Industry Research : Customer Service, the Key to Success
Private sector banks have outpaced public sector banks in winning customers’ trust when it comes to satisfaction with the services offered. HDFC Bank tops all three parameters — bank staff, facilities and turn-around time — while ICICI Bank stood second in all these categories.
In the list of top 10 banks, IDBI Bank, Bank of Baroda and Axis Bank have found a place in the top five.
The dominance of private sector banks in the top slots in all three categories shows that private banks are trying hard to attract customers and improving their services constantly. On the other hand, it also shows that public sector banks have a long way to go if they want to keep up.
Customers we spoke to feel that there is a need for banks to train their staff about the services on offer as well as customer behavior.
"This (staff’s friendliness and efficiency) is an issue with all the banks. Though staff looks really fancy and well-dressed, an ability to multi-task and knowledge about their own products is always missing ," said Dipanshu Roy, a Chandigarh resident who works for a news agency. "The recruiters really have to think about this," he said.
Despite banks embracing new technology, many customers complain that they have to wait longer to finish their transactions.
"Most banks make you wait. Due to their dependence on the internet, if there is a technical failure then there is no alternative manual mechanism. Sometimes, there is no work throughout the day due to server failure," said Sujit Mishra, who is a senior marketing executive from Ranchi.
Customers have also given a thumbs-up to the marked improvement in bank branches and ATMs. While earlier, one would have to wait in long queues in cramped spaces to get work done, most banks now ensure that their branches and ATMs are more accessible and attractive. "The banking hours and cleanliness (in branch and ATMs) are quite satisfying," said Aishwarya Pathak, an HR executive from Indore. "There is scope of improvement in seating arrangements though," she added.
HT Correspondent, Hindustan Times
Posted by Veronica Silva Cusi, news correspondent
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