SYNOPSIS

OF

CUSTOMER CARE SERVICE

IN the next decade

(WITH REFERENCE TO STATE BANK OF INDIAI-WORLI SEAFACE BRANCH)

Submitted by

Rajeev Kumar

For the award of the degree of

Master of Business Administration (Banking and Finance)

Introduction

A customer is the person or institution who receives goods, service, product, or idea
from a person or an institution for a monetary or other valuable consideration. The
customer must be satisfied in the eyes of the seller, vendor or supplier. Hence the world
customer care comes into the picture. Customers are cared for their satisfaction to
increase the business of the seller.

The definition of customer care can be synonomous with definition of customer Service
in spite of the fact that customer care is extended version of Customer Service.
Excellent Customer Service has been defined by Mr. Jack Speer of Texas (CEO of
Delta Associates) as follows

Excellent customer service is the process by which your organization delivers its services or
products in a way that allows the customer to access them in the most efficient, fair, cost
effective, and humanly satisfying and pleasurable manner possible.

Customer service is vital to the survival of any service Provider. If a customer isnt
happy, it will just be a matter of time before the business fails. We define customer
service as giving customers what they need in the manner they need it, while treating
them with dignity and delivering the highest service possible every time is customer
care.

The entire provider will be focusing more on the customer care as we are changing fast
and will be completely changed in the days to come.

Objective of the study

Note: Use any four to five points from the below to frame a objectives

Provide customers and staff with clear standards and expectations

Ensure all customer contact reaches an appropriate conclusion

Minimise incidences of repeat contact

Seek to provide a seamless service for customers

Provide equal and easy access to our services at a time, place and channel that meet the
needs of residents, businesses and other stakeholders

Cater for customers needs irrespective of age, gender, physical or financial ability, ethnic
origin, race, religion or geographical location

Provide a prompt, courteous and knowledgeable response to all customer enquiries.

 Equip our staff to provide customers with an excellent standard of service

Enable our customers to provide feedback easily, through complaints, customer surveys,
etc

Use customer compliments, comments and complaints to drive improvements to service

Improve the speed, quality and consistency of response to enquiries by having our
information in a format that can be easily accessed

Integrate customer care into mainstream ser

Importance of the study

Fellow is employee of State Bank of India and try to understand the customer behavior
and customer need for future. The project is more important for the service provider who
is mostly in the field of the intangibles like banks, insurance, tourism etc. As there is no
physical presence of the product, the customer care becomes more important and more
vital. However the study is important for all sphere of the life where customer is
concerned as the profit in any organization is product of customer and process. The
process can be revamped but customer cannot be. Therefore the importance of the
study becomes manifold.

Scope of the study

The project enlightens the concept of customer care in the present scenario taking the
simulation of future need. The project will be help to those who have thirst for customer
care. It will be useful for the service provider of intangible in macro while useful for the
full length of business as whole structure of the business is based on the base of
customer. It will be a further step towards the customer final satisfaction.

Methodology

Data collection method: The report will be prepared mainly using secondary data as well
as primary data

Primary data: Set of questionnaire from 50 customers (random sample basis) from 4-5
branches of Mumbai and 2 branch of village/Semi Urban

Secondary Data: www.sbi.co.in, www.moneycontrol.com, Company manuals, Last 3

Annual Reports of SBI , Two Topic (1.Important part to take care of Good
Customer Service/Care and 2. Ten commandant of customer service) of Susan A
Friedman, Customer Relationship Management by Ms Mahalakshmi Shankar, CRM in
Banking Concept and cases by Mr. V V Gopal, Customer Care by Frank Atkinson ,
Effective Customer Care by Patt Wellington, London

The techniques, which would be used for the study:

1. Discussions with project guide and bank/branch customers.

2. Study of last 3 annual reports of SBI

Note: Delete the third point

Limitations of the study

Some older data is not available in the market or website like history of net profit of SBI
from 1991(year of liberalization of the banking sector)

A few customer is to be sampled which does not represent overall picture of the

customer care and expectations. Only 50 customers is to be randomly selected.

Chapterization

1. Introduction about customer care and Banks

Since the project is based on the customer care it is essential to know the customer,

and subsequently customer care. Since the study is with reference to State Bank of

India, it is essential to know the background of bank as well as State Bank of India.

The background in which customer care will be studied is in depth. Of course

background will be more focused towards bank especially to State Bank of India.

2. Customer care in Banks

Customer care is extended part of customer service. Customer service includes

customer satisfaction, customer delight etc. Here the concept of customer care will be
crystallized and discussed. Customer care will be thoroughly understood. The

meaning, definition and process of the customer care management will be discussed

with length. The focus will be more centralized towards banks and State Bank of India

in particular

3. Type of customer and Type of customer Behavior

To understand the customer for which care is to be designed, the various type of

customer is to be studied. In this section the type of customer like NRI customer,

Domestic Customer, Rural Customer, and Senior Citizen etc will be studied. Here we

will also to try to understand different type of customer behavior. This all will be very

much helpful for designing the customer care bouquet which is the ultimate goal of

the study

4. Customer Care in 20th Century with reference to SBI

After studying the type of customer and their behavior, it will be time to understand

about the customer care, more particularly of State Bank of India. Here we will study

the initiative taken by State Bank of India for the customer care. The vision and

mission of the State Bank of India will be discussed in relation to the customer care.

Impact of customer care on the business of the State Bank of India will also be

studied in this part.

5. Analysis & Interpretation

This part will analyze the customer feedback taken from the sample of the customer

from the one of the branch of State Bank of India on questionnaire basis. The
questionnaire will cover present position of the customer care in State Bank of India

in the particular branch and future need of the customer which will concentrate more

on the customer care

6. Present scenario of Customer care in State Bank of India

In this section we will know about the present scenario of customer care. We will jot

down all the initiative and applications being used for the customer care in the State

Bank of India. We will examine all the aspects of these initiatives. We will try to

understand overall picture of the customer care in State Bank of India viewing current

demand and availability of the technology

7. Impact of customer care in State Bank of India

Here the impact of better customer care will be adjudged on basis of financial of the

State Bank of India. We will try to correlate the profitability and increase in the

business in some of the past years efficiency indicators. We will try to understand the

impact of the better customer care in the coming year,

Method to increase customer care

In this section we will devise some more innovative ways to increase the level of the

customer care which will be demand of the century in the arena of the customer

service. E banking, IT on Banks, Online Banking is the platform from where the

customer care will be dictated in the coming century. The entity who will properly
 handle the customer care will survive and prosper in the coming years as customer

care will be ultimate mantra for future business.

8. Customer care in the coming year of 20th Century

In this section we will try to take final picture of the customer care in the arena of

service. The overall picture of customer care in the coming years ahead will be

portrayed in this section which will be helpful the another research which may hover

around the customer care, customer service, customer delight etc

9. Future Customer care in State Bank of India

The customer care of State Bank of India will be portrayed in particular as discussed

above. We will try to understand what will be picture of customer care in SBI in the in

the coming years. Whether that will be sufficient to cater the need of customer of

current generation who will be older on that time or any specific initiative is required.

Focused care will be required in the current globalization with 100% Customer

satisfaction level.

Conclusion

Customer care is new buzz word which is extended form of customer service. It talks

about final satisfaction of the customer. It is bilateral gift to the customer. It cannot be
compromised in any respect if any institution wants to prosper and grow. It gives

opportunity to service provider to serve them. The famous Mahatma Gandhi sayings

can be recalled at this juncture.

By entering into your premises, the customer is giving an opportunity to serve him, but
you are not doing any favour by serving him.

References

1. Customer Relationship Management by Ms Mahalakshmi Shankar

2. CRM in Banking Concept and cases by Mr. V V Gopal

3. Two Topic (1.Important part to take care of Good Customer Service/Care and 2. 10
commandant of customer service) of Mr. Susan A Friedman, a Certified Speaking
Professional(CSP), London and author of more than 10 books on Management

4. Last 3 Annual Reports of SBI

5. Customer Care by Frank Atkinson (founder and MD of Sales Training consultancy

York, UK) published in 2011

6. Effective Customer Care by Patt Wellington, London writer of many books on

Management published in 2010

Annexure, if any

1. List of customer whose feedback received

2. Questionnaire prepared to take stock of customer care and their expectations