Customer Based Business Model

Topics: Customer service, Sales, Customer Pages: 84 (23877 words) Published: July 28, 2010
Almost all banks have a wide variety of products to offer to the customers. There are regular transaction between the customer and the bank and therefore many notifications and records, that are required by both the bank and the customer for their satisfaction there are many requests that a customer makes that the bank has to oblige and thus keep records of the same in order to refer to them when ever required.

It therefore goes with out saying that the banking sector any where in the world has the highest frequency of paper work that needs to be stored for future references, no doubt that the technology has improved and that various requests can be sent across through e-mails, however banks require physical possession of the same and thus it is convenient for the customers but very much the same as far the bank is concerned.

ICICI Bank has always been looking to make banking comfortable and convenient as far as possible for its customers, and to manage the tedious paper work it uses the 5 ‘S ’ philosophy to help its staff retrieve and manage papers in the most efficient and the smartest way.

ICICI Bank was quick to understand that to be a leader it has to satisfy its customer needs, be it product or service. Simple aspects like a, well organized and systematic work place increases efficiency and brings about customer satisfaction. The 5 ‘S’ philosophy helps the staff to understand the importance of being organized at the work place.

5 ‘S’ Philosophy originates from Japan and came into deionization after the World War 2. It is one of the most powerful tool under the Kaizen umbrella. Kaizen theories originate from Japan and the word Kiazen basically means ‘change for good’, the word Kia means little, ongoing, good and the word Zen means ‘for the better’.

The main aim of the 5 ‘S’ Philosophy is to eliminate waste, reduce processing time, and add responsibility to operational staff. The Philosophy believes that small changes results in large improvements without large investments. The philosophy helps in organizing a work place in such a manner that efficiency of people & processes is enhanced. The philosophy identifies the 5 pillars of a managed work place

Systematic Arrangement
Spic ‘n’ Span
Self Discipline


The very first step is to identify where the philosophy is to be deployed it could be as small as a work station or as big as the whole office. A well organized work place motivates people, both employees as well as others. The philosophy aims to improve safety, work efficiency, productivity and establish sense of ownership.

Sorting basically means to divide the all the objects at the area where the philosophy is to be deployed into 5 broad categories

1.Needed regularly (BUCKET 1) 2.Needed but not regularly (BUCKET 2) 3.Needed regularly but not in excess quantity (BUCKET 3) 4.Wanted but not needed (BUCKET 4) 5.Scrap (BUCKET 5)

Items Needed regularly at the bank are account opening forms , pay-in-challans, DD challans, Rubber stamps, Stationery items, etc

Items Needed but not regularly are Account opening forms of existing customers, Room freshener, Letter head, etc

Need regularly but nothing excess quantity are loose cheque book leaves, floppies, printer paper, etc

Wanted but not needed are items like cash reports, loan files, locker notice, files of audit reports etc

Scrap items are old brochures, old challans, old files, news papers, disposable items. etc


Systematic Arrangement basically aims at arranging and identifying things in a work area. Once sorting has been done at a work place and all different items are categorized the next step is to identify the right place where the...
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