XIM UNIVERSITY

SCHOOL OF COMMERCE

BUSINESS COMMUNICATION CASE STUDY

ON

INDIAN BANK

Submitted To:

Fr. BIPIN KUJUR S.J.

Submitted By:
Biswabandita Sahoo – MMSBF24016

Deepshikha Mahapatra-MMSBF24020

Jeeban Pradhan-MMSBF24024

Sanskruti Nayak-MMSBF24041

Sreeya Sahoo-MMSBF24047

Sreyashi Das-MMSBF24049
TABLE OF CONTENT
1. Executive Summary

2. Introduction

3. Organization Overview

4. Work Done

5. Identified Communication Challenges

6. Real-Life Scenarios

7. Impacts of Poor Communication

8. Proposed Strategies for Improvement

9. Conclusion

10. References

11. Glimpse From Industry Visit

SUMMARY

This report examines communication challenges faced by Indian Bank and

their implications on customer satisfaction and operational efficiency.
Observations from the organizational visit highlight key issues, including
language barriers, emotional disconnects, and technological hurdles. These
challenges delay the seamless delivery of banking services, create a gap in
customer relationships, and slow down operational workflows. Language
barriers often result in miscommunication, especially in verbally diverse
regions, while emotional disconnects reduce customer trust and
satisfaction. Technological hurdles, such as inadequate digital literacy and
system inefficiencies, further exacerbate these issues. Proposed strategies
emphasize employee training programs to enhance interpersonal and
verbal skills, simplified and customer-centric communication approaches,
and robust technological integration to improve both customer experience
and operational efficiency.
INDIAN BANK OVERVIEW

Indian Bank, incorporated in 1907, is one of the country's leading public sector
banks. During the long run, it had developed an exemplary reputation for its
delivery of different financial services for the customers. Indian Bank delivers
retail banking, corporate banking, international banking, and treasury
management to millions of customers living across urban, semi-urban, and rural
geographies by employing a strong branch and ATM network.

Indian Bank Vision:

Indian Bank envisions becoming a preferred banking partner for its customers
by offering innovative solutions and fostering financial inclusion. The bank
aims to empower its customers with accessible and reliable financial services,
driving sustainable economic growth.

Importance of Communication in Banking:

Effective communication in a bank involves all types of verbal and non-verbal,

written and digital. It is the basis for smooth transactions, efficient service
delivery, and strong customer relationships. Good communication not only
builds trust but also clarity in working processes and boosts overall
customer satisfaction.

GOALS:
 Recognize communication-related problems of Indian Bank.

 Understand the implications associated with these problems to operations

and customer satisfaction.

 Provide actionable recommendations for improvement

ORGANISATIONAL OVERVIEW

History and Background

Indian Bank has grown from a small unit in 1907 to the comprehensive
financial services company today. The bank caters to individual, corporate, and
institutional customers and offers loans, savings accounts, and digital banking
products.

Products and Services

 Retail and corporate banking.

 Digital banking products encompassing mobile applications and online

portals.

 Financial advisory services.

 Wealth management and insurance products.

 Government schemes for financial inclusion.

 Customer Profile

Indian Bank reaches out to the most tech-savvy urban dweller to the least
digitally literate in rural India. That in itself speaks of commitment by the bank
to inclusion.
ACTIVITIES PERFORMED

Organizational Visit
During the visit to Indian Bank, the team observed the day-to-day operations
and analysed interactions between employees and customers.

Key Observations:
i. Communication heavily relied on banking jargon, which confused some
customers.
ii. Technological support for digital banking was limited in rural branches.
iii. Emotional disconnects were evident in high-stress situations, such as
complaint handling.

Methodology
i. Interviews with bank staff and customers.
ii. Observation of communication practices at urban and rural branches.
iii. Review of documentation and training materials.
IDENTIFIED COMMUNICATION CHALLENGES

1. Language Barriers:
i. Overuse of technical terms such as "RTGS," "NEFT," and "KYC."
ii. Limited multilingual support for non-native speakers.
iii. Inadequate use of vernacular languages in customer communication.

2. Lack of Clarity
i. Lack of clarity in the explanation of banking procedures.
ii. Miscommunication due to lack of structured response protocols.

3. Emotional Barriers:
i. Inability to handle frustrated or impatient customers.
ii. Lack of emotional intelligence training for staff to handle sensitive
situations.

4. Technological Challenges:
i. Customers who had never used a mobile app or online banking service
were severely disadvantaged.
ii. Technical glitches like apps freezing or connectivity issues added to the
frustration.

5. Cultural Differences
i. Misunderstanding idioms, gestures, or communication styles.
ii. Lack of knowledge about local customs and traditions that impact the
customer's engagement.
REAL-LIFE CASES
Case 1: Rural Consumer and Home Loan Application

Customer – A farmer from a rural area, seeking a loan.

Bank Officer – An employee of Indian Bank, handling the loan inquiry.

Scene described by Bank Manager: A small branch of Indian Bank in a rural

town. The customer approaches the bank officer at the loan desk.

Customer: (nervously) Namaste, sir. I wanted to ask about getting a loan to buy
a Home.

Bank Officer: (smiling) Namaste! Sure. For that, we’ll need to discuss the
collateral you can provide and the EMI structure for repayment.

Customer: (confused) Collateral? EMI? What do these mean?

Bank Officer: Collateral is something valuable, like land, that you give as a
guarantee. EMI is the monthly amount you’ll pay back to the bank.

Customer: (still unsure, scratching his head) Guarantee? Monthly amount? I

don’t understand how this works.

Bank Officer: (hurriedly) It’s a simple process. You need to submit collateral,
and we’ll calculate the EMI structure based on your loan amount and tenure.
Customer: (growing frustrated) This is too complicated. I don’t think I can do
this. Thank you, but I’ll find another way.

Analysis:
The conversation broke down because of the bank officer's use of technical
terms like "collateral" and "EMI structure," without providing simple
explanations or relatable examples. This led to confusion, frustration, and the
customer's reluctance to proceed with the loan application.

Changes we can do: Clear, straightforward language and relatable examples

are crucial for effective communication, particularly with rural customers who
may not be familiar with financial jargon.

Case 2: Challenge in Activating UPI

Customer – A middle-aged shopkeeper curious about UPI.

Bank Officer – A staff member explaining the UPI activation process.

Scene described by Bank Manager: The customer sits at the bank’s help desk
with their smartphone in hand.
Customer: (eagerly) Sir, I heard about this UPI thing. My neighbor says it’s
very useful for payments. Can you help me set it up?

Bank Officer: (confidently) Of course! First, download the UPI app on your
phone.

Customer: (hesitantly) Hmm... Okay. But how do I download it?

Bank Officer: (quickly) Go to your app store, search for the app, and click
"Install." Then, link it to your bank account and set a UPI PIN.

Customer: (confused) UPI PIN? And linking to my account? Do I need my

passbook or something?

Bank Officer: (a bit impatiently) No, no. Just follow the steps on the screen.
It’s very simple.

Customer: (struggling to understand) But the app is asking for some "MPIN."
What’s that?

Bank Officer: (hurriedly) That’s your mobile banking PIN. Just enter it.

Customer: (frustrated) I don’t think I ever set one. And this is too confusing.
Forget it. I’ll stick to cash—it’s easier.

Analysis:
The bank officer assumed the customer had a basic understanding of technical
terms and smartphone usage, leading to unclear instructions. The lack of step-
by-step guidance and empathy resulted in the customer abandoning the process.

Changes we can do: It is essential to tailor explanations to the customer’s

technical knowledge, offering step-by-step assistance and demonstrating
processes where possible to ensure understanding and successful adoption of
digital services.
Scenario 3: Urban Customer Service Complaint

Customer – A young professional from the city, upset about a transaction error.

Bank Officer – A customer service representative at the bank.

Scene by Bank Manager: The customer is seated at the customer service desk,
visibly annoyed.

Customer: (irritated) I made a payment yesterday, but the amount got debited
twice. I need this corrected immediately—it’s urgent!

Bank Officer: (calmly) I understand your concern. Let me check the details.
Can I have your account number, please?

Customer: (hands over details) Here. But I already reported this yesterday.
Nothing has been done!

Bank Officer: (typing on the computer) I see the duplicate debit here. We’ve
raised a request, and it should be resolved within 7 working days.

Customer: (angrily) Seven days? That’s unacceptable! I’ve been charged twice
for the same thing. This is your mistake.
Bank Officer: (matter-of-factly) I understand your frustration, but we follow a
standard process for refunds. Please be patient.

Customer: (sarcastically) Patient? I’m losing money because of this! Can’t you
escalate it or give me a timeline for resolution?

Bank Officer: (hesitant) Escalations are only for issues unresolved after the
standard timeline. I suggest waiting for now.

Customer: (stands up, furious) This is ridiculous. Your lack of urgency shows
how little you care about your customers. I’m done with this bank!

Analysis:
The bank officer failed to convey urgency and empathy, which heightened the
customer’s dissatisfaction. A rigid adherence to protocols without personalized
attention created a perception of indifference.

Changes we can do: Addressing complaints requires not just procedural

efficiency but also empathetic communication. Proactively offering updates,
escalating cases when possible, and apologizing sincerely can make customers
feel valued and improve their experience.
IMPACT OF POOR COMMUNICATION

1. Customer Dissatisfaction
i. Negative experiences deter repeat business.
ii. Customers may switch to competitors offering better communication
practices.

2. Reputational Damage
i. Poor word-of-mouth affects the bank’s public image.
ii. Negative reviews on digital platforms undermine customer trust.

3. Financial Losses
i. Lost opportunities for cross-selling and new customer acquisition.
ii. Increased operational costs due to repeated interactions for unresolved
issues.
STRATERIES FOR IMPROVEMENT
1. Employee Training
i. Conduct workshops on communication skills, clarity, and empathy.
ii. Introduce role-playing scenarios to practice handling diverse customer
interactions.

2. Simplified Language
i. Avoid jargon; use simple, relatable terms in all customer
communications.
ii. Develop visual aids or infographics to explain complex procedures.

3. Empathy and Patience

i. Train employees to actively listen and respond to customer concerns
without bias.
ii. Implement a feedback loop to continuously assess and improve service
interactions.

4. Leveraging Technology
i. Introduce multilingual options in apps and chatbots to cater to regional
languages.
ii. Upgrade digital platforms for smoother navigation and reduced technical
glitches.
iii. Provide step-by-step guides and tutorials for digital services.

5. Cultural Sensitivity
i. Conduct intercultural communication training to respect and understand
diverse backgrounds.
ii. Adapt communication styles to suit the local context and customer
preferences.
CONCLUSION
Effective communication is vital for Indian Bank’s success. Addressing the
challenges identified in this report will enhance customer satisfaction,
operational efficiency, and overall trust in the institution. A strategic focus on
employee training, technological upgrades, and cultural sensitivity can
transform communication practices and position Indian Bank as a leader in
customer-centric banking. With continued efforts, Indian Bank can bridge
communication gaps and foster long-lasting relationships with its customers.
REFERENCES

i. Observations from Indian Bank visits.

ii. Industry insights on banking communication practices.
iii. Academic literature on customer relationship management in banking.
iv. Reports and articles on financial inclusion and digital banking trends.
GLIMPSE FROM INDUSTRY VISIT