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Services MarketingFaculty :Dr Smita SinghPresented By

Sweta Pandey FS 47Harshita Saraswat FS 55Abhishek Pandey FS 60Ankit Jain PGDM 122Nishith Kaushal PGDM 147Priyanshi Garg PGDM 154Current Trends in Banking IndustryElectronic Payment Services E ChequesReal Time Gross Settlement (RTGS)National Electronic Funds Transfer (NEFT)Electronic Clearing Service (ECS)Automatic Teller Machine (ATM)Tele BankingPoint of Sale TerminalEDI

Challenges FacedHow to cope with competitive forcesHow to handle NPAsReforming and aligning itself to the new competitive business environmentDiffused customer loyaltyEfficiencyDeregulationModified new rules

IntroductionHDFC bank is an Indian Financial Services company based in Mumbai, Maharashtra.Incorporated in 1994.It is the 5th largest bank in India.It is a largest bank in India by Market Capitalization as of 24th February 2014.HDFC bank is the India's Largest housing finance company.It was among the first companies to receive an in principle approval from the Reserve Bank of India (RBI)to set up a bank in the private sector.

Moments of truth for HDFC bank are -Handling customer queries or complaints through branch banking and customer care toll free nos.Payment services-Such as RTGS funds transfer, Online payment of Direct tax, Excise and Service tax payment.Access your bank-Net banking, Phone banking, Online insurance, TM.Forex services.Bank Website

Service Encounter

THE FLOWER OF SERVICELovelocks classification

Mobile &Internet bankingATM Network HospitalityPromotionaldiscountsLow interest ratesIntro. Of new schemesChange inProduct lineConsultancy serviceCoreProductFacilitating Supplementary servicesEnhancing Supplementary services Facilitating services Promotional discounts To attract customers towards the banking schemes and new products.

Mobile and Internet Banking To provide customers an easy and convenient way of banking.

ATM network - Amount can be withdrawn using ATM , transferred to other accounts through net banking , Ecommerce payments through website, by using debit card and credit card.

Low interest rates In the asset products of the bank they give loans on low interest rates.

Enhancing services:Consultation: (understanding the need and wants of the customer)Done by customer care online and offline both.

Hospitality: Greeting by the staff, security , refreshment.

Change in product line : Providing customers with a cluster of financial products to park their funds.

Introduction of new schemes Keeping in mind the needs and wants of customer in every segment.

UNIQUE ASPECTS OF HDFC IN SERVICESProvide easy online transactions pay off android application called Pay zapp.HDFCs SMARTBUY an ecommerce portal where it provides its customer a payment gateway and not earn anything by hosting the site.

https://www.youtube.com/watch?v=vqEGcbNMoYE

STRATEGIES IN RELATION TO THE 7 PS

Core Product: Financial ProductsProductAdvices

Direct EquityFixed Income ProductsPrivate Equity FundsEstate Planning

Insurance

Structured Products

Mutual funds

Place3,119 branches in 1,891 cities/towns

Personnel Selling

Online portals

Price:Processing fees (may vary as per product, client)

PromotionPersonnel sellingSponsorshipWeb chatAdvertisementsUnsolicited calls

PeopleEmployees: Qualified & experienced personnelCustomers: Youth and young professionalsPhysical EvidencesUniform settings: Outlays, furniture, colour

ProcessOracle Flexi Cube: Instant processing, approval & synchronisation

RecommendationsOffering flexible EMIs and loans options to the customers making them easy to pay back their loans hence improving customer satisfaction.

Improve their Support services.

Customer care should respond timely.

Ethical training programs should be constituted (Ethical Banking Programs) during every recruitment process.

The bank must also try to improve customer service by reducing the waiting time during phone banking through appointing more operators.

Give frequent updates on new banking products and schemes to the customers so that they remain updated and could choose the product to invest in.

CBS (Core Banking Solutions) should be elaborated

Thank you !!