An Evaluation of the Customer Service of The City Bank Limited: A Study on New Market Branch

Abstract

This internship report will provide a review of the customer services activities of City Bank PLC, New Market Branch, through my practical experience in a three month internship with the Customer Service Department. The report aims at analyzing the contribution of customer service, service quality and work flows in the overall banking efficiency and customer satisfaction of one of the oldest and most reputed private commercial banks in Bangladesh. The report examines fundamental customer service operations like opening account, KYC check, issuance of cheques, debit card and pin processing, update account information, registration of digital banking (Citytouch), handling of complaints, issue of pay orders and offering customer support. Direct participation in such activities during the internship gave an idea of the significance of accuracy, compliance, transparency and professionalism in the light of the activities of the branch level banking activities. The paper sheds light on how City Bank PLC has ensured the quality of its services by using standard procedures, excellent internal control, friendly communication with the customers and utilization of digital banking platforms. The internship experience played a key role in learning how the banking regulations, front line service delivery and the customer expectations interact. Also, it provided the ability to understand the operational issues like large number of customers, their behavior, accuracy of documentation and compliance. The report entails evaluation of major learning points, hands-on skills acquisition, strengths of the organization, and issues encountered during the internship, and how the issues were addressed. It also offers outlooks on professional development and applicability of the academic knowledge, especially in marketing, communication and service management, in a practical banking setting. All in all, the internship in City Bank PLC has enhanced the professional competencies, helped to gain knowledge of the modern banking practice, and portrayed the importance of the customer service as a crucial factor in maintaining the efficiency, trust, and competitiveness in a financial sector.