Graduating SBI Tatkal Customers

by Abhishek Lahri, Sharad Bangari and Swati Mehta
Nov 4, 2011
1 min

This Note discusses when and why customers may be ready to try new services beyond the entry Tatkal product.

Eko’s Tatkal remittance product was introduced at a time when Business Correspondent Network Managers (BCNMs) were struggling to gain visibility and trust among their target segments, as the No Frills Account (NFA) product alone was not sufficient to meet customers’ expressed needs. This is evident from the widespread inactivity/dormancy experienced for NFA accounts. Tatkal has given BCNMs an opportunity to gain visibility and improve the business case through increased volumes.

This Note discusses when and why customers may be ready to try new services beyond the entry Tatkal product and how BCNMs could leverage the increased footfall at their agents’ outlets due to Tatkal by cross-selling other financial products, to graduate customers to use a wider range of m-money services.