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CHETANA’S HAZARIMAL SOMANI COLLEGE OF
COMMERCE & ECO
SMT. KUSUMTAI CHAUDHARI COLLEGE OF
ARTS
TOPIC: CRM AT HDFC BANK
CONTENT
Overview of the company
Key People
Branch Network
Leveraging Technology
Financial Details
CRMStrategy used by HDFC...
GROUP MEMBERS
Manali Deshmukh 305
Aashu Gangwal 310
Vinesh Pulli 328
Yogesh raut 329
Dipti Shringare 334
Ruksar Sutar 339
3
SOURCES
WEBSITES:
 www.hdfcbank.com
 www.rbi.org.in
 www.crmnext.com
 www.marketing91.com
• Customer Relation manageme...
OVERVIEW OF BANK
• HDFC Bank was amongst the first to receive an 'in principle' approval from the Reserve
Bank of India (R...
VISION MISSION AND OBJECTIVES
Vision
To be customer driven best managed enterprise that enjoys market leadership in
provid...
KEY PEOPLE
Founder
Mr. Hasmukhbhai Parekh.
• Born on March 10, 1911 in a banking family at Surat
• A graduate in Economics...
Mr. C. M. Vasudev
Chairman
• Mr. C. M. Vasudev holds a Master’s Degree in Economics and
Physics.
• Mr. Vasudev has worked ...
Mr. Aditya Puri
Managing Director
• Mr. Aditya Puri holds a Bachelor’s degree in Commerce from Punjab University and is
an...
Mrs. Renu Karnad
Director
Mr. Partho Datta
Independent Non-Executive
Director
Mr. Bobby Parikh
Independent Non-Executive
D...
BRANCH NETWORK
26%
8%
35%
31%
Mar-10
Semi
Urban
Rural
Metro
Urban
35%
17%
24%
24%
Mar-13
Semi
Urban
Rural
Metro
Urban
• Al...
LEVERAGING TECHNOLOGY
Branches
ATM
Phone
banking
Internet
and mobile
43%
40%
14%
Branches
ATM
Phone
banking
Internet and
m...
FINANCIAL INFORMATION
Particulars (Rs cr) March 2013 March 2012 % chg
Net Sales 10590.68 8890.4 19.12
Other Income 2148.27...
SHAREHOLDING PATTERN
Promoters
banks
FII'S
insurance
mutual fund
indian public
custodians
others
22.69%
34.93%
17%
7.89%
8...
CRM AT HDFC BANK
• HDFC bank uses CRM technology when interacting with the customers. They
are as follows; Call center Aut...
CRM-Process
CRM- Technology
CRM- Organization Structure
16
Some of the key capabilities offered by the solution included
 Customer 360° view
o Creating a united customer view by or...
 Integrated sales platform
o Multi-wave process workouts to ensure unification and consolidation of all
unstructured proc...
 Customer experience management
o Enabling improved relationship management by creating virtual portfolios
and accountabi...
 Cross Selling Capability
o The platform operates across all channels, providing global visibility and
status of offers.
...
• By an intelligent segmentation of customers, the bank has been able to achieve
a high level of cross-selling and up-sell...
PRODUCTS AND SERVICES
Personal
NRI
Wholesale
SME
22
PERSONAL BANAKING
 Saving Accounts
o Savings Max Account
o Women's Savings Account
o Kids Advantage Account
 Salary Acco...
 Current Accounts
o Supreme Current Account
o Agri Current Account
o Trade Current Account
 Rural Accounts
o Kisan Club ...
Loans
• Business Loan
• Home Loan
• Educational
• Personal loan
25
nki
• Customer can check account balances and download 5 year account statement in 5
formats, instantly
• Pay Utility Bill...
How to register for net banking
Online ATM
Phone Banking Branch
27
Investment Products
Mobile Banking
ATM
28
Investments
 Mutual Funds offered through HDFC BANK
o Axis Mutual Fund
o Birla Sun Life Mutual Fund
o Franklin Templeton ...
Wealth Service
Identifying
objectives
Establishing
customers
risk profiling
Recommendin
g research
backed
solutions
Seamle...
Debit Cards
• JetPrivilege HDFC Bank World Debit Card
• EasyShop Platinum Debit Card
• EasyShop Gold Debit Card
• EasyShop...
Credit Cards
• JetPrivilege HDFC Bank World
• Platinum Times Card
• Teacher's Platinum
• Doctor's Superia
• Corporate Plat...
NRI BANKING
Accounts &
deposits
Money
transfer
Investments
& insurance
Premium
banking
loans
33
Accounts & Deposits
 Savings account
o NRE & NRO
 Current accounts
o NRE & NRO
 Fixed deposits account
o Foreign curren...
 Money transfer
 Investments & Insurance
 Premium Banking
 Imperia Banking
 Preferred Banking
 Classic Banking
 Loa...
36
RFC Savings account RFC Fixed deposits account
Maintain account in foreign currency
even as you can withdraw cash in
In...
Difference between NRE and NRO
Non-Resident (External)Rupee Non-Resident Ordinary Rupee Account
NRE Account is typically o...
SME
Accounts & deposits
Financing your business
Trade services
38
Accounts & deposits
Current account
Ulitma current account
Trade current account
EZEE current account
Salary account...
Financing your business
Loan for professionals
Working capital finance
Value draw
Elite draw
Rural loans
Warehouse
...
Corporate
Financial Institutions &
Trusts
Government sector
Investment banking
WHOLESALE BANKING
41
 Corporate
 Large corporate
o Funded services
o Non funded services
o Value added services
o internet banking
 supply c...
Financial institutions & trusts
 Banks
o Corporate salary accounts
 Financial institutions
o India link
o Forex desk
o ...
 Mutual funds
o Money market desk
o Debt market
o Payment services
o Funds transfer
 Stock brokers
o Clearing Bank Servi...
Investment Banking
 Equity Placement
• Private Equity Placement with P/E, V/C, Buy Out Funds
• Placement to institutiona...
 M&A and Corporate Advisory Services
• Domestic & Cross-Border mergers and acquisitions - Providing end to end
solutions ...
SWOT ANALYSIS
• The attrition rate in HDFC is low and it is
one of the best places to work in private
banking sector
• pre...
• Improved it’s bad debts portfolio and the
recovery of bad debts are high when
compared to government banks
• Greater sco...
TOP COMPETITORS
HDFC ICICI YES BANK AXIS
Outlook on
marketing
Customer
retention
Aggressive Knowledge
banking
approach
Rebranding from
pre...
CONCLUSION
51
THANK YOU
52
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Hdfc bank

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Hdfc bank

  1. 1. CHETANA’S HAZARIMAL SOMANI COLLEGE OF COMMERCE & ECO SMT. KUSUMTAI CHAUDHARI COLLEGE OF ARTS TOPIC: CRM AT HDFC BANK
  2. 2. CONTENT Overview of the company Key People Branch Network Leveraging Technology Financial Details CRMStrategy used by HDFC Bank Products & Services Top Competitors SWOT Analysis Conclusion 2
  3. 3. GROUP MEMBERS Manali Deshmukh 305 Aashu Gangwal 310 Vinesh Pulli 328 Yogesh raut 329 Dipti Shringare 334 Ruksar Sutar 339 3
  4. 4. SOURCES WEBSITES:  www.hdfcbank.com  www.rbi.org.in  www.crmnext.com  www.marketing91.com • Customer Relation management programs in banks ( A study of HDFC and ICICI Bank by International Journal of IT and Management • Study of CRM in Indian Banking Industry by Indian Streams Research Journal 4
  5. 5. OVERVIEW OF BANK • HDFC Bank was amongst the first to receive an 'in principle' approval from the Reserve Bank of India (RBI) to set up a bank in the private sector. • The bank was incorporated in August 1994 in the name of 'HDFC Bank Limited‘. • The Bank at present has an enviable network of over 3,336 Branches & 11,473 ATM's in 2,104 Indian towns and cities. • HDFC is India’s premier housing finance company and enjoys a faultless track record in India as well as in international markets. • The Corporation has maintained a consistent and healthy growth in its operations to remain the market leader in mortgages. • The Bank's American Depository Shares (ADS) are listed on the New York Stock Exchange (NYSE) under the symbol 'HDB' and the Bank's Global Depository Receipts (GDRs) are listed on Luxembourg Stock Exchange 5
  6. 6. VISION MISSION AND OBJECTIVES Vision To be customer driven best managed enterprise that enjoys market leadership in providing housing related finance. Mission HDFC banks mission is to be "a World Class Indian Bank", benchmarking themselves against international standards and best practices in terms of product offerings, technology, service levels, risk management and audit & compliance Objective is to build sound customer franchises across distinct businesses so as to be a preferred provider of banking services for target retail and wholesale customer segments, and to achieve a healthy growth in profitability, consistent with the Bank's risk appetite. We are committed to do this while ensuring the highest levels of ethical standards, professional integrity, corporate governance and regulatory compliance 6
  7. 7. KEY PEOPLE Founder Mr. Hasmukhbhai Parekh. • Born on March 10, 1911 in a banking family at Surat • A graduate in Economics from Mumbai, Mr. Parekh also pursued a BSc. degree in Banking and Finance from the London School of Economics • His lifelong dream of helping Indians own their home, as he had seen abroad during his student days, led to the formation of the Housing Development Finance Corporation Limited (HDFC) in 1977 7
  8. 8. Mr. C. M. Vasudev Chairman • Mr. C. M. Vasudev holds a Master’s Degree in Economics and Physics. • Mr. Vasudev has worked as an Executive Director of World Bank representing India, Bangladesh, Sri Lanka and Bhutan. Mr. Keki Mistry Vice-Chairman & Chief Executive Officer • Mr. Keki Mistry has obtained a Bachelor’s Degree in Commerce from the Mumbai University. • Mr. Mistry is a qualified Chartered Accountant and a Associated Member of the Institute of Chartered Accountants of India. 8
  9. 9. Mr. Aditya Puri Managing Director • Mr. Aditya Puri holds a Bachelor’s degree in Commerce from Punjab University and is an Associate member of the Institute of Chartered Accountants of India. • Prior to joining the Bank, Mr. Puri was the Chief Executive Officer of Citibank, Malaysia from 1992 to 1994 • Mr. Puri has nearly 39 years of experience in the banking sector in India and abroad. 9
  10. 10. Mrs. Renu Karnad Director Mr. Partho Datta Independent Non-Executive Director Mr. Bobby Parikh Independent Non-Executive Director Mr. Vijay Merchant Independent Director Mr. Paresh Sukthankar Deputy Managing Director & Executive Director Mr. Kaizad M Bharucha Director, Head-Wholesale Credit & Market Risk 10
  11. 11. BRANCH NETWORK 26% 8% 35% 31% Mar-10 Semi Urban Rural Metro Urban 35% 17% 24% 24% Mar-13 Semi Urban Rural Metro Urban • All Branches linked online, real time • Bank added ‘ micro’ branches in FY 2013 • Customer base of over 28 million, net addition base of over 2 million customers in FY 2013 11
  12. 12. LEVERAGING TECHNOLOGY Branches ATM Phone banking Internet and mobile 43% 40% 14% Branches ATM Phone banking Internet and mobile 44% 30% 18% 8% 2001 2013 Multiple Delivery Channels Greater choice and convenience for the customers 12
  13. 13. FINANCIAL INFORMATION Particulars (Rs cr) March 2013 March 2012 % chg Net Sales 10590.68 8890.4 19.12 Other Income 2148.27 1927.73 11.44 Total Income 12738.95 10818.13 17.76 Total Expenses 3283.91 3192.97 2.85 Operating Profit 9455.04 7625.16 24 Net Profit 2325.7 1859.07 25.1 13
  14. 14. SHAREHOLDING PATTERN Promoters banks FII'S insurance mutual fund indian public custodians others 22.69% 34.93% 17% 7.89% 8.23% 14
  15. 15. CRM AT HDFC BANK • HDFC bank uses CRM technology when interacting with the customers. They are as follows; Call center Automation, Data warehousing, Email Management, Field Service Automation, Marketing Automation • The bank selected CRMnext's solution in 2008 which promised to fulfill the bank’s needs. 15
  16. 16. CRM-Process CRM- Technology CRM- Organization Structure 16
  17. 17. Some of the key capabilities offered by the solution included  Customer 360° view o Creating a united customer view by organizing and altering data from various sources including the data warehouse. o Controlling customer information based on the role of users. o Enabling access to single view across various channels like branch, phone banking, etc. 17
  18. 18.  Integrated sales platform o Multi-wave process workouts to ensure unification and consolidation of all unstructured processes (run on excel) and semi-automated processes. o Phasing out 6 applications like lead tracking system, customer contact management, etc. o Integrating with 7 core and origin systems to provide end-to-end status visibility. o Process TAT guaranteed by alerts and multi-stage escalations across departments and channels. o Using mobile & two way SMS capabilities to create leads, update status, request for customer offers, etc. 18
  19. 19.  Customer experience management o Enabling improved relationship management by creating virtual portfolios and accountability o Ensuring information availability at all customer touch points to boost the quality of interactions o Enabling system driven contact strategies based on customer bands to ensure aligned actions o Focus on roadmap to establish CRMnext as a single destination for all needs 19
  20. 20.  Cross Selling Capability o The platform operates across all channels, providing global visibility and status of offers. o Various systems integrated to provide event based triggering such as large deposits, channel usage, etc. o Marketing team continuously generates cross-sell offers and next best products to be sold 20
  21. 21. • By an intelligent segmentation of customers, the bank has been able to achieve a high level of cross-selling and up-selling capabilities at various customer touch points. • In Nov 2012, HDFC bank won the 2012 Celent Model Bank Award for CRMnext implementation for delivering excellent customer service experience across channels like branch, phone banking, call centers. 21
  22. 22. PRODUCTS AND SERVICES Personal NRI Wholesale SME 22
  23. 23. PERSONAL BANAKING  Saving Accounts o Savings Max Account o Women's Savings Account o Kids Advantage Account  Salary Accounts o Premium Salary Account o Regular Salary Account o Classic Salary Account Accounts & Deposits 23
  24. 24.  Current Accounts o Supreme Current Account o Agri Current Account o Trade Current Account  Rural Accounts o Kisan Club Savings account o Basic Savings Bank Deposit Account – Farmers  Deposits o Regular Fixed Deposit o 5 Year Tax Saving Fixed Deposit o Super Saver Facility 24
  25. 25. Loans • Business Loan • Home Loan • Educational • Personal loan 25
  26. 26. nki • Customer can check account balances and download 5 year account statement in 5 formats, instantly • Pay Utility Bills • Invest in Mutual Funds Online • Payment of Taxes online • Customers can Update their PAN Details online • Loan details • Apply for IPO Net Banking 26
  27. 27. How to register for net banking Online ATM Phone Banking Branch 27
  28. 28. Investment Products Mobile Banking ATM 28
  29. 29. Investments  Mutual Funds offered through HDFC BANK o Axis Mutual Fund o Birla Sun Life Mutual Fund o Franklin Templeton Mutual Fund o HDFC Mutual Fund o HSBC MUTUAL FUND o IDFC Mutual Fund o JPMorgan Mutual Fund o Kotak Mahindra Mutual Fund o L&T Mutual Fund o SBI Mutual Fund  Equities and Derivative 29
  30. 30. Wealth Service Identifying objectives Establishing customers risk profiling Recommendin g research backed solutions Seamless execution Regular Reviews 30
  31. 31. Debit Cards • JetPrivilege HDFC Bank World Debit Card • EasyShop Platinum Debit Card • EasyShop Gold Debit Card • EasyShop International Business Debit Card 31
  32. 32. Credit Cards • JetPrivilege HDFC Bank World • Platinum Times Card • Teacher's Platinum • Doctor's Superia • Corporate Platinum 32
  33. 33. NRI BANKING Accounts & deposits Money transfer Investments & insurance Premium banking loans 33
  34. 34. Accounts & Deposits  Savings account o NRE & NRO  Current accounts o NRE & NRO  Fixed deposits account o Foreign currency deposits account  Accounts for returning Indians  RFC savings account 34
  35. 35.  Money transfer  Investments & Insurance  Premium Banking  Imperia Banking  Preferred Banking  Classic Banking  Loans 35
  36. 36. 36 RFC Savings account RFC Fixed deposits account Maintain account in foreign currency even as you can withdraw cash in Indian Rupees Maintain account in 4 foreign currencies and protect yourself against exchange rate fluctuations Balance can be transferred on regaining NRI status Funds can be remitted abroad for any bonafide purpose of the account holder Nomination facility is available Nomination facility is available Interest is credited quarterly Interest is credited quarterly
  37. 37. Difference between NRE and NRO Non-Resident (External)Rupee Non-Resident Ordinary Rupee Account NRE Account is typically opened using foreign currency and allows account holders to convert foreign currency into Indian rupees at the prevailing exchange rate on the date of conversion. NRO account is kept in Indian rupees and cannot be converted and repatriated into foreign currency. NRE account is freely repatriable NRO account has restricted repatriability NRE account is Tax free the interest earned in NRO account and credit balances are subject to respective income tax bracket and are also subject to applicable wealth and gift tax. NRE account can be jointly held with another NRI but not with resident Indian. NRO account can be held with NRI as well as resident Indian 37
  38. 38. SME Accounts & deposits Financing your business Trade services 38
  39. 39. Accounts & deposits Current account Ulitma current account Trade current account EZEE current account Salary account Demat account 39
  40. 40. Financing your business Loan for professionals Working capital finance Value draw Elite draw Rural loans Warehouse Retail agri loans Trade services Export Import Hedging Solutions - Forward Contract 40
  41. 41. Corporate Financial Institutions & Trusts Government sector Investment banking WHOLESALE BANKING 41
  42. 42.  Corporate  Large corporate o Funded services o Non funded services o Value added services o internet banking  supply chain partners o Dealer finance o Vendor finance  Agriculture lending 42
  43. 43. Financial institutions & trusts  Banks o Corporate salary accounts  Financial institutions o India link o Forex desk o Derivatives desk 43
  44. 44.  Mutual funds o Money market desk o Debt market o Payment services o Funds transfer  Stock brokers o Clearing Bank Services to Currency Derivative Brokers o Clearing Bank Services to Capital Market Brokers  Insurance companies  Commodity business  Trusts 44
  45. 45. Investment Banking  Equity Placement • Private Equity Placement with P/E, V/C, Buy Out Funds • Placement to institutional investors under SEBI QIP Guideline • Mezzanine Finance 45
  46. 46.  M&A and Corporate Advisory Services • Domestic & Cross-Border mergers and acquisitions - Providing end to end solutions including identification of target, valuation, assistance in due diligence and fund raising • Capital Structuring and Restructuring  Capital Market Advisory Services • Rights Issues • Open Offers • Share Buy Back • De listing • Follow-on Public Offerings • BRLM for IPo 46
  47. 47. SWOT ANALYSIS • The attrition rate in HDFC is low and it is one of the best places to work in private banking sector • preferred card for shopping and online transactions • HDFC bank has the high degree of customer satisfaction when compared to other private banks Strength • Doesn’t have strong presence in Rural areas • lacks in aggressive marketing strategies like ICICI • focuses mostly on high end clients weakness 47
  48. 48. • Improved it’s bad debts portfolio and the recovery of bad debts are high when compared to government banks • Greater scope for acquisitions and strategic alliances due to strong financial position good reputation in terms of maintaining corporate salary accounts Opportunity • The non banking financial companies and new age banks are increasing in India • RBI has opened up to 74% for foreign banks to invest in Indian market Threat 48
  49. 49. TOP COMPETITORS
  50. 50. HDFC ICICI YES BANK AXIS Outlook on marketing Customer retention Aggressive Knowledge banking approach Rebranding from previous UTI. Focus area of banks in CRM Customer oriented approach Marketing and competitive sales approach To have more interactive approach . To have broader markets Online popularity Reached the top position beating its competitor It is now ranked as 2nd . Establishing market through Social networking sites. Following footsteps of others Customer market segment Upper Middle class , high net worth individuals Bank young stars, bank @campus, and women account Retail segment As a preferred partner in progress. CRM Technology / tool used in banks CRM next Revamp with CRM One view name in- house technology is used (Yccr) software The Right Phone Banking CRM CRM - Finacle Software 50
  51. 51. CONCLUSION 51
  52. 52. THANK YOU 52

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