SA01_Winning Business Strategy

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Slide 1:

Service Attitude Today's Winning Business Strategy

Objectives:

Objectives By the end of this session, you will be able to: Recognize the importance of Customer Service as an attitude for an organisation Illustrate how a company can utilise People, Processes & Technology to create Customer Delight. Identify the three ingredients of CRM. Identify who all are responsible for providing customer care in an organisation. Identify the role & responsibility of top management & various departments towards customer care.

Slide 3:

Case Study

Slide 4:

The arrival of private Indian banks and foreign banks has set new standards of efficiency and service even in smaller places. Having long suffered cramped environment, impolite staff and gross inefficiency at nationalised banks for decades, those opening accounts with the new banks are usually pleasantly surprised by the change. The banks have not only managed to break free from the above environment normally associated with a bank, but has also gone further ahead to understand the latent needs of the customer and provide services which surpass the expectations of the customers. Indeed, as private Indian banks compete for customers in order to fulfill the RBI stipulation of achieving a deposit base of Rs. 20 crore within three months of launch, the difference is felt even before one actually opens an account. These contemporary banks do many things to delight their customers. For example, sending a surprise enclosure along with their flyers, providing a leaflet that explains the virtues of the nearby branch of the bank, etc. These initiatives help to attract and retain customers. Some banks adopt aggressive selling tactics for attracting customers. These banks offer a range of customer services such as:

Slide 5:

Easy opening of accounts, with the staff going to customer’s homes or offices to complete the necessary formalities. Low minimum deposits, with some new private banks allowing savings accounts to be opened with just Rs 5,000. 24-hour ATMs at all branches to both dispense cash and accept deposits (within specified limits). Longer working hours, with some branches staying open on Sundays and other holidays. Immediate electronic transfer of money to any branch in any city. Full service, round-the-clock through tele-banking, e-banking, online banking and even mobile banking. The biggest draw for the average consumer, of course, is the ATM. Though most private Indian banks have these machines at their branches, some have also started opening off-site ATMs. Convenience is, after all, the name of the game.

Slide 6:

Just as convenient is the move by private Indian banks to lengthen or stagger their working hours. Centurion Bank for instance has branches in Chennai that work 365 days a year. And HDFC Bank conducts surveys of its customers in order to ascertain their preferred times for banking. HDFC says, “The timing differs in each of our branches; it depends on the location. A branch in New Delhi’s Connaught Place business district has regular hours. At Khar, in suburban Mumbai, our timings are 10 a.m. to 12 noon and 4 p.m. to 6 p.m. in the evening to cater to the needs of the residents.” Yet another useful facility and a much appreciated facility is the tele-banking. By simply punching in his personal identification number on the telephone instrument (or informing the operator), a customer can receive an update on his/her balance, order drafts, transfer money, or request a new cheque book. Of course, several of the services provided by these banks are made possible thanks to major investments in state-of-the-art technology and staff training.

Slide 7:

What is the latest trend in banking today? Convenience banking What traits of the nationalised banks mentioned in the case study have changed? Cramped environment, impolite staff and gross inefficiency at nationalised banks for decade What are the steps taken by the banks these days to delight their customers? These contemporary banks do many things to delight their customers. For example, sending a surprise enclosure along with their flyers, providing a leaflet that explains the virtues of the nearby branch of the bank, etc. These initiatives help to attract and retain customers. Some banks adopt aggressive selling tactics for attracting customers. What are the steps taken by HDFC banks for customer convenience? What examples are mentioned in the Case Study related to this? The timing of HDFC branches differ depending upon the location. A branch in New Delhi’s Connaught Place business district has regular hours. At Khar, in suburban Mumbai, the timings are 10 a.m. to 12 noon and 4 p.m. to 6 p.m. in the evening to cater to the needs of the residents

Recipe for a Winning Business:

Recipe for a Winning Business The key to a successful business is the Customer-centric philosophy spreading through the entire company. The Customer-centric approach includes : Satisfying both the Material needs and the Emotional needs of the customer. Exceeding customer expectations at every given opportunity. Taking regular customer feedback and using it to improve the process to service the customers better.

Recipe for a Winning Business:

Recipe for a Winning Business A winning business strategy ensures a balanced and integrated approach towards managing customer relationships through a combination of : People Process Technology Systematic measurement of customer's expectations & perceptions of service quality. No assumptions.

Recipe for a Winning Business:

Recipe for a Winning Business For a company to be successful it is important that internal monitoring and measurement systems are set up to detect and eliminate any gaps or barriers that lead to poor customer service.

Role of Different Departments:

Role of Different Departments Example : e-commerce

Role of Each Deparment:

Role of Each Deparment Example : Bulk Orders

Customer Focus:

Customer Focus

Involvement of Top Management:

Involvement of Top Management

Summary:

Summary With the end of this session, you are now able to: Recognize the importance of Customer Delight Illustrate how a company can utilise People, Processes & Technology to create Customer Delight. Understand the three ingredients of CRM. Identify who all are responsible for providing customer care in an organisation. Identify the role & responsibility of top management & various departments towards customer care.

Slide 16:

Thank You

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