Customer service delivery excellence that can be used for training

CAIIB-General Bank
Management
Module D -MARKETING
MANAGEMENT
BY
S.V.ATRE
Bsc, BA, LLB, MBA, CAIIB
FACULTY,
BANK OF INDIA,
MANAGEMENT DEVELOPMENT INSTITUTE,
CBD BELAPUR, NAVI MUMBAI

WHAT IS MARKETING ?
• IS SELLING & MARKETING ARE SAME ?

DEFINITION – PETER DRUCKER
• Marketing is not only much broader than
selling, it is not a specialised activity at all.
• It encompasses the entire business.
• It is the whole business seen from the point of
views of its final result that is from the
customer’s point of views.
• Concern and Responsibility for marketing
must therefore permeate all areas of the
enterprise
contd…….

• Marketing is the business function that
identifies current unfilled needs and wants,
• defines and measures their magnitude,
• determines which “Target Markets” the
organisation can best serve
• and decides on appropriate products,
services and programmes to serve these
markets.
• Thus, marketing serves as a link between
society’s needs and its pattern of industrial
response.
DEFINITION – PHILLIP KOTTER

CONCEPT
OF MARKETING
Collecting & Analysing the
Needs,
Wants & Demands of Customer
Developing & Designing
a Product
Conveying the Customer
about the Product
Pricing the Product
Delivering the
Product
Feedback

INTRODUCTION TO MARKETING MANAGEMENT-
Questions
1) To make available goods and services to buyers
according to their requirement Is called :
a) selling
b) trading
c) marketing
d) any of the above

Questions
2. Marketing combines which of the following :
a) philosophy of business and business
practices
b) business practices and customer
requirements
c) customer requirements and philosophy of
business
d) all of the above

Questions
2. Marketing combines which of the following :
a) philosophy of business and
business practices
b) business practices and customer
requirements
c) customer requirements and philosophy of
business
d) all of the above

INTRODUCTION TO
MARKETINGMANAGEMENT-Questions
3.Which of the following is not a part of the
marketing activity
a) sales and sales management, marketing
research, planning distribution
b) advertising and promotion, after sale service
c) pricing, packaging, product development
d) none of the above

Questions
4. Which of the following is more
appropriate to the process of marketing
management.
a) analysis and planning
b) planning, marketing and
implementation
c) analysis, planning, implementation
and control
d) analysis, implementation, control and
marketing

Questions
4. Which of the following is more appropriate to
the process of marketing management.
a) analysis and planning
b) planning, marketing and
implementation
c) analysis, planning,
implementation and control
d) analysis, implementation, control and
marketing

Questions
5. Which of the following is an
appropriate definition of product.
a) it is anything that can be offered to
satisfy a need or want of the customer
b) a product can be a physical goods
c) a product can be a service or idea
d) all the above together

MARKETIING OF WHAT
 PHYSICAL GOODS
 SERVICES
 IDEAS
 MARKETING DIFFERS FOR EACH
CATEGORY

MARKETIING OF SERVICES
• AS A BANKER WE ARE CONCERNED
WITH THE MARKETING OF
SERVICES
• WHICH GREATELY DIFFERS FROM
MARKETING OF GOODS
(contd)

DIFFERNCE BETWEEN PHYSICAL GOODS & SERVICES
PHYSICAL GOODS SERVICES
• Tangible • Intangible
• Homogenous • Heterogeneous
• Production& Distribution
separated from consumption
• Production, Distribution
and Consumption are
simultaneous processes
• A thing • An activity or process
• Core value produced in factory • Core value produced in
buyer-seller interactions
• Customers do not participate in
the process
• Customers participate in
the production
• Can be stored • Can not be stored
• Transfer of ownership possible • Transfer of ownership not
possible

DEFINITION OF SERVICE
• Services are by and large “Activities” or
they are a series of activities – rather than
things
• The services are intangible
• They take place in the interaction between
the customer and the service provider i.e.
Services are produced and consumed
simultaneously

MARKETING OF BANKING PRODUCTS
• Banks provide services
• Its aim is to satisfy customers’ needs and
wants
• The needs and wants of the customer are
financial in nature
• Competition, Efficiency and Effectiveness
are major factors

CONSUMER BEHAVIOUR
• STUDY OF THE CONSUMER EHAVIOUR IS
ESSENTIAL FOR MARKETING
• UNDERSTANDING CONSUMER
BEHAVIOUR IS THE GREATEST
CHALLENGE
• CAN CONSUMER BEHAVIOUR BE
PREDICTED
• CONSUMERS ARE HUMAN BEINGS

CONSUMER BEHAVIOUR
“To buy or not to buy”
What to Buy?
When to Buy ?
Consumer behaviour is influenced by :-
• Needs and Motives
• Hierarchy of Consumer Needs
• Decision making process

NEEDS & MOTIVES
1. Physiological Needs : Food - Oxygen - Sleep
2. Safety Needs – Avoidance
or Protection from Threatening
situations and economic security
3. Social Needs
Friendship,affection
and a sense of belonging
4. Esteem Needs –
Self respect, Recognition,
Status and Success
5. Self-Actualisation
Self Fulfillment

Individual Perception
• An individual is motivated by
• his personal needs for self esteem,
• love or social recognition,
• his behaviour is affected by his particular
perception of himself and the world around
him.
Selective Perception
• Human consumers have the ability to select
from the many sensations bombarding our
brains

CONSUMER BEHAVIOUR
Learning and Habit Development –
Cognitive theory views
• Learning as a mental process of memory
thinking
• and the rational application of knowledge to
practical problem solving
• Most consumer behaviour is habitual. They
rely on habit because :-
1)they resort to habit when they select products
because it is easy
2)they rely on habit because of necessity
3)they resort to habit because it is the rational
thing to do

FACTORS INFLUENCING CONSUMER
BEHAVIOUR IN BANKING
• Location : Where a bank branch is
located often influences the choice
of the bank.
• Very often the “bank next door”
wins on that basis alone
»
contd….

Safety : Depositors are very often placing
their hard earned money in a bank and a
worrying factor for them is “is the bank
safe?”
• To quell the fear, the background of the
bank, its promoters, international
connections, the years it has been
operating in the country, all influence the
choice
contd….

• Returns : A consumer having satisfied
himself that his money is safe, wants to be
sure that the returns being earned are
attractive

• Range of Services : With greater
sophistication in the environment, a
consumer gets more demanding and would
like his bank to offer a variety of services and
products which increase convenience for
him.
• Ex. Phone billing + ATMs or offer him greater
choice – a range of term deposit products
which offer him high returns and liquidity.

CUSTOMER SERVICE AS A
MARKETING TOOL

CUST SERVICE AS A MRKTING TOOL
• MARKETING COST IS VERY HIGH
• SUCCESS OF MKTG IS UNCERTAIN
• SATISFIED CUSTOMER IS THE BEST
MARKETING MANAGER FOR THE BANK
• NOT ONLY HE RETAINS BUSSINESS
HE CANVASSES NEW BUSINESS ALSO
• HIGHER SUCCESS RATIO
• ITS FREE

Customer Service -The Essence
Of bussiness
• Customers are the backbone of the
Organizations
• They posses the power to make or break
any organisation irrespective of its nature
and size .
• You forget your customers and you are out
of your bussiness

CS-The essence of business.
• So, it is necessary to take adequate care of
them and at the same time increase their
number.

NEED OF CUST SERVICE
• IN A FREE MARKET ECONOMY THE CUSTOMER
HAS CHOICE
• IT COSTS MORE TO GAIN A NEW CUSTOMER
THAN TO RETAIN AN EXISTING ONE.
• UNLESS THE SITUATION IS RECOVERED
QUICKLY-
• A LOST CUSTOMER WILL BE LOST FOR EVER.

NEED OF CUSTOMER SERVICE
• DISSASTISFIED CUSTOMERS HAVE FAR MORE
FRIENDS THAN SATISFIED ONES.
• IF YOU DONOT LOOK AFTER YOUR CUSTOMERS,
SOMEBODY ELSE WILL.

CUSTOMER’S NEEDS
• SPEED
• TIMELINESS
• ACCURACY
• COURTESY
• CONCERN

TOOLS
STAFF EMPOWERMENT
• ATTITUDE
• POLITENESS
• LISTENING
• PROMPTNESS
• KNOWELEDGE
• COMMUNICATION
• CUSTOMER EDUCATION

COMMON COMPLAINTS
• RUDE SERVICE /RESPONSE AT THE COUNTER
• UNATTENDED PHONES
• DELAYED SERVICE
• INSENSESITIVITY AND APATHY TOWARDS
CUSTOMER
• UNINFORMED STAFF

COMPLAINTS REDRESSAL
• WELCOME COMPLAINTS,THEY ALLOW FOR
RECOVERY
• THE CUSTOMER MAY NOT ALWAYS BE RIGHT
BUT HOW YOU RESPOND CAN MAKE ALL THE
DIFFERENCE
• IF YOU DONOT LOOK AFTER THEM,SOMEBODY
ELSE WILL

TIPS
• AVOID CONFRONTATIONS
• YOU MAY WIN THE ARGUMENT BUT WILL LOSE
THE CUSTOMER

CUSTOMER DELIGHT
• GIVE HIM MORE THAN WHAT HE NEEDS OR
DEMANDS
• SERVE WITH SMILE
• MAKE HIM A DELIGHTED CUSTOMER
• MAKE HIM A FRIEND

LEGAL PROTECTION TO CUSTOMERS
• Consumer protection act
• Banking Ombudsman scheme
• Right to information act
• Lenders’ liability act

The Consumer Protection Act
• Consumers are provided with easy access
to justice.
• Simple and faster mechanism
• since it is a welfare legislation the
interpreted to the benefit of the consumer.

COPRA PROTECTS FOLLOWING
RIGHTS OF CONSUMERS.
• Protection from goods which are
dangerous to life and property.
• To be informed about the
quality,quantity,potency,purity,standard
and price of goods
• To have competitive price
• The consumer interest will receive proper
consideration

COPRA
• The right to seek redressal against unfair
trade practices/exploitation,
• The right to consumer education.

THE BANKING OMBUDSMAN
SCHEME 1995
• POWERS AND DUTIES
• a) to receive complaints relating to
banking services.
• b) to consider such complaints and
facilitate their : I) satisfaction or
• ii)settlement by agreement or
• iii) by making a recommendation or
• iv) award

Ombudsman’s authority include
• All complaints concerning deficiency in
service,such as:
• 1.Non payment/inordinate delay in payment
or collection of cheques,drafts/bills,etc.
• 2.Non -acceptance , without sufficient
cause,of small denomination notes
tendered for any purpose,and for charging
of commision in respect thereof.

All complaints concerning deficiency in
service ,such as:
• 3.Non- issue of drafts to customers and
others
• 4.Non-adherence to prescribed working
hours by branches
• 5.Failure to honour gurantee ,letter of
credit commitments by banks.

OMBUDSMAN
• 6.Claims in respect of unauthorised or
fradulent withdrawals from deposit
accounts,etc
• 7.Complaints pertaining to deposit
accounts.
• 8.Complaints from exporters in India
pertaining to the bank’s operations in India.

OMBUDSMAN
• Complaints from Non -Resident Indians
having accounts in India in relation to their
remittances from abroad , deposits and
other bank-related matters.

Complaints concerning advances only in so far
they relate to:
• 1.Non observance of RBI directives on intt
rates.
• 2.Delays in sanction/non-observance of
prescribed time schedule for disposal of
loan application
• 3.Non observance of any other directions or
instructions of RBI as specified for the
purpose.

Pre-requisite for filing a
complaint with the Ombudsman
• 1.The complainant should have filed a
complaint with the bank in writing and
• either the bank had rejected the complaint
or
• the complainant had not received any
satisfactory reply within two months.

Pre requisites for filing
complaint
• 2.The complaint should be made not later
than one year after the bank had rejected
the representation or
sent its final reply on
the representation of the complainant.

Settlement of complaint
• The BO must notify the branch or office of
the bank named in the complaint about the
receipt of complaint along with a copy of
the complaint.
• The BO must strive to promote a settlement
of the complaint by agreement between the
complainant and bank through concillation
or mediation.

PROCEDURE
• For the purpose of promoting a settlement
BO is not bound by any legal rule of
evidence ,
BO may follow any appropriate procedure.
• BO will pass an Award after affording the
parties reasonable opportunity to present
their case.

LEGAL PROTECTION TO CUSTOMERS
• Right to information act
• Lenders’ liability act

QUOTES
• IF YOU BUILD A GREAT
• EXPERIENCE,CUSTOMERS TELL EACH OTHER
• ABOUT THAT .
• WORD OF MOUTH IS VERY POWERFUL.
• Jeff Bezos

QUOTES
• Customers don’t expect you to be perfect
• They do expect you to fix things when they
• go wrong.
• Donald Porter

QUOTES
• The longer you wait, the harder it is to
• produce outstanding customer service.
• William H Davidow

QUOTES
• Customer service is awareness of needs,
• problems,fears and aspirations.
• Anonymous

QUOTES
• Quality in service or product
• is not what you
• put into it.
• It is what the client or customer
• gets into it
• Peter Drucker

QUOTES
• Our greatest asset
• is the customer.
• Treat each customer
• as if they are the only one!
•
• Laurice Leito.

QUOTES
• It takes less effort to keep an old customer
satisfied
• than to get a new customer interested
• Robert Half

QUOTES
• What you give is
• what you you get returned I.e.
• the way you handle your employees
• is the way they will handle (manhandle)
your customers.
• “E..D.HORRELL”

QUOTES
• HAPPY STAFF
• MAKES CUSTOMERS HAPPY.
• “Don Silvensky”
• (CEO MicroteTek)

CONSUMER
AND
MARKET SEGMENTATION

CONSUMER & MARKET SEGMENTATION
• The market for product or service is
not one homogenous mass of
customers.
• Each potential buyer has individual
needs and desire and specific
circumstances that effect his
purchasing and consumption
behaviour.

Market segmentation is
the division of the total market into
several relatively similar
and meaningful groups.

• Market segmentation,
• the well tested system for guiding
marketing strategy,
• starts not with distinguishing
product possibilities,
• but rather with distinguishing
customer needs or interests.

APPLICATION OF SEGMENTATION
TO BANKING
1)The most commonly applied application in
Banking in the category of deposits is by
demographic variables. Therefore
target segments which a bank wants to
pursue may be defined by :
Age/Income/Occupation/Education
contd…

TO BANKING
2) For example, a typical definition for a
target segment for deposit customers
could be :-
- Individuals (within a city/locality)
- Age Group 20 to 55 years
- Income Rs.100,000 p.a. +
- Occupation Salaried Individuals
- Education Graduates
contd…

TO BANKING
3) Very often target segments could be
defined by profession :
- Doctors
- Chartered Accountants
- Lawyers
- Consultants
contd…

TO BANKING
4) Other organizations and non-profit
entities to whom banks market :
- Trusts
- Associations, Societies
- Schools, Colleges
- Small Establishments – like shops
contd….

TO BANKING
5) Since location is a great influencer in
Retail Banking – “Locality mapping” is
undertaken.
Very often localities have a skew of
ethnic/community groups like Gujarathis,
Sindhis, Catholics, Tamilians – this forms
a basis also for target segmenting
contd….

TO BANKING
6) In Retail Banking – Segmentation is done
at various levels so that it actually
provides proper guidance to the marketing
staff :
- Demographic
- Geographic Mapping
- Community clusters
- Listing of entities
contd….

TO BANKING
7) For corporate lending, the target segment
of companies could be defined by the
following variables :
- Location
- Sales turnover
- Industry category
- Number of employees

MARKETING MIX
• Marketing tools in relation to products,
known as the Marketing Mix, contains four
elements :
i) Product - Customer Solution
ii) Price - Customer Cost
iii) Place - Convenience
iv) Promotion - Communication
contd …

CHANNELS OF DISTRIBUTION
•Distribution refers to “Place”, one of
the‘P’s in marketing mix.
• Channels of distribution should be
thought of as means to increase
•the availability and/ or convenience
of
service that help in satisfying the
need of the existing user or increase
their use among the existing or new
customers.

 Branches have been the delivery
system for Banking.
Various characteristics of services
also had a lot of say in restructuring
the channels of distribution

• However, the technological evolution has
brought a great change and development
of innovative channels of distribution.
• The types of Branches in operation
include :
- Full Service Branches
- Limited Service Branches (SPOKES)
linked to Main (HUB) branches
- Specially Branches like Corporate
Banking Branches, Housing Finance
Branches, NRI Branches, SME
Branches
contd…

- Electronic Banking Services include :-
a) ATMs
b) Intelligent Terminals
c) Home Banking
d) Telemarketing
e) Internet Banking

MARKET SEGMENTATION-QUESTIONS
1.The aggregation of a heterogeneous
market into two or more relatively
homogeneous and meaningful groups
is called :
a) consumer groups
b) market groups
c) market segmentation
d) market and consumer groups

2. Market segmentation begins with which of the
following :
a) distinguishing product possibilities
b) distinguishing customer needs or interests
c) distinguishing service range
d) any of the above

2. Market segmentation begins with which of the
following :
a) distinguishing product possibilities
b) distinguishing customer needs or
interests
c) distinguishing service range
d) any of the above

3. Which of the following is the important aspect
used to segment a market:
a) significantly related to buying and
consumption
behaviour capable of being used in design and
implementation of marketing strategy
b) identifiable and measurable without great
effort
c) capable of being used in design and
implementation of
marketing strategy
d) all of the above

4. When one product or service can
serve most or all of the market,
usually, the segmentation is :
a) least possible
b) more desirable
c) not feasible
d) not possible

4. When one product or service can serve
most or all of the market, usually, the
segmentation is :
a) least possible
b) more desirable
c) not feasible
d) not possible

5.Which of the following can be
categorized as benefit of non
adoption of market segmentation :
a) economies of scale
b) standardization of product
c) minimal inventories
d) all the above

MARKETING MIX – BANK MARKETING-QUESTIONS
1.Which of the following is the prominent
difference between the goods and
services, which also suggests different
marketing strategy:
a) intangibility and separability
b) inseparability and homogeneity
c) intangibility, inseparability and non-
perishability
d) intangibility, inseparability,
heterogeneity and perishability

MARKETING MIX – BANK MARKETING-
QUESTIONS
3.Intangibility, inseparability and
heterogeneity are manifested in
services marketing, at which of the
following levels:
a) strategic level
b) tactical level
c) a and b both
d) none of the above

QUESTIONS
4. Marketing mix represents a series of -----
--------------responses employed to
implement a chosen strategy:
a) tools
b) measures
c) tactic
d) any of the above

QUESTIONS
4. Marketing mix represents a series
of -------------------responses employed
to implement a chosen strategy:
a) tools
b) measures
c) tactic
d) any of the above

QUESTIONS
5.Marketing mix is --------------- component of
any marketing strategy.
a) important
b) core
c) latest
d) first

NEW CHALLANGES IN BANK MARKETING
• YOUNG CUSTOMERS
• TECHNOLOGY
• NON BANKING PRODUCTS
(INSURANCE,MUTUAL FUNDS )
• PHYSICAL PRODUCTS (GOLD COINS
etc)

Real Marketing-How to market all our
products to single customer
• Manager of a Retail store in US asks:
"Do you have any sales experience?"
The Indian says: "Sir, I was a
salesman back home in India.“
• Well, the boss liked the Indian chappie
so he gave him the job. "You start
tomorrow.. I'll come down after we
close and see how you did."

• His first day on the job was rough but he got
through it.
• After the store was locked up, the boss came
down.
"How many sales did you make today?"
Indian boy says: "Sir, Just ONE sale."
The boss says: "Just one? No! No! No! You
see here our sales people average 20 or 30
sales a day." If you want to keep this job,
you'd better be doing better than just one
sale.

• By the way, how much was the sale
for?"
Indian boy says: " $101 237. 64"
Boss says: "$101 237. 64? What the
hell did you sell

• Indian boy says: "Sir, First I sell him
small fishhook.
Then I sell him medium fishhook.
Then I sell him large fishhook.
Then I sold him new fishing rod and
some fishing gear.

• Then I ask him where he's going fishing
and he said down on the coast, so I told
him he'll be needing a boat, so we went
down to the boating department and I
sell him twin engine Chris Craft.

• Then he said he didn't think his Honda
Civic would pull it, so I
took him down to our automotive
department and sell him that 4X4
Blazer.

• I then ask him where he'll be staying,
and since he had no
accommodation, I took him to camping
department and sell him one of those
new igloo 6 sleeper camper tents.

• Then the guy said, while we're at it, I
should throw in about 100
worth of groceries and two cases of
beer.

• The boss said: "You're not serious? A
guy came in here to buy a
fishhook and you sold him a boat, a 4X4
truck and a tent?

• Indian boy says: "No Sirji, actually he
came in to buy Anacin for his headache,
and I said: Well, fishing is the best way
to relax your mind."

Customer service delivery excellence that can be used for training

Recommended

Recommended

More Related Content

Similar to Customer service delivery excellence that can be used for training

Similar to Customer service delivery excellence that can be used for training (20)

Recently uploaded

Recently uploaded (20)

Customer service delivery excellence that can be used for training