11/3/2014 1

SUMMER TRAINING PRESENTATION

On

Role Of CRM In Customer Satisfaction

At

Presented By:

Majid Muneer Shah

13MBA201

MBA-IV Trimester

IMS UNISON UNIVERSITY

•HDFC BANK LTD was incorporated in August 1994 in

the name of 'HDFC Bank Limited', with its registered

office in Mumbai, India.

•HDFC Bank commenced operations as a Scheduled

Commercial Bank in January 1995.

•The bank has grown consistently and is now amongst

the leading players in the industry

11/3/2014 2

HISTORY OF HDFC BANK

•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.

•BOARD OF DIRECTORS

•Mr. C. M. Vasudev , Chairman

•Mr. Aditya Puri , Managing Director

•Mr. Paresh Sukthankar , Deputy Managing Director

11/3/2014 3

VISSION

Operational excellence.

Customer Focus.

Product leadership.

People.

11/3/2014 4

MISSION

•World Class Indian Bank

•Benchmarking against international standards.

•Best practices in terms of product offerings, technology, service levels, risk management and audit & compliance

11/3/2014 5

BUSINESS STRATEGY

Increasing market share in India’s expanding banking

Delivering high quality customer service

Develop innovative products and services that attract targeted customers and address inefficiencies in the Indian financial sector.

11/3/2014 6

HDFC Bank Focuses on…

Understanding the needs of customers and offering them superior product and service.

Leveraging technology to service customers quickly and conveniently.

To create quality of consumers and not quantity of Consumers.

Providing and enabling environment to foster growth and learning for the employees.

11/3/2014 7

THE THREE MAJOR FUNCTIONS OF

HDFC BANK:-

HDFC Bank deals with three key business

segments:-

Retail Banking Services

Wholesale Banking Services

Treasury Operations

11/3/2014 8

NETWORK OF HDFC BANK:

3,488 Branches

11,426 ATM’s in the country

2,231 cities in India

Representative offices in Hong Kong,

New York, London & Singapore

11/3/2014 9

PRODUCT DETAILS Accounts and Deposits:

Savings Accounts-

- Regular saving account - Saving plus account

- Saving max account - Senior citizen account

- No frills account - Retail trust account

- Pension saving bank account - Kids advantage account

- Salary account - Family savings group.

- Payroll -Classic

- Regular - Defense salary account

- Premium

11/3/2014 10

Current Accounts- Plus current account Premium current account Flexi current account. Reimbursement current account RFC-Domestic account Trade current account Regular current account

Fixed deposits- Regular fixed deposits Super saver account Sweep-in account.

11/3/2014 11

Demat Account

Safe Deposit Lockers

Loans:

Personal loans - Home loans

New car loans - Used car loans

Express loans - Gold loans

Educational loans - Loan against securities

Loan against property - Tractor loans

Construction equipment finance

Commercial vehicle finance

Vehicle working capital finance

Loans against rental receivables

11/3/2014 12

Cards:

Credit cards-

Silver credit card - Gold credit card

Woman’s gold credit card - Platinum plus credit card

Corporate credit card - Business credit card

Titanium credit card - Value plus credit card

Health plus credit card - Visa signature credit card

Debit Cards-

Easy shop International Debit Card

Easy shop Gold Debit Card

Easy shop International Business Debit Card

Easy shop Woman’s Advantage Debit Card11/3/2014 13

FINANCIAL PERFORMANCE

11/3/2014 14

March 31, 2014 March 31,2013

Deposits and Other Borrowings 406,776.5 329,253.6

Advances 303,000.3 239,720.6

Total Income 49,055.2 41,917.5

Profit before Depreciation and Tax 13,443.7 10,402.3

Net Profit 8,478.4 6,726.3

Profit brought forward 11,132.2 8,399.6

Total Profit available for Appropriation 19,610.6 15,125.9

Appropriations:

Transfer to Statutory Reserve 2,119.6

1,681.6

Transfer to General Reserve 847.8 672.6

Transfer to Capital Reserve 58.3 85.8

Transfer to / (from) Investment Reserve 3.2 17.7

Proposed Dividend 1,643.4 1,309.1

Tax Including Surcharge and Education cess on Dividend 279.3 222.5

Dividend (including tax / cess thereon) pertaining to previous year paid during the year 4.8 4.5

Balance carried over to Balance Sheet 14,654.2 11,132.2

The Bank posted Total Income and Net Profit of `

49,055.2 crore and ` 8,478.4 crore respectively for the

financial year ended March 31, 2014 as against `

41,917.5 crore and ` 6,726.3 crore respectively in the

previous year.

11/3/2014 15

CUSTOMER RELATIONSHIP

MANAGEMENT (CRM):

CRM is fundamental to building a customer-centricorganization.

CRM system links together the customer data intosingle and logical customer repository.

CRM in banking is a key element of differentiation thatallows a bank to develop its customer base and salescapacity.

The goal of CRM is to manage all aspects of customerinteractions in a manner that enables banks tomaximize profitability from every customer.

CRM is the philosophy, policy and coordinatingstrategy connecting different players within anorganization

11/3/2014 16

RESEARCH METHODOLGY

DATA COLLECTION

The objectives of the project are such that both the primary

and secondary data is required to achieve them.

1. Primary Data:

The primary data was collected to measure the customer

satisfaction regarding HDFC bank. The primary data was

collected by means of direct personal interview method through

structured questionnaire and analysis was done on the basis of

response received from the customers.

2. Secondary Data:

The purpose of collecting secondary data was to achieve

the objective of studying the recent trends and development

taking place in customer relationship management.

11/3/2014 17

Q: How do you come to know about HDFC?

a) Advertising

b) Friends

c) Relatives

d) Other source

11/3/2014 18

42.42%

18.18%

36.36%

3.04%

Advertising Friends Other Sources Relatives

INTERPRETATION:

The HDFC Bank is doing well in terms of advertising.

Q: Rate your level of satisfaction with HDFC:

a) Highly satisfied

b) Satisfied

c) Dissatisfied

11/3/2014 19

53.04%28.78%

18.18%

Satisfied

Highly satisfied

Dissatisfied

INTERPRETATION:

Most of the people are moderately satisfied.

Q: Have you experienced service failure of

the HDFC bank?

a) Always

b) Rarely

c) Never

11/3/2014 20

72.72%

24.24%

3.04%

Never

Rarely

Always

INTERPRETATION

Service failure is too less and thus services provided are good.

FINDINGS

CUSTOMER SATISFACTION :

Least effort put on relationship building which

ultimately led to bad word of mouth.

Biggest limitation is the non-availability of CC & OD

and less number of Branches and ATM’s in North

Kashmir.

High charges, which generally the people of the Valley

are not used to.

Customer services are good and branches are

available throughout India that leads to good

accessibility outside J&K.

Products provided are costly as compared to the other

competitive banks in the Valley.11/3/2014 21

11/3/2014 22