Walking into the plush foyers of various banks these days, you could be forgiven for thinking you had walked into a hotel lobby by mistake. With employees running up to assist, the aim is to make customers feel they are VIPs from the minute they step inside.At the entrance, smartly dressed receptionists welcome customers with a courteous wai, enquiring if any assistance is needed. Inside the elegantly decorated room, relaxing background music, cosy leather sofas, coffee corners and even massage chairs await to make your trip to the bank more comfortable and less boring.

This scene is in stark contrast to a time, not so long ago, when going to the bank could be an intimidating experience.

Customers had to deal with complicated forms, scary cashiers, and then be forced to wait in long queues where the decoration was so plain that old calendars hanging from the walls were the most interesting thing to look at.

But things are changing.

Banks have begun to recognise the importance of retail banking to their overall business, and as a result have given their reception areas a face-lift in a bid to promote their business activities and be generally more attractive to customers.

But while some banks have revamped their images, with redesigned logos and slick new uniforms for their staff, until recently there have been few discernible improvements to actual services.

Three large banks, Siam Commercial Bank (SCB), Krung Thai Bank (KTB) and Kasikornbank (Kbank), however, have taken this matter seriously.

At SCB the improvements are clearly visible, and customers of the country's third largest bank are likely to feel a change to a more friendly and relaxed atmosphere.

Carrying out transactions has been made more straightforward and customer service staff are on hand to help with filling in forms and using ATM machines.

Another addition to the "shop floor" is the branch manager, who can be seen welcoming customers, as they enter the bank. Hardly anyone seems to be tied to a desk these days.

Such changes are meant to give customers the impression they can easily connect with the branch's manager if they need specific help with a banking matter. Most importantly, the changes are taking place at all branches and apply to all customers, not just the bank's high-fliers.

To help motivate its staff, SCB has also introduced "Employee of the Month" competitions, and a quarterly "Best Branch" contest. Winners are rewarded with prizes such as overseas trips.

At SCB's Chidlom branch, premium customers are treated to some very special services.

A reception room can be laid on for meetings and other activities, and as well as an extensive range of banking services, top customers can enjoy a Thai massage or even have their fortune told.

Na Bhengbhasang Krishnamara, SCB's executive vice president for sales and service, said the changes to its branches had been well received.

"We have received positive feedback from customers, but we still have work to do. We want our services to be of a world-class standard," he said.

SCB chairman Vichit Surapongchai, said recently that the bank would upgrade the service standard at all its 734 outlets across the country over the next few years.

So far, improvements have been carried out at 260 branches.

The bank targeted opening 100 new outlets in 2006, 43 of which have already opened.

In a bid to update its conservative image, Krung Thai Bank - the country's largest state-owned bank - launched its "Sawadee Service" last September.

The scheme covers a number of areas, including staff being encouraged to provide a friendlier and speedier service and new delivery targets being set.

For example, decisions on personal-loan applications are now made within a week, and cash withdrawal transactions are carried out within three minutes.

The bank also wants its tellers to be able to provide a one-stop service to customers, and is looking to improve the efficiency of its call centres.

Krung Thai Bank also offers a premier room for its top customers, located at its head office on Sukhumvit Soi 3. This can be used for private and business activities or simply relaxation.

Kasikornbank has also been trying to upgrade its image.

Late last year a marketing campaign was launched to promote the "K Heroes", which represented the group's range of financial products.

The bank also provides a platinum room for customers holding at least Bt5 million worth of Kasikorn Asset Management unit trusts. The "Signature" room, located at the Phaholyothin branch, offers customers an Internet service and can be used for meetings.

Prasarn Trairatvorakul president of Kasikornbank said that while the K Heroes campaign had helped improve awareness of the brand, more work was required to improve the bank's products and serivcs.

"To be successful in retail banking, you need to cover four core areas: brand, product, market and process. We haven't completed overhauling these areas yet," Prasarn said.

"The bank needs to pay more attention to the speed at which transactions are carried out, so we will be upgrading the tellers' machines to achieve that," he said.

BankThai has also been seeking to develop its range of services.

It recently appointed Paothong Thongchua, a Thai cultural expert, as an adviser to the its president, to help promote the bank's "Proud of Thai with BankThai" campaign.

Paothong is also supervising staff training in order to improve services.

Somruedi Banchongduang

The Nation