Bandhan Bank was incorporated in 2014 as a wholly owned subsidiary of Bandhan Financial Holdings. It is headquartered in Kolkata and was the first bank set up in eastern India after independence. The bank started with a capital base of over Rs. 2,500 crore and seeks to offer banking products and services to both urban and rural customers across India, with a special focus on eastern and northeastern regions. Its target customers include urban, semi-urban, and rural populations, mainly focusing on women.

2. Bandhan Bank
•Bandhan Bank Limited was incorporated on 23rd December 2014 as a wholly-
owned subsidiary of Bandhan Financial Holdings Limited.
•Kolkata-headquartered Bandhan is the first bank to be set up in eastern part of
India after Independence.
•The RBI licensing norms stipulate that a new bank must have a ₹ 500 crore capital.
Bandhan Bank starts with a capital base of ₹ 2,570 crore and this will soon rise to ₹
3,052 crore.
•Bandhan Bank seeks to offer its world-class banking products and services to
urban, semi-urban and rural customers alike. While it has a pan India presence, the
special focus remains on eastern and north-eastern part of India.

3. CUSTOMERS
Urban, semi-rural and rural customers
They are mainly concentrating on women

5. Services offered by the
company
Savings
Account
Term
Deposit
Current
Account
Base
Rate
Loans

7. Challenges Faced
By the Company
•Staffing
• Doorstep Service
•Other Banks
•Electricity in rural areas

8. Service Marketing Mix
Product
The product offered are the
services which includes various
types of bank accounts,
different of loans, investment
services, credit card, online
banking, mobile banking.

9. Price
Interest rates charged
Transaction charged
Value pricing

10. The trade area
Population characteristics
Commercial structure
Visibility
Access
Place

11. Public relations
Personal selling
Word of mouth promotion
Internet
Tele marketing
Promotion

12. Physical Evidence
It refers to the overall
layout of the place i.e.
how the entire bank is
designed. Physical
evidence refers to all those
factors that makes process
much easier and smoother.
In Bandhan bank the
physical evidence would be
the placement of customer
service executive’s desk or
the location of the place
for depositing cheques.

13. Process constitutes the overall procedure involved
in using the services offered by the bank.
The process should be customer friendly
If the overall process is too complicated than the
customer may not be inclined to use such services
Process

14. It involves the people of the
bank i.e. employees.
Employees should also treated
as internal customers and
quality human resources can
be point of differentiation
People

16. Understanding customer needs
Managing expectations
Traditional marketing communications
Sales and promotion
Advertising
Internet and web site communication
External Marketing

17. Hiring the right people
Training and developing people to deliver service
Employee empowerment
Support systems
Appropriate technology and equipment
Rewards and incentives
Internal Marketing

18. Service delivery Reliability,
responsiveness, empathy, assurance,
tangibles, recovery, flexibility.
Face-to-face, telephone & electronic
The Customer Experience.
Customer interactions with sub-
contractors or business partners.
The “moment of truth”.
Interactive Marketing

19. Gaps Model of Banking Service Quality
Perceived
Service
Expected
Service
CUSTOMER
COMPANY
Customer
Gap
Gap 1
Gap 2
Gap 3
External
Communications
to CustomersGap 4
Service
Delivery
Customer-Driven
Service Designs and
Standards
Company Perceptions
of Consumer
Expectations

20. Customer Expectations
Not Knowing What Customers Expect
•poor marketing research orientation
•Lack of upward communication
•Insufficient relationship focus
Company Perceptions of
Customer Expectations
Provider Gap 1

21. Listen to customers
through research.
Cover company
strategy to retain
and strengthen the
relationship.
Improve upward
communication
Closing The Gap

22. Management Perceptions of
Customer Expectations
Not Selecting The Right Service Designs And
Standards
• Poor service design
• lack of customer-driven standards
Customer-Driven Service
Designs and Standards
Provider Gap 2

23. Closing The Gap
• Increase number of
cash windows
• Pace of transaction
• Counting machine
Service
redesign
•Surveys
•Complains
•Feedback
Reset
Standards

24. Customer-Driven Service
Designs and Standards
Not Delivering To Service Designs And Standards
•Insufficient Employees
•Customers who do not fulfill roles
•Failure to match supply and demand
•Lack of qualification and Experience
Service Delivery
Provider Gap 3

25. Recruiting
Qualified and
Experience
Employees
Forecasting
Daily Demand
Help to
consumers
(How fill
deposit forms)
Aware about
all the Details
Closing The Gap

26. Not Matching Performance To
Promises
Lack integrated communications.
Ineffective management of customer
expectations.
Overpromising.
Service Delivery
External Communications to
Customers
Provider GAP 4

28. The customers seek the service
through the promotional activities
done by the company, the TV and
newspaper advertisements, and the
word of mouth i.e referred by the
existing customers.
Bandhan bank has different types of
accounts and loans available.
The customer can choose to open
account on savings or if they are
businessman then on current account
and also fixed account is available and
loans are available i.e,veichle loan etc
Customer evaluate based on interest
given to the deposit made and also
loan interest.
Customers of Bandhan Bank

29. Adequate
Service
Desired
Service
Zone of
Tolerance

30. Adequate
service
Adequate service is nothing but
what the company provides to the
customers. It is the level of
service that the customer will
accept. It represents the
minimum tolerable expectation.
To fulfill the desired expectations
of the customer, safety and
security of investors, customer
education, proper assistance,
handling customer queries etc.
Desired
service
Desire service is the blend of
what the customer believes
‘can be’ and ‘should be’.
These are the services
expected by the customer
from the service provider.
The desired services of a
customer of quality service,
high returns on investment
good assistance from the
service employees.

31. Zone of tolerance:
If the service performance is above the zone of
tolerance at the top end, where the performance
exceeds desired services, the customer will be very
pleased. And when service drops below the adequate
service, where the minimum level considered
acceptable, the customer will be frustrated and most
likely dissatisfied with the company.

32. Consumer Evaluation Of Service
OUTCOME INTERACTION
PHYSICAL
ENVIRONMENT
QUALITY

33. Measures For Service Quality
Reliability
Responsiveness
Empathy
Assurance
Tangibility

34. Understand customer needs
Understand customer perception
Indentify their own strength and weakness
Critical prerequisite for satisfying and retaining valued customers
Customer Satisfaction

36. Pleasure And Displeasure Of Service Encounter
Recovery
Adaptability
Spontaneity
Coping

37. Customer Expectation Towards Market
Research
Executive visit to the customer
Executive or management listening
to customers
Research on intermediate
customer
Research on internal customer
Executive or management listening
approaches to employees
Employee suggestion

39. Relationship Development Strategies

40. Standardization
of service
behavior and
action
Formal service
targets and goals
Customer, not
company defined
target and goals

41. Hard standards
Check audits done in Bandhan bank and the targets
should set on total accounts credited for the month ,
total turnover of the bank per month of each branch
and their growth targets

42. Soft standards
Loyalty and perception of account
holders of Bhandan bank
feedback from the customers
monitoring the interaction of the bank
between service provider and customer
monitoring call help desk.

43. Service Blue Printing
Service-Blueprinting is a service planning help tool.
It can be used for developing new innovative services as
well as for improving existing services. The method is also
appropriate for ensuring the quality of service processes.

44. Roles of Service Blueprint
Objective is to establish the activities of the service production in a
graphical representation.
Service-Blueprinting with its strong customer-focus differs from other
methods of process analysis
Service Blueprinting supports customer satisfaction.
Service Blueprinting considers not only the customer requirements
during the process design, but also the firm’s internal requirements.

45. Definition of the ideal customer interaction process from
initial contact to the end of service interaction
Identification of the contact points between the customer
and service provider. This includes all customer-perceivable
process steps performed by the service
Identification of the interactions between the front office
and the back office

46. Service Failure
Dissatisfaction/
Negative emotions
Complaint
action
Complaint
to provider
Negative word
of mouth
Exit/
Switch
Stay
Third party
action
No complaint
action
Exit/
Switch
Stay
Service Failure

47. Customer Respond To Service Failure
Passives
Voices
Irates
Activists

48. Service Recovery Strategy
Act quickly
Provide
adequate
explanation
Treat
customer
fairly
Cultivate
relationship
with
customers
Encourage
and track
complaints

49. Service Guarantees
Bandhan bank can use this by
focusing on customers by
providing good services to
them. Collecting the feedback
from borrowers and lenders of
bank from this they can
improve their service and it
reduces risk and builds
confidence in the bank.

50. Key drivers of service quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles

51. Customer Retention and Profits

52. They are the
Service
They are the
organization
in the
customers
eye
They are the
brand
They are
marketers
Employee role in service

54. Hire the right people
A central concern of human resource management is recruitment and
retention of valued employees. Therefore, in order to deliver service
quality effectively, companies should pay more attention to recruiting
and hiring suitable service employees.

55. Develop people to deliver service quality
To develop and maintain a consistent customer oriented and
service-minded workforce, only hiring the right people in the right
place is not enough. Companies must provide necessary training
program and give the authority to their employees to ensure the good
service delivery.

56. Provide needed support systems
In fact, without customer-oriented internal support and
systems, proper conditions for delivering quality service do not
exist. The following suggested strategies are aimed at ensuring
customer-oriented internal support

57. Retaining the best people is an essential part of human
resource management. Only hiring the suitable people for the
company is not enough. One key to success for HRM is to attracts,
develop, and keeps the best people.
Retain the best peoplebest people

58. CUSTOMERS ROLE

59. Delivering service through
intermediaries and electronic channels
Since Bandhan is
recently launched
they are not in touch
with any franchisees,
agents, and brokers.
This will helps them
to provide better
quality service to the
customer and in
order to reduce
leakage of funds.

60. ELECTRONIC CHANNELS
The terms and
conditions of the
bank are
available
through websites
Through ATM
SMS and
Telephone
banking
Advertisements
through social
Media etc.

61. Marketing communication
Advertising
Sales
Promotion
Personal
Selling
Publicity and
Public
Relations (PR)
Direct
Marketing
Word of
mouth
promotion

62. Strategies To Match Service Promises With Delivery
Address service
intangibility
Manage service
promises
Manage
customer
expectation
Manage
customer
education
Manage internal
marketing
communication

63.  Address service intangibility
To provide customers with accurate and timely disclosure of terms, costs, rights and
liabilities as regards loan transactions. Information regarding rate of interest, processing
fee, service charges, refund of charges, etc.
 Managing service promises
By providing professional, efficient, courteous, diligent and speedy services to the
customers.
 Manage customer education
In this customer should know basic knowledge of banking, as we know that Bandhan is
recently launched, so that they should educate customers about the rules and regulations
of the bank. That may be in terms of timings of the banks, processing time, information
about new schemes etc.

64.  Manage customer expectations
Appropriate and accurate communication about services is the responsibility of
the bank. In case of Bandhan bank the primary view towards the bank is to provide
services to women’s and middle class people at a reasonable rate, so that the
expectation of the customer will be high in terms of service from bank.
 Manage internal marketing communication
Managing internal marketing communication is important in banking, where the
management should know the expectation of the customer and in order to meet
the expectation of the customer the internal communication has to be strong, the
information should reach to higher level.

65. Pricing Strategies

66. Physical evidence and service scape
Placement of
the customer
service
executive’s
desk
Location of
the place for
depositing
Cheques
ATM
Physical evidence is the
overall layout of the place.
How the entire bank has
been designed. Physical
evidence refers to all those
factors that helps make the
process much easier and
smoother.

67. Guidelines for physical evidence strategy
Recognize the
strategic
impact of
physical
evidence
Blueprint the
physical
evidence of
service.
Clarify
strategic roles
of the
services cape.
Assess and
identify
physical
evidence
opportunities.
Be prepared
to update and
modernize
the evidence.