You're in good hands

Stability. In the financial world, this word is now more important than ever. But that’s only a small part of what Metrobank promises its clients, and what its 44-year-old history has come to mean to customers.

When you mention Metrobank, you’re actually talking about one of the most recognizable brands in the Philippine market. In fact, a market study on banks done by Research International-PSRC commissioned in October 2006 revealed that Metrobank is consistently ahead in terms of top-of-mind recall and brand awareness among consumers. The bank has a healthy affinity with its target audience, shown by high loyalty, patronage and satisfaction ratings. More significantly, consumers think of Metrobank as having stability, integrity, security, comfort, and courteous and friendly service.

It’s no accident that such positive brand awareness has attached itself to Metrobank. Since 1979, the Metrobank Foundation has invested in local communities by giving scholarship grants, social and community development; it has sponsored the MADE art awards to recognize artistic talent, raising awareness of social issues as well as lifting the economic prestige of local art. By giving back to communities, Metrobank has shown itself to be more than a financial institution for customers; it has become a partner in life.

All these things add up to more than you might expect from a bank. Its brand attraction can be summed up in a promise it made 14 years ago to customers: “You’re in good hands with Metrobank.” Sounds like a pamphlet slogan? But there’s more to this brand’s promise than words.

A STRONG FRANCHISE

One way to tell a franchise has strong market presence is its visibility. And one unique facet of the Metrobank franchise is that you’ll probably find a branch on almost every corner. With some 557 branches nationwide, Metrobank is such a common sight on many city and provincial streets that many refer to it as a landmark, a local marker. People come to expect that Metrobank, with its standout architecture and logo, will always be there as a sign of stability.

But this level of national visibility didn’t happen overnight. Metrobank has built its trust and reputation over 44 years of service, and founder George S.K. Ty’s vision of being the biggest and the best financial institution has driven it and its people to continuously build upon its name and franchise.

Not only its vast network of branches here and abroad, multiple access points and complete range of financial products and services account for Metrobank’s strong connection with the public, the Metrobank name is built on a solid foundation of financial expertise. In order to serve millions of customers in a business that relies heavily on customer trust, Metrobank holds the protection of its stakeholders’ interests as paramount in the realization of the brand’s promise.

And what is that brand promise? More than a slogan, a brand promise is the emotional and practical value that customers can expect to enjoy from the company or products it provides. For Metrobank, this is a “statement of benefit” — a promise that, ideally, envisions many positive impressions with every customer interaction. For customers, it’s the very experience of the brand in their daily life. 

When Metrobank first introduced its promise, “You’re in Good Hands,” in 1993, the financial institution was already in strong shape, and ready to take on a leadership position in the banking industry. With those four words, Metrobank issued a defining statement for the institution and its customers — a statement that has only grown more valuable over time.

It’s no surprise, then, that so many people choose Metrobank. With the availability of Metrobank’s ATM services reaching over 99.9 percent, it’s become a constant presence in people’s lives. With that unique ideal giving the bank its identity and strength, Metrobank employees are not only there to serve you; they’re there to fulfill a promise that is the very pillar of the bank’s success.

LIVING UP TO ITS PROMISE

Of course, it’s comforting to know your bank is ready to attend to your financial needs and concerns from the moment it opens its doors each morning. But it’s even better to know a financial institution is thinking about its commitment to customers 24/7, not just during banking hours. For Metrobank, this means registering a high 99.9-percent service availability rating with customers, ready to provide assistance, especially when it’s needed most. The accuracy of transactions at the branches provided by the bank’s central systems is also a measure of brand dependability.

And because Metrobank understands that one bank often has to meet many different customer needs, it provides numerous services outside bank branches, such as ATMs, Internet access and other electronic banking channels. Toward that end, the bank continues to invest in modern technology, process improvements and system enhancements to provide better service.

Metrobank’s gift for nurturing customer relationships brings life to its principle of treating customers as partners. This was the centerpiece of the 2006 communications campaign used to relaunch the bank’s corporate image. Paying tribute to longstanding partnerships, the bank celebrated the diversity of its clients — from small entrepreneurs to large multinationals. More than this, it was a shared vision of making it big and the passion for excellence by bank and clients alike that made the unique campaign successful.

At the core of Metrobank’s promise is total commitment. This is shown by the people who represent the bank and their increasing display of steadfastness and dedication to a beloved institution. Espousing the values of honesty, integrity and hard work, each employee contributes to the promise of keeping customers well served and in good hands.

In the end, “You’re in Good Hands” is supported by the customers who come to the bank they trust to deliver the best products and services, empowering them to live their lives well and manage their businesses successfully. They rely on Metrobank’s expertise to help them navigate the complexities of today’s financial environment. And they stay with Metrobank, knowing that their hard-earned money is safe and secure for the future.

Founded in 1962, Metrobank has always aspired toward greatness, reaching out to customers and, in the process, becoming a financial industry leader. But combined with this quest was an underlying question fashioned more than four decades ago by its founder, Metrobank Group chairman George S.K. Ty: How do you bring more meaning to your achievements?

That question was answered by the very same founder, years ago: “To give back and share the fruits of our success with the society that made our success possible in the first place.”

It sounds like a lot to expect from a business. But Metrobank is no ordinary bank.