Dr. Anil Khandelwal is
credited with executing one of the most successful rebranding exercise in the
history of Public Sector Banks (for Bank of Baroda), which won him accolades
from the fraternity of Marketing and HR alike. He shared his turn around
experiences with the students of SJMSOM, IIT Bombay.
The re branding of Bank
of Baroda was not a run of the mill logo changing coupe. It was a change in the
mind-set of the bankers. As a result of this exercise, employees became
friendlier to the customers. The management strategy focus, as a whole, shifted
to customers. This metamorphosis was very lucidly explained by Mr. Khandelwal.
He
emphasized on the need for employee centric policies. A case in point being the
Employee Grievance Redressal Programs and Open Door Policy implemented in BoB
under his tenure which led to employees becoming closer to the management than
the Officers’ Union. He threw some light upon his innovative talent hunt
initiatives. Front end banking professionals are the medium between a bank and
its customers. He stressed upon integrating their feedback for effective
strategy formulations.
He condemned the ‘CEO
Pep talks’ and pseudo ‘Open door policies’ and emphasized on
“Authenticity" as the key to Leadership. He also said that “Leadership is
hierarchy neutral” and hence one must develop & exhibit the leadership
traits at whatever position he/she is in.
The students came to
know about the tactical leadership skills which allowed Mr. Khandelwal to
implement 24 Hrs. human banking, 8 am to 8 pm banking, Gen X branches and a
bunch of ‘first of their kind’ initiatives with the same set of government
employees who brought BoB a bad reputation.
The talk was very
educative and lively, interspersed by jokes and annexed by a long Q&A
session. The open heartedness with which he shared his experiences made it a
warm experience for those present for the session.
written by,
Bharat Paldiwal,
SJMSoM’12.
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