Job Name : Preferred Relationship Manager

Overall Goal :

Is responsible for :

- Acquisition of new Preferred customers

- Enhancement of the relationship by cross-selling products and services as per the profile & need of the customers

- Deepening the size of the relationship

- Retention of the customers by providing the best possible services and being the dedicated point of contact for these customers

So that :

- HDFC Bank is the primary banker for these Preferred relationships

- Maximum share of wallet of these customers is with HDFC Bank

Key Result / Responsibility Areas :

Sales : (Acquiring, Enhancing, Deepening and Retention)

1. Acquire new customers who meet product criteria and flag them on the system

- Referrals generated from existing customers

- Leads generated by branch staff & personal leads

- Databases

- Premier Acquisition Channel

2. Increase liabilities size of relationship via :

- Balances in a/c's of existing customer

- Acquire all related ids of the Primary id and send racing request on Web-based system/entry form to CPU for flagging and grouping

- Use FD maturity reports to track maturity of HDFC FDs and prevent outflow

- Use wallet profile to track FDs in other banks and divert them into HDFC on maturity

- Use wallet profile sheet to track accounts and products with other bank and transfer the same

- Know the customer's business to proactively provide financial solutions

3. Utilizing the sales resources (BDR or COEX or Asset Coordinator) for optimal sales support

4. Penetration of products across family groups.

5.Sales across all product segments-TPP, Assets, Cards etc.

Portfolio Management :

1. Identify existing/new customers who meet Preferred product criteria and flag them on the system and upgrade these customers under the Preferred programme in line with the Preferred grouping criteria

- Liaising with PB to flag eligible customers from Classic portfolio

- Identifying customers through Large Transaction reports (LTR)

- GMs or VPs of all Cat A companies and CSRM salary account companies which meet programme criteria and have future potential

2. Ensure that individual customers are grouped and Customer To Group (CTG) Ratio is maintained on the portfolio

- By grouping them with their family members who already hold accounts with us

- By grouping them with their family members post selling liability products to the family members, if they do not have banking relationship with us

3. Ensure that optimal levels of Income generating Product Group Holding (IPGH) is reached

- Ensure that within each customer group a minimum number of stipulated Income Generating products are sold

4. Ensure that the Customer Group profitability is achieved

- Manage Band 1 and 2 customers and ensure that they are moved to Band 3 and above

5. Ensure that atleast one income product is sold to each Preferred group in the year

6. Regular contact is maintained with all portfolio customers such that 125 customers are contacted every month and entire portfolio is contacted atleast once every quarter

7. Customer interactions are duly updated on CCM/CRM Next

8. Profile changes (if any) are duly updated in CRA/CRM Next

9. Enhancing customer wallet size :

- Ensuring that customers make us their primary bank

- Knowing about where all the customer is currently banking and moving him to our Bank

- Ensuring that customer scope is done and products targeted accordingly

- Sales to family members and associates which have been grouped together

10. Attrition control of customers :

- Includes persuading the customer to continue and if required renew FD- s

- Deepen by cross selling - sticky products- like Demat, Bill Pay, Advisory.

- Ensure quality of relationship while racing. Should be capable of maintaining eligibility

- Regular customer contact to establish needs of the customer and opportunities to cross-sell

- Monitor large amount movements and account closure from the deposit accounts and ensure that customer does not attrite

- Ensure that the marketing analytics list on possible attrite, is called and retained

Customer Services :

1. Ensure quality customer service is delivered

2. Disseminating required product information

3. Recording complaints as per the specified process

4. Resolving all complaints received from preferred customers within the stipulated TAT- s

- Ensure appropriate customer communication on closures & copy of that to be filed.

5.Preventive complaint management

- Asking for feedback from customers, who may not be complaining

6. Promoting all direct banking channels and ensuring that the customer is utilizing the same

- Check back on recent customer's registered to DBC channel and give any specific help required

Achievement of income plans and other benchmarks :

1. Ensure that income plans for the month and year are duly met across products

2. Achieving of portfolio level benchmarks of CTG and IPH

3. Income product to be sold to each group of the portfolio in the year

4. Ensure that the benchmark sales per day is met

Operations :

1. Ensure certification of documentation required for opening and maintaining customer accounts

2. Error free documentation for all account opening and all customer instructions (Stop payments, FD Closure, etc)

3. Ensure that 5-S norms are adhered to for individuals workstation

Reporting : Head Relationship Manager and Branch Head

Competencies :

- Sales and Influencing Skills

- Banking Product & Process Knowledge

- Planning and Organizing Skills

- Communication Skills

- Knowledge of Competition & Current trends in financial Industry.

Certification :

- AMFI Certification

- NCFM Certification (Optional)

- CAIIB (Optional)

- Internal Certification

Education :

- Post Graduate in any discipline.

Experience :

- 2-8 years in a sales & / or relationship role in any of the sectors mentioned below

Preferred Sectors :

- BFSI

- Telecom

- Hospitality

- FMCG/ FMCD

- Airline

Salary Offered : 13+ LPA

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