Presentation on role of crm in customer satisfaction hdfc majid shah

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 Card
11/3/2014 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-centric
organization.
 CRM system links together the customer data into
single and logical customer repository.
 CRM in banking is a key element of differentiation that
allows a bank to develop its customer base and sales
capacity.
 The goal of CRM is to manage all aspects of customer
interactions in a manner that enables banks to
maximize profitability from every customer.
 CRM is the philosophy, policy and coordinating
strategy connecting different players within an
organization
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

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