Case study

GE Countrywide
 GE countrywide was setup in India in 1994.
 Currently it has 62 location throughout the country.
 GE Countrywide pioneered the consumer loan revolution in India mainly in the
retail segment.
 Through the retail loan the helps to retailer for gaining higher sales, generate
consumer loyalty and increase competitiveness.
 GE Countrywide in one of the lending consumer finance company offer
 Car finance
 Consumer durable finance
 Personal loans
 And it also launched a new product line called home equity in2002.
 They offer loans to the individuals, corporate and institutions through the simple
and convenient documentation process.
 They provide auto loans with the 100 % loan facilities for one year to seven year
time period.
 The home equity scheme is given on the basis of the property a person hold.
 Personal loans have the fixed closed end lines of credit. Customers pay pre
decided monthly installment.
 They provide close –ended loans for two wheeler and consumer durables through
a retail distribution network.
 They also provide educational loans ,marriage loans & travel loan these all loans
comes in personal loan.
Selling process
 For marketing loan products , GE Countrywide uses a combination of pull
and push strategy.

 For personal loan , they uses the News-paper advertisement to attract

potential customers and to generate enquiries.

 Advertisement also mention the toll free number which answers the
queries from the potential customer and database is built up from the calls.

 The queries converted into leads and transferred to the telecallers.

 Telecallers call the target customers and invite to the branch with required
documents.
Continue…..
 In many cases marketing excutives also collect documents from the customers homes
for processing .

 Similar function is also performed by the company direct sales associates who conduct
road shows, loan melas and similar events

 in which they collect customer information and documents of the customer .

 The clear cases forward to the relationship manager who analyze the paying capacity of
customers.

 The branch manager review the cases and send to the head office through online system

 Where the risk manager work out the risk analysis then approvals sent to the respective
branches.
Conclusion :-

 GE countrywide has a successful customer relationship management programme

for retaining.

 The current level of customer retention is around 25% in India.

 The company gives special privileges in the form of lower interest rates and faster
loan approval procedures for existing customers.
 Thank you
Presented by:
Shravani
Arti
Anjali