Security Bank's Patricia Tan on championing customer-centric banking one 'suki' at a time

For Security Bank, putting customers first is more than a service standard—it’s a mindset rooted in its BetterBanking promise. Patricia “Tricia” Tan, the Bank’s senior vice president and chief marketing officer, describes this as “suki treatment at scale”—bringing the kind of warmth and familiarity Filipinos associate with a suki, or regular customer, into every interaction. It’s a shift that blends culture, accountability, and technology to make banking feel more personal.

“For me, customer centricity starts with how we listen and respond to feedback,” Tan said. Security Bank has adopted a systematic platform that captures input across touchpoints—not just through periodic surveys, but through everyday interactions. What’s different, she explained, is how widely that information is now shared.

“We’ve started giving most people in the organization access to that feedback, meaning there’s wider visibility.”

From branch staff to IT teams, employees can see what customers are saying in real-time, making responses faster and more personal.

The mindset is reinforced by accountability. “80% of the organization—or ‘Security Bankers’—have hard customer KPIs,” Tan shared. Beyond business targets, employees’ performances are measured by satisfaction scores. To guide this, the Bank uses its CARE framework—Communicate clearly, Always find a way, Resolve completely, Exceed expectations—which sets the standard for how every Security Banker should engage with clients. “If they forget the acronym, they can just go back to what care literally means,” Tan said. “It’s how you’d want to be treated as a customer.”

Technology has become a critical enabler of what Tan calls “suki treatment at scale”—the kind of personalized attention Filipinos traditionally give to a suki, or regular customer, who is recognized, remembered, and valued. 

Security Bank has modernized its app, teller systems, and payment hub to cut downtime, speed up transactions, and deliver more responsive service. App updates now roll out monthly, driven by user feedback, compared to the six-month cycles of the past. “Data doesn’t replace empathy,” Tan emphasized. “It enables it.” With analytics, the Bank can ensure that promotions, services, and follow-ups are not only timely but meaningful. 

But what sets Security Bank apart, Tan believes, is the commitment shown from the top. Sanjiv Vohra, the Bank’s president and CEO, monitors daily customer feedback on his phone and personally checks in with teams when issues arise. Escalations are handled not with blame, but with resolution. “That’s the kind of rigor we have as an organization now,” Tan said.

For Tan, the moments that defined her journey often came during challenges. She recalled one major system issue years ago, when teams worked through weekends and senior leaders stayed on calls round-the-clock. “It was tough, but it showed the strength of our culture and the dedication of our people,” she said. 

As Security Bank approaches its 75th year in 2026, Tan sees the Bank building on its strength. With updated systems, a culture that embraces change, and robust data capabilities, the Bank is positioned to continue delivering on its BetterBanking promise. Her vision is straightforward but ambitious: suki treatment, scaled for every customer.

Her message is equally direct: “We will keep improving every day for our customers. We’re not afraid to change. And yes, we will stumble, we will make mistakes. But when we do, we will own it and fix it—because what matters most is the trust they place in us.”

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Editor’s Note: This article was provided by Security Bank.