EXECUTIVE SUMMARY

This research was started to look into the issues that various types of clients may encounter when
using banking services, particularly those that are delivered via technology. The problems were
mentioned first, followed by a list of proposed remedies. Following that, we ranked all of the
options based on their economic feasibility, operational viability, and scalability. The final
selected option of preserving certain heritage services, expanding customer service executives
designated to elderly and other marginalised individuals, and addressing language barriers is
discussed in detail, along with a plan of action for its execution.

CHALLENGES

After going through the case, we have identified the following factors which are causing the
actual problems:

 Digitization of banks not serving non tech savvy people.

 Impersonal approach towards customers.
 Lack of understanding of the needs of the customers.
 Customers not being informed about the formalities of the bank (reading SMS alerts, etc).
 Not letting customers know the repercussions.
 Granny being ignorant.

ALTERNATIVE SOLUTIONS & RESULTS 

After analyzing the case, we have come to below mentioned alternative solution-

In Appendix, there is a matrix showing ratings given by our team members.

Waiving the hefty fee levied on customer on this specific case (Rating : 5/5)

Evaluation: The hefty fee levied on Mrs. Rukmini Devi needs to be waived by accepting
it as an exceptional case.

Issuing Public Apology to Mrs. Rukmini Devi ((Rating : 5/5)

Evaluation : Since it has become a public issue, the bank needs to issue a public apology
to Mrs. Rukmini Devi. The apology needs to be Concise and Complete. The bank should
clearly state that the inconvenience is regretted but since the system has been fully
automated, other provisions are being made for helping the aggrieved. 

Automated calling bot for reminding people that they don’t have sufficient balance
whenever a check is deposited ( Rating : 4.5/5)

Evaluation - It would prevent any further unintentional issues caused from the customer's
point of view. It would provide the senior citizens continuous reminders
 .Relationship Manager for senior citizens like 1 RM for 50/100 customers so that they get
personalized attention ( Rating : 4.5/5)

Evaluation - This would provide the personal touch that the senior citizens desire. Thus, it
would be highly beneficial for the bank to work on this aspect. This would increase the
senior citizen retention for the bank and reduce the possibility of any such future issues

PREFERED SOLUTION

 As per above matrix, we can find these solutions as most feasible in current scenario-

1. Waiving the hefty fee levied on customers on this specific case as there was a very
minute time in which there was a fund gap
2. Issuing Public Apology to Mrs. Rukmini Devi as her image was tarnished heavily on
social media and she was a retired high school principal
3. Relationship Manager for senior citizens like 1 RM for 50/100 customers so that they get
personalized attention as they are not well versed with technology
4. Automated calling bot for reminding people that they don’t have sufficient balance
whenever a check is deposited

IMPLEMENTATION PLAN

Bank lacks personal touch and customer centricity

Waiving the Automated calling bot Issuing Relationship Finding out the cues
hefty fee for reminding people Public Manager for senior to understand the
levied on that they don’t have Apology citizens like 1 RM prime reason why
customer on sufficient balance to Mrs. for 50 customers to senior citizens feel
this specific whenever a check is Rukmini get personalized disgruntled and
case deposited Devi attention address concerns to
improves long term

CONCLUSION

Based on the above solutions and a strategic implementation plan, we need to address these
factors in order to find a possible solution to solve such occurrences of issues. One thing which
clearly stands from the context is the seniority of Rukhmini Devi. If considered in a broader
sense, such digitization initiatives might not always be appreciable for elderly. Instead banking
segments should consider an offline approach and leverage the aspect in a more interpersonal
communication approach.  

REFERENCES
https://www.financialexpress.com/money/ease-of-banking-for-senior-citizens-are-you-availing-
these-facilities/1502437/

APPENDIX 

Alternative Sumalakshya Mayank Arnav Swadhin Sathvika

Solution No

1 3 2 3 3 5

2 4.5 4 4 4 4

3 4 2.5 4 4 4

4 5 5 5 5 5

5 4 5 5 4 3

6 5 3 3 3 3

7 5 5 5 5 5

8 5 4 4 4 4

9 5 5 5 5 5

10 5 5 4 4 4.5

11 5 2 5 4 4