CHETANAS 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

GROUP MEMBERS
Manali Deshmukh

305

Aashu Gangwal

310

Vinesh Pulli

328

Yogesh raut

329

Dipti Shringare

334

Ruksar Sutar

339

SOURC
ES
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

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 Indias 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

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

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 LondonSchoolof 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

Mr. C. M. Vasudev
Chairman
Mr. C. M. Vasudev holds a Masters 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 Bachelors 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

Mr. Aditya Puri

Managing Director
Mr. Aditya Puri holds a Bachelors 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

Mrs. Renu Karnad

Director

Mr. Vijay Merchant

Independent Director

Mr. Partho Datta

Independent NonExecutive
Director

Mr. Paresh
Sukthankar
Deputy Managing
Director &
Executive Director

Mr. Bobby Parikh

Independent NonExecutive Director

Mr. Kaizad M
Bharucha Director,
Head-Wholesale
Credit & Market 10
Risk

Mar-10

BRANCH
NETWORK
Mar-13
Semi
Urban

31%

26%
8%

35%

24%

Rural
Metro

24%

36%

Semi
Urban
Rural
Metro
Urban

17%

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

LEVERAGING
TECHNOLOGY
Multiple Delivery Channels

2001

Greater choice and

convenience for the
customers
2013

40%

Branches
ATM
Phone
30% banking
Internet
and mobile

18%

14%

Branches
43%
Phone
banking

ATM
Internet
and
mobile

44%

8%

12

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

SHAREHOLDING PATTERN

7.89%
22.69%
17%
34.93%
8.23%

Promoters
banks
FII'S
insurance
mutual fund
indian public
custodians
others

14

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 banks needs.

15

16

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

 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-toend 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

 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
destination for all needs

establish CRMnext as a single

19

 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

 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

PRODUCTS AND SERVICES

Personal
NRI
SME
Wholesale

22

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

23

 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

Loans

25

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

26

How to register for net

banking

Online

ATM

Phone
Banking

Branch

27

Mobile Banking
ATM
Investment Products

28

Investments

o
o
o
o
o
o
o
o
o
o

Mutual Funds offered through HDFC BANK

Axis Mutual Fund
Birla Sun Life Mutual Fund
Franklin Templeton Mutual Fund
HDFC Mutual Fund
HSBC MUTUAL FUND
IDFC Mutual Fund
JPMorgan Mutual Fund
Kotak Mahindra Mutual Fund
L&T Mutual Fund
SBI Mutual Fund

Equities and Derivative

29

Wealth Service

30

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

31

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

32

NRI BANKING

33

 Savings account

Accounts &
Deposits

o NRE & NRO

Current accounts
o NRE & NRO
Fixed deposits account
o Foreign currency deposits account
Accounts for returning Indians
RFC savings account
34

 Money transfer
Investments & Insurance
Premium Banking
Imperia Banking
Preferred Banking
Classic Banking

Loans

35

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 anybonafide purpose of
the account holder

Nomination facility is available Nomination facility is available

Interest is credited quarterly

Interest is credited quarterly

36

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

SME

38

 Accounts & deposits

Current account
Ulitma current account
Trade current account
EZEE current account
Salary account
Demat account

39

 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

WHOLESALE BANKING

41

 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

 Financial institutions & trusts

Banks
o Corporate salary accounts
Financial institutions
o India link
o Forex desk
o Derivatives desk

43

 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

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

 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

SWOT ANALYSIS

47

48

TOP COMPETITORS

HDFC
Outlook
marketing

on Customer
retention

Focus area of Customer

banks in CRM oriented
approach
Online
popularity

ICICI

YES BANK

AXIS

Aggressive

Knowledge
banking
approach

Rebranding
from previous
UTI.

Marketing and To have more To have

competitive
interactive
broader
sales approach approach .
markets

Reached
the It is now ranked Establishing
Following
top
position as 2nd .
market through footsteps of
beating
its
Social
others
competitor
networking
sites.

Customer
Upper Middle
market segment class , high net
worth
individuals

Bank
young Retail segment As a preferred
stars,
bank
partner in
@campus, and
progress.
women account

CRM
Technology
tool used
banks

view
Revamp with One
name
inCRM
house
technology is
used
(Yccr)
software

CRM next
/
in

The Right
Phone Banking
CRM
CRM - Finacle
Software
50

CONCLUSION

51

THANK
YOU
52