Abstract

The caselet gives an overview of the innovative services offered by the banks in India to stay ahead of the competition. Most of these banks took the help of proprietary processes and technology to launch innovative products to woo customers and differentiate themselves from the competition. Banks also started using their ATMs as a means of differentiating their services, making them more accessible and attractive to consumers. They added bill payment and credit card payment options at the ATMs. In addition, the banks used service personnel as a means of differentiation.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Service differentiation in Indian banking sector
• Use of technology in Indian banking sector
• and Services personnel as a service differentiator.

Keywords

Liberalization, Deregulation, Public Sector Banks, Private Banks, Foreign Banks, Private Banks, Value-Added Services, ATMs, Online Banking, Innovative Products, Proprietary Processes, 'Sweep-In' Account, Kotak Mahindra Bank, ABN Amro, ICICI Bank, Technology-Based Customer Services, 'Netsafe', HDFC Bank, SBI, Bank Of India, Mobile ATMs, Service Personnel, Customer Convenience