HDFC Bank: Multichannel Integration

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4 October 2010
Prathima Rajan


By the end of 2008, HDFC Bank saw an upsurge in customers using direct channels. Over 75 percent of customers used direct channels such as ATMs, net banking, phone banking, and mobile banking. On a monthly basis, more customers visit ATMs than branches.

A new Celent report, HDFC Bank: Multichannel Integration, examines the rationale behind the bank’s transformation from an earlier solution developed in-house to a sophisticated multichannel implementation. HDFC Bank had specific objectives with this change: transforming ATMs into business units, quicker and customized ATM transactions, and effective marketing communications across channels.

NCR (National Cash Register) had a long-term relationship with the bank in various hardware and software implementations, which made NCR an obvious choice as a technology partner for channel implementation. NCR’s APTRA eMarketing solution was implemented to enhance communication with HDFC Bank’s customers and prospects on multiple channels. The implementation focused on multilingual messages/campaigns launched on ATMs with an objective to effectively reach rural/semiurban markets.

"The bank observed a higher conversion rate and lead generation using NCR APTRA eMarketing; customers experienced 40% faster transactions by personalizing their preferences at the ATM,” says Celent Analyst Prathima Rajan, author of the report. “In addition, the bank realized cost savings on mailing charges and paper forms.”

This report analyzes the implementation, checking its outcomes against its objectives. The case study also details aspects such as the campaigns targeted by each channel, customer registration via each channel, and ultimate conversion and lead generation.

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