1.

What steps has Menton Bank taken to develop a customer

orientation in its branches?
Delivery Improvements, Innovations
• Remodeling and renovation of “new look” branches
• Counters redesigned to provide full/express service
• Staffing levels varied to match variations in demand for service by customers
• Touch-screen information terminals installed near entrance, remodeling, and renovation of
“new look” branches (“friendly yet professional”)
• Introduction of advanced model ATMs with color touch screens, capable of broader array of
transactions in multiple languages
• Number of ATMs in branches has been tripled
• Access to several ATM networks with numerous convenient locations
• Automated 24/7 telephone banking
• Home banking by Internet provides online access to accounts via bank’s Web site, newly
redesigned to be the region’s most “user friendly,” testing use of web-enabled services for
customers with digital cell phones
• Issuing new credit cards with RFID which allows customers to wave cards near special
readers rather than insert them in slot, thus saving time and effort

Staff Innovations
• New training programs for staff to generate improved product knowledge, selling skills,
greater professionalism
• New staff job titles signal changes in approach
• New job descriptions signify much increased emphasis on high quality service recognizing
customer needs, cross selling, maintaining good customer relations
• Use of both “carrot and stick“ approaches to motivate CSRs to engage in consultative
selling
2. Compare and contrast the jobs of CAR and CSR? How important is
each to (a) bank operations and (b) customer satisfaction?
1. JOB ORIENTATION
• CAR job is oriented to prospects interested in starting a relationship with the bank and
existing customers who have problems to resolve or who need new services. It’s very
important from a marketing perspective but operationally is limited to ensuring that new
accounts are set up properly and that customers know how to use different service delivery
options and resolving operational mistakes that have upset customers.
• CSR job is oriented toward conducting transactions with existing customers. CSRs have a
boundary spanning role, which requires speedy operations but also good skills in relating to
customers. Slow transactions and charmless service will lead to customer dissatisfaction.
2. DURATION AND REASON OF VISIT
- CARs encounter customers/prospects needing information and assistance on a service that
they may be poorly informed about. Some may need help defining what their needs really are
and in evaluating alternative solutions. A customer visit with a CAR may last 10–20 minutes
as alternatives are explored, the customer supplies personal data, and forms are completed.
- Generally, customers visiting a CSR know what they want and present a transaction for
execution .The proportion needing information or assistance is small compared with CARs.
An express transaction may take 30 seconds; a full-service window transaction will tend to
take less than five minutes in most instances.
- Customers may deal with a CSR on a regular basis for years; with CARs, the customer may
pay several visits in a short period of time to arrange a particular service, but may not need to
visit the platform staff again for a year or more thereafter.
3. INTERACTION WITH CUSTOMERS
-CARs, seated at a desk with a customer also seated, have time to probe for customer needs
and to engage in proactive selling.
-For security reasons, CSRs are separated from the customers by a counter. Because speedy
transactions are necessary to keep the line moving, they do not have time to spend time on
probing or selling unless there is nobody else in line. Their only direct selling is products like
traveler’s checks; all other selling through referral to CARs.
-CARs can expect to get a lot of prospects from response advertising, direct mail, and
referrals by other customers, bank officers, CSRs, etc. Hence, the prospect may already be in
a buying or information-seeking mode. CSR customers by contrast will tend be in a
transaction mode.