Why Vision Matters? - Case Study 1/1

This is the first in the series of case studies, "Why Vision matters and what it can do with a systems approach".

This series of case studies will be based on my experience and the surveys of various corporates our team has been taking for the past 21 years.

A well-known bank boasts of its customer service. They call us for feedback, followed by a link to know the customer satisfaction. Why are they doing this when I experience that when I enter the bank is which cannot be even rated?

I have been trying to close my account for the past 10 years. I have submitted my KYC and endless communication, yet my account is not closed. Every year I keep getting emails that my account is dormant. Then they make me run to various branches. And if they are that perfect then there should have been zero defaulters and NPAs. But here we are making genuine, honest customers a scapegoat.

I keep talking the same thing to every customer executive including the Nodal officers.

Having worked in a bank, I know what it means. I am sure we have countless dormant accounts in all banks and the money in them.

The matter kept getting escalated. They keep telling me to submit the documents again. The rules have changed from 2014 to 2025. This means the employee has not done their job for closing my account (for which they are getting salary) and I am facing the brunt for their lapse.

I wonder if a qualified person like me is made to run helter-skelter just to close my account, what can I say about the crores of people of India, who are not qualified, are innocent, and probably cannot even read or write English?

That is why Vision matters.

A Vision not limited to boardrooms or for websites but that which runs in the veins of every employee.

A vision, where every person speaks the same language, they know exactly what to say, how to say, and when to say. The SOPs are specific, with at least 100 FAQs as a part of the HR policy manual.

This requires a lot of effort from the leadership. A vision, where the goal of every functional head is to gear to the needs of the customers.

Following questions must be asked by each employee:

1. Have I correctly listened to the concern of the customer?

2. If yes, have I genuinely addressed it, not just talking about policy?

3. Have I followed up with the customer till their satisfaction?

4. Have I raised their concerns with the top management?

5. Am I interested in addressing the customers’ concerns?

All the above comes when the Company’s Vision drives the company.

Gratitude

Dr. Sonali Wagle