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AXIS BANK
One Solution For All Your Financial Needs…….
GLIMPSE of Indian Banking Sector
Size
Number ofBanks
Branch Network
•Total Assets: US $ 335 billion.•Total Deposits: US $ 279 billion.
•Over 290 Scheduled banks: •Public sector: 28•Private Sector: new 9, old 24•Foreign banks: 31•Over 190 Regional Rural Banks
•Over 66,000 Branches:•Public Sector: 46,000•Private Sector: 6,500•Foreign Banks: 190•RRB’s: 13,500
75.00%
18.20%
6.80%
Total Assets
Public Banks
Private Banks
Foreign Banks
according to ICRA
Banking Structure of India
Reserve Bank of India
Commercial
Banks
Co-operative
Banks
Development Banks
Public
Banks
(28)
PrivateBank
s(33)
RRB’s
(190)
Foreign
Banks(31)
Urban
Co-op.(52)
StateCo-op.(16)
Agricultural
Industrial
EXIM
SBI &Associat
e Banks
(9)
Other Nationaliz
edBanks
(19)
Old(24)
New(9)
Role of Banking Sector in India
• Encouraging savings.• Mobilization of saving for investment.• Channel of government monetary policy.• Necessary for meeting the growing demand for
liquidity.• Capital formation.• Financing to various sectors for development and
expansion.
Axis Bank
• Axis Bank was the first of the new private banks to have begun operations in 1994
• The Bank was jointly promoted by the Administrator of the specified undertaking of:
• The Unit Trust Of India 100 core• Life Insurance Corporation Of India• General Insurance Corporation Of
India• National Insurance Company Ltd • The New India Assurance Company Ltd• The Oriental Insurance Company Ltd s• United India Insurance Company Ltd
• The Bank's Registered Office is at Ahmadabad and its Central Office is located at Mumbai.
• 1095 branches.
• Over 4846 ATMs
• It is one of the largest ATM networks in the country.
At present AXIS BANK is the 3rd largest private sector bank in India.
Product
Price
Place
PromotionProcess
Physical Evidence
People
7 Ps
Services @ Axis/Segmentation
Personal Corporate NRI Priority Banking
Accounts Accounts Accounts Accounts
Deposits Credit Deposits Deposits
Loans Capital Market
Remittances Loans
Cards Treasury Services Cards
Investments Cash management
Investments
Insurance Govt. Business Payments
Payments Remittances
Width
Depth
Other services • E-broking
• Advisory functions
• Trusteeship services
• Overseas financing transactions
• Equity solutions
• Debt solutions
• IPO-Smart
• Mobile recharges
• Trading in currency futures
• D-mat a/c
• Selling gold bars 24 carats
• Capital market funding
The Flower of Service @ Axis:Categorizing Supplementary Services
Core
Mutual Funds
Consultation Services
Home loan
Mobile & Internetservices
D-mat a/c
ATM’s
E-banking
Advisory functions Facilitating elements Enhancing elements
KEY:Deposits &
Withdrawal of Money
Basic Banking Service
Good waiting rooms
Mobile & InternetBanking
Extensive ATM NetworkNew schemes
Tailored for Specific customers
Timely Service
24 ATM
Brandname
BankingHours
Augmentedservice
Actualservice
Coreservice
Three levels of service @ AXIS
Service ChargesLoans Rate of
Interest
BPLR 14.75%
Housing loan •Floating (up to 30 lakhs) (above 30 lakhs) •Fixed (irrespective of the amount)
8.75%9.25%
14%
Personal Loan 14 – 21%
Car Loan 9.5 – 15%
Applicable Rates(Monthly Rest Basis)
Fixed rates%
Variable rates%
Upto and including Rs 30 lacs
11.25 9.50
Rs.30.01 lacs to Rs.75 lacs 11.25 9.75
Rs.75.01 lacs and above 11.25 10.00
HDFC
Promotion
• Name changed from UTI Bank to Axis bank creating a global modern bank image
• Tie up with dish tv• Television Advertisement• Print media• Publicity• Personal selling• Tele marketing
Initiative for awareness/customer acquiring
Marketing Triangle
Internal Marketing
Interactive Marketing
External Marketing
Company(Management)
CustomersEmployees
Motivating employees,Training on the services provided
Service Encounter, Sales Representatives
Advertisements,Hoardings, Tie Ups Communication
& Connectivity, Business process Reengineering
People (the assets @ Axis)
• 14000 employee base
• Professionally qualified staff
• Service oriented organization
• Relationship Management
• Rigorous Training
People (the assets @ Axis)
Average age of Human Resources @ Axis.
Qualification of the Human Resources
66%
25%
8%
1%
Below 30 yearsAbove 30 -40 yearsAbove 40 - 50 yearsAbove 50 years
7%
34%
2%
21%
36% CA/ICWA/ICS/CFAMBA'sEngeenier/TechnicalBanking ProfessionalsOther Graduates/ Post Grad.
Physical Evidence
Web page
LogoOffice Interiors Credit Cards
ATM
• Bank Branch
• Cheque book
• Bank brochure
• Statement of accounts
• Logo
• Atm
AXIS BANK – SECTOR 35 BRANCH
• 4 cash counters• 150 per counter footfall• 20,000 accounts• ¼ premium customers
Interaction Between Customer And Service Provider(AXIS BANK)
Customer goes to the service provider (Visit Axis Bank)
Service provider goes to the customer(Personal Banker Sales)
Interaction at arm’s length (ATM, Internet Banking,Mobile Banking)
Blueprint
Arrives At
Bank
ReceivesWelcome kit
Wait
Completing Formalities
Security
Check
Inquiries
Interaction With Pb. Banker
Watchman
Security
Man
Welcome
Desk officer
Personal
Banker
Personal
Banker
Guides cust. ToPb
Banker
ExplainsProducts
&investmen
ts
• Transfer
Initial amt.
• Send form
•A/C proceed•A/C NO.•PIN generated
Welcome kit sent
Invi
sib
lep
rocess
Location
Ph
ysic
al
evi
den
ce
Cu
stom
er
Con
tact
pers
on
Reception
Welcome
Desk
Seating arr. &
Brochure
Form &
Cash counte
r
Seating Arr.
Quality Of
paperCards etc.
Line of Interaction
Line of Visibility
Process or moment of Truth
Customer enters branch (watchman)
Inquiry (welcome desk manager)
Interaction with the banker (personal banker)
Form fill (physical evidence)
Welcome drink served (empathy)
Waiting lounge (physical evidence)
Positioning Axis Bank has positioned itself as a bank which gives higher
standard of services through product innovation for the diverse need of individual & corporate clients.
• Customer centric• Service oriented• Product innovation
There's a solution to everything
Competitors
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Private Sector Banks
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Public Sector Banks
Comparative AnalysisBank Branches ATM Cities Inception Overseas
Presence
Axis Bank 1095 4846 615 1994 4
HDFC 1725 4232 779 1994 8
SBI 13076 21000 1955 32
PNB 4668 3700 1895 5
BRANCH NETWORK AXIS BANK
AXIS BANK
SECTOR 17
SECTOR 10 PKL
MOHALI PH 7
SECTOR 35
SECTOR 8
SECTOR 20 PKL
Branch network
HDFC BANK
SECTOR 32SECTOR
35(2)SECTOR
46SECTOR
22SECTOR
17(2)SECTOR 37
SECTOR 38
IND AREA(BANK
HOUSE)
SECTOR 40
SECTOR 15
SECTOR 10 PKL
SECTOR 11 PKL
SECTOR 8 PKL
Perceptual Map
Axis BankHDFCBank
SBI
High Branch +
ATMNetwork
HIGH Service Quality
LOW Branch +
ATMNetwork
LOW Service Quality
Facilities to Preferred customer
• No AQB charges
• Relationship Manager
• No waiting
• 3rd Party deposit charges
• No draft charges
• Special Discounts(xtra discounts eg on gold)
Factors Affecting Satisfaction of Axis Customers
Customer Satisfacti
on
Trust
Reliability
Workforce
Problem handling
Status value
Advisor
y
Comfort
Network
The Key Drivers of Service Quality, Customer Retention, and Profits
Key Drivers
ServiceQuality Customer
RetentionBehavioralIntentions
Service Encounters
Problem Handling
Quick Service
Product Knowledge
People
ServiceEncounte
r
ServiceEncounte
r
ServiceEncounte
r
ServiceEncounte
r
Profits
Drivers of Service Switching
Service Switching
Pricing• High Price• Price Increases• Unfair Pricing
Inconvenience• Location/Hours
Competition• Found Better Service
Involuntary Switching
• Customer Moved
Value Proposition
Others
Service DeliveryRecovery of Service Failure
Gap 2 @ Axis
Customers Expect Wide Branch Network/Nearest Branch Accessible
Customer-Driven Service Designs and
Standards
Company Perceptions of
Consumer Expectations
Customer
Company
Gap 3 @ Axis
Product Knowledge Service if the Concerned Employee is on leave
Service Quality
Company Perceptions of
Consumer Expectations
Customer
Company
• Support of various promoters.
• High level of services
• Knowledge of Indian market.
• Market capitalization is very low.
• Growing Indian banking sectors
• People are becoming more service oriented.
• From various competitors.
• Foreign banks• Govt. banks• Future market
trends.
S W
OT
Increasing Reach
0
500
1000
1500
2000
2500
3000
3500
4000
4500
258450
1891
332561
2341
405671
2764
515835
3595
643
1035
4293
2005-06
2006-07
2007-08
2008-09
2009-10
Increasing Cliental & Profits
Net Profit Operating revenue
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
485
1808
659
2476
1071
4381
1815
6583
2515
8950
2005-06
2006-07
2007-08
2008-09
2009-10
Cliental0
200000
400000
600000
800000
1000000
1200000
492160
393344
899594
992286
1117734
• Safe transaction
• Quick service
RELIABILITY
• Employees of the AXIS Bank are good as they are always polite humble and helpful.
EMPATHY
• Air Conditioned Premises
• Employees• Furniture• Computer
Systems
TANGIBLITY
• Prompt in resolving problems and giving information.
• TAT-3 days
RESPONSIVENESS
• AXIS Bank assures the customers coming up to the bank that the money they invest is secure;
• Guidance of the productions.
• SecrecyASSURANCE
SERVQUAL: RATER
In Axis bank, you have:
18
2 12
No.of persons
Saving a/cCurrent a/cAvailed any loanInvestment in 3rd party
Which were the all banks in your consideration set when you planned for availing a loan.
4
14
11
NO.OF PERSONS
SBI
HDFC
AXIS
ANY OTHER
Which bank did you finally prefer
5
12
1 2
NO.OF PERSONS
SBIHDFCAXISANY OTHER
How do you rate axis bank in compared to
other banks.
6
2
12
EXCELLENTVERY GOODGOODAVERAGEPOOR
Did you find any drawbacks in axis bank
4
16
YES
NO
Which are all other banks you have account , other
than axis bank
144
22
HDFCSBIPNBANY OTHER
Did you receive any benefits for being a loyal
customer
2
18
YESNO
Recommendations
• Increase branch network in tricity• Training to all employees on all product
knowledge• Customers should be intimated through e-
mail/messages about the new schemes.• Indicators directing the respective
services or sections
Measures being taken to be ahead of Competitors
• Fast processing of Loans• Better Services within Less TAT• Better System Both Internal and
External • Quality Of Products
Latest @ Axis• Received approval from the RBI to set up a subsidiary
in the UK, as well as permission to upgrade its Shanghai representative office into a branch.
• Axis Bank, the third-largest Indian private bank and Max New York Life Insurance, one of India’s leading life insurance companies have forged a 10 year strategic relationship, a first of its kind in banc assurance.
• Launched its rural banking strategy in Gujarat with the inauguration of its branch at Rajula in Amreli district on 22 November 2010
Latest @ Axis• Axis Bank, on 15 Dec 2010 has signed an MoU with
IDEA Cellular, whereby Idea will act as a Business Correspondent of Axis Bank to provide the bank’s financial products and services through its retail outlets.
• EzRemit, part of money transfer services provider BFC Group Holdings, has signed a strategic agreement with private lender Axis Bank to facilitate an instant money transfer facility to receivers in India from across the globe.
• Authorized Bank for Chandigarh Housing Board Scheme.
Thank you !!
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