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State Bank of India: ''SMS Unhappy''
內容大綱
State Bank of India: SMS Unhappy, is a deceptively simple but comprehensive case of a public sector company using a customer complaint management tool as a catalyst to improve overall service performance and overtaking even its private sector competitors in terms of both customer satisfaction and organizational performance. The case describes a novel, mobile phone-based complaint redressal system designed and implemented by Shiva Kumar, chief general manager (south) of the State Bank of India (SBI). The long-term impact of the simple system was the alignment of the entire organization, especially at the branch level, with customer-defined parameters of performance, driving it towards very high levels of customer-centricity. The SMS Unhappy initiative brought greater levels of transparency to all levels of branch performance, resulting in superior service operations with low variance, and ultimately, better customer response.