HDFC Bank - Preferred Relationship Manager

Preferred Relationship Manager

Key Result / Responsibility Areas :

- Sales(Acquiring, Enhancing, Deepening and Retention)

- 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

- Internal bank databases

- 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 /deracing request on Web-based system for flagging and grouping.

- Use FD maturity reports/event based trigger's to track maturity of HDFC FDs and prevent outflow

- Use updated wallet share data in CRM Next to track FDs in other banks and divert them into HDFC on maturity

- Use updated Wallet share Data in CRM Next to track accounts and products with other bank and transfer the same

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

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

- Penetration of products across family groups.

- Sales across all product segments-TPP, Assets, Trade Forex, Cards etc and new products.

- Promotion of digital platforms like net banking / mobile banking / Pay Zapp / Chillr / Smart Buy etc to customers

- Meet customer engagement process as per guidelines laid down. i.e. Contacts Benchmark- 100 % of active groups to be contacted every month.

- Personal Visit Benchmark - 100 % of active groups to be met atleast once in rolling 3 months i.e., 33.33 % unique visits per month.

Contacts Benchmark :

- For preferred -100 % of active groups to be contacted once every 2 months i.e., 50 % unique contacts per month.

- For Imperia - 100 % of active groups to be contacted every month.

Personal Visit Benchmark :

- For preferred -100 % of active groups to be met atleast once in rolling 4 months i.e., 25 % unique visits per month.

- For Imperia - 100 % of active groups to be met atleast once in rolling 3 months i.e., 33.33 % unique visits per month.

Portfolio Management :

- 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

- Taking referral from satisfied customers.

- 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

- 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

- 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

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

- Ensure minimum productivity of 4 income per day

- Maximum customers transaction to be done online across customers / groups.

- Portfolio Values to grow gradually - CA, SA & TD

- Call Planning basis APT, Call Plan. Pre & Post Sales Planning

- Sales Kit comprise of Forms / Fact sheets / Recommendations to ensure Instant close of sales

- Tracking of all products leads till end result not justified.

- Customer interactions are duly updated on CRM Next

- Any other job / task assigned by supervisor from time to time.

- Profile changes (if any) are duly updated in CRM Next

- Customer account must be updated with current contact details.

- 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 updated on ongoing basis in CRMNext and products targeted accordingly

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

- 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 all the ECS and EMI is getting linked to this account.

- 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 through CH106 portal and 1crore portal 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