SBI takes aid of private banking to attract more customers
By Vaibhav Aggarwal
Jun 16, 2010
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State Bank of India, the largest lender of the country, is looking at wider avenues to improve its efficieny and growth in the customer segment. The bank has implemented the concept of Super Circle of Excellence (SCE) in order to focus on selective branches of the bank so that it can indulge in increased growth, efficiency and high quality of customer service. In addition to this, the bank also aims at acting as a forum for sharing best practices.

Data as on March 2010 suggest that there are 661 branches operating in SCE, out of which 331 branches are under 16 dedicated SCE regions and 330 selected on the basis of one-per-region, facilitated by SCE coordinator.

The branch selection has been on a twin track approach. The twin track approach comprises of one wing comprising the branches in metro and large urban cities so as to stand against the towering competition. The other wing consists of branches on the basis of one per region so that best practices are transplanted from the highly performing branches to the other branches of the country.

The performance of SCE branches is measured on a multi dimensional efficiency matrix, encircling all aspects of business.

These branches constitute 5.32% of the total network of the bank. Their contribution in business of SBI, as on March 2010, stood at 12.94% in retail deposits, 15.90% in retail advances, 16.99% in personal advances and 13.36% in the cross-selling income, which are steadily improving.


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