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 Bank

Products & Services

Top Competitors

SWOT Analysis

Conclusion

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 GROUP MEMBERS

Manali Deshmukh 305

Aashu Gangwal 310

Vinesh Pulli 328

Yogesh raut 329

Dipti Shringare 334

Ruksar Sutar 339

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 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

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 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

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 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

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 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

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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.

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 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.

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Mrs. Renu Karnad Mr. Partho Datta Mr. Bobby Parikh
Director Independent Non-Executive Independent Non-Executive
Director Director

Mr. Vijay Merchant Mr. Paresh Sukthankar Mr. Kaizad M Bharucha

Independent Director Deputy Managing Director Director, Head-Wholesale
& Executive Director Credit & Market Risk
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 BRANCH NETWORK
Mar-10 Mar-13

Semi Semi
Urban Urban
24%
31% 26% Rural 35% Rural

Metro Metro
8%
24%
Urban 17% Urban
35%

• 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

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 LEVERAGING TECHNOLOGY

Multiple Delivery Channels Greater choice and convenience for the

customers
2001 2013

Branches Branches
14% 18%
ATM ATM
43% 44%

Phone 30% Phone

40% banking banking
Internet 8% Internet and
and mobile mobile

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 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

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 SHAREHOLDING PATTERN

7.89%

22.69% Promoters
17% banks
FII'S
insurance
mutual fund
8.23%
34.93% indian public
custodians
others

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 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.

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CRM-Process

CRM- Technology

CRM- Organization Structure

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 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.

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 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.

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 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

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 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

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• 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.

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 PRODUCTS AND SERVICES

Personal

NRI

SME

Wholesale

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 PERSONAL BANAKING

Accounts & Deposits

 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

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 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

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 Loans

• Business Loan

• Home Loan

• Educational

• Personal loan

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 nki
Net Banking

• 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

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 How to register for net banking

Online ATM

Phone Banking Branch

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Mobile Banking
ATM

Investment Products

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 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

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 Wealth Service

Recommendin
Establishing
Identifying g research Seamless Regular
customers
objectives backed execution Reviews
risk profiling
solutions

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 Debit Cards

• JetPrivilege HDFC Bank World Debit Card

• EasyShop Platinum Debit Card

• EasyShop Gold Debit Card

• EasyShop International Business Debit Card

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 Credit Cards

• JetPrivilege HDFC Bank World

• Platinum Times Card

• Teacher's Platinum

• Doctor's Superia

• Corporate Platinum

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 NRI BANKING

Accounts & Money Investments Premium

loans
deposits transfer & insurance banking

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 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

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 Money transfer

 Investments & Insurance

 Premium Banking
 Imperia Banking
 Preferred Banking
 Classic Banking

 Loans

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RFC Savings account RFC Fixed deposits account

Maintain account in foreign currency Maintain account in 4 foreign

even as you can withdraw cash in currencies and protect yourself
Indian Rupees against exchange rate fluctuations

Balance can be transferred on Funds can be remitted abroad for

regaining NRI status any bonafide purpose of the account
holder

Nomination facility is available Nomination facility is available

Interest is credited quarterly Interest is credited quarterly

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 Difference between NRE and NRO
Non-Resident (External)Rupee
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.
NRE account is freely repatriable
NRE account is Tax free
NRE account can be jointly held with another
NRI but not with resident Indian.
Non-Resident Ordinary Rupee Account
NRO account is kept in Indian rupees and
cannot be converted and repatriated into
foreign currency.
NRO account has restricted repatriability
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.
NRO account can be held with NRI as well as
resident Indian
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 SME

Accounts & deposits

Financing your business

Trade services

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

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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

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WHOLESALE BANKING

Corporate

Financial Institutions &

Trusts

Government sector

Investment banking

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 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

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

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 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

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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

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 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

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 SWOT ANALYSIS

• The attrition rate in HDFC is low and it is

one of the best places to work in private
banking sector

Strength • preferred card for shopping and online

transactions
• HDFC bank has the high degree of
customer satisfaction when compared to
other private banks

• Doesn’t have strong presence in Rural areas

weakness • lacks in aggressive marketing strategies like

ICICI
• focuses mostly on high end clients

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 • Improved it’s bad debts portfolio and the
recovery of bad debts are high when

Opportunity 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

• The non banking financial companies and

Threat new age banks are increasing in India

• RBI has opened up to 74% for foreign banks
to invest in Indian market

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TOP COMPETITORS
 HDFC ICICI YES BANK AXIS
Outlook on Customer Aggressive Knowledge Rebranding from
marketing retention banking previous UTI.
approach
Focus area of Customer Marketing and To have more To have broader
banks in CRM oriented competitive sales interactive markets
approach approach approach .
Online popularity Reached the top It is now ranked Establishing Following
position beating as 2nd . market through footsteps of
its competitor Social others
networking sites.
Customer market Upper Middle Bank young stars, Retail segment As a preferred
segment class , high net bank @campus, partner in
worth and women progress.
individuals account
CRM CRM next Revamp with One view name The Right Phone
Technology / tool CRM in- house Banking CRM
used in banks technology is CRM - Finacle
used Software
(Yccr) software
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CONCLUSION

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THANK YOU

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