Human Resource Approach: Change Of Job Role & Description.
The nature of the teller's job had been significantly revised to add a stronger marketing component, thus widening their job scopes to include selling activities. Customer Service Representatives (CSR's) were now expected to:.
1) Offer polite suggestions that customers use automated teller machines (ATM's) for simple transactions.
2) Stimulate customer interest in the broadening choice of financial services offered by the bank.
• It was no longer just the routine for CSR's to only provide bank services such as receiving, paying out and keeping accurate records of all monies for customers, but rather providing customers with the highest quality services, with special emphasis on recognizing customer needs and cross selling appropriate bank services, as well as playing an active roll in developing and maintaining good relations with customers .
• Training programs were implemented for the staff designed to improve knowledge of both new and existing retail products as well as to improve communication and professional image.
• Customer Assistance Representative's (CAR's) received more intense training than CSR's on basic selling skills such as exploring customer needs and how to build relationships with customers. The CSR training program was designed to develop skills in recognizing and probing customer needs, presenting product features and benefits, overcoming objections and referring customers to CAR's.
• CAR's were instructed to rise from seats and shake hands with customers. Both CSR's and CAR's were given exercises to improve their listening skills and powers of observations and were refrained from eating on the job.
• CSR's were also expected to mention various products and facilities offered by the bank as they served customers.
• CSR's were motivated to sell specific financial products and hence help improve the need for customer orientation through cash bonuses they received with every referral of a customer to a CAR that resulted in a sale.