REDUCING WASTE FROM DELAYS IN THE CUSTOMER SERVICE PROCESS THROUGH DIGITAL 4.0: A CASE STUDY OF BBI BANK, KHON KAEN PROVINCE, THAILAND

Abstract

This study aims to reduce waste caused by delays in the customer service process through the application of Digital 4.0 technologies at BBI Bank, Khon Kaen Province. The research objectives were to: 1) identify waste caused by process delays; 2) analyze the root causes of these delays; and 3) propose strategies to mitigate waste and improve service efficiency. The study employed a qualitative approach using observation, in-depth interviews, and Value Stream Mapping (VSM) to analyze six key activities in the customer service pro3cess. The findings revealed that queueing time, a non-value-added activity, accounted for 51% of the total process time. The main causes of delays included complex service procedures, insufficient staffing, and a lack of staff expertise. Three strategic approaches were proposed: 1) streamlining service processes using Digital 4.0 tools; 2) integrating digital systems into customer service workflows; and 3) enhancing employee knowledge and skills. Implementing these strategies is expected to significantly reduce transaction times and improve customer satisfaction. The study provides practical insights for banks and service organizations seeking to enhance process efficiency through Lean principles and digital transformation.