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Role of Artificial Intelligence in Providing Customer Services With Special Reference To SBI and HDFC Bank
Role of Artificial Intelligence in Providing Customer Services With Special Reference To SBI and HDFC Bank
Role of Artificial Intelligence in Providing Customer Services With Special Reference To SBI and HDFC Bank
to the self-service mode. Chatbots will not replace customer ICICI Bank, YES Bank and HDFC Bank all use the services
executives but will complement them, providing customers of ToneTag, which has created databases of encrypted sound
with a richer experience. The bankers believe there would waves for them, allowing customers to make payments
not be job losses. without touching a button. A humanoid is placed by HDFC
SBI is working with IBM to make use of Watson -- an Bank at three select branches in Mumbai, Kochi and
answering computer software to assist staff and employees. Bengaluru, called Ira
HDFC Bank has tied up with AI firm Niki to bring in Various banks are handholding fintech firms like ICICI
conversational banking. YesBank partnered Payjo to launch Bank supported FinoPaytech, YES Bank through its
AI-led digital initiatives with focus on speech recognition. programme called Yes Fintech has supported 1,000 fintech
The bank launched Yes Tag--a chatbot-based app on five start-ups, HDFC Bank came up with 'Industry Academia'
messaging platforms: Facebook Messenger, Twitter, Skype, initiative, which allied with engineering and management
Telegram and WeChat. The chatbot experience is extended schools to
to insurance firms and NBFC too. Bot would recommend promote fintech start-ups, as well as an annual Digital
best insurance plans after quizzing the user for 60 seconds. Innovation Summit where start-ups make their presentations
Fullerton became the first to launch a loan acquisition and and the bank selects and backs the five best ones. Bank of
fulfilment chatbot “Asha." Baroda and Lakshmi Vilas Bank have partnered with
How HDFC Bank is giving shape to its digital vision Fisdom, to offer financial planning and wealth management
Mint ; New Delhi [New Delhi]19 May 2017. services. Axis Bank has teamed up with US-based fitness
The article encapsulates digital innovations of HDFC bank technology company GOQii to use the latter's fitness band -
till date. It envisions to be a completely customer-centric which measures steps taken, calories expended, etc - for
organization, for which it has taken initiatives towards making payments as well, using the internet of things (IoT)
digitization. and near-field communication (NFC).
The bank developed a humanoid IRA (Intelligent Robotic ICICI Bank is working on IoT and machine learning in
Assistant) which guides people at a branch to find the matters concerning HR. In September 2016, the bank
relevant counter. The bank is testing if customers expect announced the deployment of software robotics in over 200
more than this basic interaction like assistance for business processes, including agribusiness, trade, and
transactions and better interaction. foreign exchange, apart from retail banking and HR. The
EVA (Electronic Virtual Assistant) is created to answer investment in these processes led to reduce response time by
common queries of bank website users. A Facebook 60 per cent and increase accuracy to 100 per cent. Many
Messenger bot assists users in transactions like bill fintech companies are working on improvising chatbots that
payments, mobile recharges and even booking cabs. EVA will be able to comprehend regional languages as well as the
was created by fintech firmSenseforth and facebook Hindi-English combination.
messenger integration was done by Niki.ai. C. Research Gaps:
The bank intends to provide a uniform experience to app The banking sector has grown leaps and bounds in terms of
operated, or the internet or social media or walk-in branch technological development and use of artificial intelligence.
customers. It focuses on providing a platform-led approach. However, not much research evidence is seen in the usage of
The emphasis is not on product-specific or channel-led or humanoid robots in the sector. More research is required in
segment-led approach, but it should be subsets of a the activities which the robot can undertake as presently it
platform-led approach. only focuses on handling customer basic queries.
The bank engaged with at least 25 fintech companies for AI The present research has laid emphasis only on the
and marketing to risk analytics and payments as it intends to implementation of AI for various services but there is need
move from a multichannel to an omnichannel experience. It to have more research on customer satisfaction.
also experimented with holographic conversations which it There is tremendous scope to cover the challenges faced by
discontinued due to poor customer acceptance. Smartwatch banks in providing such services, and how cost effective and
banking could not scale up because the watch itself did not competitive has it proved to the bank. The entire scope of AI
do well. Bank is bullish on the smartwatch as a potential has been only on providing basic information to clients on
banking interface as it will communicate on its own and primary banking products, but which other services can it
multiple things can be connected to watch even if the cover is something which needs much research.
smartphone is at home as it doesn't have to be paired with it. D. Scope of the Study:
A report from Accenture Plc estimates competition from Study is restricted to HDFC Bank and SBI only in Mumbai
digital players could erode as much as one-third of region.
traditional retail bank revenues by 2020, hence it puts Study of AI is limited to customer services only.
pressing needs on banks to outperform the competitors. E. Objectives of the Study:
Rise Of The Robo-Banker 1) To study the methodology of adoption of AI in banks.
Gupta, Kanishka . Business Today ; New Delhi (Jul 15, 2) To understand challenges faced by banks while adoption
2018). of AI.
The banking sector witnessed surge in the usage of chatbots 3) To understand how AI helped banks in betterment of
thereby reducing human interface, bringing down operating customer services of HDFC and SBI as well
expenses and improving efficiency. HDFC bank‟s EVA, as customer feedback on the
Onchat, ICICI Bank‟s iPal, YES Bank‟s Yes Robot are same.
some examples to name. F. Research Methodology:
MALE MALE
46% 54% 52% 48%
FEMALE FEMALE
2. Age Group
3. Occupation
Service 0% Service
14%
30% 26%
12% Business 38% Business
Students Students
44% Others 36% Others
Service 0% Service
14%
30% 26%
12% Business 38% Business
Students Students
44% Others 36% Others
21
18
8
2 18
9 11 13
YES NO YES NO
M F M F
0
6 16
6 0
3
13 11 7
1
0 14 8
9 5
1
YES NO YES NO
5. How often do you use the app? If No, what are the reasons for not using the app?
Never
14% Not very
6% 26% 26%
2% Not very often often
often often
16%
78% 32%
Always
Always
21 2
3 2
1 4
18 1 2 2 3
0
1 1
2 6
NEVER NOT VERY OFTEN ALWAYS NEVER NOT VERY OFTEN ALWAYS
OFTEN OFTEN
M F M F
6
6 0
1
0
1 0
13
3 0
1 4 4
0
14 2
2 7 1 1 1
1 1 0
NEVER NOT VERY OFTEN ALWAYS NEVER NOT VERY OFTEN ALWAYS
OFTEN OFTEN
6. Did you find the interface user friendly? If no, what are the concerns?
2 3
7 2
6
0 3
2
Y N Y N
M F M F
1 0
0 2
7 0 5
3
1 2 2 2
Y N Y N
M F M F
0 6 7 0
2 2
1 0
1 1
0 0 0 0 2 2
0 0 0
8. Will you prefer transacting with bank employees personally or via application?
1 3
8 2
6
1 3
1
IN PERSON VIA APP IN PERSON VIA APP
M F M F
3
7
2 5 0
1 2 1 2 2
0 0 0 0
SERVICE BUSINESS STUDENT OTHERS SERVICE BUSINESS STUDENT OTHERS
Analysis - SBI
1. In case of SBI 80% of the respondents were not aware 3. 58% of service and businessmen use the app often to
about YoNo as well as NoQueue app only 20% regularly and 26% are not using the app at all.
respondents are aware, out of which maximum 4. 64% respondents are unhappy with the user interface of
awareness is among male respondents. which a majority of 55% businessmen are unhappy with
2. Around 54% respondents belonging to service and app interface.
business are unaware about these app services of SBI, 5. 68% respondents use the app for fund transfer and
however only 22% of the people are aware of the app remaining use for bill payment. The popularity of the
services, which indicates there is huge potential for app for other services is negligible.
bank to tap the service and business class. SBI should 6. 64% respondents found visit to bank preferable over the
start promotion activities emphasizing more towards the app. The customers are highly dissatisfied with the app.
service class as it comprises maximum population of 7. There is a group of respondents who are aware about
Mumbai. Since awareness is very limited, the usage of the services provided via Mobile Application but these
the YoNo as well as NoQueue app is also restricted to respondents are not at all comfortable with
limited population. technological developments due to security issues and
3. 42% of females and 36% males are not using the app user friendliness.
services of SBI through mobile app. While analyzing H. Findings of the Study:
the frequency of transactions, it was observed that only 1. There is no gender disparity observed as both male
12% male and 2% female respondents were regularly and female equally use the app of both banks.
using the app. However only 4% of male respondents However, more male respondents were active in
were using it often. despite huge investments in AI, using the app.
there is limited usage from females for the banking 2. Businessmen and service professionals are highly
services via mobile app. aware and frequent users of the app. Student
4. Only 14% respondents from business class category are customers with SBI are not aware, however
using app services regularly, 28% from service and HDFC‟s student customers have a decent
business class are not using services at all. The usage is awareness.
very less in case of students as well. It is observed that 3. SBI customers were satisfied with the user
the usage is limited across all occupations. SBI should interface, however HDFC businessmen were highly
focus more on utility of the application in all categories. dissatisfied with the user interface as they found
5. 63% of businessmen and 9% of service class found the the app difficult to use, poor customer support,
user interface customer friendly, whereas 18% of refund issues and transaction failure.
businessmen were unhappy. 4. Fund transfer and bill payments were highly
6. A majority of 63% comprising of businessmen and utilized services for both the banks. However,
housewife use the app services for YoNo cash, whereas YoNo cash was highly utilized service of SBI
27% of service and businessmen use it for fund transfer YoNo app. This app provided instant cash
and a mere 9% use it for bill payments. No keen interest withdrawal up to Rs. 10,000 without the physical
was taken by respondents for buying insurance and ATM card.Insurance, personal loan service was not
personal loan via app. Personal visit to bank is utilized by the customers as they preferred in
preferable. person visit over app. Despite limited utility for
Analysis - HDFC personal loan and insurance, new products are in
1. A majority of 62% of respondents are unaware & 38% pipeline to be incorporated in the SBI app.
are aware out of which 57% are male & 42% females. 5. In spite being aware, there are certain customers
2. 57% businessmen are aware of the app. 51% of students who are not using the app, hence banks need to
are unaware of the app, which is equally influential. focus on converting them into productive
HDFC should tap these students through promotional customers through
campaigns emphasizing on student friendly products. app usage.
REFERENCES