SBI Sms unhappy case study
SBI CASE STUDY: “SMS Unhappy”
Markets are ever evolving and keep getting competitive day by day, and the BFSI sector is no exception. With SBI being the current market leader, the challenges are more profound for them to retain their foothold. The entry of private players like ICICI, HDFC, and UTI added to the existing challenges faced by SBI. Private players have increased competition by offering attractive schemes and convenience, in sync with customers’ demand. With a boom in the IT and Telecom industry , using the messaging service as a means of communication would be highly cost effective and have a massive reach . Hence it is highly imperative to align with the market trend and meet customer expectations, in order to consolidate market share as well as expand customer base.
SBI, being an extremely large organisation, undertook massive re organisation efforts to revamp the organisational structure. Through its various internal campaigns like behavioural training for employees, inside out feedback etc SBI has strived to be on par with its competitors. By investing in IT infrastructure, improving infrastructure facilities and diversifying into potential markets like mutual funds, international banking, and non-banking services and so on, SBI has kept pace with the market developments. SBI today stands as market leader in terms of market capitalization and market share.
A customer’s prime requirement would be to get a quick and easy solution for their problems and have a hassle free banking services. The prime concern for huge public sector banks, including SBI, is to cater to this highly demanding need of customers. SBI‘s low cost initiative, SMS Unhappy, was launched to meet the
The project, piloted in Hyderabad, was a fully automated one and was a departure from call centre based tradition. By employing experienced banking professionals, modern telecommunication systems, and having put in place a systematic process flow, SBI
succeeded
Markets are ever evolving and keep getting competitive day by day, and the BFSI sector is no exception. With SBI being the current market leader, the challenges are more profound for them to retain their foothold. The entry of private players like ICICI, HDFC, and UTI added to the existing challenges faced by SBI. Private players have increased competition by offering attractive schemes and convenience, in sync with customers’ demand. With a boom in the IT and Telecom industry , using the messaging service as a means of communication would be highly cost effective and have a massive reach . Hence it is highly imperative to align with the market trend and meet customer expectations, in order to consolidate market share as well as expand customer base.
SBI, being an extremely large organisation, undertook massive re organisation efforts to revamp the organisational structure. Through its various internal campaigns like behavioural training for employees, inside out feedback etc SBI has strived to be on par with its competitors. By investing in IT infrastructure, improving infrastructure facilities and diversifying into potential markets like mutual funds, international banking, and non-banking services and so on, SBI has kept pace with the market developments. SBI today stands as market leader in terms of market capitalization and market share.
A customer’s prime requirement would be to get a quick and easy solution for their problems and have a hassle free banking services. The prime concern for huge public sector banks, including SBI, is to cater to this highly demanding need of customers. SBI‘s low cost initiative, SMS Unhappy, was launched to meet the
The project, piloted in Hyderabad, was a fully automated one and was a departure from call centre based tradition. By employing experienced banking professionals, modern telecommunication systems, and having put in place a systematic process flow, SBI
succeeded