ASSIGNMENT 1

Marketing Metrics Sriram D

CUSTOMER SATISFACTION AT BRITE BANK

Brite Bank commenced operations a couple of years back and has a network of 25 branches,

primarily operating in Mumbai, Pune, Nashik, Nagpur and some district capitals in Maharashtra.

Started by a group of industrialists, the bank has been able to quickly commence operations

and currently has more than 25,000 customers in its fold. The top and middle level management

have been recruited from large private sector banks and are industry veterans.

Ms Sneha Kulkarni, COO was a high flyer at one of the largest private sector banks, when she

joined Brite. Her vision was to create a work force that could be nurtured on the vision and

values of Brite Bank. Hence, all branch level officers and assistants were recruited and trained by

the bank. For this, the bank tied up with AK Institute of Banking & Finance, a training institute, to

provide initial training to probationary officers and Banking Assistants recruited by the bank.

Advanced training was imparted by Brite’s own training team, both at the bank’s corporate

office and at branch level.

According to Brite, exemplary customer experience could be a unique differentiator to increase

customer base. Large part of the initial infrastructure investment, was spent on creating an IT

infrastructure which would enable the bank to quickly roll out value-added facilities like e-

banking, mobile banking and enable tracking customer transactions, trends and behaviors. The

bank scaled up to 25 branches with all these facilities and there was pressure from the top

management to expand into other states. However, Sneha wanted to be sure that the customer

experience was exemplary, before she could confidently increase the network.

She appointed M/s B-Z consulting, a small, but good market research outfit, to conduct a

dipstick study on customer perceptions. The customer feedback survey was conducted to

evaluate the following:

a. Satisfaction survey for transaction banking

b. Satisfaction survey for credit cards

c. Detailed survey on various customer facing touch points with larger sample size

As the business analyst responsible to present the report to the COO, please prepare

dashboards as per formats given below and prepare a report indicating the good and bad

findings, and more importantly your recommendations to improve the customer experience.

� Transaction Banking and Credit Cards

Tabulate the findings of the survey as per the following format:

i. Transaction Banking

Customer

Type

Overall

Feedback

Customer

Service

Range of

Products

Convenience Internet

Banking

Mobile

Banking

Phone

Banking

Query

Handling

Professional

Own

Business

Overall

Score

ASSIGNMENT 1

Marketing Metrics Sriram D

ii. Credit cards

Customer Type Overall

Feedback

Value

Offered

Reward

Programs

Redemption

Convenience

Promotions

& Offers

Professional

Own Business

Overall Score

1. Calculate the Net Promoter Score for Transaction Banking & Credit Cards

2. Which factors contribute to the overall satisfaction of Transaction Banking and Credit

Cards

3. Based on the table above:

a. Record the factor where the bank is faring well (Top box score)

b. Record the factors where the bank has to improve (Bottom two box score)

c. Suggest how you intend to improve the scores.

� Review of Customer facing Touch Points

The bank has divided the customer facing touch points into eight dimensions and has obtained

feedback on all of them. A brief description of dimensions is provided below:

Sl Dimension Description Factors

1

Product Savings Bank and other products

offered by the bank

� SB a/c feature

� Balance in a/c

� Returns on fund

� Innovative a/c

� FD options available

2

Staff Availability and behavior of bank

staff

� Staff availability at the branch

� Competency of the staff

� Flexibility exhibited by the staff

� Time taken to resolve queries

3

Facility Factual details pertaining to the

branch

� Ease of locating a branch

� Suitability of branch timings

� Cleanliness

4

ATM ATM related touch points

� ATM location

� Security at ATM

� Cash availability at ATM

� ATM withdrawal limit

5

Home Banking Facility where bank staff visit HNIs at

their homes or offices

� Ease of home banking

� Range of services

� DD delivery time

� Cash drop facility

6

Mobile Banking Facilities that can be accessed

through the mobile phone

� SMS activation

� SMS service provided

� SMS request processing

7

Internet Banking Facilities provided online

� Ease of logging-in

� Ease of online transactions

� Online security features

� Speed of online transactions

8

Helpdesk Call center operations

� Ease of connection to customer care

� Waiting time on phone

� Range of IVRS options

ASSIGNMENT 1

Marketing Metrics Sriram D

4. Evaluate average score for each of the dimensions. Which are the areas where the bank

has to do well? Where are they performing well, relatively?

Dimension Dimension Dimension Dimension Dimension Dimension Dimension Dimension

Avg. Score Avg. Score Avg. Score Avg. Score Avg. Score Avg. Score Avg. Score Avg. Score

5. What are the specific issues that the bank has to address? Please look into the touch points

with low scores and suggest for improvements.

6. On the whole, what is your recommendation to the COO, with respect to the proposed

network expansion?

Please provide answers through a detailed report including the methodology adopted, dash

boards indicating results and action plan to improve customer experience.

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