service mrktg on hsbc bank
DESCRIPTION
TRANSCRIPT
SERVICE MARKETING SERVICE MARKETING PROJECTPROJECT
COMPANY: HSBC BANKCOMPANY: HSBC BANK
SERVICE: TRADE & SUPPLY CHAINSERVICE: TRADE & SUPPLY CHAIN
SUBMITTED TO : PROF. VISHALSUBMITTED 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
PRICEOUTWARD RTGS TRANSFERS
INR 1 LAKH TO INR 2 LAKHS NIL
INR 2 LAKH TO INR 5 LAKHS INR 25 PER TRANSACTION
INR 5 LAKHS AND ABOVE INR 50 PER TRANSACTION
OUTWARD NEFT TRANSFERS
UPTO 1 LAKH INR 5 PER TRANSACTION
INR 1 LAKH TO INR 2 LAKHS INR 15 PER TRANSACTION
ABOVE INR 2 LAKHS INR 25 PER TRANSACTION
FOREIGN CURRENCY CHEQUES
SENT FOR COLLECTION OUTSIDE 0.5% OF INR VALUE + APPLICABLE SERVICE
D.D 0.3% OF D.D VALUE (min INR 100)
*WITH EFFECT FROM 1ST MAY 2011*WITH EFFECT FROM 1ST MAY 2011
• PLACE:Delivering the product through appropriate
methods &delivery channels.
• PROMOTION:i. Gain attention of customersii. Provide additional informationiii.Persuade the customers
• PEOPLE
• PHYSICAL EVIDENCE
• PROCESS
4 I’S OF HSBC BANK4 I’S OF HSBC BANK
Internal Marketing
Interactive Marketing
External Marketing
COMPANYCOMPANY(HSBC (HSBC BANK)BANK)
CUSTOMERSCUSTOMERSEMPLOYEESEMPLOYEES
Internal Marketing
Interactive Marketing
SERVICE MARKETING SERVICE MARKETING TRIANGLETRIANGLE
GAP ANALYSIS
GAP 3Service 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 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.”