Page 83 - DCOM208_BANKING_THEORY_AND_PRACTICE

Banking Theory and Practice

Notes

Case Study Customer Service

here is a branch opened 20 yea back in a Metro Centre. The area is a residential
one and has several high profile and well to do people living in the area. Due to
Texistence of such good custome several other banks, including a foreign bank, have
opened their branches in the area.
On entering the branch one finds an atmosphere of orderliness with proper directions to
custome. There is information about the various products of the bank displayed along
with the requirements and formalities for availing such services.
On approaching the ‘May I help you’ counter the peon sitting there quickly deals with the
custome and then looks after the work allotted to him. He is well aware of all the products
of the bank and directs you to the right peon for the rest of the work. He provides you with
a pre-prepared set of Account Opening Form for filling up and helps the illiterates in
completing the formalities. He is also accepting cheques in clearing and transfer from the
custome.

The branch has a regular practice of sending non-peonalised cards to custome after they
have opened their accounts.
The drafts issued by the branch are delivered to custome in banks envelopes and normally
delivered to custome in 20 minutes.
Every staff member of the branch has been given a set of queries raised by administrative
offices/audito, relating to their job profile. This avoids unnecessary correspondence and
other delay causing facto in customer service.

The branch has extended customer hou and has effectively marketed this feature to solicit
custome. As such there are custome in the branch throughout the day.
The branch manager has started a practice of giving small mementos to the best employee
of the branch every month.
Recently, the branch tied up with various principals of schools for opening accounts of
students with photographs. These students were issued ATM cards immediately on opening
of account. Due to this fact, the ATM hits have increased from 25 to 175 per day.
The branch follows the single window concept for all common services.
The branch has three floo and there are cash counte on all the floo. There is a senior citizen
counter also on the ground floor.
There is another branch located in a posh colony. It has an ATM and the ATM cum debit
cards have been issued haphazardly due to pressure from administrative offices. The
branch was brought under Core Banking Solutions a long time back but there is no single
window concept even for the most common services like SF, CA etc. A visit to the branch
shows that the staff is moving around the branch chatting with each other but they are not
busy due to work. The ATM hits are about 15 per day.
The peon sitting at the ‘May I help you’ counter is not up to date on the products and
services of the Bank. He has been given the additional work of attending to telephone calls
and also other miscellaneous work. The passbook updation counter is the fit casualty in
case of absence/leave of staff.
Contd...

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