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DSA CODE

Code of Conduct for the Direct Selling Agents (DSAs)

CONTENT

Sr. No. Subject

1. Preamble

Applicability

2. Tele-calling a prospect

3. When you may contact a prospect on telephone

4. Can the prospect’s interest be discussed with anybody else?

Leaving messages and contacting persons other than the prospect

5. No misleading statements/mis-representations permitted

6. Telemarketing Etiquettes

7. Gifts or Bribes

8. Precautions to be taken on visits / contacts

9. Other important aspects – Appearance & Dress Code

10. Handling of letters & other communication

11. Declaration – Cum – Undertaking

1.0 Preamble

Model Code of Conduct for the Direct Selling Agents (DSAs) is a non-statutory code

issued by Indian Banks’ Association, a voluntary association of Banks in India for adoption

and implementation by DSAs while operating as Agents of Banks and Financial

Institutions.

1.1 Applicability

Upon adoption and inclusion as part of agreement between XXXBank and the DSA, this

code will apply to all persons involved in marketing and distribution or any loan or other

financial product of the XXXBank. The Direct Selling Agent (DSA) and its Tele-

Marketing Executives (TMEs) & field sales personnel, namely, Business Development

Executives (BDEs) must agree to abide by this code prior to undertaking any direct

marketing operation on behalf of the bank. Any TME/BDE found to be violating this code

may be blacklisted and such action taken be reported to the bank from time to time by the

DSA. Failure to comply with this requirement may result in permanent blacklisting by the

industry.

A declaration to be obtained from TMEs and BDEs by the DSAs before assigning then

their duties is annexed to this Code.

2.0 Tele-calling a prospect (a prospective customer)

A prospect is to be contacted for sourcing a bank product or bank related product only

under the following circumstances:

When prospect has expressed a desire to acquire a product through the bank’s
internet site/call centre/Branch or through the Relationship Manager at the bank or has been
referred to by another prospect/customer or is an existing customer of the bank who has
given consent for accepting calls on other products of the bank.
When the prospect’s name/telephone no/address is available & has been taken from one of
the lists/directories/databases approved by the DSA Manager/Team leader, after taking his/her consent.

The TME should not call a person whose name/number is flagged in any “do not disturb” list made available to him/her.

3.0 When you may contact a prospect on telephone

Telephonic contact must normally be limited between 0930 Hrs and 1900 Hrs. However, it

may be ensured that a prospect is contacted only when the call is not expected to

inconvenience him/her.

Calls earlier or later than the prescribed time period may be placed only under the

following him/her.

When the prospect has expressly authorized TME/BDE to do so either in

writing or orally

4.0 Can the prospect’s interest be discussed with anybody else?

DSA should respect a prospect’s privacy. The prospect’s interest may normally be

discussed only with the prospect and any other individual/family member such as

prospect’s accountant/secretary/spouse, authorized by the prospect.

4.1 Leaving messages and contacting persons other than the prospect.

Calls must first be placed to the prospect. In the event the prospect is not available, a

message may be left for him/her. The aim of the message should be to get the prospect to

return the call or to check for a convenient time to call again. Ordinarily, such messages

may be restricted to:

“Please leave a message that XXXXX (Name of officer) representing XXXBank called

and requested to call back at ZZZZZZ (phone number)”

As a general rule, the message must indicate:

That the purpose of the call is regarding selling or distributing a bank product

of XXXBank

5.0 No misleading statements/misrepresentations permitted

TME/BDE should not –

Mislead the prospect on any service / product offered;
Mislead the prospect about their business or organization’s name, or falsely represent themselves.
Make any false / unauthorized commitment on behalf of XXXBank for any

facility/service.

6.0 Telemarketing Etiquettes

PRECALL

No calls prior to 0930 Hrs or post 1900 Hrs unless specifically requested.

- No serial dialing

- No calling on lists unless is cleared by team leader

DURING CALL

- Identify yourself, your company and your principal

- Request permission to proceed

- If denied permission, apologize and politely disconnect.

- State reason for your call

- Always offer to call back on landline, if call is made to a cell number

- Never interrupt or argue

- To the extent possible, talk in the language which is most comfortable to the prospect

- Keep the conversation limited to business matters

- Check for understanding of “Most Important Terms and Conditions” by the customer

if he plans to buy the propect

- Reconfirm next call or next visit details

- Provide your telephone no, your supervisor’s name or your bank officer contact details

if asked for by the customer.

- Thank the customer for his/her time

POST CALL

- Customers who have expressed their lack of interest for the offering should not be

called for the next 3 months with the same offer

- Provide feedback to the bank on customers who have expressed their desire to be

flagged “Do Not Disturb”

- Never call or entertain calls from customers regarding products already sold.

Advise them to contact the Customer Service Staff of the bank.

7.0 Gifs or bribes

TME/BDE’s must not accept gifts from prospects or bribes of any kind. Any TME/BDE offered a bribe or payment of any kind by a customer must report the offer to his/her management.

8.0 Precautions to be taken on visits/contacts

BDE should

· Respect personal space – maintain adequate distance from the prospect.

· Not enter the prospect’s residence/office against his/her wishes;

· Not visit in large numbers – i.e. not more than one BDE and one supervisor,

if required.

· Respect the prospect’s privacy.

· If the prospect is not present and only family members/office persons are present

at the time of the visit, he/she should end the visit with a request for the prospect to call back.

· Provide his/her telephone number, supervisor’s name or the concerned bank

officer’s contact details, if asked for by the customer.

· Limit discussions with the prospect to the business – Maintain a professional distance.

9.0 Other important aspects – Appearance & Dress code

BDE’s must be appropriately dressed –

For men this means

- Well ironed trousers:

- Well ironed shirt, shirt sleeves preferably buttoned down.

For women this means

- Well ironed formal attire (Saree, Suit etc.);

- Well groomed appearance.

Jeans and/or T shirt, open sandals are not considered appropriate.

10.0 Handling of letters & other communication

Any communication sent to the prospect should be only in the mode and format approved

by the Bank.

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Declaration-Cum-Undertaking

to be obtained by the DSA form TMEs/BDEs employed by them

_________________________

Re: Code of Conduct

Dear Sir,

I am working in your company as a __________________. My job profile, inter-alia,

includes offering, explaining, sourcing, and assisting documentation of products and linked

services to prospects of XXXbank.

In the discharge of my duties, I am obligated to follow the Code of Conduct attached to this

document.

I confirm that I have read and understood and agree to abide by the Code of Conduct. I

further confirm that the trainer mentioned below has explained the contents in full to me.

In case of any violation, non-adherence to the said Code, you shall be entitled to take such

action against me as you may deem appropriate.

Signed on this_______________day of _______________ 20___

Signature__________________Name_______________Agency________

Signature of Trainer Name Company

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