Customer Experience

Branch Service Ladder

Proposed changes 2022
BRANCH SERVICE LADDER | REVAMP AGENDA

1. Inclusion of Customer Feedback | Customer-Centric Approach

2. Grid Base Scoring | Emphasis on Problematic Branches

3. Addition of Critical Service Indicators | Creating Visibility & Ownership

4. Weightage & Methodology Alignment | Focusing on Weak Service Areas

5. Overall Benchmarking of Indicators | Achieving Service Excellence

CUSTOMER ONBOARDING EXPERIENCE
EXISTING PROCESS REVISION
20 POINTS 20 POINTS

 This indicator was purely based on the system report for all  Branches having =>70% within TAT account processing will
the accounts opened by branches via BPM only get points (15 – Points)

 Currently, there are two indicators 1) Within TAT Account  Branches having =>50% Error Free account ratio will only
Opening 2) Account Error Free Ratio get points (5 – Points)

Total Achieved Score – 15 Total Achieved Score – 11

LOOK & FEEL
EXISTING PROCESS REVISION
15 POINTS 20 POINTS

 This indicator was purely based on the actual visit report  Branches having =>85% scores in visit report will only get
the points in this indicator

 The Branch Visit check list is revised, where critical service

areas are identified under each header

 In-case any of the critical area is identified as poor the

entire section will get zero points

Overall Branch Visit Score : 13 Overall Branch Visit Score – 14

PRODUCT KNOWLEDGE
EXISTING PROCESS REVISION
15 POINTS 15 POINTS

 2 Product Knowledge Calls are being made to each branch
covering both Business & Ops .
 In Each call the staff is being assessed on 5 questions
 The questions includes, CF / Digital & Liability products &
processes
 The number of questions are reduced from 5 to 3.
Considering the branch expansion and due to limited
resources
 Top / popular products will be jointly identified with the
relevant product teams (CF, Digital & Liability ) for the
assessment

 Product of the months / campaigns will be taken into the

consideration before prepare the PK Quiz each month

 The 3 questions will cover;

 Top Product / Product of the month
 Digital / Consumer products
 Regularity products & their processes

Achieved Score – 14 Achieved Score – 14

CALL RESPONSIVENESS
EXISTING PROCESS REVISION
15 POINTS 10 POINTS

 During the Product Knowledge Call the 6 call handing &
responsiveness attributes are gauged for each branch
 Average call duration is between 8-9 minutes
 With the existing experience and analysis almost 48% of the
time branches take more than 5 minutes to respond to
questions
 Considering the reduction in number of PK questions to 3
we are also recommending to limit the call duration to 5
Minutes

Total Achieved Score – 13 Total Achieved Score – 9

Current Proposed
Attribute
Weightage Weightage
1.Call Picked-up on First Attempt 10% 10%
2.ROBO Call Attended (in any of the 3 attempts) 10% 10%
3.Call Pickup Timeliness 20% 15%
4.Opening Greeting 20% 15%
5. Closing Greeting 20% 15%
6. Call Hold Etiquettes 20% 15%
7. Call Handling Time – New - 20%
Total 100% 100%
ATM EXPERIENCE
EXISTING PROCESS REVISION
10 POINTS 10 POINTS

 Few of the ATMs are considered for the adjustment in the  ATM scores in BSL will be grid-based, where branches
Uptime based on the location & unavoidable circumstances achieving less than 95% of uptime during the month will
(Remote Locations / 9 – 5 functional ATMs (generator)) get 0 marks i.e. Any ATM which is overall down => 37
Hours
 ATM Uptime is based on the following downtime factors;
a) Power Outages  Out of cash instances have been added as a new sub
b) Communication Downtime indicator
c) Out of Cash
d) Functional Error
e) Excessive Supervisory Time
 All ATMs (branches) having 3 or more out of cash instances
will get 0 points (Exception will be considered based on the
SLA with Branch Ops)

Achieved Score – 10 Total Achieved Score – 8

SERVICE REQUEST
NEW INDICATOR NEW INDICATOR
0 POINTS 15 POINTS

 The scores will be based on the grid, whereby any branch

scoring lower than 85% with in TAT will get 0 points

NA Total Achieved Score – 14

CASH COUNTER EXPERIENCE (EQMS T RAN. PROCESSING)

EXISTING PROCESS REVISION

10 POINTS 10 POINTS

 In the existing practice, the cash counter score is based on
the customer feedback in the VoC survey with the following
set of questions
a) Is the wait time to get to the cash counter reasonable?
b) How would you rate the services provided at the
counter?
 Existing Practice will continue;
 Post deployment of EQMS in 190+ branches the cash
counter experience of EQMS enabled branches will be
monitored accordingly – from system generated reports
a) For EQMS, we will only consider branches with the
uptime of 15+ W Days in a month with complete
transactions

c) How would you rate the courtesy level of the Cash EQMS Monitoring Criteria
% of transactions processed
Counter staff
through EQMS
% of transaction within
standard TAT
EQMS uptime
Weightage Standard
80% of the transactions at a branch should
30
be processed through EQMS.
Total Transaction time from issuance of
ticket to transaction completion is 14 mins
50 (aligned with industry):
 Standard Wait Time is 10 mins
 Standard Transaction time is 4 mins
No. of days EQMS was working in a month /
20
total no. of days in a month

Total Achieved Score – 10 Total Achieved Score – 6

VALID COMPLAINTS
EXISTING PROCESS REVISION
-1 PER COMPLAINT -1 TO -5 PER COMPLAINT

 All the complaints, post investigation identified as Branch  The complaint identification and valid marking process
at fault are considered as valid complaints will remain the same

 These complaints, regardless of type are given -1 in  The negative marking will be based on the type of
overall BSL scores (negative marking) complaint / grievance identified post investigation

Complaint Trend Negative Score

Staff Misbehavior -5
Mis-commitment -5
Services Not Available -4
Payoff Disputes -4
Incorrect Charges Levied -4
Deposit Amount Not Credited -3
Clearing Issues -3
Account Restraint Removal Related Issue -3
Others -1
VOICE OF CUSTOMER (INCL. ROBO CALLS)
EXISTING PROCESS REVISION
15 POINTS -1 TO -3 ON NEGATIVE FEEDBACK

 2 Customer per branch are contacted for their feedback on
the services (approx.. 5 calls for large & flagship branches)
 This includes on Legacy and one New-to-bank (NTB)
customers of each branch
 RFM model (Recently visited, more frequent and high
monetary value) will be considered while selecting the
customers for surveys.
 Negative Marking from the overall Scores achieved in BSL

a) Legacy = Banking Relationship between 12-16 months
b) NTB = Banking Relationship between 0 -3 months
 There will be no consideration for contest by branches on
the customer feedback
 ROBO Calls (Account Opening, Cash Counter & Look & Feel)
will be added in the existing VOC Calls

Deduction Grid
No Negative Feedback No Deduction
1 Negative Feedback Minus 1
2 Negative Feedbacks Minus 2
3+ Negative Feedbacks Minus 3
VIDEO MYSTERY SHOPPING
NEW INDICATOR REVISION
0 POINTS -1 TO -3

 VMS has been added with the negative impact on the

overall BSL score

 The Negative marking will continue for 3 months

 If the issues reported in VMS are not reported as resolved

in the FE / or branch / GSD confirmation CE will continue to
get the deduction till the time all the issues are fixed

VMS Scores Deduction

=>70% No Deduction
=>60% - <70% -1
=>50% - <60% -2
<50% -3
BRANCH SERVICE LADDER – 2021 VS 2020
North Central - I Central - II South
Key Service Indicators Wt. Benchmark 2021 2020
2021 2020 2021 2020 2021 2020 2021 2020

BSL Score 100 90% 84% 77% 85% 77% 85% 78% 84% 79% 81% 73%

Acc. Opening Within TAT 10 85% 66% 36% 73% 41% 67% 39% 57% 35% 65% 33%

Acc. Error Free Ratio 10 85% 70% 56% 72% 57% 71% 57% 73% 63% 65% 52%

Product Knowledge 15 85% 82% 77% 81% 76% 86% 81% 84% 80% 76% 71%

Look & Feel Experience 15 90% 88% 86% 86% 84% 88% 85% 89% 83% 88% 88%

ATM Uptime 10 98% 97% 96% 98% 97% 97% 97% 97% 95% 97% 95%

Cash Counter Experience 10 90% 95% 98% 95% 97% 94% 98% 98% 98% 93% 98%

Call Responsiveness 15 90% 85% 80% 85% 81% 86% 82% 86% 83% 82% 76%

Voice of Customer 15 95% 94% 86% 95% 90% 92% 87% 95% 92% 94% 88%
INDICATIVE COMPARISON OF EXISTING & PROPOSED CHANGES
BASED ON MAY – 2022 DATA
BSL PROPOSED | 2022
Existing Proposed
S.No Indicators
Weightage Weightage
1 Customer Onboarding Experience (Account Opening Timeliness & Error Free Ratio) 20% 20%
2 Look & Feel 15% 20%
3 Product Knowledge 15% 15%
4 Call Responsiveness 15% 10%
5 ATM Experience (Uptime & Out of Cash Instances) 10% 10%
6 Service Request (Processing Timeliness) - 15%
7 Cash Counter Experience (Tran. Processing Timeliness) 10% 10%
8 Voice of Customer 15% -

Total Score 100% 100%

Score Achieved 89% 79%

Negative KSIs
1 Valid Complaints -1 -1 to -5
2 Voice of Customer (Incl. ROBO Calls) - -1 to -3
3 Video Mystery Shopping - -1 to -3
Total Negative Score <-1% -2%

Overall Score 88% 77%

BSL PROPOSED | 2022 (ENTIRE BRANCH NETWORK)
Existing Proposed
Indicators
Grid # Branches Ratio Grid # Branches Ratio

1 Hall of Fame => 90% 277 46% => 95% 33 6%

2 Excellent 85% - 90% 155 26% 90% - 95% 88 15%

3 Good 75% - 85% 127 21% 80% - 90% 144 24%

4 Average 70% - 75% 23 4% 70% - 80% 137 23%

5 Poor 60% - 70% 14 2% 60% - 70% 122 20%

6 Hall of Shame < 60% 3 1% < 60% 75 13%

Total 599 Branches

BSL PROPOSED | 2022 (FLAGSHIP & LARGE BRANCHES)
Existing Proposed
Indicators
Grid # Branches Ratio Grid # Branches Ratio

1 Hall of Fame => 90% 25 33% => 95% 0 0%

2 Excellent 85% - 90% 28 37% 90% - 95% 3 4%

3 Good 75% - 85% 15 20% 80% - 90% 17 23%

4 Average 70% - 75% 4 5% 70% - 80% 19 25%

5 Poor 60% - 70% 3 4% 60% - 70% 26 35%

6 Hall of Shame < 60% 0 0% < 60% 10 13%

Total 75 Branches
 Excellent

Excellent
Prev. HoF
Excellent

Average
Average

Shame
Hall of

Hall of
Shame
Hall of

Hall of

Good
Fame

Prev.
Fame

Good

Poor
Poor
32 1
12% 1%
77 7
EXISTING BSL 277 28% EXISTING BSL 155 5%
HALL OF FAME 85 EXCELLENT 39
25%
BRANCHES IN 31% BRANCHES IN
57 50
REVISED GRID REVISED GRID 32%
21%
20 42
7% 27%
HALL OF FAME

6 16

EXCELLENT
10%
2%
155
277
-67
-244 Prv. Vs Revised Difference
Prv. Vs Revised Difference -43%
-88%
88
33

REVISED BSL 33 REVISED BSL 88

HALL OF FAME EXCELLENT 4%
BRANCHES FROM BRANCHES FROM 4
PREVIOUS GRID PREVIOUS GRID 8%
3% 7
1 88%
97% 77
32

Excellent

Excellent
Revised.
Average

Shame
Excellent

Hall of

Hall of
Revised.
Average

Fame

Good

Poor
Shame
Hall of

Hall of
Fame

Good

Poor

HoF
 Excellent
Excellent

Average
Average
Average

Shame
Hall of

Hall of
Shame
Hall of

Hall of

Fame

Good

Prev.
Good
Fame

Good

Poor
Prev.
Poor
4
EXISTING BSL 127 3% EXISTING BSL 23
18 1
GOOD AVERAGE 4%
14%
BRANCHES IN 27 BRANCHES IN 2
REVISED GRID 21% REVISED GRID 10%
46 10
36% 43%
32 10
26% 43%

AVERAGE
127 23
GOOD

17 114
Prv. Vs Revised Difference Prv. Vs Revised Difference
13% 496%
144 137

1% 1%
1 1
REVISED BSL 144 1% REVISED BSL 137 1%
1 2
GOOD AVERAGE 20%
13%
BRANCHES FROM 18 BRANCHES FROM 27
PREVIOUS GRID 27% PREVIOUS GRID 36%
39 50
59% 42%
85 57

Hall of Shame
Hall of Shame

Hall of Fame
Hall of Fame

Excellent

Revised.
Excellent

Average
Average
Revised.
Average

Good
Good
Good

Poor
Poor
 Excellent

Average
Excellent

Shame
Average

Hall of

Hall of
Fame

Good
Shame

Prev.
Hall of

Hall of

Poor

HoS
Good
Fame

Prev.
Poor
Poor
EXISTING BSL 14 EXISTING BSL 3
1
POOR 7%
HALL OF SHAME
BRANCHES IN 1 BRANCHES IN
REVISED GRID 7% REVISED GRID
4
29%

HALL OF SHAME
3
8
100%
57%
3
14
POOR

72
108
Prv. Vs Revised Difference Prv. Vs Revised Difference
771% 2400%
122
75
4%
0
3
3%
11%
4
8
REVISED BSL 122 8% REVISED BSL 75 13%
10
POOR 38%
HALL OF SHAME 10
BRANCHES FROM BRANCHES FROM 43%
46
32
PREVIOUS GRID 34% PREVIOUS GRID 21%
42
16
16%
8%
20
6
Hall of Shame
Hall of Fame

Hall of Fame
Excellent

Revised.
Average

Excellent

Revised.
Average
Good

Shame
Hall of
Poor
Poor

Good

Poor

HoS
BSL GRID REVISION | 2022
Area
Existing Grid Proposed Grid
Grid Jan 2020 May 2022 Grid # Branches

1 Hall of Fame => 90% 2, <1% 277, 46% => 95% (+5%) 33, 6%

2 Excellent 85% - 90% 23, 5% 155, 26% 90% - 95% (+5%) 88, 15%

3 Good 75% - 85% 105, 22% 127, 21% 80% - 90% (+5%) 144, 24%

4 Average 70% - 75% 107, 22% 23, 4% 70% - 80% (+5%) 137, 23%

5 Poor 60% - 70% 130, 27% 14, 2% 60% - 70% (No Change) 122, 20%

6 Hall of Shame < 60% 119, 24% 3, 1% < 60% (No Change) 75, 13%
THANK YOU