HDFC Bank has over 3,300 branches across India and leverages CRM technology like call center automation and data warehousing. The bank implemented a CRM solution from CRMnext in 2008 that provides a 360-degree view of customers and an integrated sales platform. HDFC Bank's CRM strategy focuses on customer experience management, cross-selling capabilities, and segmentation to improve relationships and sales. The bank has a wide range of personal, commercial, NRI, and investment products and services and competes primarily with ICICI Bank.

1. CHETANA’S HAZARIMAL SOMANI COLLEGE OF
COMMERCE & ECO
SMT. KUSUMTAI CHAUDHARI COLLEGE OF
ARTS
TOPIC: CRM AT HDFC BANK

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. GROUP MEMBERS
Manali Deshmukh 305
Aashu Gangwal 310
Vinesh Pulli 328
Yogesh raut 329
Dipti Shringare 334
Ruksar Sutar 339
3

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. SHAREHOLDING PATTERN
Promoters
banks
FII'S
insurance
mutual fund
indian public
custodians
others
22.69%
34.93%
17%
7.89%
8.23%
14

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. CRM-Process
CRM- Technology
CRM- Organization Structure
16

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.  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.  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.  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. • 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. PRODUCTS AND SERVICES
Personal
NRI
Wholesale
SME
22

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.  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. Loans
• Business Loan
• Home Loan
• Educational
• Personal loan
25

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. How to register for net banking
Online ATM
Phone Banking Branch
27

28. Investment Products
Mobile Banking
ATM
28

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. Wealth Service
Identifying
objectives
Establishing
customers
risk profiling
Recommendin
g research
backed
solutions
Seamless
execution
Regular
Reviews
30

31. Debit Cards
• JetPrivilege HDFC Bank World Debit Card
• EasyShop Platinum Debit Card
• EasyShop Gold Debit Card
• EasyShop International Business Debit Card
31

32. Credit Cards
• JetPrivilege HDFC Bank World
• Platinum Times Card
• Teacher's Platinum
• Doctor's Superia
• Corporate Platinum
32

33. NRI BANKING
Accounts &
deposits
Money
transfer
Investments
& insurance
Premium
banking
loans
33

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.  Money transfer
 Investments & Insurance
 Premium Banking
 Imperia Banking
 Preferred Banking
 Classic Banking
 Loans
35

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. 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. SME
Accounts & deposits
Financing your business
Trade services
38

39. Accounts & deposits
Current account
Ulitma current account
Trade current account
EZEE current account
Salary account
Demat account
39

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. Corporate
Financial Institutions &
Trusts
Government sector
Investment banking
WHOLESALE BANKING
41

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. Financial institutions & trusts
 Banks
o Corporate salary accounts
 Financial institutions
o India link
o Forex desk
o Derivatives desk
43

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. 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.  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. 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. • 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. TOP COMPETITORS

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. CONCLUSION
51

52. THANK YOU
52