HDFC Bank: An NCR Case Study

In keeping with HDFC Bank’s objective to provide world-leading, innovative services, it sought a solution to enhance and strengthen the relationships it has with its customers, across multiple channels, efficiently and cost-effectively.

HDFC Bank wanted to provide a consistent banking experience across the channels its customers preferred to use to interact with them. And, with 80% of customer transactions occurring outside the branch, the ATM, Internet banking and phone banking were key areas of focus.

With some ATMs processing as many as 800 transactions per day, lengthy queues were a major issue and seriously undermined the customer experience.

Given the urgent need to quicken transaction times, the bank was looking to offer a personalized experience by giving customers the opportunity to create their own transaction by saving their preferences.

The ability to cross-sell and upsell to customers across channels in a consistent way was another key requirement.

HDFC Bank had an existing customer relationship management (CRM) system in place. However, it lacked a cross-channel delivery mechanism that could promote messages across the bank’s multiple channels.

The ability to integrate smoothly with its CRM system was therefore essential.

It also sought a unified means of gathering consumer feedback from all its channels, using this knowledge to create relevant and targeted marketing messages to both new and existing customers—for the bank’s financial products, its services or to enhance its brand image.