Digitalization of
HNW Clients
By Ramneet
Singh
About HDFC Bank
First bank to receive an approval from the Reserve Bank of
India (RBI) to set up a bank in the private sector.
Date of Incorporation: 30th-August 1994
Commencement of Operations: 16th-January 1995
Headquarters : Mumbai, India
Industry : Banking and Financial Services
Five CORE Values of bank: Customer Focus, Product
Leadership, Operational Excellence, People and
Sustainability
Three Verticals: Treasury, Wholesale banking services
and Retail banking services
About HDFC Bank
Total Profit(FY 2015-16) :12296 cr.
Total Deposits (FY 2015-16): 5.46 lacs cr.
Total advances(FY 2015-16): 4.65 lacs cr.
Number of ATMs: 12000
Number of Branches: 4500+
The paid-up share capital of the Bank is Rs
501,29,90,634/- ( 2506495317 equity shares of Rs. 2/each)
Subsidiaries : HDB Financial Services Limited
(HDBFS) and HDFC Securities Limited (HSL
History
Mergers : In February, 2000, Times Bank
Limited merged with HDFC Bank Ltd.
Shareholders of Times Bank received 1 share of
HDFC Bank for every 5.75 shares of Times Bank
Acquisitions: In 2008, Centurion Bank of
Punjab (CBoP) was acquired by HDFC Bank Ltd.
Shareholders of CBoP received 1 share of HDFC
Bank for every 29 shares of CBoP
Awards
AWARDS IN 2016
The Financial Express India's Best Profitability: Rank 1
Banks Awards 2015
Efficiency: Rank 1
Strength & Soundness: Rank 1
Outlook Money Awards 2015
Best Bank of the year : Runner
up
Winner : Institutional Financial
Distributor of the year
Business Today
KPMG India's Best Banks 2015
Awards
Barron's World's Top 30 CEOs
Mr. Aditya Puri in Barron's Top 30
Global CEOs for 2nd year
Business Today
Best Companies to Work for in
India
Business Today - KPMG India's
HDFC Bank wins Bank of the year
Awards
AWARDS IN 2015
National Payments Excellence
Awards 2015
HDFC Bank wins NPCI National
Payments Excellence Awards
IDC Insights Award 2015
Excellence in Customer
Experience
Forbes Asia
Fab 50 Companies List for the 9th
year
AIMA Managing India Awards
2015
Business Leader of the Year Aditya Puri
FinanceAsia Country Awards
2015
Best Asian Bank
Best Domestic Bank - India
J. P Morgan Quality Recognition
Award
Best in class straight Through
Processing Rates
Industry & Growth Perspective
The oldest bank in existence in India is the state bank of
India, which originated from the merger of Bank of
Calcutta, Madras and Bombay in 1921 as imperial bank of
India which later became the State Bank of India in 1955
Banks have shown average growth of 12.9% during FY15
16
Currently in India, there are 26 public sector banks, 20
private sector banks, 43 foreign banks ,61 regional rural
banks (RRBs) along with 1,589 urban cooperative banks
and 93,550 rural cooperative banks
Branch Details
Branch Code
1307
Branch Name
Mohali Ph 7
Cluster
Mohali
Region
North 3
Branch Managers Name
Mr. Harjinder Ghuman
Cluster Head Name
Mr. Dinesh Seth
RBI Classification
Urban
Date of Launch
7th July 1995
CASA Size
172 Cr.
Total Liabilities
298 Cr.
Customer Base
23000 Approx
Average Footfall
250-280 Customers
Profiles in Branch
Profile
Person
Imperia RM
Ankush Taneja
Preferred RM
Vijay Sharma, Rishabh Ahuja, Nikhil Khanna &
Rahul Puri
Personal Banker(Sales)
Sahil Keshab & Gianender Singh
Welcome Desk
Manveer Singh & Praveen Puri
Teller Counter
Kamal Arora(TA), Vandna, Rashmi & Himanshu
Shukla
PBA & BBM
Pankaj Goyal
BSO
Manpreet Kaur, Barinder Singh & Balwant Singh
NRI Account
Ajay Bisht
Loan
Varun Partap Singh(ADM)
Credit Card
Surinder Kaur
Catchment Area
Branch Code
1307
Catchment Area
Phase7, 3B2, Sector 70 and
Phase 2
Commercial Catchment
500 shops/booths
Market Share
90%
Residential Catchment
3117 houses
Population Type
Salaried Class
Number of Residents banking
with HDFC
Approx 2500
Competition Mapping
Name of Vintage(
the Bank In Years)
Total
CASA(cr.
)
Total
Deposits
(cr.)
Custome
r Base
HDFC
Bank
21
172
298
23000
ICICI Bank
18
100
177
15000
Yes Bank
21
34
2500
Axis Bank
17
64
120
NA
PNB
32
91
271
22538
SBI
33
110
275
20000
SBOP
36
95
310
NA
KMB
NA
90
10
10000
RM Profile
Job Description: Acquiring, Enhancing,
Deepening and Retention
Managing high net worth customers(both
preferred and Imperia)
Enhancement of relationship by cross selling
products and services.
Deepening the size of the relationship, Retention
of customers and managing their portfolio.
RM Incentive Slabs
Incentive Type
Percentage
Description
Parameters
Part Alpha
15%
CASA Value Growth
Part A
40%
Income Achievement
Part B
30%
Cross Selling and
Customer Interaction
Part C
15%
Hygiene parameters
and Portfolio Quality
2.5 Lacs/Quarter for Preferred RM
3.75 Lacs/Quarter for Imperia RM
Ways to Bank with HDFC Bank
Net Banking
Mobile Banking
Phone Banking
Banking with your Watch
Enet- Corporate Internet Banking
Banking with your Watch
PayZapp
Chillr
Objectives & Deliverables
1) To understand the concept of Digitalization in banking
2) Incorporating digitalization in customer behaviour
3) Identifying challenges faced and bridging the gap
between customers and digital banking
4) Identifying the possible opportunities in digital
banking which can enhance customer experience.
5) Way forward in HDFC bank for digitalization
Research Methodology
Parameter
Description
Data Source
In House Customers, Walk-ins & Self Observation
Target Population
High Net Worth Individuals engaged in Net Banking
Extent
Phase 7, 3B2, Phase 2 & Sector 70 Mohali
Sampling Unit
Digital Banking Customers
Sampling Technique
Convenient Sampling
Sample Size
130
Data Analysis
Statistical Analysis & SWOT Analysis
Data Collection Tool
Self-Administered questionnaire & Interviews
Research Design
Qualitative Analysis
Data Analysis & Interpretation
Total Customers
122
HDFC Bank
Customers using
Digital Services
101
Customers not using
Digital services of
HDFC Bank
Do you use Net Banking/Mobile Banking of HDFC Bank?
21
YES; 17%
Do you use NetBanking/MobileBanking/PhoneBanking of HDFC Bank?; 83%
Respondents Profile
Occupation of Respondents
Total
Customers
122
Salaried
54
Self-employed
50
Retired
Housewife
Student
Others
6% 2% 1%
7%
44%
41%
Salaried
Self-employed
Retired
Housewife
Student
Others
Respondents Profile
Respondent's Age(Years)
Age Group
No. Of
Respondents
25-30
31-35
51
36-40
21
41-45
46-50
20
50 & Above
19
16%
16%
4%
42%
5%
17%
25-30
31-35
36-40
41-45
46-50
50 & Above
Non Digital Customers
Reasons for not opting to HDFC Digital Services
10
9
8
7
6
5
4
3
2
1
0
Customers Banking Preferences
Name of the Bank
No. of
Respondents
ICICI Bank
Axis Bank
SBI Bank
PNB Bank
HDFC Bank
Others
Respondents Banking Preferences
29%
14%
14%
29%
10%
5%
ICICI Bank
Axis Bank
SBI Bank
PNB Bank
HDFC Bank
Other Banks
Potential Customers
If provide with proper demo about netbanking and other digital apps would you switch your accounts to HDFC NetBanking?
Response
No. of
Respondents
YES
NO
13
NO YES
38%
62%
Data Analysis & Interpretation
Frequency of using Digital Services
50
45
40
35
30
25
20
15
10
5
0
Daily
Weekly
Fortnightly
Monthly
Once in a Month
Data Analysis & Interpretation
Rationale for Selecting Digital Services
Others
33
Easy to Maintain banking Transactions
43
Safe & Secure
85
To save time
93
Convenience (24*7)
0
10
20
30
40
50
60
70
80
90 100
Data Analysis & Interpretation
Rationale for selecting HDFC Bank Digital Services
35
30
25
20
15
10
5
0
Aspects of Digital Banking
Respondents Review of logging speed onto NetBanking
60
50
40
30
20
10
0
Excellent
Very Good
Good
Fair
Poor
Aspects of Digital Banking
Respondents Review of Visual Appearance of NetBanking
60
50
40
30
20
10
0
Excellent
Very Good
Good
Fair
Poor
Aspects of Digital Banking
Respondents Review of Ease of locating information on NetBanking
60
50
40
30
20
10
0
Excellent
Very Good
Good
Fair
Poor
Aspects of Digital Banking
Respondents Review of Ease of locating information on NetBanking
60
50
40
30
20
10
0
Excellent
Very Good
Good
Fair
Poor
Aspects of Digital Banking
Respondents Review About level of Security in NetBanking
60
50
40
30
20
10
0
Excellent
Very Good
Good
Fair
Poor
Aspects of Digital Banking
Respondents Review About Speed of Transacting on NetBanking
60
50
40
30
20
10
0
Excellent
Very Good
Good
Fair
Poor
Future Involvement
Respondents Review of higher Involvement in Netbanking/Mobilebanking
Others
Nothing, I already use NetBanking facility often
Free Transactions
Rewards
Simpler/Clear service
0
10
20
30
40
50
60
70
80
Challenges & Problems
Respondents view of Challenges/Difficulties faced using NetBanking
No Issues
Dependence on Internet Service
Limited Services (Doesn't enable all banking operations)
Security Concerns
Lack of Assistance
Overall difficulty of using NetBanking
0
10
15
20
25
30
35
40
Respondents Awareness
Respondents awareness of Digital Services/Apps offered by HDFC Bank
HDFC Lite Site
Chillr
PayZapp
HDFC MobileBanking
0
10
20
30
40
50
60
70
80
90
100
Mobile Banking
Respondents Usage Behaviour of MobileBanking
80
70
60
50
40
30
20
10
0
Respondents Rating
Respondents view about Overall Experience of HDFC Bank Digital Services
60
50
40
30
20
10
0
Very Satisfied
Satisfied
Neutral
Dissatisfied
Very Dissatisfied
Recommendations & Suggestions
