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may 18 2009 n.
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  1. Greater Mumbai Current Accounts May 18, 2009

  2. Annual Operating Plan Market Size Previous Years Targets FY 10 NCA Road Map ERV Road Map

  3. Annual Operating Plan Market Size Previous Years Targets FY 10 NCA Road Map ERV Road Map

  4. Market Size Number of accounts (Actual) Derived ICICI Book March ‘05 March ‘06 March ‘07 March ‘08 March ‘09 Till ‘09 1,384,547 1,467,620 1,555,677 1,649,017 1,747,958 90,586 Data Source: RBI & ICICI Bank CASA MIS

  5. Market Size Base (in cr.) Mumbai as per RBI Data 729,529 CASA Base 31st Dec 08 262,630 Retail Deposits (36 %) 121,756 Retail CASA (w/o Deposit) (46.36%) 27,445 CA (22.54%) 1,459 I-Bank Book as on 31st March 09 5.32% I-Bank Market Share Data Source: RBI & ICICI Bank CASA MIS

  6. Annual Operating Plan Market Size Previous Years Targets FY 10 NCA Road Map ERV Road Map

  7. Previous Years

  8. Previous Years...Contd. Rs. 577 crore

  9. Previous Years...Contd. Resources & Productivity

  10. Annual Operating Plan Market Size and Competition Previous Years Targets FY 10 NCA Road Map ERV Road Map

  11. Targets FY ‘09-‘10 All values in Rs. Crore

  12. Annual Operating Plan Market Size and Competition Previous Years Targets FY 10 NCA Road Map ERV Road Map

  13. NCA Road Map Way Ahead....

  14. NCA Road Map...Business As Usual • Average FOS productivity of Q4 taken for Business As Usual • Average of Last Year Balance is taken for Average Float per account • No of FOS are as per Q4 Exit

  15. NCA Road Map... Productivity Training DSR Tracking Regular Flow of Leads • Catchment Mapping is the Key • SM to generate leads for FOS • All non-conversion (prospects) to be mandated for SM visit

  16. NCA Road Map... FOS Consultant Mass recruitment SE to get SE Dead line for FOS On-boarding : 30th May 2009

  17. NCA Road Map... HH Channel Rs 43 crore Rs 1 lac ticket size taken incase of Branch SB SE (instead of Rs 1.63lac)

  18. NCA Road Map... HH Channel.. Contd. • Structured Training & Capability Building • Weekly Training calendar • Training Modules for sales team (FOS) • Product & KYC card as ready reckoner • Dedicated Help Line • Local Telephone Help Line for any query resolution • For second level query, call will be connected to PCCM or RSM directly • Regular contests & Incentives schemes • Min 1 current account to be mandated for earning incentives of SB accounts

  19. NCA Road Map... Constitution Mix • E2, E3 & E4 Market Potential • Total 3.3 lacs Pvt Ltd Companies as per ROC • Total 0.4 lacs Public Ltd as per ROC • Total 20 lacs Partnership firms (20% registered) • Our Market Share is 3.43% in E3,E4 segments (13,539 Accounts) Average Float of ’08 - ‘09 (E2, E3 & E4) Branch - Rs. 3.49 lacs, HVST - Rs. 6.42 lacs, Retail - Rs. 2.22 lacs

  20. NCA Road Map...Constitution Mix • Mailer Activities • Tax Payment : Mailers to be sent to all registered companies showing benefits of CIB and on line tax payment • Export - Import : Trade RCA mailers • General : Grouping of Accounts, Pooling of Accounts • Balance Transfer Schemes • Branch Vicinity : • All the companies registered in Branch Vicinity to be added in Branch Manager’s wish list • Branch Managers meeting calendar

  21. NCA Road Map...Constitution Mix • Referral channels to be used for conversion • ETRG References • SEG Asset relationships and their associates • Salary Account relationships • CBG Vendors • Industry Segment • Cluster based approach with special offerings • Trade Association Tie-ups

  22. NCA Road Map... Product Mix Gold & Above, TRCA (except E2, E3 & E4) Average Float of ’08 - ‘09 (E1 + E10 – Gold & above, TRCA) Branch - Rs. 2.10 lacs HVST - Rs. 1.02 lacs Retail - Rs. 1.24 lacs Appropriate product selling & service offerings will lead to more high variant accounts.

  23. NCA Road Map... Product Mix • Training is the key • Selling Skills • High Variant Products & Special Services • Trade Services • Focus on High Transactions customer segments • Pharma Distributors • Wholesalers • Multi Location Firms • Logistic Firms • Manufacturing companies • Balance Transfer schemes for high balance customers of other banks

  24. NCA Road Map... Product Mix • Export - Import Segment for Trade RCA • Directed calling on Export-Import Council data base • Co-ordination with ETRG team • Branch Managers to work personally on self employed HNI / Wealth & PBG customers of the branch • SM to open at least 5 Gold & Above, TRCA accounts in a month • Pre Account opening Health Check for all accounts to ensure appropriate variant selling

  25. NCA Road Map...Way Ahead Enablers Activities MIS NCA P-580 On-boarding Training & Capability Building Business Projections

  26. Every Crore of CASA... Rs 1 Crore Retail Rs. 20 lacs Branch Rs. 40 lacs HVST Rs. 40 lacs 11 Accounts 9 Accounts 25 Accounts 3 Accounts E2, E3 & 4 1 Gold & Above, TRCA 6 Accounts E2, E3 & 4 8 Accounts E2, E3 & 4 1 Gold & Above, TRCA 2 Gold & Above, TRCA 2900 Referrals (11 Activities) 460 Referrals (6 Activities) 571 Referrals (7 Activities)

  27. Enablers • Enablers • T3 Training • I-Kits in all branches (to be mandated for 100% Sourcing) • Fast Track Account opening for all High Value customers • Grouping of Accounts • Pooling of Accounts • Various incentive schemes and contests to encourage High Value AOC

  28. Enablers...Contd. • Enablers contd. • Regular MIS on Quality Sourcing parameters • Contests like League of Legends for FOS • Active alternate channels to ensure regular flow of leads • Auto Upgrade • Loyalty Program • Regular training and capability building programs for sales team

  29. Total Referrals - 61836 70% 33% Activities Third Party- PO/DD/Cash Salary / Tasc Relationships Wish-list Seminar / Bulk Deals Walkins & Referrals Vicinity sourcing Campaigns Pvt Banking / Wealth Referrals Demand Funnel - Branch 14,228 Accounts SFA is the Key to Success

  30. Activities...Contd. Demand Funnel - Branch

  31. Total Referrals - 49,232 40% 25% Activities...Contd. Trade Association Tie-ups Cluster Approach Salary Relationships Corporate Vendors SEG Asset Referrals ETRG Referrals Catchment Wishlist ROC Data Demand Funnel - HVST 4,918 Accounts Referral approach & Tie-ups will be the key drivers

  32. Activities...Contd. Demand Funnel - HVST

  33. Total Referrals - 329,400 20% 20% Activities...Contd. Catchment Mapping Bulk Deals Inbound Leads Comm. Banking Vendors RAPG Referrals Calling on Industry Database Mkt Activities Demand Funnel - Retail 12,539 Accounts New Customer connect is the way ahead

  34. Activities...Contd. Demand Funnel - Retail

  35. P - 580 Branches • Well in advance planned activities • Branch & Retail team to work in tandem well before the branch opening for regular flow of leads • Marketing & visibility activities to be organized at least 15 days before the branch inauguration Above targets are already included in total plan

  36. Training & Capability Building Enhanced Productivity Hand holding of Team

  37. Training & Capability Building Time Management

  38. On-boarding 30th Day : A second product to be Sold 15h Day : SM to meet the Customers & to ensure min two customer induced Transactions 7th Day : SM to call customer & to check Deliverables status. Also, to ask for References Dedicated RM Mapping for HV Customers Account Activation BM/RSM/RHS To meet all High Value Customers Pre Account Opening Health Check / Client Profiling

  39. Quarter 1 - Target • Training on cross vertical products for sales team • Recruitment & On-boarding of FOS • Catchment Mapping • Referencing • 100% Branch Staff activation on referral generation • Activation of Alternate Channels • Training & capability building of HH Channel for CA sourcing

  40. Annual Operating Plan Market Size and Competition Previous Years Targets FY 10 NCA Road Map ERV Road Map

  41. ERV Road Map Target At Branch Sweet Spot ERV Auto Upgrade Grouping of Accounts Loyalty Program

  42. ERV Road Map

  43. ERV Road Map ... Sweet Spot SWEET SPOT : • Constitution wise bucketing of entire portfolio • Identifying the highly potential customers based on constitution wise Average Balances maintained • E2, E3 & E4 customers (22%) contributes appx 67% of MAB Float • Top Customers to continue to contribute

  44. ERV Road Map ... Sweet Spot Corrective Actions Project Parichay Profiling Customer Delight Customer Mapping Dropped • One to One Mapping of customers with Branch & Sales Team • Customer profiling to gauge potential • Corrective actions to ensure customer delight • Complete wallet share and cross sell • References

  45. ERV Road Map ... Sweet Spot..Contd.

  46. Auto Upgrade • Auto Upgrade • List of all Auto Upgrade customers to be shared with Current Account Champion of the branch • Champion to inform customer on offerings individually • List will be shared with Branch Sales Manager to conduct customer profiling to gauge potential • BSM to involve BM for further help in getting the complete wallet share

  47. Loyalty Program • Loyalty Cards • A dedicated team in the branch to ensure delivery of Loyalty Cards to Customer • Close co-ordination with Central Team for regular updation of Loyalty Customers • BM to ensure one to one mapping of Club Elite customers to branch staff • Features to be highlighted in the branches

  48. Grouping of Accounts • Introducing new customers • Profiling of High Balance walk-in customers • Profiling of all walk-in customers who are having more than one account • Potential customers to be referred to Branch Sales Manager through SFA to grouping activities and also for sourcing new accounts • Visibility to be created in Branches

  49. At Branch ... • Activities • Project Milap • Periodic “Ek Cup Chai Ho Jaye” • Regular Meeting Calendar for BM, BSM, CBM, RHS, RH • Everyone in the Branch to own at least 5 customers • Bearer Delight Campaigns • Dedicated Team to intimate special offerings to customers on regular basis 107 Branches

  50. At Branch • Preventive measures • All account closure requests to be signed off by the BM personally • All High Value Account closure requests to be brought in the notice of CBM, RSM & RHS • All Elite & above account closure customers visit to be mandated for CBM, RHS & RH also • All closure requests to be called by Out Bound Call center team to validate and prevent from closures