Personal Banker - Classic

Job Purpose

Responsible for Classic portfolio management by acquisition of new Classic customers and enhancement of the relationship by cross-selling products and services as per the profile and need of the customers. Acquiring family accounts, deepening the size of the relationship, and retention of the customers by providing the best possible services and being the dedicated point of contact for these customers.

So that

We become the primary banker for these Classic relationships and maximize the share of wallet of these customers.

Job Responsibilities (JR)

Actionable

1. Sales

• Maintain Daily Sales Report
• CH 106 and CH 104 Calling
• Structured bundled offering of Products and Services to the customer within the defined timeline
• Ensure quality new acquisition on SA and CA for Resident/Non-Resident via:
• Walk-ins
• Portfolio
• Referrals
• Friends
• Associates
• Family members
• Attrition control
• Includes persuading the customer to continue and if required, renew FDs
• Deepen by cross-selling sticky products like Demat, Bill Pay, Advisory
• Ensure quality of relationship while flagging; maintain eligibility
• Regular customer contact to establish needs and cross-sell opportunities
• Monitor large amount movements and account closures
• Ensure marketing analytics list (possible attrite) is called and retained
• Penetration of Savings Accounts on non-liability customers
• Promote opt-out of DNC registration where applicable
• Utilize sales resources (BDR/COEX) for optimal sales support
• Penetration of FD to unique customers
• Use Data-mine for cross-selling
• Sales of various Credit Cards
• Activation
• Pitch for limit enhancement
• Promote active usage
• Add-on cards for family members
• Sales of Third Party Products:
• MF / Insurance / RBI Bonds
• Ensure relevant certifications (NISM V-A)
• Sales of Asset Products
• Disseminate product information
• Activation of Accounts:
• Ensure all SA and CA accounts opened are activated as per product definition by end of next month
• Maintain AMB
• LTD a/cs to be activated and maintained month-on-month
• Maintain list of active/inactive customers and drive balance build-up
• Call customers who have not transacted; log reasons
• Escalate market threats to BM/Product
• Corporate Salary Management:
• Call on customers transferring salary accounts to other banks
• Engage and bring them back
• Cross-sell loans and investments to retain balances
• Calling on Large Value Attrition:
• Call on customers who have attrited over defined value
• Retain funds and impress upon making HDFC primary banker
• Enhancing Wallet Size:
• Make HDFC the customer's primary bank
• Discover where the customer banks currently and consolidate
• Conduct customer scoping and product mapping
• Sales to family and associates
• Attrition Control:
• Persuade customers to continue and renew FDs
• Monitor account closures and retain balances
• Call and retain possible attrite as per analytics

2. Managing Classic Portfolio

• Manage benchmark number of customers in portfolio
• Extend Classic benefits based on eligibility lists/LTR
• Group individual customers with family to maintain CTG ratio:
• Group with existing family account holders
• Sell liability products to family without existing banking relationship
• Ensure optimal Income Generating Product Holding (IPH)
• Sell minimum number of IPH to each group
• Achieve Customer Group profitability
• Manage Band 1 and 2 customers and move them to Band 3+
• Enhance value within customer groups
• Online updation in CRMNext at every customer interaction stage
• Proactively move eligible customers to Classic within prescribed program
• Ensure all Classic customers are contacted
• Use APT and CRM data for pre-call planning and post-call review with BH/PBA
• Update CRM with interaction details, tasks/leads, profiler on same day
• Achieve income plans and portfolio benchmarks:
• Meet monthly/yearly income targets across products
• IPH per portfolio
• Monthly sales benchmarks
• NetBanking, Mobile Banking, BillPay, RDFD usage
• CEP as per cycle
• Valid mobile and email for all customers

3. Customer Services

• Ensure quality service delivery
• Record complaints as per process
• Resolve all complaints (self, branch, other units) within TAT
• Provide proper communication on closures; file copies
• Preventive complaint management:
• Ask for feedback proactively
• Promote Direct Banking Channels
• Support newly registered DBC customers
• Open customer accounts within TAT

4. Operations

• Ensure certified documentation for account opening and maintenance
• Error-free documentation (Stop payments, FD closure, etc.)
• Maintain Tatkal kits as per process
• Locker operations as per custodian responsibilities
• Manage standing instructions
• Submit daily e-schedule of third-party sales
• Update CRM for asset leads
• Update weed-out database on portal
• Ensure KYC compliance
• Follow 5-S norms at the workstation
• Open accounts under Smart Account mode

Educational Qualifications

• Graduation:

  Required

• Post-Graduation:

  Preferred

Certifications

• NISM V-A Certification
• IRDA Certification
• NCFM Certification (Optional)
• CAIIB (Optional)
• Internal Certification
• GI Certification

Key Skills

• Sales and Influencing Skills
• Banking Product & Process Knowledge
• NRI Product and Regulatory Knowledge
• Planning and Organizing Skills
• Communication
• Knowledge of Competition & Current Trends in Financial Industry

Experience Required

• Minimum Experience: 1 year
• Exposure to banking preferred

Major Stakeholders

(Intra-team and cross-functional collaboration)

• Customers
• Branch Banking Team
• Operations
• Insurance CAM
• MF Fund Houses Personnel
• HSL Personnel