Applying The Solutions Offered

By Gartners Article To A Public

Sector Bank SBI To Improve The
Existing Bad Customer
Experience
Submission By JATIN ARORA | A005 | 80303130006

Why a public sector bank?

The company I have chosen is a public sector bank SBI.

We deal with one or the other public sector bank in different phases
of our lives because of the amazing products and services they offer
(such as lowest bank loan rates, high FD interest rates etc.)

The products and services are very good, but what lacks most of the
times is a good customer experience.

Comparison to Private Sector Bank

CRM
In comparison to a private sector bank, where an organization caters
to a select group of customers, the challenges are different in the
public sector. A public sector CRM would need to have a widespread
reach, while a private sector is more controlled in terms of the target
audience. While a private sector CRM might have customer retention
as the fulcrum of its CRM program, in a public sector all the citizens are
customers and due to wide ranging nature of civic offerings, this calls
for multiple interfaces of collaboration.

Building Blocks for Effective Public

Sector Bank CRM
To prepare for success in public sector bank CRM, let us consider the
following building blocks. Many of the following are already present in
the system, but they are not effective enough to leave no scope for
improvement.

Building Blocks for Effective Public

Sector Bank CRM

National Citizen Database: Having a national citizen database

would be one of the first few basic steps to achieve CRM in Public
Sector. All citizen information can be consolidated and this can be
used as a single source of truth for authenticating a citizens
entitlement to services.

Call Center: Having a trained and customer friendly employee can

help in sustaining relationships. Service requests functionality can be
enabled with a call center application to register service requests
and can be complemented with robust workflow processes that
would automate the processing of the requests.

Building Blocks for Effective Public

Sector Bank CRM

People and Processes: Moving away from a traditional way of

dealing with citizens to a CRM model, would mean radical change
in behavior of the staff. They would have a hands on direct
experience of dealing with citizens anguish or their own inability to
efficiently service a citizens request. Early involvement would also
mean participative behavior and help in curbing any kind of
resistance.

CRM Software: A CRM software through its integrated service

management approach and automated workflow can improve
interaction channels with customers.

Key Benefits
A CRM program in a public sector environment, by enabling
automated and rationalized interactions among customers and SBI,
can go a long way towards improving the efficiency of bank services.
The key benefits include but are not limited to:

Faster delivery of services thus resulting in improved satisfaction among

customers.

Improved transparency thus enabling the staff to take ownership and

be accountable for providing services to customers. For example,
customers would know the exact status of all their requests using an
online portal.

Modern IT infrastructure with automated processes thus minimizing

manual intervention.

THANK YOU