The Hindu Business Line : Customer service

"One has to be nice to the client - no matter how small or insignificant his problem is. Complaints need to be taken seriously and brought to the attention of the top management."

Mangalore/Chennai May 4 Look your customer in the eye! Listen actively! Don't give that spaced out blank look!

These were some of the tips that State Bank of India's officials got at an "Etiquette training" programme, done for them by the Taj Group of Hotels. The programme was part of a move to make the organisation more responsive and customer-friendly. Frontline staff and senior officials of SBI were put through a daylong training session in different batches, spread over a couple of weeks.

Says Ms Nayana Khanna, Learning & Development Manager, Taj Gateway Hotel, Bangalore, who ran the programme, "We were initially surprised when we were approached and wondered what we could do for banks? Then we realised that at the core, both are service organisations and our success depends on how we deal with customers. So we took them through what we did in our industry."

And just what was that?

There were sessions on "body language", on "grooming", on being attentive and courteous to the customer. Asked to elaborate on these sessions, she says, "There is a certain way of speaking to the customer. One has to be nice to the client - no matter how small or insignificant his problem is. Complaints need to be taken seriously and brought to the attention of the top management. You have to listen actively and not give a spaced out blank look. Eyes have to be focussed on the customer. You can't be aggressive in the way you ask a customer - `So, what do you want?'"

On grooming, Ms Khanna says that she highlighted the experience of the Taj Group itself, which has a certain dress code and rules about how its staff must carry themselves. "It is not about individuals. It is about portraying your organisation in a better light. For instance, you can't turn up in chappals or with stubble. If you had two customers - one in a dhoti, and another in a suit - you would first attend to the one in a suit. That's because you are conditioned that way. Similarly, customers too want to deal with a smart and professional organisation," she says.

Asked about the reception from the trainees, Mr Vinod Valson, General Manager, Taj Gateway Hotel, says the programme has been well received by those attending it and complimented the public sector bank for taking this initiative and trying to be more customer focussed.

Mr Partha Bhattacharya, General Manager, SBI, who also attended the training programme, says that everyone was thrilled with this experience and more such programmes would follow with its in-house set up also.

BENEFICIAL IMPACT

A couple of branch managers say the training was beneficial and that they can see a visible impact in terms of more business.

Mr J.V. Jainapur, Branch Manager of ITPL Branch, SBI, says his staff members are "owning customers" by involving themselves and resolving problems immediately. The programme has brought about attitudinal changes and a qualitative improvement in performance, he says. "Earlier, many customers used to come to me whenever they faced some problem. Now, rarely does any customer approach me with such problems," he says.

A satisfied Mr Jainapur claims, "I could achieve all my targets. The personal segment of the branch, such as savings bank accounts, current accounts and retail loans, has seen a good improvement with this initiative."

Mr Giridhar Kini, Manager of SPB (Specialised Personal Banking) Branch, Bangalore, also agrees and says that the training has helped the staff members in understanding corporate requirements. He says, "Earlier we used to get 10-12 new customers a day, now that has increased to almost 20 customers." He attributes the good inflow of customers to referrals from satisfied customers

DRAWING THE YOUNG

Well, these customers certainly seem to be heeding the appeal of Ms Mahpara Ali, Chief General Manager, SBI, Karnataka circle, "If you are dissatisfied with our service, please tell us. If you are satisfied, please tell others."

She draws considerable satisfaction from the fact that the bank is successful in getting lots of accounts from young software professionals in Bangalore.

"We have already started getting positive formal and informal feedback. Ultimately, the biggest certification is when we start getting the young customers' accounts. And that has started in a big way," she adds.

OLD REMAINS GOLD

That's not to say that the bank is ignoring its older customers. Dr A.R. Tonse, a customer of SPB branch of SBI, says that the "bank is always good to me". Mr Krishna Kapoor who banks with the ITPL Branch of SBI says that he has been getting good service since he became a customer of the bank in 1962. "They were kind to me then and they are kind to me now also. I get priority treatment from them whenever I go to them," he says.

A number of banks will give a lot to hear that from their customers.

(Concluded)

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