travel insurances online.

Users will be able to communicate with the bank customer service unit via the Live Chat feature on Krungsri.com as well.

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