- A customer experience expert of Union Bank of the Philippines (UnionBank) is the first recipient of the Mansmith Young Market Master Award (YMMA) from the banking sector.
- Batisan, an assistant vice president at UnionBank, led the making of The ARK, used the customer experience framework of process, space and people, to build a place where banking is redefined, where digitization is embraced and where bridging offline to online is done seamlessly.
A customer experience expert of Union Bank of the Philippines (UnionBank) is the first recipient of the Mansmith Young Market Master Award (YMMA) from the banking sector.
Ron Batisan, project owner of UnionBank’s The ARK – the country’s first fully digital bank branch – was among 12 young individuals honored by Mansmith and Fielders, Inc. during its 14th YMMA Awards for excellence in marketing, sales and entrepreneurship.
According to Mansmith and Fielders, the 12 awardees formulated and implemented responsive and creative marketing and sales strategies that changed the way business is conducted in their fields.
Batisan, an assistant vice president at UnionBank, was tasked to lead the making of The ARK, a first-of-its-kind bank branch. He used the customer experience framework of process, space and people, to build a place where banking is redefined, where digitization is embraced and where bridging offline to online is done seamlessly.
True to form, The ARK has not only elevated the bank branch experience but has also received prestigious citations worldwide barely a year since its launch. It was awarded as Asia-Pacific’s Best Customer Experience Branch at the Retail Banker Awards in Singapore last year and was also cited as one of the world’s Top 14 best bank branch designs by leading online publication Financial Brand.
“Doing marketing for a bank is a very difficult task because we are governed by circulars, compliance and policies. Bank products and services are almost the same so it’s really hard to differentiate. But we have been taught to be great in making the diff for UnionBank against its peers which is the mark of an excellent marketer,” Batisan said in his speech.
He thanked UnionBank officials who guided him in his journey, especially President and CEO Edwin Bautista whom he described as an ultimate marketing mentor.
