serives mktg - banking

8/8/2019 Serives Mktg - Banking

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PROCESSPROCESS

The process mix constitutes the overall procedure The process mix constitutes the overall procedureinvolved in using the services offered by the bank. Ainvolved in using the services offered by the bank. Aprocess should be such that the customer is easily process should be such that the customer is easily

able to understand and easy to follow.able to understand and easy to follow.

LetsLets taketake forfor exampleexample thethe processprocess forfor applicationapplication for foraa carcar loanloan. .

NowNow thisthis mainly mainly involvesinvolves 3 3 thingsthings. .

1.1. ProducingProducing of of properproper documentsdocuments2.2. FillingFilling upup of of applicationapplication formform3.3. PayingPaying forfor thethe initialinitial downdown paymentpayment. .

The The smallersmaller andand simplersimpler thethe procedure,procedure, thethe betterbetterthethe rocess,rocess, andand thethe customercustomer willwill bebe moremore satisfiedsatisfied. .


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PROCESS CONT ..PROCESS CONT ..

It Refers to the systems used to assist the organisationIt Refers to the systems used to assist the organisationin delivering the service.in delivering the service.

For example:For example:- - Banks that send out Credit CardsBanks that send out Credit Cardsautomatically when their customers old one has expiredautomatically when their customers old one has expiredagain require an efficient process to identify expiry datesagain require an efficient process to identify expiry datesand renewal. An efficient service that replaces old credit and renewal. An efficient service that replaces old credit cards will foster consumer loyalty and confidence in thecards will foster consumer loyalty and confidence in thecompany.company.


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PHYSI CAL EVI DENCEPHYSI CAL EVI DENCE

Physical evidence is the overall layout of thePhysical evidence is the overall layout of theplace i.e. how the entire bank has beenplace i.e. how the entire bank has beendesigned. Physical evidence refers to alldesigned. Physical evidence refers to allthose factors that help make the processthose factors that help make the processmuch easier and smoother.much easier and smoother.For example, in case of a bank, the physicalFor example, in case of a bank, the physicalevidence would be the placement of theevidence would be the placement of thecustomer service executive s desk, or thecustomer service executive s desk, or the

location of the place for depositing cheques.location of the place for depositing cheques.The more the bank does to make the serviceThe more the bank does to make the serviceeasiereasierand better the more satisfied will be theand better the more satisfied will be thecustomer.customer.


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Service QualityService Quality

Reasons why a customer should be givenReasons why a customer should be givenQUALITY SERVICESQUALITY SERVICES-- Industry is competitiveIndustry is competitive Difficult to win back a lost customerDifficult to win back a lost customer Most customers don t complain but just opt Most customers don t complain but just opt

out out


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RATER AnalysisRATER Analysis -- I ndian OverseasI ndian OverseasBankBank

Z eithaml, Bitner and ParsuramanZ eithaml, Bitner and Parsuraman

RELIABILITY

ASSURANCE

TANGIBILITYEMPATHY

RESPONSIVENESS


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ReliabilityReliability Ability to perform the promised service dependably and Ability to perform the promised service dependably andaccurately.accurately.No Excuses service delivery. No Excuses service delivery.

Indian Overseas BankIndian Overseas BankFaces stiff competitionFaces stiff competitionExisting customers have faith, loyalty and trust in thisExisting customers have faith, loyalty and trust in thisbank.bank.Provide them best and reliable servicesProvide them best and reliable servicesFor e.g., no person likes to wait to withdraw his/herFor e.g., no person likes to wait to withdraw his/hermoney. Indian Overseas Bank has ensured that whoevermoney. Indian Overseas Bank has ensured that whoevercomes in for cash withdrawal will receive his/her cashcomes in for cash withdrawal will receive his/her cashwithin five to ten minutes.within five to ten minutes.


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AssuranceAssuranceEmployee s knowledge and courtesy and the ability of the firmEmployee s knowledge and courtesy and the ability of the firmand its employees to inspire trust and confidence.and its employees to inspire trust and confidence.Indian Overseas BankIndian Overseas Bank

Every customer treated with utmost careEvery customer treated with utmost care

Problem solved with great enthusiasm.Problem solved with great enthusiasm.Customers are assuredCustomers are assured the money they invest is securethe money they invest is secure the interest rate that is being provided to them is at par orthe interest rate that is being provided to them is at par or

higher.higher. the money they have invested will be returned to them asthe money they have invested will be returned to them as

and when required with proper interest.and when required with proper interest.Empower their customer contact peopleEmpower their customer contact peopleRegularly train them in skills to build trust and loyaltyRegularly train them in skills to build trust and loyaltybetween employees and customers.between employees and customers.

Assigned some of their staff members to build relationships Assigned some of their staff members to build relationshipswith the customers by getting to know them personally.with the customers by getting to know them personally.


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SERVI CE RECOVERYSERVI CE RECOVERY

Service recovery pertains to the actions taken by an organizationService recovery pertains to the actions taken by an organizationin response to a service failure. When a customer complains, hein response to a service failure. When a customer complains, heexpects 3 types of fairnessexpects 3 types of fairness- -

Outcom e FairnessOutcom e Fairness : : Charging the customer for a service whichCharging the customer for a service whichwas a result of a mistake on bank s part.was a result of a mistake on bank s part.

Pr oc ed ural F airn essP roc ed ural F airn ess : : No efforts made by any of the employeesNo efforts made by any of the employeesto help the customer.to help the customer.

I nt e raction f airn essI nt e raction f airn ess : Non: Non--fulfillment of the promises to thefulfillment of the promises to thecustomer, lack of apologizing act.customer, lack of apologizing act.


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Compla int H a nd l ing Compla int H a nd l ing--HDF C B a nk HDF C B a nk

Even the best firms are going to find themselves facing complaintsEven the best firms are going to find themselves facing complaintsfrom customers.from customers.H ow to diffuse them and then turn them into positive experiences forH ow to diffuse them and then turn them into positive experiences forall involved.all involved.

Turned to the airline industry for inspiration.Turned to the airline industry for inspiration.

Maps the customer flow at its branch.Maps the customer flow at its branch.'May I help you' desk at the reception.'May I help you' desk at the reception.

Efficiency parameters for each subEfficiency parameters for each sub- -process.process.

Monitors how long it takes for customer transactions as well asMonitors how long it takes for customer transactions as well ascomplaints to get processed.complaints to get processed. Moments of truth' surveys modeled after the airline industry's Moments of truth' surveys modeled after the airline industry'sSatisfaction surveys.Satisfaction surveys.Believes that unless they change to create convenience for theirBelieves that unless they change to create convenience for theircustomer and add to his brand experience, they will fail to capture thecustomer and add to his brand experience, they will fail to capture theloyalty.loyalty.


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COMPLAINT RESOLUTION MO DE L COMPLAINT RESOLUTION MO DE L

(C R M) of HDF C B a nk (C R M) of HDF C B a nk Not as a mere complaint Not as a mere complaint but as an issue.but as an issue.

If there is any complaint If there is any complaint either by an employee oreither by an employee ora customer in anya customer in anybranch; it will be lookedbranch; it will be lookedinto and resolved in 24into and resolved in 24

hours.hours.


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serives mktg - banking

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