Moving from Customer Service to Customer Delight: An Ethnographic Study of the Relationship Managers in Banking Sector

As the banks in India strive to cope with ever tightening grip of top line and bottom line, the task of acquiring new customers and retaining the existing ones assumes an unparalleled significance especially in the light of competition of peer banks and other financial institutions. At this juncture most of the banks have recognized ‘Relationship Manager ’(RM) as a separate role, deployed the right manpower to take up that role and also went ahead with specialized training inputs to them toward capacity building and empowerment. On this backdrop, a differentiating factor that would give any bank an edge over others is the customer-centric culture.