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Emerald Emerging Markets Case Studies: Article Information
Emerald Emerging Markets Case Studies: Article Information
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Department of Rural
office. He wanted to speak to someone who could understand the trauma he had Management, Babasaheb
experienced in the previous 10-15 days. Kapil went to the Branch Head and found him Bhimrao Ambedkar
busy with routine matters, so he was kept waiting. He felt uneasy and went to the waiting University, Lucknow,
area where he sat quietly. He was so much involved in his own thoughts that he paid no India. Anita Singh is
attention to his colleague who, by that time understood Kapil’s state of mind. Kapil was a Professor at the Institute
transparent and open person and anyone could have sensed his uneasiness. of Management Studies,
Ghaziabad, India.
Kapil was worried about the reputation of his team among other colleagues because of the
nuisance created by Neelam, a sales executive who used to be a star performer, in terms
of getting business from customers, and she was good at cross-selling financial products.
Her job profile included sourcing customers for current and savings accounts, persuading
them to maintain balances in their accounts. Apart from that, she was also responsible for
cross sales of products to customers that included mutual funds, insurance schemes and
loans. She also received maximum financial incentives for her performance in the last two
quarters of the year. However, a sudden change in her behavior had been observed, for,
in the previous 2-3 months, she had been quite rude to everyone in the workplace. She was
difficult to handle regarding the cases of arguments she had had with her colleagues in the
office. The other staff members at the branch found her rude and unprofessional when
dealing with customers in day-to-day matters. A few days back, Neelam had threatened
bank officials that she would end her life due to conflicts and arguments in the workplace,
and she mentioned that she was being mentally harassed by her colleagues so that it was
very difficult for her to work in that environment.
The dynamics of the banking industry had been changing rapidly, due to the cut-throat
competition that was witnessed by all. Recently, 22 different microfinancing companies had
been awarded licenses to become a small-finance, banking organizations by the regulatory
bodies in India, which had led to tough competition in the marketplace. The sales team had
also had to face the impacts of the changing market. Earlier the cross-selling of financial
products had been done by the different sales forces of the respective subsidiaries;
however, due to emerging trends in the market, the sales staff experienced a period of job
enlargement. For sustenance, IBFC Bank strived to undertake more business development, Disclaimer: This case is written
achieve better visibility in the market, and aspired to become the preferred choice of solely for educational
purposes and is not intended
customers. In such a situation, the issues created by Neelam were distracting the bank’s to represent successful or
unsuccessful managerial
team members from achieving their goals. It was difficult for the sales team to handle the decision-making. The authors
customers, who had initially been handled by Neelam, due to her disruptive behavior. The may have disguised names;
financial and other
customers were unwilling to continue their relationships with the company, which was a recognisable information to
challenge for the entire team. protect confidentiality.
DOI 10.1108/EEMCS-08-2016-0179 VOL. 8 NO. 3 2018, pp. 1-25, © Emerald Publishing Limited, ISSN 2045-0621 EMERALD EMERGING MARKETS CASE STUDIES PAGE 1
About the organization
The Indian Banking & Financial Corporation (IBFC) has been one of the well-known
commercial banks in the Indian market for more than 25 years, and it has spread across the
nation. It offers personalized banking and financial solutions to its clients. The bank has
made its presence felt in the market through its good network of branches and ATMs, which
are available across the length and breadth of the country. At present, it serves its
customers with 1,177 branches and 1,720 ATMs alongside its internet banking services.
The bank is preparing to raise its profile in the international market as well. It was set up in
1990 with a vision “To be one of the preferred hubs of banking and financial solutions”
among all the relevant stakeholders.
The bank was set up in 1990 as a regional-level banking organization; however, with the
passage of time, it entered the financial solution providers’ marketplace. In 1994, IBFC
merged with other regional banks, such as Integral Bank of India. Now, IBFC bank has its
headquarters in Mumbai and, today, it is backed by a robust business strategy, a
competent workforce and a cutting-edge information technology platform to deliver
performance in the market.
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Presently, the bank is offering a wide range of banking and financial services to corporate
and retail customers through a variety of delivery channels and through its group
companies. The bank has grown consistently to date with total assets of INR 2,521.32bn by
March 2015. The bank’s operation during the financial year ended March 31, 2015 had a
net worth of INR 892 crores.
The total numbers of employees at the bank was 10,365 as of March 31, 2016. The average
age of employees was 29 years. The bank has a young and energetic workforce along with
a cutting-edge core banking information technology platform, which enables them to offer
personalized banking and financial solutions to its clients. The previous year, the bank
reported business of INR 19.36 crores per employee and a net profit of INR 22.17 lakhs per
employee during the financial year 2014-2015. The bank also incurred expenses of INR
1,197 crores related to employee benefit schemes during the same financial year.
HR practices at IBFC
The company has a set of HR practices that have prevailed over a long period and all the
HR functions are operated from the head office and regional offices due to the availability
of HR staff in those locations. Though the company has well-defined HR policies and
procedures, the transfer of this HR information to the lowest levels of the corporate structure
has been a great challenge for IBFC.
Hiring
The hiring process at the company has been handled by the HR Department; however, the
hiring of sales employees has taken place at the RSM level. The RSMs have been
empowered to hire the required numbers of employees and the salaries offered to sales
staff have been set by RSMs. Thus, the recruitment and selection of salespeople have been
done at the RSM level, and only the formalities of recruitment have been handled by the HR
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Department.
Induction
The company has provided five days’ training for all the new starters in the Mumbai Head
Office except for sales professionals, as they have been expected to train on the job with
the Sales Managers.
immediately called a meeting of the sales staff to discuss the reasons for the poor business
performance and observed that the other team members took it casually. After being asked
why, they communicated that they had achieved their individual targets and that achieving
group targets was not their responsibility.
During the discussion, it was identified that the reason for the loss of business was
Neelam’s rude behavior, misconduct, heated discussions, use of abusive language toward
colleagues and negligence in attending to customers’ inquiries. The poor performance of
Neelam was reflected by way of her failure to perform the duties assigned to her. Her
disruptive behavior in the workplace and negative attitude toward her team members was
affecting the business performance and the climate at work. Kapil also realized that
Neelam’s behavior was adversely affecting the work culture in the office and, as a result,
others had started taking their own business leads casually. After an entire day’s
discussion and argument, in the evening, Kapil forwarded his request to the RSM to
terminate the services of Neelam as a sales executive. Kapil’s recommendations were
based upon the charges levied against her of creating an unnecessary nuisance in the
workplace, of filing false complaints against Kamlesh, another sales executive, of being
rude to colleagues and customers and of attending to the calls of consultants while seeking
a new job during working hours in the IBFC workplace.
Mr Sandeep Varshney, the Territory Sales Manager, received Kapil’s recommendation to
terminate Neelam’s employment and he immediately forwarded the e-mail for further
approval to Mr Pradeep Prasad, the RSM and Regional Manager HR (North). Later in the
evening, the recommendation was approved in consultation with the RSM and Regional
Manager HR (North).
During the entire decision-making process related to terminating Neelam from her job, she
was not asked about the matter by anyone. Kapil convinced the senior authorities of the
necessity of taking the extreme decision to terminate her employment. At the time, Neelam
was serving a probationary period and, as per the terms and conditions mentioned in her
employment offer letter (Exhibit 7), she was supposed to be given 7 days’ notice before
terminating her services, but no one thought to adhere to those terms.
As the hiring of sales executive was done by the Sales Manager under the supervision of
a TSM and with the approval of an RSM, most of the time employment-related matters were
confined to their considerations only. On the following day, Neelam reported to the office at
the usual time and sent official notification to the Sales Manager, the TSM and the RSM
about her intention to resign. On the same day, October 21, Neelam was served with a letter
for her because, though it was an emotive issue which was quite personal, it had had
an impact on the business performance and the professional climate of the
organization. The counseling was offered to assist Neelam to form a positive perception
of her situation and improve her attitude toward her work and the workplace.
Counseling enabled her to develop positive feelings. Furthermore, an independent
committee was formed comprised four members, of whom two were senior female
officers, to ensure that no gender biases were inherent in the committee. The committee
was asked to inquire about the facts behind the whole issue that had arisen. Neelam
was also informed that her termination was withheld till a further decision could be taken
based on the report submitted by the committee. Neelam thanked the bank for the
counseling session and the opportunity for her side of the story to be heard.
During the proceedings, the committee explicitly asked her to share her viewpoints which
related to the aforementioned charges against others in the organization.
She started her narration by quoting an incident when the team members wanted to
celebrate Kapil’s birthday, and she did not like to be the part of the celebrations. During the
conversation, she had some arguments with Kamlesh for which she forwarded a written
complaint to the Branch Head without including her departmental head, Kapil, in the loop.
On that occasion, the Branch Head counseled both of them and the matter was resolved,
however, others started avoiding her in the office.
She mentioned that Kapil never used to take her complaints against Kamlesh seriously,
took all the matters very lightly and kept on asking Kamlesh to mend his ways
politely.
During the discussion, she mentioned that the bone of contention was about leads
generated during “Canopy’, a sales promotion event organized fortnightly by the Sales
Department. She had problems with the biased distribution of customer inquiries. Though
she mentioned that she had been given access to the database of prospective customers,
however, other members had to generate the database by themselves. About her
performance, she said that in the first quarter of the financial year she had converted 59
customers (preferred) that were government accounts of very high value in terms of credit
in those accounts, however, the incentive distribution was improper. She also mentioned
about the incentive regarding one of her high-value customers (a government account with
a cash deposit above 10 crores) that was given by Kapil to Aparna, a sales executive on
the same team, as he was biased towards Aparna.
She said that Kausthubhi used to give more telephonic/physical inquiries to Aparna rather
than to her. She also said that initially she used to trust Aparna in the workplace and, even
though she was very close to Aparna, later she stopped talking to all the members in the
department regarding the distribution of customer inquiries and their handling in the
anticipation of something wrong occurring in the future.
job opportunities from competitor banking firms. Kapil also informed the committee that he
had overheard that Neelam negotiated over the phone and demanded a salary of
INR 35,000 per month for a post at a Saket office, as she was not comfortable with traveling
to their distant office at Gurgaon.
He informed the committee that there was no conspiracy against Neelam and no politics
against her; on the contrary, when her husband was diagnosed with cancer, the entire
department was supportive of her and, when she was crying over the matter, the staff
members consoled her and gifted her with a coffee mug to cheer her up.
He said that there was a very healthy environment in the office; however, Neelam was creating a
disturbance there. She stopped talking to others and she used very abusive language against other
staff. The comments she made used to be very personal and were directed toward willing
misfortunes on the family members of colleagues, including the small kids of other department
workers. That, of course, had hurt the feelings of the other members of the department and, thus,
they had become uncomfortable working with Neelam. Kapil also testified that Neelam was also
served oral warnings several times by him for using abusive language. Kapil informed the
committee that Neelam was rude to customers and others and, regarding this, she was warned to
mend her ways. Neelam once commented, “This organization is the worst organization I have
worked with.” She spoke ill of the organization and asked some customers, “Why did you open an
account here? This organization is not meant for you.”
Kapil informed the committee about the professional performance of Neelam. She was
given the data of prospective customers in the Vasundhara and Vaishali areas of the
Ghaziabad district for calling purposes, but she made no effort to convert the prospective
customers into clients of the bank.
He reported that he was out of the office from October 5, 2015 to October 17, 2015, and
before that Neelam had only four entries in the enterprise resource planning (ERP) system
to her credit. However, when Kapil returned on October 18, 2015, Neelam had generated
14 inquiries to her credit, which he believed were probably generated by using special
features of her ERP login ID through which she could access the overall data, which only
Kapil was authorized to do. It was assumed that she must have claimed inquiries generated
by other team members as her own.
Statement by Kamlesh
Kamlesh, in his justification, said that Neelam believed in operating a “divide and rule
policy” and also that she was not a team player. She shouted in the department about petty
issues and behaved unprofessionally toward others.
Statement by Aparna
During the investigation, Aparna gave evidence that Neelam always had problems with
others. She also said that Neelam used abusive language and made personal comments
about others, which were quite disheartening.
Concerning the customer inquiries, she reported how the “rotation policy” for receiving
the leads generated through “Canopy” for prospective customers was followed by all the
members of the Sales Department. Apart from that, all the team members were aware of the
special feature of Neelam’s ERP login ID that allowed her to view the submitted customers
file; however, none of them had any problem with Neelam.
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Aparna informed the committee that though the system was not partial to anyone, Neelam
still used to comment that “We will work as the amount we get.” She informed the committee
that Neelam was rude about customer inquiries during Canopy activities.
There was one incident when Aparna and Neelam had clashed over an incentive claim,
which was related to the high-value, preferred customer account of Mr Mayank Rana.
During that problem, Kapil intervened and said that the person who had advised the
customer for the first time would be entitled to the incentives. Due to this, the incentive for
Mayank Rana (a prospect of Neelam’s) was credited to Aparna. Similarly, the incentives for
the account openings of three other customers of Aparna were credited to Neelam as she
had spoken to them first. In the end, Aparna said that, if Neelam should continue to work
according to the extant incentive system, she should be asked not to make any more
personal comments about her.
Statement by Mansi
Mansi informed the committee that she had joined the department recently on August 16,
2015, and she was putting in the effort to meet her targets. Though there had been no
personal clash between Neelam and Mansi regarding customer inquiries, there was a
possibility that this type of clash had occurred between other members of the department.
Mansi also stated that initially Aparna and Neelam were on very good terms with each
other, but later on they stopped communicating with each other. Mansi believed that
Neelam’s behavior toward other members of the department was not so good. She used to
pass personal comments and was rude to them. She further informed the inquiry that she
was not comfortable working with her in the department.
Committee observations
After going through the entire proceedings, the observations of the committee members
with respect to Neelam were as follows:
to be a wrong number and the person on the other end identified himself as Mr
Mehboob. It raised certain doubts about her husband (who could never be contacted
by the committee members), about Neelam’s marital status, and even about the ailment
of her husband said to be suffering from cancer.
8. The committee members also came to know the following about Neelam from her fellow
departmental members and from Kaushtubhi:
She was served oral warnings several times by Kapil.
As per Kamlesh’s evidence, Neelam was spoiling the working environment.
Aparna admitted she said, “We will work for the amount we get.”
Aparna also said that if Neelam continued to work as part of the extant incentive
system, she should be told not to make any more personal comments about her.
Mansi said that she could not work with Neelam in the same department.
As per Neelam’s personal file, the committee members found that she was still serving her
probation period (Exhibit 7) of one year, starting from January 11, 2015, and she had also
submitted an undertaking (Exhibit 8) signed on January 11, 2015, whereby she had agreed
to abide by Clause No. 4. (Clause No. 4: I hereby undertake to maintain at all times absolute
integrity and devotion to duty and also be honest and impartial in my official dealings.)
Management decision
Based on the inquiry and the committee’s report, ample evidence of noncompliance with
workplace policies, rules, or procedures was found; unacceptable behavior in the
workplace by Neelam was observed. Thus, it became necessary for the management to
take immediate action as it was having a negative impact on the working environment at the Keywords:
organization and affecting business performance. Further, it was difficult to continue with Employee attitudes,
Neelam’s services, as she had breached the trust of the team and shown a lack of integrity Employee behaviour,
and signs of emotional instability, which may have disturbed the conducive environment of Discipline,
the company. Overall, she was on a probation period and her performance was not Human resource
satisfactory so, on this pretext, management decided to terminate her employment. management
Further reading
Ghosh, P. and Nandan, S. (2015), Industrial Relations & Labour Laws, McGraw Hill Education.
HDFC (2013), “HDFC bank, annual report 2013-2014”, available at: www.hdfcbank.com/htdocs/
common/pdf/corporate/HDFC-AnnulaReport-2013-14.pdf (accessed 28 July 2016).
HDFC (2014a), “HDFC bank 38th annual report (2014-2015)”, available at: www.hdfc.com/sites/
default/files/HDFC%20Annual%20Report%202014-15.pdf (accessed 27 July 2016)..
HDFC (2014b), “HDFC bank annual report (2014-2015)”, Touch the Future Today, available at: www.
hdfcbank.com/htdocs/common/pdf/corporate/HDFC-Bank-Annual-Report-2014-15.pdf (accessed 3
July 2016).
HDFC (2015a), “HDFC bank, annual business responsibility report (2015-2016), available at: www.
hdfcbank.com/assets/pdf/Business-Responsibility-Report-2015-16.pdf (accessed 28 July 2016).
HDFC (2015b), “HDFC bank, annual report, do more with digital banking”, available at: www.hdfcbank.
com/assets/pdf/HDFC-Annual-Report-2015-16.pdf (accessed 28 July 2016).
ICICI Bank (2015), “Leadership in banking through technology”, 22nd Annual Report and Accounts,
available at: www.icicibank.com/managed-assets/docs/investor/annual-reports/2016/icici-bank-
annual-report-2015-2016.pdf (accessed 27 July 2016).
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IDBI Bank (2014), “Annual report 2014-2015, catalyst for India’s growth: 50 years and beyond”,
available at: www.idbi.com/pdf/annualreport/IDBI-AR-2014-15.pdf (accessed 3 July 2016).
Matterson, M.T. and Ivancevich, J.M. (1987), Controlling Stress in the Workplace: An Organizational
Guide, Jossey-Bass, San Franscisco, CA.
Parsuram, S. and Alutto, J.A. (1981), “An examination of organizational antecedents of stressors at
work”, Academy of Management Journal.
Salamon, M. (1997), Industrial Relations: Theory and Practice, 3rd ed., Prentice Hall Publications.
Srivastava, S.C. (2012), Industrial Relations and Labour Laws, 6th ed., S. Chand (G/L) & Company.
Venkataratnam, C.S. (2006), “Grievance and discipline handling”. Industrial Relations, Oxford
University Press, Oxford, pp. 556-563.
Figure E1
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Figure E2
Figure E3
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Figure E4
Figure E5