Bumiputra-Commerce Holdings | Analysis

As a corporate and business entity wanting to gain a competitive edge over our rivals in the industry, CIMB Group Berhad endeavors to set-up the best value because of its customers through ground breaking in front thinking (cimbfoundation 2011). To understand this vision means continuously anticipating the future needs of all our customers and also discovering any emerging opportunities that solve these needs, all with the aim of creating real value for our customers. As a result, it does help the lender to set-up Customer Marriage competency that'll be able to promote positively and propel the organization to move forwards.

Customer Relationship competency can be actively suggested because through a straightforward environmental scanning using PEST analysis, you can indicate that political balance within the Malaysian framework (BBC 2011) has encouraged the socio-economic realities to be conducive towards a person Relationship competency problem. Besides, the required educational and skilled levels needed to perform effectively within the banking industry have also encouraged the approval and adoption of IT/IS technologies to fulfill CIMB's Customer Romance competency within an ability to foresee customer needs, foresights to reap opportunities to create value.

Company Background

CIMB Group also previously known as Bumiputra-Commerce Holdings is one of Southeast Asia's leading general banking groups. Presently, it is the second major financial services service provider in Malaysia. CIMB Group has been detailed on the Main Mother board of nation's stock market - Bursa Malaysia since 1987. CIMB Group is the primary stakeholder of Bank or investment company CIMB Niaga in Indonesia and CIMB Thai in Thailand. These have added and made CIMB group the greatest company on Bursa Malaysia which has a market capitalization of USD20. 5 billion (CIMB 2011).

CIMB Group has a retail network of over 1, 110 branches spread around Southeast Asia region inclusive of Malaysia, Indonesia and Thailand. They are the major retail network of banking line in the region. Such a strong backbone of branches availability and having total personnel strength over 37, 000 that happen to be always prepared to give a good quality services to all or any different level of people. The group has gets to 58% of the ASEAN Inhabitants and presently representing 80% of ASEAN's gross local product. With each one of these resources of the Group, it can help to fortify the Group's position by permitting them to serve a wide range of customers throughout the region (CIMB 2011).

CIMB's Positioning

CIMB prominent in the industrial sector is illustrated in Number 1, where its setting is admirably well-situated and has been the most effective growing ASEAN loan company by market capitalization. Since the beginning of 2005 till 2010, CIMB's market capitalization is continuing to grow 521%. This positioning is the results of certain Critical Success Factor that further contributes the competency level of its brand beliefs. There is absolutely no doubt that CIMB Group has been the success of bank change in ASEAN during the last few years. The information on development in staff, business lines, income, assets and so on are nothing in short supply of exceptional and these has been accompanied by a stellar 61% per annum total shareholder return in 5Ѕ years from Jun 2005 till December 2010 (CIMBnet 2011).

CIMB's Key Success Factor

Some of the elements that contributed towards competency degree of CIMB's customer relation place in its key success factors the following:

The CIMB Way - Front Thinking

CIMB has a completely comprehensive vision for future years of the business, like the future of the client relation part of the business. This means that all their staff and associates are encouraged to have confidence in this and follow the rules laid down. Also, they are encouraged, with their customers, to fully embrace the methods of forward banking that they strive to use, in order to get all involved working along cohesively and effectively.

The most significant part of the section, however, is to guarantee to fully understand their customers' needs, and meet those needs both quickly and efficiently. Without the customers the business wouldn't normally exist, therefore the care of them is their utmost priority.

Our Capabilities

At CIMB there are extensive qualities that make them capable in any job they take part in, whether this is at an innovative capacity or in a capacity whereby they lead from the front.

They have an array of financial products that are all capable of interacting with the needs of an individual or business, and they'll always endeavor to match the client with the correct one, which is essential when endeavoring to keep a happy yet profitable clientele.

On top of the products that they use, CIMB also utilize their staff to the most of their capacities. They promote personal leadership which encourages a solid and well led workforce, as well as letting staff develop themselves in different ways as well, often focusing on an area they feel assured in or have a special affinity for.

The final reason behind CIMB's functions being so strong is that they value creation of new and ground breaking products most of all. This means that there are forever new ways and products being made to exploit the marketplace further and make CIMB a far more successful and profitable company.

Make it Happen

The most important stage is most certainly this one, where all of CIMB's effort and determination is delivered to their clients. CIMB pleasure themselves on providing their projects exactly as guaranteed, meaning they are simply perfectly performed and with the client promptly - this isn't negotiable and reaches the central of the business.

Another major factor is the creation of great value for the client, which keeps them coming back to the business in the foreseeable future. When this is combined with a superior quality workload, the perfect business model is manufactured - quality work at affordable prices.

Throughout their dealing, CIMB will usually maintain a professional image and treat every client as an individual, building up trust with them to improve the ease when a working relationship is formed. This ensures business can be completed in a hassle free and tranquil way.

CIMB's Brand Values

CIMB gets to its Customer Relations competency level through the adoption of fabricating a brandname value of its services. CIMB's brand prices are as illustrated in Amount 3.

The eye-sight of CIMB is to create value for his or her customers, all of whom have differing needs that must definitely be fulfilled. By understanding the needs of their customers and providing them with a solution that works with their needs, it is predicted an increased amount of clients will start using CIMB for their business needs.

CIMB stick to a strict insurance plan of sincerity and honesty, which they consider to be the cornerstone to worthwhile relationship with their customers. By concentrating on their needs specifically and ensuring that we treat them with the attentiveness and individual attention that they require, they predict that customers will be highly content with their work.

Enabling people simply means that CIMB have right person employed in the right position. That is to ensure that each person within their organization can perform their responsibilities effectively and efficiently, therefore handling the needs of the customers in the perfect manner. The better they permit folks or the worker within the organization, the greater customers they'll attract, as the business will gain a reputation for high quality work completed by the best in the business.

Creating Brand Values

CIMB engender its brand value through figuring out the customer's specific needs. Generally, every customer has two basic needs, that happen to be practical and psychological (CIMB GHR 2010).

Practical Needs

The useful needs of the customer are essentially what they might need to get a job done in a comprehensive and effective way, making certain all the right tools and skills are on hand to enable this to be carried out at a fair price.

The most essential part of the is to supply the best possible product on the market, making certain CIMB remain at the top of the tree when it comes to the services they provide. This means that they will gain a reputation for quality and discover a rise in custom. The product needs to be allied, however, with a competitive price. If the purchase price is not right a possible client may go in other places, even if the product or service offered is substandard.

CIMB also try to ensure that they offer a convenient service to their clients, which allows your client to complete any projects desired in a timely manner. This convenience includes maintaining an efficient and quick service, as well as having peopled readily available during the day to offer insight on a number of different questions.

Emotional Needs

Aside from these sensible needs, the customer must also feel valued and have their psychological needs catered for. Whilst this will not necessarily assistance with the overall project, it will ensure that they return to CIMB again and again because of the good relationship they have built with them.

The the very first thing in fulfilling these mental needs is to help make the customer feel welcome at any time, ensuring that they do not feel awkward or uncomfortable responding to the business regarding a variety of issues. At exactly the same time, it is also important to permit the customer to maintain control over their project and only do responsibilities that the customer wishes to be achieved.

On top of this, CIMB also believe that there are many basic rules that should be followed to be able to treat the customer well. These rules will be the same in most sectors of culture but are often neglected by business. They include being respectful to peoples' needs, listening to their viewpoints and concerns and nurturing about their every need like they are the only client they may have.

Customer Value Chain

Further, CIMB is able to deliver what it assures to its clientele by using a forward banking culture in its value string which are as illustrated in Number 4.

Attracting the customer is the first step in making a Forward Bank Experience (FBE) and it is vitally important. To attract the client CIMB offer great prices coupled with the assurance of products and services that are at the top of their industry. This customer appeal is vital as it provides the basis for just about any future ventures - without the original contact there will be no chance to become regular business spouse.

Selling to the customer is the next stage, and the one where the staff in CIMB come directly into their own. They must have full understanding of all the products and services they provide in order to give the best customer service. If great customer support is achieved and the right products matched to the right clients, they'll be more inclined to trust CIMB and for that reason return for do it again business.

The delivery of the goods and services is essential, as that's where the customer perceives how well CIMB perform. When a good job is completed, they will trust CIMB to fulfill any future needs they have got. This stage must definitely provide a fast yet accurate delivery, with the option for the client to have source throughout.

Retaining the client is the final step, and should be easily achievable if the earlier three steps have been adopted. Listening to the customer and developing a relationship is paramount to retaining them.

Forward Banking Experience

Key Services Principles

All customers should be cared for like they are the most important part of the business. They are really treated with eagerness and importance, therefore signifying they feel like an integral part of the partnership.

Through every step of just how, the customer's unique needs are catered for, with the excess mile being ended up when needed. This ensures the customer will want to deal with the business again, as they are treated rather and with great service.

Ingerity and integrity is essential to building up trust with customers, and therefore making certain they go back for do it again business. This includes always providing the results which may have been promised and also operating in a professional manner throughout the procedure.

Forward Banking Mindset

Within the business, all staff should comply with the criteria and objectives of CIMB, making certain they could provide service they strive to provide. As the customer's overall experience is dependant on how their needs are satisfied. The most significant part of this is to totally understand what the client expects, so the provision of service can be improved accordingly

Branch 5 Celebrity Plus

To achieve 5 STAR Plus ranking branches must deliver Service Excellence in 5 key areas (C. A. R. E. S)

Staff must be courteous and knowledgeable when interacting with customers, therefore promoting the joy of the customer and resulting in a better experience. This will lead to an increased chance of duplicate business producing.

The branch should create positive emotions in the hearts and intellects of its customers, which is obtained through both the staff anf the environment. A relaxed and sensible procedure will put the customer at ease and assure them that their needs are being taken care of.

Resolve customer issues or concerns proficiently and ensure mistakes aren't repeated and aim to achieve zero issues, as client satisfaction is the main factor when getting customers to return on a regular basis.

Ensure EBC facilities uptime are maximised to be able to provide 24/7 bank convenience and report downtime immediately. The client expects to get full use of the facilities and should these fail they may make a decision that CIMB aren't a business that can meet their needs, leading to them going anywhere else.

Customers are cured with esteem and taken care of within five minutes, to ensure they feel important and will return. While using implementation of QMS request, this enables the branch administrator to forecast expected busy times specific to the branch based on past historical trends/events. Apart from that, the QMS do possess the prediction component built-in which enables them to propose the amounts of counters to be opened up to handle expected occupied times.

Porter 5 Forces

As a consequences, CIMB is able to gain competitive benefits by implementing certain aspects of Porter's 5 Makes.

New access - Ability to erect obstacles to competitors by adopting IT Technology such 1Platform, which will therefore raise the quality of service to higher levels than competitors. Whilst the competition try to capture up, CIMB is expanding yet more advantages, signifying they are really always ahead.

Substitute - This threat of being substituted is addressed by constantly retaining all steps and making certain all services are as good as possible. By keeping high standards, the customer will have no need to adopt some other product.

Supplier - Suppliers can be managed insurance agencies a good working romance that also stretches in to the purchasing of many different goods from them. By keeping their presence high, CIMB can exert pressure on the suppliers to match their targets with the hazard that they can go elsewhere. They are able to also ensure all products are high quality insurance agencies a good research and development division.

Customer - CIMB has the capacity to identify closely with the clientele's needs, therefore keeping the customer happy and stopping them from putting pressure on the company to improve.

CIMB's Strength

As a consequent with the above mentioned conditions on CR competency, CIMB can bolster it's position by having the following durability.

Good Ratings

The above graphic shows details regarding CIMB bought from Rating Organization Malaysia and shows the excellent rating that the business receieved from 2009-2010. The graphic shows a specific improvement in the business, as well as great permanent prospects.

Regional Universal Banking Platform

CIMB gets the most comprehensive group of banking institutions throughout the region, acquired through both the development of existing resources and the acquisition of new ones. This permits the client to communicate with CIMB whereever they are in your community.

Group Accolades and Accolades

CIMB Group were able to win an impressive haul of honors and accolades since 2003 till 2011. Other notable awards include accolades from FinanceAsia, Euromoney, The Asset, Asiamoney's Brokerages Poll, Islamic Finance News Polls, Global Funding as well as others. These awards raise the presence of the business and therefore draw in new customers, as well as increasing the self confidence of clients in CIMB's capacity.

Financial Performance

The CIMB Group financial final result reveal excellent performance. It registered record financial results with a online revenue of RM3. 521 billion, representing a 25. 4% year-on-year expansion. This excellent performance proves to people thinking about becoming a member of CIMB that they are reputable and succesful company who are able to be respected.


CIMB have launched their 1View system, which gives a multitude of benefits to the client. This will improve the customer experience and cause them to become gain, as well as have an effect on increasing the trustworthiness of CIMB all together. Work has been started on 1Platform, which will replace the entire core bank operating system. This will boost the effeciency and performance of operations, meaning customers see an increase in the service they are provided with.

A new ATM system has also been commenced, whereby customers are able to pay less on withdrawals whilst overseas, increasing CIMB's effectiveness with their clients.

CIMB also uses the Q-RADAR system, which helps control risk throughout the complete business and promotes protection to the customers.

The use of SAS Credit Rating for Banking, which allows all customer details to be stored safely and securely and also means that those who don't have the financial methods to pay money back are not accepted for loans. This means some other clients know they aren't paying to hide other people's money mismanagement.

Excellent Products

CIMB have a number of products that cater for each and every sector of culture, meaning that the client will always receive a service that is right for them. These include CIMB Cares, CIMB Islamic MaxInvest Save and CIMB Exhibit.

The supplying a a sizable variety of quality services means CIMB can attract new customers easily, whilst also offering existing customers with an alteration in circumstances the possibility to try something different.

The biggest opportunity is the development popular for Islamic financial services, which CIMB could exploit. There is also the chance to grow the current ThaiBank, which has massive potential for growth. Strengthening the fortunes here would gain trust of the public and therefore more customers.


CIMB must continue steadily to strive to make a great customer experience for both their existing and future customers. Utilizing a combination of customer service, invention and knowledge, new customers must be captivated in to start the sales process.

Once these clients are drawn, CIMB can use their already substantial knowledge and infrastructure to ensure that they are held happy and continue to work with them frequently.

  • More than 7,000 students prefer us to work on their projects
  • 90% of customers trust us with more than 5 assignments
submit a project

Latest posts

Read more informative topics on our blog
Shiseido Company Limited Is A Japanese Makeup Company Marketing Essay
Marketing Strength: Among the main talents of Shiseido is its high quality products. To be able to satisfy customers, the company invested a great deal...
Fail To Plan You Plan To Fail Management Essay
Management This report will concentrate on two aspects of project management, their importance within the overall project management process. The report...
Role of High-protein Diet in Weight Management
Nursing Structured Representation: Probably one of the most wide-spread and popular problems on earth is the weight problems that people is suffering...
Waste To Prosperity Program Environmental Sciences Essay
Environmental Sciences Urban and rural regions of India produce very much garbage daily and hurting by various kinds of pollutions which are increasing...
Environmental Studies Pollution Introduction Many people across the world can remember having walked on the street and seen smoke cigars in the air or...
Soft System Methodology
Information Technology Andrzej Werner Soft System Methodology can be described as a 7-step process aimed to help provide a solution to true to life...
Strategic and Coherent methods to Recruiting management
Business Traditionally HRM has been regarded as the tactical and coherent method of the management of the organizations most appreciated assets - the...
Religious Healthcare Organisation
Health Religious Health Care Introduction I help the firm of consulting. Spiritual HEALTHCARE of Middleville community have appointed us to identify and...
Enterprise Rent AN AUTOMOBILE Case Analysis Business Essay
Commerce With a massive network of over 6,000 local rental locations and 850,000 automobiles, Organization Rent-A-Car is the greatest rental car company...
Check the price
for your project
we accept
Money back
100% quality