“Equally bigger challenge is the growing understaffing at the business units of the banks which if not reduced by fast track recruitment processes would fast reduce the customer satisfaction even after increasing the efficiency of the working of ATMs and digital banking apps”
The unprecedented surge in tourist arrivals witnessed during last two years in Jammu & Kashmir amid expanding digital banking systems has thrown up new challenges for the Jammu & Kashmir Bank in Jammu & Kashmir as leading national banks like State Banking Of India, Punjab National Bank and Canara Bank are establishing their branches at a very fast pace in view of the ongoing surge in tourist activities in different districts of Kashmir Valley. While the national banks are expanding their business units to even remotest of the remote areas in Jammu & Kashmir, the customer satisfaction which was at it’s best almost a decade ago has come down to new low due to poor functioning of the customer services at most of the branch of J&K bank across Jammu & Kashmir. The poor functioning of ATMS established by the Jammu & Kashmir Bank almost a decade ago across Jammu & Kashmir is one of the bigger causes for fast reducing satisfaction of the customers in the bank’s transaction systems. The ATMs of J&K Bank once used to allow unlimited transactions to it’s customers without any charge with a restriction of three inter-banking transactions but unfortunately the bank has now reduced the ATM facility to it’s customers just to three transactions a month the time when unprecedented surge in the tourist arrivals has shown unprecedented rise in trading activities across Jammu & Kashmir. With Jammu & Kashmir Banks fast loosing it’s position of being the most preferred and resultantly also the popular bank in Jammu & Kashmir due to frequent crashing of it’s several digital transaction apps with even Mpay delight Plus the newly introduced digital banking app going on suspension mode, the customers satisfaction is fast becoming a major challenge for the J&K Bank which can be overcome by increasing the efficiency of the working of ATMs and several bank transaction apps. Though customer satisfaction case be raised to the optimum level by increasing the efficiency of the working of the ATMs and digital transaction apps but it is also an irrefutable fact that equally bigger challenge is the growing understaffing at the business units of the banks which if not reduced by fast track recruitment processes would fast reduce the customer satisfaction even after increasing the efficiency of the working of ATMs and digital banking apps.
“Since the challenges of customer satisfaction are growing at a very fast pace with the changes in the national banking system in the fast changing digital banking era it is for the top brass of the Jammu & Kashmir Bank to take path breaking measures to live upto the expectations of it’s customers with the purposes of increasing it’s customer base not only in Jammu & Kashmir but in every nook and corner of every state and union territory of the country”.
Interestingly during last two years almost 1500 staffers of the J&K Bank have retired and the vacancies created by their superannuation are yet to be filled and as such the recruitments to fill the vacant positions demand and deserve immediate attention of the Chairman and Managing Director of the bank Baldev Praskash. Though Baldev Praskash has put in some path breaking initiative to improve the institutional and operational activities of the bank despite understaffing but there is no short cut to overcome overstaff through immediate fast track recruitment to raise the level of customer satisfaction to the optimum level. Coming back to the matters connected with the increasing challenges of digital banking it is in place to mention here that even if Mpay delight plus digital banking app is upgraded to the entire satisfaction of customer, the retail fuel outlets are unfortunately denying the facility of bank transactions through mPay delight plus bank transaction app to both the tourists and as well as the local travelers across Jammu & Kashmir. With fuel outlets going on a denial mode in accepting transactions through J&K Bank’s mPay delight plus app the tourists visiting Kashmir in big numbers would most likely opt for any national bank and not Jammu & Kashmir for their own travelling conveniences. Since the challenges of customer satisfaction are growing at a very fast pace with the changes in the national banking system in the fast changing digital banking era it is for the top brass of the Jammu & Kashmir Bank to take path breaking measures to live upto the expectations of it’s customers with the purposes of increasing it’s customer base not only in Jammu & Kashmir but in every nook and corner of every state and union territory of the country.
