Cus­tomer-friendly mea­sures

Banking Frontiers - - Cover Story -

Chat­tis­garh Ra­jya Gramin Bank has 74 lakh ac­counts serv­ing 49 lakh cus­tomers. The ac­counts have rapidly in­creased over the last 3 years with CAGR of 23%, mainly due to open­ing of 31 lakh PMJDY ac­counts so far. The bank has ra­tio­nal­ized its loan prod­ucts range and in­tro­duced new cus­tomer friendly prod­ucts. Ex­plains Gupta: “We are of­fer­ing to pub­lic prod­ucts like gold loan, loan against rent and Gu­ruji Plus, etc.”

The bank has im­proved the am­bi­ence of 80 branches dur­ing FY2018. Uni­form sig­nage boards across all the branches have been in­stalled for easy iden­ti­fi­ca­tion. Like­wise, cus­tomer ameni­ties like com­fort­able chairs, wa­ter pu­ri­fiers also have been pro­vided at all the branches. Says Gupta: “We plan to im­prove am­bi­ence of an­other 80 branches dur­ing 2018-19.”

Nearly 50% branches of the bank are lo­cated in the Naxal af­fected ar­eas. The bank has the ad­van­tage of more than 75% lo­cal staff which is work­ing in their area for long and there­fore has earned trust of the clien­tele. Says Gupta: “Due to our rural im­print, our CASA has touched 71% level as on 31 March 2018, which is con­tribut­ing sig­nif­i­cantly to our prof­itabil­ity.”

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