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3-HALF LITRES OF BISLERI

3-HALF CRORES OF DEPOSIT

A CASE STUDY

BY SHRI.V.THIRUMAVALAVAN MANAGER (TRAINING)

THE CASE STUDY HAS BEEN ADJUDGED THE BEST CASE STUDY AT CHENNAI CIRCLE LEVEL, IN THE CASE STUDY COMPETITION FOR TRAINERS FOR THE ACADEMIC YEAR 2004-2005

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= 3 HALF LITRES OF

BISLERI 3- HALF CRORE DEPOSIT

Lakshmanapuri is a semi urban centre. Good numbers of people are employed in Middle East Countries. Most of them are Engineers and other skilled labourers. There has been a perceptible change in the life style of the people belonging to Laksmanapuri and the surrounding villages. Most of them are leading a sophisticated life. Every year during Dasara Season the people living abroad used to visit their hometown on vacation. The entire town will have a festive look. The Non Resident Indians used to have a get-together in their homes / restaurants / Temples / community halls etc., 2. We have a Branch at Lakshmanapuri. The Branch is headed by Chief Manager Mr. Pleasant. The total number of staff in the branch is 22 including two subordinate staffs and five Armed Guards. The Branch has been migrated to Core Banking recently. The ambience of the Branch is excellent befitting our status. The front line staffs are very good. 3. One day during the first week of October around 3.30 p.m. MR Modern, an NRI visited the branch and asked to meet the Branch Manager. The Grahak Mitra promptly escorted him to the Chief Managers cabin. The Chief Manager greeted him and offered a seat. 4. Mr. Modern opened his valet and took out some travelers cheques and said, Sir I am Modern. I am Planning Engineer in a Multi National Construction Company situated in Dubai. I have come on vacation to my native place. I dont have any account with you. Can I get this travelers cheques encashed. You can refer my passport for identification. I need the money urgently. The ATM of my Bank is not functioning right now. Will you please help me? 5. The Chief Manager Mr. Pleasant Sure sir, we will encash your cheques immediately

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He then called Mr. Smart, officer in-charge of Forex Cell and said Mr. Smart, he is Mr. Modern, Planing Engineer in a MNC, Dubai. He has come on vacation to his hometown. He wants these travelers cheques to be encashed. Could you please help him immediately? Mr. Smart replied, Yes Sir, I will do it right now. Mr. Modern, could you please sign over here on these travelers cheques and these forms? Mr. Modern signs. Mr. Smart asks Mr. Modern, Can I give hundred rupees notes for ten thousands and for the balance in five hundred rupee notes? Mr. Modern: Perfectly alright. Mr. Smart leaves the Chief Managers cabin along with the travelers cheques and other papers. Mr. Modern: Sir, can I get a glass of pure filtered water for drinking? The Chief Manager: Sure . He called Mr. Shrewd, daffadar at the Branch and asked him to fetch mineral for Mr. Modern. He immediately provided him a half-a- litre bottle of BISLERI WATER. While he was drinking the water, Mr. Smart came with the encashment value of the travelers cheques and delivered to him and thanked him. Mr. Modern said, Thank you very much for timely help and left the branch. 6. After one week Mr. Modern came to the branch and met the Chief Manager and asked for encashment of some more travelers cheques and that was done immediately by Mr.Smart. This time Mr. Pleasant the Chief Manager offered him a-half-a litre BISLERI WATER. Mr. Modern drank and collected the cash and left the branch after thanking the Branch staff. This time it appeared that he was in a hurry. 7. After another ten days he again called on the branch and asked to see the Chief Manager. The Grahak Mitra took him to the cabin and offered him a seat. Promptly Mr. Shrewd came with a half a- litre BISLERI WATER bottle. Seeing this, Mr. Modern said, I did not ask you for water.

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The Grahak Mitra said, Yes Sir, but we know your choice that you will drink only pure filtered water . Mr. Modern overwhelmed by this hospitality asked for the Chief Manager. The Grahak Mitra: Sir, our Chief Manager is busy with our Auditors. Today they are finalizing the audit report. What can I do for you Sir? Mr. Modern wanted to encash some more travelers cheques, which was done very fast as hitherto. Mr. Smart, while handing over the cash to him said, Thank you very much Sir, shall I call our Chief Manager. Would you like to talk to him now/ Mr. Modern replied No, please do not disturb him now. I will meet him tomorrow, and left. 8. In the evening the entire staff were in a festive mood greeting each other. Yes the branch has been rated as GER A+ with a score of 968 out of 1000. 9. The next day Mr. Modern visited the branch and met the Chief Manager. This time also he opened his valet and took out a bunch of papers along with a letter. The letter reads like this

Mr. Pleasant, I am very much pleased with the courtesy, concern shown to me and I am thankful to all of you for your assistance in encashing my travelers cheques. I do not have any account with your Branch or with any of the Branches of SBI. I am extremely happy with your team. I enclose the Fixed Deposit Receipts (six numbers) for a total amount of Rs.1.52 crores with ICICI Bank Ltd. I request you to transfer all these deposits to your branch immediately. Today I want to open a NRI Savings Bank account with you. I also want some account opening forms. I will ask my friends in Dubai who are also resident of Lakshmanapuri to have accounts with you. Once again, I thank every one of you. I am leaving day after tomorrow to Dubai. We will chat through e-mail. ..

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10. The Chief Manager and the staff members were extremely happy to get such a huge amount as deposit. Again there was festive mood in the branch greeting everybody. 11. The Chief Manager and the Grahak Mitra went to the Airport to see him off on his departure to Dubai. 12. As promised Mr. Modern has been introducing many new NRI Customers to the Branch and the business of the Branch started scaling to new heights. Yes the Branch was upgraded to SCALE V - Branch.

POINTS FOR DISCUSSION: 1. WHAT ACCORDING TO YOU ARE SPECIAL IN THE BRANCH? 2. WHAT MADE THEM TO SCALE TO NEW HEIGHTS? 3. IS THAT ONLY THE BISLERI THAT BROUGHT THE NEW BUSINESS?

WHAT ARE THE OTHER FACTORS? 4. WHETHER THE CHIEF MANAGER OR THE OTHER STAFF MEMBERS

TALKED ABOUT DEPOSITS WITH MR. MODERN AT ANY POINT OF TIME?

5. CAN THIS APPROACH / CULTURE BE FOLLOWED BY EVERYBRANCH? 6. IF YES, HOW YOU PROPOSE TO BRING THIS CULTURE IN YOUR

BRANCH?

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TRAINERS NOTE

1. NAME OF THE CASE

STUDY =

2. TOPIC / SUBJECTS WHERE THE CASE STUDY IS TO BE INTRODUCED

CUSTOMER SERVICE / CUSTOMER ORIENTATION FOR FRONT LINE STAFF BUSINESS ETIQUETTE FOR FRONT LINE STAFF SERVICE MARKETING

3. OBJECTIVES TO BRING CUSTOMER ORIENTATION AMONG THE PARTICIPANTS

TO MAKE THEM UNDERSTAND WHAT IS CUSTOMER DELIGHT

TO MAKE THEM UNDERSTAND MARKETING IS WINNING THE HEART OF CUSTOMERS

4. TARGET GROUP RELATIONSHIP MANAGERS BRANCH MANAGERS FRONTLINE OFFICERS / STAFF

5. METHODOLOGY WILL BE DISCUSSED IN GROUP OF 5-6 PERSONS. THE

LEADER OF EACH GROUP WILL MAKE A PRESENTATION OF THEIR OBSERVATIONS

THE TRAINER WILL SUM UP HIS OBSERVATIONS THE TRAINER WILL MAKE IT CLEAR THAT MARKETING IS

NOT NECESSARILY GOING OUT FOR BUSINEES. WE NEED TO GO BEYOND THE EXPECTATIONS OF THE CUSTOMER THIS LITTLE EXTRA MILE WILL MAKE THE

CUSTOMER DELIGHTED.

3- HALF CRORE DEPOSIT

3- HALF LITRES OF BISLERI

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6. DURATION ONE SESSION OF 90 MTS ADMINISTRATION 10 MTS INDIVIDUAL READING 10 MTS DISCUSSION IN GROUPS 15 MTS PRESENTATION BY GROUPS 40MTS SUMMING UP 15 MTS

7. LEARNING POINTS CUSTOMER SERVICE IS TAKING PERSONAL CARE WHEN WE MEET HIS NEEDS AND EXPECTATIONS, WE GIVE

HIM SATISFACTION WHEN WE GO BEYOND HIS EXPECTATIONS, AND GIVE

THAT LITTLE EXTRA, WE PROVIDE CUSTOMER DELIGHT THE EXTRA STEP WE TAKE IS OUR WINNING EDGE. FOR THE CUSTOMER, YOU ARE THE ORGANISATION! TRUST

AND DEPENDABILITY ARE THE BUILDING BLOCKS OF CUSTOMER LOYALTY. IF CUSTOMERS CAN TRUST YOU, THEY TRUST THE ORGANISATION.

THE KEY IS TO MAKE THEM FEEL SPECIAL A SATISFIED CUSTOMER WILL TELL AT LEAST 5 PEOPLE

ABOUT THE EXPERIENCE. THIS IS THE BEST ADVERTISEMENT AND IT IS FREE!

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FOR TRAINERS REFERENCE THE TRAINER MAY SUM UP BY DRAWING THE PARTCIPANTS ATTENTION TO THE

ATTITUDE AND CONCERN OF ALL THE STAFF TOWARDS THE CUSTOMERS. THE EXISTENCE OF TEAM CULTURE IN THE BRANCH- THERE WAS

CELEBRATION AND ENJOYMENT AMONG THE STAFF WHEN THE BRANCH WAS RATED AS GER A+ AND WHEN THEY GOT RS.1.52 CRORES AS DEPOSIT.

THE WIN-WIN ATTITUDE OF THE STAFF. THE SECOND LINE OF DEFENCE THE GRAHAK MITRA AND THE OFFICIAL

TAKEN CARE OF MR. MODERN, WHEN THE CHIEF MANAGER WAS BUSY WITH THE AUDITORS.

THE ART OF LISTENING. THE STAFF AT THE BRANCH LISTENED TO MR. MODERN AND UNDERSTOOD HIS CHOICES AND PREFERENCES AND THEY WERE ABLE GET SIZEABLE BUSINESS WITHOUT ASKING FOR IT

THE TRAINER MAY REITERATE THAT WE NEED TO GRADUATE OURSELVES IN TO PROFESSIONAL LISTENERS. OUR BANK WILL THEN BE CONSIDERED AS A LISTENING BANK. ONCE SUCH A TRANSFORMATION TAKES PLACE, WE MAY ALSO ADVERTISE LIKE A GERMAN BANK WHICH READS AS UNDER:

LET US TALK BUSINESS YOU TALK

WE LISTEN

A case study by : Shri. V.Thirumavalavan

Manager (Training)

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A CASE STUDYSHRI.V.THIRUMAVALAVANTRAINERS NOTE =TOPIC / SUBJECTS WHERE THE CASE STUDY IS TO BE INTRODUCEDOBJECTIVESONE SESSION OF 90 MTS

LET US TALK BUSINESS

YOU TALKA case study by : Shri. V.Thirumavalavan Manager (Training)