Development ideas for improve retail customer services

Abstract

This thesis develops an improved model of customer support with Axis Bank, aiming at key challenges in tracking and updating the status of queries raised by customers. It was found in the current state analysis that one of the major weaknesses in customer experience and internal coordination was visibility in query handling. To address this, the study uses Payne and Frow's (2005) Strategic CRM Framework for a structured approach to query handling with escalation processes, tracking in real time, root cause analysis, and automated communication handling.

The key stakeholders' feedback and relevant literature were guide in the process of developing the proposed framework for service improvements. Recommended are a structured workflow based on SR numbers an escalation matrix with priority levels, automated of customer notifications, and confirmation of resolution levels with structured feedback collection. These improvements are aimed at establishing transparency, accountability, and responsiveness within the service environment.

The findings of the thesis provide a practical idea for developers to align with the digital transformation goals of the bank. The thesis proposes solutions that can be put into practice to make query resolution processes more efficient, improve service delivery and serve to increase customer satisfaction and trust in the bank.