Assignment on Service Blueprint of a bank

Service blueprint is the set of action a customer and the organization takes to receive a service.
We have focused on Banking industry and its process of opening an account.

1. A Group Report
On
Service Blueprint of Opening an Account in NRB Commercial
Bank

Submitted to
Professor. Dr. Sheikh Mohammed Rafiul Huque
School of Business and Economics
United International University



Submitted by
Name ID
Md. Ismail Hossen 112 192 017
Sadia Sharmin 112 191 010
Md. Zafrulalam Mahin 112 191 011
Md. Shyed Hasan Metul 112 192 029

Master of Business Administration, School of Business and Economics
Course: Service Marketing (MKT 615)
Sec: A

Submission Date: 28
th May, 2020

2. NRB Commercial Bank
It was the long & cherished desire of Bangladeshi expatriates in different countries of the world
to establish a new bank for economic development of the motherland through their hard
earned foreign currency. Many NRBs of developed countries have well education and
professional expertise in different fields who are potential resources for our country. NRB
sponsors shall not only bring huge investable fund but also “state of the art technology” for
building up a world standard bank tailored towards meeting local developmental needs of the
country.
NRB Commercial bank starts it journey in 2nd April 2013. It’s authorized capital is BDT 1000
crore. Capital (equity) is 562.07 crore (as on half yearly financial report-june-2017). Number
of branches of this bank is 72 (as on 11.12.2019). It has 8 (as on 31.12.2018) ad branches.
Number of ATMS booths are 50 (as on 31.12.2018).
Components of Service Blueprint
Customers Action means the activities and interactions that customer performs during
purchasing, consuming and evaluating any service. Onstage Contact Employee Action
refers to the actions of contact employees that are directly related or visible to the customer.
Backstage Contact Employee Actions are considered those actions which are performed
behind the scene during deliver the service. Those activities are not directly visible to the
customer. Support Process means those internal activities or services and interactions that
help contact employees.to perform his or her job.
Line of Interaction means the direct interaction between the customer and the organization.
Line of Visibility is the line that separates activities that are visible to the customer from those
which are invisible. Line of Internal Interaction is the line that separates contact employee’s
activities from other service support activities and people.
Service Blueprint of opening a bank account in NRB bank
In the blueprint we have outlined the steps a customer will need to go through for opening an
account in the NRB Commercial Bank. Based on the blueprint, we are dividing the process in
3 phases, where in each phase the customer opening the account will have interaction with
the direct contact with the onstage employees who are supported by the backstage contact
employees and the internal banking software for account creation and other verifications. The
first phase will start from customer entering the bank till the collection of form. The 2
nd
phase
starts upon fulling the form submitting it and leaving the bank premises. Finally, the 3
rd
phase
is where the customer waits and then notified to collect the account kits from the bank again.

3. Blueprint of opening a bank account in
NRB
C

bank

4. Phase-1
Upon collecting information and with the intention of opening a bank account, the customer
will visit the bank where he is greeted by the gateman. Here the customers mostly looks at the
exterior of the bank, especially the signage outside of the bank, the gate and overall look of
the branch, which leads to the creation of first impression on the bank. Upon entering the bank,
he looks for a support staff, mainly asking with whom he can talk to for opening a new bank
account. In this case the customers gets a overall impression on the bank mostly the interior
design of the bank, over of space utilization or furniture allocation, kind of dress the staffs are
wearing and The support staff then leads the customer to the general banking department
where he is attended by a general banking officer. Once the customer takes a sit in front of
the general banker counters, they exchange information regarding the account opening
procedures and papers. In this process, the general banker will ask variety of questions. The
customer will be asked about the type of account he is going to open, what are his monthly
income, the amount of money is expected to deposit or withdraw, there will be questions about
the choice of nominee and who can nominee. A NID verification is required at this stage to
find out the eligibility of the candidate for opening the bank account. The General banking
officer will collect the NID photocopy from the customer and use their (software) to verify the
legality of the NID. If the NID is legal, then the customer will be provided with the bank form.
However, a wrong NID will lead closure of account opening and the customer will be notified
about it. Once the form is provided, the general banking officer will give a brief and mark down
places that the customers has fill up and sign along with the list of documents he will be
submitting. The customer then, completes the form on his own.
Phase-2
After completing the form, the customer then proceeds to submit the form to the general
banker along with all the necessary documents. The documents that the customer requires
are his NID card’s photocopy, nominee’s NID card’s photocopy, his and nominee’s passport
size photograph. The general banker will then enter the data in the software and create an
account number for the customer, which the customer will use to deposit money in the cash
department. While, filling the form, the customer needs decide that if he wants a debit card,
credit card or chequebook. With the consent, makes the minimum deposit to the cash
department, where a cash officer collects the money. Once the cash is collected, it is again
checked to see if there is an existing account number registered in the bank. If the number is
accepted, account approval is given and the balance is updated in the customer’s account,
which takes some days to active. The customer is then provided a receipts of deposit to ensure
his money has been safely deposited. In case, the given number already exist in the bank
registry, the general banker is informed, he then creates another account number for the given
customer and the balance is updated in the newly generated account.
Phase-3
The customer is informed that, his account material will arrive after a few days and the account
will be activated in 3-4 working days. He then leaves the bank and has wait for the notification
through mail or SMS. After that the customer again arrives at the bank to collect his items and
account details. He is again greeted at the door by the doorkeeper. The account kit is delivered
to the department from the main branch using their personal delivery channel. The account kit
is given to the general banking officer for final delivery. Once the customer arrives at the
collection area and takes his sit, he is handed over the account kit and confirms everything is
fine. With that, the customer then leaves the premises.
Overall, this is an easy procedure mostly depended on the customer interaction with the
onstage employee. The account creation process also heavily depends on the banking
software of the company that stores all required data and helps to smoothen the work of the
employees. A synergy of both human resource and technological resource is needed here, to
facilitate the customer in opening an account.

5. Here, we can draw a line of interaction between the customer and the onstage employees
with whom the customer will be having a direct contact. The gateman mostly contact with the
customer in one way by opening the gate for him and giving a greeting. During the process of
opening a bank, the customer has to spend the most time and interact with the general banking
officer, who will provide all the details and leads the customer in opening the account. Another
employee with whom the customer is to interact with is cash officer where he is to deposit the
money and receive confirmation.
The line of visibility covers the stage of the delivery officer, who delivers the customer’s
account related items to the specific branch’s general department, that will be handed over to
the customer once he arrives.
Finally, the on stage employees constantly interacts with the banking software that assist them
to open the bank account. The line we can draw here is the line of internal interaction. This
activities are mainly conducted to support the onstage and back stage employees by storing
customers account date, validating the required documents and cross checking information
along with providing balance information.
Improve the account opening process
Prepare for a mobile future: Mobile banking is quickly growing to become a fundamental
pillar of retail bank offerings, not only to millennial, but also to older customers. Giving
consumers the ability to seamlessly open accounts on a mobile device is expected to be one
of the cornerstones of outstanding customer service.
Enable high quality onstage employee: The onstage employee should be more attentive
and empathetic during their interaction during the account opening process. Better systems
and tools that enable service representatives to focus on the customer and other process
requirements might be the most fundamental improvement that bank can make while opening
accounts in a branch or on the phone. The onstage employee should disclose all information
regarding a the type of bank account the customer is willing to open and the ways it can benefit
the customer as well the drawbacks it might have.
Use data and analytics for a faster and tailored experience: Delivering a faster account
opening experience especially to young existing customers, who tend to be the most
demanding likely, relies on fully exploiting information that the bank already possesses. More
sophisticated predictive analytics can enable banks to tailor the customer experience with
cross-sell attempts that accurately reflect customer needs.
Emphasize regulatory rigor: Bank should think about regulations more strictly, the vast
majority of retail banking customers think that these regulations are beneficial. At a broader
level, banks should communicate that customer security, and not just meeting regulatory
demands, is the motive for greater inquisitiveness during the account opening process. They
should also do a background analysis of the customer before opening a account if possible.