m By Group 2:

Gaurav Sharma
Roopa Kushtagi
Santhosh Gurumurthy
Ved Prakash
 r. ahajan is a consumer friendly manager of Bharat
Bank operating in rural area of Kamli village
He has personal rapport and understanding with most
customers
He goes out of box to help customers

 r. Tiwari is a strict and rule-book-follower manager of

Hindustan Bank in rural area of otigundi village
He is rude to customers
He is disrespectful towards his seniors
! Branch anager for A ± r. Tiwari
! Branch anager for B ± r. ahajan

„

. YOY growth in the deposits and advances for Bank B - because of the cordial
relationship of the manager and the satisfaction of the villagers w.r.t. the services they
are getting
2. Deposit and advances growth has been significant even in 2008 when all other banks
were not doing good
3. Slump in advances and deposits of Bank A - because of the inefficient working of Bank
A and the rude behavior of the manager with the villagers. Deposits and advances least
among all the other banks in the how Block
4. Bank B - Increased employee productivity in terms of the deposits/employee and
advances/employee and business/employee because of the involvement of the
employees in most of the activities/decisions the manager takes creating sense of
belongingness for the employees
5. Employee productivity has been decreasing for Bank A as the staff is concerned about
their official duty ± Bank opens late and closes early immediately after customer
transaction hours
5. Number of employees remains the same, 3, where as Bank A had to
recruit one more person to deal with the fluctuations in the business
6. IRDP recovery rate for B has been consistently improving and have
attained a 00% recovery ± this has been possible because of the
good relation the manager of the bank shares with the villagers and
lends a helping hand to the villagers in their difficult times ± Highest
recovery rate among all the 8 banks in how block
7. IRDP recovery rate for Bank A has been the least as the anager
does not have good relation with the villagers and hardly gets in
touch with them to understand their requirements. This makes it
difficult and challenging for the bank to recover the IRDP loans.
8. Bank A manager also mentioned openly to Chairman at BLBC
meeting that he will not give any new IRDP loans discouraging the
potential customers to reach out to the bank
! This case is the best example of Consultative arketing at
bank branch level. It explains how a simple
human/empathetic touch towards consumer¶s financial
problem can result in totally different outcome for a bank
than otherwise

! Customer comes to bank with financial problems. Banks

must show whole-hearted commitment to achieve customer
satisfaction by solving their problems

! All employee of bank including branch manager must

actively participate to create awareness about bank
products and thus work towards the welfare of customers
! Personal interaction with consumers & customers
! Be empathetic in dealing with consumers ± oney is a sensitive
matter
! Ad campaigns must be rural centric for rural areas ± (It is
important to take care of ³Place´ out of the 4 P¶s of marketing)
! ove around the rural alleys and understand the lifestyle of
customers
! Awareness campaigns to inform customers about various
products that the bank offers for customer¶s benefit
! The physical setup of the bank must be rural centric than urban
centric ± This will make consumers feel comfortable during their
stay at bank
! Talk to consumers in their language ± An English speaking staff
at a Hindi/ arathi/Kannada understanding customer will be a
major blunder
! Present and past demographic details and trends
of the population ± ales, Females, Literacy
levels, Employment details, etc.
! Performance of competitors ± banks, money
lenders, Self Help Groups
! Nearby urban areas and their products
supply/demand
! Availability of raw material supply for proposed
business
Thank You!