by UnionBank Human Resources Group
UnionBank’s Branch Channel Management (BCM) team uncovered a powerful insight through Net Promoter Score (NPS) feedback: frontliners were missing opportunities to offer meaningful financial solutions due to limited product knowledge. Customer interactions remained largely transactional—focused on basic servicing—rather than transformational, where Ambassadors could proactively uncover and address deeper financial needs. This gap not only hindered the Bank’s ability to deliver holistic financial wellness, but also stood in contrast to its aspiration to be a truly customer-obsessed, digitally enabled NextGen bank.
The opportunity was clear: reimagine every branch interaction as a moment of impact. Whether it’s protection through Bancassurance, access through Personal Loans, convenience through Credit Cards, or mobility through Auto Loans, the goal was to connect clients with the right financial products at the right time—elevating both customer experience and financial outcomes.
To achieve this, BCM launched a purpose-driven transformation anchored on People, Process, and Space:
Empowered People
Strategic training programs were rolled out to upskill Ambassadors in consultative selling and financial solutioning. A culture of ownership was fostered, encouraging frontliners to listen with empathy, understand customer goals, and act with initiative.
Reimagined Processes
The Digital Transaction Portal (DTP) and Promote and Convert initiative shifted routine transactions online, freeing up time for high-value engagements. Agent codes were deployed for credit card applications to ensure proper attribution and motivation. Insurance Solution Consultants (ISCs) were integrated to follow through on Bancassurance referrals, boosting conversion and continuity.
Agile Execution
When credit card onboarding became more stringent in 2024, the team swiftly pivoted to focus on high-quality NTC and WOC applicants—preserving performance while aligning with risk standards. Continuous learning and reflection were embedded into the process, using both wins and setbacks to refine strategies and drive innovation.
The results were exceptional:
Bancassurance
- 21% share in lead source as of September 2025
- ₱151M APE generated (₱63M in FY 2024, ₱38M in FY 2023)
Credit Cards
- 27% share in 1H 2025 approvals
- ₱34.2M income from 2023 booked cards
Loans
- 53% share in 1H 2025 approvals
- ₱52.4M disbursed as of September 2025
Vehicle Finance
- 5% share in 1H 2025 approvals
- ₱38.3M loan amount disbursed
Beyond the numbers, the initiative sparked a cultural shift. Ambassadors achieved personal milestones—traveling abroad, building homes, funding education—through well-earned incentives. Customer interactions became more personalized, leading to deeper trust, loyalty, and advocacy. UnionBank’s position as a digitally enabled, customer-obsessed NextGen bank was reinforced, and the frontlines became a launchpad for growth, impact, and purpose.
UnionBank’s purpose comes to life—Reimagining Banking to Uplift Lives—by empowering Ambassadors to unlock financial well-being for every client, and for themselves.
