Case let on “Customer Service”

Discipline • Human Resource

Case let Objective • To understand the workplace etiquettes and its relevance in Bank’s
Business.
Name of the Case let- • “Customer Service”

Target Group:- • Officers Scale I, II and III

Name of the • ARISE programme and other Customer Service and soft Skill based
programme to Program
administer the Case
let:-
Level of the Case let- • Basic

Name and Centre of the

faculty who prepared Sunil Kumar Gaud, Staff College Bengaluru
the Case let:-

THE SITUATION

In ABC Branch of XYZ Bank, there is a rise in customer complaints wherein there have been instances
of unpleasant verbal exchanges between staff and customers, many of the customers have reported their
dissatisfaction towards the customer service.
One of the HNI customer who contributes to more than 20% of Branch business took it up with the
Regional Office through mail and reported that the staff members are lacking the Workplace Etiquettes
but he received no response on his e-mail. This forced him to write a letter to concerned FGMO which
reads as follow.
“Dear Sir,
I am sending you this letter to make you aware of the situation which is very concerning and requires your
immediate attention. I have been associated with your esteemed institute for last 25 years. I am compelled
to bring it before you that I have never witnessed such unprofessional attitude from the staff members of
“XYZ” bank which we are encountering since past few months.
Some of the following things need immediate action from your end.
• Staff members are lacking the Promptness and professionalism, wherein they are not sticking to the
promises they make and also not addressing the issues with the expected level of devotion.
• In a recent incidence, I approached the branch to stop chq no “qwer” pertaining to account “asdfg”. First
of all I received no response for the e-mail I sent, when I made a phone call, I could get a lackluster response
from the concerned staff after 20 attempts. It was to my surprise that instead of stopping the intended
cheque, Branch stopped another cheque which has resulted in business loss for me. Considering our long
term relationship with Bank, I restrained myself from lodging a formal complaint and visited the branch
to ascertain the issue. When I reported the issue at branch, there was no sincerity or regret exhibited by
the staff members instead the issue was amusing them which shows their lack of empathy and disdain
towards the customer issues.
• There have been other instances as well of deficiency in service like staff being very loud and arrogant,
missing the financial papers submitted by us, non-adherence to prescribed TAT on customer-requests.
• Most of the time it is also observed that instead of attending the customers, staff members are busy chit-
chatting to each other during business hours, using unprofessional language when customers are present
at workplace and making my representatives to stand for long duration at counter for no reason.
I believe you will ascertain all other relevant facts in your own interest so that Bank doesn’t lose business
due to deficiency in customer service.
 On receipt of this letter, GRO at FGMO made a phone call to the Branch to ascertain the relevant facts
but the same went unattended. Hence GRO sent an e-mail to the branch under copy to the regional
head incorporating all the necessary details of the complaint for which Branch replied as follows.
Dear Sir,
The incidence took place due to unclear communication from the customer and there is no mistake by any
of the staff members.
Thank you

On receipt of this e-mail FGMO sent a team of senior officials to ABC branch. When the team visited
the branch they noted the following
• Branch was opening exactly at 10:00 am (at the time of commencement of business hours)
• Staff members were having unprofessional attires
• May I help you counter was left unattended
• Most of the desks and drawers were in very messy condition
• Security items were left on the desk etc.

When the staff members were interviewed by the team it was revealed that
• There was no proper work distribution among staff members
• Staff Members were unaware of their Key Responsibilities
• Regular staff meets and customer meets were not being conducted at branch in order to collect
feedback and suggestion for overall improvement of customer service
• It was also revealed that Staff Members were lacking the required work orientation

Questions:
1. What are the behavioural deficiencies can be observed in above scenario?
2. As a responsible officers, what are steps would you take to improve the scenario?
3. If you are posted as Branch Head in such Branch, what would be your immediate course
of action?
4. What should have been the role of Regional Office in entire scenario?
5. Share your experiences a) where lack of workplace etiquettes lead to customer
complaints and business loss b) where existing complaints were resolved or fresh
business was garnered by showcasing appropriate workplace etiquettes.

Learnings/Conclusion /Faculty Note:-

“Workplace Etiquettes are key to customer service, its deficiency may lead to utter
customer dis-satisfaction and business loss”

Hints
1. Rise in customer complaints on account of behavioural grounds.
2. Many of the customers including HNI who contribute to larger portion of business to the Branch have
expressed their displeasure about customer service.
3. Branch staffs have made them unavailable for customer or they are not reachable to the customers.
4. Staff members are lacking the required “Listening Skills” and “Empathy” towards customer.
5. Even the RO didn’t show the urgency in handling the complaint and didn’t address the issue as expected
from them.
6. Customer restrained himself from approaching external tribunals even after business loss considering
the existing relationship.