A Group Report On Service Blueprint of Opening an Account in NRB Commercial Bank Submitted to Professor. Dr. Sheikh Mohammed Rafiul Huque School of Business and Economics United International University Submitted by Name 1D Md. Ismail Hossen 1i2 192 017 Sadia Sharmin 112 191 010 Md. Zafrulalam Mahin Tiz 191 011 Md. Shyed Hasan Metul 112 192 029 Master of Business Administration, School of Business and Economics Course: Service Marketing (MKT 615) Sec: A Submission Date: 28 May, 2020NRB Commercial Bank Itwas the long & cherished desire of Bangladeshi expatriates in different countries of the world to establish a new bank for economic development of the motherland through their hard earned foreign currency. Many NRBs of developed countries have well education and professional expertise in different fields who are potential resources for our country. NRB sponsors shall not only bring huge investable fund but also “state of the art technology” for building up a world standard bank tailored towards meeting local developmental needs of the country. NRB Commercial bank starts it journey in 2nd April 2013. It's authorized capital is BDT 1000 crore. Capital (equity) is 562.07 crore (as on half yearly financial report-june-2017). Number of branches of this bank is 72 (as on 11.12.2019). It has 8 (as on 31.12.2018) ad branches. Number of ATMS booths are 50 (as on 31.12.2018). Components of Service Blueprint Customers Action means the activities and interactions that customer performs during purchasing, consuming and evaluating any service. Onstage Contact Employee Action refers to the actions of contact employees that are directiy related or visible to the customer. Backstage Contact Employee Actions are considered those actions which are performed behind the scene during deliver the service. Those activities are not directly visible to the customer. Support Process means those intemal activities or services and interactions that help contact employees .to perform his or her job. Line of Interaction means the direct interaction between the customer and the organization. of Visibility is the line that separates activities that are visible to the customer from those which are invisible. Line of Internal Interaction is the line that separates contact employee's activities from other service support activities and people. Service Blueprint of opening a bank account in NRB bank In the blueprint we have outlined the steps a customer will need to go through for opening an account in the NRB Commercial Bank. Based on the blueprint, we are dividing the process in 3 phases, where in each phase the customer opening the account will have interaction with the direct contact with the onstage employees who are supported by the backstage contact employees and the internal banking software for account creation and other verifications. The first phase will start from customer entering the bank til the collection of form. The 2°¢ phase starts upon fulling the form submitting it and leaving the bank premises. Finally, the 3° phase is where the customer waits and then noilfied to collect the account kts from the bank again.=O Fes Blueprint of opening a bank account in NRBC bankPhase-1 Upon collecting information and with the intention of opening a bank account, the customer will visit the bank where he is greeted by the gateman. Here the customers mostly looks at the exterior of the bank, especially the signage outside of the bank, the gale and overall look of the branch, whichleads to the creation of first impression on the bank. Upon entering the bank, he looks for a support staff, mainly asking with whom he can talk to for opening anew bank account. In this case the customers gets a overall impression on the bank mostly the interior design of the bank, over of space utlization or furniture allocation, kind of dress the staffs are wearing and The support staff then leads the customer to the general banking departm ent where he is attended by a general banking officer. Once the customer takes a sit in front of the general banker counters, they exchange information regarding the account opening procedures and papers. in this process, the general banker will ask variety of questions. The customer will be asked about the type of account he is going to open, whal are his monthly income, the amount of money is expected to deposit or withdraw, there willbe questions about the choice of nominee and who can nominee. A NID verification is required at this stage to find out the eligibility of the candidate for opening the bank account. The General banking officer will collect the NID photocopy from the customer and use their (software) to verify the legality of the ND. f the NID is legal, then the customer will be provided with the bank form. However, a wrong NID will lead closure of account opening and the customer will be notified about it. Once the form is provided, the general banking officer will give a brief and mark down Places that the customers has fill up and sign along with the list of documents he will be ‘submitting. The customer then, completes the form on his own. Phase-2 After completing the form, the customer then proceeds to submit the form to the general banker along with all the necessary documents. The documents that the customer requires are his NID card's photocopy, nominee's NID card's photocopy, his and nominee's passport size photograph. The general banker will then enter the data in the software and create an account number for the customer, which the customer will use to deposit money in the cash department. While, filing the form, the customer needs decide that if he wants a debit card, credit card or chequebook. With the consent, makes the minimum deposit to the cash department, where a cash officer collects the money. Once the cash is collected, it is again checked to see if there is an existing account number registered in the bank. If the number is accepted, account approval is given and the balance is updated in the customer's account, which takes some days to active. The customeris then provided a receipts of deposit to ensure his money has been safely deposited. in case, the given number already exist in the bank registry, the general banker is informed, he then creates another account number for the given customer and the balance is updated in the newly generated account. Phase-3 The customeris informed that, his accountmaterial wil arive after a few days and the account will be activated in 3-4 working days. He then leaves the bank and has wait for the notification through mailor SMS. After that the customer again arrives at the bank to collect his items and account details. He is again greeted at the door by the doorkeeper. The account kit is delivered to the department from the main branch using their personal delivery channel. The account kit is given to the general banking officer for final delivery. Once the customer arrives at the collection area and takes his sit, he is handed over the account kit and confirms everything is fine. With that, the customer then leaves the premises. Overall, this is an easy procedure mostly depended on the customer interaction with the onstage employes. The account creation process also heavily depends on the banking software of the company that stores all required data and helps to smoothen the work of the employees. A synergy of both human resource and technological resource is neaded here, to facilitate the customer in opening an account.Here, we can draw a line of interaction between the customer and the onstage employees with whom the customer will be having a direct contact. The gateman mostly contact with the customer in one way by opening the gate for him and giving a greeting. During the process of opening a bank, the customer has to spend the mosttime and interact with the general banking officer, who wil provide all the details and leads the customer in opening the account. Another employee with whom the customer is to interact with is cash officer where he is to deposit the money and receive confirmation. The line of visibility covers the stage of the delivery officer, who delivers the customer's account related items to the specific branch's general department, that will be handed over to the customer once he arrives. Finally, the on stage employees constantly interactswith the banking software that assistthem to open the bank account. The line we can draw here is the line of internal interaction. This activities are mainly conducted to support the onstage and back stage employees by storing customers account date, validating the required documents and cross checking information along with providing balance information. Improve the account opening process Prepare for a mobile future: Mobile banking is quickly growing to become a fundamental pillar of retail bank offerings, not only to millennial, but also to older customers. Giving consumers the ablity to seamlessly open accounts on a mobile device is expected to be one of the cornerstones of outstanding customer service. Enable high quality onstage employee: The onstage employee should be more attentive and empathetic during their interaction during the account opening process. Better systems and tools that enable service representatives to focus on the customer and other process requirements might be the most fundamental improvement that bank can make while opening accounts in a branch or on the phone. The onstage employee should disclose all information regarding a the type of bank account the customers willing to open and the ways it can benefit the customer as well the drawbacks it might have. Use data and analytics for a faster and tailored experience: Delivering a faster account opening experience especially to young existing customers, who tend to be the most demanding likely, relies on fuly exploiting information that the bank already possesses. More sophisticated predictive analytics can enable banks to tailor the customer experience with cross-sell attempts that accurately reflect customer needs. Emphasize regulatory rigor: Bank should think about regulations more strictly, the vast majority of retail banking customers think that these regulations are beneficial. At a broader level, banks should communicate that customer security, and not just meeting regulatory demands, is the motive for greater inquisitiveness during the account opening process. They should also do a background analysis of the customer before opening a account if possible.