To differentiate ourselves in an industry as commoditised as banking, we must put our customers at the centre of all that we do. This means anticipating our customers’ needs as well as offering better products, a superior experience and greater convenience.
Our network spans key Asian markets, enabling us to connect customers with opportunities across the region. Many of our competitors either focus on a particular sub-region, or do not have the Asian roots, insights and connectivity that we do. Our distribution and product capabilities enable us to offer “one-bank” solutions to serve both the personal and business needs of customers.
Innovation is a key item on our agenda, because we believe companies that do not embrace the digital age are likely to become extinct. Customers want banking services but not necessarily banks. They want to be able to bank on the fly as they go about their daily activities. One of our aims is to maintain leadership in electronic payments and mobile banking. Since 2009, POSB and the Council for Third Age (C3A) have teamed up to address the financial needs of baby boomers and older Singaporeans, starting with three initiatives: POSB Active Neighbours Programme, Financial Literacy for Seniors and Ageing has its Privileges.
Our commitment to Asia service standards – of being respectful, easy to deal with and dependable – encompasses all aspects of our interaction with customers.
Fair dealing is integral to our culture and is a KPI in the Group’s balance scorecard. Indeed, we are committed to becoming more open and transparent with our customers. We have strengthened processes and training in our investment sales area and extended fair dealing principles to numerous initiatives. For example, our unit trust advertising campaign broke out of the mould of conventional product advertising as it had no fine print. We are also the first to introduce Singapore’s first internet banking guarantee whereby customers are automatically protected against unauthorized transactions on their internet banking accounts. All employees complete training modules on fair dealing every year. Sales staff also undergo comprehensive training on the bank's product suite and compliance guidelines.
We are also committed to conducting our business in an honest and ethical manner, without the use of corrupt practices, act of bribery or illicit practices. At DBS, we take a zero-tolerance approach towards bribery and corruption. We have adopted a staff code of conduct to support these objectives. The staff code of conduct sets out the principles and standards of behavior that we expect of all our staff when representing the firm. No rulebook can anticipate every situation, and we rely on our people in DBS to exercise good judgment for our collective success. If you feel that any of our employees have breached this code, we would like to know about it. You may contact our investigations department via a feedback form. All genuine reports will be treated with the utmost confidentiality.