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Customer service in banks: Mind the behaviour gap
- Banks need to focus on customer interaction and experience alongside customer protection and grievance redressal.
- Customer respect and welcoming approach can prevent dissatisfaction, emphasizing the importance of courteous interactions and timely responses.
- Challenges in customer service include low customer-facing staff ratio, redefining service manager roles, weakened institutional oversight, and revising grievance terminology.
- Recommendations include redeployment to customer-facing roles, designating Customer Service Managers, establishing oversight mechanisms, and revising grievance systems.
- Proposals also include building a Customer Service Index, giving primacy to customer service in branch managers' evaluations, using AI for service monitoring, and leadership outreach to remote branches.
- Zero tolerance for staff misconduct is essential for improving customer service in banks.
- Improving customer service involves changing the mindset on how customers are treated at every level.
- The importance of behavioural issues in customer service is highlighted from a sectoral perspective.
- Emphasis on warm, responsive, and customer-friendly staff across all touchpoints is crucial for enhancing customer experience.
- AI tools can be utilized to monitor customer dissatisfaction and escalate issues based on customer interactions.
- Leadership outreach to remote branches and zero tolerance for staff misconduct are necessary measures for improving customer service.
- Efforts should be made to speed up transactions, resolve complaints faster, and improve how customers are treated at every level in banks.
- The Customer Complaints Authority is suggested as a more relatable term in grievance systems.
- Building a Customer Service Index can benchmark banks on behavioral and service quality metrics to drive competition and accountability.
- Customer experience should be a substantial performance indicator for branch managers' evaluations.
- Improving customer service in banks should include continuous retraining and improvement measures.
- The article was published on June 16, 2025.
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