Friday, February 1, 2008

Public Relations


What is Public Relation (PR)?

Public Relations is a strategic management function that helps in creating mutually beneficial relationships between public and the organization by adopting different methods of communicatuion.
"Public Relations is a set of management, supervisory, and technical functions that foster an organization's ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values." (Robert L. Heath, Encyclopedia of Public Relations).
According to Edward Bernays “ Public Relation is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.”
It would thus be observed that public relation is a form of communication primarily directed toward gaining public understanding and acceptance.
Objects of Public Relation:
The aim of public relations is to create goodwill and protect the image of organisation. It helps a commercial organisation in achieving marketing objectives by evolving and adopting variety of programmes for influencing public opinion in favour of a product, service or concept. It is an art of arranging the truth in an appealing manner. Public relation increases awareness level of people by informing them the things that have been done or are being done. It helps in attracting the attention of clients, consumers or the audience and builds mutual understanding, promotes harmonious relationship, and raises public's consciousness about a product, service, individual or organisation.
Many business organiations, government bodies, banks use public relations for public awareness, image building, and or for promotion and marketing products.
Public relations are cost effective and more credible. It can affect public awareness at a fraction of cost of advertisement.
Advertising and Public Relations:
Advertising is different from public relations. Advertisement is a paid publicity. The advertiser who pays for the ad space decides the message, its format, style and the time / period of publication. In case the message is to be telecasted through electronic media, the advertiser provides audio-visual of the message and selects the slot (prime or normal) for telecasting. While reading the advertisement on the print media or watching an advertisement on electronic media or a soap opera a person comes to know that the product or services being marketed is to boost the sales.
Appealing, catchy, and creative advertisements have lasting memory in the minds of masses. Designing advertisement is an art. Copywriters or graphic designers keeping in view the target audience design advertisements. Advertisements can be given any number of times subject to availability of funds allocated by the organisation for this purpose.
In case of public relations, a relationship with the print and broadcast media is developed. For getting free publicity for products/services, news is released to print and or electronic media in such a manner that the editor is able to develop an article to cover the event. The media publishes / broadcasts the news if it considers it to be newsworthy. Since it is not paid for it is a cost-effective way of getting the message/information released to public. However, the press release about a new product is released once, as an editor would never publish the same press release several times in the newspaper or magazine. Since a press release about a product or service or event comes from media, it has positive impact in the minds of masses and creates credibility .
Marketing Public Relations (MPR):
Marketing Public Relations is the integration of Marketing and Public relation functions. Both Marketing and Public Relation specialists have a common goal i.e. launching of product in the market for sales. However they approach differently towards the goal. Marketing public relations is the support system for sale of a product to potential customers by conveying information about the product or services. Their job is limited to preparing and disseminating information to the masses, the end user. They are not in actual sale of product, but they build strong corporate image in emerging and ongoing market.
Whereas, marketing managers are the field functionaries their aim is to boost sale and convert the product into cash. They are much more bottom line oriented. However, the job of marketing managers and public relation officials are interdependent.
Functions of Public relations:
In most of the organizations people working in public relation department identify the target audience first, and then tailor every message to appeal them. The target audience can be specific, general, nationwide or worldwide, but it is more often a segment of a population. Public Relation department performs following important functions;
1.Liaisioning:
Maintaining liaison with press, media, authorities, and institutions in the most positive way. Maintaining cordial press relations helps in getting the news published in the press and other media channels about the organization, its products and services.
2. Counseling:
Advising management about its image, position of institution, public issues, social responsibilities of the organization, public ramifications with regard to policy decisions and courses of action.
3. Publicity:
Designing / finalizing publicity material for specific products, services and publicizing them.
4. Corporate image building:
Anticipating, analyzing and interpreting public opinion, attitudes, and issues that might jeopardize corporate image and taking timely corrective measures to neutralize the adverse impact.
5. Undertaking studies:
Researching, conducting, and evaluating, on a continuing basis, emerging needs of the society, market, consumer preferences with a view to promoting, understanding of the organization and to have an edge over competitors or critiques.
Tools of Marketing Public Relations:
People connected with marketing public relation build corporate image favourably and assist in launching of new products by generating interest in the product and also by regenerating interest in the existing product loosing hold in the market. In case of adverse publicity by their competitors about the product or public encountering problems, they defend the product and the organization.
The main tool of public relation is press release, publication, events, and undertaking public utility services. It is a kind of two-way communication channel for bringing consumers and the management together
1.Press release:
It is a written statement distributed by an organisation to print and or electronic media having news value. It is different from a news article.A news article is the news ,a collection of fact complied by journalist for print ,or electronic media.Whereas, a press release is designed and prepared by the organisation and given to journalists for developing news or articles on the subject. A press release is organisation’s version about its achievement that is generally biased.
Press release is a method of free publicity. Regular and effective news release makes an organisation a source of news media. Favourable news about the organisation , its products enhances sales and reputation.
2.Publication:
To reach and influence their target markets organisations rely extensively on published materials, which include annual reports, brochures, articles, newsletters, magazines and audiovisual materials.
3.Events:
Organisations arrange special events like press conference, seminars, trade shows, quizzes, sponsoring sports, marathon races and cultural events for projecting corporate image and drawing public attention towards new or existing products and other services. Organising special events help in publishing the products, services, image of organisation and results in to trade enquiries, which generally culminate into sale.
4.Public Service Activities:
Undertaking public service activities such as organizing blood donation camps, free medical checkups, fund raising drive for a social cause, contributing money to a good cause builds goodwill of the organisation.
Conclusion:
Publicity and consumer relations are the important part of public relations. The aim of PR is to enhance the reputation of the organisation by shaping the image of its people and disseminating information about the products and services by generating positive publicity in the news media. The important goal of public relations is to create awareness of what the organization is, what it offers, and what it does. Public relations are the most valuable tool in accomplishing this.
Since public relations communicate messages through the news media, a successful PR person has to be a good communicator, he has to cultivate and maintain contacts with journalists.




Friday, January 25, 2008

Promotion in Banks



Human resource is one of the most important resources in an organisation. An organisation is known by the quality of its employees Organisational effectiveness depends on availability of the right kind of people at the right time as better people achieve better results. Technological improvements and tough competition in global market has necessitated the organisations not only to select the right type of staffs, but also to retain them..
As a part of human resource management, every organisation tries to acquire and retain skilled, competent, and motivated employees. With a view to retaining skilled employees, management offers opportunities for career progression through promotions.
Recruitment in Banks:
Banks recruit people in all cadres i.e. sub staff, clerical, officers and executives. Every bank has a recruitment policy. In most of the banks the ratio of recruitment in officers cadre is linked with the recruitment in clerical cadre, which is 1:3, i.e. for one officer three clerks are to be recruited.
Prior to June 2001 recruitment in clerical and officers’ cadre in public sector banks were done through the BSRB (Banking Services Recruitment Board). The board conducted both written tests and interviews and used to send dossiers of selected candidates to those banks for which recruitment was done. The banks did not have much say in the selection process. However, with effect from June 2001 BSRBs have been abolished and banks are free to have their own selection process. With the implementation of technology banks were saddled with excess manpower. After the introduction of voluntary Retirement Scheme
(VRS) in public sector banks they were advised not to fill up the vacancies arising due to employees opting for voluntary retirement. Banks are permitted to recruit technical and specialized staff for meeting their workforce requirements arisen from implementation of technology.
What is Career?
Career is the goal of life achieved through a chosen pursuit, a profession or occupation. Each person's career is unique and is a life long process. It refers to work related attitude and behavior. Dynamic, potential and growth oriented employees when not allowed to grow in the organisation start alienating and quit. This is a great loss to the institution. Therefore, organisations encourage growth and career development of employees.
Career development is the ongoing process of refinement and acquisition of skills and knowledge. It is professional development, coupled with activities related to career planning.
What is Promotion?
Promotion is reward for competence and good performance. Competence is the ability to use knowledge, proficiency, efficiency, and personal skills in performing a job. Competency of a person comes into light only after working over a period of time to a required standard.
Promotion or career progression is elevation from one stage to another in rank or position in an organisational hierarchy having more responsibility, more status more power and involves a higher level of job responsibility and decision making authority with higher pay or more prestigious work environment. It is matching an individual's career aspirations with the opportunities available in an organisation. It is practical method of utilising employees’ talent, skills and managerial capabilities. Promotion is a way of career progression
Promotion in Banks:
Banks recruit people in different cadres for carrying out various functions. Staff members in a bank can broadly be classified as sub staff, clerical, officers and executives.
Employees in any institution want to progress both in life and in the organisation. They desire to grow with the institution and do not want to stagnate. Stagnation is the silent killer of individuality. Promotion satisfies employees’ various needs such as social, recognition, respect and self-actualisation.
From time to time Government issues guidelines for internal promotion in public sector banks. The Board having regard to the Guidelines of the Government, and Indian Banks association if any, formulates guidelines and eligibility criteria for promotion. It also decides the system and the processes to be employed for promotion from one scale/grade to another. One of the Government guidelines stipulates that officers should have appropriate level of Computer Literacy for promotion to higher grade/scale.
Promotions from one scale to another or one grade to another are done on the basis of merit with weightages for seniority, educational/professional qualifications, etc., and minimum number of years of service put in the feeder grade. Promotion depends on the number of vacancies in each cadre / grade.
Banks have different promotion policy for each cadre of staff. However, the commonality for promotion criteria in all the cadres is

1.Minimum length of service in the cadre. The concept of minimum length of service for promotion from one cadre/ scale to another ensures assured career movement in the Bank.
2.Qualifying the written test (not applicable in some banks for promotion of officers from scale V onwards in executive cadre). Written test is for assessing the knowledge base and the preparedness/ abilities of the candidates for taking up positions of higher responsibilities.
3. Interview for judging personality, approach, ability to face challenges, communication style etc
4.Report on the past performance and potential.

Banks also have a policy for out of turn promotion to those employees who are outstanding sportsmen/sportswomen and those who apprehended dacoits/ robbers etc.
In some banks the concept of "Benchmarking" has been introduced so as to ensure the elevation of the right people in the Bank to man higher positions of responsibility. Benchmarking induces employees desire for increasing their knowledge base and motivates them in achieving higher goals/ challenges. It is a persistent drive for improving performance levels and augmenting skills and productivity.
What is Promotion Policy?
Every organisation has some system or policy for elevation of its employees to higher cadre. Promotion policy is a document that contains important guidelines for promotion from within the organisation and the criteria, procedures and factors for promotion.
It enables employees to know their career progression in the institution. A well-documented and transparent promotion policy not only creates trust in the management but also helps in boosting employees’ morale. It also helps them in sharpening knowledge and skills. Promotion policy can be either

a).Normal or
b).Fast track

Normal promotion policies do not give cognizance to the extra ordinary talent, ability, capability, experience, qualification, maturity level and performance of employees. An employee has to wait for his turn only after completion of a minimum period of service. This results into job alienation and talent migration.
To give talented employees opportunities of climbing organisational ladder faster, organisations have also adopted fast track promotion policy. Talented employees are given out of turn promotion after putting them to rigorous selection procedure. This helps organisation in retaining good performers and reducing the chances of their poaching by competitors.
Impact of Promotion:
Promotion from within the organization is a powerful employee motivator. Internal promotion generates loyalty through the recognition of individual merit and improved morale by fulfilling employees’ need for increased status. It not only has positive values relating to morale, employee’s long-run commitment; reputation of institution, but also helps in taking advantage of the presence of potentially fine staff amongst the lot of the employee. Promotion motivates and rejuvenates employees. It satisfies their recognition and esteem needs.
Conclusion:
Organisational hierarchy has pyramidal structure, which gradually becomes narrower at the top. Therefore, aspirations of all employees appearing in the promotion exercise cannot be met. Thus, every promotion exercise results into both sweet and sour experience once the results of promotion are declared. Those not selected adopt negative and critical attitude, approach and look into flaws in the promotion exercise and negative aspect of management. Their frustration becomes contagious.
It is therefore necessary on the part of management to counsel good, hard and potential workers for avoiding their drooping morale and recharging their energy level. Counseling works as a healing balm on their psychological wounds.
Promotion from within the organisation becomes dangerous when selection is not done on merits, when it is done not on what one knows but whom one knows. When it is done not on the basis of working but on the basis of networking.
Getting promoted to a higher cadre is not a passport to continue at the elevated position. In some organisations when the performance is not found satisfactory, or due to some disciplinary reasons employees are demoted to a position lower than what they were holding. A demotion is a change in class title. Demotion is the reverse of promotion.

Tuesday, January 15, 2008

TRAINING

Introduction:
In the current global scenario, business environment is rapidly changing. Today knowledge has become an important competitive advantage. Lacking competence and knowledge are the most critical factors restricting the development. The only competitive advantage that differentiates success factors of various organisations is effectiveness of its knowledge resource.
It is the quality of workforce, their abilities, capabilities, zeal, commitment, knowledge and intelligence that plays crucial role in the development of organisation and bringing it on the global horizon. Knowledgeable and trained staff is the power grid of an organisation. It is the responsibility of management to raise efficiency and standards of performance by developing workers.
Importance of Training:
Training is an essential ingredient for improving the quality of work force and their efficiency. It enables employees to acquire new competencies and prepare them to operate effectively and efficiently. It facilitates in bringing out latent talent and incites the inner as well as outer behaviour of the workforce.
Our knowledge is not steady and is ever changing. It becomes obsolete and blunt unless brushed up and sharpened on continuous basis. Therefore, improving or obtaining new skills by employees is must for survival of the institution. This has resulted into the growing need for training and development programmes. The more knowledge the workforce has, the more wealth the organisation would be able to create.
Management’s Role:
Every organisation has to be committed to the development of its workforce and training is an important tool both for the growth of employees and that of organisation. It is a prerequisite for the qualitative development and effective management of human resources. It is the systematic development of the attitude, knowledge, and skill pattern required by employees in performing the job efficiently. It is an investment in human development and the root system of the organisational tree.
Purpose of training:
The purpose and object of training is to enhance knowledge of employees, develop their inner personality, potential and outer efficiency so that they can perform better, operate efficiently and effectively in the changing environment. Training provides theoretical, technical and behavioural knowledge to employees and triggers their thinking process and moulds their behaviour, attitude and aptitude towards job and the institution and plays important role in retaining talent .It provides skills to both new entrants and existing employees in discharging responsibilities and in performing job. In view of the variety of activities now being undertaken by organisations, multifarious training needs of their staff have arisen.
Training to new entrants:
The newly recruited employees can be classified in to two broad categories. Those who are new in the employment market and had no prior experience before joining the organisation, and those who had worked earlier and have switched over from other jobs.
Those who join with no previous experience, start with a clean slate on which nothing has yet been written. They have to learn to have a broad idea of their job, systems, procedures and practices and responsibilities in the organisation.
Those who already had previous work experience have first to unlearn the system, practices, approach and behaviour learnt in their previous organisations and have then to learn and mould themselves in accordance with the culture, philosophy, systems, procedures, and practices of the new organisation.It takes time to unlearn.
Attitude of employees towards the organisation and the job are shaped by the experience during the initial period of joining. Employees take interest in the job when an opportunity to learn is provided to them, when some one is willing to guide, instruct and solve their intellectual impatience and invigorate them; revive their enthusiasm, morale and confidence. Training is the source of inspiration to both new and existing employees.
Skills needed for Job:
Basically employees require following skills for performing job.
1.Technical Skill:
Technical skill is the knowledge about the systems, procedures rules regulations, methods, techniques, and equipments. It is acquired by experience, in house job cards, education and training.
2.Behavioural Skill:
It is the skill related to working with and through people, understanding peoples’ motivation, effective leadership, inter-personal skills for leading, motivating and communicating with the peers, sub-ordinates, superiors and public.
3.Conceptual Skill:
Conceptual Skill is mental ability to analyse, interpret information received from various sources. It is ability to understand the complexity of organization, use of self-knowledge in organisational goals, inter- relationship in various departments, overall policy applications, formation of cohesive groups etc.
Requirements of these skills depend on the position an employee has in the organisational hierarchy. People at the grass root level need more technical skills and less conceptual skill. Whereas, persons occupying higher, top, supervisory positions need more of the conceptual skill and less of technical skill. As one moves up in a hierarchy, decision making and monitoring becomes more and more prominent, one need to have different skills for managing people, managing team, guiding them and taking major decisions. Since organizations are people centric, requirement of behavioural skills is common for the work force at all the levels.
Imparting training:
Since training is a necessity for effective performance and efficiency of institutions, designing training is far more than devising courses. Employees are trained in the following ways: -
1.Orientation
2.On the job training
3.Job Rotation
4.E-learning
5.Self Learning kits
6.Off the job training
1. Orientation:
Immediately after a new entrant joins, he is provided induction/orientation training. In addition of giving him an overall view of the activities of the organisation, corporate philosophy, objectives, job responsibilities and management’s expectations from the him, he is given basic skills in performing the job. Seniors and specialists in the field also address new entrants. The training enables management to understand new employees’ interest, aspirations and attitude and divert their energies in accordance with corporate policy and psychology. Once the induction/orientation training is over training for developing work related skill is provided.
2.On the job Training:
Place of work is the center of learning. Knowledge comes from work, provided one knows how to manipulate it. Under this system the employee is attached to a particular seat and is kept under the supervision and control of expert in that area of operation. He is thus exposed to various aspects of the job and gets hands on training on the job. By observing skills, techniques of trained workers and sharing information, he learns finer aspect of the job and intricacies related to that aspect of working. Experts remove his doubts, if any on the spot.
On the job training sharpens technical skills more than conceptual skills, which is the foundation of knowledge. Unless people are exposed to variety of new responsibilities on a regular basis, their ability to think, visualize future challenges for facing them will not develop.
3.Job Rotation:
One of the objectives of job rotation is to broaden the knowledge of staff. By transferring a person from one assignment to other, he is exposed to various aspects of the work and learns new skills while performing various aspects of job.
Employees learn about different functions when rotated into different positions. Job rotation increases experience, which in itself is knowledge.
4.E- learning:
Developments in the information technology has made it possible to provide knowledge enrichment to all section of employees as per their convenience. The training is provided thorough virtual training and knowledge hubs created on the intranet of the establishment.
Study material on various aspects of job and skill related topics are uploaded on the intranet at regular interval in addition to general topics related to the nature of activities being undertaken by the organisation. Employees knowledge quest is also satisfied by dealing with frequently asked questions (FAQ). Employees can log in the intranet at any time and can go thorough the material and enrich their knowledge. Some organisations have made their intranet site interactive where experts give answers to the quarries raised by employees.
5.Self-Learning Kits:
Many organisations provide professional and technical material to their offices either in the form of a Compact disk or in the form of a book (Book of Instructions). With planned reading an employee can increase his knowledge.
6.Off the job training:
These are basically of two types i.e. Internal and External.
1. Internal:
Imparting training in own training establishments’ falls under this category. In this type of training, employees come in touch with their counterparts working at different locations of the same organisation. The training helps not only in enhancing job knowledge and job-related skills but also helps in building behavioural and relationship bondage.
Sharing of experiences with co-workers gives an insight to the trainees in understanding and appreciating the problems being faced by their counterparts at different locations and how have those been addressed. It thus prepares a person to face unforeseen future challenges .The relationship built also speeds up the process and reduces delay in day-to-day operations where the operations involve inter branch/ interoffice transactions.
For making training effective it is important that the criteria used in the classroom situation resemble as closely as possible the criteria relevant in the working environment.
Training establishments use following methods for imparting knowledge.
a.Chalk and Talk method
b. Group discussion
c. Project work
d. Videos and computer teaching
e. Role-playing exercises and simulation of actual conditions
2. External:
Employees are sent to other institutions for training for specialised functions for which expertise is not available with the in house training establishments of the organisation. In addition to learning new skills and working as a group member in a team, it helps employees in building inter-organisation relationship, confidence and broadens their vision in seeing a problem or proposition from others angle.
Training and Responsibility:
Training is a continuous process. It does not cease just because a person has learned a job well. The most valuable people are those who can take over any number of tasks or responsibilities and do them well and handle multi tasking efficiently and effectively.
Good training requires proper post training deployment of employees and assignment of a reasonable level of responsibility. The responsibility should be in line with the employees’ training and previous experience. Training without any proper utilisation and responsibility results in to poor response to training. In some organisations, those who know and do the job better get less opportunity to learn another. After a time the job turns out to be of a routine nature and the employee either becomes incapable of change or looks elsewhere for other knowledge pastures. Training in new areas of work is a challenge. It provides flexibility of staff that is essential ingredient of an efficient organisation.
Learning and Training:
People in the organisation are to be developed simply for the reason that they are human beings, they have cognitive abilities and thinking capacity. Human being is teachable and can be developed and motivated through sustained efforts. Man can know more and more because there remains at every stage of knowledge some thing unknown. A constantly developed human being becomes an asset for the organisation. Knowledge deprived and stagnated human being is a frustrated person who alienates from the job. He is not only a liability to himself, but also a liability to his organisation.
It is not that the work is great. It is the knowledge behind the work that makes the difference. If the attitude of the work force is good, work is good and if the attitude is wrong, the work is wrong. Wrong attitude reflects drought of knowledge in the work force and improper knowledge management in the institution.
Training modifies knowledge, skills, attitudes and behaviour and broadens employee's horizon as it focuses on learning the skills, knowledge, and attitudes required to perform a job or task or to improve upon the performance of a current job or task.
Training and learning are two different things. When an individual is in school or college he is taught. When he is in service he is on his own. For pursuing career, he has to remain updated about the technical environment, economic development and business requirement of the job.
Training is essentially a skill related learning process. Its aim is to develop employees for job, and to enable them to solve organisational problems. It results into productive work efficiency and inward personal or character efficiency. It stimulates thinking and leads to excellence in action. This is achieved by well-documented training and development process.
Learning is a continuous process. It is a process in which the individual not only gathers new knowledge, but skills, attitudes, feelings, values, experiences and contact that produce changes in his or her behaviour. It consists of change, development, growth and maturation. Part of learning is target oriented and planned activity, while the other part of it is incidental and unexpected. For continuous involvement of trainees in the training programme, trainer has to make the entire method and process of training interesting and has to provide conditions for stimulating the desire to learn more. He should know that learning is selective. “ A man does not learn any thing, he does not love”.
According to Ruskin “ Education is not knowing more, but for behaving differently. ” According to Albert Einstein “ I never teach my people, I only attempt to provide conditions in which they can learn”.
Role of Training:
The role of training is more important. It helps in mutual sharing of resources and expertise in competency building in various areas. Only with the forceps of knowledge, the thorns of doubt can be removed. Learning is a process of that changes beliefs, attitudes, feelings, and knowledge. It is process of growth of latent abilities, personality, system and decision-making ability. It improves methods of performance.
Effectiveness of Learning:
Every one has inherent desire to enhance and upgrade his knowledge. A person learns when he is willing to learn and feels that what ever is being taught is useful to him. Basically learning depends on the learner. Learning is optimum when the environment is warming, supportive and accepting. The learner involves himself with learning activity when he feels safe and assured that his failures would not be laughed at. Learning also depends on intimacy. It is high when trainer has high intimacy with the trainee. It is slow when intimacy is low.
Training Need Identification:
Without competent and efficient human resource, an organisation cannot prosper. Therefore it has to have a well-laid training policy aiming at all round development and skill up gradation for employees. It has to decide the kind of people required to manage organisation. Suitable training leads to enhanced performance of the employees and faster realisation of organisational goals. Training, retraining and redeployment of trained staff is must. Training need identification is necessary for improving individual performance and developing new skills to meet business requirements or for career growth.
What is training need analysis:
Corporate goals, market conditions, competition, new products, future plans future vision and type of inputs and skills required meeting the challenges influence training. Training has therefore to be based on the need analysis derived from comparison of actual performance and market behaviour. On the basis of this analysis, specific job performance skills needed to improve performance and productivity are identified and training needs and methods for overcoming the deficiencies are undertaken.
For effectiveness of training it is essential that the class of employees identified for training should be homogenous, that they should have same level of education, experience and skills. Since the level of knowledge is different at different level there cannot be a uniform design or structure for all category of staff members. Hence different level of inputs and methodology are to be adopted for different level of employees.
For making the training effective and meaningful evaluation of the effectiveness of training is done by obtaining feed back of trainees and observers if any. This helps training system and the management in knowing reactions of trainees towards content and delivery and in identifying the needs to modify the inputs, methodology so that the objectives of training are met.
Training is an art and should be entrusted to those within an organization who has an aptitude for it or who have received special training in the instructions.
Conclusion:
Pumping of any amount of capital does not flourish business and make it profitable. It is the knowledge, backed with imagination and innovation that makes the business vibrant and profitable. It is not the physical asset, but the intellectual asset, which is the driving force for an organisation.
Indian banking is currently poised for far reaching changes. The emerging business profile of banks is basically in non-traditional areas, venturing in new financial products and services. To face competition head on, bank are continuously innovating new areas of operations and improving skills.
Due to technological advancement business of banking is becoming more scientific and systematic. All these have forced banks to provide its work force skills in latest techniques and for this the only probable answer is training and retraining. Effectiveness of training depends on the seriousness of management. When executives, managers attend training programmes with all seriousness it indicates their commitment to human development.
Excellent executives look to the future and prepare for it. One important way to do is to develop and train staff so that they are able to cope up with new demands, new problems, and new challenges and can foresee likely scenario.
Good results can be achieved through a systematic approach to develop workforce through training. Progressive organisations go one step further in their training and development approach. They plan well in advance the new competencies created by technology and the external environment and design training plans, which focus on present and future.
Reference:
Khanna P.K.,” Knowledge Management”, In: Papers from Delegates, Bank Economist’s Conference 2003.




Thursday, January 10, 2008

Personnel Inventory System

Introduction:
The future and success of an organisation depends on its ability to match and manage knowledge, experience, skill and talent of its workforce that can bring innovative ideas, perspectives to their work and understand the various niches of the market. An organisation needs people with diverse knowledge, talent, experience and cultural background for facing competition and meeting challenges.
Need for Personnel Inventory System:
For meeting the demand of its products in the market, an organisation maintains detailed inventory of its products. Similarly it also maintains an inventory of its work force required to handle a particular job. The first step in proper planning of human resources is to prepare an inventory of the knowledge, skills, and abilities of each employee. This not only gives an insight to the management in ascertaining competency, ability, readiness and willingness of employees towards shouldering of higher responsibilities but also helps management in finding out shortage or surplus of talented workforce. It helps management in forecasting talent gaps and planning strategies for meeting those gaps and utilising the available talent efficiently.
Personnel Inventory system is the process and method of maintaining data base of employees containing complete personal information about their background, competencies, proficiencies, talent, transactional capabilities, job status, skills attained, pay structure, behaviour pattern, personality traits, performance, preferences, experience, family and socio cultural back ground. The information on various personal and professional aspects of employees is updated at regular intervals. It helps management in utilising right people with the right skills at the right time by tracking their talents, skills and proficiency required for meeting its goals, plans and translating organisation’s vision in reality.
Maintaining Personnel Inventory:
Personnel inventory is a confidential record, which contains observations of superiors about the attitude, conduct, behaviour and performance of an employee. Observations about employee’s behavior that could adversely impact customers and reputation of organisation,
There are many ways to maintain and create inventory. It can be in the form of a simple card catalog or index or on computers with the help of software. Maintaining information on computers with the help of soft ware enables management in taking quick, pointed, scientific and logical decision on various managerial aspects of employee.
Maintenance of inventory depends on the type of organisation and the activities carried out by it. However, broadly it contains the following details.
1. Demographic details:
This contains information about family, mother tongue, marital status, number of dependents, permanent address, health-related issues etc., of an employee.
2.Educational and Skill Description:
It contains both technical and professional qualification of employee, his basic and technical skills, proficiency in other foreign languages, trainings, seminars and courses attended, skill gaps and training needs.
3.Employment details:
Date of joining, cadre /grade /capacity in which joined. Particulars related to previous employment and job responsibilities held.
4.Mobility details:
Postings and experience gained in various departments, tenure of working at different locations if the organisation has establishments at other geographical areas.
5.Honesty:
Observations about the integrity of employee and disciplinary action if any taken against him.
6.Performance:
Performance appraisal ratings, special achievements and assignments if any.
7.Attitude, approach, values and work Behaviour:
Decision-making, risk taking ability, sense of responsibility for performance, drive, interest and potentiality to perform job. Behaviour at the workplace, approach towards superiors, peers, subordinates and customers.
8.Stress Tolerance:
Ability to tolerate stress and keeping cool and maintaining mental equibilirium in adverse situation.
Advantages of Personnel Inventory System:
A). It helps organisation in increasing competitive advantage by;
1. Increasing productivity and profitability by utilising right persons with right attitude for the right job.
2.Strengthening customer service by deploying those who have liking for marketing, public relations, and dealing with people.
3. Minimising work-related problems
4. Reducing employee turnover
B). Workforce Planning;
1. Forecasting talent availability, gaps, needs of the organisation on the basis of emerging challenges in the market and the rate of growth projected by the management.
2. Bridging the gap arising due to retirement, resignation and turnover of employees.
3. Grooming employees for new opportunities that fit their career interests and capabilities.
4. Career planning, career counseling for employees to help them move up.
5. Identifying and grooming internal talent for meeting challenges arising due to globalisation.
6. Leadership development, and succession planning
C). Job Identification:
1. Helps in Internal placement of employees by identifying suitable and right person for undertaking new or additional responsibilities.
2. Helps in identification of suitable employees for managing key positions in the organisation.
Conclusion:
A proper personnel inventory system enables management to utilise its human resources properly. It also boosts employee’s morale and motivates them in giving best out of them, as they know that they will be taken care of.

Friday, November 30, 2007

Performance Appraisal



Jobs are becoming more challenging and demanding day by day. Consistency in progress and development depends on the quality and effectiveness of the workforce. Organisations have therefore to create an environment for motivating, retaining and rewarding good performers. Taking stock of the workforce and assessing their performance on regular intervals, helps management in utilising the potentialities, abilities, talent and capabilities of employees to the fullest extent. Just because a worker is performing effectively, does not mean that he would continue to perform effectively in future. Organisations need only performers. Employees receiving poor appraisal are termed as non–performer. No employer can tolerate poor performance, as poor-performers are parasite on the institution. They can either be shown the door or can be counseled groomed to cope up with the new emerging challenges. All depends on the circumstances. As organisations want to grow with the performing employees, they too want to grow with the job and with the organisation.
Why Performance Appraisal?
Organisations employ people for performing various tasks. It is the basic need of the management to know whether employees are performing and achieving the goals of the institution. What difficulties are they facing in discharging duties and what can make them excellent performer. How their efficiency, effectiveness can be enhanced, sharpened and properly channelised for the betterment of the institution. Performance appraisal is one of the systems for understanding and evaluating the performance of employees. It is an important tool in the hands of management for tracing, measuring and documenting performance towards achieving results.
Advantages of appraisal:
The spirit behind performance appraisal is to continuously improve individual performance for improving overall productivity of the organisation. It helps an organisation in communicating and reinforcing priorities, goals, and work values to employees. It helps them in knowing their duties, responsibilities and management’s expectations. Performance review not only covers the specific performance objectives for the individual employee, but also covers the overall standards and work values of the organisation. Employees’ productivity is enhanced by encouraging them with financial or non-financial rewards and incentives. Performance of poor performers is improved by providing them training in the areas of deficiencies.
Performance appraisal provides feedback to employees about their performance and work behaviour. It helps them in identifying their needs for development and getting over performance deficiencies. It also acts as a motivating factor.
Procedure involved in Performance Appraisal:
Every employee wants to know the expectations of management, his responsibilities and duties, and the feedback about performance. Therefore, the first and foremost step in performance appraisal is to determine the results that the institution wants an employee to achieve. Assessment of performance enables management in distinguishing between high and low performers. Appraisal is done on a pre-designed standard form, as off–the–cuff evaluations generally defeat the purpose.
Basically appraising involves following steps
1). Setting of work standards:
It is defining the key job responsibilities and objectives that an employee has to perform. These are decided and documented at the beginning of the year by the reviewing authority with mutual consultation and agreement. It enables an employee to know his prime responsibilities during the year. If a job responsibility needs revision, employee can discuss with his supervisor for revision in key performance areas. Standards should be clear and specific so that employee understands his duties, expectations, and how his work is linked to the overall goals of the organisation. It should be simple and expressed in measurable terms. Setting of work standards is like entering into a memorandum of understanding between superior and employee.
2). Periodicity:
Periodicity and system of review differs from institution to institution. In some organisations appraisal is done annually and in some, performance is a reviewed continuously. Performance evaluation acts as a feedback to an employee about his performance, efficiencies, deficiencies and management’s expectations. It helps him in improving potentialities and performance. Working in any organisation and not having one’s progress periodically evaluated is like playing a game without keeping a score.
3). Who assesses performance?
Those in daily contact with the employee’s conduct, output and performance can best measure performance. In some organisations, subordinates, peers, group members, or a combination of one or more review employee’s performance. The system of getting performance reviewed by cross section of employees reduces chances of injustice to the person whose performance is being reviewed.
4). Assessment of actual performance:
Performance review is not a once or twice yearly task, but a full-time duty. One way to assess performance is through a formal review on a periodic basis. At the end of the designated time period, the supervisor discusses with the employee his performance and evaluates it in accordance with the established performance objectives, standards mutually agreed and accepted. The performance review process is a collaborative effort between supervisor and employee; therefore, it needs to be formal and fair. Performance is judged both on qualitative and quantitative parameters. By turning the appraisal into a real discussion, the supervisor learns some insightful information that could help boost employee’s performance in the future.
Objectives of Performance Appraisal:
Performance appraisal is an integral part of management. It is powerful and effective management tool for managing and measuring performance of employees. It enables management in identification of aspiration, competencies, talent, capabilities, and potentialities of employees that in turn can result into growth and development of the organisation. It provides job role clarity to employees and helps them in knowing their duties, responsibilities, and expectations of the management. It prepares them in improving their current positions and future opportunities. The objective of all performance appraisals is to
* Review an employee’s overall achievement, based on established performance objectives.
* Review his work related behaviour, willingness to accept reasonable responsibility and learning new skills, attitude towards taking initiative, his attitude and behaviour with colleagues , ability to work in team .
* To judge the integrity of employee in the conduct of work.
*To measures performance of employees in his key responsible areas and rewarded performers either by giving monetary benefit or promotion or both.
*To take appropriate corrective measures against those who are poor, ineffective or non-performers either by showing them the door, or by persuading them to improve or by making them a part of performing team so that group pressure may improve his performance.
* To identify individual’s specific developmental needs for improving the performance.
*To know the strengths and weaknesses of the organisation. Bottlenecks, deficiencies and difficulties being faced by employees in discharging their duties so that corrective measures can be taken.
*To gather useful data on the abilities, potentialities and capabilities of employees for shouldering higher responsibilities or jobs where those skills can be better used.
* To identify, skill gaps and bridge them by imparting training.
*To develop career goals for employees for better performance and stimulating their latent desire for self-development.
*To give opportunities to employees to highlight their performance (self appraisal) and achievements from their perspective.
*To know about employee’s aspirations, their developmental and training needs and what can make them good performers.
*Providing constructive feedback, both positive and negative to employees and the areas needing improvement.
* Know whether he is punctual, regular and respects the value of time for self and others.
Effective performance appraisal recognises employee’s desire to progress. It helps him in identifying strengths and weaknesses and in improving performance for future responsibilities and assignments.
Types of Appraisals:
1. Appraisal for confirmation of service:
Every institution has a definite period of probation for new entrants. During the trial / probation period employees performance, attitude, approach, behaviour, remain under close supervision and observation. Employees are confirmed in the service when their performance is found satisfactory. Many organisations have separate appraisal forms for confirmation. To name a few, these forms contain detailed information about various aspects of employees’ performance, behaviour, attitude, and approach exhibited during the probation period. Management takes decision of retaining or terminating the services of employee on the basis of the appraisal report. Therefore, performance appraisal for the period of probation plays vital role in the organisation, as any wrong assessment may adversely affect future of the organisation.
If reviewing authority feels that on all the major parameters the probationer has performed well but in some minor parameters he was found wanting the probation period is extended with a view to giving him an opportunity to improve. In such an event employee’s probation period is extended and his appraisal is done accordingly.
2. Appraisal for Extending the Probation Period:
While extending the probation period, the reviewing authority mentions both the strong and week areas of the probationer, areas needing improvement and the reasons for recommending extension along with the period of extension. After satisfactorily completion of the extended period of probation, performance is again reviewed for confirmation.
3. Comprehensive appraisal:
As per the system, procedure and practice prevalent in an organisation, performance of employees is reviewed at regular intervals. It is generally conducted once a year. However, in some organisations mid-term review is also done. In mid-term review, the reviewing authority elicits response, views of reviewee and communicates deficiency or excellence in his areas of performance. This helps in identifying the problems that hinder effective performance and keeps open the communication between the superior and subordinates.
4. Change in position:
In addition to regular review, some organisations review performance of employees at the time when they are due for promotion or elevation in organisational hierarchy. The performance review plays important role in taking decision about career progression of employees. Organisations also obtain self-appraisal from employees, thus giving them a fair chance to bring to the notice of the management about their achievements.
Popular methods of appraisal:
1.Ranking of all employees in a group:
Under this appraisal system, instead of reviewing performance of individual employee, performance of all the employees working in the group, division, or department is reviewed. The under line principle is that the out put or performance is the result of teamwork. Common rating is awarded to all the employees in the group. The draw back of this system is that it becomes difficult to distinguish between good and bad performers or non-performers. The good performers get frustrated and demotivated.
2. Peer Ranking:
In the peer ranking approach, performance of an employee is assessed in relation to other employees. Pitting of one employee against another creates negative impact on performance, which adversely affects collaborative environment at the work place. In case of large number of employees, it becomes difficult to rate performance of an employee objectively.
3. Ratings:
Under this system employee is rated as above average, average, and below average. Critical incidents i.e. favourable and unfavourable performance is recorded. Unless the organisation have scientific and logical rating system, subjectivity and bias plays major role in this type of performance review.
4. Weightages:
Employees’ performance is appraised on various objectives, parameters and attributes which are assigned different scores and weightage. The reviewing authority assigns scores against those objectives, attributes and parameters. The reviewee is rated on the basis of his total marks. The probability of subjectivity is minimal.
5. 360-Degree Review:
360-degree is the most comprehensive appraisal. It is multi source assessment, which includes self-ratings, peer review, and assessment by superiors. Feedback is sought from everyone. 360-degree review gives a chance to reviewee in knowing how others view his skills and style. It brings out those things, which are normally never spoken. It helps in reducing tension and improving communications, and raising employees' performance. It helps in improving communications between people.360-degree review helps in bringing out every aspect of an employee's life whether it is cooperation with people within or outside the department, attitude towards peers, subordinates, and customers. This system also helps in eliminating conflicts. The review has high employee involvement and has strongest impact on behavior and performance as it provides people with a good all-around perspective. The employee has to be psychologically matured and not to be sensitive to criticism as probability of conflict arising out of adverse feed back from peers may strain interpersonal relations.
Self- Appraisal:
Self- Appraisal is based on the idea that no one knows the job better than the person performing it, therefore his involvement is essential. He is expected to narrate his achievements Vis-à-Vis key responsible areas, outstanding performance; self perceived training needs, constraints, areas of strength, weakness and factors that may improve performance. Self- appraisal enhances dignity and self-esteem of employees and plays important role in his development.
Self-appraisal is doing self-introspection and genuine analysis of one’s own performance. It is identification of individual’s strengths and weakness .It gives employee an opportunity to analyse the causes of his success and failures, and how to become an effective performer. The general impression is that self-appraisal tends to exaggeration and employees rate themselves high. However, studies have shown that most employees find it difficult to evaluate their own performance and they tend to under rate their performance.
Self-appraisal is a kind of feedback to management about on the job and off the job problems, difficulties faced by employee in discharging duties and responsibilities. It is an opportunity to employee to bring to the notice of management his outstanding performance and achievements which might have been overlooked by the authority reviewing the performance.
Role of Supervisor / Appraiser:
The immediate supervisor who does the actual appraising has to be familiar with the basic techniques of appraisal and should avoid problems that can cripple an appraise. Appraiser has to be fair in his judgment. He should be able to judge whether the employee could have put in more effort in work, or could have made better use of the resources available to him. He should know the difficulties and also the constraints under which employee worked. Adequate credit is to be given for ability of performing more than one task i.e. shouldering multi tasking responsibilities, handling special assignments during the review period. Appraising authority has to gain the respect and confidence of his subordinates.
Problems in Appraisal:

1.Halo Effect:
While reviewing the performance it is necessary that reviewing authority have a comprehensive view of subordinate’s, personality, strengths, weaknesses, specific traits, work environment, relationship with superiors, peers, subordinates. In many cases while reviewing the performance, the reviewer is influenced by one particular quality or performance parameter of his subordinate and may rate him high or low, this is known as ‘Halo effect’. This is due to the strong bias towards the revieeew. Thus the ratings based on one-trait are unrealistic. The problem occurs with employees when they are friendly or unfriendly with supervisor.
In the study conducted by Heneman, Greenberger & Anonyou (1989) it was found that subordinates are divided into ‘ two groups: in-groupers and out-groupers’. In groupers are those subordinates who are favoured by their supervisors. They enjoy "a high degree of trust, interaction, support and rewards" in their relationship with the boss.
On the other hand, out groupers do not do as well. They appear to be permanently out of favour and are likely to bear the brunt of supervisory distrust and criticism. Supervisors tend to judge them as either good or bad.
It was found that when an in grouper did poorly on a task, supervisors tended to overlook the failure or attribute to causes such as bad luck or bad timing; when they did well, their success was attributed to effort and ability. But when an out grouper performed well, it was rarely attributed to their effort or ability. And when an out grouper performed poorly, he was termed as lazy or incompetent. This bias lead to a distortion of the appraisal process, and results into a source of frustration for those employees who are discriminated against.{ Heneman, R.L., Greenberger, D.B. & Anonyou C., (1989) Attributions and exchanges: the effects of interpersonal factors on the diagnosis of employee performance, Academy of Management Review, Vol. 32, No 2.}
2.Central Tendency:
Some appraisers do not prefer to give high or low marks against any parameter. As they do not want to spoil personal relations with low performers and do not want good performers to get rewards. They play safe and rate every employee as average. This tendency is known as ‘Central Tendency’. They have a preconceived notion that subordinates given a high rating may expect immediate rewards or employees given a low rating will become troublemakers. This reflects self-inadequacy of appraiser.
3.Leniency:
With a view to appear ‘ nice’ to the reviewees, reviewing authority assigns high marks leniently on all parameters, sacrificing objectivity. This defeats the spirit behind performance review.
4 Strictness:
The problem occurs when a supervisor has a tendency to rate all subordinates low.
5.Bias:
It is the tendency to differentiate employee on the basis of age, race, and sex while appraising. Even previous performance can also affect the evaluation of current performance.
6. Disruptive bias Matthew effect:
It is named after the Matthew of biblical fame who wrote, "To him who has shall be given, and he shall have abundance: but from him who does not have, even that which he has shall be taken away."In performance appraisal, the Matthew Effect is said to occur where employees tend to keep receiving the same appraisal results, year after year. That is, their appraisal results tend to become self-fulfilling: if they have done well, they will continue to do well; if they have done poorly, they will continue to do poorly. The Matthew Effect suggests that no matter how hard an employee strives, their past appraisal records will prejudice their future attempts to improve.
{Gabris, G.T. & Mitchell, K., (1989), The impact of merit raise scores on employee attitudes; the of performance appraisal, Public Personnel Management, Vol 17, No 4 (Special Issue).}
7.Other flaws:
Instead of reviewing the performance for the total period of review, reviewing authority sometimes assigns marks on the basis of the recent past performance. Some reviewing authority tend to review performance of their subordinates on the basis of how their own performance is going to be evaluated. Some reviewing authorities consider performance review as an opportunity to settle scores. Many reviewing authorities do not rate subordinates better as they apprehend that the subordinate if elevated may supersede him. In those cases where two persons in the same grade and rank work together and one person by virtue of holding position perform the functions of reviewing authority, the reviewing authority underrates colleague, as the person is a direct competitor in career progression. While appraising performance of employee, a prudent reviewing authority should be free from all above flaws, personal prejudices and errors. His biggest challenge is self-discipline, to be more objective while evaluating performance of his subordinate.
Performance review in Banks:
In most of the nationalised banks in India, performance is reviewed once a year. Banks adopt two-tier system for performance review. The immediate superior under whom a person works first reviews performance. Thereafter, an authority higher than the one who had evaluated the performance evaluates performance of the concerned employee on the same parameters. The objective is to have fairness in appraisal. Both the authorities award numerical marks. Thereafter average of marks allotted by both the authorities is worked out and grading is done on the basis of pre decided range mentioned the review format. In banks, performance review system is a closely guarded system and is considered to be confidential. Generally no discussion is done with the employee at the time of review. Hardly any feed back about performance is given to him and employee remains in dark.
Following are the important parameters on which performance of an individual is evaluated;
1. Knowledge level of employees. :
Progress of an organisation depends on efficiency, knowledge and competency of its staff. Employee’s performance is directly linked to his knowledge of rules, regulations intricacies about the job, economic development and opportunities. Hence one of the important parameters in performance evaluation is Job Knowledge of the reviewee, his ability to learn new things and approach towards work.
2.Work performance:
An employee knows well in advance his key responsible areas and expectations of management, as the immediate superior in consultation with the employee decides it. Hence, another important factor in appraising performance is evaluation of actual performance with the agreed one. Whether business growth and cost control were in accordance with the agreed and accepted targets?
3. Attitude, Behaviour and Personality:
Attitude and behaviour of an employee affects the work environment and image of the organistion. It also has impact on business and customer service. Therefore while reviewing the performance reviewing authority judges employees willingness to assume responsibilities, level of dependency during difficult or challenging situation, his stamina and stress tolerance ability, honesty and integrity, initiative-and innovative approach, maintaining interpersonal relations, approach towards superiors, peers, subordinates, customers and coordination with other segments of organisation for achieving business goals without shirking responsibility.
4.Leadership:
Working in organisation is not performing in isolation .It is a teamwork. Without the support and cooperation of superiors, peers, and subordinates work cannot be performed effectively. Leadership plays an important role in motivation, harnessing dormant abilities and talent and promoting mutual trust and respect. A leader can make or mar the institution. Therefore leadership qualities have major role to play in achieving corporate goals and objectives.
Reviewing authorities therefore evaluate employee’s ability in development of team spirit, approach towards delegation of responsibilities, capacity to lead in crisis and quality, prudence, quickness, consistency in decision-making and ability of maintaining congenial work environment.
5.Administrative skills:
It covers enforcing punctuality and discipline at the place of work and judicious use of infrastructure. Handling grievances and ability of counseling.
6. Observations and Opinion of Reviewing authority:
As an employee remains in close contact, observation and supervision of the reviewing authority. Therefore, he knows positive and negative traits of employee, his ability to shoulder higher responsibilities, his areas of interest and training needs and how can he be made a better and excellent performer, in which assignment his latent /dormant capabilities can be best utilised so on so forth. Thus these observations in performance appraisal plays important role for taking managerial decisions.
Role of Reviewing Authority:
Success of any system depends on its credibility. The quality of appraisal process depends amongst others, on the nature of day-to-day “supervisor–subordinate relationship”. Without a good supervisor– subordinate relationship, no performance appraisal system can be effective and meaningful. The performance review should be objective. Reviewing Authority has to play basic role of developer of human resources i.e. his subordinate(s) working under him. Therefore, endeavour has to be made by him to integrate needs of the institution and individual growth & development of reviewee.
Conclusion:
Performance appraisal is a part of career development and the main object is to continuously improve employees’ performance, by giving them feedback on performance and improving performance by imparting training, which in turn helps in improving overall performance of the institution. Unfortunately in most of the organisations performance appraisal is used as a tool for revising salaries. With a view to eliminating probability of injustice due to central tendency, hallo effect, bias etc., some organisations also seek reports on performance of employees from different persons under whom or with whom the person had worked. For making the whole performance management process meaningful the entire system needs to be formalised and documented. The efforts have to be made to improve the performance in view of high competitive environment and on the other hand to retain the talent available in the organization. Good organisations seek to improve employee productivity through personal development and their enhanced involvement in operational matters.

Tuesday, October 30, 2007

Human Resource Development and Management


Necessity of Work Force: -
We need capital for economic activities. It is a general belief that shortage of capital creates bottleneck for industrial development of a country. However, it is not so. The question is can an organization function without experienced, knowledgeable, dedicated and motivated work force? Bottleneck arises due to inability on the part of organization to recruit and maintain a good and qualitative work force. It is the human capital, which is important. It is man that makes money. Money does not make man.
Machines have made in road in the organizations, they are tools in the hands of man .It is the man behind the machine continues to play the crucial role. People are our most valuable asset, which is never shown as an asset side in the balance sheet of an organization, although a great amount of money is invested on this. What we see in the profit and loss in the balance sheet are the expenses incurred on human resources. When we consider human as a cost, it is obviously a liability, and when we treat expenses on human as investment, they are asset.
Need for Human Resource Management:
In the era of intensified global competition, deregulation when technical advances have triggered an avalanche of change, the future belongs to those who can best manage change. For managing change, committed and dedicated employees who can do their job with excellence are needed.
Human resource practices and policies play vital role in fostering employees’ commitment.
Organizations, which have understood the real importance of human resource, have developed appropriate human resource management policies. The high level of the performance of most of the Japanese firms can also be traced in their effective HRM practices. In our country those organizations, which have taken proactive approaches in human resource management, have greatly benefited in terms of organizational effectiveness.
Human resource Management is necessary for managing human potentials in productive manner and getting best out of the workforce. It is maximum utilization of their abilities, potentialities and dormant energy. It is managing people for getting the best out of them, developing their talents, creating opportunities for their growth, promoting positive contribution to their institution.
Role of Human Resource Management:
Human resource management plays important role in any organization. It helps in improving efficiency and productivity by adopting best practices, which ultimately motivates and boosts morale of the work force. It is analyzing each job role and understanding the key performance areas of a particular job and diagnosing the grey areas for taking remedial action for betterment of the workforce and the organization. It helps in:
1.Allocating right job responsibility to employees keeping in view their talent, ability, interest, knowledgeand experience. 2.Eliminating role ambiguity and role overlapping. This helps in utilizing the potentials to the fullest extent. Employees develop feeling of satisfaction, sense of achievement and enhance their morale. 3.Job rotation, job enrichment and jobs design. This generates interest in work. Staff members learn higher skills and new capabilities for shouldering higher responsibilities. It also enhances their decision-making capabilities and responsibilities.
4.Finding out why people avoid or shirker work, treat job as burden, and alienate, reasons for absenteeism, employee frustration, demotivation, and hostility so that corrective measures can be taken.
5.Knowing what motivates employees and to keep employees motivated.
6.Knowing the environment at the place of working attitude and approach of superior and their style of leadership.
7.Developing the staff in their job role and in finding out the methods for improving skills
8.Deciding proper reward and punishment, compensation to the work force and ensuring salary withjob and responsibility.

It would thus be observed that human resource management is channelising human potentialities for maximum out put for getting profitable returns. It is developing skills in performing duties, responsibilities, and functions with excellence and improving quality of work force.
Man Power Planning: -
Manpower planning envisages estimation, acquisition, developments and optimum utilisation of manpower resources. It is a known fact that both understaffing and over staffing are dangerous for an organization. Whereas, understaffing adversely affects business, customers, productivity and exposes staff to stress, overstaffing creates job ambiguity, conflicts, reduces productivity, competitive efficiency and increases expense.
Man Power Planning is the process that helps in identifying the types of personnel required for the organization, which leads to recruitment and selection.
It is planning for staff requirement and their optimal utilization. It is assessing the existing staff strength in terms of gaps in job knowledge, expertise developed, types of jobs performed and to take corrective measures for staff utilization.
Human Resource Management in Banks?
Human Resource Management is an essential integral part of every organization. It is the process of attracting, holding and monitoring people. Getting results through people is the name of the game. Human resource management is actually a conglomeration of several sub systems, which are continuously interacting with each other. Failure of any of the sub systems can cause damage to performance effectiveness.
At the time of Nationalisation of banks in July 1969, it was thought to have better quality of staff in the industry for carrying out banking functions more efficiently and effectively. With this in view, systematic and scientific selection process was adopted to recruit better personnel both in clerical and officers level. Banking Service Recruitment Boards were established. Banks recruited large number of highly qualified persons many of them with postgraduate qualifications in clerical level. However, due to improper utilization of human resource and improper manpower planning and failure on the part of HRM policies i.e. placement, transfers, career progression path ways, proper training, and on the job utilization, the recruits could not be utilized in the desired manner which resulted in frustration and low level of performance. Employees became more attracted to off the job activities than to on the job activities. This had direct impact on the behaviour and attitude of the staff members.
Human Resource Management Functions:
Human Resource Management can be broadly classified in to following basic functions
1.Employment Function
2.Compensation function
3.Training and developmental Function
4.Labour relation function
5.Administrative
6.Preventive
1.Employment Function:
This relates to hiring, recruitment and selection of right people for the job. It is finding out the type of personnel required by the organisation. Whether it needs specialized or technical or general category of staff. Before starting recruitment and selection process, job analysis is done to find out the kinds of people needed to manage and run the organization and to meet objectives? It is deciding the qualities, attitudes and characteristics applicants should possess. It has to be ensured that while recruitment equal opportunity is to be given to all. No discrimination on the basis of cast, creed and sex is to be done. Government guidelines on reservation to be adhered. Thereafter system and procedure for recruitment and selection is decided. A few of them are enumerated below.
1.Whether fresh recruitment is to be done or internal promotion is to be done.
2.What will be the method of recruitment or selection?
3.Whether it will be by way of campus selection, or by advertising through media and the job description to be written while advertising.
4.Whether it will be by way of poaching i.e. by attracting staff with high reputations from existing employers or competitor’s.
5.What will be the package?
6.Whether recruitment and selection will be done by external expert consultants or by internal team.
7.Whether written test would be for assessing aptitudes, general intelligence or testing special knowledge.
8.Whether there should be group discussion for ascertaining personal skills, Leadership style, Group dynamics and problem solving capabilities.
9.Finalizing interview panel and interview schedule.
2.Compensation function:
For providing uninterrupted qualitative service, an organization has to retrain staff, and for this it has to have proper reward, appraisal and communications systems. Compensation functions include deciding pay, benefits and perquisites to employees. Deciding whether compensation should be linked with performance or it should be flat, whether it should be a running scale or should be linked with the position in the organizational hierarchy. On promotion from one grade to another what would be the system of fitment?
3.Training and Developmental Function:
This deals with developing human resource within the organisation. People joining an organization come from different walks of life with different culture, beliefs, knowledge, background values, and skill. Training brings them closer to the organization’s expectations. It is usually provided through the induction and orientation processes. This helps the employees to adjust to their social –space relationships. Training is the systematic development of the attitude, knowledge, and skill required in performing the job efficiently. Most people in the organisations have inherent desire to enhance the quality of their lives by learning more for better performance and career development. Training increases efficiency, productivity and standards of performance, and enhances decision and risk-taking abilities of the work force. It is also a source of inspiration and motivation. For imparting training areas of requirement of the organization is decided and the blue print of course contents is designed. It is decided whether work force need technical, operational supervisory or training in some special area. It is also finalized whether the staff members are to be trained in-house or they are to be provided external training or on the job training.
Other developmental functions include promotion, performance appraisal, career progression planning, career budgeting, and succession planning.
4.Labour / Industrial relation function:
The employees, trade unions and management are the three major players in industrial relations. Labor Relations focuses on relationship between the management and employee unions. Unions act as a bridge between the work force and the management. They try to help in building trust and in developing cordial relations. They represent workers and helps in collective bargaining and in voicing grievances of workers.
When industrial relations develop strains, government intervenes for averting situation of conflict between the management and the workers and plays meditative role through the framework of Industrial Disputes Act. Industrial Disputes Act is an effective grievance redressal system.
Responsibilities of Human Resource functionary in industrial relations vary from organization to organization. However he has to keep himself abreast of industrial law and to keep advised the field functionaries about their responsibilities and legislative requirements.
5. Administrative:
Administration is the process of organising people and resources efficiently and directing activities toward corporate goals and objectives. It consists of wide spectrum of activities, which includes transfers, assigning higher responsibilities, building employee commitment etc. The whole objective is marinating employee discipline, implementation of management decisions, policies for proper and efficient utilization of resources.
Output of an institution depends on the quality of its personnel. Therefore, the emphasis of administration is to make the organisation attractive enough to get most suitable personnel and to provide measures, which will maintain their levels of excellence and will also meet their expectations.
6.Preventive:
This deals with cordial human relations, improving organisational culture, and creating an environment of mutual trust and respect. It basically deals with grievance management, counseling and motivation.
Grievance handling:
A grievance is generally against an authority however; it can also be against an individual manager or supervisor, another employee, or a group of employees.
It is a complaint about a managerial decision, act or omission or injustice or wrong related to work or the work environment such as the abuse of employee rights, denial of a promotion, an improper transfer or dismissal without cause, discrimination, harassment, bullying, victimizations, or any other forms of treatment which the person feels, is unfair or unjustified.
Grievance management is the process by which an individual can air complaints about work-related problem and seek remedies. It is a constructive way of dealing with individual and group grievances. It helps in the preventing disputes and employee frustration.
All grievances are to be dealt with as quickly as possible and within a fixed time frame. All parties to a grievance are to be given a chance to put their case and be heard. Those investigating the matter should be impartial. Relevant information is to be collected and considered in the resolution of the grievance.
Counseling:
Counseling is talking with a person in a way that helps him or her solve a problem. It is an effective system for discussing the problem that usually has emotional content with an employee and helping him in coping with the problem and improving his mental health. Counseling is an art. It understands human psychology, nature, and implementing compassion, and kindness.
There are two type of counseling. Theses are directive and nondirective. In directive counseling, the counselor identifies the problem and tells the counselee what to do about it. In nondirective counseling the counselee identifies the problem and determines the solution with the help of the counselor. The counselor determines which of the two, or some appropriate combination will be suitable.
Steps for counseling:
Before starting the process of counseling the problem, its causes are to be found out. On that basis it becomes easy to determine what forces influences worker’s behavior and which of these forces you have control over and which of the forces the worker has control over. Counseling session is accordingly planned, coordinated, and best time to conduct the session is decided. The session is to be conducted with sincerity, compassion, and kindness. The person must be heard and his problem solved. Let the person know that you care about him as a person. All facts must be looked into for taking action to correct the problem. Person should not be humiliated in front of others. Counseling is to be conducted in camera immediately after noticing the undesirable behavior. The person should be informed about his undesirable behavior. Do not hold a grudge after the counseling is over.

Saturday, October 20, 2007

Marketing


What is marketing?
Marketing is one of the major and important functions of any industry whether it is manufacturing or service industry. It is a business philosophy that states that the customers’ want and satisfaction are the economic and social justification for the existence of an organization.
Marketing is identification of customers’ needs, stimulating demand for a product and then satisfying the need by selling the product at the right time, at the right place and at an acceptable price. It is rejuvenating the dormant buying activities by innovation and introduction of new products.Thus it is an activity of creating, promoting and delivering goods and services to consumers. It relates mainly to channel of distribution of goods and services with the aim of providing satisfaction to the needs and demands of the customers.
Broadly it includes activities covering assessment of the demand of products, studying competition, government policy and regulations, behaviour pattern of customers, pricing module, promotion and distribution of product. It also includes measuring of out put of selling activities and taking suitable steps for boosting sales in the target market.
Marketing is finding today the opportunities in tomorrow’s market. It is teamwork that demands commitment from one and all in the organization for converting new ideas into profit. It also includes ongoing promotions, including advertising, public relations, sales and customer service.
Marketing and Selling: -
Though marketing and selling sound to be synonyms but they are different.
The main task involved in marketing is identification of different types of customer needs thorough market intelligence and then drawing suitable scheme to suit their needs and execute them in an effective manner. In marketing the demand is created first by germinating and inciting the latent needs and desires. A feeling of necessity is induced. Marketing is satisfying the need of the customer by designing the product to suit the need. There is an element of innovation.
In marketing, demographic pattern, market trends, changes in consumption pattern, impact of cultural invasion etc, are studied and prototype of the product is designed, tested in the market lab and thereafter the final product is shaped and placed in the market.
Under selling concept, goods are produced first and by various methods of selling, customers’ are persuaded to buy the products. A salesman sells what he has on his shelf, in his store and stock. He tries to bend the customers’ demand to fit with his product. Selling is preoccupied with sellers need to convert his product in to cash. Selling focuses on the needs of the seller and marketing on the needs of the buyer. The end result is increase in business turnover.
Marketing Management: -
Marketing Management understands human behaviour in response to the stimuli to which they are subjected. A skilful marketer is one who is practical psychologist and sociologist, who has keen insight into individual and group behaviour, who can foresee changes in the behaviour that develop in dynamic world, who has creative ability and can visualize probable response of customers.
Fundamentals of Marketing: -
For effective marketing one has to identify the needs of the market, demand of products, and methods to serve the market. Therefore analysis of market is necessary for marketing a product. It is helps in understanding:
1.The group of existing and potential customers in the market.
2.The group of customers to be targeted in the market?
3.Various needs of these customers?
4.The products or services to be developed to meet the needs.
5.Probable response of the customers in using the products and services.
6.Who are other players i.e. competitors in the market?
7.What is the price structure of competitors and their pricing policy?
8.What are the marketing strategies of competitors, their channels of distribution and after sales service policy?
9.To which group of people they are targeting in the market?
What are needs and wants: -
Needs are the basic human requirement. A seller does not create needs. Needs pre-exists. These needs become wants, which are directed to specific object for their satisfaction. Wants are shaped by ones environment, knowledge, culture, society etc. The seller influences wants and induces dormant desire and makes it active, and attractive to the purchaser to buy things, which they were not intending to buy. Therefore understanding customer is necessary for getting larger share in the market.
What is Market?
Traditionally, by the term market we visualize it to be a place where buyers and sellers meet to buy and sell goods. However, in the present era, market is no more restricted to a physical place or to a geographical boundary. Globalization and technological developments have widened the scope of market and has liberated it from the shackles of geographical boundaries as buying and selling activities can now be undertaken from any place. It is no more necessary that buyer and seller meet physically for sale and purchase. Internet has opened a new set of market-“e-market”. It is a virtual market where different products are offered for sale through web and purchases are also made through websites. A purchaser can have the visual of the product from different angles. Payment modes are also prescribed on the site, which is either through credit/debit card or directly through the account of the purchaser.
Marketing Network: -
It consists of entire range of customers i.e. stakeholders, customers, employees, suppliers, distributors, retailers, agencies etc, with whom the institution has built mutual profitable business relationship.
Buying decision: -
Marketing is stimulating demand for the product. A sale does not materialist unless it involves purchase. Buying is a complex behaviour. Before finally going for a product, a customer ascertains whether the product;
a.Is suitable, serves his purpose and meets his need.
b.Is within his budget and in his price range?
c.Is to his convenience?
d.Is the best deal in the market?
e.What is the life of the product
f.Has short obsolesce life or long life.
g.Has got warranty and after sales service facility.
And once the buyer is satisfied he
1.Develops belief about the product.
2.Develops favorable attitudes and inclination about the product.
3.Makes a thoughtful choice.
Major role in making the decision to buy a product depends on the feed back of those who are either using the product or have used the product. Their feedback or advice influences the decision of purchaser.
Elements of successful marketing:
Successful marketing campaign depends basically on following three factors. These are market, message, and timing.
1.Market: -
Since marketing of products is no more restricted to a particular physical place, one has to select a market, which has enough resources to support the business in a big way. The business cannot work unless market players both buyers and sellers are active. There has to be unrestricted, uninterrupted supply of variety of products in the market and buyers, enough resources, and then only transactions can materialize.
2.Message: -
For successful marketing, one has to understand customers’ wants apprehensions, problems, and desires etc. The message, including the offer, must be clear and appealing. It should not only address customer’s apprehensions but should also be harmonies with his thinking. Talking to people to find out their views and problems can be helpful in marketing to a group with a common background.
3.Timing: -
The timing of launching the product is critical. Markets tend to go through "waves" when they are receptive to certain products and messages the time is then ripe for launching the product. Seasonal products like woolens can be marketed only in winters and not in summer.
Attracting Customer: -
Today’s customers are smart and their knowledge level is high. They are also well aware of their rights and duties of seller. They can no longer be taken for granted. They are more informed, more demanding, and less forgiving. They are both price and quality conscious. For attracting customers following aspects are given importance.
1. Product Concept:
The business is guided by the assumption that consumers’ prefer those products, which are unique, which offers most innovative features and give quality performance. The term product includes set of attributes and conditions, which buyers normally desire for satisfaction of want or need. These include physical products, services, benefits, information and experience or anything that can be offered to a market. Buyers admire well-made products. Organizations therefore focus on making superior products and improving the quality and features on a regular basis.
2. Selling Concept:
It is believed that consumers show buying inertia or resistance or reluctant to change the product, which is being used by them. Hence they must be coaxed for buying or should be given exchange offer for the product having extra features. Therefore organizations undertake aggressive selling and promotion efforts.
3. Marketing Concept:
The premise behind this concept is to be more effective than the competitors in creating, delivering and communicating superior customer value for achieving organizational goals.
4. Customer Retention:
Customer retention is the outcome of customer satisfaction. A highly satisfied customer stays longer, talks favorably to others about the product and services. He is more loyal.
What is Brand?
A brand is an offering from a known source. Brand conveys attributes, benefits, values, culture, and personality of the institution and its product. Branding is the art and corner stone of marketing. It is a name, term, sign, symbol, or design or a combination of them. Brand helps in identifying and differentiating the goods or services of a seller or group of sellers.
Customers pay significant presence for brands that meet their requirement. When brands’ meaning is positioned in a customer’s mind, he or she will remember the brand and opt for the product. A brand name creates an image of the product in the mind of the people e.g. Maruti, Indica, Hyundai for car, Bata for shoes, LG., Sony for electronic goods etc.
Advantages of Brand: -
Brands help in building the corporate image and make it easier in launching new products. The brand name makes it easier for the seller to process orders and track down problems. Brand name and trademark provides legal protection and helps in facing competition. Branding also helps the seller in segment markets
Who is Brand Ambassador?
Now a day’s corporate and big business houses are roping up celebrities for marketing their entire range of products and services. These celebrities are known as brand ambassador for that organization. For example Hema Malini is the brand ambassador for Bank of Rajasthan, Rahul Dravid for Bank of Baroda, Sania Mirza for Tata Tea, Amitabh Bacchan for the products of Dabur.
Market Segmentation:
As the choices, preferences, perception, utility differs from individual to individual, organizations marketing a product can rarely satisfy every one. Hence profile of distinct groups of buyers about their needs, wants, demands and requirement of various products and services is worked out after examining demographic, psychographic and behavioural pattern. Segmentation is identification and bifurcating the target market into sub sections according to their needs. For example a bank decides to target its product to medical practitioners. This is segmenting the market as there are also other professionals viz architects, chartered accountants, advocates, consultants, fashion designers, engineers etc.
Facing Competition: -
Globalisation and technology have opened floodgates of challenges. Technology has broadened the vision of customers, made them knowledgeable and intelligent and has raised their expectations. Their awareness level is quite high and is increasing with the passage of time. They want instant satisfaction of product, service and their information needs. As an Internet user, customers are also aware of other institutions offering the similar or improved products and or services.
To face competition it is necessary that the end user is kept apprised on a continuous basis about the product and services. Sending details of the product or service on regular basis to the end user keeps him aware of the organization.
Keeping constant touch and maintaining liaison with the customers is an excellent way of eliminating competition from their minds. With the technological development, e-mail has become an instant and cheapest mode of communication. Constant communication and touch both close and remote with the consumers plays an important role in facing competition. It improves the sale value of the business. When customer's need or want for the product or service is "satisfied," he doesn't tend to look for other providers for the same or a similar product or service. He does not migrate to other service provider, which benefits the institution.
Acknowledging suggestions and attending efficiently and promptly to the grievances of the user creates credibility of the organization and helps in building customer loyalty.
Systems of Marketing: -
Organizations adopt different strategies to keep customers aware of their products, services and induce them to go for their products. They make them loyal and dependent customers by building strong bonds of trust. Some of the marketing methods are discussed below.
1. Relationship Marketing: -
The idea behind relationship marketing is to establish a learning relationship with customers. Relationship helps in creating cross-selling opportunities. The goal of relationship marketing is to increase customer satisfaction and to minimize any problems. Relationship marketing builds strong economic, technical and socialites with the customers who are valuable and profitable. It cuts down transaction cost and time. Relationships is building mutually satisfying long-term relationship with key parties, customers’ etc., for retaining their business. It makes most sense for customers whose lifetime value to the organisation is the highest.
In banking industry relationship makes customer more loyal and willing to invest additional funds. The purpose of high-end relationships is not only to increase customer satisfaction and retention, but also to cross-sell and bring in investment. By engaging in "smarter" relationships, a bank can learn customers' preferences and develop trust. Regular contact with the customers, whether over the Internet, through a phone call, or through personal contact, helps in building trust and mutual loyalty. As relationships develop, customers tend to make use more services of the bank.
2. Digital Marketing:
Technology has not only made consumers demanding but has enhanced their desire for personalized service and to find everything they need under one ‘rooftop’. Customers want convenient access and ‘one stop’ web sites that can provide them all information.
The growing popularity of wireless devices has opened the "virtual" marketplace. Non-traditional competitors have started offering products and services. As the technology advances both the Internet and mobile will have the ability to gather more information about a consumer, their preferences, buying pattern location, etc.
3.Data Based Marketing:
For selling more products data of potential consumers is must. Data based marketing is defining the needs of customers and matching the appropriate products and services to those needs. Database marketing is necessary for achieving success of a product. Data helps in analyzing and deciding ways to serve customers intelligently and customizing product sand services based on customer information.
According to Phillip Kotler “ Marketing is becoming a battlefield more on information than on sale power visible" for that customer. Many organisations are using customer relationship management (CRM) software for data based marketing.
4.Vertical Marketing: -
In the conventional marketing system business firms independently concentrate to maximise. They compete with each other and non-coordinates with others for having complete or substantial control over the market. However, in vertical marketing system the players in the market act in a unified manner. This eliminates or minimizes conflicts e.g. Hindustan Lever, Proctor and Gamble, and Gujarat Cooperative Milk Marketing Federation are able to get cooperation from their distributors and retailers in implementing their strategies for sale promotion and policies.
5.Horizontal Marketing: -
Every organization has certain expertise and core competencies. They also have some grey areas. Under this system two or more independent and non-related business organizations join hands in exploring new marketing opportunities and take benefit of the expertise of other. For an example Tata Group does not finance but {Through Rallis India} has teamed up with ICICI bank to give agricultural inputs, Car manufacturers and car dealers, have tied up with banks for financing purchase of vehicles, estate agents and builders have tied up with banks for housing loans.
6.Multiple Marketing: -
Under this system organizations use two or more than two marketing channels for reaching one or more customer segment e.g. in addition to direct marketing banks have also outsourced marketing of Credit Cards.
7. Telemarketing: -
Telemarketing is marketing conducted over the telephone. The purpose of telemarketing is to make a sale. Most telemarketing calls are known as "cold calls". These are unsolicited commercial calls where the called subscriber has not given explicit prior consent to the calling party.
Telemarketing is one of the most controversial types of marketing. Sometimes telemarketers have personal information about a customer, or the caller randomly selects the names and telephone numbers either from telephone directory or service provider or from other vendors or outlets and contacts the person. A large number of subscribers find that such calls are a nuisance and inconvenient since they encroach on the called party’s time and often interfere with the called party’s activities. Additionally, such calls disturb the privacy of the subscriber. In the wake of widespread public resentment against such calls, Telecom Regulatory Authority of India (Trai) has formulated the Telecom Unsolicited Commercial Communications Regulations (TUCCR). The Department of Telecommunications (DoT) has issued guidelines for telemarketers in order to check unsolicited commercial calls.
Launching of products: -
Before launching products an organization has to do lots of thinking and mental exercise. It has to decide the target market i.e. identification of segments and groups i.e. whom to sell, where to sell, when to sell, and in what quantity to sell. It has to develop a system to find out the probable response of customers, market and competitors. Thus it has to decide in detail on the following aspects.
a) The Product: It covers the line of, type of, range of products to be offered in the market. This includes product variety, quality, design, features, brand name, packaging, sizes, services, warranties, and returns. It includes identification of market and innovation and launching of new products.
b) Price: Before launching a product or service in the market it is necessary to decide the price. The price has to be competitive. A pricing policy is necessary for deciding wholesale price, retail price, discount, payment period credit terms etc? Organisation has also to address whether there will be one price or varying price? What will be the level of pricing?
c) Branding: It is selection of trademark, unique product identification.
d) Channels of distribution: Selection of location of outlets through which the products and services would be offered.
e) Selling Policy: Whether it should be wholesale selling or retail selling. What target group is to be approached and what will be methods of selling?
f) Sales Promotion: What is the budget for advertisement, public relations, building corporate image, and market penetration. Whether there will be direct marketing?
g) Servicing policy: What arrangements are to be made for providing after sales service.
h) Fact finding: What will be the system for ascertaining the impact of marketing operations, obtaining feed back about the product, quality of after sale service from the end users.
Forecasting Market:
Marketing and selling are continuous process. Sales are the end result of marketing. Sales cannot materialize unless there are users and the organisation marketing a product has reputation. Organizations have realised that there is something worse than losing money in any particular quarter or period and that is losing reputation. Hence Maintenance of reputation is must. Therefore, for projecting future demand and deciding on marketing strategies following factors need to be examined.
1.Individual Factor:
a. What are the motivational factors behind purchasing i.e. behaviour in response to the stimuli
to which they are subjected?
b. Changes in consumers’ buying behaviour.
c. What are customers’ buying habits and buying capacity?
d. What are living habits of customers?
e. What is the social status and environment (Present and future, as revealed by friends,
consumers attitudes towards product)
2.Competitor’s Position:
a. Number of competitors in the market, their size and strength.
b. What other products are being offered in the market
c. Degree to which competitors compete on price vs. no price
d. Trends both technological and social
3.Government policy:
a. What regulations affect price
b. What are the regulations affecting fair competition
Marketing in Banking: -
Marketing is not new in banking. Increasing competition has forced banks to have a scientific and tested marketing and sales planning system. Banks have realized that it is the knowledge and awareness that makes a product or service to take off in the market and the inherent quality and uniqueness of the product keeps it alive resulting into constant demand from consumers. Hence, unless masses know the range of service products offered by banks no one will have special leaning towards the bank and its products. In a non-marketing climate the customer remains anonymous and unimportant to the growth of the business. Banks are therefore adopting marketing orientation, identifying the important customer and formulating suitable strategies to fulfill the demands of customers
Marketing activity in banks is associated with identification of current and potential customer needs, development and promotion of products and services that are acceptable to the customer at a price that is realistic and profitable to the bank.
With the help of experts in the field of marketing, banks are developing in house skills of selling financial services. Banks are re-looking, reengineering and modifying systems and procedures and fusing it with technology to meet the spurt in demand of financial products. In present days marketing has become aggressive and combative. Therefore knowledge of technology and marketing is must for sustainable growth. This also helps in improving customer satisfaction. Banks are improving the customer services by professionalisation, by modernizing their systems and by creating greater degree of customer consciousness amongst staff. Banks are also inculcating passion for efficiency in their staff.
Marketing approach in Banks:
Today banks are operating in a highly competitive, rapidly changing and dynamic environment. With the opening of private sector new generation banks the competition has become tough. These new generation banks have different work culture, work ethics and do not carry the weight of past legacies they are technologically advanced and are not averse to change. These banks have opened floodgates of competition not only in the traditional banking operations but also in modern line of business. With their innovative marketing management skill these new generation banks have gained an edge over old stalwarts in the field.
Banks are finding the going tough and for profitable survival, they have to find out new ways of selling services and explore new markets to increase their competitive edge. Banks have realized that for meeting competitive challenges they have to adopt a ‘Marketing Philosophy which revolves around need satisfaction of the customer. For successful marketing commitment of staff at all level is necessary. Bank officials, branch managers have therefore to identify different types of customers, their needs and draw up a suitable scheme to suit their needs and execute them in an effective manner. Bankers have to be innovative and should foresee the future demand. A banker has to have through knowledge of his area so that he can assess the changes taking place and ascertain the opportunities existing for profitable deployment. He should be aware of the cultural environment in which he operates and be familiar with the attitudes of local people towards savings, borrowing, spending their values and, traditions. This knowledge goes a long way in designing and offering new products, and in creating marketing strategies.
For satisfying the identified needs of different segments and sub segments of customers banks have introduced number of packages of services by combing more than one core service. Broadly speaking there are three basic strategies as under.
1.Market Penetration: - In this existing range of services are sold to the existing customers’ e.g. a term deposit customer may be approached by bank for another type of deposit account or for a credit facility. Proper database helps in market penetration.
2.Market Development: - By offering vide range of services to new or potential customers their base is enlarged.
3.Product Development:- New services are developed to meet the needs and demands of existing customers.
Banking a Service Industry: -
Banking is a service industry where no physical products are sold. Service is an activity or benefit that one party offers to another. Services are people based. They are intangible and cannot be seen. Customer service is not a static concept. A service that may be regarded as good today may not be so tomorrow. Due to the spread of awareness and awakening and increase in the general level of education, people have become conscious of their right to receive prompt, efficient and courteous customer service from banks. From the banker’s point of view, proper customer service and customer satisfaction is important not only to lure new business and customers but also to retain existing one. Banks deal only in various types of financial products and services. A physical product can be seen, touched; its quality can be tested and ascertained by the purchaser. A physical product has shelf life. It can be stored. Whereas, all these are not possible in case of banking services as the services provided by banks are intangible. Service delivery depends on the service provider. We see the person delivering the product but the way the product is delivered is only felt. It is the feeling of satisfaction that makes the service good or bad. It is the feeling that makes the difference in marketing of banking services.
Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product perceived performance or outcome in relation to his or her expectations. The customer is satisfied if the performance meets the expectations; he is dissatisfied if the performance is short of his expectation. Level, criteria and standard of satisfaction differs from person to person. Hence in banking industry it is the service provider i.e. employees who play an important role in customer satisfaction and marketing of financial products. A satisfied customer is in himself publicity for the bank as he does publicity with the word of mouth. As he does positive publicity a dissatisfied customer does adverse publicity dissatisfied customer drives out satisfied customers from the bank. A dissatisfied customer patronizes the bank only out of sheer necessity and does not bring more business of his own and his acquaintances. Having an alternative he migrates to other bank. Feeling of customer satisfaction is dependent on employees. It has been found that higher employee satisfaction ultimately further customer satisfaction, which results in customer retention.
Cross Selling: -
Market penetration strategy is the fundamental of cross selling. Cross selling is based on the principle of ‘matching need’s with need arousal. For every service that a customer is cross-sold the bank gains in following ways.
a. Other services of banks are sold.
b. Probability of customer switching over to another bank is reduced
c Banks cost of operations is reduced
d. Income /earning goes up
To make cross selling effective it is necessary that
1.Bank staff has a broader perspective about the variety of needs of the customer,
2.Staff members have complete knowledge and are aware of the entire range of services being
offered by the bank.
3.There is full involvement of all the employees
4. Staff is well aware of the positive points of the product and salient features of the products of
competitors.
5.Employees have to come out of the cocoon of their restricted operational approach.
6.Environment in the bank is charged with motivation and zeal to excel.
Marketing is must for survival of an institution. It gives publicity to the institution and makes
its presence felt in the market. It indicates that the institution is alive to the needs of masses.