Mumbai-based HDFC is one of India’s premier financial institutions, and a leading light in the country’s modernized, technologically-enabled banking industry. It is the 4th largest bank in the country, and the 2nd largest private bank. Its extensive ATM network complements a 1,725 strong branch network and together they create a presence for HDFC in 780 cities across India - and serve more than 19 million customers.
On an average day, HDFC Bank’s ATMs are used for more than 300 transactions, and ATMs provide the most common and frequent point of interaction between the bank and its customers. This often results in customers lining up to use the ATM, and HDFC Bank wanted to speed up the time spent conducting transactions, as well as personalizing the ATM experience for account holders and giving the bank the chance to communicate directly with an individual.
To solve these challenges, HDFC Bank launched the Customer Power initiative, which allows customers to save a Favorite Transaction, and easily and quickly conduct the same transaction in future if they want to. This greatly reduced the time spent at the ATM. It also enabled the bank to devise targeted messaging on specific products and services, and creates significant up-selling and cross-selling opportunities. The solution includes NCR APTRA Advance NDC software running on the ATMs as an integral component. All ATM transactions are routed through ACI’s electronic payment solution, with no impact on transaction times.
Within six months of launch more than 4.6 million card numbers had been registered for the ‘MyFavorite’ service, and transaction times are now 40 percent faster. At the same time, more than 4 million customers have been targeted for cross-sell messaging through HDFC Bank’s ATMs, which has generated more than US$ 1.25 million from the sales conversions booked to date.
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