Banks in move to improve face value

Front desk staff being hired from airlines, hotels.

Banks are putting their best face forward for improving the quality of service. While some like the Oriental Bank of Commerce have prepared a detailed dress code for their employees, others have gone a step forward and are recruiting people from the airline and hospitality industries to improve the quality of their frontline sales staff.

"We have recruited people from the airline and hotel industries in large numbers as we want to improve service quality," says Chanda Kochhar, executive director, ICICI Bank.

Other bankers feel while product knowledge can be easily imparted through proper training, relationship management is the key.

Private sector banks are not alone in this new recruitment strategy. Take foreign banks like HSBC, for instance. Vijaya Kumar, head of training at HSBC, was recruited from a leading hotel chain to improve service quality at the bank.

"Personnel from the airline and hotel industry tend to appreciate higher level of service and have the right attitude required to serve bank customers," says an HSBC spokesperson.

Kochhar agrees. "They add a new dimension to service quality," she says, giving the example of how passengers feel when they board a plane and are welcomed with a smile from the air-hostess.

"Even if you take a little longer to issue a demand draft, the customer won't mind if you greet him with a smile," says Kochhar.

It seems to be a win-win situation for both the employer and the employees. People in the hospitality and travel business also want a varied work experience.

And, says Ravindra Kumar, country head (investment banking) at ING Vysya Bank, "Financial services enjoys a premier position in the Indian job market, and has emerged as the top ranking choice among the youth."

ING Bank executives say banks today were recruiting from various sectors as the talent pool for bankers had not kept pace with demand.

ING Vysya recruited about 20 junior and middle management personnel mostly from foreign banks. ICICI Bank recruited 7,000 people last year and is expected to recruit as many this year.

So next time you visit your bank, don't be surprised if you are welcomed by a broad smile.