Agreat amount of time and energy is spent by the bank ing industry to satisfy customers in order to increase the business value. There are various types of customers in the bank, viz., individual and corporate, mass and class, casual and permanent, staff & non-staff, etc., and the satisfaction levels of each customer varies with the type and time of the transaction. The satisfaction of day-to-day needs to the satisfaction of ego become the central focus of customer satisfaction.
A satisfied customer is an asset to the bank. Further, it is observed that acquiring a new customer costs ten times more than retaining one. In many cases, a dissatisfied customer does not leave be-hind him a trail of information for the bank to analyze the problem and find the remedies for the same. The branch managers should concentrate not only on their business targets, but also on such dissatisfied customers and analyze the reasons for their dissatisfaction.
The compilation of this kind of data can be assigned to a Chartered Accountant. Especially in a high value environment (like in a branch where crores of rupees transaction takes place), it makes a lot of sense. The bank can introspect on the deficiencies in the system and can rectify the same. |
