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Customer centricity for growth – Yes Bank experience

Dhananjay Bapat (National Institute of Bank Management, Pune, India)
Asha Naik (National Institute of Bank Management, Pune, India)

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

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