Page 30 - Banking Finance August 2019

ARTICLE

non-core assets, rationalize overseas operation, under product to their customer then without any advertisement
improving governance there is board-approved cost they can sell their product. So it is win-win position for
strategic vision and business focus, board to evaluate both.
performance of banks' whole time directors,
strengthening and empowerment of boards. Another is Simplification of forms: under this there is
provision to provide maximum two pages for KYC, account
3. Credit OFF-TAKE : EASE for proactive delivery of credit opening including all. Online forms with auto filling of
through Improving process, EASE for the borrower information already held by bank. Through this one can able
proactive reach-out to borrowers, strategy plans for key to understand term and conditions easily and customer has
industry-based market segments. convenience in availing services. It is beneficial for both the
customer and the bank.
4. PSBs as UDYAMIMITRA for MSMEs : EASE of financing
and bill realization for MSMEs through online Suite of financial services for one stop access to customers
application@udyamimitra.com, decision within 15 days, including banking services such as insurance and investment
EASE of financing for MSMEs, single-point MSME there is a Board approved plan and Implementation with
relationship officers, revival framework for stressed partnerships and skilling of personnel. Now a day's banks are
MSMEs. a financial hub. Customer approaching banks not only for
bank deposit or advances but also for different type of service
5. Deepening Financial Inclusion & Digitalization : EASE like Insurance, mutual fund and various other investments
through near-home banking, micro insurance and
digitalization through EASE through near-home banking Pleasing ambience of customer service area, with proper
seating uncluttered surroundings, cleanliness, proper white
within 5 kms, social security through micro insurance ,
washing and painting etc. So customers feel the bank
EASE through digital payments, customer protection
against cyber-frauds. premises like their second home.

Courteous & smartly attired staff: Bank approved code of
6. Ensuring Outcomes - HR : Developing Personnel for
customer interface.
brand PSBs through reward select top-performance
identified through a performance Management System Y Customer access to clean toilets and safe drinking water.
(PMS), specialization through job families, mandate Y Uniform and attractive signage for customer assistance
annual role-based e-learning in languages as per RBI's instructions.

These six parameter of EASE cover all aspects of the EASE in grievance redressal: There is system driven
customer for service excellence, under the guidelines for grievance redressal mechanism with real time complain
PSBs through EASE there is provision of Customer comfort.
Under customer comfort, there is a parameter of banking
from home and mobile to progressively make brick and
mortar branch visits redundant. So banks have to promote
digital banking, such as, internet banking, mobile banking,
integrated mobile apps and phone banking for EASE of
opening accounts and fixed deposits, nomination, sanction
of overdraft facility, online loan application, e-payments,
return preparation. So we can say that the cost involves
through Brick & Mortar banking is going to reduce and able
to reach mass section of the people digitally in the same
cost. Digital channels provide ease and comfort to customer
with less cost. If bank want to provide knowledge of the

30 | 2019 | AUGUST | BANKING FINANCE