04/04 Tanaya Chakraborty
HR at HDFC Bank

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HDFC Bank - Relationship Manager - Retail Branch Banking (3-8 yrs)

Kolkata/Siliguri/West Bengal Job Code: 69489

BUSINESS UNIT : Retail Branch Banking

JOB TITLE : Relationship Manager

REPORTING LINE : Head Relationship Manager and Branch Head

Overall Goal : 

Is responsible for : 

- Acquisition of new Preferred customers

- Enhancement of the relationship by cross-selling products and services as per the profile & need of the customers

- Deepening the size of the relationship

- Retention of the customers by providing the best possible services and being the dedicated point of contact for these customers

So that : 

- HDFC Bank is the primary banker for these Preferred relationships

- Maximum share of wallet of these customers is with HDFC Bank

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

- Databases

- Premier Acquisition Channel

- 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 request on Web-based system/entry form to CPU for flagging and grouping

- Use FD maturity reports to track maturity of HDFC FDs and prevent outflow

- Use wallet profile to track FDs in other banks and divert them into HDFC on maturity

- Use wallet profile sheet 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, Cards etc.

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

- 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

- Regular contact is maintained with all portfolio customers such that 125 customers are contacted every month and entire portfolio is contacted atleast once every quarter

- Customer interactions are duly updated on CCM/CRM Next

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

- 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 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 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 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

Customer Services : 

- Ensure quality customer service is delivered

- Disseminating required product information

- Recording complaints as per the specified process

- Resolving all complaints received from preferred customers within the stipulated TAT- s

- Ensure appropriate customer communication on closures & copy of that to be filed.

- Preventive complaint management

- Asking for feedback from customers, who may not be complaining

- Promoting all direct banking channels and ensuring that the customer is utilizing the same

- Check back on recent customer's registered to DBC channel and give any specific help required

Achievement of income plans and other benchmarks

- Ensure that income plans for the month and year are duly met across products

- Achieving of portfolio level benchmarks of CTG and IPH

- Income product to be sold to each group of the portfolio in the year

- Ensure that the benchmark sales per day is met

Operations :
- Ensure certification of documentation required for opening and maintaining customer accounts

- Error free documentation for all account opening and all customer instructions (Stop payments, FD Closure, etc)

- Ensure that 5-S norms are adhered to for individuals workstation

Competencies :

- Sales and Influencing Skills

- Banking Product & Process Knowledge

- Planning and Organizing Skills

- Communication Skills

- Knowledge of Competition & Current trends in financial Industry.


- AMFI Certification

- NCFM Certification (Optional)

- CAIIB (Optional)

- Internal Certification

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