Chakkravut Chinalai

Vice President / Bangkok Bank

Chakkravut Chinalai is currently a Vice President at Bangkok Bank Limited (BBL), responsible for overseeing - among others -  the initiation of CRM strategies and infrastructure to leverage BBL's strengths in both consumer and corporate sectors.

For BBL's consumer business, Chakkravut manages analytics for consumer behaviour and customer segmentation to generate and implement solutions according to analytics findings to optimise market share and profitability. He is also involved in new product development and acquisition programs for direct sales and telemarketing channels, and serves as cross-sell team leader for products including Home Loans, Deposits, and Corporate relationships. Other special projects with BBL (at times as Project Manager overseeing external consultants) include Deep Dive Analytics infrastructure and implementation for acquisition and usage models for trend analysis, capacity management, portfolio profitability management, and modeling for reduction of costs and maximising effectiveness of resources; and a bank-wide Strategic Profitability Maximisastion project for the consumer business. 

On BBL's Corporate Business, Chakkravut applies strategic analytics for new customer selection and existing customer optimisation to increase overall portfolio OD utilisation to directly improve the bottom line.

Prior to BBL, Chakkravut was a Six Sigma Re-engineering Project Lead for AIG Thailand where he led the Six Sigma re-engineering for AIG's' agency sales force management process for acquisition and renewal + incentive programs, and of AIG's Claims department for process efficiency, customer satisfaction and cost reduction. He also initiated several process improvement projects for Citibank's retail business as Project Leader for Asia Pacific (covering Citi's businesses in Thailand, Hong Kong, Taiwan, Korea, Indonesia, Philippines, Singapore and Guam) which led to combined cost-savings and increased cross-sell revenue and retention of US$ 23Mn on top of increased customer and employee satisfaction resulting from his projects.