SUMMER INTERNSHIP REPORT

(2nd May, 2018 - 30 June, 2018)

SUMMER INTERN AT

REPORT SUBMITTED BY:

PRAJWAL SHETTY
PGDM 2017-2019
ROLL NO -66
MET INSTITUTE OF COMPUTER SCIENCE, MUMBAI

UNDER THE GUIDANCE OF:

Ms. SHRUTI KHANNA
BRANCH HEAD
AXIS BANK
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 ACKNOWLEDGEMENT
I wish to express my gratitude to AXIS BANK for giving me an
opportunity to be a part of their esteemed organization and enhance my
knowledge by granting permission to do summer training under their
guidance.
I am deeply indebted to my guide, Mrs Shruti Khanna Branch Head,
Axis Bank, Kandivali(East) Branch for her valuable and enlightened
guidance. She provided me with an opportunity to learn in the bank and
spared his valuable time to help me.
My special thanks to Mrs. Suhas Punj Operations Head, Axis Bank for
providing great support and help whenever required.
A special thanks to my faculty guide, Mr V.V. Naik for being the chief
facilitator of this project, and to help me enhance my knowledge in the
field of banking sector.
This project has been possible due to the support of several people
including the other managers, other officers & the office boys in the
branch. I would like to thank them all.

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 DECLARATION
I, Prajwal Shetty, a student of PGDM (E-Business), hereby declare that
I have completed the Internship project on “BRANCH BANKING” at
Axis Bank. The information submitted is true and original to the best of
my knowledge. I have completed this internship in the academic year
2017 – 2019, as a part of my curriculum. The content of this project
reflects the work done by me during the academic period of the Post
Graduate Diploma in Management of MET, Mumbai. I further declare
that I or any other person has not previously submitted this internship
report to any other Institute or University for any other Degree or Diploma
certification.

Signature of the Student

PRAJWAL SHETTY

(ROLL NO 66, FINANCE-2017-19)

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 INDEX
S No. Topic Page No

1. Executive summary

2. Axis bank profile

3. Branch structure of Kandivali branch

4. Technologies used in the branch

5. Products offered

6. Branch Working

7. Alternatives to Branch banking

8 Banking customer retention strategies

9. Recommendations

10. Conclusion

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 EXECUTIVE SUMMARY
Banking system plays a very significant role in the economy of the nation.
It is central to nation’s economy as it caters to the need of credit of all the
section of the society. A banking institution is indispensable in a modern
society. Thus, economic development of a country depends upon success
of banking industry and success of banking Industry is determined to a
large extent by understanding and satisfying its customer’s needs.
The Indian banking industry has come a long way from being a sleepy
business institution to a highly proactive and dynamic entity. Banks play
a dominant and useful role in promoting economic development by
mobilizing the financial resources of the community and by making them
flow into desired channels. The liberalization and economic reforms have
largely brought about this transformation. The entry of private banks has
revamped the services and product portfolio of nationalized banks. With
efficiency being the major focus, the private banks are leveraging on their
strengths. To compete with the private banks, the public sector banks are
now going in for major image changes and customer friendly schemes.
This project titled “BRANCH BANKING”, gives a back ground on how
the operations in a branch is carried out, the various departments & their
working. Details about software which are used by the branch for making
entries or transaction. Details about the alternative mode of branch
banking. The products that are offered by the bank are studied in this
project.

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 OBJECTIVE OF THE REPORT:
 The objective of this report is to understand the branch operations
and suggest ways to enhance customer satisfaction with the bank.
 To understand various products offered and software’s used by the
bank.
 To study the working of a branch, different people and their
respective roles and duties and how it can be improved.
 To suggest ways to decrease the costs incurred by the branch/bank
and thereby increase the profitability.
 To determine ways in which branch can perform better by finding
faults, bottlenecks and giving solutions thereupon.

METHODOLOGY USED:
To have complete understanding of the branch operations and products
offered, the following sources are being used:

 Discussions with the project guide and staff members.

 Website and Annual report of Axis Bank
 Research papers and documents prepared by the bank and its related
officials.

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HIERARCHY OF INDIAN BANKING SECTOR

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 STRUCTURE OF INDIAN BANKING SYSTEM
Reserve Bank of India (RBI)

Reserve Bank of India is the Central Bank of our country. It was established on 1 st April 1935
accordance with the provisions of the Reserve Bank of India Act, 1934. It holds the apex position
in the banking structure. RBI performs various developmental and promotional functions.

It has given wide powers to supervise and control the banking structure. It occupies the pivotal
position in the monetary and banking structure of the country.

Scheduled and Non-Scheduled Banks

The scheduled banks are those which are enshrined in the second schedule of the RBI Act, 1934.
These banks have a paid-up capital and reserves of an aggregate value of not less than Rs. 5 lakhs,
they have to satisfy the RBI that their affairs are carried out in the interest of their depositors.

All commercial banks (Indian and foreign), regional rural banks, and state cooperative banks are
scheduled banks. Non- scheduled banks are those which are not included in the second schedule
of the RBI Act, 1934

Commercial Banks
Commercial bank is an institution that accepts deposit, makes business loans and offer related
services to various like accepting deposits and lending loans and advances to general customers
and business man.

These institutions run to make profit. They cater to the financial requirements of industries and
various sectors like agriculture, rural development, etc. it is a profit making institution owned by
government or private of both. Commercial bank includes public sector, private sector, foreign
banks and regional rural banks.

Co-operative Banks
Co-operative bank was set up by passing a co-operative act in 1904. They are organized and
managed on the principal of co-operation and mutual help. The main objective of co-operative
bank is to provide rural credit. The cooperative banks in India play an important role even today
in rural co-operative financing.

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 AXIS BANK COMPANY PROFILE
Axis Bank is the third largest private sector bank in India. The Bank offers the entire spectrum of
financial services to customer segments covering Large and Mid-Corporates, MSME, Agriculture
and Retail Businesses.
The Bank has a large footprint of 3703 branches (including extension counters) and 13,374 ATMs
spread across the country as on 31st March 2018. The overseas operations of the Bank are spread
over nine international offices with branches at Singapore, Hong Kong, Dubai (at the DIFC),
Colombo and Shanghai; representative offices at Dhaka, Dubai, Abu Dhabi and an overseas
subsidiary at London, UK. The international offices focus on corporate lending, trade finance,
syndication, investment banking and liability businesses.

Axis Bank is one of the first new generation private sector banks to have begun operations in 1994.
The Bank was promoted in 1993, jointly by Specified Undertaking of Unit Trust of India (SUUTI)
(then known as Unit Trust of India), Life Insurance Corporation of India (LIC), General Insurance
Corporation of India (GIC), National Insurance Company Ltd., The New India Assurance
Company Ltd., The Oriental Insurance Company Ltd. and United India Insurance Company Ltd.
The shareholding of Unit Trust of India was subsequently transferred to SUUTI, an entity
established in 2003.

With a balance sheet size of Rs 6,91,330 crores as on 31st March 2018, Axis Bank has achieved
consistent growth and stable asset quality with a 5 year CAGR (2012-13 to 2017-19) of 17% in
Total Assets, 14% in Total Deposits, 19% in Total Advances and 19% in Net Profit.

CAPITAL STRUCTURE
The Bank has authorized share capital of Rs. 850 crores comprising 4,250,000,000 equity shares
of Rs.2/- each.As on 31st March 2018, the Bank has issued, subscribed and paid-up equity capital
of Rs. 476.67 crores, constituting 2,38,28,31,826 equity shares of Rs.2/- each. The Bank’s shares
are listed on the National Stock Exchange of India Limited and the BSE Limited. The GDRs issued
by the Bank are listed on the London Stock Exchange (LSE). The Bonds issued by the Bank under
the MTN programme are listed on the Singapore Stock Exchange.

DISTRIBUTION NETWORK
The overseas operations of the Bank are spread over its seven international offices with branches
at Singapore, Hong Kong, DIFC (Dubai International Financial Centre), Colombo and Shanghai
and representative offices at Dubai and Abu Dhabi. During the year, the Bank’s overseas
subsidiary namely Axis Bank UK Ltd. commenced banking operations.

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SHAREHOLDING PATTERN

VISION AND VALUES

To be the preferred financial solutions provider excelling in customer delivery through insight,
empowered employees and smart use of technology

CORE VALUES
 Customer Centricity
 Ethics
 Transparency
 Teamwork
 Ownership

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LINE OF BUSINESS

RETAIL
CORPORATE BANKING
SOCIAL BUSINESS
RESPONSIBILITY BANKING
(CSR)

HUMAN
RESOURCES CORPORATE
CREDIT
AXIS
BANK
FINANCIAL
INCLUSION TREASURY

AGRICULTURE INTERNATIONAL
INFORMATION BANKING
TECHNOLOGY

Treasury Operations
The Bank’s treasury operation services include investments in sovereign and corporate debt, equity
and mutual funds, trading operations, derivative trading and foreign exchange operations on the
account, and for customers and central funding.

Retail Banking
In the retail banking category, the bank offers services such as lending to individuals/small
businesses subject to the orientation, product and granularity criterion, along with liability
products, card services, Internet banking, automated teller machines (ATM) services, depository,
financial advisory services, and non-resident Indian (NRI) services.

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Business Banking
The Bank offers to corporate and other organizations services including corporate relationships
not included under retail banking, corporate advisory services, placements and syndication,
management of public issues, project appraisals, capital market related services and cash
management services.

International Banking
The international operations of the Bank have generally catered to Indian corporates who have
expanded their business overseas. The overseas network of the Bank currently spans the major
financial hubs in Asia.

The Bank now has a foreign network of four branches at Singapore, Hong Kong, DIFC-Dubai
and Colombo (Sri Lanka), and three representative offices at Shanghai, Dubai and Abu Dhabi,
besides strategic alliances with banks and exchange houses in the Gulf Co-operation Council
(GCC) countries.

Corporate Social Responsibility

Axis Bank has set up a Trust – the Axis Bank Foundation (ABF), which contributes up to 1 percent
of its net profit annually to various social initiatives undertaken by the foundation. During the year
2011-12, the foundation has partnered with 36 NGOs for educating over a lac underprivileged and
special kids in 13 states. The recycling initiative under the Green Banking banner has helped the
bank productively use around 21572 kilograms of dry waste during the year.

Financial Inclusion
The Bank regards financial inclusion not merely as a corporate social responsibility initiative but
as an integral component of its rural strategy. The financial inclusion initiatives of the Bank are
aimed at enabling customers in rural markets to use formal banking channels for their banking
needs such as savings, payments, credit and insurance.

Apart from savings, payments are the major requirement of such customers due to migration of
workforce. The Bank offers no-frills accounts, tailor-made fixed deposits and recurring deposit
products to meet the savings requirements of customers.

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AWARDS AND RECOGNITION IN LAST TWO YEARS
2018
 Axis Banks wins the Best Loyalty Program in Financial Sector-Banking at the Customer
Loyalty Awards 2018
 Axis Bank wins the Champion of Champions –Loyalty Program of the year at the Customer
Loyalty Awards 2018
 Axis Bank wins the 'Best Rewards Program' for the 4rd consecutive year at the Loyalty
Awards 2017
 Axis Bank wins the Best Contact Centre at the Customer Experience Awards 2018
 Axis Bank wins Best Use of Analytics for Business at the IBA Banking Technology
Awards 2018
 Axis Bank has been awarded the CX Innovator Best Omnichannel Customer Success Story
at the 2018 Genesys Customer Innovation Awards

2017
 Axis Banks wins the 'Best Use of Mobile within a Loyalty Strategy' at the Loyalty
Awards 2017
 Axis Bank wins the 'Best Use of Partnership in a Loyalty Program' at the Loyalty Awards
2017
 Axis Bank wins the 'Best Rewards Program' for the 3rd consecutive year at the Loyalty
Awards 2017
 Axis Bank has been adjudged the Runner Up in the category of the Best Use of Digital
and Channels Technology amongst Large Banks by the IBA Banking Technology
Awards 2017
 Axis Bank wins the Most Innovative Risk Management Project, India at The Asset Triple
A Digital Awards 2017
 Axis Bank wins the Best Retail Online Banking Experience, India at The Asset Triple A
Digital Awards 2017

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 BRANCH STRUCTURE

BRANCH HEAD

BRANCH OPERATION BRANCH SALES

MANAGER MANAGER

CUSTOMER SERVICE
OFFICER SALES EXECUTIVES
(acquisition, account
(day to day transactions, opening)
customer query)

Division of the areas:

The bank is supposed to be properly functioned and monitored for which it is divided into various
areas and regions:

Branch head is responsible for the functioning of the bank

Cluster Head is responsible for Borivali

Circle Head is responsible for whole of Mumbai

Regional Head is responsible for Maharashtra & Goa

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 Regional
Head

Circle head

Cluster Head

Branch Head

MAJOR CUSTOMERS OF AXIS BANK AT KANDIVALI EAST

BRANCH

 RYAN INTERNATIONAL SCHOOL

 THAKUR INSTITUTE
 GROWELS
 MINDPOOL
 AURUS SHIPPING
 XT SHIPPING
 MMS
 VARION
 SVC

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 ROLES AND DUTIES OF THE BRANCH STAFF

BRANCH HEAD
Major Roles

Branch Head must lead a result oriented team and should be responsible for managing the
Customer Relationship Management, Branch Profitability and ensuring high quality service. He
must ensure that the overall Branch Targets are achieved by generating cross sales and business.

She would require supervising key Customer Relationships & HNW customer programs. Prepare
periodic reports of progress vs. objectives achieved & ensure clarity of Business objectives to the
staff employees. Able to handle Complaints gracefully, Review Branch Operations reports, Co-
ordination with Marketing Departments & Branch Merchandising at product level, Ensure
compliance with Banking rules, Regulations & Procedures, Lobby Management

Supervisory Roles
A bank manager is a supervisory position. Each day, it's your job to ensure the efficient operation
of your branch in all areas, from operations to product sales to customer service. Often, branch
managers find themselves delegating tasks to operations officers and bank personnel. Each bank
has an overall strategic plan, and it's your daily job to make sure that your branch operates within
that plan, and adheres to your bank's mandated policies and procedures. You'll be overseeing the
day-to-day work of personnel -- including the assistant branch manager, customer-service
specialists and representatives and receptionists -- and facilitating communication between
departments and providing regular reports to your higher-ups

Training and Machine Maintenance

The branch manager has many tasks that he or she is responsible for during the course of a day.
They are responsible, of course, for all the other employees within that branch. This includes not
just hiring new tellers and product specialists and lending officers, but also making sure they are
adequately trained and prepared to deliver superior service once hired. This would include both
initial hiring training as well as periodic training on new products or offerings rolled out by the
bank across all regions.

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Liaison/Reporting
The branch manager is responsible for passing on information from higher-ups to personnel within
the branch, but is also responsible for anything reported upwards to other parts of the bank. This
would include deposit information, sales and lending goals, service scoring and feedback, errors
and discrepancies in deposit or account reconciliations, and success in marketing or selling various
products.

For all of these various metrics, the branch manager is graded and evaluated to determine the
effectiveness of the branch. They provide a window to evaluate just how smoothly the branch
operates underneath his or her management

Ratings to the staff for year end, promotions and transfers are handled by her

Other Functions
 Promoting and marketing the branch and its products
 Meeting with customers and resolving any problems or complaints
 Ensuring there’s a high level of customer service

OPERATION MECHANISM

Branch Head

BRANCH OPERATION HEAD

CUSTOMER SERVICE OFFICERS(CSO)

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OPERATION HEAD
Role:
 Train all service managers for everyday maintenance operations for various assign tasks
and recommend improvements to increase efficiency and meet all financial objectives.
 Monitor all development activities and ensure optimal candidates for various branch
operations and ensure optimal standard of all services to ensure quality improvements and
ensure issuance of all technical quotations to customers.
 Develop and maintain professional relationships with all customers and prepare required
presentation and recommend various strategies to reduce processing costs for organization
and ensure authenticity of all information.
 Monitor all returned equipment from site and coordinate with asset allocation team to
gather all equipment requirements and participate in all process improvement activities
with help of required tools.
 Collaborate with sales team to prepare schedule of all operations and track progress and
assist all operations leader to resolve all issues and achieve all business objectives.
 Develop strategies and maintain effective customer services programs and achieve all
customer expectation.
 Prepare employee schedule and prepare all profit and loss statements and prepare monthly
reports on same.

CUSTOMER SERVICE OFFICERS (CSO)

Role:
The Customer Service officer is a first point of contact for customers.

The primary role of a Customer Service Officer within the team is to respond to a variety of
customer requests and inquiries via the telephone or in person over the counter.

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The range of inquiries and requests customer service officers may respond to include:

• Inquiries and requests on banking products and services such as savings, cheque, business and
loan accounts, telephone banking and internet services.

• Inquiries about superannuation products.

Responsibilities:
A customer service officer is responsible for the following duties:

• Receive and respond to customer service account inquiries on account balances, transaction
details, statements and fees and charges.

• Open new accounts/Closing accounts

• Alterations to existing savings and cheque accounts

• Inquiries for home, car and personal loans

• Inquiries on internet services

• Handling cash transactions and cash balancing

• Overseas transfers

• Set up periodical payment authorities on accounts

• Promote bank products and services

• Change statement of account cycles

• Identify customer needs

• Refer customers to appropriate banking services and representatives.

A Customer service officer must always perform their duties in line with the organisation’s policy
and procedures, service standards and code of practice. They should operate within their level of
authority and responsibilities.

A customer service officer has the authority to:

• Update personal details for personal and business customers such as address and name details

• Receive deposits and issuing funds upon request

• Open new savings and cheque accounts

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• Close savings and cheque accounts

• Issue cheque books

• Issue Travellers cheques

• Issue ATM cards

• Provide product brochures for customers

• Refer customers who request to open business accounts and business credit cards to Customer
Service Supervisor

• Refer customers who request loan, superannuation and insurance products to a financial adviser
or financial planner and one of the CSO is responsible for locker operations.

SALES TEAM

Branch Head

Business Sales Manager (BSM)

Sales Executives

Business Sales Manager (BSM)

Essentially, Business Sales Manager, as the title implies, is a results driven role. A Business Sales
Manager is responsible for understanding what is going on in their field of specialty, knowing the
people that matter and are usually given tasks such as negotiating sales or licensing arrangements,
finding business partners, raising funds for new projects, pitching business plans to investors,
sculpting the perceptions of a defined community and a range of other corporate issues.

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  Performs sales activities for most or all products available in diverse product lines and
multiple markets.

 Sells to a wide variety of customers in different industries or walks of life.

 Alters the sales message to highlight product benefits to different customers and
circumstances.

 Finds and adapts products or product features to suit unusual customer needs.

 Advises others on how to adjust communication style to suit customer communication

preferences.

 Supports and maintains many major accounts over long periods of time and diverse
circumstances

SALES EXECUTIVES
Sales executives promote products and services to customers and negotiate contracts with the aim
of maximizing sales profits. Salaries are often enhanced by a good benefits package including
commission-based earnings, bonuses.

Sales executives are the key point of contact between an organisation and its clients: answering
queries, offering advice and introducing new products. Promotional prospects are excellent -
progression can be into senior sales roles or into related employment areas such as marketing or
management

 Achieve the agreed individual sales targets ensure compliance with the bank’s policies and
procedures.
 To build and maintain effective business relationship with customers
 Promote bank retail products and services to potential customers by making proactive sales
efforts and capitalizing on cross selling opportunities in order to achieve the sales targets.
 To assist in conducting promotional activities, meetings and road shows in the assigned area
to achieve the budgeted sales volumes
 To ensure the submitted customer applications and documentations are complete and error
free
 To follow up for Document discrepancies which have been approved as Deferrals
 Minimize errors and act upon them for correction and re-submission if any.
 To provide Sales MIS to Team Leader on regular basis.
 To provide ongoing customer / market feedback to Team Leader to improve business

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PRIORITY DEPARTMENT
A relationship manager works to maintain relationships with priority clients. He is responsible to
supervise loan officers and other bank employees who communicate with clients, sell services and
provide other services to existing business accounts.

The relationship manager could be of 2 types, one who works in retail side of the business and
other in the wholesale side of the business. The role of a relationship manager in the retail business
would involve interacting with the retail customers and sell the financial products to them. The
relationship manager in the retail side would interact with the individual customers of the banks
and this role is considered to be less glamorous in the banking industry. Whereas the relationship
manager in the wholesale business would interact closely with the financial institution’s corporate
clients. They may be SME’s and large corporations. On the basis of the size of the company, the
relationship manager may try to sell more products and provide business advice that will benefit
the clients.

Some relationship managers are also responsible for developing and maintaining portfolios. The
job of the relationship manager is also responsible finding new business relationships and converts
them into new clients for the bank. So client interaction would be on main role of the relationship
manager.
A typical day of the relationship manager would involve speaking to customers for a large part of
the day is it either over phone or face to face. His role would involve discussing the financial needs
of the clients, negotiating financial products and capital needs of the clients and advising the
customers and providing information about the sector where the client is currently operating in.
So the relationship manager needs to be updated with the latest products so that he can give a
reliable advice.

Thus a role of a relationship manager is a complete profile which not only requires good knowledge
of finance and marketing but should also show confidence and trust in the presence of the customer

Axis Bank Kandivali East Branch has 2 Priority RM, 1 NRI RMs, 1 Burgundy
RM and 2 Business Transactions RM.
Priority & Burgundy RMs
They deal with HNI clients falling in income bracket of Rs.200000 (Priority) and Rs.1000000
(Burgundy). They provide Preferential Treatment, Lifestyle Privileges, Entertainment Benefits,
Access to Premium Meeting Rooms, Preferential Rates, Beyond Banking Services. They deal with
individual clients and not with corporates.

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Business Transaction RM
They deal with Forex and provide them the best solutions and aids them in making any changes if
required. Out of two business transaction RM, one is responsible for acquiring new clients that is
into import and export business and also provide bank guarantee and letter of credit to their clients.
Other RM is responsible for processing transactions of the client inward and outward remittances.

NRI RM
They deal with NRI clients and helps them out if there is any change in their residential status

OUTSOURCED STAFF
They do not help the branch to get business but they play an important role so that the branch
functions smoothly and effectively. In their absence a lot many processes can be delayed and
thereby affect the service and profitability.

Reception

One of the Customer Service Officer helps in verification, making calls of the returned
cheques, etc. The main duties are as follows:-
 Excel entries
 Credit card cheque payment excel entries

Office Boys & Housekeeping Staff

There are 4 office boys and 2 housekeeping staff.
 Visits to home
 Photocopy Xerox printing
 Tea
 Cleaning
 Repairing

Security Guard

There are one Security guard in the branch. Apart from doing their job, they assist
customers in directing them to ATM, Drop box, etc.

The clearing and reception person are outsourced from 7S agency

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 BANKING TERMINOLOGIES
CHEQUE

 Negotiable instrument is derived from promissory note ordering bank

 Cheque truncation is conversion of physical cheque into a substitute electronic form for
transmission to the paying bank.it eliminates cumbersome physical presentation of the
cheque and saves time and processing costs.

RTGS (REAL-TIME GROSS SETTLEMENT SYSTEMS)

 Takes more time than NEFT

 Transfer of money or securities takes place from one bank to another
 Real time – not subjected to waiting period
 Gross settlement – settled on one to one basis without bundling or netting with any other
transaction
 Approx. 4-5 hours
 For the amount more than Rs. 2 Lakhs
 Typically used for high value transactions that require immediate clearing

NEFT (NATIONAL ELECTRONIC FUND TRANSFER)

 takes less time as compared to RTGS

 approximately 1 hour
 For the amount less than Rs.2 Lakhs

DD (DEMAND DRAFT)

 Issued/done when payment is to be done outside metro cities

 Guaranteed/assured mode of receipt of money unlike cheque

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INWARD REMITTANCES
Through the wide correspondent banking network, funds can be transferred from any account
anywhere globally to the customers’ account. The fund transfer take place through a highly
secured and fast interbank remittance channel (Swift).

OUTWARD REMITTANCES
It provides customers with on the spot solutions for their outward remittance obligations subject
to ceilings as per FEMA. They can derive benefits from the wide correspondent bank network,
wherein funds transfer takes place in most efficient, economic and secured way to overseas
parties.

TRANSFER ENTRIES

 Axis to Axis Bank Cheques

 Happens on the same day by evening
 Some may happen immediately if urgent
 It is similar to outward clearing process but these entries are passed by FDOs and not by
the Clearing person
 They need to be verified by the FDO (other than the FDO who has posted the entry)

NRI (NON RESIDENT INDIAN)

An Indian Citizen who stays abroad for employment/carrying on business or vacation outside India
or stays abroad under circumstances indicating an intention for an uncertain duration of stay abroad
is a non-resident. (Persons posted in U.N. organisations and officials deputed abroad by
Central/State Governments and Public Sector undertakings on temporary assignments are also
treated as non-residents). Non-resident foreign citizens of Indian Origin are treated on par with
non-resident Indian citizens (NRIs) for the purpose of certain facilities.

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 BANKING TECHNOLOGIES
FINACLE
This software gives the core banking solutions. Its functions are divided as follows

 Fin MIS:- This software is used for getting bank statement of customers, transfer entries,
customer details, RTGS, NEFT, DD etc

 Fin Analysis :- This is used for generation of Report

 Fin Core :- This is used for upgrading passbook, checking account balance inquiry, interest
certificate

HRMS SITE

This software is useful for getting employee details such as their date of birth, address, phone
number, education, etc. Each and every employee has to daily log onto this site for marking their
attendance. They can get their salary information through this site.

BRANCH ANALYTICS

The data for the day to day transactions of each branch with respect to other branches, cash
transactions, number of accounts’ opened, cross selling, etc. is collected and various reports are
generated.

E-CRM
The backend team analyses the data of the customers and suggests what next product that can be
offered to the individual clients. Various leads are entered by employees on daily basis into this
software.

Each employee has approximately 250+ customers to handle and it is not possible to handle all of
them therefore, only top 100 customers are on the priority with whom the respective employee has
to maintain relations.

Therefore, the employee should be the point of contact for customers and suggest them the most
suitable product depending upon the customer’s portfolio.

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AXIS ONE VIEW
It is being followed by Axis Bank, it was started 2 years back. It is the centralised system wherein
one customer query can be processed/ viewed by any employee across Axis Bank and follow up
can be done. It is helps in providing enhanced customer service to the customer who may walk in
to any of the branches of Axis Bank

One of the important function of this system is processing customer request (CLH) Customer
Liability Hub i.e. all customer requests are entered and later processed through this software.

GBM (GLOBAL BUSINESS MODULE)

This module is for filing income tax returns in which we need to know the details whether it is a
company or no company, verify the details and fill the form number. Put in the details of what type
of tax and for what purpose.

Details of payment such as Income tax, Surcharge, Education Cess, Interest, Penalty, etc have to
be filled. This payment can be either raised by Income Tax Department or by taxpayer through
TDS.
This payment id done through cash, transfer cheque or outward clearing cheque and for this
purpose TAN number and PAN number is required for TDS and Service Tax payments
respectively

SAKSHAM

The new system bought by Axis which makes serving the customer easier. It user friendly, the
employee does not take much time to understand the system.

SWIFT
Wire Transfer is an electronic mode of fund transfer (through SWIFT) from local bank overseas
to Axis Bank account in India. Axis Bank has arrangements with over 200 major banks across the
globe to receive SWIFT messages which ensures safe and secure remittance to Axis Bank account
from any place of clients’ choice.

Swift supports Wire transfers in 40 currencies, including USD, EUR, GBP, AUD, CAD, SGD and
others, through wide Correspondent Bank network.

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 PRODUCTS OFFERED
SAVINGS ACCOUNT
 Easy Access Savings Account: - Minimum balance requirement is Rs.10000 monthly
 Prime Savings Account:- Rs.25000 in metros
 Women’s Savings Account: - Min opening deposit Rs.10000 in metros
 Trust/NGO Savings Account :- Rs.25000 average balance monthly
 YOUTH Account :- zero balance account, initial deposit Rs3500
 Future Stars Savings Account :- Rs.2500 in metros
 Senior Privilege Savings Account: - Min 57 years old, Rs.10000 in metros and urban area,
Rs.5000in semi-urban, Rs.2500 in rural centres
 Basic Savings Account :- Visa Debit card withdrawal limit Rs.40000 per day,(rs 2lakh
personal accidental death cover), titanium debit card withdrawal limit Rs.50000 per day
(Rs. 5lakh personal accidental death cover),

CURRENT ACCOUNT
Regular Current Accounts
 Normal Current Account: - Rs. 10000 MAB
 Local Current Account: - annual charges Rs.2300
 Business Advantage Account: - Rs. 25000
 Business Select Account: - Rs. 50000
 Business Classic Account: - Rs. 100000
 Business Privilege: - Rs. 5 L

Exclusive Current Account

 Business Privilege Account: - Rs 500000 monthly average balance
 Channel One Account: - Rs1000000 monthly average balance
 Club 50 Current Account: - Rs. 5000000 half yearly average balance, RS. 2500000 at
semi urban/rural branches

28
Salary Account
The various types of Salary Account are Easy Access Salary Account, Prime Salary Account,
Priority Salary Account, Defence Salary Account (Power Salute), Wealth Salary Account,
Employee, Reimbursement Account.

Monthly Average Balance required to be maintained for salary accounts is nil. Initial zero balance.

Priority Account
 Maintain Average Quarterly Balance of Rs.2 lakhs in Savings Account OR
 Maintain Average Quarterly Balance of Rs.5 lakhs in Savings Account and Current
Account OR
 Maintain a minimum Total Relationship Value (TRV) of Rs.15 lakhs across all Savings,
Current and Fixed Deposits.
 The Net Salary should be equal to or in excess of Rs.1 lakh every month

Burgundy
 Maintain Average Monthly Balance of Rs.10 lakhs in Savings Account OR
 Maintain Average Monthly Balance of Rs.10 lakhs in Savings Account and Current
Account OR
 Maintain a minimum Total Relationship Value (TRV) of Rs.30 lakhs across all Savings,
Current, Fixed Deposits and Investment (through Axis Bank).

NRI
 NRE Savings Account
 NRO Savings Account: - Low minimum balance requirement of Rs10,000
 NRI Prime Account: - Resident Foreign Currency Account:- can be opened, held and
maintained by any person who was a NRI but is now residing in India.

 NRE Salary Account

 Inaam NRI Personal Account

29
CARDS
Credit Cards

 Type Date of Birth and Customer ID to get details about the customer’s occupation, address,
contact number, etc
 Card Types

salary
offer cards
cards
takes upto 48 takes upto 15
hours for minutes for
processing processing

 Generating Leads through Data, References (ask customers for the details of individuals who
need credit card) i.e. by Staff, On their own, branch (talk to customers visiting the branch)
 Generating leads through References is the easiest way to convert leads into sales
 The advantage with Axis Bank is faster process of registering and processing the credit cards
this is because a tab is given to the selected credit card staff and therefore lesser documentation,
lesser time, attaching photo immediately
 Also, many times, conversion of lead does not happen customer is busy to submit documents,
no balance in the cell phone and then the customer is lost in the whole process. Hence if there
a tab then no need to delay the process which happen in 15minutes
 Processing of Credit Card
It is either through Customer Consent Service (CCS) or Sick Card. CCS is for first time users
and one message is sent costing Rs.3. Sick Card is for Updates, No balance in Account and
(Most Important Document)MID, charge sheet, needs to filled.Carrying application form along
all the time to be on safer side is necessary. Approximately 200 customers are number of forms
filled, conversion rate is 50%

Debit Cards

Priority Platinum Debit Card, Gold Debit Card, Titanium Rewards Debit Card, MyDesign-Image
Debit Card and Classic/International Debit Card.

30
Prepaid Cards

My Money Card, Axis Bank Gift Card (from bank) and Smart Pay Card, Corporate Gift Card,
Rewards Card (from employer).

LOANS

A loan is the purchase of the present use of money with the promise to repay the amount in the
future according to a pre-arranged schedule and at a specified rate of interest. Loan contracts
formally spell out the terms and obligations between the lender and borrower.

Loans can come from individuals, corporations, financial institutions and governments. They are
a way to grow the overall money supply in an economy as well as open up competition, introduce
new products and expand business operations. Loans are a primary source of revenue for many
financial institutions such as banks, as well as some retailers through the use of credit facilities.
Most of the loans given depend on case to case basis. Many times there are exceptions and the
process may vary depending upon the type of loan but moreover the steps followed are similar.
The steps may vary chronologically or documentation may be differ

Steps in processing loans: -

1. Login the file with basic details
The details about the customers’ income, property, bank statements, income tax returns, KYC
documents etc are collected and logged into the system

2. Residential Verification and Personal Discussion

The same details are verified and one to one discussion happens with the customer asking him why
he wants loan

3. Loan Sanctioned
The loan is sanctioned upto a specific limit of the market value

4. Legal & Technical

In this step the property is analysed, measured and if the property’s value is more than RS.5000000
then it is verified by two agencies and the lower value of the two agencies is considered

5. Disbursement
All the details are given to the disbursement department and the bank issue DD/PO after processing
the details.

31
LOAN AGAINST PROPERTY

A loan against property is one of the best ways to raise money. The only disadvantage of such a
loan is that if the borrower is not able to pay the loan fully, the bank or the financial institution can
take possession of the mortgaged property. Base your decision on your repaying capabilities.

LOAN AGAINST SECURITY

Overdraft facility can be availed against pledge of:

 Equity Mutual Fund units – Facility limit up to 60% of NAV (Net Asset Value), maximum
amount of loan is Rs.20 lakhs and only resident Indians and NRIs are eligible to take loan.
 Debt MF units – facility limit up to 85% of NAV, maximum amount of loan is Rs.25 crores
and only resident Indians, HUF, Sole Proprietor, Partnership firm, Pvt, Ltd. Company and
NRIs are eligible to take loan.
 Listed Bonds / Non-Convertible Debentures - Facility limit up to 70% of last traded value
of bonds, maximum amount of loan is Rs.20 lakhs for individuals and Rs.10crores for Non-
Individuals and resident Indians and NRIs are eligible to take loan Resident Indians, HUF, Pvt,
Ltd. Company, Public Ltd. Company, Trusts, and NRIs are eligible to take loan
 Life Insurance Policies- Facility limit up to 75% of Surrender Value, maximum amount of
loan is Rs.10 crores and only resident Indians are eligible to take loan.
It is the amount in the account who takes loan against securities which will be used anytime. An
overdraft limit is already set

Every bank has its individual list of approved securities (a list of companies) against which the
bank provides a loan. Both, resident and non-resident Indians can take a loan against the shares.
Shares must be held in the physical form or in the demat form.

It would make sense to avail of this facility when you are expecting a certain sum of money a few
months down the line and you need some funds in the interim.

The limit depends on the valuation of the security, applicable margin, your ability to service an

AUTO LOAN

It is funded only for 4 wheelers for new car or used car It is given tourists permit for cab. No
document needed for Priority and Burgundy. Auto loan

An auto loan is a loan used to finance the purchase of an automobile and usually backed by a lien
on the vehicle.

32
Auto loans may usually be obtained from your bank or credit union or from the auto dealer selling
the vehicle. Your credit union will usually offer the lowest interest rate.

The interest paid on an auto loan is no longer deductible on your federal income tax return. For
this reason, many now get home equity loans instead to finance the purchase of autos. This results
in paying the lower interest rate of a second mortgage and makes the interest payments tax
deductible.

Commercial Vehicle: - It is given for tractors, School buses, Transport Agencies/ Business

PERSONAL LOAN

Personal loans can be used for anything and everything.

It is issued only to salaried people, the minimum salary required for the issuance of loan is Rs.
15000 in hand (net). 15% - 24% depending upon the company listed in the category (where the
person works) in Axis Bank.

No collateral is required, minimum Rs.50000 and maximum Rs.2500000 can be given as loan.

More advantages: minimum documentation and speedy clearance (within three to seven days of
applying). And there is no monitoring of ‘end use’ -- you can use the loan for any purpose you
like. But you’ve tried applying for a personal loan, you’ve probably been told all this before

BUSINESS LOAN

Businesses require an adequate amount of capital to fund start-up expenses or pay for expansions.
As such, companies take out business loans to gain the financial assistance they need. A business
loan is debt that the company is obligated to repay according to the loan’s terms and conditions.

A business loan is borrowed capital that companies apply toward expenses that they are unable to
pay for themselves. Some business owners use business loans to pay for salaries and wages until
their new company gets off the ground, while other companies put borrowed funds toward office
supplies, inventory or business projects. Lenders want to know how the business intends to use the
borrowed monies, so business owners must make sure to have a clear outline for how the money
will be spent.

Business loans allow companies to have a chance at success. As such, loans are in high demand,
but not every company that applies for a loan will receive one. When applying for a business loan,
lenders evaluate the company’s history, the amount of debt the company has and whether the
business seems risky. Risky businesses, such as startup companies, are often not the winning
recipients of traditional loans.

Businesses that take out loans with high interest rates should make plans to pay the loan back as
quickly as possible, so the interest owed does not accrue into an exorbitant amount. High-interest
loans are best used for short-term financing needs

33
EDUCATIONAL LOAN

Axis Bank has a tie-up with an entity called “Credila”. This entity has tie-up with HDFC Bank
also. The funding for loan is done to both Indian as well as foreign universities

The loan is issued keeping in mind the university, cost of education, Institute or college, parents
work profile, collateral, etc.

No margin for education loans upto Rs 4 lacs. For loans above Rs 4 lacs, 5% margin for studies
within India and 15% for higher studies overseas. Bank will convey its decision within 15 working
days from the date of receipt of the application provided the application is complete in all respects.
The computation of 15 days shall starts from the day on which all documents required for a proper
appraisal of the application are provided by the Customer to bank.

The parent or guardian of the student would be treated as a co-applicant of the student loan. His or
her role would be, necessarily, like the primary debtor. Third party guarantee and/or collateral
security may be asked for in appropriate cases.

INVESTMENTS

Mutual Funds, Demat Account, Online Trading with AxisDirect and 8% Savings Bonds are the
major investment products provided to customers.

INSURANCE

Life Insurance, Health Insurance, Home Insurance, Travel Insurance, Motor Insurance, Jewellery
Insurance, Card Protection Plan, Business Advantage, Safeguard Personal Accident and Critical
Illness are the insurance products provided to customers

FOREX PRODUCTS

Travel Currency Card, India Travel Cards and Foreign Currency Travelers Cheque are some of the
Forex products.

FOREX SERVICES

Currency exchange - where clients can purchase and sell foreign currency banknotes.

Wire transfer - where clients can send funds to international banks abroad.

Remittance - where clients that are migrant workers send money back to their home country.

Letter of credit: It is an undertaking/promise given by a Bank/Financial Institute on behalf of the

Buyer/Importer to the Seller/Exporter, that, if the Seller/Exporter presents the complying
documents to the Buyer's designated Bank/Financial Institute as specified by the Buyer/Importer
34
in the Purchase Agreement then the Buyer's Bank/Financial Institute will make payment to the
Seller/Exporter.

Bank guarantee: It is an undertaking/promise given by a Bank on behalf of the Applicant and in

favour of the Beneficiary. Whereas, the Bank has agreed and undertakes that, if the Applicant
failed to fulfill his obligations either Financial or Performance as per the Agreement made between
the Applicant and the Beneficiary, then the Guarantor Bank on behalf of the Applicant will make
payment of the guarantee amount to the Beneficiary upon receipt of a demand or claim from the
Beneficiary.

PAYMENT SERVICES

Axis Speed Pay, Ping Pay, Bill Pay, Mobile Recharge, Electronic Clearing Service (ECS), Online
Shopping, Direct Tax Payment, Pension Disbursement, Interbank Mobile Payment Service
(IMPS), Instant Money Transfer, Visa Money Transfer and Online Donations are some of the
payment services provided.

35
 BRANCH WORKING

CSO SLAES RMs & FDO

EXECUTIVES

• GENERATE • TRY TO • RETAIN

LEADS CONVERT CUSTOMERS
LEADS

 Better Customer perceptiveness

As the customer lengthens to deal with a supplier, the supplier tends to explicate a better insight
of customer’s needs and expectations. By this a high level of relationship can be developed
between them. This will result in selling more products and retain the business with the
customers which finally will lead to profitable business.

 Lead to Customer Satisfaction

Customer satisfaction is the measure of how the needs and responses are collaborated and
delivered to excel customer expectation. It can only be attained if the customer has an overall
good relationship with the supplier. In today’s competitive business marketplace, customer
satisfaction is an important performance exponent and basic differentiator of business
strategies. Hence, the more is customer satisfaction; more is the business and the bonding with
customer.

 Lead to Customer Loyalty

Customer loyalty is the tendency of the customer to remain in business with a particular
supplier and buy the products regularly. This is usually seen when a customer is very much
satisfied by the supplier and re-visits the organization for business deals, or when he is tended
towards re-buying a particular product or brand over times by that supplier. To continue the
customer loyalty the most important aspect an organization should focus on is customer
satisfaction, hence it can be said that customer loyalty is also an outcome of good relationship.

36
 Lead to Customer Retention
Customer retention is a strategic process to keep or retain the existing customers and not letting
them to diverge or defect to other suppliers or organization for business and this only possible
when there is a quality relationship between customer and supplier. Usually a loyal customer
is tended towards sticking to a particular brand or product as far as his basic needs continue to
be properly fulfilled. He does not opt for taking a risk in going for a new product. More is the
possibility to retain customers the more is the probability of net growth of business.

 Chances of getting referrals

It is always a cost-free advocacy by customers to provide referrals to supplier when they feel
satisfied and encouraged and when they have a healthy relationship with customers. These
referrals or customer’s reference of other customers acts like a piece of cake for suppliers as
there is no cost and struggle involved in this. This could be treated as the best outcome of
quality relationship what a supplier can think of.

 Growth in revenue
When suppliers have healthy relationship with customers the revenue of the organization
always increases as customers tend to buy more and more. There is possibility that a satisfied
customer seek to buy special category of related products apart from the regular ones from that
particular supplier. For instance if a satisfied and loyal customer has a home insurance from
an insurance company then there are positive chances that he could also insure his property
and car also if he is fully satisfied with the services of that insurance company. This will
definitely result in growth of business.

 Cost to serve is low

Cost to serve existing satisfied customers is always very less for the supplier as they know and
understand customers. Customers never come back with complaints and queries because they
know the actual business flow and completely rely on the relationship with supplier. By the
above substantial outcomes, it is prominent that creating and maintaining relationship with
customer is always a key to success.

Retail banks are facing greater challenges than ever before in executing their customer
management strategies. Intensifying competition, proliferating customer contact channels,
escalating attacks on customer information, rising customer expectations and capitalizing on
new market opportunities are at the top of every bank agenda.

37
“MAKER AND CHECKER CONCEPT”

PASS
ENTRY

WORK
DONE
VERIFY THE
ENTRY

Every entry which is posted by the FDO has to be verified. FDO needs minimum 6 months work
experience as FDO (posting entries) then only he/she will authorized to verify the entry. Also this
authority will be only given once operations head and other authorities gives permission to do so.

On daily basis this process is followed for transfer entries, cash entries, RTGS entries, NEFT
entries, details modifications, FD entries, epayment entries, DD entries, PO entries, etc.

This is done to avoid posting errors which may happen due to the minor probability of human
error.

In a place like bank, it is very important that numbers or details are mentioned correctly as it deal
with the money of customs.

38
REPORTS

These reports are required to be maintained daily basis to know if any fictitious transactions
occurred example account not active since past four five months but suddenly in last three four
days consequently high value transactions are happening, therefore to keep track and follow up
with the customers is to why this is happening

 Exception Report
This report includes the deviations from normal banking processes which are to be
followed under the guidelines of RBI or AXIS Bank.

 Token Generation
This report has to be generated by branch head for the transactions processed without
cheques

 Report on debit without cheque

In this report if the account number is not mentioned when the transactions are initiated
and if the bank has good relations with customers or customer maintains high amount in
the account in bank then it has to come under this report.

 General Ledger Report

It tells us about the balance as on a particular day of various types of accounts such as
Current Account, Savings Account, Term Account, Office Account, etc

 General Ledger Report (FOREX)

These reports are maintained in terms of various currencies.

 High Value Transactions

In this report all the transactions which are of value more than Rs.50000 by the customer
who has opened account with the bank in last six months are generated.

 All other branches

All the transaction of other branches which happen in our branch are recorded.

39
ALTERNATIVES TO BRANCH BANKING
Booming of the economy as a whole has made everyone’s life so busy that it is not always
possible to carry out their banking activities by visiting the branch. The branch understands that
& they too suggest the customer to take up alternative mode of banking just for the sake of both
parties’ convenience. For the convenience, comfort of the customers as well as for the bankers.

There are mainly 4 popular modes that could assist the customers in banking that are:-

 Internet Banking
 Mobile Banking
 ATM
 Speed Banking

 INTERNET BANKING:
Online banking or Internet banking is carrying out banking via use of internet through PC or tab.
This is an easy way as the customer can operate it at his discretion. With the help of the official
website www.axisbank.com the user can monitor, transact & control their respective account
online without any involvement or time consumed by anyone else.

Some of its features are as follows:-

 Account details- The customers of axis bank can visit their website & can view their
account details, account balances & can get access to statements showing the detailed
summary of their account.

 Fund Transfers- Online banking allow the customer to give a standing instruction to
transfer funds from their account to multiple accounts across various banks from
anywhere they can access the internet.

 Bill pay- Bill Pay is an electronic method of Presentment and payment of Bills on the
Internet. This service is currently available to all Axis Bank customers who are registered
for Internet Banking. It enables you to pay bills at any time of the day through internet.

 Online Recharge- With Axis Bank's online recharge facility, there is no need to worry
about losing mobile or data card connectivity or customer’s DTH connection anytime of
the day or night. Axis Bank's online recharge facility enables the customer to recharge
their Mobile, Data Card or DTH connection over the internet. The process of recharging
is hassle free & instantaneous. This facility can be used by all Internet Banking users who
have registered for net secure.

40
  MOBILE BANKING:
Axis bank has his own mobile application named ‘Axis Bank Mobile Banking’ that is available
for Android, iPhone & windows phone users. Mobile banking has made life easier & it is the
most portable device so that makes banking easily accessible to the customer.

Some of its features are as follows: -

 Account information- With the mobile app the user can view their account balances,
view mini statements, view detailed account statements, access to email account
statements & facility of personalized with images with nick names.

 Credit Card details- Mobile app allows the user to view outstanding balance of their
credit card, view the unbilled transactions, view the current & past statements, pay the
credit card bill instantly, schedule credit card bill payment & convert transactions above
2500 to EMI.

 Pay bills- Through the mobile app users can view & pay bills, schedule your bills & view
them on a calendar (in the app), pay bills automatically by setting auto-pay on for a
certain threshold. One more important part of it is that user can add billers who are
regular bill presentment so this will update those billers in the list. Also option is
available for favorites where the user can set his 10 frequently done transactions as
favorites & pay in one click.

 Transfers- Through mobile app the user can add payees for fund transfer without
logging in to internet banking to own linked accounts, to other axis bank accounts using
a/c number & mobile number, to other bank a/cs. It also allows to schedule fund transfer
for any future date, personalize their payee list by adding images by clicking a picture
with their phone camera instantly, using a stored image from their gallery or from
Facebook

 ATM FACILITY:
The ATM facility forms an integral part of banking as it is any time banking which is the last
resort for any person in a critical situation. It offers facilities like:-

 Balance inquiry- The accountholder can visit the nearest ATM & can check the
available balance he has in his account with the option of printing a receipt as well.

 Cash withdrawal- One can withdraw cash quickly & easily from the nearest ATM with
the help of MasterCard or Visa cards.

41
  Pin change- The card user can put up a request of pin change on his card in the ATM if
he wishes to do so to ensure the safety of their account.

 Mini statement- With this facility provided by the ATM the customer can request for the
mini statement of their card & can avail of the details of the last 7 transactions carried out
in effect to their card.

 Request for cheque book- Gone are the days when the customers had to visit the branch
& give the slip which was available in the previous cheque book & putting up a request
in the branch which would take time. Now, it is possible to put a request of cheque book
through the ATM & it gives the cheque book instantly.

 Personal details updation- with the help of ATM one can update their details like
mobile number, email Id & PAN card details.

 SPEED BANKING:
Speed banking is banking though tab. The tab is kept in every branch .It is a replica of Mobile
banking. This facility is basically for people who do not have android phones & to reduce the work
pressure on the CSO. The registration of mobile no. is very important to avail this facility

Steps about its working:

 A user needs to enter his /her debit card no. or account no. in the space given on the tab
 It directs the person to the home page
 There are various options available on the home page. The user needs to select as per their
requirement.
 There is a onetime OTP which is generated on the registered mobile no.
 User has to enter the OTP and press on submit button.A user can issue cheque book, change
email id, mobile no ,home address, check the balance in the account and apple for detailed
statement

42
 BANK’S CUSTOMER RETENTION STRATEGIES
The creation and implementation of financial institution customer retention strategies, including
bank customer retention strategies is one of the core strengths of the Genre organization. There are
a range of strategies that can be implemented and tend to summaries them based on a customer's
position in the customer lifecycle. The life cycle is shown below along with the value that different
types of customers contribute to the business at different parts of the cycle

The best bank customer retention strategy for existing customers is to classify each type of
customer (silent attrition, ideal and unhappy) and create appropriate initiatives to change their
behaviours.

 Accuracy of transaction
Banks should maintain great respected transaction accuracy. It uses automated networking based
linkage system. Whenever any transaction occurs, the operator simply input data and it has been
processed automated to all the accounts like submitting the following application forms or
instructions through Easy Pay machines:

a. Demand Drafts
b. Telegraphic Transfers
c. Cashier Orders
d. Address change instructions
e. Cheque book requests
f. Any other instructions related to one’s account

 Access to electronic transaction

Through an international network linked by advanced technology, including a rapidly growing e-
commerce capability, bank provides a comprehensive range of
financialservices: personal financial services; commercial banking; corporate, investment bankin
g and markets; private banking; and other activities.

 The staff who deliver the service

The staffs should be well educated, highly trained, and eligible in the fields of works rendering
customer services

43
 Behavior of the staff
All the staffs should be well mannered, social, smart, enthusiastic, helpful, polite, friendly and
personal attached.

 The efficiency of customer service

Bank should be quite efficient in giving services to its customer changing needs through dedicated
relationship managers, Privileged access, International credit card, Pre-approved overdraft facility
and many more.

 Physical appear-ness of the location

Banks appearance should be designed with all modern amenities and equipment that will help to
attract the amiable customer. It has been designed with such a decoration that goes with the image
of the world’s no 1 bank’s standards.

 Convenience of the branch location

The offices of the banks should be located in the most prominent and commercial area of the city.

 Pricing
One can avail improved pricing on loan products, credit facilities, remittance and other services.
Most of the customers are well reputed, enriched and commercial. So the prices are accepted to
them comparing to the higher improved services. But to some extent it offers high prices.

 The banks effort to inform the customers about the new products or services
Banks should inform its customer about new products & services through

a. Customer Service Centre

b. Phone banking, call centre
c. Standard Customer Pyramid, Cross Selling Customer Pyramid, written forms, postal order,
on line banking etc.

 The bank’s response to customer’s changing need

Banks should evaluate the customer’s needs and their requirements through market surveys etc on
a segmented basis of management.

44
 RECOMMENDATIONS
 Concentrate on winning and keeping customers.
 Make sure your employees are performing effectively and are overcoming any
problems
 Control costs carefully
 Minimize risks
 Take out any insurance needed.
 Build customer loyalty to reduce the risk of losing a key account.
 Diversify customer’s base to avoid excessive reliance on one account.
 Treat employees fairly to minimize the risk of resignations.
 Share knowledge and skills to avoid relying too heavily on one key employee.
 Making sure computer systems, and the data stored on them, are secure.
 Make sure customer comply with the Data Protection Act if process information
about other people for business purposes.
 Always go for a win-win situation.
 Delight your customers every time they interact with your business by
empowering them with anytime, anywhere, and any channel access to accurate
information and more personalized service.
 Reach more customers more effectively, increase customer retention and boost
customer loyalty by leveraging opportunities to up-sell and cross-sell and driving
repeat business at lower cost.
Drive improvements in business performance by providing your customers with the
ability to access more information through self-service and assisted-service
capabilities when it is convenient for the customer

45
 CONCLUSION
It is very important to know how the branch works as bank is one such institution
which is interrelated to every organization, individual, etc. hence knowing how it
functions, roles of the staff and basic banking knowledge is a must so that a person
can perform well in any profession he/she does.

Small branches are mostly retail driven. The customers should not only be satisfied
but in fact be delighted. The KYC norms should be carried out properly as there are
lot of NPA’s happening in India. So for the smooth functioning of the banking
system proper due diligence should be done by the staffs.

As there are various products and services offered by the bank, the staff should be
able to identify the customers’ need and provide them a variety of options which
best suits them. As these days many middle income people want to earn more than
the traditional interest earned by them on the fixed deposits. They have started
showing inclination towards the mutual funds. The branch staffs should be able to
guide them properly about the various Systematic Investment Plan (SIP) like Bond
based funds for the old age for regular income in form of dividends and Equity plans
for the young or the middle aged person. Accordingly, branch will be able to achieve
its target and be profitable. Decreasing the cost along with being profitable and
making the customers happy and employees happy in this competitive environment
are the major challenges in banks. Thus CRM is the only option left.

Axis bank has recently been branding itself very nicely and positioning itself to take
over the major private players of the market. Overall Axis bank has been doing well
with profits every year and abiding with the rules and regulations set by the RBI. It’s
now the 3rd largest private sector bank.

46
REFERENCES
1. Axis Bank website (www.axisbank.com)
2. Bombay Stock Exchange website (www.bseindia.com)
3. Money control (www.moneycontrol.com)
4. Investopedia (www.investopedia.com)

47