Problems to be solved out: How to make the relationship between DBS’s customers and the branches closer; how to lift the loyalty degree of customers. For most of customers who have chosen DBS, they attach importance to the close relationship between the Relationship Manager and themselves, especially in the event that there is personnel change of Customer Manager, the close relationship between the customer and the branch with which they have transactions is a n important factor retaining the customer more than the level of connection between the Customer Manager and the customer. On the grand blueprint –someday DBS will become the first choice among Asian banks in the new Asia, “Customer First” always tops DBS’s three major concepts. So, Luwan Branch hopes “LW Shining Moment” form-taking photos as souvenirs –can enhance humanistic concern about customers and intensify loyalty degree of customers.  
Foreseeable opportunities: 1. Enhance customers’ experience; 2. Positively build up DBS’s concept of “Service First” and establish brand reputation at the moment when DBS becomes one of two first banks entering Shanghai Free Trade Zone.
In the business models of China’s local banks, limited by unique situations of the country, most of customers have to suffer from a very long queue before the counter. In some state-owned banks, even in some commercial banks, the busy Customer Managers have no time to pay attention to the conditions of capital pools of all customers so that may customers cannot contact their Customer Managers when they need to check their accounts, while in DBS, “Customer First”, “Convenience” and “Reliability” are not just the concepts guiding our actions, but also our commitments to the customers.
As a program, “LW Shining Moment” was initiated at a day in November, 2013, the birth day of one of our customers. The core of this program is that what the customers feel is not just the care of a Customer Manager, it shall be the respect of the whole branch, from Customer Manager to teller behind the counter and even the president. 
For this program, the Customer Managers have deeper knowledge about the customers. They listed the birthdays of the customers, prepared the birthday speeches and mobilize all peers to be involved. This program is really a big move to pull the customers closer.
1.       The customers further trust their Customer Managers. 2. The relationship between the customers and the branch is closer. 3. The customers more recognize DBS and positively take part in MGM.
When we just started this program, first of all we were thinking about how to ensure the customers’ satisfaction degree o and delivery our humanistic concern to the largest extent.
1.       Can customer be satisfied by a birthday cake ticket and a “Happy Birthday”? 2. How to show the priority of the customer in the whole bank; 2. How to differentiate the uniqueness of the customers from others; how to show the priority of the customer as an individual?
With regard to above three questions, we provide following solutions: 1. besides relevant birthday cake ticket and Chinese traditional blessing speech, we show our care about the customer within the whole bank and allow customer to experience the attention of Luwan flagship branch to him/her; 2. In the whole transaction flow, besides relevant customer directly facing the customers, the tellers, in the forefront of every business office on behalf of DBS, impress the customers the most for every detail of considerate services. Therefore, In Luwan branch’s concept, one of necessary links to show such care is the common blessing by Teller, RM, TCM and BM so that consumer feels not only the care of the grass-root employees, but also the attention of branch’s management level. 3. At the birthday of customer, relevant Customer Manager will hold an elaborately designed blackboard with “Happy Birthday” in the front of the customer surrounded by all other staff of the branch. In this way, seeing the familiar Customer Manager expressing the blessing with a blackboard, the customer further feels the warm care of DBS’s Luwan Branch.  
Value of “LW Shining Moment”:
For customer: in furious market competition in the modern society, the urgent demand on the psychological care will definitely substitute the cry for the matter on the one hand; on another hand, there is conflict between such demand and what people can get in the real life. With “care”, which is needed in the modern society the most, DBS’s culture gets customers’ trust.
For bank: the loyalty of customers is the foundation of the business in any bank. At the layer of relationship culture- the most profound part of Chinese culture, with enhancement of customers’ loyalty degree, the customers who trust the DBS will recommend DBS to their friends in MGM form. That will become a big move in DBS’s development course.
Anyway, this is the win-win cooperation for both parties.
For customer: “LW Shining Moment” program allow customer to realize that DBS is not just a reliable business partner, but also a considerate friend. Consumer gets the highest respect and the warmest care form the bank when handling financing transactions. “Customer First” shows the respect for the customer in cash transactions on the one hand, on another hand, it provides a rich humanistic, warm atmosphere. 
For DBS, a financial institution, retaining existing customers is a task as important as developing new customers in its operation mode. With this program, the concepts of DBS will become familiar for customers and recognized by public. The oral praise is vital for a growing bank.
DBS’s Luwan Branch started to implement this program on November, 2013 as a pioneer. We believe this fully show the enthusiasm and passion of our staff and RED’s “Spirit of DBS”. The photo records as program outcomes have been submitted to the head office which has given positive feedback.
By integrating in the spirit of DBS’s “RED”, based on the program review with our customer experience, we’re positively implementing this program and contacting with customers in depth.
With the support of Luwan Branch in assessment, following the principle of protecting DBS’s interest, the purpose of program is to maintain, consolidate and depend on customer relationship by mobilizing the initiative of branch’s staff.
In the special banking system in China, the humanistic concern is one of the important factors when a customer chooses a bank. Therefore how to maintain customer relationship efficiency is the chief priority of DBS’s relationship maintenance. For customers, the birth of “LW Shining Moment” means they can fully trust DBS’s corporate culture and maintain close relation with DBS; for our bank, it is a great opportunity to promote RED’s “Spirit of DBS”. At the layer of relationship culture- the most profound part of Chinese culture, the existing customers who trust the DBS will recommend DBS to their friends in MGM form. We believe it is definitely a great move in DBS’s development course.

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