Superior Customer Experience

Vs
Customer Service

NOVEMBER, 2022
 Vision Statement

The momentum for transformational change is fueled and has

more vitality and purpose when it is inspired by a vision
statement, our Bank’s desired future state, that compels
unified action throughout the bank. Our Bank’s vision is:
“To Become the Bank of Your First Choice”
 Mission Statement

This describes Our Bank's purpose and its overall intention. The
mission statement supports the vision and serves to
communicate purpose and direction to employees, customers
and other stakeholders. This a solid mission statement, clearly
aligned with the developments in Ethiopia as a whole and with
the dynamics of the banking sector.
 Mission of OB
“WeWant big to providing full-fledged and best
are committed
quality commercial banking services within the pertinent
impact?
regulatory requirement with due diligence to sustainable
Use bigwhile
business image. empowering the missing middle and
discharging social responsibility by engaging highly
qualified, skilled, motivated and disciplined employees and
state-of-the- art information technology, adding real value
to the shareholders interest and win the public trust.”
 Cont’d …

What we do:-

• We are committed in providing full-fledged and best

quality commercial banking services

How we do:-
• Within the pertinent regulatory requirement
• With due diligence
 Cont’d …
To whom we do:-

• The country - to sustainable business [supporting the

economy],

• The people - while empowering the missing middle and

discharging social responsibility,
• The shareholder- adding real value to the shareholders’
interest.
 Cont’d …
With what we do:-
• By engaging highly qualified, skilled, motivated and
disciplined employees and state-of-the- art information
technology.

Why we do:-
• Adding real value to the shareholders’ interest and win the
public trust [supporting the whole vision, mission, and
values].
 Core Value
• Core values are the core beliefs that the bank operates
from. They are the principal perspectives that guide our
Bank and all bank employees’ behavior with others.
• The mission statement is developed around the core values
and they are the benchmark for all new initiatives
undertaken by the bank, at every level.
 Cont’d …
Core Value Description
Persistence, endurance OB firmly dedicates our resources towards
and tenacity realization of the strategic objectives
Customer satisfaction OB puts customer satisfaction first as it is
the foundation for every action in our bank
Transparency, integrity OB upholds honesty and reliability and
and confidentiality promotes a sense of trust by way of keeping
the confidentiality of our customers
business secret
 Cont’d …

Core Value Description

Uphold team spirit and OB believes in participatory teamwork and
grooming potential self-development of employees and
successor successors.
Respect OB has due respect for all stakeholders
Competitive and OB pays due consideration to secure and
motivated human resource cultivate competent employees by putting in
with every growing skills place competitive reward, training and
development scheme.
 Cont’d …
Core Value Description
OB strives for creativity, continual learning
Learning and innovative
and benchmarking best practices.
organization
Belongingness We deploy committed human resources.
Corporate citizenship OB is responsible for the good of the society
and the environment
Accountability OB is willing to take responsibility for its
actions.
Vision, Mission & Core Value of OB

12
 Key Notes for Strategy

Customer
People Technology
Centricity

13
Superior Customer Experience
 Key Consideration

It is commonly understood that the future competitive

advantage will not lie in the products but in the process of
product delivery by providing a high-quality customer
experience.
 The functional strategies when developed will strengthen
the two primary resources of the Bank – staff, and
customers.
15
 Cont’d

 The customer experience is determined by the behaviors,

knowledge, and competencies of the employees in the first
instance.
 Then through the alignment and integration of transaction
and business processes across all channels - branches,
internet banking, mobile banking, POS, and agent banking.
16
 Competitive Advantage

OB’s Five Years Strategic Plan 2020/21 to 2024/25 contains

the assertion that “OB wants to win a competitive edge in the
industry and to overcome the adverse impact of new
developments on the business and operating model requires
transformation.”

17
 Cont’d …
 Competitive advantage has been defined as; “Your most
dangerous competitors are those that are most like you”
The differences between you and your competitors are
the basis of your advantage (Henderson 1989).
 Most banks in Ethiopia have similar products and
services.
18
 Cont’d …
“We will deliver a superior Customer Experience
over any of our 
competitors when a customer interacts with us via any of ou
r channels”.
 This is not just about improving customer service.
 What is required is to expand the product to include 
19
 Cont’d …

 OB are selling the entire experience not just the product or

service.
 The guiding light for the Branch Transformation strategy 
will be giving customers a superior customer experience t
han any  of its competitors.

20
 Cont’d …

 The competitive advantage will result in:

o OB engaging fully with all customers, 
o Understanding their needs,
o Providing solutions to their problems,
o No matter what channels they use.
21
 Cont’d …

To be a truly customer-centric organization, a bank must

consider how experiences align (or don’t) with the promises
made to consumers. The difference between an organization’s
brand promise and the actual customer experience delivered is
referred to by Kantar as a bank’s Experience Gap.

22
Experience Gap…
Customer Service Management
Quote of Training

Training will neither make a fish

swim nor a bird fly,

But

It certainly will help the fish to

swim faster and the bird fly higher.

25
 Customer Service Management
What is Customer?
Your customers are the people or other businesses that want
your products/ services and are willing to pay for them.
They include;
 People who are buying from you now.
 People you hope will buy from you in the future.
 People who stopped buying from you but you hope to get
them back.
26
 Cont’d …
A Customer
- Receives your output,
- Pays you,
- is the reason why you are hired,
- Is king,
- Is always right,
- has some deal with you,
- can be internal and external.
27
Cont’d …

28
The Six Keys in Customer Service Delivery

29
 Cont’d …
Keys
Key 1 -Customer-Centric Mindset
Key 2 -Professional Image
Key 4 -Communication
Key 3 -Job Knowledge
Key 5 -KYC & Providing Solutions
Key 6 -Feedback & Complaints
Handling
Outcomes
Serving customers with a heart
& always put their interests as
the first priority
Making customers feel
comfortable through how we
look and how we interact
Helping customers resolve their
banking needs and problems
30
 Key 1-Customer-Centric Mind-set

 According to a 2016 report by KMPG, customers are not

only comparing their retail banking customer experience
with other retail banks, but also associating it against every
other customer experience they have ever had, regardless
of the product or service.

31
 Cont’d …
 Service excellence is beneficial to banks because:
o Customers will buy more from you and also more often;
o Customers will stay with you longer;
o Most people do not tell you if they are not satisfied with
your service;
o It’s profitable;
32
 Cont’d …

 Customer-centric Business Model

o Service Excellence Model;
o (Supply) Retail banking service vs Customer needs
and expectations (Demand);
o The 6 Keys as “generic customer service practices”
for banks;
33
 Cont’d …
Customer-centric Business Model
Service –enforce outstanding service and operational execution
Customer –be proactive and
flexible in communicating and
dealing with customers and be
Willing to go beyond standard
procedures, be knowledgeable
about products and Services.
R/ship - show care and respect, and
develop a trust-based relationship
34
Cont’d …

35
 Cont’d …
 Achieving a Customer-Centric Mindset.

 To acquire a customer-centric mindset, customer service

staff should have a thorough understanding of the
following aspects:
o The reasons why customers visit bank-Enquiry,
Processing or Complaint.
o The services that they want. 36
 Cont’d …

o Their needs and expectations- Task Expectation,

Progress Expectation, Time Expectation, Relationship
Expectation.
o Retail banking customer trend- First-contact Resolution
is Key to Customer Retention.
o In-house customer service standards.
37
 In-house Customer Service Standards
 OB have developed its own specific customer service
delivery time standards guidelines- sets minimum time.
 Focusing on general, domestic banking services, credit
services, electronic banking services, international
banking services, and interest free banking services.

38
 Cont’d …

Responsibility of Branches:
 Perform their operations based on CSD guidelines besides
to the operational guidelines of the Bank developed for
each operation activities;
 Let their staff members know about the guidelines;

 Avail the guidelines to their staffs; 39

 Cont’d …
 Keep the guidelines confidential and use for the Bank
operations only;
 Request supports on clarification of the guidelines;
 Regularly review the standards that have been set and
determine where improvements are needed i.e., they shall
contribute an input for amendment of the guidelines; and
request for amendment of the guidelines via district
offices;
40
 Cont’d …

 Forward copies of all required documents to the concerned

District Office or Credit Management Department at once;
 Collect the necessary materials and/or documents from the
concerned HO and District offices and inform the
customers timely. For example: printed ATM cards and
pins, approved loan document, etc.

41
 Cont’d …

 Communicate all decisions to the customer in writing and

on timely basis;
 Resolve customer complaint fairly, consistently and
promptly (either it is oral, phone or written enquiries);

42
 General Standard of Customer Service for
All Units of the Bank
S/N General Standards/Guiding Principles

1 The respective offices shall be clean and neat all the times prior
opening hours.
2 All branches shall be opened 8:00 A.M in the morning and
closed 6:00 P.M in the evening while all H.O Units shall be
opened 8:00 A.M in the morning and closed 05:00 PM in the
evening.
43
 Cont’d …
S/N General Standards/Guiding Principles
3 All units of the Bank shall respond to the incoming calls within 2
to 3 rings with pleasant and polite tone of voice.
While answering the incoming calls the person shall say ‘Oromia
Bank, office name (Pr. Office, Department, District, Branch,
Division etc.)’, may I help you!
4 Staff members shall be punctual at office during working hours
and make ready working equipment arranged earlier than branch
opening hours.
44
 Cont’d …

S/N General Standards/Guiding Principles

5 Dressing conditions of employees shall be complied with OB’s
dressing codes.
6 During service hours, staff members shall appear well dressed.
While delivering the service picking nose, ears, cleaning teeth, etc.
is not appropriate.

45
 Cont’d …

S/N General Standards/Guiding Principles

7 All employees at operational units shall put ID card in a way
visible to anyone i.e. the ID Card shall rest on the chest in a way
visible to customers.
8 Staffs shall fully aware of services and products of their respective
organ in particular and all other services and products of other
operational units in general
46
 Cont’d …
S/N General Standards/Guiding Principles
9 The approach of employees shall be friendly and smiley
10 Information provided to the clients shall be clear and accurate
11 All Formats such as deposit/withdrawal vouchers,
receiving/sending vouchers, CPO formats, bank letter of guarantee
formats, etc. shall be uniform at all operational units.

47
 Cont’d …
S/N General Standards/Guiding Principles
12 Brochures and other promotional items shall be reviewed whenever
new updates prevail regarding to OB’s products/services.
13 Employees of the Bank should treat all customers fairly.
14 Staffs should respond to complaints and incidents as prompt as
possible.
15 Standard classical or corporate jingle should be released for hold
on calls.

48
 Cont’d …
S/N General Standards/Guiding Principles
16 Due apology should be given to customers whenever a mistake
happened in providing service.
17 Every employee should keep information confidential
18 Bad organizational culture like gossip, giggling, squabbling,
speaking personal loudly, etc. should be kept far away from the
working environment chuckle.
19 As much as possible every staff should act as ambassador of the
bank and keep promoting the Bank
49
 Cont’d …
S/N General Standards/Guiding Principles
20 The customers shall get the right to communicate with the language
they can i.e. they have the right to be served in the language they
speak and understand well.
21 Staffs shall get adequate training prior to assignment of new
place/positions.
22 Accepting gifts or bribes from customers either in cash or in kind
shall follow unforgiving penalty.
50
 Specific Service Delivery Time Standards
1. Time Standard for Domestic Banking Service at
Branches,
2. Customer Service Delivery Time Standard for Credit
Services,
3. Customer Service Standard for Digital Banking Services,
4. Customer Service Delivery Time Standard for ITS,
5. Customer Service Delivery Time Standard for IFB
Services.
51
 Implementation of CSD Time Standard
Guideline
 IMPLEMENTATION - All staff shall contribute
 Monitoring and Evaluation -
o System - Loan Origination System
o Customer feedback - Call centre & 840
o mystery shopping
o control and compliance officer
o Reporting format 52
 Key 2 - Professional Image
 Our Appearance Do Matter!
 “People see you first, hear you second”, i.e. very often we make
judgment, or put people in stereotypes based on their appearance
 Similarly, our
 Customers will make
 judgement
 on us based on
 our appearance.

53
 Key 3 - Job Knowledge

Activity

1. Discussion on the essential knowledge necessary for a

member of customer service team to carry out daily
routines. List in order of priority and give reasons.
Discussion on the importance of Job Knowledge, internal
procedures and legal regulations.
54
 Cont’d …

 Customer service staff plays a vital role in customer

relationship because they are often the first point of
contact between the bank and its customers.
 First impressions are critical for fostering positive
customer sentiment and loyalty.

55
 Cont’d …

 Staff members shall know Main Functions of the Bank,

 Counter Services and,

56
First Impression is the Last Impression
First impression is the last impression
You Never Get a Second Chance to Make
a First Impression
 Cont’d …
 Operational tasks,
 Operational procedures,
 Product knowledge- all the products of the bank,
 Compliance (External regulations, Internal policies and
guidelines),
 Sales and service,
 Ethical standards (Code of Conduct and beyond).
59
 Key 4 - Communication

 Communication is a two way, complex and dynamic

process. It can be a conversation, or exchange of
information, ideas etc. between two people to create shared
understanding.

 Banking is a PEOPLE business. Our Message is very

important. 60
 Cont’d …

Activity?

 What we/our branch looks like in different forms of

communication?
 Oral or face to face.
 Telephone communication- It’s Not What You Say, It’s How
You Say It? 61
 Cont’d …
 Written- message, timing, authority etc
 E-mail – checking & response frequently
 Essential Communication Skills for Customer Service Staff:
o Listening - A prerequisite to many other communication skills
o Ask questions
o Provide information
o Observe body language
o Social conversation
62
 Cont’d …
Be an Active Listener
• Maintain eye contact
• Don't interrupt the speaker
• Avoid distraction
• Nod your head
• Be attentive to non-verbal cues
• Posture
• Repeat instructions and
• ask appropriate questions
Body Language
• Non-verbal communication,
in particular body language,
is an integral part of communication
63
 Key 5 - KYC & Providing Solutions
 Competition in the retail banking industry has intensified
over the years.
 Knowing and understanding the needs of every customer,
thereby providing appropriate and customized solutions is
key to superior retail banking customer service.
 This leads to the customer’s longer and deeper
relationships and stronger loyalty to the bank.

64
Cont’d …

65
 Recognition and Measurement of Financial
Instruments
Types of Customer Enquiry
 Relating to the facts, details, and features of a specific
banking product and service, including:
o Product and service details;
o Timing and duration of execution;
66
 Cont’d …

o Direct cost and charge to the customer;

o General risks;
o Comparison with related products and services on the
above.

67
 Cont’d …
 Relating to the benefits and implications of a specific
banking product and service, including:
o Whether the product and service meet his/her needs and
expectations,
o Whether the timing and duration of execution meet
his/her needs and expectations,
68
 Cont’d …

o Whether the direct cost and charge, as well as related

indirect and consequential and opportunity costs meet
his/her needs and expectations,
o Whether the risks are acceptable to him/her,
o Which product and service best meet his/her needs and
expectations on the above.
69
 KYC Cont’d …

Customer Needs and Expectations

 Customer Needs
o Operational Needs
o Credit/IFB Needs
o Risk Management Needs
o Savings and Wealth Creation Needs 70
 KYC Cont’d …

 Customer Expectations
o Task Expectation
o Progress Expectation
o Time Expectation
o Relationship Expectation

71
 Customer Information Category
 Risk Profile Risk Appetite Matching the risk tolerance of
a customer with the risk rating of an investment product.
Basic Demographic and Personal Information
 Age, Marital status, Employment status, Residential
address, Income source, What investments or savings are
held?, Credit cards held, personal credit and loan facilities
obtained, Whether the customer has a mortgage with the
bank.
72
 Cont’d …
Uses
 Age of a customer can also provide a conventional
perspective on the risk tolerance of a customer, Whether
the customer seems to have a steady income stream (to
meet his/her financial obligations and non-discretionary
expenses), Whether the customer works locally or outside
of Hong Kong may reveal his needs in foreign currency
transactions.
73
 Customer Information Category

Financial Information
 Personal net worth positions – assets, liabilities and net
worth of the customer, income and expense
Customer’s Life Stages
 Education and graduation, Entering workforce, Financial
independence, Marriage, Having children, Job
changes/business ownership, Living in retirement and
leaving a legacy
74
 Key 6 – Feedback & Complaints
Handling
 Research indicates that for every complaint expressed
there are over 25 unregistered complaints.
 Many dissatisfied customers just quietly take their
business elsewhere.
 Customer complaints in banks are growing in number.
They represent a golden opportunity to build stronger
relationships between the two.

75
 Cont’d …

 It is important to understand why (the cause) and what (the

problems) customers complain about in order to uphold
excellent service and prevent complaints from happening
in the first place. Enquiries also make up a significant part
of customer care.

76
 Cont’d …
 Similar to complaints and feedback handling, enquiries
are to be handled effectively and efficiently to maximise
customers' satisfaction.
 Common Enquiries
o General: product features, payment process, charges,
telephone banking, internet banking.
77
 Cont’d …

o Cards: application, promotion offers, payments, stop

payment, cancellation, lost cards, finance charges.
o Account: deposit and withdrawal, overdraft facility, fee
and limit, fees and charges, cheque clearance process,
transfer.

78
 Cont’d …

o Loans; interest rates, repayment schedule, borrowing

power calculation, loan plans.
o Currency; exchange rates, interest rates, remittance,
transfer etc.
o Others
79
 Cont’d …

 Enquiry Handling
o Acknowledging what the customer has said;

o Demonstrating willingness to help the customer;

o Asking appropriate questions or phrases to encourage

the customer to give more information that will in turn
help identify customer needs; 80
 Cont’d …

o Demonstrating good product knowledge to give

confidence to the customer;
o Be warm and friendly to make the customer feel
comfortable.

81
 Cont’d …

 Steps in Dealing with Negative Feedback

o Pause first; Don’t react;
o Understand the concerns of the customers;
o Analyse and assess if the feedback is true;
o Reply to the customer;

82
 Cont’d …

o Recognize receiving negative feedback is a positive

thing;
o Learn from the feedback.

83
 Ten Major Do’s and Don’ts of Customer
Service
Wrong Approach Polite and Friendly Alternative

“I don’t know.” “I’ll find out.”

“No.” “What I can do is…”
“That’s not my job.” “Let me find the right person who can help
you with …”
“You’re right – this is “I understand your frustrations.”
bad.”
84
 Cont’d …

Wrong Approach Polite and Friendly Alternative

“That’s not my fault.” “Let’s see what we can do about this.”
“You want it by when?” “I’ll try my best.”
“Calm down.” “I’m sorry.”
“I’m busy right now.” “I’ll be with you in just a moment.”
“Call me back.” “I will call you back, what is your telephone
ber.”
85
 Complaint Handling – Why People
Complain
 Customer complaint is an expression of dissatisfaction
with a product or service, either orally or in writing.
 How a customer complaint is handled will affect the
overall level of customer satisfaction and may affect
long-term customer loyalty and retention.

86
 Cont’d …

 It is important for organizations to have clear guidelines

or procedures for dealing promptly with any customer
complaints, to come to a fair settlement, and to explain
the reasons for what may be perceived as a negative act or
response.

87
 Cont’d …
 If a complaint or grievance is not addressed in a
satisfactory manner, the customer may lodge the
complaint with a third party such as "NBE".
 This is definitely not what a OB would like to see happen.
The Chain Effect

88
 Cont’d …
 According to a survey on complaints conducted in the
US:
o 96% of dissatisfied customers will not tell you how they
feel,
o 90% of dissatisfied customers will never return,
o Each dissatisfied customer will tell at least 9 people
their bad experience with your company. 89
 Cont’d …

 Complaint is a Gift
o 7 out of 10 complainants will return if their complaints
are resolved satisfactorily,
o Out of the 10 complainants, 95% will return if their
complaints are settled immediately,

90
 Cont’d …

o Each complainant will tell an average of 5 people

his/her good experience with your company, products
and service if his/her complaint is handled.

91
 Causes of Common Complaints

Causes Examples of the problems

Poor customer service Long queuing time, rude manner, not
listening, unpleasant tone and volume of
voice and expressions
Errors Mistakes made by someone due to
miscommunication, misinterpretations,
carelessness, technical malfunction, etc.
92
 Cont’d …

Causes Examples of the problems

Not keeping promises Expectation discrepancy
Unclear or misleading Hidden costs, charges and fees not explained
information clearly
Delay in solving issues Issues not resolved timely
Inaccessibility Unable to reach a contact person

93
 Steps and Skills in Complaint Handling
  Steps Skills
1. Provide i. Pause first, don’t react
customers ii. Take the complaint
with the  Acknowledge the complaint
opportunity  Be respectful, positive and helpful
to complain  Respond in accordance with the bank’s guidelines,
polices & procedures
 Use sincere facial expressions and body language

94
 Cont’d…
  Steps Skills
2. Give i. Listen respectfully
customers ii. Clarify by using effective listening and
full and questioning & probing techniques to find out what
undivided happened-Listen with heart to understand the
attention issues
- Ask questions to clarify
- Use probing questions to dig out details

95
 Cont’d …
  Steps Skills
3. Understand
i. Think in customer’s shoes, use empathy-Use
what the
concerns are empathetic statements and tone
and evaluate
ii. Acknowledge customer’s needs
the concerns
objectively iii.Find out details of the concerns
iv. Analyse objectively to determine the core of the
issue
96
 Cont’d …

  Steps Skills
4. Agree that a i. Apologize for the inconvenience
problem ii. Solve the concern, do not argue. The customer
exists, never needs to feel that you are on his or her side and
argue Find out how the customer wants the issue resolved

97
 Cont’d …

  Steps Skills
5. Confirm the
i. Become a partner with the customer in solving the
concerns
problem

ii. Get agreement from customer-Identify points of

agreement-Summarize the agreement

98
 Cont’d …
  Steps Skills
6. Align/ agree i. Suggest solutions, be flexible within your scope
on the of authority-Explain pros and cons
conclusions/ -Provide alternatives with explanations
next steps to ii. Get agreement from customer
move forward -Identify points of agreement
-Summarize the agreement
99
 Cont’d …
  Steps Skills
7. Thank the Take action immediately-Thank customer for
customer for reporting the case
bringing the
complaints to
your attention

100
 Cont’d …
  Steps Skills
8. Follow i. Assure results and efforts
through ii. Give timely update to customer
until the iii.Check customer’s level of satisfaction-arrange
problem is follow-up
ultimately iv. Report the case to management in line with Bank’s
resolved procedures
101
 Formulate Your Own “Service Excellence
Model”
 Banks have their own service excellence pledge or motto.
For example: CUSTOMER can be the acronym for:
o C = Communication
o U = Undivided attention
o S = Sensitivity

102
 Cont’d …

o T = Timeliness
o O = Observation
o M = Manner
o E = Ethics
o R = Respect
103
 Summary

 Critical Tasks in Customer Service Delivery in Banking

are: -
o Serving customers with a heart & always put their
interests as the first priority,
o Making customers feel comfortable through how we
look and how we interact, 104
 Cont’d …

o Helping customers resolve their banking needs and

problems.

105
Best Speech about Customer Service

106
Cont’d …

107
Cont’d …

108
Thank You!!!

109