Banks these days are under tremendous pressure for mobilizing resources as well as for credit dispensation in social as well as in other financial sectors. A very simple definition of banking is, ‘ TAKING MONEY, GIVING MONEY AND MAKING MONEY’. Banks don’t have their own funds. They take it from the public, lend again to the public, and in the process make money for themselves. They have to ensure that the procedure of running the bank is safe, secured, and a win-win situation for all the stakeholders. Seven things are very important for the banks to run their business in a secure, profitable, and growth-oriented manner;-
- A sound resource base.
- A proper credit dispensation under well-trained staff (Bank’s NPAs. Causes and Remedies). in a secured, lucrative, and risk-free market.
- A robust follow-up and effective recovery. management system. Management of NPAs -Some recovery techniques.
- An intelligent inspection and supervision control DEFECTS IN BANK AUDITS AND INSPECTIONS system.
- Non banking/para-banking activities for creating different layers of income.
- A systematic system for training and skill development of staff.
- Regular contact with the client/public and listening/understanding and appreciating their point of view for a better brand building.
For creating resources Banks try to attract deposits from the public by tailoring different products suiting the capacity, requirement, and affordability of the public. Various products are made by the banks with an eye on a particular segment of society. Fixed deposits with different maturities for those who can afford to deposit fixed sums for a fixed period of time. Monthly deposits for those who can’t afford a fixed sum but can spare a comparatively lesser amount every month. Schemes for pensioners, senior citizens, Students, girl child, salaried class, industrial workers etc. etc. Current accounts for the business and trading community. Saving accounts for general savings etc. etc.
Although scores of schemes for resource mobilisation are launched by the controlling offices yet at the operating level only a few traditional schemes are given preference and the rest find a very little attention, with the result that many target groups remain untapped. Operational level, therefore, needs to focus on all the schemes and try to sell all the products available in their kitty. They should fix scheme/products wise targets of all the products launched by the bank. Staff members should be assigned individual targets of all such schemes and the controlling office should keep an eye on such programmes and encourage staff in meeting their targets
There are some very attractive schemes especially for salaried persons, professionals, self-employed, students, and even the business people who can accumulate wealth by taking benefit of monthly deposit schemes which unlike the saving bank account which has a very low rate of return. These schemes have yields available for the term/fixed deposit. Even the last few installments in such accounts attract the higher rate of interest equivalent to that of fixed deposits. For example, if a normal branch by its concerted efforts opens 1000 such accounts in a year with an average monthly deposit of Rs.5000 per month will mobilise 6 crores of rupees in one year. The figure will go up to 18 crores in 2nd year if another 1000 accounts are added in that year, If the same momentum of opening 1000 account with an average of Rupees 5000 per month is maintained for five years, the deposit growth would go to 36 crores in the third year, Rs.60 crores for the 4th and Rs 90 crores for the 5th year. A normal bank with say 1500 very effective branches will this way mobilize resources to the tune of Rs.135000 crores in just five years. Is not this growth pattern most attractive? and does this not deserve to be paid very focussed attention at all operating levels?.
For the promotion of all such schemes, all that is needed is awareness amongst the staff which further to be spread amongst the public by organizing awareness camps, special deposit mobilization fortnights with individual targets for all the staff members who have to work as a team. Rewards and appreciation letters can be offered to the staff for exceeding their targets as well as for topping in their district. or zone or in the bank as a whole.
Newspaper or other paid media advertisements are a costly affair and the public doesn’t pay much heed to such advertisements. It is advisable to distribute printed pamphlets to the public during awareness camps, through the services of newspaper vendors and also by talking to walk-in customers. A WORD OF MOUTH IS MORE EFFECTIVE THAN A WRITTEN PASSAGE.
One thing lacking in the modern time branches is proper visibility of the products in the shelf of the banks for its clients/public and the rates at which these are available. We presume that the client or the public knows everything but the fact remains that the sale persons at the counters themselves are not aware of the products available in their stores and their attractive features themselves. This needs serious remedial action by the main leadership of the banks………….(To be continued in part 2)