We recognise that the more we understand our customers’ needs, the more we can deliver easy, everyday banking solutions to them, ensuring their satisfaction and enhancing their confidence in our Bank.

We are diligently focused on partnering our customers’ progress in financial stability, help businesses thrive, expand their potential to engage in international trade, and support the unbanked and under-banked.

Market interest rate reduction opened avenues for the Bank to contribute more towards the nation’s economic development, by lowering its own interest rates that grew the customer portfolio. Despite the challenges we faced in maintaining credit quality, we offered certain concessions to some of our customers, who were still bearing the brunt of the 2022 crisis. We, however, consistently and conscientiously applied our core principle of being customer-centric, in supporting and uplifting the existing customer base and supporting new customers.

Driving a Culture of Service Excellence

Our approach to customer-centricity was strengthened by the efforts of the Service Excellence and Transformation (SE&T) Department, that was established in April 2024. The core principle of the exercise was to ensure that the Bank is an easy-to-deal-with entity, delivering value to the customer, based on the core values that is foundational to our interactions with all our stakeholders.

SE&T Department is the overarching umbrella for the Customer Experience Unit, Card Centre Service, Lean Management, and the Contact Centre, driving service excellence through a unified customer-centric culture.

Driven by latent and emergent customer needs and expectations, and by leveraging speedy technological advancement in the area of AI, self-service technologies, and digitalisation, the Bank was able to empower the customer to be in control of their banking needs, in a proactive and a timely manner. Several transformative initiatives were launched in 2024, focused on delivering value through service excellence to our valued customers.

Digital transformation has not only created convenience for our customers but it has also enhanced our brand image to resonate with our audience, supported by a range of support marketing and business activities entwined with precise marketing communications. These methods have ensured the dissemination of our messages to our target audience through a variety of digital channels.

In 2025 and beyond, we are committed to elevating service excellence across all touchpoints, guided by our core values. With a strong focus on setting service benchmarks, enhancing customer interactions, streamlining processes, and strengthening our branch network and contact centre, we are reimagining the banking experience.

Every initiative we undertake is designed to ensure seamless, efficient, and memorable customer experiences. By empowering our teams and embedding customer-centricity into our DNA, we are poised to deliver meaningful, lasting value to our customers. As we continue this transformational journey, we remain steadfast in our commitment to innovation, excellence, and delivering the extraordinary.

Products and Services

We offer a market-competitive range of products and services to our customers, based on their discerning tastes and requirements. Vast repositories of data and multiple data gathering processes provide insights which are used in the best interest of our customers, working within the strong governance framework that is in operation. In line with our risk appetite, we offer products and services that meet customer needs, and regulatory requirements, Our product portfolio is assessed for new risks to ensure they remain appropriate for customer needs while complying with regulations.

Please visit https://www.dfcc.lk for further information on our products and services.

Branches

Although banking has evolved to include many online and digital channels, branches remain a key touchpoint for customer interaction. Although expansion was restrained, we continued with resourcing our branches appropriately and functioning in off-site units, offering a “face to the customer” of our brand and service excellence.

Our branches are strategically located to cater to the segments we serve and currently spread across key cities and towns.

Please visit – https://www.dfcc.lk/branch-locator/ to access the branch locater.

Complaint Handling

Complaint Management System (CMS) under the purview of Service Experience Unit ensures customer complaints are resolved within the established timelines. We receive feedback from a variety of channels and those that need resolution is directed to CMS as this is a key criterion to maintaining customer satisfaction and continued patronage to the Bank.

DFCC Bank is committed to ensuring customer privacy as a fundamental part of its operations. In compliance with the Customer Charter for Licensed Commercial Banks in Sri Lanka and the Data Protection Act, the Bank does not disclose customer information to third parties unless legally required. To safeguard customer data, all requests, complaints, and inquiries are processed only after a strict verification process. High-risk verification is conducted for all requests handled by the Contact Centre, while NIC verification is required for physical transactions at branches. Email requests are processed only if received from the registered email address. Additionally, internal policies and regulatory guidelines were strictly followed to ensure compliance and data protection. Throughout the year, DFCC Bank has not encountered any substantiated complaints related to breaches of customer privacy and losses of customer data.

DFCC Bank adheres to the Financial Consumer Protection Act in handling customer complaints, guided by a Complaint Management Policy that ensures fair and transparent resolution. A Root Cause Analysis (RCA) is conducted for all complaints, leading to corrective actions that address pain points and prevent recurrence. The Complaint Handling Procedure is published on our corporate website with clear escalation channels and contact details. Our standard resolution SLA is two (02) working days, though customers are kept informed if additional time is required.

During the reporting period from 01 January 2024 to 31 December 2024, we received 3,503 complaints with a resolution rate of 97%, categorised as process lapses (186), technology-based issues (2,926), and poor service quality (309). From June 2024 to December 2024, 59 complaints/requests were filed with FCRD/Financial Ombudsman, all of which were responded to and resolved within the set SLA. The majority of these cases were related to recovery actions, with customers requesting concessions.

Customer Data Protection

We have implemented stringent processes and controls to mitigate greenwashing risks, and to transparently work with all our stakeholders. To safeguard our current customer base, and our reputation, and to adhere to regulatory requirements, we stringently focus on customer due diligence to ensure that we always minimise risk. Though we strive for best-in-class customer centricity with innovative digital platforms, we are keenly aware of our responsibility and accountability on this score, to closely safeguard our business and stakeholders from cybercrime. As such, our technology teams exert great effort to build ecosystems with capabilities to protect our customers from fraud and cyberattacks and strengthen cyber security.

Our Commitment

As we continue to gain high visibility in the banking landscape ongoing digital enhancements have helped us cater to the changing and emerging needs of our customers. With a diverse customer base, we worked hard to deliver products and services which satisfy their discerning tastes and demands.

With sustainability as a corner stone, our products offered opportunities for green financing, to contribute towards net zero carbon emission by 2050, moving beyond Agenda 2030 in achieving the aims of UN SDGs.

As required, we ensure transparency in disclosing fees and charges to our customers, benchmarking against the competition.

Training is conducted continuously, on a variety of topics, to upskill our employees to be a future-fit team. The section on Employees at Employees page. details the programmes conducted in 2024.

Delivery Channels

We adopt a multichannel approach, incorporating the more modern and traditional ways of banking, to capture the evolving needs of the younger generation, while supporting all segments of our customer base.

Channel	Feature Introduced and Promotions
Online Banking	Extended payments to government institutions through Gov Pay integration Promoting goals savings product with attractive interest rates. Retrieve Advance Income Tax Certificate (AIT) Introduce 0.50% additional interest rate for FD’s opened through Online Banking to contribute towards our sustainability goals FD Upliftment for online initiated FD’s
Mobile Banking (Hybrid mobile app)	Receipts were enabled for bill payments, within DFCC Bank’s transactions and credit card payments with a new design Five new billers each for insurance and leasing/finance companies were added Launch of DFCC One as a total upgrade to Virtual Wallet. Expecting Virtual Wallet to sunset by Q1 2025 Enabling bill payments using DFCC Credit Card through “DFCC One” Enabled e-passbook and Peak Balance, biometric login as some of the upgraded features on DFCC One
DFCC MySpace	Deployed two new cheque deposit machines to the branch network Deployed two new CRMs to the branch network DFCC MySpace branding completed and installed in five locations An offsite CRM was placed at Dickoya
DFCC Website	The income tax calculator was upgraded to support personal income tax calculation for years 2023/2024 and 2024/2025 Launch of “Hybrid Garusaru” loan calculator New Product pages were created for 10 products and services

Channel	Feature Introduced and Promotions
DFCC Galaxy	Conducting campaigns aligning to major events to enhance engagement Valentine’s day to create more engagement Big match season campaign New stick cricket game on DFCC Galaxy T20 World Cup engagement campaign Avurudu themed campaign Halloween campaign
SMS Alerts	Inward cheque return – enablement of cheque number in the alert and reason for cheque return Adding merchant names for alerts when debit cards are used at POS
eStatements	Integration of the Card Account Number (CAN) for eStatement to ensure compliance with PCI DSS standards

Digital Channels

Increasingly in-demand, we continued with innovative digitalisation, to capture the GenZ market and offer further banking convenience to our traditional customer segments. This allowed for reducing first level inquiries, deeper insights into customer banking behaviours and improved operational efficiency.

Marketing Communications

In 2024, DFCC Bank embarked on a transformative journey, achieving remarkable milestones in marketing communications. Amidst a rapidly evolving market and changing consumer behaviours, the Bank leveraged innovation, digital engagement, and strategic public relations to enhance brand equity and solidify its reputation as a forward-thinking financial institution. This year, DFCC Bank made notable strides across multiple fronts, reinforcing its role as a trusted partner for customers and stakeholders alike.

Brand Equity: Driving Innovation and Sustainability

DFCC Bank continued to focus on strengthening its brand identity by integrating sustainability and innovation into its core marketing strategy. A standout, achievement was the issuance of Sri Lanka's first listed and rated Green Bond in September 2024, reinforcing DFCC Bank’s leadership in sustainable finance and commitment to combating climate change. This pioneering move marked a significant step in the Bank’s environmental stewardship initiatives.

In parallel, the launch of DFCC ONE, an innovative mobile banking app, revolutionised customer experience. The app’s seamless interface and advanced features highlighted DFCC Bank’s dedication to embracing technological advancements and meeting the evolving needs of digitally savvy customers.

The relaunch of DFCC Junior, alongside DFCC Pinnacle Junior, further showcased DFCC Bank’s commitment to fostering financial literacy and providing tailored solutions to the younger generation, ensuring the future of banking is in capable hands.

Public Relations Success and Industry Recognition

2024 was a standout year for DFCC Bank in terms of public relations. The Bank was recognised as one of the top three banks with the highest media coverage, a reflection of its strategic and impactful PR initiatives. Furthermore, DFCC Bank’s earned mentions in digital platforms increased by 72%, signaling a successful engagement with the online audience and positioning DFCC Bank as a leading voice in the banking sector.

In 2024, DFCC Bank strengthened its public relations efforts through a comprehensive and proactive media strategy, accounting for a 25% increase in published media assets and collateral compared to the previous year, while maintaining a high volume of media interactions. Coverage was well-distributed between print and digital media, with a strategic emphasis on digital platforms. This level of media engagement generated a Total Advertising Value representing a 36% increase in PR value compared to 2023. These achievements underscore DFCC Bank’s ability to generate impactful media coverage and reinforce its brand presence through strategic communications.

Strategic Digital Marketing at DFCC Bank

In line with the Bank’s corporate objectives, DFCC Bank has developed a digital marketing strategy underpinned by clear content pillars. The strategy is designed to build brand equity, enhance customer engagement, and drive customers through the engagement funnel using targeted content marketing initiatives across platforms that are most relevant to its audience. This approach ensures greater awareness of the Bank’s products and services and supports product teams in achieving their business goals.

Looking ahead, DFCC Bank’s website is set to undergo a redesign and relaunch in 2025, with a strong focus on enhancing customer experience. The new website will align with Google Core Web Vitals, adhere to accessibility guidelines, and be optimised for the evolving nature of search engines and answer engines.

The Bank’s strategic focus on its digital marketing channels, coupled with its robust website initiatives, have significantly contributed to enhanced brand visibility and increased customer interaction across various social media and digital platforms. These efforts have been instrumental in driving engagement and expanding reach, laying a solid foundation to support future growth.

DFCC Bank remains committed to leveraging its digital marketing channels to strengthen its brand presence, foster customer engagement, and support its journey of innovation and growth.

Milestones and Recognition in Marketing

DFCC Bank’s PR efforts were further validated by securing several prestigious awards throughout the year. Among these was the CPM Best Management Practices Company Awards 2024, where the Bank earned the Overall Winner – Gold, underscoring its leadership in corporate responsibility and sustainability.

The Bank’s commitment to excellence in the digital space was recognised at the SLIM Digis Awards 2024, with DFCC Bank securing two Silver Awards for Best SEO Campaign and the DFCC Galaxy Launch Campaign. Furthermore, the Bank’s website stood out at the BestWeb.lk Awards, receiving accolades for:

1. Overall Best Banking Website 2. Best Mobile Website under the Banking and Finance category 3. Silver Award for second place in the Overall Awards Category

Future Focus

We will continue to focus on maintaining and enhancing our brand presence, expanding digital engagement, and leveraging sustainable finance. Fully cognisant of innovation and social responsibility, the Bank is poised to redefine the future of banking, providing our customers with unparalleled service and experience and fostering long-term growth for all stakeholders. With sustainability as the core, we continue to drive service excellence, earning the respect of our peers and the trust and admiration of all our stakeholders.

Key marketing campaigns