Saturday, October 27, 2012

Moment of truth

Last night, a thought came across my mind. What is my expected quality of customer care services from my bank? I am not talking about "dream-come-true" service quality but a "bring-a-smile-post-call" kind of service quality. Again, this has nothing to do with bank's products or services or infrastructure etc., but only customer care services. So, here it is:
  1. 1 contact number (available 24 hrs across all 365 days; need not be toll free) which can be used across the country from any land line or mobile service provider,  to reach the customer care rep. for any service request / inquiry. This number will be available on the home page of bank's website. If updated, an sms will be send to all customers a week in advance. 
  2. In case a relationship manager is assigned to a client, a direct number (which doesn't change every 2 months) will be provided. While, a branch may have more than one such numbers, only one person will answer a specific number (unless it is totally impossible otherwise) to ensure progressive communication and little repetition & irritation to customers. Relationship managers will be always available to attend customer's call from 8.00am till 8.00pm. If no one, picks up this number, call will automatically go to CC reps.
  3. Branch Manager will call the customer the next day before 12.00am and give reason as to why no one answered the call, the previous day. Same shall be sent by email too.
  4. Human like greetings, being approachable (language, attitude etc) and willingness to help will be first rule for all CC reps or relationship managers. They will focus on understanding customer's problem and suggest the fastest feasible way to handle it and reasons thereof.
  5. CC reps / relationship managers will never give generic template responses. They will confirm if they don't know the answer. (Customer doesn't expect the world anymore and wants to understand reasons; He is ready to pay the price and invest time; just saying "not possible" several times doesn't solve anything).
  6. CC reps / relationship managers will be the single point contact between the bank & customer. Either they'll have a solution (they will explain specific steps to be followed, info /documents required for that and the expected time required) or they'll call back the customer within 4 hrs with a solution (again, specific steps to be followed, info /documents required for that and the expected time required)
  7. CC reps / relationship managers will be required to note down all discussions (key takeaways) with customers on its account / database with the bank. All new posting on the account shall be automatically emailed to customer post the call.
  8. Customer can reply to the mail with his/her queries, complaints or feedback. A email will be sent daily with updates on outstanding request till it is closed to the satisfaction of customer (like courier guys update you on their sites).
  9. Customer to give feedback on each communication. CC reps.' / relationship managers' appraisal will consider these feedback.
With role of physical presence or communication by phone reducing everyday in Indian banking industry because of  improving banking infrastructure over internet and mobiles and increasing knowledge and acceptance of the same among customers, banks (both public sector and private sector banks) have the bandwidth of ensuring that most of the above mentioned suggestions are implemented at virtually no extra cost.

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