Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
ON
(J&K)
(Session 2012-2014)
Submitted To:
Submitted By:
Submitted to: Submitted By:
Dr. Pratik Agrahari Gupta Sobia Farooq
(MA, MBA, Ph.D.) MBA- IIIrd Sem.
Faculty of Human resource (HR) and marketing
Roll.No:120990500030
DECLARATION
I here by declare that the study entitled Analysis of sales process and operations of retail branch
banking system in HDFC Banksubmitted by me in the partial fulfillment of the requirement for
the Award of master of business H.R by UPES INSTITUTE OF MANAGEMENT is a record of
my own work.
The matter embodied in this project report has not been submitted to any university or
institution for the award of degree.
( sobia)
ACKNOWLEDGEMENT
With sincere
Thankful.
Sobia
MBA ( HR) 3rd sem
PREFACE
Experience is the best teacher. This saying is very well applicable in everyones Life.
Therefore as a student of management it must apply to me also. Then the Question arises that
from where we can get this experience. Obviously we must Undergo practical Training. To serve
this purpose I had undergone two months Summer training at HDFC BANK LTD. and as an
outcome I have prepared this project report Analysis of Sales Process & operations of retail
Branch Banking System in HDFC Bank.
In todays corporate and competitive world, I find that HDFC Bank LTD. has the good growth
and potential as compared to the other bank. HDFC Bank LTD. Has given me the opportunity to
work and get experience in a highly competitive and enhancing sector.
The success story of good market share of different banks depends upon the availability of the
product and services near to the customer.
If HDFC Bank Ltd is able to provide third party payment and ATM facilities they can capture
big market as compared to the other banks.
INDEX
S.no. Particulars Page no.
1. Introduction 67
2. Executive summary 89
3. Scope and objective of the project 10 11
4. Company profile 12 -19
History
Mission and business strategy
Business
5. Product profile 20 33
Different types of accounts
Different types of cards
Loans, insurance and services
6. Modus operandi of retail branch banking 34 50
7. Research methodology 51 53
8. Data analysis and interpretation 54 61
9. Observation and findings 62 63
10. Learning from training 64 65
11. Problems and limitations 66 67
12. SWOT analysis 68 70
13. Conclusion 71 72
14. Recommendations and suggestions 73 75
15. Bibliography 76 77
16. Annexure 78 81
INTRODUCTION
INTRODUCTION
HDFC Bank is one of the few private banks in India with profit maximization as its sole priority
competing against government controlled banks with possibly multiple priorities in one of the
premier growth markets. As Indian economy is achieving new heights the people in India are
getting more and more aware of financial planning and are making more and more investments
in various sectors viz. Insurance, Mutual Funds, Equity Market etc. As India is a diversified
country, people of different cultures, background and class stay in India. Thus, they differ from
each other in their buying behavior and investment patterns. Therefore, the research was carried
out to study the different investment patterns of these people on the basis of three factors viz.
risk, rate of return and time of investment.
The main idea of this project is to carry out a research for the account holders of HDFC bank
Ltd. The bank attained market leadership in savings accounts and second largest seller of regular
savings account in record time in private sector, which was dominated by ICICI bank and other
players when HDFC bank entered into the market. The situation is similar now. Will the
company be able to repeat the same performance for all the category of this project? Within a
short period of time of 14 years, HDFC Bank has been able to become No 1 bank of India on the
parameter of profit. Not only that, it has developed its products with better services, new and best
management information system and the project aims to find out the response of the corporate
through a research process.
EXECUTIVE SUMMARY
1. Retail banking
2. Wholesale banking
3. Treasury services
The project title Analysis of sales process and operations of retail branch banking system in
HDFC Bank is basically a Branch sales based project .The main motive behind choosing this
project are to do a Product mapping of Regular and Classic customers and increase product
holding ratio, competitor analysis, focus on cross selling customer get feedback from them about
the various functional aspects and customer satisfaction analysis vie a vis competitors. And
generate new leads for personal banker and relationship managers. I have recommended future
option plan for increasing business of HDFC Bank Ltd. This can be helpful to increase customer
base and to retain customers.
Only no. accounts should not be the criteria for retail banking, banding of the customer
should also be considered.
Preferred customer should be given more relaxation from the branch side else the
facilities provided by the company.
Research Approach used for this project is survey method. The methodology used is
descriptive research. The research instrument used is structured questionnaires. The analysis
is done through various graphical representations for simplicity of understanding.
According to survey HDFC bank is the largest bank in terms of number of branch after the
merger of Centurion bank of Punjab in private sector and second largest bank in terms of
market share. ICICI Bank is the largest share holder in this segment. Work process in both bank
are very different. HDFC bank is having potential to compete with ICICI bank but they need to
improve their working style and process. They have very big and complicated process of
documentation and in this scenario each and every company wants less documentation and less
complication, Where as ICICI bank, CITI bank are the bank which dont take much time to do it.
It is also a fact that HDFC bank are having strong customer base and tie up with most of the big
companies of India included TCS, TATA Motors, Reliance communications, EXL logistics, EDS,
Accenture, Pyramid, Shoppers stop, etc. And customer satisfaction level is also high as compare
to other banks. Due to these tie up the potential of the bank is increasing which results in the
strong base of preferred customer and long term relationship.
This report was passed on to the respective sales team for further follow up with the customers.
The information collected through questionnaire will act as an input for the sales team for their
preparation before meeting the customers.
SCOPE AND OBJECTIVE OF THE PROJECT
Every project has scope, which defines the areas of research and the parameters that need to be
studied. The scope also tells us the purpose of the project. Branding is an important issue in the
strategy formation process.
Poor firms ignore their competitors; average firms copy their competitors; winning firms lead
their competitors.
Philip Kotler
The above quote from the marketing guru aptly sums up the importance of the study of
competition in the present world. The various steps involved in it are mentioned below:
Proper understanding and analysis of HDFC BANK and their operational channels.
To collect the data from regular, existing & new customers for feedback and generate
more business from them
To Do A deep Study Between Consumer Opinion Regarding HDFC Banks Products &
Services
To study the customer satisfaction regarding direct marketing instruments like (SMS
Banking, Internet Banking, and Phone Banking etc.)
To know about the investment of the customer
in bank i.e. in which sector they mostly invest such as Retail banking (Saving account,
Current account, Third Party Deposits etc).
Evaluating data and analyzing the data Disseminating information and responding
Finally the performances of the various companies are analyzed and SWOT analysis has
been done.
OBJECTIVE
To understand the Retail Branch Banking and sales process of retail products and increasing
organization as well as customers profitability by Cross Selling different products.
Primary objective:-
To understand the retail branch banking and sales process of retail products.
Secondary objective:-
To identify customers wants, need, and desires and cross selling of the products for sales
incensement accordingly.
To study the awareness level of banking services provided by the HDFC Bank.
To provide investment advice to customer in a proper way.
HDFC Bank was incorporated in August 1994 in the name of 'HDFC Bank Limited', with its
registered office in Mumbai, India. The Bank commenced operations as a
Scheduled Commercial Bank in January 1995. The Housing Development Finance
Corporation Limited (HDFC) 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, as part of the RBI's
liberalization of the Indian Banking Industry in 1994.
PROMOTER
HDFC is India's premier housing finance company and enjoys an impeccable track record in
India as well as in international markets. Since its inception in 1977, the Corporation has
maintained a consistent and healthy growth in its operations to remain the market leader in
mortgages. HDFC has developed significant expertise in retail mortgage loans to different
market segments and also has a large corporate client base for its housing related credit facilities.
With its experience in the financial markets, a strong market reputation, large shareholder base
and unique consumer franchise, HDFC was ideally positioned to promote a bank in the Indian
environment.
Mission and Business Strategy
HDFC Banks mission is to be "A World Class Indian Bank", benchmarking their selves
against international standards and best practices in terms of product offerings, technology,
service levels, risk management and audit & compliance. The 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. Bank is committed to do this while ensuring
the highest levels of ethical standards, professional integrity, corporate governance and
regulatory compliance.
Business strategy emphasizes the following:
Increase our market share in Indias expanding banking and financial services industry
by following a disciplined growth strategy focusing on quality and not on quantity and
delivering high quality customer service.
Leverage our technology platform and open scalable systems to deliver more products to
more customers and to control operating costs.
Maintain our current high standards for asset quality through disciplined credit risk
management.
Develop innovative products and services that attract our targeted customers and address
inefficiencies in the Indian financial sector.
Continue to develop products and services that reduce our cost of funds.
Focus on high earnings growth with low volatility.
Board of Directors
The Composition of the Board of Directors of the Bank is governed by the Companies Act, 1956,
the Banking Regulation Act, 1949 and the listing requirements of the Indian Stock Exchanges
where the securities issued by the Bank are listed. The Board has strength of 9 Directors as on
March 31, 2008. All Directors other than Mr. Aditya Puri are non-executive directors. The Bank
has four independent directors and five non-independent directors. The Board consists of
eminent persons with considerable professional expertise and experience in banking, finance,
agriculture, small scale industries and other related fields. None of the Directors on the Board is
a member of more than 10 Committees and Chairman of more than 5 Committees across all the
companies in which he/she is a Director. All the Directors have made necessary disclosures
regarding Committee positions occupied by them in other companies.
Mr. Jagdish Kapoor, Mr. Aditya Puri, Mr. Keki Mistry, Mrs. Renu Karnad and Mr. Vineet
Jain are non-independent Directors on the Board.
Mr. Arvind Pande, Mr. Ashim Samanta, Mr. Gautama Divan and Mr. C. M. Vasudev are
independent directors on the Board.
Mr. Arvind Panda, Mr. Ashim Sam anta, Mr. Gautam Divan and Mr. C. M. Vasudev are
independent directors on the Board.
Mr. Vignette Jain is nominated by the Bennett, Coleman Group on the Board of the Bank.
Capital Structure
The authorized capital of HDFC Bank is Rs.450 crone (Rs.4.5 billion). The paid-up capital is
Rs.311.9 crore (Rs.3.1 billion). The HDFC Group holds 22.1% of the bank's equity and about
19.4% of the equity is held by the ADS Depository (in respect of the bank's American Depository
Shares (ADS) Issue). Roughly 31.3% of the equity is held by Foreign Institutional Investors
(FIIs) and the bank has about 190,000 shareholders. The shares are listed on the Stock Exchange,
Mumbai and the National Stock Exchange. The bank's American Depository Shares are listed on
the New York Stock Exchange (NYSE) under the symbol "HDB".
Distribution Network
HDFC Bank is headquartered in Mumbai. The Bank at present has an enviable network of over
1229 branches spread over 444 cities across India. All branches are linked on an online real-time
basis. Customers in over 120 locations are also serviced through Telephone Banking. The Bank's
expansion plans take into account the need to have a presence in all major industrial and
commercial centers where its corporate customers are located as well as the need to build a
strong retail customer base for both deposits and loan products. Being a clearing/settlement bank
to various leading stock exchanges, the Bank has branches in the centers where the NSE/BSE has
a strong and active member base. The Bank also has a network of about over 2526 networked
ATMs across these cities. Moreover, HDFC Bank's ATM network can be accessed by all
domestic and international Visa/MasterCard, Visa Electron/Maestro, Plus/Cirrus and American
Express Credit/Charge cardholders.
Technology
HDFC Bank operates in a highly automated environment in terms of information technology and
communication systems. All the bank's branches have online connectivity, which enables the
bank to offer speedy funds transfer facilities to its customers. Multi-branch access is also
provided to retail customers through the branch network and Automated Teller Machines
(ATMs). The Bank has made substantial efforts and investments in acquiring the best technology
available internationally, to build the infrastructure for a world class bank. In terms of software,
the Corporate Banking business is supported by Flexcube, while the Retail Banking business by
Finware, both from i-flex Solutions Ltd. The systems are open,
The shareholders of both banks and the Reserve Bank of India, shareholders of Times Bank
received 1 share of HDFC Bank for every 5.75 shares of Times Bank. The acquisition added
significant value to HDFC Bank in terms of increased branch network, expanded geographic
reach, enhanced customer base, skilled manpower and the opportunity to cross-sell and leverage
alternative delivery channels.
HDFC Bank and Centurion Bank of Punjab merger at share swap ratio of
1:29
The Boards of HDFC Bank and Centurion Bank of Punjab met today and approved, subject to
due diligence, the share swap ratio for the proposed merger of Centurion Bank of Punjab with
HDFC Bank. The Scheme of Amalgamation envisages a share exchange ratio of one share of
HDFC Bank for twenty nine shares of Centurion Bank of Punjab. The combined entity would
have a nationwide network of 1,148 branches (the largest amongst private sector Banks) a strong
deposit base of around Rs. 1,200 billion and net advances of around Rs. 850 billion. The balance
sheet size of the combined entity would be Over Rs. 1,500 billion the share exchange ratio
approved by the respective Boards was based on the recommendations made by M/s Dallas &
Shah, Chartered Accountants, and Ernst & Young Private Ltd. who acted as independent joint
values to the transaction.
Credit Ratings
The Bank has its deposit programs rated by two rating agencies - Credit Analysis &
Research Limited (CARE) and Fitch Ratings India Private Limited. The Bank's Fixed
Deposit program has been rated 'CARE AAA (FD)' [Triple A] by CARE, which represents
instruments considered to be "of the best quality, carrying negligible investment risk". CARE has
also rated the bank's Certificate of Deposit (CD) program "PR 1+" which represents "superior
capacity for repayment of short term promissory obligations. Fitch Ratings India Pvt. Ltd.
(100% subsidiary of Fitch Inc.) has assigned the "tAAA (Ind)" rating to the Bank's deposit
program, with the outlook on the rating as "stable". This rating indicates "highest credit quality"
where "protection factors are very high". The Bank also has its long term unsecured,
subordinated (Tier II) Bonds rated by CARE and Fitch Ratings India Private Limited and its Tier
I perpetual Bonds and Upper Tier II Bonds rated by CARE and CRISIL Ltd. CARE has assigned
the rating of "CARE AAA" for the subordinated Tier II Bonds while Fitch Ratings India Pvt. Ltd.
has assigned the rating "AAA (ind)" with the outlook on the rating as "stable". CARE has also
assigned "CARE AAA [Triple A]" for the Banks Perpetual bond and Upper Tier II bond issues.
CRISIL has assigned the rating "AAA / Stable" for the Bank's Perpetual Debt programmer and
Upper Tier II Bond issue. In each of the cases referred to above, the ratings awarded were the
highest assigned by the rating agency for those instruments?
Business
HDFC Bank offers a wide range of commercial and transactional banking services
And treasury products to wholesale and retail customers. The bank has three key business
segments:
HDFC Bank was the first bank in India to launch an International Debit
Card in association with VISA (VISA Electron) and issues the MasterCard
Maestro debit card as well.
PRODUCT PROFILE
PRODUCT PROFILE
ACCOUNT & DEPOSITS SERVICE
Banking should be effortless. With HDFC Bank, the efforts are rewarding. No matter what a
customer's need and occupational status, we have a range of solutions that are second to none.
Whether you're employed in a company and need a simple Savings account or run your own
business and require a robust banking partner, HDFC Bank not only has the perfect solution for
you, but also can recommend products that can augment your planning for the future. It includes
these services: -
Saving accounts.
Current accounts.
Fix deposits.
Demate account.
Safe deposits lockers.
SAVINGS ACCOUNTS
These accounts are primarily meant to inculcate a sense of saving for the future, accumulating
funds over a period of time. Whatever persons occupation, bank have confident that person will
find the perfect banking solution. There some saving accounts like: -
NO FRILLS ACCOUNT
In an effort to make banking simpler and more accessible for customers, bank has introduced the
'No Frills' Savings Account, which offers customer all the basic banking facilities. Customer can
even avail of services like Net Banking, Mobile banking free of cost. In this customer can put
Zero Initial Pay-in and a Zero Balance account
INSTITUTIONAL SAVING ACCOUNTS
A specially designed account that offers twin benefits of a savings as well as a current account.
Customers funds continue to earn you interest while he enjoys hassle-free banking & a host of
other features. All this and more in a Zero Balance account.
SALARY ACCOUNTS
In this account customer can get salary from where he/she doing such job and organization or
company at where the customer of the bank in doing job deposit their salary in to the salary
account a person can get salary.
There are various kinds of saving accounts in the HDFC Bank like: -
Pay roll account.
Classic salary account.
Regular salary account.
Premium salary account.
Defense salary account.
CURRENT ACCOUNTS
HDFC Bank Current Account gives the power of inter-city banking with a single account and
access to more than cities. From special cheques that get treated at par with local ones in any city
where branch, faster collection of outstation cheques (payable at branch locations), free account
to account funds transfer between HDFC Bank accounts to Free inter-city clearing of up to 100
lakhs per month, banks priority services have become the benchmark for banking efficiency.
Now, with an HDFC Bank Current Account, experience the freedom of multi-city banking.
Person can have the power of multi-location access to his account from any of our 761 branches
in 327 cities. Not only that, he can do most of his banking transactions from the comfort of his
office or home without stepping out.
There are various kinds of current account in this bank like: -
PLUS CURRENT ACCOUNT
HDFC Bank plus Current Account gives the power of inter-city banking with a single account
and access to more than cities. Plus Current Account requires maintaining an average quarterly
balance of Rs. 100,000.
Vehicles loan
Nowadays the life is being so fast, time value is becoming more important so to reach at the
destination of any business related occasion or for a boy to reach college or any where at the fix
time there are so many requirement of vehicles. But every people have no capacity to purchase
vehicles with cash so for that here in the HDFC bank vehicles loan is available. There are many
types of vehicles loan.
Types of vehicles loan:
Two wheeler loans.
New car loan.
Used car loan.
Tractor loan (for agree culture business).
Commercial vehicle loan.
So, as per the requirement of the person there are these types of loans are available this are at the
chip rate and hassel free from more documentation and other procedure. And commercial
businessman can get the benefits of the commercial vehicles loans. Thus as per the need of
different people there are vehicle loans available. And also terms and condition are different as
per the requirement.
Gold loan
With HDFC Bank's Gold Loan, person can get an instant loan against gold jewellery and
ornaments. The procedure is simple, documentation is minimal and approval is quick. A person
can get 70% loan on the value of the gold jewellery and ornaments. There is also availability of
the overdraft on the gold jewellery. With this a customer can get free additional services like free
personalized cheque book, free international debit card, and free net banking phone banking
services.
Educational loan
Nowadays important of education becoming very high. As it important becoming high it is
becoming costly. So in the higher education some time people can not effort a high price at a
same time. So, there is education loan is also available for the student.
A person can get loan up to 10 lakhs to study in India and 20 lakhs if he wants to study in abroad.
Loan available up to tenure of 7 years including moratorium period. Loans disbursed directly to
the educational institution. It is released as per fee schedules of institutes. Exclusive Telegraphic
Transfer facility available for courses abroad. Loans available for short duration/ job oriented
courses also.
CARD SERVICES
In todays competitive and fast time card services providing by the banks are really very
important to every person and every business needs or to take meal in to the hotel or to purchase
jewellery from the jewellery shops cards are playing good role in the banking sectors. Bank
ranges of Cards help to meet financial objectives. So whether persons are looking to add to his
buying power, conducting cashless shopping, or budgeting his expenditure, he will find a card
that suits him.
Credit cards
A person wants many things like, a trip to Bali, a diamond ring for wife's dreams. Some dreams
can't wait. If there's something person has always wanted. If a person wanted fulfill his wants he
can get benefits from the HDFC banks credit cards facilities. different types of credit Classic
cards:
Silver Credit Card.
Value plus Credit Card.
Health Plus Credit Card.
Premium Cards:
Gold Credit Card
Titanium Credit Card
Woman's Gold Card
Platinum Plus Credit Card
Visa Signature Credit Card
World MasterCard
Commercial Cards
Corporate Credit Card
Debit cards
HDFC Bank Debit Cards give person complete and instant access to the money in his accounts
without the risk or hassle of carrying cash.
Types of debit cards: -
Classic card
Easy shop international Debit card.
Premium card
Easy shop gold Debit card.
Specialized card
Easy Shop International Business Debit Card.
Easy Shop Woman's Advantage Debit Card.
Easy Shop NRO Debit Card.
Kisan Card.
Prepaid cards
Besides offering convenience, Prepaid Cards have been tailored to answer travel and gifting
needs.
Prepaid Travel Card.
Gift Plus Cards
Prepaid Gift Card.
Food Plus Cards
Prepaid Food Plus card.
Money Plus Card
The Corporate Payment card
PAYMENT SERVICE
Nowadays life of a person become very stressful and he/she becoming busy with their own
business, but they have to payment for something so for that reason banks payment services
become started.With HDFC Bank's payment services, person can bid goodbye to queues and
paper work. Banks range of payment options make it easy for pay for a variety of utilities and
services.
Verified By Visa
Do you want to be worry free for your online purchases. Now you can shop securely online with
your existing Visa Debit/Credit card.
Net Safe
Now shop online without revealing your HDFC Bank Credit Card number. What more, you can
now use your HDFC Bank Debit Card also for online purchases.
Merchant Services
Accept all Visa, MasterCard, credit and Debit cards at your outlets through state of the art POS
Machines or through your website and experience hassle free payment acceptance.
Bill Pay
Pay your telephone, electricity and mobile phone bills at your convenience. Through the Internet,
ATMs, your mobile phone and telephone - with Bill Pay, our comprehensive bill payments
solution.
Insta Pay
Pay your bills, make donations and subscribe to magazines without going through the hassles of
any registration.
Direct Pay
Shop or Pay bills online without cash or card. Debit your account directly with our Direct Pay
service!
In HDFC bank sales are done through direct marketing channels and branch itself. The
products are backed by excellent service and delivered to the customers through the growing
branch network, as well as through alternative delivery channels like ATM's, Phone Banking, Net
Banking and Mobile Banking.
The main idea of doing this project was to know the different channel of sales and have a
practical experience of sales process and retail branch banking system.
4. Exchange Information.
5. Propose a Solution.
7. Deliver
8. Follow up
BRANCH BANKING
1. Customers queries
2. Account opening
3. Investment
4. Insurance
5. Loans
6. De mat account
Branch sales
Understand the basics of the actual sales process, and customizing them for your business, are
critical in building customer relationship. Whatever you are setting, and whether you sell product
or service, the following steps are there one should use.
1. Know your product or service :Before you even have a preliminary conversation with a
prospect, it is essential that you should clearly understand the attributes and benefits of your
product or service .sales people must know what people want because HDFC bank have a huge
product range of financial product .
2. Mapping and profiling :Mapping and profiling is the way to aware about the area for
marketing of products. The area like bramulla has huge market potential where an executive has
a great opportunity for sales. This process is helpful to know the area like society where a team
can go and interact with people for sales promotion activity likes canopy, brochure distribution
and so on.
3. Make initial contact :The actual sales conversations with people in your target market begin
when you start letting them get to know you, and vice versa. For my experience, firstly I made
aware my friends and others about my job and then start to find prospect for the business.
4. Exchange information :This step consists of meeting with your prospects, asking them
questions, uncovering their needs, giving them information about your product or service, and
determining how it might fill those stated needs. Don't be afraid to acknowledge gaps in your
knowledge or understanding; such sincerity comes through in a positive way.
5. Propose a solution: Once you have ascertained that there is a good fit between you and the
prospect, you can propose how your product or service would specifically solve a problem or
handle a need. By understanding the features and benefits of competing products or services, you
can also prove at this point how what you offer is better.
6. Confirm the sale: Rather than focusing on "closing the sale," a term that indicates the end of
the process, confirming the sale means you are reviewing the customer's willingness and ability
to make a commitment. It is a natural extension of a sales relationship built on a foundation of
trust, respect and rapport.
7. Deliver: Although actually delivering your product or service is not technically part of the
sales process, it is a very critical step. If you don't deliver, you don't have a sale .In addition,
during this step you have an excellent opportunity to continue to build trust and cement your
relationship with your client.
ATM'S
NET BANKING
PHONE BANKING
MOBILE BANKING
BRANCH BANKING :
Branch banking helps to retain the banks position as the premier Indian financial services group,
with world-class standards and significant global business committed to excellence in customer,
shareholder and employee satisfaction and to play a leading role in the expanding and
diversifying financial services sector while continuing emphasis on its development banking
role.
SALES THROUGH THE BRANCH
It starts when a customer inters into the bank premises, customer may be an existing account
holder or new customer. Branch sales process is taken care by PB sales (Personal banker)
Existing customer . An existing customer act an important role for the productivity of
organization if customer is satisfied he will act as a tool for the promotion of sales Because the
customer may generate leads and make people aware (Word of mouth) about the product and
services provided by the branch. A banker go for cross sell of product with existing customer like
if a customer having a account with the bank ,banker make him aware about other product and
some value added free services which give dual benefit firstly increase sales and secondly
customer satisfaction.
New customer
Customer who is new to the bank is very important for the branch. They must be handled with
great care and responsibility. New customers are not known to the branch so to give him best
service, proper guide and right product according to their need is the best way to retain customer.
For the convenient of the customer there are some specialized desks in the branch that involves
for providing world class service to the customer.
Welcome Desk
Personal Banker
Relationship Manager
Teller
Teller Authorizer
Welcome desk
The customers coming in the branch are firstly get service through welcome desk. Here the entire
query are solved or extended to a particular counter for further assistance, some of the problem
and queries are solved by welcome desk.
VERIFICATIONS
Signature Verification / Attestation
Photo Verification
DELIVERABLES
ATM Card Delivery
Cheque Book Delivery
Welcome Kit Handover
Hold Statements Delivered
Duplicate Statements Delivered
Welcome Kit Inquiry
ATM / Debit Card Status
Debit Card Request
INQUIRIES / QUERIES
TDS Queries
Balance Inquiry
Details of Cheque Deposits
Details of Cheques Debited
Details of Charges
Details of Interbranch Transactions
LAS Limits
LAS Balances
Cheque not credited to the account
Why cheque was returned
Signature difference - cheque returned
Cheque deposited in ATM not credited
Cash deposited in ATM not credited
How service charges have been levied on AQB
Details of charges
Query on account closed
Account Transfer Query
Interest Certificate Query
Demat Charges Query
Debit Card Charges Query
Status of cheques sent on collection
Status of Foreign Funds remitted
ATM card not received
PIN not received
Cheque Book not received
LOST
Stop Payment Instruction
Debit Card Lost - Hot listing
DEMAT
Demat details
Demat Instructions
Depository on Net
DP opening query
Demat Closure
OTHER
Relief Bonds - query; change of address / instruction
Mutual Fund
Locker opera
To get a practical experience I accompanied with welcome desk and personal banker to get
knowledge of the customer dealing and their queries and solutions.
Queries
All the Queries of the customers are solved in welcome desk of branch. This is an important desk
where every customer approach regarding their problems and need.
In my practical experience, I learnt the customer behavior how the customer reacts when they
having problem .Customer comes with several queries and problems like. New pin request,
stop payment, fund transfer, ATM card, address change, balance enquiry, bank statement,
debit/credit enquiry, penalties and so on
PERSONAL BANKER
Personal banker plays very vital role to increase customer base for the branch
and providing them world-class service. Personal banker involves in the activities given
below
Account opening.
Fixed deposits.
Developing the relationship.
Service after market commitment.
Maintaining the PB sales portfolio.
To maintain KPI (Key Productivity Index)
Selling Third Party Products (mutual funds, insurance)
Generating new leads and passing the lead to the COEX.
Achieving over all branch target.
Customer service.
Account opening:-
Saving account, salary account, current account, NRI account, Kids advantage accounts, FDs etc
are opened in the branch.
I was involved in account opening like salary account, saving account, FDs of walk-in
customers.
Mutual fund: People are interested in mutual fund because of small investment diversified
portfolio, systematic investment plan, professionally management of shares and high liquidity.
The mutual fund are having open ended or close ended scheme, net assets value and expense
redemption sponsors, trustees, registrar are behind the mutual fund who help the investor to
invest in mutual fund ..
Form feeling and investment pattern are also study by accompanied with the banker. Here I
learnt about the mutual fund and their documentation.
Pan card is mandatory for every investor in which BM approval is required.
1. Sales Model
The Banks acquisition targets are met through two channels the Direct
Sales Channel (HBL) and the Branch Channel. Traditionally, the Banks Branch Channel has
been a Liability channel. Flowing from this, Branch sales model focuses on the acquisition of
new Liability customers and accounts. Products included under this are:
q Current accounts
q Savings accounts
q Fixed Deposit accounts
2) Cross sell
Having acquired Liability customers, branches Cross Sell all products and services to these
customers with the objective of deepening relationships. Branches carry targets for the following
products and service
1. Assets AL, PL, CL and LAS
2. De mat accounts
3. Direct Banking Channels Phone Banking, Net Banking, Mobile Banking and ATM.
4. Credit Cards
5. Bill Pay
6. Debit Cards
3. Attrition Management
Attrition includes decline in balances as well as closure of accounts.
Branches primarily focus on Attrition Management by identifying and pro actively managing the
most profitable set of customers. This leads to enhancement and retention of these profitable
relationships.
4. Channel Management
By Channel Management, we mean ensuring that the branch channel is not
being misused by unprofitable customers who excessively transact at branches, thereby
creating avoidable servicing load on branches.
5. Cost Management
For the purposes of branch management, the Costs we are concerned with
relate to Controllable Costs. These are costs for expenses that active management can ensure
are contained within reasonable budgeted levels.
How do branches ensure Costs are effectively
contained?
q By being aware of budgeted levels for each cost head.
q By monitoring actual expenditure against each budgeted cost head.
q By creating awareness of cost consciousness among branch staff.
6. Customer Profitability
Customer Profitability is an outcome of revenue generated by a
customers relationship after deducting expenses incurred in servicing the relationship.
Revenue = spread earned on balances maintained + charges levied.
Expenses = transaction and servicing costs across channels.
Normally, customer profitability in Retail Banks is managed centrally through pricing of
products and services.
RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY
The main issue being discussed here is the emerging trends of corporate salary account
business. For this purpose data was collected using both primary and secondary sources.
q Questioner
q Observation
q Critical incidents
q Internet
q Magazine
q Corporate directory
Information was collected by using a carefully prepared questionnaire, which was designed
&
INTERPRETATION
TABLE NO. 1 :-
Purpose Respondents
Cheque deposits 42
Money Deposits 68
Money Withdrawn 36
Demand Draft 24
Others 30
(A customer sometimes has to visit the bank for two purposes. For instance, Cash Deposit
Interpretation:- From the table we can conclude that most of the respondent visit the bank for
the purpose of money deposit, hence the bank should promote their direct banking channels to
these customers so that they can reduce the footfalls in the bank.
Interpretation:-
From the above graph we can see that about 76 % of respondents gave positive answer .Hence
we can say that the bank is always proactive when it comes to business and keep its customers
informed about the new products introduced from time to time.
Six months 32 16
One year 40 20
Two years 34 17
Three years 32 16
Interpretation:-
From the graph we can interpret that most of the respondents i.e.31%, go for long term
investment i.e. for more than three years, because long term investment has low risk and
attracts better returns.
Table No. 4:-
Factors Affecting Investment Patterns
Risk 142 71
Time of investment 24 12
Rate of return 34 17
Interpretation:-
The majority of respondents i.e. 71% ranked risk as the important factor on top of rate of return
and time of investment. This shows people from all the three categories consider risk as most
important factor. This trend lies in the culture of Indian customers.
Table No.5: -
DELIGHTED 112 56
SATISFIED 62 31
NOT MUCH SATISFIED 20 10
DISSATISFIED 6 3
Interpretation:-
From the above graph we can see that about 76 % of respondents gave positive answer .Hence
we can say that the bank is always proactive when it comes to business and keep its customers
informed about the new products introduced from time to time.
Table no. 6:- Why you have preferred HDFC bank for opening an account?
Most preferred reason to open an account (Ranked 1st Reason)
Due to brand name 34
Less documentation 16
SWOT ANALYSIS
Strengths
1. Strong sales team who are recruited through tough interviews and promotion.
2. Proximity and accessibility to the customer.
3. Established brand name.
4. Diversity, resilience and flexibility.
5. Bank with a good financial backup
6. Quality service is assured if one has a banking relationship with HDFC BANK
7. Unlimited access to ATMs of Branches across the country.
8. Good infrastructure & good incentives for the result oriented employees.
9. Large number of branches in Metros.
Weakness
1. Number of HDFC ATMs is less than its close competitors.
2. Lots of documentation which takes a lot of time.
3. Processing time is too much in comparison to competitors.
4. HDFC bank uses FIWARE as a software wish is too time taken.
5. Average quarterly balance is comparatively higher than most of its competitors.
6. Penalties are higher for non-maintenance of average quarterly balance.
7. Bank charges are high (Demand draft, pay order charges).
8. Customer of middle income group hesitates to start a relationship with HDFC Bank.
Opportunity
1. To expand the business across the country.
2. Lots of scope for product variation.
3. Tap the middle income group and the salaried class.
4. Lots of scope for growth in the Indian market.
Threat
1. ATM infrastructure of its competitors.
2. Players have similar strategies.
3. There is not much differentiation between the services and products of other banks.
4. HDFC bank has lots of unnecessary salary account which is increasing the no of
account but decreasing the quality of the customers.
CONCLUSION
CONCLUSION
Customers of the bank belong to various cultures, backgrounds and different segments of the
society, hence they exhibit different attitudes while decision making. Hence, while doing the
analysis the customers were divided into various types on the basis of their product holding and
their investment patterns were investigated.
The results showed that the High Profit customers gave more emphasis on Rate of Returns
and the period of investment while Mixed Bag customers considered Risk, Rate of Returns
and period of investment as the important factor before investing. Losing customers gave
more emphasis on Risk and Rate of Return.
This also validates that though our economy is booming and purchasing power of Indians is
increasing but still risk remains the most important factor when it comes to investment decisions.
Therefore, the bank must project itself as a responsible bank where there is minimal risk of
investing.
The Bank has 25% of high profile customers which gives 80% of business to the bank, so bank
has to maintain good relationship with them and attract them by special offers and make them
realize how important they are to the bank.
RECOMMENDATIONS
AND
SUGGESTIONS
11. After making a new preferred customer or after selling them new products, service should be
even better so that customer base can increase and percentage of unsatisfied customer can be
reduced. HDFC banks service is better as compare to its competitors but sometimes
irresponsibility of sales person result in unsatisfied customer and they start banking with others.
BIBLIOGRAPHY
BIBLIOGRAPHY
Books referred
Marketing management Philip Kotler
Organizations journals and magazines
Newspapers (Economic Times, Business Standard, and Times of India
Banks intranet
www.mekiensy.com
www.hindubusinessline.com
www.research.com
www.businessballs.com
www.questia.com
www.hdfcbank.com
www.google.com
ANNEXURE
ANNEXURE
1) Are you Salaried or Self-Employed?
Salaried Self-Employed
2) What are your income levels?
Less than 1.2 lac p.a Less than 2.5 lac p.a.
Less than 5.0 lac p.a. More than 5 lac p.a.
7) What number of accounts you have at HDFC Bank and of what type?
8) Are the accounts held by one person or by different members in the family?
9) Does the bank always inform you about the new products or services introduced by
them?
Yes Sometimes No
10) For what period of time do you usually invest your money into various sources?
Six month One year Two years
Three years More than three years
11) Which is the most important factor you consider before investing ?
Risk Time of investment Rate of return
14) Are you satisfied with the ways HDFC Bank has designed their products?
strongly satisfied somewhat satisfied Neutral
Somewhat dissatisfied strongly dissatisfied
16) Why you have preferred HDFC bank for opening an account?
Most preferred reason to open an account (Ranked 1st Reason)
Due to brand name
Existing account holder
Less documentation
less processing time
Near to your place
For features and benefits