Not Just Banking: Making a Positive Difference in the Customer's Life

            


Details

Case Code : CLMM087
Publication date : 2010
Teaching Note: Available
Subject : Marketing Management
Industry : Banking
Length : 02 Pages
Price : Rs. 100

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Key words:

Bank deposits, deposits and allied services, Banker-customer relationship, Marketing of financial products and services, banking

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 


Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

Raghunath Gupta, Manager in a large public sector bank in India, informally gathered some insights into what role a bank and its services played in a customer's life on the insistence of his reporting manager. These insights prompted him to take a relook at the deposits products and allied services that he was handling.

Issues

  » Deposits and allied services.
  » Banker-customer relationship.
  » Marketing of financial products and services.

Introduction

Raghunath Gupta (Raghunath) had completed just over a year in his job in a large public sector bank in India. On the insistence of his reporting manager, he had informally gathered some insights into what role a bank and its services played in a customer's life. These insights prompted him to take a relook at the deposits products and allied services that he was handling to see how he could make a positive difference in the lives of his customers...

Questions for Discussion

1. How do I serve my customers in a better way? If a person like Rajani approaches my bank, am I well aware of the various banking services that she can use so that I can talk to her about them? What types of schemes should we offer? How should we market these schemes? How can I make a positive difference in the lives of my customers?

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