Description
SERVICE MARKETING OF HSBC BANK
SERVICE MARKETING PROJECT
COMPANY: HSBC BANK SERVICE: TRADE & SUPPLY CHAIN SUBMITTED TO : PROF. VISHAL
• Played a key role in financing international trade since 1865. • Trade between China, Europe, & USA. • Main aim – local service excellence with global reach. • They have an extensive network of 8000 offices in 87 countries and territories.
TRADE & SUPPLY CHAIN ANALYSIS
• • • • 7 P’s 4 I’s Service marketing triangle Gap analysis of HSBC Bank.
PRODUCT
? E – Solutions
? Export Services
? Import Services
? Structured Trade Finance ? Trade & Supply Chain Centre
PRICE
OUTWARD RTGS TRANSFERS INR 1 LAKH TO INR 2 LAKHS INR 2 LAKH TO INR 5 LAKHS INR 5 LAKHS AND ABOVE NIL INR 25 PER TRANSACTION INR 50 PER TRANSACTION INR 5 PER TRANSACTION INR 15 PER TRANSACTION INR 25 PER TRANSACTION 0.5% OF INR VALUE + APPLICABLE SERVICE 0.3% OF D.D VALUE (min INR 100)
OUTWARD NEFT TRANSFERS
UPTO 1 LAKH INR 1 LAKH TO INR 2 LAKHS ABOVE INR 2 LAKHS FOREIGN CURRENCY CHEQUES SENT FOR COLLECTION OUTSIDE D.D
*WITH EFFECT FROM 1ST MAY 2011
• PLACE: Delivering the product through appropriate methods &delivery channels.
• PROMOTION: i. Gain attention of customers ii. Provide additional information iii. Persuade the customers
• PEOPLE
• PHYSICAL EVIDENCE • PROCESS
4 I’S OF HSBC BANK
SERVICE MARKETING TRIANGLE
COMPANY (HSBC BANK)
Internal Marketing
Internal Marketing
External Marketing
EMPLOYEES
Interactive Marketing
CUSTOMERS
Interactive Marketing
GAP ANALYSIS
?Service Quality specification & Service Reliability: ? Customers do not rely the Bank.
? Example: ? Unhappy with the Phone Banking services. ?Bank failed to pay $309 to the customer.
GAP 3
GAP 4
? Service Delivery & External Communication: ? Examples: • A family mortgaged their house & sold it off to pay their loan. However a few days later, they started receiving harrassement calls that $1493 was pending and not paid.
CUSTOMER COMPLAINTS
A customer stated: • “HSBC has got to be the most evil company ever. Do not ever sign up for online payments only because the website will always have a problem when you actually try to make a payment. It's a given you will have late charges if you sign up for this. Also, the balance online will show "zero". You don't log on for the exact due date and you think you are safe. But if you log on two days later, you will see late fees.”
CUSTOMER COMPLAINTS
A customer complained that: • “HSBC calls my home phone number approximately 10 times a day. When I do answer the phone, no one is on the other end. They never leave messages and do not identify themselves. I had never even heard of HSBC until these harassing phone calls started. I had to conduct an internet search using the 800 number that they call from in order to determine who they are. I have never done business with this company; and due to the harassing phone calls, I will never do business with this company.”
doc_633377391.ppt
SERVICE MARKETING OF HSBC BANK
SERVICE MARKETING PROJECT
COMPANY: HSBC BANK SERVICE: TRADE & SUPPLY CHAIN SUBMITTED TO : PROF. VISHAL
• Played a key role in financing international trade since 1865. • Trade between China, Europe, & USA. • Main aim – local service excellence with global reach. • They have an extensive network of 8000 offices in 87 countries and territories.
TRADE & SUPPLY CHAIN ANALYSIS
• • • • 7 P’s 4 I’s Service marketing triangle Gap analysis of HSBC Bank.
PRODUCT
? E – Solutions
? Export Services
? Import Services
? Structured Trade Finance ? Trade & Supply Chain Centre
PRICE
OUTWARD RTGS TRANSFERS INR 1 LAKH TO INR 2 LAKHS INR 2 LAKH TO INR 5 LAKHS INR 5 LAKHS AND ABOVE NIL INR 25 PER TRANSACTION INR 50 PER TRANSACTION INR 5 PER TRANSACTION INR 15 PER TRANSACTION INR 25 PER TRANSACTION 0.5% OF INR VALUE + APPLICABLE SERVICE 0.3% OF D.D VALUE (min INR 100)
OUTWARD NEFT TRANSFERS
UPTO 1 LAKH INR 1 LAKH TO INR 2 LAKHS ABOVE INR 2 LAKHS FOREIGN CURRENCY CHEQUES SENT FOR COLLECTION OUTSIDE D.D
*WITH EFFECT FROM 1ST MAY 2011
• PLACE: Delivering the product through appropriate methods &delivery channels.
• PROMOTION: i. Gain attention of customers ii. Provide additional information iii. Persuade the customers
• PEOPLE
• PHYSICAL EVIDENCE • PROCESS
4 I’S OF HSBC BANK
SERVICE MARKETING TRIANGLE
COMPANY (HSBC BANK)
Internal Marketing
Internal Marketing
External Marketing
EMPLOYEES
Interactive Marketing
CUSTOMERS
Interactive Marketing
GAP ANALYSIS
?Service Quality specification & Service Reliability: ? Customers do not rely the Bank.
? Example: ? Unhappy with the Phone Banking services. ?Bank failed to pay $309 to the customer.
GAP 3
GAP 4
? Service Delivery & External Communication: ? Examples: • A family mortgaged their house & sold it off to pay their loan. However a few days later, they started receiving harrassement calls that $1493 was pending and not paid.
CUSTOMER COMPLAINTS
A customer stated: • “HSBC has got to be the most evil company ever. Do not ever sign up for online payments only because the website will always have a problem when you actually try to make a payment. It's a given you will have late charges if you sign up for this. Also, the balance online will show "zero". You don't log on for the exact due date and you think you are safe. But if you log on two days later, you will see late fees.”
CUSTOMER COMPLAINTS
A customer complained that: • “HSBC calls my home phone number approximately 10 times a day. When I do answer the phone, no one is on the other end. They never leave messages and do not identify themselves. I had never even heard of HSBC until these harassing phone calls started. I had to conduct an internet search using the 800 number that they call from in order to determine who they are. I have never done business with this company; and due to the harassing phone calls, I will never do business with this company.”
doc_633377391.ppt