Assessment of Customer Centric Practices

Abstract

Customer orientation is a popular term used by marketers. Different studies have assessed the extent to which organizations implement customer orientation. However, fewer studies are available in the context of Indian banking. Our study intends to fill the gap by scanning the literature concerning the subject, undertaking the content analysis of mission statements for banks in India and analyzing the perception of employees towards various dimensions of customer centricity. The study captured the perception of employees working in public sector, private sector and co-operative banks. The findings suggest that higher scores were obtained for comprehensive need analysis, capturing customer understanding, customer value suggestions, and solution focus and comparative lower scores were obtained for role of frontline in customer understanding, empowerment of frontline, and incentives for profitability. The finding highlights that management needs to devise methodologies for employee engagement which can have an effect on customer orientation. It underscores the need to create cross functional teams which can break the silo mentality.

Keywords: Customer Orientation, Customer Understanding, Financial Institutions.

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