3-HALF

LITRES OF
BISLERI

3-HALF
CRORES OF
DEPOSIT

A CASE STUDY
BY
SHRI.V.THIRUMAVALAVAN
MANAGER (TRAINING)
THE CASE STUDY HAS BEEN ADJUDGED THE BEST CASE STUDY AT CHENNAI
CIRCLE LEVEL, IN THE CASE STUDY COMPETITION FOR TRAINERS FOR THE
ACADEMIC YEAR 2004-2005

3 HALF LITRES OF
BISLERI

3- HALF CRORE
DEPOSIT

Lakshmanapuri is a semi urban centre. Good numbers of people are employed

in Middle East Countries. Most of them are Engineers and other skilled
labourers. There has been a perceptible change in the life style of the
people belonging to Laksmanapuri and the surrounding villages. Most of them
are leading a sophisticated life. Every year during Dasara Season the people
living abroad used to visit their hometown on vacation. The entire town will
have a festive look. The Non Resident Indians used to have a get-together in
their homes / restaurants / Temples / community halls etc.,

2. We have a Branch at Lakshmanapuri. The Branch is headed by Chief

Manager Mr. Pleasant. The total number of staff in the branch is 22
including two subordinate staffs and five Armed Guards. The Branch has
been migrated to Core Banking recently. The ambience of the Branch is
excellent befitting our status. The front line staffs are very good.
3. One day during the first week of October around 3.30 p.m. MR Modern,
an NRI visited the branch and asked to meet the Branch Manager. The
Grahak Mitra promptly escorted him to the Chief Managers cabin. The Chief
Manager greeted him and offered a seat.
4. Mr. Modern opened his valet and took out some travelers cheques and
said, Sir I am Modern. I am Planning Engineer in a Multi National
Construction Company situated in Dubai. I have come on vacation to my
native place. I dont have any account with you. Can I get this travelers
cheques encashed. You can refer my passport for identification. I need the
money urgently. The ATM of my Bank is not functioning right now. Will you
please help me?
5. The Chief Manager Mr. Pleasant Sure sir, we will encash your cheques
immediately
2

He then called Mr. Smart, officer in-charge of Forex Cell and said Mr.
Smart, he is Mr. Modern, Planing Engineer in a MNC, Dubai. He has come on
vacation to his hometown. He wants these travelers cheques to be encashed.
Could you please help him immediately?
Mr. Smart replied, Yes Sir, I will do it right now. Mr. Modern, could you
please sign over here on these travelers cheques and these forms? Mr.
Modern signs.
Mr. Smart asks Mr. Modern, Can I give hundred rupees notes for ten
thousands and for the balance in five hundred rupee notes?
Mr. Modern: Perfectly alright.
Mr. Smart leaves the Chief Managers cabin along with the travelers
cheques and other papers.
Mr. Modern: Sir, can I get a glass of pure filtered water for drinking?
The Chief Manager: Sure . He called Mr. Shrewd, daffadar at the Branch
and asked him to fetch mineral for Mr. Modern. He immediately provided
him a half-a- litre bottle of BISLERI WATER. While he was drinking the
water, Mr. Smart came with the encashment value of the travelers cheques
and delivered to him and thanked him.
Mr. Modern said, Thank you very much for timely help and left the branch.
6. After one week Mr. Modern came to the branch and met the Chief
Manager and asked for encashment of some more travelers cheques and
that was done immediately by Mr.Smart. This time Mr. Pleasant the Chief
Manager offered him a-half-a litre BISLERI WATER. Mr. Modern drank
and collected the cash and left the branch after thanking the Branch staff.
This time it appeared that he was in a hurry.
7. After another ten days he again called on the branch and asked to see the
Chief Manager. The Grahak Mitra took him to the cabin and offered him a
seat. Promptly Mr. Shrewd came with a half a- litre BISLERI WATER
bottle.
Seeing this, Mr. Modern said, I did not ask you for water.
3

The Grahak Mitra said, Yes Sir, but we know your choice that you will drink
only pure filtered water .
Mr. Modern overwhelmed by this hospitality asked for the Chief Manager.
The Grahak Mitra: Sir, our Chief Manager is busy with our Auditors. Today
they are finalizing the audit report. What can I do for you Sir?
Mr. Modern wanted to encash some more travelers cheques, which was done
very fast as hitherto.
Mr. Smart, while handing over the cash to him said, Thank you very much
Sir, shall I call our Chief Manager. Would you like to talk to him now/
Mr. Modern replied No, please do not disturb him now. I will meet him
tomorrow, and left.
8. In the evening the entire staff were in a festive mood greeting each
other. Yes the branch has been rated as GER A+ with a score of 968 out of
1000.
9. The next day Mr. Modern visited the branch and met the Chief Manager.
This time also he opened his valet and took out a bunch of papers along with
a letter. The letter reads like this
Mr. Pleasant, I am very much pleased with the courtesy, concern
shown to me and I am thankful to all of you for your assistance in
encashing my travelers cheques. I do not have any account with your
Branch or with any of the Branches of SBI. I am extremely happy
with your team. I enclose the Fixed Deposit Receipts (six numbers)
for a total amount of Rs.1.52 crores with ICICI Bank Ltd. I request
you to transfer all these deposits to your branch immediately. Today
I want to open a NRI Savings Bank account with you. I also want some
account opening forms. I will ask my friends in Dubai who are also
resident of Lakshmanapuri to have accounts with you. Once again, I
thank every one of you. I am leaving day after tomorrow to Dubai. We
will chat through e-mail. ..

10. The Chief Manager and the staff members were extremely happy to get
such a huge amount as deposit. Again there was festive mood in the branch
greeting everybody.
11. The Chief Manager and the Grahak Mitra went to the Airport to see him
off on his departure to Dubai.
12. As promised Mr. Modern has been introducing many new NRI Customers
to the Branch and the business of the Branch started scaling to new heights.
Yes the Branch was upgraded to SCALE V - Branch.

POINTS FOR DISCUSSION:

1. WHAT ACCORDING TO YOU ARE SPECIAL IN THE BRANCH?
2. WHAT MADE THEM TO SCALE TO NEW HEIGHTS?
3. IS THAT ONLY THE BISLERI THAT BROUGHT THE NEW BUSINESS?
WHAT ARE THE OTHER FACTORS?
4. WHETHER THE CHIEF MANAGER OR THE OTHER STAFF MEMBERS
TALKED ABOUT DEPOSITS WITH MR. MODERN AT ANY POINT OF
TIME?
5. CAN THIS APPROACH / CULTURE BE FOLLOWED BY EVERYBRANCH?
6. IF YES, HOW YOU PROPOSE TO BRING THIS CULTURE IN YOUR
BRANCH?

********

TRAINERS NOTE
1.

NAME OF THE CASE

STUDY

3- HALF LITRES
OF BISLERI

3- HALF CRORE
DEPOSIT
2.

TOPIC / SUBJECTS
WHERE THE CASE STUDY
IS TO BE INTRODUCED

3.

OBJECTIVES

4.

TARGET GROUP

5.

METHODOLOGY
WILL BE DISCUSSED IN GROUP OF 5-6 PERSONS. THE
LEADER OF EACH GROUP WILL MAKE A PRESENTATION OF
THEIR OBSERVATIONS
THE TRAINER WILL SUM UP HIS OBSERVATIONS
THE TRAINER WILL MAKE IT CLEAR THAT MARKETING IS
NOT NECESSARILY GOING OUT FOR BUSINEES.

WE NEED TO GO BEYOND THE EXPECTATIONS OF

THE CUSTOMER
THIS LITTLE EXTRA MILE WILL MAKE THE
CUSTOMER DELIGHTED.

CUSTOMER SERVICE / CUSTOMER

ORIENTATION FOR FRONT LINE
STAFF
BUSINESS ETIQUETTE FOR FRONT
LINE STAFF
SERVICE MARKETING
TO BRING CUSTOMER
ORIENTATION AMONG THE
PARTICIPANTS
TO MAKE THEM UNDERSTAND
WHAT IS CUSTOMER DELIGHT
TO MAKE THEM UNDERSTAND
MARKETING IS WINNING THE
HEART OF CUSTOMERS
RELATIONSHIP MANAGERS
BRANCH MANAGERS
FRONTLINE OFFICERS / STAFF

6.

DURATION

ONE SESSION OF

7.

90 MTS

ADMINISTRATION
10 MTS
INDIVIDUAL READING
10 MTS
DISCUSSION IN GROUPS
15 MTS
PRESENTATION BY GROUPS 40MTS
SUMMING UP
15 MTS

LEARNING POINTS
CUSTOMER SERVICE IS TAKING PERSONAL CARE
WHEN WE MEET HIS NEEDS AND EXPECTATIONS, WE GIVE
HIM SATISFACTION
WHEN WE GO BEYOND HIS EXPECTATIONS, AND GIVE
THAT LITTLE EXTRA, WE PROVIDE CUSTOMER DELIGHT
THE EXTRA STEP WE TAKE IS OUR WINNING EDGE.
FOR THE CUSTOMER, YOU ARE THE ORGANISATION! TRUST
AND DEPENDABILITY ARE THE BUILDING BLOCKS OF
CUSTOMER LOYALTY. IF CUSTOMERS CAN TRUST YOU,
THEY TRUST THE ORGANISATION.
THE KEY IS TO MAKE THEM FEEL SPECIAL
A SATISFIED CUSTOMER WILL TELL AT LEAST 5 PEOPLE
ABOUT THE EXPERIENCE. THIS IS THE BEST
ADVERTISEMENT AND IT IS FREE!

FOR TRAINERS REFERENCE

THE TRAINER MAY SUM UP BY DRAWING THE PARTCIPANTS
ATTENTION TO THE

ATTITUDE AND CONCERN OF ALL THE STAFF TOWARDS THE CUSTOMERS.

THE EXISTENCE OF TEAM CULTURE IN THE BRANCH- THERE WAS

CELEBRATION AND ENJOYMENT AMONG THE STAFF WHEN THE BRANCH

WAS RATED AS GER A+ AND WHEN THEY GOT RS.1.52 CRORES AS
DEPOSIT.
THE WIN-WIN ATTITUDE OF THE STAFF.
THE SECOND LINE OF DEFENCE THE GRAHAK MITRA AND THE OFFICIAL
TAKEN CARE OF MR. MODERN, WHEN THE CHIEF MANAGER WAS BUSY
WITH THE AUDITORS.
THE ART OF LISTENING. THE STAFF AT THE BRANCH LISTENED TO MR.
MODERN AND UNDERSTOOD HIS CHOICES AND PREFERENCES AND THEY
WERE ABLE GET SIZEABLE BUSINESS WITHOUT ASKING FOR IT

THE TRAINER MAY REITERATE THAT WE NEED TO GRADUATE

OURSELVES IN TO PROFESSIONAL LISTENERS. OUR BANK WILL THEN
BE CONSIDERED AS A LISTENING BANK.
ONCE SUCH A
TRANSFORMATION TAKES PLACE, WE MAY ALSO ADVERTISE LIKE A
GERMAN BANK WHICH READS AS UNDER:
LET US TALK BUSINESS
YOU TALK
WE LISTEN

A case study by :
Shri. V.Thirumavalavan
Manager (Training)