Towards Improving Banking Services Quality - 12 - Value-added Activities

Towards Improving Banking Services Quality 12. Value-added Activities   Introduction In Lean management, identifying and focusing on value-added activities is fundamental to creating operational efficiency and enhancing customer satisfaction. In the context of banking, these activities directly contribute to fulfilling customer needs while minimizing waste. By streamlining processes and ensuring that resources are used effectively, banks can provide exceptional service, build customer trust, and achieve competitive advantage. This chapter delves into the criteria for identifying value-added activities and provides real-world examples relevant to the banking.   Criteria for Value-Added Activities For an activity to qualify as value-added, it must meet the following three criteria:   1.       Customer Willingness to Pay: The customer perceives the work as beneficial and is willing to pay for it. The work that the customer is willing to pay.   2.       Physical or Informational Transformation: The work involves a tangible or informational change to a product, service, document, or process. The work that physically transforms the product, service, document or information.   3.       Right the First Time: The work is performed correctly without requiring rework or correction. The work that is done right the first time.   Examples of Value-Added Activities in Banks   Examples of a few value-added activities in banks are:   1.       Efficient Payment Processes:   ·       Quick (speedy) and hassle-free processing of payments and transfers, including NEFT, RTGS, UPI, and international transfers.   2.       Seamless Deposit Services:   ·       Instant credit of deposits, including online and branch-based transactions, to customer accounts.   3.       Personalized Digital Banking:   ·       Use of mobile apps or online banking platforms to provide personalized recommendations, alerts, and reminders tailored to customer behaviour.   4.       Real-Time Information Sharing:   ·       Providing timely updates such as account statements, transaction alerts, loan repayment schedules, and interest certificates, Form 16A etc via SMS, email, or online portals.   5.       Effective Customer Communication:   ·       Proactive communication regarding new services, upcoming deadlines, or promotional offers relevant to customer needs.   6.       Streamlined Loan Application Processes:   ·       Faster loan approvals using AI-driven credit evaluations and minimal paperwork requirements.   7.       Convenient Self-Service Options:   ·       Properly functioning ATMs, cash deposit machines, passbook printing kiosks, and interactive customer support chatbots.   8.       Speedy Grievance Redressal:   ·       Quick resolution of complaints using dedicated helplines, email escalation, or in-app ticketing systems.   9.       Advanced Technology Integration:   ·       Adoption of biometric authentication for secure access, facial recognition for identity verification, or blockchain for transaction transparency.   10.   Efficient Onboarding:   ·       Instant online account opening with eKYC integration, allowing customers to complete the process without visiting a branch.   11.   Optimized Queue Management:   ·       Implementation of token systems or mobile appointment booking to reduce wait times in branches.   12.   Enhanced Financial Guidance:   ·       Providing expert investment advice through virtual financial advisors or dedicated relationship managers.   13.   Streamlined Foreign Exchange Services:   ·       Real-time forex rate updates and instant currency exchange at branch or online platforms.   14.   Speedy reply to Customer’s Queries and completion of work:   ·       Speedy reply to customer’s queries.   ·       Speedy completion of banking work when a customer visits a bank branch.   Conclusion Value-added activities in banks are the cornerstone of efficient and customer-centric banking operations. By identifying and focusing on these activities, banks can significantly enhance customer satisfaction, reduce operational inefficiencies, and differentiate themselves in a competitive landscape. Understanding the criteria for value-added activities allows banks to align their services with customer expectations while staying true to Lean management principles. In an era where customer loyalty is increasingly determined by service quality and speed, excelling in value-added activities is a strategic necessity for sustained success. I welcome your comments, questions and suggestions.Warm regards,Keshav Ram Singhal Next - Non-value-added Activities