Customer Relationship Management (MKT 610) Fall, 2013

Practice Assignment No. 1

Due Date: 10 November, 2013
Total Marks: 15
Weightage: 0 (Non-graded activity).
Topic: Customer Service Facilitation.

Learning Objectives:
The case will enable the students to think as a Customer Relationship Manager, striking the
measures to attract, facilitate, attain and retain customers towards the brand they are dealing
with.
Learning Outcomes:
After attempting the assignment students vision will be broadened when dealing with a
brand, which is in growing stage.
Students will be capable enough to attract and facilitate the customers efficiently, taking into
consideration demographic aspects as well.
Background of Bank AL- Habib:
The Bank AL Habib Limited was founded in 1991, with the headquarters located in Karachi and
Multan. It is mainly run by the Dawood Habib group of companies (one of the richest families of
Pakistan) and they were also pioneers of introducing banking in Pakistan. They also launched
Habib Bank Limited which was nationalized in 1971. Bank Al Habib is one of the fastest
growing banks in Pakistan and was selected as one of the top 200 best under a Billion companies
by Forbes Asia in their annual review of 2005. Presently, the bank has a network of 401
Branches (inclusive of sub branches) & three offshore banking units. One of the most
highlighted and eminent feature of Bank Al Habib is that, all of its branches are online and each
brand is facilitated by ATM machines where customer can make money transactions 24 hours a
day.
The Case:
Like the other private banks of Pakistan, Bank AL Habib has added numerous value added
features in its banking to facilitate customers such as; internet banking, mobile banking with
fastest SMS alerts, provision of debits and visa cards that are universally operative, financing for
cars and homes and many more. The very recent and unique service introduced by Bank AL
Habib is The mobile ATM service, in which a van is equipped with an ATM machine that
keeps on roaming all over the cities and customers are allowed to use these machines anywhere
and anytime.
Question:
In the light of above mentioned case, how do you think this new value added service of mobile
ATM by Bank AL Habib will be beneficial in brand promotion and customer facilitation?
Note*
Mention at least 4 to 5 points regarding brand promotion, and 2 to 3 points regarding customer
facilitation to support your answer.
References:
www.bankalhabib.com
Important:
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difficulties. This extra time should only be used to meet the emergencies and above mentioned
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Important Instructions:
Students are advised to study the whole text carefully.
Try not to include any irrelevant material in the solution.
Try to come up with precise and original answers.
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Other Important Instructions:
DEADLINE:
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GOOD LUCK