Mirae Asset Securities said on the 6th that it produced the "Mirae Asset Securities customer-centered language guide" to protect the rights and interests of financial consumers and to enhance customer trust.
The guide is characterized by redefining, from the customer's point of view, the language used at every touchpoint with customers.
In the core writing principles section, it presents how to use an appropriate style depending on the situation and sets ▲ customer perspective ▲ clarity ▲ conciseness ▲ consistency as the core principles of customer communication. Through this, it moves away from bureaucratic, stiff expressions and presents standards for writing sentences that customers can easily understand and act on immediately.
Efforts to reduce the burden of financial terms also stand out. Rather than listing jargon as is, it explains in plain language that anyone can understand by using various methods such as writing financial terms in simpler ways, removing redundant terms, and emphasizing key information. It also improved readability by trimming unnecessarily long sentences and repetitive expressions.
In particular, it noted that rigid expressions centered on laws and systems can heighten customer anxiety. For example, a sentence like the existing "We will assess and collect the tax amount, so please pay" will be improved under the guide by first explaining the reason and then providing guidance on the current situation and the next actions the customer can take.
Mirae Asset plans to apply the guide, which underwent review at the group brand strategy level, across various channels including customer notices and M-Stock. It will also reflect the guide in customer touchpoint channels such as chatbots and Voice of the Customer (VOC). It is prioritizing improvements to text messages.