RBI Master Circular No: RBI/2015-16/59 dated 01.07.2015 mandates banks to implement a Board-approved policy for General Management of Branches on Customer Service in Banks.
As a service organization, customer service and customer satisfaction should be the prime concern of any Bank. The Policy for General Management of Branches is a set of regulatory guidelines that banks have to implement ensuring they provide a standard level of customer service at their branches.
The following is the objective of the Branch Management Policy:
- To ensure the availability of customer amenities to meet customer expectations & improve customer service in the following aspects:-
Infrastructure:
Adequate space for the customers
Proper furniture
Drinking water and washroom facilities
Space for parking, wherever feasible,
Arrange Ramps at Branches/ATMs, wherever feasible.
Step ladder with railing in the locker room to access the lockers at a height.
The step ladder provided should be without wheels and wherever the step ladder has wheels, provision of brake arrangement for enhanced safety should be made with specific emphasis on pensioners, senior citizens, Divyangjans, etc.
Information about Business Hours/Working hours/Weekly holidays of the branch shall be displayed outside the branch premises.
All Branches shall pay attention towards maintenance of hygiene by regular up-keep cleanliness of Branch Premises (including sanitization of washrooms).
- “Enquiry” or “May I Help You” Counter
As per RBI circular No: DBR No. Leg.BC.21/09.07.006/2015-16 dated 07.07.2015; bank shall provide an “Enquiry” or “May I Help You” Counter for convenience to the customers.
However, in small branches, the “May I Help You” counter may be combined with the counter located at the entry. This will provide necessary assistance to the customers in dealing with their Banking requirements.
c) Indicator Board:
Indicator boards shall be displayed at all the counters in the concerned regional language, Hindi and English. Business posters at semi-urban and rural branches shall also be in the concerned regional languages.
- Roving Officials
Grahak Mitra shall be made available at branches with high footfall for guiding customers in carrying out their day-to-day transactions. The Grahak Mitra role may be assigned to an employee with other duties. They will ensure that the customers are provided the necessary assistance in transacting the business and oversee the employee’s response to customers. The Branch Manager or any other senior officer will periodically visit the banking hall keep an eye on developments; and interact with a few customers to get feedback about the delivery of services.
- Language of Booklets / Pamphlets etc
Booklets in relevant regional languages, Hindi and English, consisting of all details of services and facilities available at the Branch shall be provided to customers. The order of the language shall be regional language, Hindi, and English as per GOI guidelines. Compendium of Customer Information shall be placed in a prominent place in the Banking Hall, easily accessible to the customers. All printed material used by retail customers including account opening forms, pay-in-slips, passbooks, etc., should be made available in trilingual form i.e., English, Hindi, and the Regional Language, concerned.
While communicating with the customers, regional languages and Hindi along with English shall be used. For effective communication with the customers, the language known to them shall be used at all levels.
h) Identity Card and Dress Code
As a policy, Every Bank employee shall wear on person an identity card displaying a photo and name thereon. Compliance in this regard will be ensured by the Branch Manager. The bank has a dress code for subordinate staff and a small group of officers holding specialist posts like Security Officers and liaison Officers. Though the Bank does not impose a dress code for others, all staff members are expected to follow certain decent dress codes while representing the Bank in the office premises or attending seminars, meetings, training courses, etc.
In the case of the employees of JVs/ Outsourced Agencies to wear distinct ID Cards of the respective organization while on duty and this should form part of the vendor agreement.
- Staff Job Rotation and Vacation Policy
Banks shall ensure that there is a periodic change in the allotment of desks and responsibilities to all employees. There shall be a well laid down policy stipulating period of stay for different categories of employees at the Branches, Regional Offices, Zonal Offices, and Central Office, in compliance with RBI and CVC guidelines is in place and followed meticulously.
As per RBI guidelines, Banks shall ensure that all employees posted in sensitive positions or areas of operation are sent compulsorily on leave for not less than 10 working days in a single spell, without prior intimation to these employees during a financial year in compliance with RBI guidelines.
Branch Manager should report to the Controller if any staff is posted in the branch for more than the Period specified.
J) Training of Staff
Training shall be imparted to all staff members in line with customer service orientation. The employees shall undertake mandatory training in the areas like KYC, AML& CFT, Role Based requirements etc. Training in Technical areas of Banking shall be provided to the staff as required. In addition to the existing training avenues like e-learning, classroom training, supply of study materials, video-based learning, podcasts and dedicated portal for self-nomination to classroom training are being adopted.
k) Visit of Branches by Senior Officials
Senior officials from Controlling Offices and LHO shall conduct structured visits of the branches as per Bank’s norms at periodical intervals for on-the-spot study of the quality of service rendered by the branches, record their observations / findings in the visit register / CVS and necessary remedial measures will be initiated on the deficiencies, observed, if any. In addition to structured visits, Incognito visits also to be carried out for better understanding of quality of services at branches.
l) Reward and Recognition
Banks shall felicitate three best performing branches in each Circle covering all population groups, for “Excellence in Customer Service” by the Chairman. The Branches shall be selected based on the parameters prescribed by Bank for improving customer service.
m) Customer Service Audit
The Inspection and Audit Department shall also conduct audit of Customer Service during their Risk Focused Internal Audit exercise of the branches. Similarly, Customer Service Meetings shall be conducted at periodical intervals to review the quality of customer service being rendered at the branches and devise ways to improve the services rendered by Branch staff members. During such meetings, Branch may invite customers, and at least one should be a senior citizen.
n) Banking Codes and Standards Board of India (BCSBI)
The Banking Codes and Standards Board of India (BCSBI) was constituted on the recommendation of the committee under the Chairmanship of Shri S.S.Tarapore former Deputy Governor of RBI. It was registered as a Society under the Societies Registration Act 1860 in February 2006. The primary objective of the BCSBI is a board for hassle-free service to the Common Man. It is an independent and autonomous watchdog to monitor and ensure that the Banking Codes and Standards adopted by the banks are adhered to in true spirit while delivering their services. Membership of BCSBI is voluntary and open to all scheduled banks. BCSBI has scripted the ‘Code of Bank’s Commitment to Customers’ jointly with the Indian Banks Association. The member banks need to ensure compliance with their codes and standards, for quick resolutions and lessen the frustration faced by customers. These codes have come into effect from 1st July 2006. Code of “Banks Commitments to Customers”, which sets minimum standards of banking practice and benchmarks in customer service for Banks to follow, shall be made available to customers free of cost on request.
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