Customer Relationship h.d.fc.

8/10/2019 Customer Relationship h.d.fc.

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PROJECT

AN INSIGHT TO THE

CUSTOMER RELATIONSHIP MANAGEMENT

Of

HDFC BANK LTD.

(A Division of HDFC LTD.)

Research Conducted By :PINTU BOSE

Student :Sikkim Manipal University

Course :MBA

Semester :Fourt !"T#$

Spe%iali&ation :Marketin'

S(M(U )oll No( :*+,-.+*,/0earnin' Centre :+12C To3nsend )oad4

5olkata 6 -,, ,+*(APE74I(8 NO 9 +-,,-+2+2

PROJECT FINAL REPORT


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ON


BY

PINTU BOSE

AT

PROJECT TITLE


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A project report on


OF

COMPANY GUIDE================

Mr. Sunandit Chatterjee

Branc Mana!er"o#$ata

Prepare% &' (

Pintu Bose

Ro## no) *+,-.+*,/0 Se12Fo3rt456APE74"OL"ATA6


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Customer Relationship Management (CRM)

What is CRM?

CRMstands or Custoer Re!ationshi"

Mana#eent( It is a pro%ess or

metodolo'y used to learn more a;out

%ustomers< needs and ;eaviors in order to

develop stron'er relationsips 3it tem(

Tere are many te%nolo'i%al %omponents

to C)M4 ;ut tinkin' a;out C)M in primarily

te%nolo'i%al terms is a mistake( Te more

useul 3ay to tink a;out C)M is as a

pro%ess tat 3ill elp ;rin' to'eter lots opie%es o inormation a;out %ustomers4

sales4 marketin' ee%tiveness4

responsiveness and market trends(

CRMelps ;usinesses use te%nolo'y and

uman resour%es to 'ain insi't into te

;eavior o %ustomers and te value o

tose %ustomers(


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CRM Soft$areSa!es %orce Autoation

Contact ana#eent

Conta%t mana'ement sot3are stores4tra%ks and mana'es %onta%ts4 leads o an

enterprise(

&ead ana#eentEnterprise 0ead mana'ement sot3are

ena;les an or'ani&ation to mana'e4 tra%kand ore%ast sales leads( Also elps

understand and improve %onversion rates(

eCRM or We' 'ased CRM

Se!f Ser(ice CRM

Sel servi%e C)M !eC)M$ sot3are Ena;les3e; ;ased %ustomer intera%tion4 automation

o email4 %all lo's4 3e; site analyti%s4%ampai'n mana'ement(

Sur(ey Mana#eent Soft$areSurvey Sot3are automates an enterprise


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#elp 8esk Sot3are

)artner Re!ationshi" Mana#eent

Contra%t Mana'ement Sot3areContra%t Mana'ement Sot3are ena;les an

enterprise to %reate4 tra%k and mana'e

partnersips4 %ontra%ts4 a'reements(E>ample: Upside Sot3are4 A%%ruent

Sot3are4 diCarta4 I9Many(

8istri;ution mana'ement Sot3are


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Thanks to the expanding global workforce, heightenedcompetition, and the continued need to cut costs and drive

productivity, companies today are facing a new array ofchallenges. Many organizations have employees working out

of the office, whether its your traveling salesperson, orworkers in other states, countries, or from home.

Collaborating as a unified team !orkforce Collaboration"has never been more crucial and sharing information with a

teammate in the next cubicle is only a small piece of thepuzzle. Thats where #usiness $oftware and Customer%elationship Management C%M" applications come in.

C%M programs enable businesses to centrally access andmanage customer information. !hether information is being

shared amongst a large group, such as in a call center orsimply between a few employees in a small business, it has

to be accurate and reliable. &n order to retain customers,their information needs to be recorded securely and

correctly. Most people have encountered the reverse of thisscenario and know how infuriating it can be when companies

have poor organization and communication among theirworkers. To ensure your customers are satisfied, you need tostand above the rest and have an information hub where allworkers have access to vital information about customers.This will help you achieve proper customer service, sales,marketing, and to unite all departments of your business.C%Ms make !orkforce Collaboration easier than ever'

(f course, not all team members should have access to the

same information, and thats why certain C%M applicationsenable you to share information with your team members

securely and with necessary territorial controls. That meansteam leaders can view more information and each

department will see all relevant information. This ensuresexcellent )ro*ect Management for any organization, which is


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vital to your success.

C%M applications help all companies reduce the time andcomplexity it takes to report individual sales activities.

!ithout a C%M, your workers will re+uire an extra - to /hours per week' 0or instance, it will take -1 hours toconsolidate, view, and analyze information about all

customer contacts and engagements, current opportunities,probability of success, etc. 2nother 314/ hours to get

accurate activity reports from staff not including the time ittakes them to create those reports". 2dd 51- hours to find

key potential prospects so that you target the right

customers, or weed out the poor prospects. 0inally, add onanother 465 hour or so to research each customer regarding

past history, needs, etc.

2ny company that needs )rocess &mprovement will find thatin order to be more effective and cost efficient, a system of

$ales 0orce 2utomation must be implemented. Certain C%Msystems can significantly reduce wasted time and increase

sales. 7ot only is $ales 0orce 2utomation important to salesteams, companies are increasingly re+uired to automate

common practices and processes. $ending emails to clients,entering vital information, and other crucial steps are

automated with popular C%M applications to reduce wastedtime of manually performing mundane tasks.

C%M applications make )ro*ect Management easier forcompany leaders with simple ways to monitor and measure

individual and team success. !orkers perform best whenthey have a clear1cut way to measure their success and see

improvement. (f course, by measuring success, rewardscan be given to enhance team morale' 8mployees that are

struggling to perform can be encouraged and further trainedto boost productivity. 8veryone in the business world is


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competitive, especially salespeople9 that:s the point of+uotas and commissions. !hen reps see how their doing

against their +uota, or even against other reps, that isencouragement to do better.

!ith handy tools in C%M applications, your company caneffectively improve !orkflow by targeting a" prospects for

new business and b" existing customers for repeat business.This is a crucial tool to reduce wasted time and eliminatebothering the wrong customers. ;our team will be able to

+uickly divide lead lists into groups that you create such asby


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and peers or look forward to the next email from you. ;ourC%M will assist you in your email campaign efforts by

offering simple templates in >TM? form and providing youwith statistics such as@ who opened the email, who clicked

on your link from the email, who unsubscribed, etc. Creatingautomated callback lists for customers who appeared to beinterested clicked on links, opened email, etc." is a highly

successful tool.

2 C%M application will enable your organization to build oncustomer data with information relating to@ opportunities,

products, services, pro*ects, customer feedback, referrals,

accounting, and more. 2 $ales 0orce 2utomation C%M willautomate processes that used to take days and will simplify

it'

The answer to the problems associated with the expandingglobal workforce is through !eb Collaboration technologies.

This means operating a successful C%M and #usiness$oftware system for your company. ;ou can be sure to@

1 !in Customers@ 7othing will be left to chance. 0rom thefirst contact through first sale, everything is tracked.

1 !ork Together@ &t doesnt matter where you employees arein the office, state, country, or world, they will have the

information they need to close more deals.1 !ork $marter@ !orking smarter is better than harder. &thelps cut wasted time, efforts, and money' ;ou have the

reporting data you need to make great decisions.


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Acno!"ed#e$ents

&f words are considered to be signs of gratitude then let these words

Convey the very same My sincere gratitude to >A0C #27B for

providing me with an opportunity to work with #27B and giving

necessary directions on doing this pro*ect to the best of my abilities.

& am highly indebted to Mr) S3nan%8t Catterjee, #ranch Manager

and company pro*ect guide, who has provided me with the

necessary information and also for the support extended out tome in the completion of this report and his valuable suggestion and

comments on bringing out this report in the best way possible.

& also thank Pro9) Pra!na "a3#, M%Bolkata, who has

sincerely supported me with the valuable insights into the completion

of this pro*ect.

& am grateful to all faculty members of M%Bolkata and my

friends who have helped me in the successful completion of this

pro*ect.


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CONTENTS

$r. 7o. $ub*ect Covered )age 7o.

4 #anking $tructure in &ndia 1

5 &ndian #anking &ndustries 31D

E Fpcoming 0oreign #ank in &ndia 4/

- >A0C #27B 44145

G Company )rofile 4E14G

Technology used 414D

)roduct and Customer segments 5/15E

3 #usiness $trategy 5-15G

D &nside >dfc #ank 51E4

4/ %upee 8arned H %upee $pent E51EE

44 %ecent Aevelopment E-1-4

45 $!(T 2nalysis -51-3

4E )ro*ect on )lastic Money -D1GG


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BAN%ING STRUCTURE IN IN&IA

Sce%3#e% Ban$: 8n In%8a

4A6 Sce%3#e% Co11erc8a# Ban$:

P3c :ectorBan$:

Pr8;ate :ectorBan$:

Fore8!nBan$: 8n

In%8a

Re!8ona# R3ra#Ban$

53" 5" 5D" 4/5"

7ationalized#ank

(ther )ublic$ector #anks

&A#&" $#& and its

2ssociates

(ld )rivate#anks

Ne6


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>ere we more concerned about private sector banks and

ompetition among them. Today, there are 5 private sector banks

in the banking sector@ 4D old private sector banks and 3 new

)rivate sector banks. These new banks have brought in state1of1

the1art technology and 2ggressively marketed their products.

The )ublic sector banks are 0acing a stiff competition from the

new private sector banks. The banks which have been setup in

4DD/s under the guidelines of the Nara:81a1 Co118tteeare

referred to as 78! )%&I2T8 $8CT(% #27B$.

Ne< Pr8;ate Sector Ban$:


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$uperior 0inancial $ervices

Aesigned &nnovative )roducts

Tapped new markets

2ccessed ?ow cost 7%& funds

Jreater efficiency

INDIAN BAN"ING INDUSTRIES

The &ndian banking market is growing at an astonishing rate, with

2ssets expected to reach F$K4 trillion by 5/4/. 2n expanding

economy, middle class, and technological innovations are all

contributing to this growth.


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The countrys middle class accounts for over E5/ million people.

&n correlation with the growth of the economy, rising income levels,

increased standard of living, and affordability of banking products

are promising factors for continued expansion.

The &ndian banking &ndustry is in the middle of an &T revolution,

0ocusing on the expansion of retail and rural banking.

)layers are becoming increasingly customer 1 centric in their

approach, which has resulted in innovative methods of offering new

banking products and services. #anks are now realizing the

importance of being a big player and are beginning to focus their

attention on mergers and ac+uisitions to take advantage of

economies of scale and6or comply with #asel && regulation.

L&ndian banking industry assets are expected to reach F$K4 trillion by

5/4/ and are poised to receive a greater infusion of foreign capital,


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says )rathima %a*an, analyst in Celent:s banking group and author of

the report. LThe banking industry should focus on having a small

number of large players that can compete globally rather than having

a large number of fragmented players.=

F)C(M&7J 0(%8&J7 #27B$ &7 &7A&2

#y 5//D few more names is going to be added in the list of foreign

banks in &ndia. This is as an aftermath of the sudden interest shown

by %eserve #ank of &ndia paving roadmap for foreign banks in &ndia

greater freedom in &ndia. 2mong them is the world:s best private bank

by E3roMone' 1a!a?8ne, $witzerland:s F#$.
http://www.celent.com/bios/PRajan.htmhttp://www.celent.com/bios/PRajan.htm


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Te 9o##oousing Aevelopment 0inance Corporation ?imited >A0C" was

amongst the first to receive an 8n pr8nc8p#e approval from the

%eserve #ank of &ndia %#&" to set up a bank in the private sector, as

part of the %#&:s liberalization of the &ndian #anking &ndustry in 4DD-.


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The bank was incorporated in 2ugust 4DD- in the name of :>A0C

#ank ?imited:, with its registered office in Mumbai, &ndia. >A0C #ank

commenced operations as a $cheduled Commercial #ank in Nanuary

4DDG.

>A0C is &ndia:s premier housing finance company and en*oys an

impeccable track record in &ndia as well as in international markets.

$ince its inception in 4D, the Corporation has maintained a

consistent and healthy growth in its operations to remain the market

leader in mortgages. &ts outstanding loan portfolio covers well over a

million dwelling units. >A0C 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.

!ith its experience in the financial markets, a strong market

reputation, large shareholder base and uni+ue consumer franchise,

>A0C was ideally positioned to promote a bank in the &ndian

environment.

>A0C #ank began operations in 4DDG with a simple mission @ to be a

@or#% C#a:: In%8an Ban$) !e realized that only a single minded


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focus on product +uality and service excellence would help us get

there. Today, we are proud to say that we are well on our way

towards that goal.


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C(M)27; )%(0&?8

STRONG NATIONAL NET@O

HDFC BAN"

Marc +,,. Marc +,,- Marc +,,

C8t8e% ++ >. +-

Brance: ** .5 -.>

ATM: >+ >.,* >/--


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2s of March E4, 5//3, the #anks distribution network was at 4

#ranches and 4D 2TMs in E5 cities as against 3- branches

and 4,/G 2TMs in E5/ cities as of March E4, 5//.

2gainst the regulatory approvals for new branches in hand, the

#ank expects to further expand the branch network by around 4G/

branches by Nune E/, 5//3. Auring the year, the #ank stepped up

retail customer ac+uisition with deposit accounts increasing from

.5 million to 3. million and total cards issued debit and credit

cards" increasing from million to D.5 million.

!hilst credit growth in the banking system slowed down to about

55O for the year ended 5//1/3, the #anks net advances grew

by EG.4O with retail advances growing by E3.O and wholesale

advances growing by E/O, implying a higher market share in both

segments.


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he transactional banking business also registered healthy growth

!ith cash management volumes increased by around 3/O and

trade services volumes by around -/O over the previous year.

)ortfolio +uality as of March E4, 5//3 remained healthy with gross

nonperforming assets at 4.EO and net non1performing assets at

/.-O of total customer assets. The #anks provisioning policies for

specific loan loss provisions remained higher than regulatory

re+uirements.


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TECHNOLOGY USED IN HDFC BAN"

&n the era of globalization each and every sector faced the stiff

competition from their rivals. 2nd world also converted into the flat

from the globe. 2fter the policy of liberalization and %#& initiatives to

take the step for the private sector banks, more and more changes

are taking the part into it. 2nd there are create competition between

the private sector banks and public sector bank.

)rivate sector banks are today used the latest technology for the

different transaction of day to day banking life. 2s we know that

&nformation Technology plays the vital role in the each and every

industries and gives the optimum return from the limited resources.

#anks are service industries and today &T gives the innovative

Technology application to #anking industries. >A0C #27B is the

leader in the industries and today &T and >A0C #27B together

combined they reached the sky. 7ew technology changed the mind of

the customers and changed the +ueue concept from the history

banking transaction. Today there are different channels are available


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for the banking transactions.

!e can see that the how technology gives the best results in the

below diagram. There are drastically changes seen in the use of

&nternet banking, in a year 5//4 5O" and in the year 5//3 5GO".

These type of technology gives the freedom to retail customers.

Centralized )rocessing Fnits Aerived 8conomies of $cale

8lectronic $traight Through)rocessing

%educed Transaction Cost

Aata !arehousing , C%M &mprove cost efficiency,Cross sell

&nnovative Technology2pplication

)rovide new or superiorproducts

>A0C #27B is the very consistent player in the 7ew private sector

banks. 7ew private sector banks to withstand the competition from

public sector banks came up with innovative products and superior

service.


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+,,>


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+,,*

O customer initiated Transaction by Channel "


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HDFC BAN" PRODUCT AND CUSTOMERSEGMENTS

PERSONAL BAN"ING

Loan Product &e'osit Product In(est$ent ) Insurance

Auto Loan

Loan Against

Security

Loan Against

Property

Personal loan

Credit card

2!"eeler loan

Co##ercial

$e"icles %inance

&o#e loans

'etail (usiness

(an)ing

*ractor loan

+or)ing Capital

,inance

Construction-.uip#ent

,inance

&ealt" Care

,inance

-ducation Loan

/old Loan

Sa$ing ac

Current ac

,ied deposit

e#at ac

Sa%e eposit

Loc)ers

utual ,und

onds

no!ledge Centre

nsurance

/eneral and &ealt"

nsurance

-.uity and

eri$ati$es

udra /old ar


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Cards Pa*$ent Ser(ices Access To Ban

Credit Card e(it Card

Prepaid Card

+ore, Ser(ices

Product

Ser$ices

*rade Ser$ices

,ore ser$ice

ranc" Locater

' /uidelines

etSa%e erc"ant

Prepaid 'e%ill

illpay

isa illpay

nstaPay

irectPay

isaoney

*rans%er

e:onies-lectronic ,unds

*rans%er

;nline Pay#ent

o% irect *a

etan)ing ;neie!

nstaAlert

o(ilean)ing

A*

P"one an)ing

-#ail State#ents

ranc" et!or)


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@HOLESALE BAN"ING

Corporate S1a## an% Me%831Enterpr8:e:

F8nanc8a# In:t8t3t8on:an% Tr3:t:

0unded$ervices

7on 0unded$ervices

Ialue 2dded

$ervices &nternet

#anking

0unded $ervices

7on 0unded$ervices

$pecialized$ervices

Ialue addedservices

&nternet #anking

BAN"S

Clearing $ub1Membership

%TJ$ Hsubmembership

0und Transfer 2TM Tie1ups

Corporate $alary a6c

Tax CollectionF8nanc8a# In:t8t3t8on:

M3t3a# F3n%:

Stoc$ Bro$er:

In:3rance Co1pan8e:

Co11o%8t8e:B3:8ne::

Tr3:t:


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BUSINESS MI-

Tota" &e'osits Gross Ad(ances Net Re(enue

Reta8# @o#e:a#e

>A0C #ank is a consistent player in the private sector

bank and have a well balanced product and business

mix in the &ndian as well as overseas markets.

Customer segments retail P wholesale" account for

3-O of 7et revenues 0; 5//3"

>igher retail revenues partly offset by higher operating

and credit costs.

8+ually well positioned to grow both segments.

.


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NRI SERICES

Acco3nt: Depo:8t: Re18ttance:

%upee $aving a6c

%upee Current a6c

%upee 0ixed Aeposits

0oreign Currency Aeposits

2ccounts for %eturning

&ndians

7orth 2merica

FB

8urope

$outh 8ast 2sia

Middle 8ast

2frica (thers

38c$ re18tIn%8aL8n$

Ce3e Loc$BoTe#e!rap8c @8re Tran:9er

F3n%: Tran:9erCe3e:DD:TC:

In;e:t1ent In:3rance: Loan:

Mutual 0unds

&nsurance

)rivate #anking

)ortfolio &nvestment$cheme

>ome ?oans

?oans 2gainst $ecurities

?oans 2gainst Aeposits

Jold Credit Card

Pa'1ent Ser;8ce: Acce:: To Ban$

7et$afe

#ill)ay

&nsta)ay

Airect)ay

Iisa Money

7et#anking

(neIiew

&nsta2lert

2TM

)hone#anking


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(nline Aonation 8mail $tatements

#ranch 7etwork

#F$&78$$ $T%8T8J;

>A0C #27B mission is to be =a @or#% C#a:: In%8an Ban$=,

benchmarking themselves against international standards and best

practices in terms of product offerings, technology, service levels,

risk management and audit P compliance. The ob*ective 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 #ank:s risk appetite. #ank is committed to do this

while ensuring the highest levels of ethical standards, professional

integrity, corporate governance and regulatory compliance. Continue

to develop new product and technology is the main business strategy

of the bank. Maintain good relation with the customers is the main

and prime ob*ective of the bank.


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HDFC BAN" &3:8ne:: :trate!' e1pa:8?e: te9o##o


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&7$&A8 >A0C #27B

+IE /S0 1 PART O+ %AI2EN

@OR" PLACE TRANSFORMATION

0ocus on effective work place organization

#elieve in

S1a## can!e: #ea% to #ar!e 81pro;e1ent

8very successful organization have their own strategy to win the

race in the competitive market. They use some techni+ue and

methodology for smooth running of business. >A0C #27B also

a+uired the Napanese techni+ue for smooth running of work and

effective work place organization.

0ive Q$ )art of "a8?enis the techni+ue which is used in the bank

0or easy and systematic work place and eliminating unnecessary


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things from the work place.

#8780&T (0 0&I8 L$

&t can be started immediately.

8very one has to participate.

0ive L $ is an entirely people driven initiatives.

#rings in concept of ownership.

2ll wastage are made visible.

0&I8 Q$ Means @1

$14 $(%T $8&%&$15 $;$T8M2T&


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56 SYSTEMATIKE@1

$ystematize is focus on efficient and effective $torage method.

That means it identify, organize and arrange retrieval.

&t largely focus on good labeling and identification practices.

(b*ective @1 L2 place for everything and everything in its place.

E6 SPIC2 n 2 SPAN@1

$pic1n1$pan focuses on regular clearing and self

inspection. &t brings in the sense of ownership.

-" STANDERDIKE@1

&t focus on simplification and standardization. &t involve standard

rules and policies. &t establish checklist to facilitates autonomous

maintenance of workplace. &t assign responsibility for doing

various *obs and decide on 0ive $ fre+uency.

G" SUSTAIN(2

&t focuses on defining a new status and standard of

organized work place. $ustain means regular training to maintain

standards developed under $1-. &t brings in self1 discipline and


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commitment towards workplace organization.

LA-LL/ ; ,L-

,L- =-'

S=


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C;L;=' C;/ ;, ,L-S

&EPARTMENT

+elco#e es)

Personal an)er

*eller

'elations"ip anager

ranc" anager

e#at

;t"ers

&n the >A0C #27B each department has their different color coding

apply on the different file. Aue to this everyone aware about their


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particular color file which is coding on it and they save their valuable

time. &t is a part of Baizen and also included in the system of the 0ive

Q$. ?ogic behind it that , the color coding are always differentiate the

things from the similar one.

>FM27 %8$(F%C8$

The #anks staffing needs continued to increase during the year

particularly in the retail banking businesses in line with the business

growth. Total number of employees increased from 4-33 as of

MarchE4,5// to 54- as of March E4, 5//. The #ank continues to

focus on training its employees on a continuing basis, both on the *ob

and through training programs conducted by internal and external

faculty.

The #ank has consistently believed that broader employee ownership

of its shares has a positive impact on its performance and employee

motivation. The #anks employee stock option scheme so far covers

around D/// employees.


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%F)88 82%78A 1 %F)88 $)87T

&t is more important for every organization to know about from where

and where to spent money. 2nd balanced between these two things

rupee earned and rupee spent are re+uired for smooth running of

business and financial soundness. This type of watch can control

and eliminate the unnecessary spending of business. &n this diagram

it include both things from where #ank earned %upee and where to

spent.


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>A0C #27B earned from the Q&nterest from 2dvances G4.4- O ,

Q&nterest from &nvestment 5.45 O, bank earned commission

exchange and brokerage of 4G.5G O. These are the ma*or earning

sources of the bank. #ank also earned from the 0orex and

Aerivatives and some other &nterest &ncome.

#ank spent ED.G O on &nterest 8xpense, E/.5 O on (perating

8xpense and 4-.G3 O on )rovision. #ank also spent Aividend and

Tax on dividend, ?oss on &nvestment , Tax.

2s we discuss above that balancing is must between these two for

every organization especially in the era of globalization where there

are stiff competition among various market players.


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%8C87T A8I8?()M87T

The %eserve #ank of &ndia has approved the scheme of

amalgamation of Cent3r8on Ban$ o9 P3nja& Lt%) with HDFC Ban$

Lt%) with effect from May 5E, 5//3.

2ll the branches of Centurion #ank of )un*ab will function as

branches of >A0C #ank with effect from May 5E, 5//3. !ith %#&s

approval, all re+uisite statutory and regulatory approvals for the

merger have been obtained.


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The combined entity would have a nationwide network of 44

branches9 a strong deposit base of around %s.4,55,/// crores and

net advances of around %s.3D,/// crores. The balance sheet size of

the combined entity would be over %s.4,E,/// crores.

Mer!er A0C #ank ?imited. The shareholders of the #ank

approved the issuance of one e+uity share of %s.4/61 each of >A0C

#ank ?imited for every 5D e+uity shares of %e. 461 each held in

Centurion #ank of )un*ab ?imited. This is sub*ect to receipt of


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2pprovals from the %eserve #ank of &ndia, stock exchanges and

(ther re+uisite statutory and regulatory authorities. The shareholders

2lso accorded their consent to issue e+uity shares and6or warrants

convertible into e+uity shares at the rate of %s.4,GE/.4E each to

>A0C ?imited and6or other promoter group companies on preferentialbasis, sub*ect to final regulatory approvals in this regard. The

$hareholders of the #ank have also approved an increase in the

authorized capital from %s.-G/ crores to %s.GG/ crores.


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)romoted in 4DDG by >ousing Aevelopment 0inance Corporation

>A0C", &ndia:s leading housing finance company, >A0C #ank is one

of &ndia:s premier banks providing a wide range of financial products

and services to its over 44 million customers across hundreds of

&ndian cities using multiple distribution channels including a pan1&ndia

network of branches, 2TMs, phone banking, net banking and mobile

banking. !ithin a relatively short span of time, the bank has emerged

as a leading player in retail banking, wholesale banking, and treasury

operations, its three principal business segments.

The bank:s competitive strength clearly lies in the use of technology

and the ability to deliver world1class service with rapid response time.

(ver the last 4E years, the bank has successfully gained market

share in its target customer franchises while maintaining healthy

profitability and asset +uality.

2s on March E4, 5//3, the #ank had a network of 4 branches and

4,D 2TMs in E5 cities. 0or the year ended March E4, 5//3, the


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#ank reported a net profit of &7% 4G.D/ billion %s.4GD/.5crore",

up ED.EO, over the corresponding year ended March E4, 5//.

2s of March E4, 5//3 total deposits were &7% 4//.D billion,

%s.4//,D crore" up -.GO over the corresponding year ended

March E4, 5//. Total balance sheet size too grew by -./O to &7%

4,EE4. billion 4EE4 crore". ?eading &ndian and international

)ublications have recognized the bank for its performance and

+uality.


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Centurion #ank of )un*ab is one of the leading new generation

private sector banks in &ndia. The bank serves individual consumers,small and medium businesses and large corporations with a full

range of financial products and services for investing, lending and

advice on financial planning. The bank offers its customers an array

of wealth management products such as mutual funds, life and

general insurance and has established a leadership :position:.

The bank is also a strong player in foreign exchange services,

personal loans, mortgages and agricultural loans.

2dditionally the bank offers a full suite of 7%& banking products to

(verseas &ndians. (n 5Dth 2ugust 5//, Centurion #ank of )un*ab

merged with ?ord Brishna #ank ?B#", post obtaining all re+uisite

statutory and regulatory approvals. This merger has further

strengthened the geographical reach of the #ank in ma*or towns and

cities across the country, especially in the $tate of Berala, in addition

to its existing dominance in the northern part of the country.


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Centurion #ank of )un*ab now operates on a strong nationwide

franchise of -/- branches and -G5 2TMs in 4D/ locations across the

country, supported by employee base of over ,G// employees.

&n addition to being listed on the ma*or &ndian stock exchanges,

the #anks shares are also listed on the ?uxembourg $tock

8xchange.


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-cellence in 'etail

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S@OT ANALYSIS

STRENGTH

%ight strategy for the

right products.

$uperior customer

service vs. competitors.

Jreat #rand &mage

)roducts have re+uired

accreditations.

>igh degree of customer

satisfaction.

Jood place to work

?ower response time

with efficient and

effective service.

Aedicated workforce

aiming at making along1term career in the field.

@EA"NESSES

$ome gaps in range for

certain sectors.

Customer service staff need

training.

)rocesses and systems, etc

Management cover

insufficient.

$ectoral growth isconstrained by lowunemployment levels and

competition for staff


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Opport3n8t8e:

)rofit margins will be good.

Could extend to overseas

broadly.

7ew specialist applications.

Could seek better customerdeals(

0ast1track career

development opportunities

on an industry1wide basis.

2n applied research centreto create opportunities fordeveloping techni+ues toprovide added1valueservices.

Treat:

?egislation could impact.

Jreat risk involved

Iery high competition

prevailing in the industry.

Iulnerable to reactive

attack by ma*or competitors

?ack of infrastructure in

rural areas could constrain

investment.

>igh volume6low cost

market is intenselycompetitive.


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C(M)8T&T&I8 $!(T 272?;$&$ !&T> &C&C& #27B

$T%87JT>$ !82B78$$8$

())(%TF

7&T&8$

$ H ( $trategies

$trength@ ?arge Capital base.

(pportunity@ Market 8xpansion.

$trategy@ Aeep )enetration into

%ural Market.

! H ( $trategies

!eakness@ !orkforce

%esponsiveness.

(pportunity@ (utsourcing of 7on H Core #usiness.

$trategy@ (utsource Customer Care P other 81>elps.

T

>%8

2T$

$ H T $trategies

$trength@ ?ow operating costs

Threat@ &ncreased Competition from others )vt. #anks.

$trategy@ $teps to 8nsure ?oyalty by old Customers.

! H T $trategies

!eakness@ 7ot 8+ual to &nternational $tandards.

Threat@ 8ntry of many 0oreign #anks.

$trategy@ Consider additional benefits


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Deta8#e% Ana#':8:(

8) Stren!t 2 Opport3n8t' Ana#':8:)

Stren!t(

&t is well know that &C&C& #ank has the largest 2uthorised Capital

#ase in the #anking $ystem in &ndia i.e. having a total capacity to

raise %s. 4D,///,///,/// 7on H )remium Ialue".

Opport3n8t'(

$eeing the present financial P economic development of &ndian

8conomy and also the tremendous growth of the &ndian

Companies including the ac+uisition spree followed by them,

it clearly states the expanding market for finance re+uirements

and also the growth in surplus disposal income of &ndian citizens

has given a huge rise in savings deposits H from the above point it

is clear that there is a huge market expansion possible in banking

sector in &ndia.

Strate!'(

0rom the analysis of $trength P (pportunity the simple and


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straight possible strategy for &C&C& #ank could be 1 to penetrate

into the rural sector of &ndia for expanding its market share as well

as leading all other )vt. #anks from a great gap.

88) Stren!t 2 Treat Ana#':8:)

Stren!t(

&C&C& #ank is not only known for large capital but also for having a

low operations cost though having huge number of branches and

services provided.

Treat(

2fter showing a significant growth overall, &ndia is able to attract

many international financial P banking institutes, which are known

for their state of art working and keeping low operation costs.

Strate!'(

To ensure that &C&C& #ank keeps going on with low operation cost

P have continuous business it should simply promote itself well P

provide +uality service so as to ensure customer loyalty, therefore

guaranteeing continuous business.


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888) @ea$ne:: 2 Opport3n8t' Ana#':8:)

@ea$ne::(

&t is well known that workforce responsiveness in banking sector is

Iery low in &ndian banking sector, though &C&C& #ank has better

responsible staff but it still lacks behind its counterparts like >$#C,

>A0C #27B, C&T& #27B, ;8$ #27B etc.

Opport3n8t'(

&n the present world, &ndia is preferred one of the best places for

out H sourcing of business process works and many more.

Strate!'(

2s international companies are reaping huge benefits after out1

sourcing there customer care P #)(s, this same strategy should

be implemented by &C&C& #ank so as to have proper customer

service without hindering customer expectations.


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8;) @ea$ne:: 2 Treat Ana#':8:)

@ea$ne::(

Though having a international presence, &C&C& #ank has not been

able to keep up the international standards in providing customer

service as well as banking works.

Treat(

&n recent times, &ndia has witnessed entry of many international

banks like C&T& #ank, ;8$ #ank etc which posses an external

entrant threat to &C&C& #ank H as this #anks are known for their art

of working and maintain high standards of customer service.

Strate!'(

2fter having new entrants threat, &C&C& #ank should come up with

More additional benefits to its customer or may be even reduce

some fees for any additional works of customers.


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)%(N8CT (7 )?2$T&C M(78;

& give the pro*ect on )lastic Money to bank. The ob*ective behind this

pro*ect is to increase the rich customers list in a bank. )lastic Money

title itself says the use of Credit Card and Aebit Card in day to day

transaction of the business. & prepared the presentation on it and


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submitted to bank and #ank already started work on this pro*ect.

&dea behind this pro*ect is to sale the bulk product. Target customer

(f this pro*ect are two parties one is !holesaler and second is

%etailer. Aue to this idea bank also sell their swipe machine to

wholesaler and create brand image in the market.

The idea behind this, bank give the credit card swipe machine to

wholesalers and retailers use the credit card of the bank. #ank gives

the G/ days credit to their credit card holders. $o here retailers can

get benefit of long credit period and on the other side wholesalers can

get the benefit of same day payment. 2s a result bank got the wide

list of customers of wholesalers and retailers.


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)(!8%)(&7T )%8$87T2T&(7 (7 )?2T&CM(78;


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&dea behind it, to convenience both the parties and create the group

transaction between them so bank can got the maximum benefit from

it. 8ach wholesaler has more than 4G to 5/ retailers, so by this way

bank sell the bulk products.


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This power point slide shows the how idea works behind this pro*ect.

Meet the wholesaler first and get the details about their retailers and

convince both parties and shows the benefit of using this type of

transaction by plastic money.


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#ank always find those customers which are more involve in the

banking transaction. These type of group transaction between the

wholesalers and retailers maintain the well account in a bank.


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Customer Relationship h.d.fc.

Documents