CRM Implementation at HDFC Bank By

Banking CRM Implementation at HDFC Bank- Case Study We believe in CRMnext. With over 15000+ users & 2500+ branches and multiple integration points, it was hard for any system to match our expectations. Rajesh Wagh, Vice President (IT) HDFC Bank Limited But with CRMnext we have enjoyed 99.9% uptime availability and seamless scalability. It just seems perfect.

Quick Facts Industry Banking and Financial Services One of the Top 5 banks in India Assets: USD38 Billion+ Deposits: USD50 Billion+ Products - Retail Banking - Wholesale Banking - Treasury Customers: 25 Million+ Product holdings: 65 Million+ Workforce: 55,000+ Cities: 1,000+ Branches: 2,500+ ATMs: 6,000+ CRMnext Users: 15,000+ Database Size: 1.2 Terabytes(2008-2011) Website: www.hdfcbank.com

Challenges Single 360 customer view Fragmented customer information in various line of business and multiple systems Fragmented process for each product line and disparate systems Fragmented ownership

Low visibility and challenges in monitoring Cumbersome process for monitoring of TAT Time consuming processes for reconciliation and generation of reports. Non-availability of status of fulfilment of customer forms and requests.

Inefficiencies in cross-sell and up-sell Highly demanding and sensitive managed customer segment Low visibility of information to create opportunities Large customer base and associated data management challenges

Solution Single 360 customer view Customer insight by integration with data warehouse and other core banking applications Scalable and fault tolerant technology for hosting more than 25 million customers and 400 million related records

Enhance productivity by providing Product/function specific workflows for end-to-end tracking of the fulfilment processes. Consolidation and streamlining of processes across functions and products Online accessibility to customer data to more than

15000 users. Cross-sell and up-sell capability at customer touch points Intelligent segmentation of customers Empower customer service and sales teams with automated cross selling and up selling opportunities CRMnext Led transformation 360 degree view is now available for all customers across touch points. Branch and channels geared for crosssell and up-sell. Established ownership and TATs leading to significant improvement in lead conversion rates and escalations and reports for enforcing adherence. Consistent revenue growth in chosen segments Strong risk management. Focus on asset quality Increase in alternate channel usage like phone banking and mobile banking Intelligent segmentation of customers helping in campaign responses Sales teams leveraging CRM system to achieve targets Reduced time to market for new products and services. Unlocked the value of existing IT investments and provided directional IT investments. No loss of leads and business on employee movement.

Ownership Experience Uptime: 100% (March 2008 March 2011) Application Quality - Zero crashes - Zero application led downtime - Zero emergencies From Annual Report 2010-11 Having enhanced its cross-selling and upselling capabilities through data mining and analytical customer relationship management solutions, the Banks technology enables it to have a 360 view of its customers. Your Bank employs event detection technology based customer messaging and has deployed an enterprise wide data warehousing solution as a back bone to its business intelligence system. Awards & recognitions for CRM - IBA Banking Technology Awards 2010 Winner Best Customer Initiative - IDC FIIA Awards 2011- Excellence in Customer Experience