QUES -1 ) Write-up

The country's largest lender State Bank of India (SBI), has launched an
additional channel for redressing customer grievances- 'SMS Unhappy
Service'. The channel is still in its nascent stage as the full-fledged launch is
yet to take place.
Complaint management tool as a catalyst to improve overall service
performance and overtaking even its private sector competitors in terms of
both customer satisfaction and organizational performance. The case
describes a novel, mobile phone-based complaint redressal system
designed and implemented by Shiva Kumar, chief general manager (south)
of the State Bank of India (SBI). The long-term impact of the simple system
was the alignment of the entire organization, especially at the branch level,
around customer-defined parameters of performance, driving it towards
very high levels of customer-centricity. The SMS Unhappy initiative brought
greater levels of transparency to all levels of branch performance, resulting
in superior service operations with low variance, and ultimately, better
customer response.
Under this system, LHO's have so-called Happy Rooms that deal
with the customer grievances. Any customer who wants to lodge a
complaint sends the message Unhappy to a specified number
(8008202020 ). The Happy Room then calls the customer and records the
details of the complaint. The complaint is then forwarded to the branch in
question.
If the final resolution is logical and the customer's problem is solved,
Happy Room executives call the

customer to convey that their complaint has been closed to their

satisfaction. If the resolution is not acceptable to the controllers at the
Happy Room, the executives intimate the same
to the concerned branch through comments in the system and suggest ways
to resolve the problem. The
Branch attempts once again to resolve the problem and feeds their final
resolution comments into the
system. On the successful closure of a complaint, the executives inform the
customer and obtain his/ her consent
with regard to the resolution of the problem. A final SMS is sent to the
customer stating: "We believe your Index No. xxxxxxxx has been brought to
logical conclusion to your satisfaction. Thanks for giving us this
opportunity. SBI HAPPY ROOM

QUES -2 )As a CRM expert, analyse the case and give your
inputs about the pros and cons for launching the same
initiative/system at the national level.?
ANALYSIS OF CASE
SMS Unhappy is the latest facility launched by the Bank to
improve customer
service. The service is available 24 x 7 and you do not need to
visit the branch to

register your grievance. All you need to do is to send just one SMS
to the Bank.
It is thus paperless and one more Green Initiative of the Bank.
If you are not happy with the services offered by THE Bank, just
SMS Unhappy
to 8008202020 and THE dedicated happy executives will call
you and get details
regarding from you. They, together with your branch will resolve
the issue to
your satisfaction. The quick resolution of all your banking related
troubles will
surely bring a smile on your face.

As per my case analysis of STATE BANK OF INDIA sms unhappy

I think its good to expand this customer management tool
nationwide
ADVANTAGES1)Complaints from all over the nation customers related to SBI
can be received and solved on time which will bring a feeling of
satisfaction in customers and then customer will be in more faith
with SBI which will obviously add to the goodwill of SBI Public
sector.

2)It is also helping in expanding the use of telecommunication

which is good as well for the banks and the Tele communication
companies..
3)We can even take that as a opportunity because if SBI is
expanding nationwide so directly or indirectly it is increasing with
its contacts or you can say building up wd big customer web
which will obviously lead to some benefit to SBI and will increase
its goodwill nationwide..
4) The State Bank of India has launched a nationwide customer service
called, SMS Unhappy to serve the banks 130 million strong customers by
registering their complaints in writing.
With this initiative, anyone can file their complaints by sending an SMS,
starting from "Unhappy", to 8008202020, which would reach the Bank's
"Happy Room" at the circle headquarters. From here, a bank executive would
call the customer back on his mobile phone, understand the nature of the
problem and then take up with his branch. Once the issue has been resolved,
the customer will again be contacted by his branch. Under the scheme, he
said, most of the complaints will be resolved within 48 hrs.

DISADVANTAGES

1Its easy to launch this complaint management tool nationwide

but not easy to handle .All the customer complaints cannot be
handles tighter within short span of time because customers are
so many after launching nationwide but operators are still limited
in number..!
2)There wil be lack of quality I mean obviously if customer
complaints will be more then at a point operators will reply
everybodys complaints very fast which will somewhere will noit
be able to satisfy customers for their complaint as they will not

get the solution in proper words.. pr we can say quality of the

solution given will be low as expected..!
QUES 3 ) Is it fair to have such a system of complaint
management? Write from the organisation's point of
view.?

-Yes , its fair to have such a system of complaint management

if I see from the point of organization because whether its SBI or
any other organization , every organization first motive is to
satisfy customers rather than profit maximisation so as SBI is
doing by launching this customer management tool which is
known as SMS UNHAPPY !
Its a good service launched by SBI to improve its service levels..they
just want to improve its quality of service to the customers and by launching
it nationwide SBI gained a big trust from the customers as well as this
program helped in building the brand image of SBI ..
It is fair obviously because every organization wants to grow and expand
and wants to earn profit by developing a good image in the minds of
customers.. so as SBI did..And they had gone for a very nice approach to
satisfy customers by just handling their complaints in 24 hours maximum.
Previously their used to take 24 -40 days in handling the complaints send
by customers and as well as now all the things are done automatically ,
now there is no paperwork or manual work which actually save time..
So in my view its really fair on the side of SBI by launching this customer
management tool sms unhappy

Thank you

Surbhi goel