Current initiatives in restructuring retail banking business model by BRAC Bank Ltd.
Mursalin, Jabir Al
BRAC Business School, BRAC University
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There are different types of banks such as; Commercial Bank, Agricultural Bank, Industrial Bank, Savings Bank & Exchange Bank. Every type of bank maintains their customer in their own way. To conduct a descriptive research revolving the Customer relationship through Restructuring Retail Banking Business Model (RRBBM) of BRAC Bank Limited. The report also particularizes the internship research focus, which is the customer relationship through Restructuring Retail Banking Business Model (RRBBM) of BRAC Bank Ltd. This study will be of interest to retail customer groups to get better relationship and flexible banking facilities from the bank also in terms of realizing their right to claim such practices and facilities from important economic players as the banks. This chapter emphasizes on the historical background of the company under study, overview of the company, their product and services, customer base and market condition of BRAC Bank Ltd. With more than 1 Million Customers, the bank has already proved to be the largest SME financier in just 11 years of its operation in Bangladesh and continues to broaden its horizon into Retail, Corporate, SME, Probashi and other arenas of banking. It will be the Bank of choice both for its employees and its customers, the model bank in this part of the world. BRAC Bank Ltd recently has changed their business model from product centric to customer centric business model where there will be no traditional banking system and the latest customer wise different types of services will be provided. Customer-centric collections strategies usually aspire to deliver consistent treatment of customers across products, and ensure customer management decisions at customer portfolio level. A loan customer having 10 lac or above outstanding will fall under Supreme Banking for reporting purpose but the customer has to meet the deposit eligibility criteria to avail Supreme Banking facilities. An Easy Banking customer will be entitled to get fast and convenient transactional banking services through ATM, CDMs, IVR, bKash, etc. Segment of this model are Premium Banking, Supreme Banking, Excel Banking and Easy Banking We can see lot of new commercial banks has been established in last few years and these banks have made this banking sector very competitive. On this regard BRAC Bank has taken some initiative by taking a new project of Restructuring Retail Banking Business Model (RRBBM) to improve the customer relationship. They are the first one in banking sector of Bangladesh introducing customer centric business model instead product centric model. The BBL is a bank that confirms the best service to the customers. BRAC bank Limited is the fastest growing Bank in Bangladesh.