Customer centricity for growth – Yes Bank experience
Publication date: 24 May 2013
Abstract
Subject area
Marketing, strategy.
Study level/applicability
This case is suitable for post graduate and executive development students.
Case overview
The case provides perspectives of customer centric practices of Yes Bank which has the objective of becoming the best quality bank of the world in India. The case study outlines how Yes Bank has become the fastest growing bank by its strong focus on customers through its committed and innovative employees. The customer centricity develops strong existing relationships and focuses on providing exceptional customer service, leading to better financial performance.
Expected learning outcomes
These include: highlighting the characteristics of customer centric organizations; discussing how Yes Bank practised customer centricity despite the limitation of being a new bank with no experience; describing the key differentiators and comparing with those of other banks; and establishing the relationship between customer centric practices with financial performance.
Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Keywords
Acknowledgements
The authors extend special thanks to the anonymous reviewers for their thought provoking comments.
Citation
Bapat, D. and Naik, A. (2013), "Customer centricity for growth – Yes Bank experience", , Vol. 3 No. 2. https://doi.org/10.1108/EEMCS-01-2013-0010
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited