Page 38 - Banking Finance November 2025

ARTICLE

tomers. Faith is the median between a customer and Right Product: For identifying the right product, first
banker which would be the reality to improve their loy- the bankers should know the features and benefits of
alty towards bank. It is the duty of a banker to make the same so that after profiling of the customers, they
the customers confident of their products and brand. should be able to identify the right product suitable for
the genuine need of the customers. Banking products
2. Customer Satisfaction: may be many, but the customer needs to choose the
Still a close contrary opinion prevails between the meanings product as per the customer's requirements.
of delight and satisfaction. When a banker provides a solu- Right Customer: Locker cannot be pitched for 18 years
tion to the customer query which will give customer satis- young boy whereas two-wheeler loan cannot be pitched
faction, whereas when a product is sold to the customer and for a senior citizen. Identifying the right customer is an
customer gets the real benefit out of the same which will art for a banker which is possible only through proper
improve customer delight that improves his/her loyalty to- profiling. Identifying the right customer for banking
wards the bank. products is critical for the bankers as many a time, out
Respectful: Banker should treat the customer as a fel- of the sales pressure, mis selling happens which lands
low human being and mutual respect should be given bankers in trouble and customers in chaos. Two-wheel-
to the customer. When a banker goes to another bank ers cannot be sold to 70-year senior citizens whereas
as a customer, what he expects from the other bank, lockers cannot be sold to 20-year young boy.
our customer is expecting from us, and it is the duty of Right Time: Need based products always to be sold to
banker always to be respectful for the customers irre-
the customers at right time. Identifying the right time
spective of the status of account and balance.
purely depends on the banker's talent. More interac-
Receptive: Bankers should be ready to listen to the tions with the customers will give more information,
customers and try to adopt any feasible ideas or sug- which in turn gives more opportunities for the bankers
gestions so that customer satisfaction level may im- to identify the right products which are to be sold to
prove. "Good listener is a good speaker; good speaker the customers at right time.
is a good seller". Customer service committee meetings
are conducted regularly once a month to accept the 4. Regulatory Directives:
customer suggestions and show their concern towards
Rational: RBI is the regulatory of banking industry which
improving customer satisfaction. Customers also should stipulates guidelines to ensure the safety of customer
feel equally responsible in sharing the suggestions to
deposits and smooth banking transactions at customer's
improve the standard of service across the counters.
convenience. The prime duty of RBI is to protect the
Religious: Bankers should be religious and highly dedi-
cated always towards improving customer satisfaction
to make them their ambassadors. Bank is the brand for
which customers have a reputation which always should
be protected and adored. If the bankers are courteous
towards the customers, they would like to continue the
relationship, and it is the win win situation for both the
banker and customer as they depend on each other for
product empowerment and enjoyment.

3. Product Sales:
This is very crucial area where bankers strive to pitch their
products for the customers to achieve the set targets. Pro-
filing is the major operation to understand the customer
and identify their exact needs for providing suitable
products.

34 | 2025 | NOVEMBER | BANKING FINANCE