Internship Report on

An Analysis of Customer Relationship Management of

Agrani Bank PLC
(A Study on BSMRSTU Branch)

1
2
3
 Dedicated to

To our most honourable & respectable parents for your love, encouragement, and support, and
for demonstrating the value of education, hard work, and persistence.
&
To teachers, seniors for their help & support (over and over again) how to write & make the
report correct.

4
 Letter of Submission

05th February, 2024

Rabiul Islam
Assistant Professor,
The Department of Accounting and Information Systems,
Bangabandhu Sheikh Mujibur Rahman Science & Technology University (BSMRSTU),
Gopalganj-8100.

Subject: Submission of the internship report on “An Analysis of Customer Relationship

Management (CRM) Practices at Agrani Bank PLC”.
Dear Sir,
As per your instructions, I have successfully completed my internship report, focusing on An
Analysis of Customer Relationship Management (CRM) Practices at Agrani Bank PLC.
I have followed your guidelines and have included ideas that you shared during our
discussions. During the period of my internship, I have come to learn a lot about different
aspects of the banking industry, particularly of the Customer Relationship Management
(CRM) of Agrani Bank PLC. I thank you very much for letting me have the opportunity to
work on my internship report and really hope to meet your expectations and standards.

Sincerely yours,

…………………….
Farhana Khatun
Student ID: 18AIS055
Fourth Year, Second Semester
Session: 2018-19
Department of Accounting & Information Systems,
Bangabandhu Sheikh Mujibur Rahman Science & Technology University, Gopalganj 8100

5
 Letter of Acceptance

It is my pleasure to accept your work for preparing an internship report on “An Analysis of
Customer Relationship Management (CRM) Practices at Agrani Bank PLC”. I have gone
through the whole report. I think the report is highly informative & relevant. The report is
seemed original to me. I appreciate you for such a good work. I wish your every success in
life.

With thanks

......................................
(Rabiul Islam)
Assistant Professor
Department of Accounting and Information Systems
Bangabandhu Sheikh Mujibur Rahman Science & Technology University, Gopalganj-8100.

6
 Acknowledgement

A report book that requires a lot of information from various concerns is not the work of it
authors or prepares only. To prepare a report by collecting the data of many kinds one or group
is to depend upon many people and institutions concerned. It is my pleasure to get the
opportunity to do my internship report on “An Analysis of Customer Relationship
Management (CRM) Practices at Agrani Bank PLC”. I express my cordial gratitude to Rabiul
Islam, Assistant Professor of Department of Accounting and Information Systems, of
Bangabandhu Sheikh Mujibur Rahman Science & Technology University, Gopalganj-8100
for guiding me in the analyzing and preparing this report by providing all kinds of recent
updated information which make the report an excellent one.
Finally, I like to thanks those people who helped me directly and indirectly to collect the
necessary data and information to complete the internship report.

7
 Executive Summary

The internship is designed to bridge the gap between the theoretical Knowledge and real life
experience. It is designed to have a practical experience while passing through the theoretical
understanding. The report is combination of Three months of internship program with Agrani
Bank PLC.
This report has been segmented into five different chapters.
The first chapter contains Introduction, Objective, Scope, Methodology, limitations of the
Report.
The second chapter contains about the Overview of Agrani Bank PLC, Introduction,
Performance and Achievement, The objectives of the bank are, among others, Core values,
Company Structure, Vision, Mission, Slogan, Objective of Agrani Bank PLC.
In chapter three Theoretical framework of Customer Relationship Management, I have
discussed about Introduction, Function, Tools, Loyalty and Process of Customer Relationship
Management.
In chapter four Customer Relationship Management of Agrani Bank PLC, I have discussed
about Introduction, Function, Tools, Key Commitment, Customer Relationship Management
process of the Agrani Bank PLC in the better ways.
In chapter five mention Findings, Recommendations, Conclusion and References of the
Agrani Bank PLC in the better ways.

8
 Table of Content
Chapter Content Page
Number
1 Chapter One 11
Introduction 11
1.1 Background of the Report 12
1.2 Objective of the Report 12
1.3 Scope of the Report 13
1.4 Methodology of the Study 13
1.5 Limitations of the Study 14

2 Chapter Two 15
Overview of Agrani Bank PLC 15
2.1 Introduction of Agrani Bank PLC 16
2.2 Company Mission, Vision, Core Values and Motto 16
2.3 SWOT ANALYSIS 17
2.4 Slogan of Agrani Bank PLC 18
2.5 Product of Agrani Bank PLC 19
2.6 Services of Agrani Bank PLC 21
2.7 Strategic objectives of Agrani Bank PLC 22
2.8 Hierarchy of Agrani Bank PLC 22
3 Chapter Three 23
Theoretical Framework of Customer Relationship 23
Management
3.1 Introduction 24
3.2 What is customer relationship management? 24
3.3 Function of customer relationship management 24
3.4 Tools of customer relationship management 26
3.5 Loyalty of customer relationship management 27
3.6 CRM process in banking system 28
3.7 Customer satisfaction 29
3.8 Positive effects of CRM in banking sector: 30
4 Chapter Four 31
Customer Relationship Management of Agrani Bank PLC 31
4.1 Customer Relationship Management of Agrani Bank PLC 32
4.2 Functions of customer relationship management of Agrani 35
Bank PLC

9
4.3 Tools of customer relationship management of Agrani Bank 36
PLC
4.4 Customer charter of Agrani Bank PLC 37
4.5 Key Commitment of Agrani Bank PLC 38
4.6 Customer relationship management process of Agrani Bank 39
PLC
5 Chapter Five 43
Findings, Recommendations and Conclusion 43
5.1 Findings of the study 44
5.2 Recommendations 44
5.3 Conclusion 45
References 46

10
Chapter One
Introduction

11
1.1 Background of the Report
Internship program is a pre-requisite for acquiring BBA degree. Before completion of the
degree, a student must undergo the Internship program. As the classroom discussion alone
cannot make a student perfect in handling the real business situation, therefore, it is an
opportunity for the students to know about the real life situation through this program. And a
report is required to be prepared to summarize the intern’s analysis, findings and achieved
knowledge from this program. This report is a basic academic requirement for the completion
of BBA under the Department of Accounting and Information Systems, in Bangabandhu
Sheikh Mujibur Rahman Science & Technology University, Gopalganj-8100. The program
consists of three phases:
 The orientation of the Intern with the organization, its function and performance.
 The project work pertaining to a particular problem or problems matching with the
Intern’s area of specialization and organizational requirement.
 The report writing to summarize the Intern’s analysis, findings and achievements in
the proceeding of the followings.

1.2 Objective of the Report

The report has two objectives:

General objective of the report:

The general objective of the report is to complete the internship. As per requirement of BBA
program of Bangabandhu Sheikh Mujibur Rahman Science & Technology University,Gopalganj-
8100 a student need to work in a business organization for three months to acquire practical
knowledge about real business operations of a company.
Specific objective of the report:
 To know the customer relationship management of Agrani Bank PLC.
 To analyze functions of customer relationship management of Agrani Bank PLC.
 To evaluate the elements of customer relationship management of Agrani Bank PLC.
 To understand how customer relationship management is practiced in Agrani Bank
PLC.
 To identify the problems regarding customer relationship management of Agrani Bank
PLC.
 To provide some solutions on the basis of customer relationship management
problems of Agrani Bank PLC.

12
1.3 Scope of the Report
BSMRSTU Branch office different division of Agrani Bank PLC is used as sources of
information. So scope of this report is the banking activities and accounting systems. So it is
said that scope of this report is overall activities and accounting Policy and practices of
government bank on the light of Agrani Bank PLC.

1.4 Methodology of the Study

1.4.1 Report Design

A descriptive research approach has used to conduct the report. According to Business
Research Methods by Willium G. Zikmund (Seventh Edition), descriptive research is a type
of conclusive research which has its major objective is to provide the description of
something-usually market characteristics or functions. While conducting smooth and
accurately study everyone has to follow some rules and regulations. In this report I use both
primary and secondary data. The details of the work plan are furnished below:

1.4.2 Data Collection Method

Relevant data for this report will be collected primarily by direct investigations of different
records, papers, documents, statements, operational process and different personnel. The
interviews will administer by formal and informal discussion. No structured questionnaire
will be used.

1.4.3 Data Sources

The information and data for this report will be collected from both the primary and secondary
sources.

Primary Sources:

 Information gathered by working with banking group.

 Information gathered by chatting with bank chiefs, bank staffs and others.
 Information gathered by talking clients.
 Information gathered by seeing during working period.

Secondary Sources:

 Annual report of Agrani Bank PLC.

 Different manuals and publications of Agrani Bank PLC.
 Different manuals and publications of Bangladesh Bank.

13
  Unpublished data (daily, monthly and yearly statements) received from different
section
 Different text books.
 Official web site of Agrani Bank PLC.

1.5 Limitations of the Study

Like any other study the limitations of this study is not out of questions. But the following
factors seem to me the main points of weakness of this study, despite all out co-ordination
from the bank officials.

 The main constraint of the study is inadequate access to information, which has
hampered the scope of analysis required for the study. I could not use some important
confidential information of Agrani Bank PLC because those may be very sensitive for
the county and overall Banking operation of Bangladesh as Agrani Bank PLC is a
Government Bank. So, I could not use this confidential information in this report.
 Due to time limitations many of the aspects could not be discussed in the present
report.
 Since a very few the bank personals have accounting based knowledge, many of
official can’t provide a good briefing to me.
 Another problem is that creates a lot of confusions regarding verification of data in
case of interview from more than one person.
 I carried out such a study for the first time, so inexperience is one of the main
constraints of the study.

14
 Chapter Two
Overview of Agrani Bank PLC

15
2.1 Introduction of Agrani Bank PLC
Agrani Bank PLC emerged as a Nationalized Commercial Bank following the Bangladesh
Banks (Nationalization) Order 1972 vide President’s Order No. 26 of 1972 under which
former Habib Bank Limited and Commerce Bank Limited and renamed as Agrani Bank PLC.
The Bank was incorporated as a State-owned Commercial Bank on 17 May 2007 under the
Companies Act 1994. On a going concern basis, Agrani Bank PLC took over the business,
assets, liabilities, rights and obligations of Agrani Bank PLC through a vendor’s agreement
signed on 15 November 2007 between the Ministry of Finance of the People’s Republic of
Bangladesh and the Board of Directors of Agrani Bank PLC with retrospective effect from 01
July, 2007.
Agrani Bank PLC is governed by the Board of Directors consisting of chairman, 5 Directors
and MD & CEO at present. The Bank is headed by the Managing Director & Chief Executive
Officer; Managing Director is assisted by Deputy Managing Directors and General Managers.
The bank has 11 Circle offices, 53 zonal offices and 37 Divisions in head office. ABL has
been able to create 974 branches including 36 corporate , 43 AD (authorized dealer) branches
widely distributed and is a technology pioneer, with all branches providing real time online
banking. We also have five subsidiaries: a merchant bank, a small and medium sized
enterprises (SMEs) financing company and remittance house in Singapore, Malaysia and
Canada.
Agrani Bank PLC is the First state-owned Commercial Bank in Bangladesh to introduce
Agent Banking. Currently ABL has 400 agent booths who are operating Agent Banking
activities around the rural areas of Bangladesh. In Agrani Bank PLC, Islamic Banking system
is operated under 'Islamic Banking Unit' since February 28, 2010. Currently Islamic banking
system is being operated through 60 windows.

2.2 Company Mission, Vision, Core Values and Motto

VISION
To become the best leading state-owned commercial bank of Bangladesh operating at
international level of efficiency, quality, sound management, excellent customer service and
strongliquidity.

MISSION
To operate ethically and fairly within the stringent framework set by our regulators and to
assimilate ideas and lessons from the best practices to improve our business policies and
procedures to the benefit of our customers and workforce.
Core Values
We value integrity, transparency, accountability, dignity, diversity, growth and
professionalism in providing high quality of services to all our customers and stakeholders
inside and outside the country

16
Motto
To adopt and adapt modern approaches to remain supreme in the banking arena of Bangladesh
with global presence.

2.3 SWOT ANALYSIS

SWOT Analysis is the detailed strategy of an organization’s exposure and potential in

perspective of its strength, weakness, opportunity and threat. This analysis used the
organization to make their existing line of performance also foresee the future to improve their
performance in comparison to their competitors.
By SWOT Analysis, an organization can also observe their current position. It can also be
considered as an important tool for making changes in the strategic management of the
organization.
SWOT is an acronym for the internal strength and weakness of a firm and the environmental
Opportunity and Threat facing that firm. So if we consider Agrani Bank PLC as a business
firm and analyze its strength, weakness, opportunity and threat the scenario will be as follows:

STRENGTHS
 Emphasis on promoting financial inclusion
 Managing and maintaining our reputation and brand image
 Comprehensive Credit Rating over the years
 Good Banker-Customer relationship
 Innovative products and services
 High Standards governance practices
 Strategically expansion of our footprint to targeted locations

17
  Continuous investment in digital technologies to drive growth
 Continuous training and up-skilling of our employees
 Strong Capital Base
 Young and Enthusiastic Work force
 Efficient Cost to income ratio
WEAKNESSES
 Varied Products and Services
 Considerable concentration on Large Loan
 Reliance on Industry Culture
 Lack of proficient manpower in some departments
 Limited Advertisement and Publicity of Bank's Product and Services
 Mitigate risks by diversifying our income and geographic concentration.
 Foster ongoing communication and collaboration with regulators
OPPORTUNITIES
 Continuous expansion in new business areas to include unbanked/under banked
population pools
 Enhance customer engagement for securing our position as a leading Bank
 Scope in digital Financial Inclusion
 Diversified Investment
THREATS
 Liquidity problem in the banking industry
 Looming Economic crisis because of Supply Chain disruption due to ongoing Russia
and Ukraine war
 Higher Inflation
 Increasing trend of NPLs
 Reduction of Foreign Reserve

2.4 Slogan of Agrani Bank PLC

The Slogan of Agrani Bank PLC is “Committed to serve the nation”

18
2.5 Product of Agrani Bank PLC
Deposit Product:
Deposit Accounts
 Current Deposit (CD)
 Savings Deposit
 Special Noticed Time Deposit (SNTD)
 Non-Resident Special Taka Account (NRTA)
 Non-Resident Investors Taka Account (NRIT)
 Students Savings A/C (School Banking)
 Small Life Insurance Policy Holders A/C
 Ten Taka Farmers A/C
 Freedom Fighters A/C
 Fixed Deposit (FDR)
Deposit Scheme:
 Agrani Bank Pension Scheme (APS)
 Agrani Bank Bishesh Shanchay Scheme (ABS)
 Agrani Bank Quarterly Income Scheme
 Agrani Bank Double Benefit Scheme
 Agrani Bank Millionaire Deposit Scheme
 Agrani Bank Lakhpoti Deposit Scheme
 Agrani Bank Prabash Deposit Scheme
 Agrani Bank Deposit Scheme for Women
Foreign Currency Account:
 Foreign Currency A/C (FC)
 Non-Resident Foreign Currency Deposit A/C (NFCD)
 Resident Foreign Currency Deposit A/C (RFCD)
 Exporters Retention Quota A/C
Import Finance:
 Loan Against Imported Merchandise
 Loan Against Trust Receipt
 Payment Against Document
Export Finance:
 Export Cash Credit
 Packing Credit
 Local/ Foreign Bills Purchased
 Loan Against Export Development Fund

19
Loans & Advances:
 Cash Credit(Hypo)
 Cash Credit(Pledge)
 Industrial Credit (IC)
 Housing Loan (General & Commercial)
 Consumer Credit
 Loan for Overseas Employment
 Weavers’ Credit
 Crop Loan
 Fishery Loan
 Animal Husbandry Loan
 Agri Machinery Loan
 Rural Transport Loan
 Service Sector Loan
 Trading Sector Loan
 Manufacturing Sector Loan
 Women Entrepreneurs Loan
Money Market:
 Call Money Transactions
 Treasury Bills
 Treasury Bonds
 Secondary Trading of Govt. Securities
 Repo
 Reverse Repo
 Other Investments
Foreign Exchange Market:
 Selling Foreign Currency for Import Payment
 Buying Foreign Currency against Export Proceeds
 Fixation of Exchange Rate
 Foreign Currency Buying and Selling
 SWAP Transactions
 Forward Transaction
 Term Placement
Letter of Credit:
 Letter of Credit- Sight
 Letter of Credit- Usance
 Back to Back L/C

20
2.6 Services of Agrani Bank PLC
Value Service:
 Locker Service
 Utility Bill Collection
 Arm Forces Pension Payment
Cash Service:
 ATM Service
 Cheque Encashment
 Foreign Currency
Islamic Banking Service:
I. Deposit
 Mudaraba Savings A/C
 Mudaraba Hajj Savings Scheme
 Mudaraba Term Deposit
 Mudaraba Mohor Savings Scheme
II. Investments:
 Bai Murabaha
 Bai Muazzal
 Bai Sal
Other Foreign Exchange Service:
 Documentary Bill Collection
 Advanced Payment for Import & Export
 Foreign Remittance (incoming & Outgoing)
 Issuance of Draft, TT

21
2.7 Strategic objectives of Agrani Bank PLC

 Gaining competitive advantage by lowering overall cost compared to that of others

banks.
 Overtaking the competitors by proving good quality customer service.
 Achieving technological leadership among the peer groups in the country.
 Emphasizing in research capability for innovative products.
 Contributing towards the economic well-being by focusing moreover on SME and
agricultural sectors in the country.
 Strengthening the Bank’s brand image

2.8 Hierarchy of Agrani Bank PLC

The Bank is being overseen and worked by a gathering of profoundly taught and expert group
with enhanced involvement in fund and saving money. The Management of the bank always
concentrates on comprehension and foreseeing clients' needs. The situation of managing an
account business is changing step by step, so the bank's duty is to gadget system and new
items to adapt to the evolving environment. Agrani Bank PLC. has as of now accomplished
enormous advance inside just two years. The bank has officially positioned as one of the
quality specialist co-ops and is known for its notoriety

22
 Chapter Three
Theoretical Framework of Customer Relationship Management

23
3.1 Introduction
Customer Relationship Management (CRM) as the name suggests, the primary focal point is
placed on the customer. The key objective is to increase customer value over time by
increasing customer loyalty. If a company develops better customer relationships, it also
improves business processes as well as its profits. In general, CRM is a more efficient
automated method used to connect and improve all areas of business to focus on creating
strong customer relationships. All forces are coupled together to save, improve, and acquire
greater business to customer relationships. The most common areas of business that are
positively affected include marketing, sales, and customer service strategies. Customer
Relationship Management (CRM) helps create time efficiency and savings on both sides of
the business spectrum. Through correct implementation and use of CRM solutions, companies
gain a better understanding of their strongest and weakest areas and how they can improve
upon these. Therefore, customers gain better products and services from their businesses of
choice. In order to achieve better insight on CRM, it is essential to consider all of its
components.

3.2 What is customer relationship management?

Customer relationship management (CRM) is the combination of practices, strategies and
technologies that companies use to manage and analyze customer interactions and data
throughout the customer lifecycle, with the goal of improving customer service relationships
and assisting in customer retention and driving sales growth. CRM systems compile customer
data across different channels, or points of contact between the customer and the company,
which could include the company's website, telephone, live chat, direct mail, marketing
materials and social media. CRM systems can also give customer-facing staff detailed
information on customers' personal information, purchase history, buying preferences and
concerns.

3.3 Function of customer relationship management

 Acquiring & storing information
 Customer management
 Management of marketing policies
 Increase sales
 Proper communication network
 Cost controlling
 Improve quality
3.3.1 Acquiring & Storing Information
It is one of the most important functions performed by CRM. It collects & stores information
about target customers from the market. The information collected is stored on databases
centrally. This data can be easily accessed anytime from anywhere. Information collected is
used by businesses to understand their customer’s behavior. This will eventually help in
providing better satisfaction to customers. It’s the basic concepts about capturing new

24
customers in business. Agrani Bank Limited have to focuses on important issues like interest
rate, lower service charge, easy loan system that attracts the new customers to open a bank
account.
3.3.2 Customer Management
Management of customers is important task performed by CRM. It divides & groups all
customers into different groups as per their behavior& nature. Segmenting of customers helps
in serving them better. Categorize customers based on their needs, behaviors, and
demographics to tailor services more effectively. Customers will be treated differently
according to their groups. This will improve the relationship with customers. Customers are
happy & satisfied when they are treated properly. Customer management practices, banks can
create positive experiences, build lasting relationships, and adapt to the changing landscape
of the financial industry.
3.3.3 Management of Marketing Policies
It is concerned with personalizing of marketing programs of businesses. It aims at designing
marketing strategies as per the needs of different customers. Attempts are made to attract more
& more customers. Salespersons are trained properly according to information acquired.
Opportunities that can grab new customers are included in marketing strategies. Managing
marketing policies with a focus on these factors, banks can build a strong brand presence,
attract and retain customers, and contribute positively to the communities.
3.3.4 Increase Sales
Customer Relationship Management aims to increase sales & profit of the business. It helps
in increasing business with existing customers as well as new customers. Strengthen
relationships with existing customers through personalized services, targeted offers, and
effective communication. CRM focuses on Cross-selling & Up-selling techniques to increase
its sales with existing customers. Identify opportunities to offer additional products or services
to existing customers based on their needs and preferences. Once customers are satisfied &
happy with business, cross-selling & up selling are effective in increasing business with them.
Customers start believing in particular brand & try its different products.
3.3.5 Communication Network
Providing good customer support is an important function performed by CRM. It aims at
providing fast & best customer support. A proper channel is developed to handle all the
problems & queries of customers. Customers can easily contact the agents & get their issues
resolved. Agents are required to keep a record of each & every interaction with customers.
Communication networks are the backbone of the banking sector, enabling a wide range of
services, transactions, and internal operations. Ensuring the security, reliability, and efficiency
of these networks is crucial for the smooth functioning of the financial industry.

25
3.3.6 Cost Controlling
Cost-saving is one of great challenge in front of any business. Business is successful if it is
able to provide better quality products at less cost. Customer Relationship Management
reduces the expenses of business by minimizing the paperwork involved. All data is stored
digitally on a database centrally. Also, it reduces the manpower requirement for business. It
overall brings down the cost & increase the profit margin. It's important to note that cost
control measures should be balanced with the need to maintain service quality, compliance,
and overall competitiveness in the banking sector. Regular monitoring and adjustment of cost
control strategies are essential to adapt to changing market conditions and regulatory
environments.
3.3.7 Improve Quality
Customer Relationship Management aims at increasing the product quality of businesses. The
information acquired through the CRM technique helps in better understanding the needs of
customers. This information is then used for customizing the offerings of businesses to
customers. Products & services are customized as per people needs. This helps in making
customers happy & properly satisfied. It also ensures whether the product is meeting the
minimum quality standard level. Effective customer relationship management (CRM) can
lead to increased customer satisfaction, loyalty, and ultimately, revenue.

3.4 Tools of customer relationship management

A Customer Relationship Management (CRM) system is a tool for collecting and managing
the information and interactions your business has with your customers, sales leads, suppliers
or other businesses.
It can help you with:
 Tracking the success of your marketing activities
 Identifying and following up on prospective customers
 Maintaining relationships with loyal customers
 Grouping your customers types to develop personalized communications
 Seeing which customers have signed up to your marketing lists understanding which
customers have responded to your offer or promotion.
3.4.1 Sales flare
Sales flare is a cloud-based customer relationship management (CRM) solution aimed at
startups and small businesses, which is designed to automate data entry and remove the need
for users to enter company, contact, meeting, and call data manually. It's important for banks
to integrate these tools and strategies seamlessly into their operations, always keeping the
customer experience in mind. Additionally, complying with regulatory requirements and
ensuring data security are paramount when implementing sales tools in the banking sector.

26
3.4.2 Keep track of leads automatically
Sales flare tracks a customer interaction automatically, so you always have a complete
overview of all emails, meetings, calls, and email/web tracking. It automates your address
book based on email signatures and public social data. And it organizes all the documents you
exchanged too. Just sync with Gmail. Effectively utilizing CRM tools with these features,
banks can automate lead tracking processes, streamline sales workflows, and enhance overall
efficiency in managing customer relationships. This contributes to improved customer
satisfaction and increased sales opportunities.
3.4.3 Creation CRM
Creation CRM (formerly bpm' online CRM) is process-driven cloud based software that
connects the dots between marketing, sales and customer service, efficiently managing the
complete customer journey – from lead to order, and to ongoing account maintenance.
Key Features
 360° customer view
 Mobile sales
 Synchronization, integration and import
 Email-marketing and event management
 Omni channel communications

3.5 Loyalty of customer relationship management

Customer-relationship management (CRM) and loyalty programs create opportunities to build
your customer base, grow brand value, and improve profits. Ansira takes those programs one
step further by devising a strategy for seamless experiences across brand and local channels
that turn everyday patrons into extreme loyalists. With transparency and control across
marketing and sales channels and cohesive customer interactions across the entire marketing
ecosystem you not only find new customers and reward existing customers, but you also build
meaningful, lasting relationships. Recognized as a strong performer in “The Forrester
Wave™: Customer Database and Engagement Agencies, Q2 2018,” Ansira has experts in
customer experience planning, loyalty program design, database services, analytics, martech
integrations, website and mobile app development, and channel-specific communication such
as social media and email. And we’re as fanatic about improving your business as you want
your customers to be about your brand.
3.5.1 A Single Source of Truth
CRM starts with data. When you integrate brand data with local channels, you create
satisfying experiences that keep customers coming back. Add centralized intelligence and
decision-making, and the result is a single source of truth and interaction with your customers
and timely, relevant messaging that makes an impact, whether through your company’s
website, social media channels, or email marketing campaigns. Now imagine if that single

27
source of truth were delivered to your channel partners so they could better market to your
customers and they, in turn, could send their customer data back to you. That’s what happens
with through-channel marketing automation (TCMA), which is another one of our specialties.
3.5.2 Beyond the Loyalty Program
In the Expectation Age, brands have to think bigger than rewards for purchases. Loyalty can’t
be accomplished through a single program or platform. There has to be a comprehensive, data-
driven strategy across channels to create cohesive communication and experiences that drive
retention, foster engagement, and build brand advocacy. When you use data and decision to
personalize experiences, you generate emotional connections and customer allegiance. We
understand that, which is why Forrester recognized Ansira as a loyalty agency in “Now Tech:
Loyalty Marketing, Q4 2018.
3.5.3 Martech Makes It Happen
No CRM or loyalty program is possible without marketing technology. But it’s never as
simple as picking a vendor and implementing an out-of-the-box solution. At Ansira, we’re
practitioners, not just consultants. We’re marketers, not just technologists. And we’re strategic
partners, not just vendors. We aim to guide your brand to a future state of full data and
technology integration, ownership of major marketing functions, and transparency for all key
stakeholders. We start with stakeholder interviews to understand your business needs. Then
we conduct a technology audit of legacy systems to assess your brand’s current state and
identify areas for improvement, including ways to eliminate waste and redundancies. From
there, we put together a road map with recommendations for filling in the gaps or
implementing best-in-breed martech solutions. Because we take a technology independent
approach, our recommendations are based on client needs, not vendors. So when you work
with Ansira to acquire, grow, and retain high-value customers, you’re not tied to one
marketing technology. Our experts have experience with the top martech players in analytics,
media, CRM, database, and web development. We are proud to be the largest independent
marketing firm with business-level partnerships with Adobe and Sales force.

3.6 CRM process in banking system

One of the unique challenges of business banking in a digital world is meeting customer
expectations. You can’t just have a great checking account or lending terms, as you can with
most retail customers. You must offer sound financial advice. And in the information age, that
means having in-depth knowledge of each customer’s industry, taking a tailored approach,
and doing it all faster than ever before. Your corporate customers want goal-based planning,
proactive insights, personalized outreach, and more. As fin techs create seamless, effortless,
personalized experiences for customers, including in the banking space, business banks should
follow suit or risk falling behind in the competitive landscape. With all that’s expected of
banks, a Customer Relationship Management (CRM) solution is no longer optional. It’s
critical to your success. A great CRM can help any company market to new customers, close
the deal, and provide excellent customer service, but the benefits of a CRM in business

28
banking are especially lucrative. Here are some of those benefits and how you can become the
bank that customers love with the right banking CRM solution. There are five steps of CRM
process are:
 Generate brand awareness
 Acquire leads
 Convert leads into customers
 Provide quality customer service
 Invest in loyalty and upgrading
Generate brand awareness:
The first step of CRM is how to introduce prospective clients to your business is by building
brand awareness. There is a lot of competitors in the market so, the marketer should create
brand awareness among customers in the market that this particular brand is also exists in the
market. Generally, it is the introduction of your business to customers.
Acquire leads:
CRM process is just begun from introducing your brand to potential customers. While
introducing the brand marketer should encourage the customers to learn more about your
business to attract towards your brand. Marketing campaigns are also beneficial to influence
the customers.
Convert leads into customers:
The next step of CRM process is conversion of leads into customer. This is the step where
you actually see the profits of an effective CRM strategy. When customers are interested about
your brand then now it’s time to turn those leads into actual customers.
Provide quality customer service:
To maintain the customer relevancy providing quality customer service is imperative step. It
is of extreme importance to understand what changes are required to improve customer
experience.
Invest in loyalty and upgrading:
The final step in CRM process is to provide support to customers to boost up the loyalty of
customers. In addition to retaining the customers for increasing profits another way is to focus
on upgrading their purchasing order by switching their shopping habits to more luxury
products or services.

3.7 Customer satisfaction

Customer Satisfaction has become an important aspect of measuring performance, particularly
for the banking and finance industry. As most banks and finance organizations offer similar
products and services, improving customer satisfaction and loyalty is the most important
factor in maintaining as well as increasing market share for these organizations. Customer

29
satisfaction is a grossly neglected area for performance measurement in almost all Least
Developed Countries (LDCs) and Bangladesh is no exception. Customer satisfaction is quite
a complex issue and there is a lot of debate and confusion about what exactly is required and
how to go about it. This article is an attempt to review the necessary requirements, and discuss
the steps that need to be taken in order to measure and track customer satisfaction.
Banking operations are becoming increasingly customer dictated. The demand for ‘banking
super malls’ offering one-stop integrated financial services is well on the rise. The ability of
banks to offer clients access to several markets for different classes of financial instruments
has become a valuable competitive edge. Convergence in the industry to cater to the changing
demographic expectations is now more than evident. Banc assurance and other forms of cross
selling and strategic alliances will soon alter the business dynamics of banks and fuel the
process of consolidation for increased scope of business and revenue. The thrust on farm
sector, health sector and services offers several investment linkages. In short, the domestic
economy is an increasing pie which offers extensive economies of scale that only large banks
will be in a position to tap. With the phenomenal increase in the country’s population and the
increased demand for banking services; speed, service quality and customer satisfaction are
going to be key differentiators for each bank’s future success.
Satisfaction of Customer:
 Easy for transaction around the country
 Low interest for any transaction
 High security arrangement
 Available Branches.

3.8 Positive effects of CRM in banking sector:

Customer relationship management has a very vital role in the banking sector in establishing,
maintaining and retaining of customers as well. Positive effects are as follows:
 Information obtained through CRM is speedy and exact.
 Understanding customer behavior and their needs and desires, so that product or
service can be customized according to customer.
 CRM is helpful in selling multiple products of banks such as deposits, credits and
investments etc.
 CRM also helps in boosting the strong customer loyalty and good relationship with
customers.
 Customer relationship management helps in selection of profitable customers.
 Customer relationship management assists in improving efficiency and effectiveness
of sales.
 By using CRM, banks providing new technologies to customers such as mobile
banking, ATM, E-cards etc.
 CRM provides information about customers that helps in segmentation of market.

30
 Chapter Four

Customer Relationship Management of Agrani Bank PLC

31
4.1 Customer Relationship Management of Agrani Bank PLC
Agrani Bank PLC, a prominent State-owned commercial bank, upholds the principles of the
“Triple Bottom Line (TBL)” philosophy. TBL encompasses three essential aspects: Profit,
People, and Planet. Agrani Bank PLC places significant importance on the well-being of the
people within the country, as well as social and environmental concerns. The Bank firmly
believes that sustainable economic growth can only be achieved when business activities are
aligned with social and environmental priorities. The Bank opines CSR performance not only
as a voluntary, charitable service but it also incorporates this in its core banking operations on
an ongoing basis with a view to increasing Bank's brand image. With a view to discharging
Corporate Social Responsibilities in a most organized and coordinated way. Their CSR
activities follow transparent business practices that are based on ethical values, compliance
with legal and regulatory requirement and respect for people, communities and the
environment. We are responsible for the totality of our impact on people and the planet,
beyond making profit
4.1.1 Corporate Social Responsibility (CSR)
Corporate Social Responsibility (CSR) has emerged as a crucial initiative and an important
indicator for the progress of developing nations worldwide. Its significance lies in the
endeavors undertaken to improve the lives of disadvantaged individuals within society.
Recognizing its importance, Bangladesh Bank has officially taken steps to promote the
integration of CSR practices within banks and financial institutions in Bangladesh, aligning
them with the achievement of the Sustainable Development Goals (SDGs). Agrani Bank PLC
firmly believes that a thriving society is a prerequisite for a favorable business environment.
The ethical standards of Agrani Bank PLC extend beyond profit maximization, as the vision
is centered on creating a society where human dignity and rights are held in the highest regard.
CSR is the concept that allows businesses to balance profit-driven activities with endeavors
that benefit society. It entails developing businesses that maintain a positive relationship with
the communities in which they exist or operate.
By committing to social responsibilities, companies can not only enhance their reputation but
also generate profits. These ideas inspire investors to invest in and consume goods and
services offered by socially responsible companies. In essence, social responsibility helps
companies build a positive reputation. Agrani Bank PLC places great emphasis on providing
CSR facilities, particularly in prioritized sectors such as supporting marginalized communities
(including the physically disabled, disadvantaged individuals, groups and those affected by
natural disasters), poverty reduction, human resource development, education expansion,
healthcare and treatment, and the establishment of Day Care Centers. The bank also focuses
on preserving history, culture, tradition, sports, and environmental conservation.
4.1.2 Safety Net Program
As a state-owned bank, Agrani Bank Limited actively participates in supporting the poor and
vulnerable through various activities under the government’s social safety net programs. The
Bank extends its services under these programs without charging any service fees or

32
commission, ensuring that financial assistance reaches those in need without any additional
burden. With the continuing economic growth and a favorable democratic political
environment, Bangladesh is on the path to transitioning from solely relying on social safety
net programs to establish comprehensive social security programs. Agrani Bank PLC plays
an active role in facilitating the smooth implementation of this comprehensive social
protection system in Bangladesh. The Bank works diligently to support the unfolding of these
programs, recognizing the opportunities that arise from the country’s progress and the
importance of ensuring the well-being and security of its citizens. Agrani Bank’s service to
Safety Net Programs are:
 Education
 Daycare Center
 Health Care
 Disaster Relief
 Special Contribution for COVID-19 Victims

Education
Agrani Bank PLC has contributed a total of Tk 9.98 crores towards the education sector from
2011 to 2022. In 2022, Agrani Bank PLC donated a financial grant of Tk 15.84 lakh to the
Prime Minister’s Education Assistance Trust Fund. The aim of this contribution is to support
the various initiatives taken by the government to eradicate illiteracy and ensure education for
all. The grant is intended to provide stipends and enhance the quality of education for
underprivileged but talented students who are unable to access educational opportunities due
to financial constraints.
Daycare Center
The BB issued a circular and guidelines to managing directors and chief executive officers of
all banks asking them to set up day-care center in a place solely or jointly so that the children
of the banks’ employees could be helped by proper physical and mental support. According
to the circular, employees of all banks irrespective of gender can avail the services of the
daycare centers. As per Bangladesh Bank circular, state-owned 5 banks (Agrani Bank PLC,
Sonali Bank Ltd, Janata Bank Ltd, Rupali Bank, BASIC Bank Ltd) has been operated a day
care center since 2015. Agrani Bank PLC has been covering the monthly operation cost from
its Corporate Social Responsibility fund. Currently, the daycare center is serving 44 children,
including 22 children of officers and support staff of Agrani Bank PLC.
Health Care
From Health sector Agrani Bank PLC has disbursed Tk5.57 crore during the period 2011-
2022. Tk10.00 lakh was provided from CSR sector in favor of ICDDR, B in 2022 to deal with
health risks during Corona situation.

33
Disaster Relief
Agrani Bank PLC has always played a leading role in dealing with disasters. From disaster
relief sector Agrani Bank PLC has disbursed Tk 10.27 crore to the period 2011 to 2022. ABL
has donated a total of Tk1.98 crores to the Prime Minister’s Relief Fund from the CSR sector
to help the victims of recent floods and landslides.
Special Contribution for COVID-19 Victims
In 2021 Agrani Bank PLC distributed 62.78 lakh among the beneficiaries affected by Covid-
19 through in as many as 960 branches including 36 corporate branches to conduct special
CSR activities nationwide under the supervision of Sustainable Finance Division.

4.1.3 Green Banking

Green Banking has emerged as a significant driver of change. The concept of Green Banking
has gained widespread recognition worldwide. It involves conducting banking operations
while giving special consideration to social, ecological, and environmental factors, with the
goal of conserving nature and natural resources. Green Banking is defined as the promotion
of environmentally friendly practices and the reduction of carbon footprint associated with
banking activities. This approach encompasses two main aspects. Firstly, Green Banking
focuses on transforming the internal operations of banks to become more environmentally
sustainable. This involves adopting renewable energy sources, automation, and other
measures to minimize the carbon footprint generated by banking activities. Secondly, banks
should incorporate environmentally responsible financing practices by assessing the
environmental risks associated with projects before making financing decisions. In particular,
they should support and facilitate the growth of green initiatives and projects.
Green Banking encompasses various aspects, including sustainable banking, ethical banking,
green mortgages, green loans, green credit cards, green savings accounts, green checking
accounts, green money market accounts, mobile banking, online banking, remote deposit,
waste management, roof gardening, and green financing for Agrani Bank PLC customers and
propective customers.
Bangladesh Bank has established a separate guideline on ‘Environmental Risk Management’.
To support and facilitate green banking initiatives, the bank has also introduced refinancing
schemes and various activities. These include the implementation of a green banking policy,
establishment of a green banking unit, allocation of funds for green banking, provision of
funds for green financing, adoption of mobile and online banking services, integration of
environmental risk rating systems, promotion of effluent treatment plants (ETP), and support
for ETP-related projects.

34
4.2 Functions of customer relationship management of Agrani Bank PLC

Proper communication network

The function build up a relationship with the customer so it is very significant for the company
If any company have gap to communication that time create many problem. That’s why
Agrani Bank PLC trying to keep always a good communication network with the customer.
Networking enables a participant to build connections that serve as useful references or
referrals for jobs and others business opportunities. Networking can result in connections
being made with individuals who can share information and insights related to their area of
expertise. Networking can also yield social benefits many people who network online find
that they are able to connect with and meet online colleagues as they travel to business event
around the country.

Customer management
Customer management system is very important for Agrani Bank PLC like customer seating
place, organization environment, step by step work service, good behavior with them,
customer retention and loyalty are important goals for successful companies. Agrani Bank
PLC aim is to retain and develop a core customer base. Good customer management enables
the bank to ensure the services they provide are online with what the customer wants.
Importantly, it can also identify future opportunities for their growth.
Improve quality
Agrani Bank Limited always tries to improve their quality because quality is the main for an
organization. If Agrani Bank PLC provide low quality service that time customer will not
happy and the customer want not came again. So Agrani Bank PLC give priority Improve

35
quality.Agrani Bank Limited ensures whether the product is meeting the minimum quality
standard level. And also provide Effective customer relationship management (CRM) can lead
to increased customer satisfaction, loyalty, and ultimately, revenue.
Proper service provide
Agrani Bank PLC always tries to provide proper service because it is the believable zoon.
Like net service, call service, credit card service, ATM booth service, account opening service
and many others. Service are very important for banking section because it’s a service
organization that why Agrani Bank PLC try to provide accurate service.
Cost controlling
In recent decades, a majority of countries have experienced a systemic banking crisis requiring
a major-and expensive-overhaul of their banking system. Not only do banking crises hit the
budget with outlays that must be absorbed by higher taxes (or spending cuts), but they are
costly in terms of forgone economic output. Agrani Bank PLC takes different policy for
limiting the cost of crises, but there has been little systematic effort to see which
recommendations work in practice.

4.3 Tools of customer relationship management of Agrani Bank PLC

 Gifts
 Arrange Seminar
 Invite
 Occupational wish
 Mobile messaging
 Try to create friendship relation
 Offering
Gifts
Every people like gift, Gift are joyful for any person, that’s why Agrani Bank PLC follows
this policy. When a customer does FDR that time Agrani Bank PLC provide a gift and when
a customer clear loan that time also Agrani Bank PLC provide gift. While ABL giving gifts
on customers is not typically considered a tool in the traditional sense, the act of providing
gifts or incentives can be part of a broader customer relationship management (CRM) strategy
for banks. This policy creates build up good relationship with the customer.
Arrange seminar
Agrani Bank PLC many time arrange many kind of seminar that time invite the loyal
customer, regular customer, potential customer etc. Agrani bank Arrange meeting, seminar
workshop or any other Non formal programs periodically to convey their awareness message
and alart tips to the customers relating to their own banking products and services. Here we
discuss with our customer new policy, many kind of offer, our opportunities, banking success
and motivational speak.
36
Invitation
Agrani Bank PLC many time get invitation from customer like many garments visiting or any
organization visiting offer that time build up a strong relationship. This is the one kind of tools
of customer relationship management. Customer relationship is increase profit for sale service
or goods.
Occupational wish
Agrani Bank PLC wish their customer like Eid, Puja, 1st boishakh, 16th December, 21st
February etc. this policy customer gets inspired and feel happy. They understood the bank
missed them.
Mobile messaging
Most of the time, Agrani Bank PLC message their customers, like dear customer good
morning, have a good day, good night many others. There for banking much news provide for
the customer like, cheek issue date, credit card issue date etc.
Try to create friendship relation with the customers
Agrani Bank PLC always emphasizes priority customer view and keeps relation like a friend.
This tools work for long time and build up a strong relationship with the customer. It’s very
beneficiary for an organization because customer belief the organization for their based on
friendship relation.
Offering
Agrani Bank PLC offers different services when customer come in any work bank related
work that time after finished the work they offer for new policy, like new FDR, new loan
policy, foreign exchange related offer many others.

4.4 Customer charter of Agrani Bank PLC

Agrani Bank PLC is deeply committed to providing customers with banking service that is
simple to understand and delivered in a responsible manner by our people in accordance with
the highest standards service and integrity. This customer charter sets out the specific service
standards which customers may expect from us. It reflects both the product and service that
they offer and the high standard which is aspires. This charter also includes how to contact us
and give us feedback particularly if anything goes wrong and how customers can assist us
serve them better successful practice of the norms set by this charter is a joint effort between
officer as the valued customer and the bank. The bank strives to improve their service to
customer and solicit their support and cooperation in our endeavor to reach the goals.

37
4.5 Key Commitment of Agrani Bank PLC
Agrani Bank PLC assures their commitment to delivery services with the following key
principles.
Compliance and Accountability:
 The bank governed by rules and norms of banking. All our product and services
comply with relevant laws and regulations of Bangladesh.
 They explain and help customers understand; he financial benefits of our products and
services they are interested in, how they work and the risks involved therein.
Fairness:
 The bank act fairly and reasonable in a consistent and ethical manner while dealing
with the customers.
 They ensure fairness and promptness in dispute resolution. Customers can get more
details on the company complaints management procedure while visiting any
branches.
 The bank does not discriminate against age or gender and make products and services
available for all customers on the same terms and conditions.
Privacy and Confidentiality:
 Agrani Bank Limited treats their customers’ personal information as private and
confidential and ensures the safety and security of the usage of that information’s. We
do not disclose personal information of the customers unless authorized by them or
required by law to do so.
 They do not use personal information of the customers for our own marketing purposes
without their consent.
Reliability:
 They ensure that their customers enjoy secured and reliable banking services.
Transparency:
 Agrani Bank PLC provides customers with clear, relevant and timely information to
help them make an informed decision about our products and services.
 They inform their customers through various channels (e.g. over the internet by
telephone, email or at our branches) of available products and services. Customers can
contacts with them for information or provide feedback through these channels.
 The Bank exercise care to provide customers a balanced view of benefits and risks of
investment products explain critical terms to them and ensure that the investment
product suits their requirement and we do not realize any hidden charge from
customers.

38
Accessible and secure:
Agrani Bank PLC always strives for easy and convenient ways for their customers to have
access to their money when they need it:
 They have branches and Kiosks across the country to serve customers at their doorstep.
 They try to enhance internet and mobile phone banking functionality.
 Their busiest branches have evening banking facility.
 They have ATMs in convenient locations.
 The bank ensures security of customers’ money, valuables and information as well.
 It helps customers find the right product to meet their needs.
To provide better service to their customers Agrani Bank PLC expect from their valued
customers to:
 Follow the banking norms, practices, functional rules etc.
 Maintain disciplinary arrangement at the customers serve points.
 Convey to the bank any changes in their address, contact number, KYC and TR.
 Convey their grievance to the bank in a proper way or in prescribed form.
 Avoid showing unreasonable persistence and demand.
 Ask any query at prescribed desk such as customer’s service desk, help desk,
information desk or enquiry desk at first instance.
 Have the full knowledge and understanding of the product/ service offered before
entering into the contract and abide by the terms and conditions therein
 Duly fill in and submit the required application forms and supporting documents in
time.
 Exercise due care in all transactions with bank and notify the bank promptly f any
fraudulent transaction or such attempts in their accounts with the bank whenever they
become aware of such incidents.
 Keep their cheque books in safe custody and they should not put their signatures on
black cheque-leaves.
 Exercise utmost care in using and storing handing personal identification
numbers(PIN) and security measure of other electronic cards issued by the bank

4.6 Customer relationship management process of Agrani Bank PLC

 Front Desk Services
 Account Opening/Closing Section
 Investment Department
 ATM Services
 Locker Services
 Mobile Financial Services
 Foreign Remittance
 Money laundering
 Complaint Cell

39
Front Desk Services
In front desk services customers can get any information about their services. Customers can
know about their account balance, loan information, interest rate, maturity date of FDR etc.
Customers also get their accounts statement and solvency certificate from the front desk
services.
Account Opening/Closing Section
Account opening section is responsible for opening new account of the customers. Customers
collect account opening form the respective officer and provide all essential documents to
open a new account. If a customer wants to close his/her account in matured date or any other
situation they need to contact with account closing section.
Investment Department
If a customer wants to take loan they need to contact with investment department. Investment
Department Officer is responsible for provide different types of loan by verified their
documents. They also responsible for informed about interest rate and terms and conditions
of loan repayment with their customers.
ATM Services
Agrani Bank PLC has launched Debit card under Q-cash brand shared ATM network system
maintained by Information Technology Consultants Limited (ITCL). At present more than 26
banks are the members of this Q-Cash branded shared Network and more than 1200 ATMs
are in operation in the network.
 Fast Cash
 Cash Withdrawal
 Balance Inquiry
 PIN Change
 Receipt Print
 Mini Statement
 Fund Transfer, Utility Payments
Locker Services
For safekeeping of customers' valuables like important documents and goods like jewelries
and gold ornaments, Agrani Locker Service is available in most of the Branches in urban
areas.
Nature of Nature of Rate of Charges
Service Charges
Custody of Rent a) Yearly TK.2000/= for small size locker
Locker / Safe b) Yearly TK.2500/= for medium size locker
c) Yearly TK.3000/= for big size locker
d) Key Deposit at a time for TK 5000/= for all
Categories(Refundable on closing)
40
Mobile Financial Services
Agrani Bank PLC offers Justpay mobile banking service for their customers. JustPay is a
Mobile Banking Financial Application offered by Agrani Bank which helps you to fulfill your
banking needs anywhere, anytime! This application helps you to manage your fund
effortlessly. Using the app you can
 See your balance
 Move your money and
 Track your Transaction
Quick, Easy access to your accounts lets you track your money and stay in control of your
finances. Pay bills and make transfers whenever you've got a moment to spare. Track account
activities, monitor your transactions with our Account History function.
 Simply login using the same username and password that you use for online banking
 Track your money and stay in control of your finances
 Pay bills and make transfers whenever you've got a moment to spare
Foreign Remittance
This bank is authorized dealer deal in foreign exchange business. As an authorized dealer, a
bank must provide some services to the clients regarding foreign exchange and this
department provides these services.
The basic function of this department are outward and inward remittance of foreign exchange
from one country to another country. In the process of providing this remittance service, it
sells and buys foreign currency. The conversion of one currency into another takes place at an
agreed rate of exchange, which the banker quotes, one for buying and another for selling. In
such transactions the foreign currencies are like any other commodities offered for sales and
purchase, the cost (convention value) being paid by the buyer in home currency, the legal
tender.
Money laundering
Money laundering is the process of transforming the proceeds of crime into ostensibly
legitimate money or other assets. It happens in almost every country in the world and a single
scheme typically involves transferring money through several countries in order to obscure its
origins. And the rise of global financial markets makes money laundering easier than ever,
making it possible to anonymously deposit proceeds of crime in one country and then have it
transferred to any other country for use.
Money laundering has a major impact on a country‘s economy as a whole, impeding the social,
economic, political and cultural development of a society. Both money laundering and
terrorist financing can weaken individual financial institution and they are also threats to a
country‘s overall financial sector reputation. Combating money laundering and terrorist
financing is, therefore, a key element in promoting a strong, sound and stable financial sector.

41
The process of money laundering and terrorist financing (ML & TF) is very dynamic and ever
evolving. The money launderers and terrorist financers are inventing more and more
complicated and sophisticated procedures and using new technology for money laundering
and terrorist financing. To address these emerging challenges, the global community has taken
various initiatives against ML & TF. In accordance with international initiatives, Bangladesh
has also acted on many fronts.
Complaint Cell
Agrani Bank PLC is committed to delight our customers in every single interaction. Our
constant endeavor is to make happy with our services and support. Our grievance redressed
process ensures that grievances to be addressed by us as soon as possible.
Address 9/D Dilkusha Commercial Area,Dhaka - 1000, Bangladesh.
E-mail Address E-mail Address [email protected]

Fax (+8802) 956 2346, 956 3662

PBX Range 880-2) 9566153-54,9566160-69,9566074-75

They are committed to serve their customer efficiently within shortest possible time and they
hope most of the issues can be resolved by their Customer Service Executives simply over
phone.

42
 Chapter Five
Findings, Recommendations and Conclusion

43
5.1 Findings of the study
As completing the internship program in Agrani Bank PLC & worked in the BSMRSTU
Branch only, so the report is fully based on the performance evaluation of BSMRSTU Branch.
But to prepare this report there were some difficulties through, so findings are given below:
 Customers wait for a long to get the service as both pay orders, and remittance done
by the same person. So, time management for desired service is a weak attribute.
 Insufficient space for clients to wait in Cash and accounts department. So, there is
always a chaos in the waiting gatherings and interrupts the internal environment.
 In remittance section customer sometimes get bored for mismatching paper and system
information as both pay orders and remittance done by same person, the overall task
is huge burden for a single person to control and update everything so fluently in the
system.
 To collect the remittance money, customers have gone through same department for
the authorization of the money so sometimes they might get disappointed for repetitive
approaches.
 As it is a service-oriented sector. For any IT problem they have to depend to the head
office which increases customer response time and this contributes to the lack of
control on overall time management.
 In accounts and clearance department for auditing the pay order or deposit and
withdrawal paper, they use interns. If any document lost or audit mismatch that claim
issue will raise to him or her that can be a burden.
 Lack of monitoring of the quality measurement exists in the bank which has
questioned the accountability.
 No research or survey has taken place in the bank to understand the gap in the service
quality model.
 The management has weak understanding that service is the key factor in banking
sector to stand out or to perform better.

5.2 Recommendations
As completing internship program in Agrani Bank PLC & worked in the BSMRSTU Branch
only, so the report is fully based on the performance evaluation of BSMRSTU Branch. But to
prepare this report there were some difficulties through, so the recommendations are given
below:
 In bank multiple customers arrive at a time and it is not possible to serve everyone
together. For the long queue reason, customers have to wait to get the service. To keep
waiting is the most difficult and pathetic task in my sense. So, if they provide
something like offering a cup of tea or coffee, newspapers and magazines which can
keep them busy and release from the boredom of waiting.
 The authorization should be aligned to the specific senior officer, that will make
executive relax in their work.
 Bankers should give the priority to work for the task him or her expertise at. So both
pay orders and remittance can’t be done by the same person.

44
  To control the overflow of the customers or clients, bank has to provide them seats to
keep waiting till the officer is done with the previous one. But around the remittance
desk, no extra space is given to the clients to seat and wait and they have to manage a
seat at another desk.
 The export earnings growth rate and import earning growth rate were very much
fluctuated during the last five years. So bank should try to keep a constant growth rate.
 The pay order, deposit and withdraw paper that send to accounts and clearance
department should be kept serially, so that the consumption of auditing time will be
less and accurate
 In case of any IT problem, IT experts should be placed in every branch so that they
don’t have to depend to the head office which increases customer response time.
 Every service touch point has to be flexible and easy to understand for the customers
for the mobility of the service.
 The management should take “Quality of service” seriously as a concern and should
guide from the central.
 A service guideline with updated policy has to be developed and followed by all the
employees to get a desired result.
 A survey or research should always take place in order to identify the service gaps and
to recover.
 Some customer feedback can be collected to understand the expectation and then can
be utilized for the development of the service quality model.

5.3 Conclusion
Working with Agrani Bank PLC was one of the great experiences as an internee. This created
a new door of excitement. Through the bank as an internee got the firsthand experience of the
work environment and also get to know about the financial banking system of Bangladesh.
This experience is a real treasure for any interns. This will help in the career selection and
career build-up in the future. In their found a lot of people who were both friendly and
supportive during internship work days. They helped every interns a lot to gain the valuable
experience and trained for the work. There was so much to learn about the service quality
management and got a chance to apply the academic knowledge in the practical area. But
without the practical activity this knowledge remains unused. Internship program helps every
intern to get familiarized with the working environment, office culture and help us to use the
knowledge that gained in the university, in our class for applying in the real life.

45
References

1. Chary T. Satya Narayana & Ramesh, R. (2012). Customer Relationship Management

in Banking
2. Sector- A Comparative Study, KKIMRC IJRHRM, 1 (2).
3. Agrawal M.L, `Customer Relationship Management (CRM) and Corporate
Renaissance’, Journal of Services Research, Vol. 3, no. 2 (Oct 2003-March 2004),
4. Heinonen, K. (2014). Multiple perspectives on customer relationships. International
Journal of Bank Marketing, 32(6).
5. Ryals, L. (2005). Making customer relationship management work: The
measurement and profitable management of customer relationships. Journal of
Marketing, 69(4),
6. Business Research Methods by Willium G. Zikmund (Seventh Edition),
7. https://www.agranibank.org/
8. https://www.bankingfinance.in/customer-relationship-management-banking-
sector.html
9. https://en.wikipedia.org/wiki/Customer_relationship_management
10. https://www.agranibank.org/assets/reports/annual/ABL_Annual_Report_2022.pdf
11. https://www.agranibank.org/assets/reports/annual/Annual_Report_2021.pdf

46