সম্ভাব্য টীকা সমূহ:
১. ক্রেতামুখিতা (Customer centric)
A customer-centric approach can add value to a company by enabling it to differentiate itself from competitors who do not offer the same experience.
The first step to becoming more Customers centric is ensuring that everyone has a common understanding of what the term means. This may sound obvious but most organizations do not have a written definition. That’s when different interpretations begin to create problems and the heated discussions really start. Here’s an example of a good definition from an IT company’s strategic plan.
“Being Customer Centric is about the ability for everyone in the company to continuously learn about Customers and the market. It is also the responsibility of everyone in the company to respond appropriately to what we learn.”
Many organizations also find it helpful to state what being Customer centric does not mean. It should be obvious that it’s not about simply doing everything the Customer wants, irrespective of the impact on the business. Obvious yes, but I’d strongly recommend still saying something like “products, services and resources should be utilized in line with the organizations overall strategy as well as meeting the needs of Customers”.
২. ক্রেতা ডিলাইটনেস (Customer Delightness )
Customer ‘delight’ is a part of the culture and make-up of the business. It’s the way we do things around here! According to Chip Conley, in his new book, “Emotional Equations”, there’s a formula that rings true for many:
Customer Delight = Results – Expectations
What exactly is ‘Customer Delight’? It may define ‘surprising customers with the level of service are provided ‘and when one can create “WOW”. Good customers are an asset which, when well managed and served, will return a handsome lifetime income stream for the company. The best way to hold customers is to constantly figure out how to give them more for less. To keep them satisfied, have to know them by finding the answer of the following questions:
– Who are they ?
– What do they want?
– What do they need? (But not necessarily want, yet.)
– Why do they like you?
– Is there something they don’t like about you?
Strategies to achieve higher customer satisfactions are to
– Perform Customer Expectation Survey (CES)
To satisfy the customer, we need to know their expectations
Understanding soft requirements of the customer
Explaining the CES and CSS process to the customer
Educating the customers on its benefits
Helping them to identify top 3 priorities based on their requirement
Helping them quantify the priorities
– Identify top 3 priorities of the customer
– Priorities should be in terms of soft expectations apart from the contractual commitment
– Perform Customer Satisfaction Survey (CSS) based on CES
To get customer feedback on the service we provide
A formal survey to understand the satisfaction level of the customer
Explain the contents of CSS form to the customer
Obtain feedback using the CSS Form – in a discussion mode
Provide assistance, if required
– Prepare an Action Taken Report (ATR) for CSS ratings below the target
To identify causes of dissatisfaction and take corrective actions
Document the plan of actions to be taken
Identify the causes of dissatisfaction
Identify the corrective / preventive actions
Discuss the actions with the customer
Track the identified actions to closure
Inform the customer about the progress
– Share the ATR with customer
– Track the actions to closure
STRATEGIES TO ENHANCE CUSTOMER DELIGHTNESS:
Strategies for banking sector to delight the customers:
– PSBs(Public/Private Sector Banks) should also adopt the latest technology to provide e-services as need of the hour.
– Appoint young employees with fresh and creative mind experts in latest technology and trained the others also
– Introduce innovative and globally accepted products or services.
– Trust should be created among the customers for all types of e-channels.
– Cost-free and cost-effective e-channels should make available.
– Special schemes to install/establish IT infrastructure in each and every branch of public sector banks.
In the words of Maya Angelou, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel”
And that’s the point! ‘Delighted’ customers feel it, they remember it, they talk about it and they come back for more of it!
৩. গ্রাহক মূল্য (Customer value)
Customer value is benefits and costs that customers get. Customers choose products according to value that the company create for themselves.
The difference between the values the customer gains from owning and using a product and the costs of obtaining the product
Customer value models are based on assessments of the costs and benefits of a given market offering in a particular customer application. Depending on circumstances, such as availability of data and a customer’s cooperation, a supplier might build a value model for an individual customer or for a market segment, drawing on data gathered from several customers in that segment.
Realization is what the customer receives, which includes product features, quality, and service. This takes into account the customer’s cost to use, maintain, and dispose of the product or service. Sacrifice is what a customer gives up, which includes the amount the customer pays for the product plus the time and effort spent acquiring the product and learning how to use it.
The Customer Perceived value of a product is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering, in comparison to the perceived alternatives. Formally it may be conceptualized as the relationship between the consumer‘s perceived benefits in relation to the perceived costs of receiving these benefits. It is often expressed as the equation:
Value = Benefits / Cost
To analysis the Customer value by taking the steps of which are as followed.
- To identify the major attributes and benefits that customers value for choosing a product and vendor.
- Assessment of the quantitative importance of the different attributes and benefits.
- Assessment of the company’s and competitors’ performance on each attribute and benefits.
- Examining how customer in the particular segment rated company against major competitor on each attribute.
- Monitor customer perceived value over time.
৪. ইন্টারনেট ব্যাংকিং (Internet banking)
৫. নিশি মার্কটিং (Nishi maketing)
৬. সবুজ ব্যাংকিং (Green banking)
৭. পরিবেশবাদ (Environmentalism)
৮. এসএমএস ব্যাংকিং (SMS banking)
৯. খুচরা ও পাইকারী বাজার
১০. প্রমোশন ও প্রচার
১১. হারানো ক্রেতা
১২. প্রোডাক্ট লাইন
১৩. রিটেইল ব্যাংকিং প্রোডাক্টস
১৪. প্রোডাক্ট সূত্র ডিসমক্রিমিনেশন
১৫. মারকেটিং মিক্স
১৭. পুশ মাকের্টিং কৌশল
১৯. ব্যাংকে কারিগরি সৌজন্য(Techno etiquette in banks)