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special featureand quick transmission of information inexpensivelyand conveniently has been adopted. Banks havemoved a long way from the age of mechanization inthe Indian banks to the present age where banksare successfully experimenting with advancedtechnologies. Such technological advancement cansignificantly enhance operational excellence, theenabler to serve customers better. Thus a bankwhich closely integrates its technology strategy withits business strategy can certainly reap betterbenefits and reach the target customers using theright channels. It can also understand the value ofthe customers to the bank and optimize quality ofservice. The philosophy of 'sense and respond' tocustomers' needs can be more instrumental indevising strategies for cross-selling and up-selling.Such approach can go a long way in buildingsupport system for promotional and image buildingactivities of the bank.In the context of building a sustained culture ofoperational excellence, banks are increasinglyrealizing the need to understand their customerslike never before. Today's customer expects - ratheractually demands - to be treated as an individualconsumer providing business opportunity to thebank. They deserve to be considered more valuableto the banks than ever before; failure tocommunicate with these customers at the right time,through the right channel, with the right offer willslowly wear away the client base. Further,availability of a holistic 360 degree view of customerwould also facilitate the banks to design combopacks demonstrating cost / value efficiency. Hencestrategies have to be centred around buildingoperational efficiency, the integral part of customerservice.2. Create customer relations teams :Increasing customer base is the manifestationof quality of service and networking abilities ofthe teams leading the line functions. ut it is not thelone contributory factor. Networking and constantcustomer contact is more important. Customerexperience is no longer the sole domain of thebranch. It exudes in everything the bank does.Gearing up every building block in the chain toprovide a better experience to customers will beessential. An emerging field in capturing customerexperience is to undertake behavioural research.Moreover marketing is the area of value innovationwhich can be an eventual game changer in buildingrelations. Innovation in providing the fine customerexperience is no longer a choice but a necessityand more importantly a competitive weapon. AnInnovations group or network created acrossthe bank can be a useful tool to generate newideas and get connected with the people. Inbuilding customer relationship, mapping customeraspirations is essential. Formation of centralisedsales and service teams can be a right model topenetrate fast in the market. It is more essential tostrengthen the network of post sale customerservice to win customer confidence. Relationshipshave to be based on sustained ability to serve andnot on transactional basis. A cohesive team ofknowledgeable people will be essential to cementthe customer relationship edifice.3. Increase sensitivity to customer needs :In a branch setting, the attitude, orientation,training of operating staff and their commitmentto serve customers assumes greater significance.The management needs to share its priorities withthe branch level staff to improve the responsesystem. With the diversification in the products /services and changing profile of customers, banksneed to focus more particularly to improve theresponse system at all levels. The care, concernand the policy of customer centricity shouldmanifest in the form of quick response to customerqueries. The technology led delivery channelscan be useful enablers to attend to the customerneeds. The new age customers accord moreimportance to time management and staffhave to be trained to be time sensitive. Thebranches / call centres and customer touch pointshave to be oriented to provide quick responseand offer end to end solutions to customer needs.10October - December 2011The Journal of Indian Institute of Banking & Finance