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Financial services are those activities that provide finance related value to customers. The function of financial institutions is to provide financial convenience to the public, achieved by promoting savings, and purveying the existing savings in a more efficient manner. The financial service industry is in the throes of radical transition. Easing of regulatory barriers and restrictions has increased competition. The entry of foreign players has intensified competition, and eroded margins. The problem does not end there; customers are becoming used to the enhanced levels of services from other industries and are expecting the same from the financial services industry. Moreover, intensified competition has made it imperative for companies to enhance quality of service. Customer demand is getting sophisticated. It is high time that the institutions realize the relevance of establishing a superior customer experience by fulfilling customer expectations. The key to success also lies in preparing personnel towards a customer-centric approach through training and performance evaluation. Adoption of appropriate marketing strategies can also provide market advantage.

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Dr. Makesh K. G. is presently working as Assistant Professor Finance, SCMS School of Technology and Management, Kochi, Kerala, India. He holds a Doctorate Degree in Commerce. He has over eight years of experience in teaching. He has published many articles in refereed journals, and has presented papers in international conferences

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