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A

PROJECT REPORT

ON

“ANALYSIS OF CUSTOMER RELATIONSHIP MANAGEMENT IN


PRIVATE SECTOR BANK”

A STUDY CONDUCTED AT HDFC BANK, LINK ROAD, BILASPUR


(C.G)

IN PARTIAL FULFILMENT OF THE COURSE

MASTERS IN MARKETING MANAGEMENT (MMM)

UNIVERSITY OF PUNE

(2009-2011)

SUBMITTED BY

ABDUL SUHAIB KHAN

INDIRA INSTITUTE OF MANAGEMENT

PUNE
BATCH 2009 - 11

ACKNOWLEDGEMENT
I would like to offer our sincere thanks to the HDFC Bank Group, to pursue
my summer training with their company successfully. The opportunity I got to
work here in the MARKETING Department.

I would also like to thank Mr. SHAKIL KHAN for being the driving force and
for encouraging us to give our best throughout the task. Clearly this would not
have been possible in the absence of his expertise and guidance.

We would like to express our gratitude to the faculty of IIMP, and Prof.
Smitha pappachan whose timely updates and support played a role in the
Successful completion of our training.

Last but not the least I would like to thank the entire staff of HDFC Bank, for
making me feel so comfortable in the organization and making me work to my
fullest potential.

Sincere thanks to the above.

Abdul Suhaib Khan


DECLARATION

I ABDUL SUHAIB KHAN, student of INDIRA INSTITUTE OF


MANAGEMENT, PUNE [MMM course (2009 – 2011 session)] declared that
this project report is outcome of the original research work done by me. The
data is collected from both the primary as well as secondary sources, analysis
of which produces this valuable report.

(ABDUL SUHAIB KHAN)


EXECUTIVE SUMMARY:

Private banking is a concept which is fast emerging in the world of banking


where changes have become a necessity in order for banks to survive in this
competitive environment vis-à-vis not only from the public and private sector
banks but also from the foreign banks.

Customer Relationship Management or CRM is a company-wide business


strategy designed to reduce costs and increase profitability by solidifying
customer loyalty. It's a strategy used to learn more about customers' needs and
behaviors in order to develop stronger relationships with them. After all, good
customer relationships are at the heart of business success.

The title of the project is “Analysis of customer relationship management in


Pvt. Sector bank (HDFC Bank)”. The approach of this project was to
understand the measures adopted by HDFC Bank to promote fair relationship
between the bank and customers, helping the customer in understanding
product and services, how to increase the value of existing customer and know
their level of satisfaction and ultimately increases the bank profitability.
OBJECTIVES OF STUDY

1. Study of products and services offered to retail customers.

2. Ascertaining the behavior and perception of the existing customers towards


products/ services in banking.

3. Study the value of existing customers and reduced cost associated with
servicing them and ways to increasing the overall efficiency of bank
performance.

4. Identifying the most profitable and least profitable customer (Banding)

5. To identify and study the various ways of ensuring customer satisfaction


adopted by HDFC bank.

6. Receiving the customer feedback that leads to new and improved product
and services.

RESEARCH METHODOLOGY:

Research Instrument – Structured Questionnaire

Research Approach – Descriptive Research was used for the research.

Sampling Method – Random Sampling

Sampling Universe – Sample universe for research are the customer of


Bilaspur city.

Sample unit: The respondents comprises of Govt. Employees, Self Employed,


professionals, housewives etc

Sample Frame – The sample frame is taken as the existing customer of HDFC
Bank.

Sample Size – Sample size under study was taken 100 customers.

DATA COLLECTION: Primary data – through personal interview and


questionnaire

Secondary Data – company data base, RBI site and through internet.
KEY FINDINGS:

 Bank has shown better utilization of cash balance of customer by cross


selling other products.

 Officials employed find themselves in much burden as there are very


less number of sales executives.
 Most of the people have a positive attitude about the investment
products.

 Most of the respondents are having more than two accounts and holds
more than two products with HDFC Bank.
 The registers and files are maintained on a daily basis and in a
organized manner.

KEY CONCLUSION:

 Customer Relationships can be achieved by the whole company


working together to give customers what they really want. It’s is a
business strategy to create and sustain long-term, profitable customer
relationships.

 CRM lead to better understanding of all aspects of customer behaviour;


regarding issues and benefits offered by a company and helps
differentiate itself from others.

 In bank loyalty programs should be taken place to reward the


customers for maintaining a product with them

 Bank are visited by two people most profitable and least profitable
customers.

 For knowing the profitability of customer banding was studied to


identifying most profitable and least profitable customers.
LIMITATIONS OF THE STUDY:

During the project following limitations where known:

 The area was large and it was not possible to deal with each and every
customers.

 Time was the major constraint as I have only two months and the area
is very vast .Even though I have put up the best of my efforts to cover
all the areas given to me.

 Many of the customers where not cooperative when they are asked
give few minutes.

 As HDFC Bank is a big brand, many times the answers of the


respondent may be affected by his good or bad experience about some
other product.

 To convince the people for a proper interviewing process is also


difficult.

 Compilation of data on competitor analysis was difficult due to non-


availability of correct information.
INDEX

1) Introduction

2) Industry/sector Profile

3) Company Profile & Product Profile

4) Review of literature

5) Objectives and scope of project

6) Research Methodology

7) Data Analysis and Interpretation

8) Observation and Findings

9) Conclusions

10) Suggestions / Recommendation

11) References
Table of Contents
Serial no. Particulars Page no.

1. Introduction

2. Industry/Sector profile

3. Company and product profile


About HDFC bank
Mission
Awards & Achievement
Balance sheet

4. Review of literature
5. Objective and scope of project
Statement of problem

Research Methodology
1. Justification statement of
problem & objective
6.
2. Methods & procedure used
3. Data collection technique
4. Description of technique
5. Sample

7.
Data interpretation & analysis
1.analysis of data
2.table & interpretation
3.Graph Conclusion.

8. Observation and findings

9. Conclusions.
10. Suggestions/recommendations.

11. References

CHAPTER 1

INTRODUCTION
INTRODUCTION

During the research work done for HDFC Bank in Bilaspur(C.G) area. The
project starts with studying the products and services offered by HDFC Bank.
The objective is to study the value of existing customer for bank by regularly
contacting on phone, taking appointments and meeting them with this the
customer problem and quires are known and to make sure they are satisfied
with the bank services with this ultimately leads to satisfaction.

This study helps in identifying the problem areas and thereby overcoming this
problem will help the company to enhance customer’s connections with the
company. This research was undertaken for a period of 2 months during which
a majority of customers are taken as a part of project by interviewing them.

The next part of the project is identifying the most profitable and least
profitable customers which depend on how a customer generates profit in
terms of all the expenses incurred on the part of the bank and all the revenues
is earned from the product. Basically dealing with the non profitable customer
and converting them into profitable band at this customer relationship is very
important. Their staffs are busy working to acquiring new customer and
paying a less attention on old customers.

The customer access screens ( FINWARE ) used by Relationship manager which


include the complete information about account holder and details of customer
which is helpful for him to contact on phone and profitability code is
mentioned ( BANDING ), so employees can know whether they are dealing with
a 5, 4, 3, 2, or 1 band of customers. And while cross selling the products to
customer profitability band is very important.
These products are selected by certain formulas that determine what bank
products the customer currently uses, and what his current balances would
indicate that he might be eligible for and want to use next. The software also
suggests the appropriate rates for loans (personal loan, two wheeler loan, auto
loan etc.) on the current market, eligibility for credit card and its limit and the
customer’s profitability level.

BANDING

HDFC Bank classify their customers under five different types of band of
customer which is helpful for Relationship Manager in identifying to which
type of customer he is dealing this process is called is banding it is a
continuous process.

This is helpful for Relationship Manager or Personal Banker in differentiating


customer as which one is most profitable and least profitable customers. This
also shows customer loyalty with bank in terms of his transactions and
available balance. If a customer is loyal toward bank then only bank can
generate revenue thus Banding is done on the basis of revenues generated from
the customers. The first two bands deal with non profitable customers. And the
next three bands deal with the Profitable ones.

The profits from the customers are considered on a yearly basis.

Bands Profit

1. Profit<0
2. Profit=0
3. Profit>1k
4. 2.5k>Profit<5k
5. Profit>5k
Thus from the above diagram it is clear that Band 1 customers are those who
generate negative profits for the bank. Band 2 customers are those who
generate zero profit for the bank*. Customers generating profit more than one
thousand rupees and less than two thousand five hundred rupees annually are
kept under Band 3. The customers who fall under the profit class of more than
two thousand five hundred rupees and less than five thousand rupees annually
are under Band 4. And the highest band is of those customers who generate
profits more than five thousand rupees annually.

HDFC BANK TRIES TO MAINTAIN RELATIONSHIP WITH


CUSTOMER IN FOLLOWING WAYS:

HDFC BANK GIVIES INFORMATION:


You can get information on interest rates, common fees and charges through
any one of the following: Looking at the notices in our branches; phoning our
branches or help-lines; Looking on our website; Asking our help desk;
Referring to the service guide.

HDFC BANK HELPS YOU TO UNDERSTAND HOW THERE


FINANCIAL PRODUCTS AND SERVICES WORK BY:

 HDFC Bank provides you information about them in any one or more
of the following languages: Hindi, English or the appropriate local
language.

 Ensuring that there advertising and promotional literature is clear and


not misleading.
 Ensuring that you are given clear information about their products and
services, the terms and conditions and the interest rates/service
charges, which apply to them.
 HDFC Bank provides you information on what are the benefits to you,
 How you can avail of the benefits, and whom you can contact for
addressing you queries.
 Advise you what information/documentation we need from you
HDFC BANK HELP YOU USE YOUR ACCOUNT OR SERVICE BY:

 Provides you a Relationship manager or personal banker which helps


you in assisting your transactions.

 Providing you regular appropriate updates.

 Keeping you informed about changes in the interest rates, charges or


terms and conditions.

BEFORE YOU BECOME A CUSTOMER HDFC BANK WILL:


 Give you clear information explaining the key features of the services
and products you tell us you are interested in;
 Give you information on any type of products and services which we
offer and that may suit your needs;
 Tell you if we offer products and services in more than one and tell you
how to use them;
 Tell you what information we need from you to prove your identity and
address
DEAL QUICKLY AND EFFECTIVELY WITH YOUR QUERIES AND
COMPLAINTS BY:

 Offering channels for you to route your queries.


 Listening to you patiently.
 Accepting our mistakes, if any.
 Correcting mistakes/ implementing changes to address your queries.
 Communicating our response to you promptly.
 Telling you how to take your complaint forward if you are not
satisfied with the response.

HDFC BANK EFFORT TO ENSURE SATISFACTION OF


CUSTOMERS:
 Promote good and fair banking practices by setting minimum standards
in dealing with you
 Increase transparency so that you can have a better understanding of
what you can reasonably expect of the services;
 Encourage market forces, through competition, to achieve higher
operating standards;
 Assisting a personal banker to customers who can look after his
accounts and give timely updates.
 Promote a fair and friendly relationship between you and your bank;
 Promote confidence in the banking system.

CHAPTER2

INDUSTRY/SECTOR PROFILE
INDUSTRY/SECTOR PROFILE

BANKING

Definition of banking

Banking in a traditional sense is the business of accepting deposits money


from public for the purpose of lending and investments. These deposits can
have a distinct feature of being withdrawal by cheques, which no other
financial institution can offer.

Dr. Paget in Law of Banking states, “No one and no body, corporate or
otherwise, can be a banker who does not:

i. Conduct Current Accounts


ii. Pays cheques drawn on himself
iii. Collects cheques for his customers

Banking in India is fairly mature in terms of supply, product


range and reach-even through the reach in rural India still remain a challenge
for the private sector and foreign banks. In terms of quality of assets and
capital adequacy, Indian banks are considered to have a clean, strong and
transparent balance sheet relative to other banks in comparable economics in
its region. The autonomous body (self-governing) has minimal pressure from
the government. The stated policy of the bank on Indian rupees is to manage
volatility but without any fixed exchange rate and this has mostly been true.

With the growth in Indian economy expected to be strong for quite some time
especially in its service sector the demand for banking services, especially
retail banking, mortgages and investment services are expected to be great.

Without a sound and effective banking system in India it cannot have a healthy
economy. The banking system of India should not only be hassle free but it
should be able to meet new challenges posed by the technology and any other
external and internal factors.

For the past three decades India's banking system has several outstanding
achievements to its credit. The most striking is its extensive reach. In fact,
Indian banking system has reached even to the remote corners of the country.
This is one of the main reasons of India's growth process.

About RESERVE BANK OF INDIA

A central bank, reserve bank or monetary authority is the entity responsible for
the monetary policy of a country or a group of member of state. It prime
responsibility is to maintain the stability of national currency and money
supply, but more active duties includes controlling subsidize-loan, interest
rates and acting as a lender or last resort to the banking sector during financial
crises. It could also have supervisory powers, to ensure that banks and other
financial institutions do not behave recklessly or fraudulently.

The RBI handles the cash reserves of other banks in the country. It acts as a
"Bank of Banks". It makes the transactions or transfers of money and
payments occurring between the banks much easier

FUNCTION OF RBI

The functions are classified into three heads, viz.,


A) Traditional functions
B) Promotional functions and
C) Supervisory functions. Let’s see the detailed account in these heads.,

A) Traditional functions

1. Monopoly of currency notes issue


2.Agent and advisor to the Government
3.Custodian of the foreign exchange reserves
4. Maintaining the external value of domestic currency
5.Ensures the internal value of the currency
6.Publishes the Economic statistical data
7.Fight against economic crisis and ensure stability of Indian economy.
8. The banker to the Government of India and the State governments. It
manages the public debt. It undertakes to accept money on behalf of the
Government and make payment on its behalf etc.

B) Promotional functions

1. Provides refinance for export promotion.


2. Expansion of the facilities for the provision of the agricultural credit
through NABARD.
3. Extension of the facilities for the small scale industries.
4. Helping the Co-operative sectors.
5. Prescribe the minimum statutory requirement.
6. Innovating the new banking business transactions.

C) Supervisory functions

1. Granting license to Banks.


2.Inspects and makes enquiry or determine position in respect of matters under
various sections of RBI and Banking regulations
3.Periodical review of the work of the commercial banks
4.Giving instruction to commercial banks
5.Control the non-banking finance corporation
6.Ensuring the health of financial system through on-site and off-site

BANKING STRUCTURE IN INDIA

Scheduled Banks in India

(A) Scheduled Commercial Banks

Public sector Private sector Foreign Banks Regional Rural


Banks Banks in India Bank

(27) (29) (31) (133)


• Nationalized • Old Private
Bank Banks
• Other Public • New Private
Sector Banks Banks
(IDBI)

• SBI and its


Associates

(B) Scheduled Cooperative Banks

Scheduled Urban Cooperative Scheduled State Cooperative


Banks (55) Banks (31)

Here we more concerned about private sector banks and competition among them.
Today, there are 29 private sector banks in the banking sector: comprising of
mixture of old Private sector banks and some new private sector banks.

These new banks have brought in state-of-the-art technology and aggressively


marketed their products. The Public sector banks are facing a stiff competition
from the new private sector banks. The banks which have been setup in the
1990s under the guidelines of the Narasimham Committee are referred to as
NEW PRIVATE SECTOR BANKS.

PUBLIC SECTOR BANKS

Public sector banks are those in which the Government of India or the RBI is a
majority shareholder. These banks include the State Bank of India (SBI) and its
subsidiaries, other nationalized banks, and Regional Rural Banks (RRBs). Over
70% of the aggregate branches in India are those of the public sector banks.

The following are the list of Public Sector Banks in India

• Allahabad Bank
• Andhra Bank
• Bank of Baroda
• Bank of India
• Bank of Maharashtra
• Canara Bank
• Central Bank of India
• Corporation Bank
• Dena Bank
• Indian Bank
• Indian Overseas Bank
• Oriental Bank of Commerce
• Punjab & Sind Bank
• Punjab National Bank
• Syndicate Bank
• UCO Bank
• Union Bank of India
• United Bank of India
• Vijaya Bank
List of State Bank of India and its subsidiary, a Public Sector Banks
• State Bank of India
o State Bank of Bikaner & Jaipur
o State Bank of Hyderabad
o State Bank of Indore
o State Bank of Mysore
o State Bank of Saurastra
o State Bank of Travancore
PRIVATE SECTOR BANKS:
Private banking in India was practiced since the beginning of banking system
in India. The first private bank in India to be set up in Private Sector Banks in
India was IndusInd Bank. It is one of the fastest growing Bank Private Sector
Banks in India. IDBI ranks the tenth largest development bank in the world as
Private Banks in India and has promoted world class institutions in India.
The first Private Bank in India to receive an in principle approval from the
Reserve Bank of India was Housing Development Finance Corporation
Limited, to set up a bank in the private sector banks in India as part of the
RBI's liberalization of the Indian Banking Industry.
ING Vysya, yet another Private Bank of India was incorporated in the year
1930. Bangalore has a pride of place for having the first branch inception in
the year 1934. With successive years of patronage and constantly setting new
standards in banking, ING Vysya Bank has many credits to its account.
List of Private Banks in India
• Bank of Punjab
• Bank of Rajasthan
• Catholic Syrian Bank
• Centurion Bank
• City Union Bank
• Dhanalakshmi Bank
• Development Credit Bank
• Federal Bank
• HDFC Bank
• ICICI Bank
• IDBI Bank
• IndusInd Bank
• ING Vysya Bank
• Jammu & Kashmir Bank
• Karnataka Bank
• Karur Vysya Bank
• Laxmi Vilas Bank
• South Indian Bank
• United Western Bank

FOREIGN BANKS
The operations of foreign banks, though similar to that of other commercial
Indian banks, are mainly confined to metropolitan areas. Foray of foreign
banks depends on reciprocity, economic and political bilateral relations. An
inter-departmental committee has been set up to endorse applications for entry
and expansion. Foreign banks, in the wake of the liberalization era, are looking
to expand and diversify. Some of the leading foreign banks that operate in
India are Citibank, Standard Chartered Grindlays Bank, Hong Kong Shanghai
Banking Corporation, Bank of America, Deutsche Bank, Development Bank
of Singapore and Banque National De Paris.

BANKS IN INDIA
In India the banks are being segregated in different groups. Each group has
their own benefits and limitations in operating in India. Each has their own
dedicated target market. Few of them only work in rural sector while others in
both rural as well as urban. Many even are only catering in cities. Some are of
Indian origin and some are foreign players.
All these details and many more is discussed over here. The banks and its
relation with the customers, their mode of operation, the names of banks under
different groups and other such useful information’s are talked about.
One more section has been taken note of is the upcoming foreign banks in
India. The RBI has shown certain interest to involve more of foreign banks
than the existing one recently. This step has paved a way for few more foreign
banks to start business in India.

Major Banks in India

• ABN-AMRO Bank • Indian Overseas Bank


• Abu Dhabi Commercial Bank • IndusInd Bank
• American Express Bank • ING Vysya Bank
• Andhra Bank • Jammu & Kashmir Bank
• Allahabad Bank • Karnataka Bank
• Bank of Baroda • Karur Vysya Bank
• Bank of India • Laxmi Vilas Bank
• Bank of Maharastra • Oriental Bank of Commerce
• Bank of Punjab • Punjab National Bank
• Bank of Rajasthan • Punjab & Sind Bank
• Canara Bank • South Indian Bank
• Central Bank of India • Standard Chartered Bank
• Centurion Bank • State Bank of India (SBI)
• China Trust Commercial Bank • State Bank of Bikaner & Jaipur
• Citi Bank • State Bank of Hyderabad
• Corporation Bank • State Bank of Indore
• Dena Bank • State Bank of Mysore
• Deutsche Bank • State Bank of Saurastra
• Development Credit Bank • State Bank of Travancore
• Dhanalakshmi Bank • Syndicate Bank
• Federal Bank • UCO Bank
• HDFC Bank • Union Bank of India
• HSBC ICICI Bank • United Bank of India
• IDBI Bank • United Bank Of India
• Indian Bank • UTI Bank

CHAPTER3
COMPANY PROFILE:-

Chapter3 COMPANY PROFILE:-

About HDFC Bank

Bank is one amongst the firsts of the new generation, tech-savvy commercial
banks of India, was set up in January 1995, after the Reserve Bank of India
allowed setting up of Banks in the private sector. The Bank was promoted by
the Housing Development Finance Corporation Limited, a premier housing
finance company (set up in 1977) of India.
The bank’s competitive strength clearly lies in the use of technology and the
ability to deliver world-class service with rapid response time. Over the last 15
years, the bank has successfully gained market share in its target customer
franchises while maintaining healthy profitability and asset quality.

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. The Bank launched its credit card business in late 2001. By
September 30, 2005, the bank had a total card base (debit and credit cards) of
5.2 million cards. The Bank is also one of the leading players in the merchant
acquiring business with over 50,000 Point-of-sale (POS) terminals for debit /
credit cards acceptance at merchant establishments.

HDFC Bank Limited (the Bank) operates in three segments: retail banking,
wholesale banking and treasury services.

RETAIL BANKING SERVICES:

The objective of the Retail Bank is to provide its target market customers a
Full range of financial products and banking services, giving the customer a
one-stop window for all his/her banks requirements. The products are backed
by world-class service and delivered to the customers through the growing
branch network, as well as through alternative delivery channels like ATMs,
Phone Banking, Net Banking and Mobile Banking.

The Bank also has a wide array of retail loan products including Auto Loans,
Loans against marketable securities, Personal Loans and Loans for Two-
wheelers. It is also a leading provider of Depository Participant (DP) services
for retail customers, providing customers the facility to hold their investments
in electronic form.

WHOLESALE BANKING SERVICES:

The Bank s target market ranges from large manufacturing companies in the
Indian corporate to small & mid-sized corporate and agri-based businesses.
For these customers, the Bank provides a wide range of commercial and
transactional banking services, including working capital finance, trade
services, transactional services, cash management, etc.

The bank is also a leading provider of structured solutions, which combine


cash management services with vendor and distributor finance for facilitating
superior supply chain management for its corporate customers. Based on its
superior product delivery / service levels and strong customer orientation, the
Bank has made significant inroads into the banking consortia of a number of
leading Indian corporate including multinationals, companies from the
domestic business houses and prime public sector companies. It is recognized
as a leading provider of cash management and transactional banking solutions
to corporate customers, mutual funds, stock exchange members and banks.
TREASURY:

Within this business, the bank has three main product areas - Foreign
Exchange and Derivatives, Local Currency Money Market & Debt Securities,
and Equities. With the liberalisation of the financial markets in India,
corporates need more sophisticated risk management information, advice and
product structures. These and fine pricing on various treasury products are
provided through the bank s Treasury team. To comply with statutory reserve
requirements, the bank is required to hold 25% of its deposits in government
securities. The Treasury business is responsible for managing the returns and
market risk on this investment portfolio.

The Bank offers derivative products to its customers, who use them to hedge
their market risks, within the framework of regulations as may apply
from time to time. The Bank also deals in derivatives on its own account
and also for the purpose of its own balance sheet risk management. The
operations of HDFC Securities Ltd. have been classified under the retail
banking segment.

BRANCH NETWORK:
Currently as on March 31, 2010, the Bank’s distribution network was at 1,725
branches and 4,232 ATMs in 779 cities as against 1,412 branches and 3,295 ATMs in
528 cities as of March 31, 2009. The Bank’s total customer base touched 19 million
as of March 31, 2010. The bank offers many innovative products & services to
individuals, corporate, trusts, governments, partnerships, financial institutions,
mutual funds, insurance companies.
It is a path breaker in the Indian banking sector.

MISSION AND BUSINESS STRATEGY:


Our mission is to be "a World Class Indian Bank", benchmarking ourselves
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. We are committed to do this while ensuring the
highest levels of ethical standards, professional integrity, corporate governance
and regulatory compliance.

HDFC Bank is a young and dynamic bank, with a youthful and enthusiastic
team determined to accomplish the vision of becoming a world-class Indian
bank.

Our business strategy emphasizes the following:

 Increase our market share in India’s 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 scaleable 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.

HDFC Bank business philosophy is based on four core values - Customer


Focus, Operational Excellence, Product Leadership and People. We believe
that the ultimate identity and success of our bank will reside in the exceptional
quality of our people and their extraordinary efforts. For this reason, we are
committed to hiring, developing, motivating and retaining the best people in
the industry.

BALANCE SHEET: As of March 31, 2010

 The Bank’s total balance sheet size increased by 21.4% from Rs.183,
271 crores as of March 31, 2009 to Rs. 222,459 crores as of March 31,
2010.

 Total gross advances as of March 31, 2010 were Rs. 127,262 crores, an
increase of 27.0% over March 31, 2009.

 Total deposits were at Rs. 167,404crores, an increase of 17.2% over


March 31, 2009. Savings account deposits grew 42.9% over the
previous year to reach Rs. 49,877 crores, while current account
deposits at Rs. 37,227 crores, registered a growth of 30.9% over the
same period.

 As a result, the core CASA ratio was at 50% of total deposits as at


March 31, 2010 as compared to 45% as of March 31, 2009

PROFIT & LOSS ACCOUNT: Year ended March 31, 2010

 For the year ended March 31, 2010, the Bank earned total income of
Rs. 19,980.5 crores.

 Net revenues (net interest income plus other income) for the year
ended March 31, 2010 were Rs.12, 194.2 crores, up by 13.8% over Rs.
10,711.8 crores for the year ended March 31, 2009.

 The Bank’s net profit for year ended March 31, 2010 was Rs. 2,948.7
crores, up 31.3%, over the year ended March 31, 2009.

 Consolidated net profit for the Bank increased by 33.6% to Rs. 3,003.7
crores for the year ended March 31, 2010.
Awards and Achievements - Banking Services

HDFC Bank began operations in 1995 with a simple mission: to be a "World-


class Indian Bank". We realized that only a single-minded focus on product
quality and service excellence would help us get there. Today, we are proud to
say that we are well on our way towards that goal.

It is extremely gratifying that our efforts towards providing customer


convenience have been appreciated both nationally and internationally. Some
appreciations received by HDFC Bank:

In 2010

 Euromoney Private Banking and Wealth Management Poll 2010-1)


Best Local Bank in India (second year in a row). 2) Best Private
Banking Services overall (moved up from No. 2 last year)
 ACI Excellence Award 2010-Highly commended-Asia Pacific HDFC
Bank

 Avaya global connect 2010-Customer Responsiveness Award -


Banking & Financial Services category

 Financial Express - Ernst Young Survey 2009-10-Best New Private


Sector Bank

 The Asset Triple A Awards- Best Cash Management Bank in India.

 Global Finance Award- Best Trade Finance Provider in India for 2010

 Business Today Best Employer Survey-Listed in top 10 Best


Employers in the country

HDFC Bank has received many awards and accolades between 2007 and
2009. The list goes like this:

 Dun & Bradstreet – American Express Corporate Best Bank


Award 2007

 Nasscom IT User Award 2008

 Asian Banker Best Retail Bank in India Award 2009

 Fe Best Bank Awards 2009

 UTI MF-CNBC TV18 Financial Advisor Awards 2009

 Euro money Awards 2009

 Asia Money 2009 Awards

 IBA Banking Technology Awards 2009

 IDRBT Banking Technology Excellence Award 2008

HDFC Bank are aware that all these awards are mere milestones in the
continuing, never-ending journey of providing excellent service to our
customers. We are confident, however, that with your feedback and support,
we will be able to maintain and improve our services.
PRODUCT PROFILE:-

PRODUCT PROFILE:-

HDFC Bank offers a bunch of products and services to meet the every need of
the people. The company cares for both, individuals as well as corporate and
small and medium enterprises. For individuals, the company has a range
accounts, investment, and pension scheme, different types of loans and cards
that assist the customers. The customers can choose the suitable one from a
range of products which will suit their life-stage and needs. For organizations
the company has a host of customized solutions that range from Funded
services, Non-funded services, Value addition services, Mutual fund etc.
These affordable plans apart from providing long term value to the employees
help in enhancing goodwill of the company.
HDFC Bank brings banking at your doorstep. Select any of our deposit
products and provide your details online and our representative will contact
you for Account Opening.

The products of the company are categorized into various sections which are
as follows:

• Accounts and deposits.

• Cards.

• Loans.

• Investments and Insurance.

• Forex and payment services.

• Customer center.

PRODUCTS AND SERVICES AT A GLANCE

PERSONAL BANKING

ACCOUNTS & DEPOSITS LOANS INVESTMENTS &


INSURANCE

- Regular Savings Account - Personal Loans - Mutual Funds


- Savings Plus Account - Home Loans - Tax Planning
- Savings Max Account - Two Wheeler Loans - Insurance
- Senior Citizens Account - New Car Loans - Bonds
- No Frills Account - Used Car Loans - Financial Planning
- Salary Account - Overdraft against Car - Knowledge Centre
- Kid's Advantage Account - Express Loans - Equities & Derivatives
- Pension Saving Bank Account - Loan against Securities - Mudra Gold Bar
- Family Savings Account - Loan against Property - Mudra silver Bar
- Plus Current Account -Loan against Rental Receivables
- Trade Current Account -Health care finance
- Premium Current Account -Tractor Loans CARDS
- Regular Current Account - Commercial Vehicle Finance
- Apex Current Account - Working Capital Finance
- Max Current Account - Construction Equipment Finance - Credit cards
- Merchant Current Account - Debit cards
- Regular Fixed Deposit - Prepaid cards
-Recurring Deposits.
- Super Saver Account
- Sweep-in Account
- HDFC Bank
Imperia/Classic/Preferred
Banking

FOREX SERVICES PAYMENT SERVICES ACCESS YOUR ACCOUNT


THROUGH

- Product & Services - Net Safe


- Trade services - Prepaid Refill -NetBanking
- Forex service Branch Locator - Bill Pay -Credit card Online
- Forex Limits - Direct Pay -OneView
- Forex Plus Card - Visa Money Transfer -InstaAlert
- RBI Guidelines - E-Monies Electronic Funds -MobileBanking
Transfer -ATM
- Excise & Service Tax Payment -Phone Banking
-Email Statements
-Branch Network

SAVINGS ACCOUNTS
During our project course of time some savings and current account where
studied and sell of accounts where done in detail. Therefore HDFC Bank
offers you a power packed Savings Account with a host of convenient features
and banking channels to transact through. So now you can bank at your
convenience, without the stress of waiting in queues like.

Regular saving account


Max saving account
Classic saving account
Preferred saving account
REGULAR SAVING ACCOUNT

An easy-to-operate savings account that allows you to issue cheques, draw


Demand Drafts and withdraw cash. Check up on your balances from the
comfort of your home or office through Net Banking, Phone Banking and
Mobile Banking.
A minimum deposit of Rs. 10,000/- is required to open an account and
thereafter an Average Quarterly Amount of the same amount has to be
maintained. If the balance falls below Rs. 10,000/- a service charge of Rs.
750/- will be levied per quarter. Withdraw cash from any of the ATM* centers
spread Across the country.
Some key Features and Benefits are as under:

 Bank conveniently with facilities like Net Banking and Mobile


Banking- check your account balance, pay utility bills or stop cheque
payment, through SMS
 Avail of facilities like Safe Deposit Locker, Sweep-In and Super Saver
facility on your account Shop using your International Debit Card that
reflects the actual balance in your savings account.

 Free Insta Alerts for all account holders for lifetime of the account
 Free Payable-at-Par cheque book, without any usage charges upto a
limit of Rs.50,000/- per month

 Free NetBAnking, PhoneBanking, Email Statement, Quarterly Account


statement etc

MAX SAVING ACCOUNT


Presenting Savings Max account, loaded with maximum benefits to make
your banking experience a pleasure. By maintaining an average quarterly
balance of just Rs. 25,000/- you get a host of premium services from HDFC
Bank absolutely free*.
Some key Features and Benefits are as under:

 Free unlimited transactions: Cash withdrawal and balance enquiry, at


all HDFC Bank ATMs & at all non HDFC Bank domestic ATMs using
your HDFC Bank Debit Card
 Free Payable-at-Par (PAP) cheque book, without any usage charges up
to a limit of Rs. 2 lac per month. And Free Demand Drafts on HDFC
Bank locations, up to a limit of Rs. 1 lac per day

 Free Gold Debit Card, Free Monthly Statement of Account, Free


NetBanking, PhoneBanking & MobileBanking and InstaAlerts for all
account holders for lifetime

 Account opening charges Rs.399/- only for Demat a/c against Regular
pricing at Rs. 799/-

 Free National Electronic Fund Transfer facilities and Free monthly


statements.

CLASSIC SAVING ACCOUNT


If you want to experience banking beyond the ordinary, our HDFC Bank
Classic Program is just for you. Becoming an HDFC Bank Classic customer
entitles you to a host of benefits, including a bouquet of preferentially priced
products and specialized Investment solutions. To ensure that you make a most
of these offering, you are assigned a PERSONAL BANKER who will be the one
point contact for all your banking needs.

Some key Features and Benefits are as under:

 As a Classic customer, you can avail a Classic Easy Shop Gold Debit
card for Free without any annual charge and a limit of Rs. 50,000/- per
day on ATM withdrawals

 You would be offered a life time free HDFC Bank Platinum Credit
Card

 No charges for non maintainence of Average quarterly balance

 Locker facilities at a 50% discount on annual locker rental rates.

 Classic customers are entitled to enjoy reduced pricing on select loan


products.

 Free Mobile Banking, Net Banking and Phone banking, none of which
you have to pay for!

 As a Classic customer, you will receive a statement every month. If


you transact on non-HDFC Bank ATMs, the charges for balance
enquiry and cash withdrawal will be waived. You can avail of this
benefit on transactions on any non-HDFC Bank ATM across the
country.

 If you transact on non-HDFC Bank ATMs, the charges for balance


enquiry and cash withdrawal will be waived.

Eligibility criteria is the A minimum Average quarterly balance of Rs. 1lakh in


saving bank accounts

CURRENT ACCOUNTS
A current account is a form of deposit wherefrom withdrawals are allowed any
number of times depending upon the balance in the account or up to a
particular agreed amount and shall also be deemed to include other deposit
accounts that are neither savings deposit nor term deposits. HDFC bank offers
you various types of current account according to your business requirements
like.
HDFC Regular Current Account, Premium Current Account, Trade Current
Account, Plus Current Account, Max Current Account, Apex Current Account
etc and may more

REGULAR CURRENT ACCOUNT


A Current account is ideal for carrying out day-to-day business transactions.
With the HDFC Bank Regular Current Account, you can access your account
anytime, anywhere, pay using payable at par cheques or deposit cheque at any
HDFC bank branch. .
Regular Current Account requires you to maintain an average quarterly
balance of only Rs. 10,000.

Some key Features and Benefits are as under:


 Inter-city Account to accounts funds transfer between HDFC Bank
accounts at a nominal charge of Rs.15/- per transactions

 Free Demand Draft and Pay Order above 1lakh and flat charger below
a limit with nominal charges

 Payable at par cheque book at nominal price


 Register for InstaAlert service and receive updates on your account as
and when the select transaction happens

 HDFC Bank offers you Doorstep Banking* the services like Cash &
Cheque Pickup and Cash Delivery, through a reputed agency.

 Free payments and collections through NEFT and RTGS collection.


RTGS payment @ Rs.25/- per transaction

 Enjoy facilities like 24-hour PhoneBanking, NetBanking and


MobileBanking that helps you check your balance & transaction
details, find out the status of your cheque or stop cheque payment.

PREMIUM CURRENT ACCOUNT


You can avail benefits of inter-city banking account with Premium Current
Account, that requires an average quarterly balance of only Rs. 25,000, offers
Payable-At-Par cheque book facility & FREE inter-city clearing transactions
across our network up to Rs.25 Lacs per month.
Some key Features and Benefits are as under:

 Inter-city Account to accounts funds transfer between HDFC Bank


accounts at a nominal charge of Rs.15/- per transactions.

 Free Demand Draft and Pay Order above 1lakh and flat charger below
a limit with nominal charges

 100 cheque leaves free per month

 Register for InstaAlert service and receive updates on your account as


and when the select transaction happens

 Free cash deposits up to Rs.3lakh, deposit of above Rs.3lakh you will


be charged @Rs2 per Rs.1000

 Free anywhere collection & payment within HDFC Bank branch


network up to Rs.25 lacs per month

 Free NEFT Transactions and Free RTGS collection

 HDFC Bank offers you Doorstep Banking*


 Enjoy facilities like 24-hour PhoneBanking, NetBanking and
MobileBanking to access your account.

TRADE CURRENT ACCOUNT


Today's changing business requirements, you need to transfer funds across
cities, and time is of the essence. HDFC Bank Trade Current Account gives
you the power of inter-city banking with a single account

Trade Current Account requires you to maintain an average quarterly balance


of Rs. 40,000.

Some key Features and Benefits are as under:


 Free Account to account funds transfer between HDFC Bank accounts.

 Free RTGS/NEFT Transactions

 Free up to 30 Demand Drafts (DD and pay order per month and can be
issued from any HDFC Bank Branch.

 Free anywhere collection & payment within HDFC Bank branch


network up to Rs.50 lacs per month.
 200 "At Par" cheque leaves per free month .

 Register for InstaAlert service and receive updates on your account as


and when the select transaction happens.

 Free cash deposits up to Rs.5lakh, deposit of above Rs.5lakh you will


be charged @Rs2 per Rs.1000

 HDFC Bank offers you Doorstep Banking*,


 Enjoy facilities like 24-hour PhoneBanking, NetBanking and
MobileBanking that helps you check your balance & transaction
details, find out the status of your cheque or stop cheque payment.

PLUS CURRENT ACCOUNT


In today's fast-paced world, your business regularly requires you to receive
and send funds to various cities in the country. HDFC Bank Plus Current
Account gives you the power of inter-city banking with a single account].
From special cheques that get treated at par with local ones in any city where
we have a branch, to Free collection of outstation cheques (payable at branch
locations), to free inter-city funds transfers of up to 100 lakhs, bank s priority
services have become the benchmark for banking efficiency.
Plus Current Account requires you to maintain an average quarterly balance of
Rs. 100,000

Some key Features and Benefits are as under:

 Faster collection of outstation cheques and Free Account to Account


funds transfer between HDFC Bank accounts

 Free anywhere collection & payment transactions (clearing) within


HDFC Bank branch network , up to Rs.100 lacs per month.

 Free RTGS/NEFT Transactions

 Free up to 50 Demand Drafts (DD and pay order per month and can be
issued from any HDFC Bank Branch.

 300 "At Par" cheque leaves per free month .

 Free cash deposits up to Rs.10lakh, deposit of above Rs.10 lakh you


will be charged @Rs2 per Rs.1000

 Enjoy facilities like 24-hour PhoneBanking, NetBanking and


MobileBanking that helps you check your balance & transaction
details, find out the status of your cheque or stop cheque payment
CHAPTER4

REVIEW OF LITERATURE

Review of literature

Market:

Market is a physical place where buyers and sellers gathered to buy and
sell goods.
Market is a collection of buyers & sellers who transact over a particular
product or services.

Marketing :

Marketing is simply ‘meeting needs profitably’. In other words


marketing is an organizational function and a set of process for creating,
commutating and delivering value to customers and for managing customer
relation ships for beneficial of organization as well as customers.

(Kotler)

Customer:

Who buys a product or services is customer. Customers are very


important part of any organization, because customer generates sales and
profit for any organization

Bank:

A bank is defined as a commercial institution licensed as a receiver of deposits


and giver of loans – both short and long term.

Section 5(1)(B) of banking Regulation Act, 1949 defines banking as, “the
accepting for the purpose of lending or investment, of deposits from the
public, repayable on demand or otherwise, and withdrawal by cheque, draft,
order or otherwise”.
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Customer relationship management (CRM) is a strategy used to learn more


about customers' needs and behaviors in order to develop stronger
relationships with them. The more useful way to think about CRM is as a
process that will help bring together lots of pieces of information about
customers, sales, marketing effectiveness, responsiveness and market trends.
CRM can be adopted to build the long term relationship with the customer’s
with regularly contacting them on phone or continuously meeting with the
customers.

The adoption of CRM is very necessary for long-term relationship with


customers and to create customer loyalty are the most important part of the
organization. And ultimately increasing the value of existing customer by
cross selling of other product as a result it improves the profitability of
organization

What is Customer Relationship Management?

 It is a comprehensive approach that provides smooth coordination


between sales, customer service, marketing and field support and other
customer touching functions. CRM integrates people, process and
technology to maximize relationship with all customers including e-
customers, distribution channels and suppliers.

 It is customer focused business strategy designed to optimize revenue,


profitability and customer loyalty. By implementing a CRM strategy,
an organization can improve the business processes and technology
solutions around selling and marketing and servicing functions across
all customer touch.

Value of CRM to business

A CRM strategy is designed to increase revenue and profitability by attracting


new customers, growing customer business, increasing customer satisfaction
and loyalty, enabling more efficient business processes and utilizing lower
cost technologies

The primary goal of CRM is higher revenue, not cutting costs. A CRM
solution improves sales and marketing efforts and enables organizations to
provide superior service to customers. New customers are gained, and existing
customers are retained and buy more in greater quantity. And customer’s
benefits are receiving superior customer service and getting the products and
services they want, when they want them.

Why is it necessary?

Many companies are turning to customer relationship management systems to


better understand customer wants and needs.

CRM applications often used in combination with data warehousing e-


commerce application and call-center, which allows companies to assess
information about customers buying history, preferences, complaints and other
data so they can better anticipate what customer will want. The goal is to
instill greater customer loyalty.

Other benefits include:

 The ability to provide faster response to customer inquiries.


 Increase efficiency through automation.
 Having a deeper knowledge of customers.
 Getting more marketing of cross selling opportunities.
 Identifying the most profitable customers.
 Receiving the customer feedback that leads to new and improved
product and services.
 Doing One to One marketing.

Important aspect for customer relationship management


Customer satisfaction:
Customer satisfaction it is equivalent to making sure that product and service
performance meets customer expectations. It is the perception of the customer
that the outcome of a business transaction is equal to or greater than his/her
expectation.
We want to know what our customers Want? We want to know if our
customers are satisfied. Satisfaction, Of course, means that what we delivered
to a customer met the customer’s Approval. We want to know if customers are
delighted and willing to comeback, and so on.

Customer loyalty
Customer loyal is when customer is satisfied and wishes to continue
relationship with bank in future banks are struggling by developing and
measuring customer loyalty programs to influence their behavior and
encourage banks' loyalty rewards programs, the programs do exist and
typically fall into these categories:

 Points programs reward consumers for maintaining a product or


service with the bank.
 Relationship packages bundle products and services together and
provide or special pricing to consumers.

Customer Retention:

Customer Retention is the activity that a selling organization undertakes in


order to reduce customer defections. Successful customer retention starts with
the first contact an organization has with a customer and continues throughout
the entire lifetime of a relationship. A company’s ability to attract and retain
new customers, is not only related to its product or services, but strongly
related to the way it services its existing customers and the reputation it creates
within and across the marketplace
CHAPTER5

SCOPE AND OBJECTIVES OF


THE PROJECT
Scope And Objectives of the Project

Scope of study:
The scope of the project was quite wide because in this project an attempt was
made to Analysis of Customer Relationship Management in HDFC Bank.
Therefore customer relationships management is at the heart of every business
success. With CRM, you will easily understand customer requirements, meet
those needs effectively, and predict market trends and conditions

A CRM program will allow a business to make new customers, service the
customers, increase the value of the customer to the company, retain good
customers, and determine which customers can be retained or given a higher
level of service and turning them into loyal customers and ultimately
increasing the profit for banks.

The customers satisfaction is also know why they preferred HDFC Bank and
factor influencing there satisfaction level. As Customer is very important for
the company there contribute profitability for company but it is not necessary
that every customer generate revenue for company; hence the scope of the
project is to identify the non profitable customer i.e. band 1 and band 2
customer to push them into profitable customer. The suggestions was
undertaken i.e. cross selling and products were cross sold to them during the
course of the project, thus generating revenues for the bank..
Therefore customer satisfaction is very necessary as when the customer
delighted he switch to more product and services. Thus we can see that the
scope of this research was very wide and comprehensive.

Statement of problem.

What is effectiveness of CRM in development of customer satisfaction

The objective of the study is to identify how a customer is profitable to HDFC


Bank and to enhance the profitability of Band 1 and 2 customers.
Objectives of study

1. Study of products and services offered to retail customers.

2. Ascertaining the behavior and perception of the existing customers towards


products/ services in banking.

3. Study the value of existing customers and reduced cost associated with
servicing them and ways to increasing the overall efficiency of bank
performance.

4. Identifying the most profitable and least profitable customer (Banding)

5. To identify and study the various ways of ensuring customer satisfaction


adopted by HDFC bank.

6. Receiving the customer feedback that leads to new and improved product
and services.
CHAPTER6

RESEARCH METHODOLOGY
Research Methodology

Research methodology:

The Research methodology used for the study was very rigorous.
Questionnaires were made, interviews with customers were held and various
books and websites were consulted for any type of information related to the
study. The methodology so applied is briefly discussed below step-by-step.

Therefore Marketing research can be defined as the systematic design,


collection, analysis, and reporting of the data and finding relevant to a
specific marketing situation facing the company.

Research Design:

Research design is the basic plan which guides the researchers in the
collection and analysis of data required for practicing the research product.
In fact the research design is the conceptual structure with which research
is conducted. It consist the blue print for the collection, measurement and
analysis of the data that was followed completing the study to ensure that
study is relevant to the problem and will follow the predetermined and set
data.

Type of Research Design:

Descriptive research: - Descriptive research provides data about


the population or universe being studied. Descriptive Research is used when
we are interested in knowing the characteristics of certain groups such as age,
sex, educational level, occupation etc. But it can only describe the "who, what,
when, where and how" of a situation, not what caused it. Descriptive research
is used when the objective is to provide a systematic description that is as
factual and accurate as possible.
DATA COLLECTION TECHNIQUES

PRIMARY SOURCE:

The data required for this stage was regarding the customer relationship and
the behavior and perception of the existing customers towards the products/
services provided by the bank and also, to get their satisfaction level toward
bank. The data could have been collected by just interviewing the customers
but to get a reasonable conclusion and fair accuracy, questionnaires were
prepared and customers were interviewed.

Interview was regarding the product usage. Some of the questions asked in the
interview were, do you have knowledge about the various products provided
by the bank, do you use these products, yes/no then why, do you want any
changes in the existing product, will you switch over to another bank for a new
products/services which is not yet introduced in HDFC Bank, etc.

The above questions were really helpful in the conclusion part of the study.
Some customers were very co-operative but some didn’t even care to listen.
Overall, the study was a success as far as primary source was concerned.

SECONDARY SOURCE:

The secondary data was collected with the help of various books, websites,
bank journal and employees of the bank. The data collected from the websites
and books was good enough to be included in the study analyzed and
concluded but the data got from the employees of the bank was most accurate
and reliable. Various newspapers, magazines, websites, bank

Journals, etc were checked out for information regarding the latest
technological advancement in retail banking in the bank.

The secondary source didn’t provide any personal views of the customers on
the technological advancements but were a great help in completing the report
and getting the details about the bank history, various business groups of the
bank, etc.

SAMPLE DESCRIPTION:
Sample Method: Random sampling was chosen as the sample selection
procedure.

Sample universe: My sample universes for research are customer of Bilaspur


city.

Sample unit: The respondents who were asked to fill out questionnaires are
the sampling units. These comprise of Govt. Employees, Self Employed,
professionals, housewives etc.

Sample Frame: Sample frame of this project is Existing customers of HDFC


Bank.

Sample size: The sample size was taken to be 100 customers. Some of the
customers were interviewed individually everyday and asked to fill the
questionnaires.

Random sampling was the best sample selection procedure as individual


customers in the bank were chosen and requested to take out some time for an
interview and filling of the questionnaires. A sample size of 100 odd
customers was taken so that the conclusion is not biased and great care was
taken while getting the questionnaire filled so that the customer does not
misunderstand the question and checks the option that is applicable.

On the whole, such methodology was adopted that would give accurate results
and the study be a success.
Limitations of the study:

During the project following limitations where known:

 The area was large and it was not possible to deal with each and every
customers.

 Time was the major constraint as I have only two months and the area
is very vast even though I have put up the best of my efforts to cover
all the areas given to me.

 Many of the customers where not cooperative when they are asked
give few minutes.

 As HDFC Bank is a big brand, many times the answers of the


respondent may be affected by his good or bad experience about some
other product.

 To convince the people for a proper interviewing process is also


difficult.

 Compilation of data on competitor analysis was difficult due to non-


availability of correct information.
CHAPTER7

DATA ANALYSIS AND


INTERPRETATION
Data Analysis and Interpretation of Questionnaires

1.The following chart shows that respondents having what type of


account in HDFC bank

INTERPRETATION
Above graphical representation shows that 37% of them are having
saving account. Least of them are having current account.

2.The following chart shows that the numbers of customers having


account for many long time.

2. Since how longyou arehavingaccount


withHDFC Bank?

46
50
45
40 35
35 0-1 Years
30 1-2 Years
25 19 2-3 Years
20
3 an Above
15
10
5 0
0
Time Period

INTERPRETATION

Above graphical representation shows that 46% of them are


possessing account in HDFC Bank since last 1-2 years.
3. The following chart shows that respondents having what total
numbers of account in HDFC bank

3. How manyaccountsyou and your family


have in HDFCbank?

14% 1 Account
16%
42%
2 Accounts

28% 2-4 Accounts

4 and Above

INTERPRETATION

Above graphical representation shows that 42% customers are


having single accounts.
4. The following chart shows that customer holding total numbers
of Products with them of HDFC bank.

INTERPRETATION

Above graphical representation shows that 42% of customer


holding more than two products
5 .This charts shows the percent of customer making investments in
HDFC Bank and where they have invested their money.

5.Have you made anytype of


investmentwith HDFCBank?
Yes
36%
No
64%

INTERPRETATION

In this chart, it is shown that 36% don’t make any type of


investments and 64% of customers make investments in HDFC
Bank and out of 64% of customers 40 % do fixed deposits, 37%
makes life insurance and 23% invest in mutual funds.

6.Chart shows the percent of customer using credit card of HDFC


Bank.
6.Do you hold anytype of credit card?

37%
Yes
No
63%

INTERPRETATION

Above graphical representation shows that 37% of customers


having Credit cards of HDFC Bank and 63% have not taken any
type of Credit card.

7. This chart shows the percent of customer taken loan from HDFC
Bank.
7.Have you taken anytype of loan from
HDFCbank?

39%
Yes

61%
No

INTERPRETATION

Above graphical representation shows that 39% of customers have


taken loan form HDFC Bank and 61% have not taken any type of
loan.

8. This Question shows that the numbers customers currently using


services of HDFC Bank and option where given of multiple choice.
8.Tickmarkon servicesyouarecurrentlyusingfrom
HDFCbank?
90

80
81
70
69 Debit Card
60
Cedit Card
50
Net banking
48
40
Pnone/Mobile
37 Banking
30
Insta Alert
20 24
19 NEFT
10

0
Servicesusing

INTERPRETATION

Above graphical representation shows that majority of customer’s


using debit card i.e.81, while the numbers of credit card customers
are 37, 48 and 69 of customer’s avails the benefit of net banking
and Insta alert provided to them and 19 of them are using National
Electronic Fund Transfer (NEFT) mainly this type of services
current account users are using and 24 number of customer using
phone/mobile banking.

9. This question shows percentage of customers why do preferred


HDFC Bank for opening of an account with them and the option
where given of multiple choice.
Whyyou have preferredthis particular bank
foropeningan account?
(multiplechoice answers)

Due to brand name


62, 24% Due to existing account holder
79, 31%
Lessdocumentation
Lessprocessingtime

22, 9% Near to your place


For features and benefits
27, 11%
48, 19%

16, 6%

INTERPRETATION

Above graphical representation shows that most of them go for


brand name i.e. 32%, 11 % opened an account with the reference of
existing holder, after that 24% of customers are attracted toward
facilities and benefits, 19 % for less processing time because when
their funds come to banks transaction is quickly, only 9 %
preferred because bank is near their home or offices.

10. This question shows percentage of customers rating the


relationship effort adopted by HDFC Bank.
10.Please rate the following relationship efforts of HDFC Bank

0 6%
100% 11% 12%
18%
90% 8% 19%
80% 26%
16% VeryPoor
70% 36%
60% 37% Poor
50% 39% Average
39%
40% Good
28%
30% 25% Excellent
20%
26% 23%
10% 18% 13%
0%
Query Information Promptness in Priorityin
handling by about new service service
officials service

INTERPRETATION

In this chart, it is shown that relationship effort adopted by Bank


and customer are asked to rate on Query handling, Information
about new services, Promptness and Priority in services. It is seen
that in query of handling by officials as 18% of customer marked
as excellent, good 28% average 36% , on , Information about new
services
11.This question shows the percent of customer satisfaction in
using product and services

Whatisyour level of satisfactionwith HDFC


Bank?

11%
24%
FullySatisfied
Satisfied
28%
Somewhat Satisfied
Not Satisfied at all

37%

INTERPRETATION

In this chart, it is shown that majority of customer’s are satisfied


with product and services i.e. 37% % customers, 24% of customers
are fully satisfied having no issues in operation of products and
while 28% are somewhat satisfied the banks and remaining 11% of
customer are not satisfied at all the reasons behind this is that the
sale executives have given them wrong information about product
and services offered.
CHAPTER8
FINDINGS
FINDINGS:
 All the private and public sector banks are recognizing importance of
the relationship management in their growth and customer retention.
 The officials try to make best relation with the customers.
 Staff member gives regular updates to their customers and information
of the product and their services.
 The registers and files are systematically maintained on a daily basis
and in an organized manner.
 Officials employed find themselves in much burden as there are very
less number of sales executives.
 Most of the respondents are having more than two accounts and holds
more than two products with HDFC Bank.
 Bank has shown better utilization of cash balance of customer by cross
selling other products.
 According to respondents feedback it is observed that bank is in need
to increase their branches in Bilaspur region as well as pay concern to
increase their ATM network.
 With the help of research it has been found that most of them prefer
brand name and service facilities and some of them are influenced by
existing customer
 Greater retention of customers is being needed as they are offering
various products and services. This enables a great understanding of
what customers may expect from the bank and what to offer to them.
This leads to defining where each customer is in his relationship with
the bank so that cross-selling can be done
CHAPTER9
CONCLUSION

CONCLUSION:
 HDFC Bank has a strong brand name in the Bilaspur city market. The
people of Bilaspur city are good in investment part and most of them go
for Fixed Deposits and Life Insurance rather investing in Mutual fund
products.
Thus there is a need to convert the people in mutual fund and
credit cards for increasing profitability of bank.
 HDFC Bank has always sought profitable customers and generated profit
from them and taken steps by converting the non profitable customer to
profitable customers.
 Customers can be pulled into profitability band when the customer is
satisfied with the product and services which he is using.
 Customer satisfaction plays an important role as customers are satisfied
they will look for some other product.
 At this state Relationship Manager is very important who can suggest
the customer which product to use with reference to his need.
 They must maintain mutual relationship between the relationship
manager and customer.
 CRM lead to better understanding of all aspects of customer behaviour
regarding issues and benefits offered by a company and helps
differentiate itself from others.

The project was full of learning and experiments and provides me with a great
knowledge about banking sector. I have interacted with a lot of people
personally during these two months. A study of Company profile and Product
profile was done before starting my project which helps me a lot while
interacting with the people. If the interviewer is not having adequate
knowledge of the company and product profile then he will not be able to get
the desired information from the respondent. During the course of time, I tried
to get all the objective of the project to be fulfilled.
CHAPTER10
SUGGESTIONS AND
RECOMMENDATIONS

SUGGESTIONS AND RECOMMENDATIONS


 Continuous interaction with the customers is necessary in order to
continue with relationship Building activities for long term
prospective.
 The bank should come up with more branches in other locations in
Bilaspur city.
 The bank should open more ATM networks.
 To increase the number of customers HDFC Bank should also offer
some products for small business. (For example- Zero balance savings
and current account.)
 It is seen that most of the customers are not aware of products and
services offered by HDFC Bank. Thus HDFC Bank should pay some
attention on Advertisement.
 HDFC Bank has very less sales force than other banks, this is a reason
that customers have lack of attention towards HDFC Bank. This part
can be improved by increasing the sales force.
 Account opening process in HDFC Bank is comparatively complicated
and Time-consuming in case of current accounts HDFC Bank should
consider time factor as it is very important.
CHAPTER11
REFRENCES
REFERENCES
HDFC Bank Ltd.’s prospectus, publications etc.

Marketing Management by Philip Kotler, Thirteenth Edition

Research Methodology - Methods and Techniques by C.R.Kothari.

BIBLIOGRAPHY

htpp://www.google.com

http:// www.hdfcbank.com

http:// www.hdfc.com

http://www.rbi.com
CHAPTER12

ANNEXURE

Questionnaire

Personal Detail:-
Name: ……………………………………………………………...
Occupation: …………………………………………………………
Mobile / Phone No: …………………………………………………
Address:….…………………………………………………………

Family background of the customer


a) How many members do you have in your family? _ _ _ _ _
b) How many of them are earning? _ _ _ _ _

1) What type of account do you have in HDFC bank?


a) Savings account b) Current account
c) Both Savings and Current d) other (please specify) _ _ _ _ _
2) Since how long you are having account with our bank?
a) 0 – 1 year b) 1 – 2 years
c) 2 – 3 years d) 3 years and above
3) How many accounts you and your family have in HDFC bank?
a) 1 account b) 2 accounts
c) 2 – 4 accounts d) 4 and above accounts
4) How many HDFC products do you hold?
a) 1 product b) 2 products
c) 3 products d) 4 and above products

5) Have you made any type of investment with HDFC Bank?

a) Yes b) No
If yes than in…
Fixed deposit a) Yes b) No
Life insurance a) Yes b) No
mutual fund a) Yes b) No
other please specify_ _ _ _ _ _ _ _ _ _
6) Do you hold any type of credit card?
a) Yes b) No
7) Have you taken any type of loan from HDFC bank?

a) Yes b) No
8) Tick mark on services you are currently using from HDFC bank?
a) Debit Card b) Credit Card
c) Net banking d) Phone banking
e) Insta Alert f) NEFT
9) Why you have preferred this particular bank for opening an account?
(You may tick multiple)
a) Due to brand name b) Due to existing account holder
c) Less documentation d) Less processing time
e) Near to your place f) For features and benefits

10) Please rate the following relationship efforts of HDFC Bank


(1: Excellent, 2: Good, 3: Average, 4: Poor, 5: Very poor)

Query handling by officials. _______________


Information about new service_______________
Promptness in service _______________
Priority in service ________________

11) What is your level of satisfaction with HDFC Bank?

a) Fully Satisfied b) Satisfied


c) Somewhat Satisfied d) Not satisfied at all
14) Any suggestions or recommendations to HDFC bank?

……………………………………………………………

……………………………………………………………