How to ignore best practices; a real world example from Indian Banking industry
Many many eons ago, my pocked was picked in local trains of Mumbai at Dadar railway station. More than the monies I was worried about the PAN card and the Debit card. My bank ICICI took more than month or so to re-issue it to me. It was my daily To Do to call up ICICI bank and I have this simple mantra for getting help from customer service – never speak to the same person at same level twice, escalate, escalate and escalate. Somehow I managed to mail to the board of directors of ICICI Bank, Mrs. Chanda Kochar’s desk found that mail somehow, replied and I was assigned a Quality Service Manager to resolve that issue and life was little smooth after that.
During my mail exchanges I suggested them why do customers need to carry two identities with them a) Debit card & PIN for direct ATM transactions and b) Tele-banking number and TPIN for tele-banking. Few months later ICICI bank changed that. I am sure this was not just through my feedback and I don’t take the credit to change the banking industry practice. They must have received 1000 such feedback from others as well.
As I ICICI bank customer, if you are calling them you just need to know your Debit Card number & the actual pin that you use on your ATM. It’s simple process, it doesn’t take ISRO to system integrate this, computers can talk to each other. The computer that verifies your debit card and pin no on an ATM machine is the same computer that verifies your tele-banking. And just to repeat, this was EONS ago, if you are an ICICI bank customer from last 7-8 years, you won’t even remember when that switch happened.
But I am really surprised to know that many other banks have still not implemented this practice. Forget the customer experience, doesn’t this save on their customer care centre time to resolve metrics, won’t it become more smooth, quick and cost effective to operate the cell.
Where are the Quality & Process guys, the Business Gurus and the top shot MBAs. Can you please raise this with you management, in the next meeting please.
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