Page 32 - Banking Finance August 2019

ARTICLE

Y Personalization: Calling the customer by name is very responsiveness provide PSB to improve services by providing
effective in creating trusts. customer to avail banking services from home, In this regard
customer can use digital banking services and avail all
There is 7 S of banking services through their home.
Y SWAGAT

Y SUCHNA Ease also suggests grievance redressal system, so that one
not satisfied from the services can raise concern. All banks
Y SUVIDHA
are already instructed by RBI to provide special services for
Y SURAKSHA senior citizens and differently abled persons .EASE helps the
Y SANRACHNA customer as well as depositors, borrowers and staffs.

Y SAHYOG
Ease through digital payment and EASE for the borrower:
Bank prime duty is to accepting deposit for the purpose of
"In Business you get what you want by giving other
lending. EASE provide facility for digital channel, it is a major
people what they want." game changer for service excellence. Digital payment
- Alice MacDougall provides services from customer place anytime without
inference of human. Digital transaction are settled on real-
Service excellence is focus on service before anything else, time basis so customer feeling WOW. In service, it is said, ‘if
create a unique customer experience, it benefits to use the there is human interaction in services then there is chances
customer as marketing vehicle by selling product by WOW. of complain’. Digital lending has boosted financial inclusion.
So for service excellence, always respect customer time and Digital channels in banking provide opportunity to both
opinion. This way, creative mind can solve the problems and investors and lenders at affordable rate.
communication provides excellence customer service.
Bill Gates in 1990 has rightly said,
According to one survey report July 2012, 26% of bank
"We need banking, but we don't need banks anymore"
customers switch accounts to different banks due to poor
customer service as the reason. Prompt friendly service with
Now we see that through EASE, there are six themes
full product knowledge is the key of service excellence.
related to service excellence, it covers all aspects through
which PSBs can excel. There is provision of clean banking in
For excellent service, "Design and deliver the bank products,
EASE. EASE index tracks multiple steps for clean banking to
aligning and developing processes suit to customer needs"
avoid NPA problem in future. So if asset quality is good then
Enhance access for service excellence cover all aspects to
profitability increase because of less requirement of
improve customer service excellence. Customer
provisioning or capital. Bank focus less on follow up of NPA
asset and legal actions. So PSBs personnel can focus on for
customer delightment.

Therefore, we can say that through EASE, customer service
of the bank can improve, stress asset will reduced, digital
channel utilized more to provide door step banking services.
There is provision of know developing HR personnel. So many
banks like Union Bank of India providing e learning facility
from their home and e learning is mandatory for their
domain. E learning is mandatory and it is part of their
appraisal. Thus, ehhancine knowledge in their domain area
provides skill among HR personnel. Finally, we can say that
EASE- A Gateway for Service Excellence. T

32 | 2019 | AUGUST | BANKING FINANCE