A Study On Effectiveness of Customers Relationship Management in State Bank of India

State Bank of
India
A STUDY ON EFFECTIVENESS OF
CUSTOMERS RELATIONSHIP
MANAGEMENT IN STATE BANK OF
INDIA
Submitted in Partial Fulfillment for The
Award of Degree of
Masters of Business Administration
Session Winter 2015
Contents of Presentation
Customer Satisfaction
State Bank of
India
Service Quality
Indian Banking: Challenges
The SBI Story
Custormer Satisfaction
Customer satisfaction is the key to remain in
business
Customer should get what is needed
State Bank of
India
At the desired time, place and at the right price.
96% dissatisfied customers dont complain- but

share with others.
91% unhappy customers never purchase goods /
services again.
82-95% customers can be retained if they get a
prompt response.
It costs 5 times to attract a new customer than to
retain an existing customer.
3
Service Quality
Customer needs go on changing. Expectations continue
to increase. Quality level needs to be improved
accordingly.
State Bank of
India
Quality in a product or service is not what the supplier

puts in. It is the value the customer perceives.
Quality in customer service requires awareness of needs,
problems, fears and aspirations of the customer
It is extremely important to deliver what is promised
Demand generation is always easier than demand fulfillment
Strive to give customers more than what they expect
Dissatisfied Customers like to talk to a real, live,

responsive person who will listen and help them get
satisfaction
4
Improving Service Quality

Excellence in Customer Service must be the primary goal of any
organization.
Every employee should understand the importance of Service
Quality and Customer Satisfaction
State Bank of
India
Communicate with customers not only while transacting but more

importantly when not transacting
Complaint resolution mechanism should leverage technology and
also have real, live, responsive persons to communicate to
dissatisfied customers whenever needed
Customer Feedback
Discover customer dissatisfaction
Identify customer needs
Discover priorities of Quality
Compare performance with the competition
Determine opportunities for improvement
5
Improving Service Quality

Provide consistent Service Experience
Before / During / After Sale
State Bank of
India
Across all Channels and touch points

Keep IT infrastructure scaled up to the expected /
real volumes and running 24x7
Leverage existing customer information /

behavior for knowing customer needs in
advance
Data Warehouse and Customer Relationship
Management
6
Indian Banking Challenges: Customer Diversity
State Bank of
India
India is a country of diversity and also of

disparities.
A number of Indians appear in Forbes
Billionaires list yet India also has the largest
concentration of poor
Luxury cars and bullock carts share the
same roads
Skyscrapers coexist with slums
First challenge is to provide quality
service to all the customer classes as per
their needs
Indian Banking Challenges: Financial Inclusion
State Bank of
India
On an all India basis 41% of adult population

is unbanked
500 million Mobile users but about half of
them do not have a bank account
One bank branch caters to 16,000
individuals in India, while a similar branch in
developed countries address the needs of
1,500 to 4,500 individuals.
Second challenge is to reach 600,000+
villages and provide Financial Inclusion
8
Indian Banking Challenges: Scaling Up
State Bank of
India
Indias economic growth: Second only to

China
Projected to overtake Germany as the
worlds fifth largest consumer market
In two decades, Indian middle class (earning
between $4500 to $22000 per year) will be
more than half a billion strong
Third challenge is to scale up to the
growing demand for banking services
9
State Bank of
India
The SBI Story

Meeting the first challenge
To provide quality service to all the
customer classes as per their needs
10
SBI: IT Architecture:
Enabling 24*7 IT Operations
Stakeholders
Customers
State Bank of
India
ATM
Network of Branches
External Agents
Group Companies
Prospects
Internet Banking
Mobile
Banking
Shared operations
centre(s)
Associate Banks
Other Banks & Alliances
RBI
OPERATING UNITS
Product Development
Call
Centre
Help
Desk
Resource Management
ALM
Treasury
Risk Management
Corporate Office
11
WIDE AREA NETWORKING AND CORE BANKING
All 17000+ branches of SBI Group are on Core

Banking.
Enabling Anywhere Anytime banking
One of the largest private worldwide network

State Bank of
India
Using Leased lines, ISDN, PSTN, MPLS, VSATs

More than 25,000 touch points
12
State Bank of
India
ATM Project
Numbers
Nearly 20,000 ATMs

Largest Bank owned network in the world
Card base
66 mn.- Largest card base in South Asia
Connectivity
Part land lines and part through VSATs
Daily Hit rate
300 hits per ATM
Transaction
Volume
Average : 134 million per month
Cash dispensed
Rs. 330 billion per month
Value Added Services

Bill Payments, Payment of College/Hostel Fee
Card to Card transfer of funds
Donation to Temples / Trusts
13
Internet Banking
Retail Services
State Bank of
India
Customer to Self
Customer to Customer
Customer to Utility Service Provider
Customer to Institutions
Customer to e-commerce sites
Customer to Government
Corporate Services
Business to Self
Business to Business
Business to Employees
Business to Institutions
Business to Government
No. of Users:
4 million
5 million txns per month

3.5 million Retail
1.5 million Corporate
Services:
Funds transfers (including
through RTGS & NEFT,
Payment of utility bills,
Payment of taxes, Booking of
Rail/Air tickets
14
Mobile Banking
Services
State Bank of
India
Funds transfer using NEFT

Enquiry Services (Balance enquiry /
Mini statement)
Request Services (Cheque book
request)
Bill Payment (Utility bills, Credit
Cards)
m-Commerce (Mobile top up,
Merchant Payments, SBI Life
Insurance premium)
1.5 lac registered users
10,000 transactions per day
15
State Bank of
India
The SBI Story

Meeting the second challenge
To reach 600,000+ villages and provide Financial Inclusion
16
Financial Inclusion: SBI Initiative
State Bank of
India
Enabled through Point of Sale (POS)

instrument and Smart Cards
Reaching 100 thousand unbanked villages
Over 1million No Frills Savings accounts
opened
Government benefits paid directly to
beneficiary's account
Operated through Business Correspondent
model
17
State Bank of
India
The SBI Story

Meeting the Third challenge
To scale up to the growing demand for banking services
18
Preparing for the future
State Bank of
India
Scaling up technology infrastructure

and inducting cutting edge technology
Enterprise Data Warehouse under
implementation
Revamping Network
Scaling up ATM installations to 25000
within this year
Opening 1000 branches every year
19
SBI: Biggest Bank in the Service of Smallest Customer

More than 2 centuries of Trust
Widest reach with more than
17000 branches of the group on
Core Banking
State Bank of
India
Nearly 20000 ATMs of the group

All branches enabled for Secure
Internet Banking and Mobile
Banking
All branches enabled for RTGS
and NEFT
State of the art Data Centre and
Disaster Recovery Site
Enabled E-Government projects
Technology driven Financial
Inclusion
20
State Bank of
India
Thank you
21

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State Bank of

Indian Banking: Challenges

The SBI Story

At the desired time, place and at the right price.

96% dissatisfied customers dont complain- but

Quality in a product or service is not what the supplier

Dissatisfied Customers like to talk to a real, live,

Improving Service Quality

Communicate with customers not only while transacting but more

Improving Service Quality

Across all Channels and touch points

Leverage existing customer information /

Indian Banking Challenges: Customer Diversity

India is a country of diversity and also of

Indian Banking Challenges: Financial Inclusion

On an all India basis 41% of adult population

Indian Banking Challenges: Scaling Up

Indias economic growth: Second only to

The SBI Story

WIDE AREA NETWORKING AND CORE BANKING

All 17000+ branches of SBI Group are on Core

One of the largest private worldwide network

Using Leased lines, ISDN, PSTN, MPLS, VSATs

Nearly 20,000 ATMs

66 mn.- Largest card base in South Asia

Part land lines and part through VSATs

Daily Hit rate

300 hits per ATM

Average : 134 million per month

Rs. 330 billion per month

Value Added Services

5 million txns per month

Funds transfer using NEFT

The SBI Story

Financial Inclusion: SBI Initiative

Enabled through Point of Sale (POS)

The SBI Story

Preparing for the future

Scaling up technology infrastructure

SBI: Biggest Bank in the Service of Smallest Customer

Nearly 20000 ATMs of the group

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