Service Marketing Strategy and Implementation of a Bank

Omar Farukh 1825261060

Nazmus Sakib Siam 1835039660
Hasan Md Rifat 1835342660
Samia Nasrin 1915036060
Sumiya Hossain 1915038660
Antonu Roy 1835425060 MKT627 | Section 1
Vision
• become the most valuable brand in the financial services in
Bangladesh
• create long lasting value for our stakeholders
• deliver sustainable growth
Mission
• deliver service excellence
• constantly challenge our systems, procedures
• create a team based culture
The Bank
• Follows centralized banking
• 88 branches
• Retail & SME Banking
 Managing Director
and CEO

AMD COMPANY MD’S

SECRETARY SECRETARIATE

SPECIAL
DMD LEGAL &
DMD DMD HRD FINANCE AUDIT IT ADMIN ASSET
COMPLIANCE
MANAGEMENT

Retail & SME

OPERATIONS CORPORATE
BANKING

SERVICE INVESTMENT
CARDS
DELIVERY BANKING

TRADE
TREASURY
SERVICE

Account Service CRM

Cards Operations CREDIT ADMIN

TREASURY
BACK
OFFICE
Branch Manager

Branch Sales & Branch Operations Priority Banking Student Banking

Services Manager Manager Manager Manager

Relationship Customer Service Relationship Relationship

Managers Manager Managers Managers

Customer Service
Officers
 Industry

01 02 03 04
6 state owned
commercial banks,
3 specialized banks,
Facilitation of Private Commercial
Emergence of 33 conventional
international trade Banks striving for
private commercial Private Commercial
and credit service
banks Bank, 8 Islami
transactions differentiation
Shariah-based
conventional
Private Commercial
Bank, 9 Foreign
commercial banks
Service Blueprint
Physical Evidence
 Future Service

Augmented Reality

Contents Title

Mobile Wallet
• Real Life Case 1: Mobile Banking PIN

• Real Life Case 2: Delivery of security

instruments
Service
Issues Heterogeneity; different
RMs/customers

Ensuring service excellence

maintaining proper operations
(paperwork conforming to
compliance of Bangladesh
Bank)

Pillow Passing

Queue

Huge customer pressure

with multiple service
requests
 Management control of Service Operation

• Service & Business Quality

• Service Level Agreement
• Contact Center
• Branch Managers, followed up by SBQ
• Email address mentioned on brochures/other
promotions
• Complain cell tab in website
• Mobile application
• Mystery Shopping (A/C opening to A/C closing
module)
• E-Learning
 Implement Self
Service Technology:
PIN generation
through Voice
protocol via Contact
Center
01
Mobile Banking
Service 02
PIN reset

Marketing Artificial
Intelligence 03
Strategy Automate Document
Tracker system
04

Incorporate
Inquiry Module in 05
Mystery Shopping

06
Thank You