The use of CRM at HDFC bank has been essentially done for the following

purposes:
 Targeting customers
The transactional data that is generated through customer interactions and also
by taking into account the profile of the customer (such as the lifecycle stage,
economic background, family commitments, etc.) needs to be collated into one
database to facilitate its proper analysis. For example, a customer interacts with
the banks for savings accounts, credit cards, home loans, car loans, demat
accounts, etc. the data generated through all these services needs to be
integrated to enable effective targeting.

 Sales reference material

A consolidated information database on all products, pricing, competitor
information, sales presentations, proposal templates and marketing collateral
should be accessible to all the people concerned.

 Consistent interface with customers

The communication to customers from various departments like sales, finance,
customer support, etc. should be consistent and not contradictory. Therefore, all
departments should be privy to a unified view of the customer to enable a
consistent approach. Removal of inconsistencies is necessary to ensure that
customers are not harassed and frustrated owing to poor internal co-ordination.

Benefits of CRM

The bank has taken on the end-to-end proposition of SAS for enterprise intelligence,
which offers a credible integrated approach to analytics, including data detection, data
cleansing, data preparation, event detection, reporting and business intelligence, and
campaign analysis. The bank estimates that it is able to track more than 1,200
parameters concerning demographics, transactions made, channel usage, and product
relationships. Through Behavior Explorer and views, business users develop customer
profiles and run ad hoc queries. Analysts then use the information to guide product
development and marketing campaigns that are intended to address each individual‟s
total requirements, instead of just pushing a product. The success of cross-selling to
existing customers has also been enabled by the bank‟s growing capabilities in lead
management. The system is able to allocate leads, schedule meetings, provide a record
of all interactions with the customer, and give reminders for customer follow-ups. A
lead generation tool has also been developed in house to capture and route Product
applications made over mobile phones.
 1. Tracking consumer usage pattern which gives insights
about channel usage, frequency of usage etc. that can be
used to develop better services for end consumer.
 New product development
Analysis at HDFC, guides product development and marketing campaigns through Behaviour Explorer,
whereby customer profiling can be undertaken by using ad hoc queries

3. Lastly, the data can be centrally managed, that ensures

consistent information maintained throughout. This is
done to analyze its customer database, which includes
information from eight separate operations systems

CRM ECRM

So, customer demand for increased value, greater convenience, and more control over
products and services, along with heightened pressure from competitors, have
increased customer acquisition costs and decreased customer and brand loyalty in this
industry.

The usage of ECRM is creating major opportunities to collect and use customer
information to gain a better understanding of customer needs and to strengthen
customer relationships.
very channel.

Firms all around the world have realized the potential of the Internet as a medium for
CRM and have been actively pursuing e-CRM strategies.

A complete e-CRM architecture would comprise of the following components

1. Sales Force Automation (SFA)
2. E-Mail Management System (EMS)
3. Interactive Voice Response (IVR)
4. Knowledge Management (KM)
5. Call Centers
6. Instant online querying through Chat