By-lanes in a Bank*

Abstract:

This case study is about a loan applicant and the problems he faces because of the lack of product knowledge, clarity, & customer service on the part of the bank officials.

Issues: » To understand the important elements of a successful marketing activity. » To discuss and understand the importance of customer satisfaction / delight and its effect on business. » Highlight the importance of product knowledge in Marketing: clarity in communication; customer response; follow-up, and timely closure of deals. Introduction Gauri Shankar (Shankar), a Senior Manager in a pharmaceutical company, was in a relaxed mood. His younger son Nikhil had recently completed his MBA from Brilliant Business School (BBS) and had been placed in a reputed engineering company...

Questions for Discussion:

1. How important is product knowledge in the marketing of a product/service?
2. What is the importance of communication and flow of information in Marketing / Management?
3. Is it necessary to have knowledge of the competition and competitor's products for successful implementation of marketing strategy?
4. What is the importance of customer satisfaction and how does it affect business?
5. Is time management and a timely response to the customer's queries important for a business? What could be the impact of poor or an unfriendly or delayed response?

Key words:
Service marketing, Marketing of financial products/services, customer satisfaction, delight, product knowledge, customer response

* This caselet is intended for use only in class discussions.
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