RHB Bank's Vince Au Yoong vows not to enforce product-pushing

The bank's new retail banking director aims to focus on customer segments and needs.

Name: Vince Au Yoong
Bank: RHB Bank Berhad
Job Title: Director of Retail Banking

ABF: What makes you excited about your new position?
The new position will provide me the opportunity to make a positive difference to the customers and all stakeholders in the Bank.

ABF: What three goals are you focused on?
The top 3 goals I am focused on are:
(1) grow market share;
(2) improve operational efficiency & customer engagement, and
(3) build a team of capable leaders in the retail bank

ABF: What will you do differently in this position?
Focus on customers segments/needs vs. product-pushing. We are already leaders in certain products in retail banking. The future is about understanding customer segments' needs and addressing their financial needs in a holistic manner.

ABF: What changes are you planning for?
Strategic direction and platform. The focus will be on growing customer segments and improving processes and operating platforms to serve their financial needs.

ABF: What are your key business philosophies?
We will provide high quality & innovative financial products to our customers; our processes will be customer-focused, with transparency & simplicity; our staff will be dynamic & professional; all stakeholders will be treated with respect and we will conduct ourselves with the highest level of integrity.

ABF: What previous positions prepared you for this one and how?
I had worked in a variety of positions, from front line to back office of banks, non-banks & financial institutions previously, which help me understand the challenges of the various working levels.

I had worked in various areas such as sales & marketing, credit & collections, operations, risk management, which help me understand the consumer finance business end-to-end.

I had also held various leadership positions (e.g. Division Head, Business Head, Country Head, Chief Executive Officer) previously - which experiences will assist me in doing a better job. I had also worked in different countries and experience different cultures - which will help me have a better understanding of 'diversity'.

ABF: Anything else you'd like to add?
I am result-oriented, focused and have people's welfare at heart. I believe the best results will be achieved when the people and I are totally aligned on the common goals of the organization. Both the values of the individuals and the organization must be aligned to get the best results.