HDFC bags Celent Model Bank award

BANGALORE, INDIA: HDFC Bank, India’s second largest private bank, has earned a 2011 Celent Model Bank Award for the exceptional customer experience created by the implementation of NCR APTRA eMarketing solution.

The advanced marketing software from NCR Corporation enables HDFC Bank to personalize self-service services while delivering targeted and consistent messages through ATM, email, Internet, mobile device, and call center channels, said a press release.

The implementation has delivered a significant return on investment through customer engagement, higher cross sells and reduced costs. HDFC Bank increased its response rate to 70 per cent and a conversion rate of 20 per cent, it claimed.

Celent, an international consultancy service for financial institutions, issues its Model Bank Awards annually, recognizing the effective use of technology by financial institutions around the world.

HDFC Bank will accept its award at the Celent Innovation & Insight Day in Atlanta on June 16.

“We were impressed by HDFC Bank’s implementation of a cross-ATM, mobile and online customer experience. A lot of companies talk about multichannel delivery, but HDFC Bank - through NCR’s software - is delivering substantial results with customers.” said Stephen Greer, analyst, Celent.

He added that HDFC Bank is a best practice example for financial institutions around the globe looking to create a more unified customer experience across growing bank channels.

NCR APTRA eMarketing allows HDFC Bank to message its customers and prospects across channels in a synchronized fashion using targeted email messaging, personalized online banking banner advertisements, one-to-one messaging at the ATM and follow-up contact at the call center.

In addition, customers can personalize their ATM transactions based on language preference, fast cash amount, favorite transaction and receipt options, enabling a 40 per cent faster experience at the ATM. Personalized communication puts customers in control of their banking experience, while allowing HDFC Bank to interact with its customers at their channel of preference and choice.

“We are honored to receive this award for our work with NCR, which has remained a valuable technology partner for several years,” said Sanjeev Patel, EVP & head-direct Banking Channels, HDFC Bank. “NCR APTRA eMarketing has become vital to our business operations, helping us offer a consistent and user-friendly banking experience to our growing customer base, while improving our bottom line.”

HDFC Bank also benefits from significant cost savings by using NCR APTRA eMarketing to communicate regularly with customers over email. HDFC Bank saves on paper mailing charges.

“At NCR, we strive to build innovative solutions that enable our customers to deliver fast, convenient service to their customers,” said Jaivinder Gill, managing director for NCR India. “The 2011 Celent Model Bank Award recognizes how our APTRA eMarketing software is transforming business operations by helping companies gain the competitive edge they need to retain and expand their reach in today’s financial marketplace.”