Role of corporate social responsibility practices in banks.

1. Presented by Mr. Lukman Patel. & Dr. Sanjay Kaptan At "National Conference on Corporate Social Responsibility- Issues & Challenges“ At MM’s Babasaheb Gawde Institute of Management Studies. Role of corporate social responsibility practices in banks.

2. The changes in the economy often change the structure system and practices of the business. This is witnessed in every economy and in every business segment. The acceptance of market driven economy by Indian planners has changed the very approach of Indian businesses the socialist state controlled economic structure was slowly replaced by a competitive market mechanism. This has brought in competitive spirit, efficiency and productivity oriented practices as well as many customer friendly reforms in the business. Banks are commercial institution that work for generation of profit by offering right type of financial services to customers every bank as a business institution must care for its customers and should develop a customer friendly approach. IT is the primary social ethical and managerial responsibility of the bank to have a customer focussed approach and develop a more customer friendly philosophy

3. Corporate Social responsibility (CSR) is an expression used to describe what some sees as a company’s obligation to be sensitive to the needs of the stakeholders in its business operations. CSR is closely linked with the principles of “Sustainable Development” in proposing that enterprises should be obliged to make decisions based not only on the financial/economic factors but also on the social and environmental consequences of their activities. Corporate executives and employees in turn have strong incentives to internalize the corporation’s statutory obligations to maximize profits, sometimes to the extent that they abdicate their individual moral and ethical obligations as human beings. Concept of CSR

4. Banks needs to be more socially responsible as for the service sector organisation business with the society has to be predominantly in the highest denomination of social responsibility, and more importantly banks are special and high leveraged business. They have a large number of creditors and failure of one bank can lead to the failure of many other banks as the customers use faith. Banks do not exist in a vacuum. They make a large contribution to the country’s GDP growth, meet the demand for the growing middle class contribute to infrastructure spending and reach out to the semi urban and rural areas. Need for CSR

5. Banks are financial institution were customer money and finds are being managed by banks with a assurance of enhanced benefits quality service and security, if customers are to retain their faith in the bank the banks should provide them with quality service. This is a most important major social obligation toward customers. Failure to provide quality service is nothing but breach of basic social and legal responsibilities as rightly said by Mahatma Gandhi “A customer is the most important visitor on our premises; he is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so.” Necessity of CSR in banks.

6. To find out the potential for implementing a customer friendly practices in banks • To identify the areas where IT can help to improve the service quality and work culture. • To identify what are the ways and means to install IT based services to enhance CRM practices. • To assess an overall impact of IT on development of a customer friendly culture. Objectives of the research

7. Fulfilling CRM obligation and enhancing customer satisfaction is the social responsibility of the banks • IT plays a important role in development of healthy CRM practices Hypothesis

8. To offer right advice regarding customers requirement regarding various banking services. • Fulfilment of KYC norms to inform, awaken and develop a sense of being right citizens among customers. • To inform the customers as to what are their duties as a disciplined bank customer. • To publish the customer charter of rights and duties and awake them as to how they can avail the bank services in the efficient manner. Potentials for implementing customer friendly practices

9. Development of Information Kiosk to provide right and timely information. • Promotion of customer friendly and web enabled services. • Development of a paperless work system. • Touch screen single windows to settle doubts and queries of customers. • Offering a web based dispute settlement mechanism. IT is an instrument of system change.

10. The areas where web enabled and IT based services can be provided to the customer, • mobile banking for prompt connectivity, information and deliverance • Rapid expansion of ATM network in the rural area • Providing financial literacy program through computer and web based services. • Providing market intelligence and market information to specific segment in relation to banking and financial sectors. • Development of depositors, Interest protection program. • Dissemination of banking and financial information • Grievance redressal system. • Deposit insurance and deposit safety • Development of credit and loan information system • Designing customised product and services. Ways and means to install IT based services to enhance CRM based practices

11. In the present discussion the researcher has provided with a variety of area where customer service and customer care happens to be a most important aspect of bankers business. Survival is the key responsibility of every business as every business is a social custodian of economic resources therefore the true and primary social responsibility of bank lies toward customer which justifies the presumption of the current paper. Justification of hypothesis

12. The above areas are related with the protection of customer interest. There are various issues where bank as a service provider must come forward and provide suitable guidance and information to protect investors and depositors interest. If a bank offers a right kind of services to the potential and existing customer that it definitely leads to higher customer satisfaction. Unless and until banks work for customer development and customer care, expansion of business is usually not possible. . One should always keep in mind that it takes month to acquire a customer but minutes to lose it. Therefore the primary social responsibility of banks in order to retain their existing business and expand their future business. Therefore the prime social responsibility is towards customer. Conclusionof the study