Professional Documents
Culture Documents
Religare Cust 1 Satisfaction
Religare Cust 1 Satisfaction
First of all,I would like to pay my heartiet thanks to entire NIEC Faculty
especially ,who provided me such a wonderful guidance to do research
project and provided their valuable suggestions in understanding the work
of Research Project.
LAST but not the least,I would like to thanks all faculities at NIEC
Business college,who gave me the useful tips and suggestions regarding
the project.
ABHISHEK GUPTA
1. Company Profile(Religare)
2. Group Companies of Religare
3. Mission & Vision
4. Management Profile
5. Product Profile
6. Competitive Analysis Of Securities Industries
7. SWOT Analysis
8. Customer Relationship Management & Sales
9. Levels Of Customer Relationship
10. Ideal Investment Ratio
11. Customer Retention
12. Research Methodology
13. Analysis
14. Recommendation
15. Bibliography
16. Annexure
PROJECT SUMMARY
The project objective included finding the customer satisfaction & expectations from stockbrokers
in Delhi and NCR regions. In this project I did a survey in brokerage house where clients sit & trade
in stock market. It was a focused group survey and the main objective of the project was to
understand role of relationship manager as a financial advisor because client needs a regular
assistance from his RM. I also tried to find out that there were some clients who denied shifting
their existing brokerage firm & why some clients were ready to change their broker firm.
customer needs and also to improve on some of the existing services of the firm & to study the
Religare is driven by ethical and dynamic process for wealth creation. Based on this, the company
Securities Limited, Religare Finvest Limited, Religare Commodities Limited and Religare
Insurance Advisory Services Limited provides integrated financial solutions to its corporate, retail
and wealth management clients. Today, we provide various financial services, which include
Investment Banking, Corporate Finance, Portfolio Management Services, Equity & Commodity
Broking, Insurance and Mutual Funds. Plus, there’s a lot more to come your way.
highly skilled team, who have proven track record in their respective domains. Religare operations
are managed by more than 2000 highly skilled professionals who subscribe to Religare philosophy
Today, we have a growing network of more than 150 branches and more than 300 business
partners spread across more than 180 cities in India and a fully operational international office at
London. However, our target is to have 350 branches and 1000 business partners in 300 cities of
Unlike a traditional broking firm, Religare group works on the philosophy of partnering for
wealth creation. We not only execute trades for our clients but also provide them critical and timely
investment advice. The growing list of financial institutions with which Religare is empanelled as
an approved broker is a reflection of the high level service standard maintained by the company.
Commodities Limited, Religare Finvest Limited and Religare Insurance Advisory Limited which
RSL is one of the leading broking houses of India and are dealing into Equity Broking,
Depository Services, Portfolio Management Services, Institutional Equity Brokerage & Research,
clients. Consequently, company is soon going to launch Internet Trading and Merchant Banking.
This would take care of different investment needs of different classes of investors
To facilitate free and fare trading process Religare is a member of major financial
institutions like, National Stock Exchange of India, Bombay Stock Exchange of India, Depository
Participant with National Securities Depository Limited and Central Depository Services (I)
RSL serves a platform to all segments of investors to avail the opportunities offered by
investing in Indian equities either on their own or through managed funds in Portfolio Management.
Religare is a member of NCDEX and MCX and provides platform for trading in
RCL provides platform to both agro and non-agro commodity traders to derive the actual
price of the commodity and also to trade and hedge actively in the growing commodity trading
market in India.
With this realisation, Religare Commodities is coming up with its branches at 42 mandi
locations. It is a flagship effort from our team which would be helpful in facilitating trade and
Religare Finvest
Religare Finvest Limited (RFL), a Non Banking Finance Company (NBFC) is aggressively
making a name in the financial services arena in India. In a fast paced, constantly changing dynamic
business environment, RFL has delivered the most competitive products and services.
RFL is primarily engaged in the business of providing finance against securities in the
secondary market. It also provides finance for application in Initial Public Offers to non-retail
RFL is also planning to initiate personal loan portfolio as fund based activity and mutual
Along with this, the company also undertakes non-fund based advisory operations in the
field of Corporate Financing in the nature of Credit Syndication which includes inter alia, bills
discounting, inter corporate deposit, working capital loan syndication, placement of private equity
Religare has been taking care of financial services for long but there was a missing link.
Financial planning is incomplete without protective measure i.e. structured products to take care of
Limited. As composite insurance broker, we would deal in both insurance and reinsurance,
providing our clients risk transfer solutions on life and non-life sides.
This service will take benefit of Religare’s vast business empire spread throughout the
country -- providing our valued clients insurance services across India. We aim to have a wide
reach with our services – literally! That’s why we are catering the insurance requirements of both
retail and corporate segments with products of all the insurance companies on life and non-life side.
Still, there is more in store. We also cater individuals with a complete suite of insurance
solutions, both life and general to mitigate risks to life and assets through our existing network of
over 150 branches – expected to reach 250 by the end of this year!
For corporate clients, we will be offering value based customised solutions to cover all risks
which their business is exposed to. Our clients will be supported by an operations team equipped
Religare Insurance Advisory aims to provide neutral, transparent and professional risk
Vision
Providing integrated financial care driven by the relationship of trust and confidence.
Mission
To be India's first Multinational providing complete financial services solution across the globe.
Religare team is led by a very eminent Board of Directors who provide policy guidance and
work under the active leadership of its CEO & Managing Director and support of its Central
Guidance Team.
Board Of Directors
PRODUCT PROFILE
RELIGARE DEMAT
Account opening:
• You can open a Depository Participant (DP) account, through a Religare branch.
• There is a fee of Rs. 250/- which is charged at the time of opening a Demat + trading
account.
All investors have to submit their proof of identity and proof of address along with the prescribed account
opening form.
3. Proof of address: You can submit a copy of Passport, Voters ID card, Driving license, PAN
card with photograph, Ration card or Bank passbook as proof of address. You must
4. Passport-size photograph.
Dematerialization:
Dematerialization is the process by which a client can get physical certificates converted into electronic
Features:
• Holdings in only those securities that are admitted for dematerialization by National
• Structure of holding in the securities should match with the account structure of the
depository account. Now shares in different order of names can also be dematted.
• If the shares are in the name of X and Y, the same cannot be dematerialized into the account
of either X or Y alone. However if the shares are in the name of X first and Y second, and
the account is in the name of Y first and X second, then these shares can be dematerialized
in this account.
• Only those holdings that are registered in the name of the account holder can be
dematerialized. Physical shares which have not been transferred and are still there with a
transfer deed cannot be dematted. Only a few companies have been given the permission to
Rematerialization:
Rematerialization is the process by which a client can get his electronic holdings converted into
physical certificates. The client has to submit the dematerialization request to the DP with whom he has an
account along with a Remat request form. The physical shares will be posted by the company directly to the
clients.
Trades:
For all sales made by clients, the shares will have to be given to the broker, so that the Pay In can
be made by the broker to the stock exchange concerned. For that it's essential that the shares be transferred
instructions to your DP. Also it's important to give the instructions to your DP as early as possible.
Corporate benefits:
Corporate benefits are benefits given by a company to its investors. These may be either monetary benefits
like dividend, interest etc or non-monetary benefits like bonus, rights etc. NSDL facilitates distribution of
corporate benefits. It's important to mention your correct MICR No and attach copy of the cheque leaf with
your account opening form. NSDL is planning to distribute all cash corporate benefits to bank accounts
directly.
Rs. 999/-
Transaction charges
- creation / closure Rs. 50/- or 0.01% value Rs. 50/- or 0.01% value
is higher is higher
Delivery Instruction Rs. 20/- per booklet Rs. 20/- per booklet
Booklet
Dematerialization Rs. 2/- per certificate Rs. 2/- per certificate
Rematerialization Rs. 20/- per request + Rs. 20/- per request +
Demat / Remat
What is a depository?
A depository can be compared to a bank. A depository holds securities (like shares, debentures, bonds and
units) of investors in electronic form. Besides holding securities, a depository also provides services related
to transactions in securities.
etc;
• nomination facility;
• change in address recorded with Depository Participant (DP) gets registered with all
What is a DP?
As an investor you open a securities account with a DP. DPs are attached to the depositories very much the
same way as commercial banks are attached to RBI. All interactions including account opening,
You can select your DP to open a demat account just like you select a bank for opening a savings account.
The process of opening an account with a DP is similar to the opening of a bank account. You can approach
any DP of your choice and fill up an account opening form. At the time of opening an account, you have to
sign an agreement with DP in a National Securities Depository Ltd (NSDL) prescribed standard agreement,
which details your rights and duties and those of your DP. All investors have to submit their proof of identity
and proof of address along with the prescribed account opening form.
Proof of identity: your signature and photograph must be authenticated by an existing demat
account holder with the same DP or by a bank manager. Alternatively, you can submit a copy of
Proof of address: you can submit a copy of Passport, Voters ID card, Driving license, PAN card
with photograph, Ration card or Bank passbook as proof of address. You must remember to take
Passport-size photograph.
What is dematerialization?
The dematerialization system is an alternative to the physical existence of securities. In this system
securities are converted into the electronic form and deposited in a depository account in the investor’s
name.
In order to dematerialize certificates, an investor will have to first open an account with a DP and then
request for the dematerialization of certificates by filling up a Dematerialization Request Form (DRF), which
is available with the DP, and submitting the same along with the physical certificates. The investor has to
ensure that before the certificates are handed over to the DP for demat, they are defaced by marking
You can dematerialize only those certificates that are already registered in your name and are in the list of
All the scrips included in S&P CNX Nifty and BSE Sensex have already joined NSDL. This list has more than
Yes. If you wish to get back your securities in physical form, all you have to do is to request your DP for
Rematerialisation of the same. "Rematerialisation" is the term used for converting electronic holdings back
into certificates. Your DP will forward your request to NSDL after verifying that you have the necessary
balances. NSDL in turn will intimate the registrar who will print the certificates and dispatch the same to you.
What is the procedure for selling dematerialized securities?
The procedure for selling dematerialized securities in stock exchanges is similar to the procedure for selling
physical securities. Instead of delivering physical securities to the broker, you instruct your DP to debit your
account with the number of securities sold by you and credit your broker's clearing account. This delivery
instruction has to be given to your DP using the delivery instruction booklet received from the DP at the time
of opening the account. The procedure for selling securities is given here below:
• Investor sells securities in any of the stock exchanges linked to NSDL through a broker.
• Investor gives instruction to DP to debit his account and credit the broker's (clearing
• Before the pay-in day, investor's broker gives instruction to his DP for delivery to clearing
corporation.
• The broker receives payment from the stock exchange (clearing corporation).
• The investor receives payment from the broker for the sale in the same manner payment is
transaction?
Your DP will give you a transaction statement periodically, which will give your current balances and the
various transactions you have done through the depository account. If you so desire, your DP may provide
the transaction statement at intervals shorter than the stipulated ones, probably at a cost.
debits and credits. In an account which is "freezed for debits", no debits will be permitted from the account,
till the time it is de-freezed. This is the additional security feature for the benefit of the investors.
Entry barrier:
Past low entry-barrier: Since the early '80s Indian policy makers and politicians have placed
tremendous faith in the public equity market. Partly as a result of lack of state resources, partly
because of pressure from various segments to `develop' the Indian capital markets, businessmen
have been encouraged to tap the public savings directly by issuing equity.
The encouragement primarily came in the form of low entry barrier. As long as you could hire a
good merchant banker and as long as the equity market was buoyant, even small companies could
get listed. The result has been a huge surge of listed companies.
Current Entry-barrier: In 1995-96 the entry barrier was effectively raised to Rs 10 crore of post
issue-listing. At one stroke this eliminated a lot of companies from accessing the public market.
How many have a Rs 10 crore capital - among those who have not already gone public during the
free-for-all till 1995? Not many. As the security industry is highly depends on capital market, so
Factors that determine the threat of entry include capital requirements, economies of scale,
Brand identity is important in the share broking sector, and benefits larger
Frequent introductions of new schemes and services and other incentives have
These factors can often be strong enough to cause a customer to choose one
firm over another -- even when the other firm offers a lower brokerage charge.
2. Availability of Substitutes:
The relative price of substitutes and the buyer propensity to substitute have
effects on the industry. Likely substitutes for investment in stock market are
bank deposit, post office deposits and investment through personal lending.
Although there is a high return in the capital market but there is high risk also.
So if people are not interested in capital market then the share broking firm are
of no use.
The threat of substitutes has to do with time, money, personal preference, and
3. Competitive Rivalry:
generally earn low returns because the cost of competition is high or buyers
are receiving the benefits of lower prices. Factors that affect competitive
rivalry include industry growth, fixed costs, brand identity, and barriers to exit.
The security industry is growing day by day. So the rivalry level of different
The MEMBER may insist the CLIENT to deposit interest-free margin money as a
has received from the CLIENT the securities in its pool account prior to such
sale or has received the securities with valid transfer documents to the
The MEMBER is authorized to raise contract notes, debit notes etc. on the CLIENT and recover
any amount due from the CLIENT in connection with the regular business. The contract notes
issued by the MEMBER in the electronic form with digital signature is fully valid under the
SEBI /Exchange rules and is binding on the CLIENT and is valid mode of delivery of the same.
The MEMBER shall send the contract note in physical form or digital form to the CLIENT within
24 hours of the execution of the Client’s transaction or at such interval as may be required by the
Exchange from time to time, via mail, email , fax, courier, Registered A.D, oral communication or
otherwise at the postal address, telephone/fax numbers or e-mail addresses intimated by the
CLIENT to the MEMBER. The CLIENT understands that it is his/her/its responsibility to review
the trade confirmation upon its first receipt. Any objection should be informed in writing within
twenty-four hours of such confirmation. In all cases, the MEMBER reserves the right to determine
the validity of the Client’s objection to the transaction. The CLIENT agrees that the MEMBER
will not be responsible for the non-receipt of the trade confirmation due to any change in the
correspondence address/ telephone number or email address of the CLIENT, the CLIENT not
having intimated to the MEMBER. The MEMBER shall also send the Order/Trade confirmation
slip through e-mail to the CLIENT at his/her request, within (time period as specified by the
CLIENT) from the time of execution of order/ trade on the NEAT/CTCL system, as the case may
be. The CLIENT agrees that the information sent by MEMBER by E-mail is deemed to be a valid
The MEMBER may at its sole discretion prescribe the payment of margin in the
form of cash instead of securities. The CLIENT accepts to comply with the
sell, dispose, transfer or deal in any other manner the securities already placed
with it as Margin or square off all or some of the positions of the CLIENT as it
deems fit in its discretion without further reference to the CLIENT and any
resultant or associated losses that may occur due to such square off/sale shall
be borne by the CLIENT, and the MEMBER is hereby fully indemnified and held
The CLIENT authorizes the MEMBER to set off a part or whole of the Margin i.e. by way of
appropriation of the relevant amount of cash or by sale or transfer or pledge of all or some
of the securities which form part of the margin, against any dues of the CLIENT or of a
member of the “Family” (hereinafter mean all the individuals, group companies, firms,
entities and other persons as specified by the CLIENT) in the event of the failure of the
CLIENT or a member of the Family of the CLIENT to meet any of their respective
SWOT Analysis
A SWOT analysis focuses on the internal and external environments, examining strengths and
weaknesses in the internal environment and opportunities and threats in the external
environment.
STRENGTHS
Services
As a product Religare is a extremely innovative product with very less cost. Services like
online trading facility, institutional and domestic broking, customized research reports with
almost 80% efficiency etc give Religare an edge over its competitors. Religare provides other
support services that make retail investors more confident and assured with their trading. SMS
alerts (allowing traders and investors to make the most of the available opportunities), Softer,
intangible features like imagery, equity driving preference. Through efficient trading processes
Investors can place their orders directly on the Internet, do all the information seeking and
Relationship managers
The company has a team of relationship managers who are dedicated to the service of clients.
These RMs take care of clients’ even smallest problem and make efforts to solve them through
their expertise. They also help their clients to invest their wealth in the market.
Distribution Network
Religare with almost 150 branches beefed up by comprehensive online research, advice and
transaction services. In near future expect to make 200000+ retail customers being serviced through
Marketing
with loads of experience in the Indian stock markets. Religare does not claim
expertise in too many things. Religare’s expertise lies in stocks and that's what
it talks about with authority. So when he says that investing in stocks should
Products
It’s a all product single shop for investors. Here we offer Along with Equity,
Mutual funds, personal loans, PMS, Corporate Finance and Investment banking
Customer Satisfaction
As far as customer satisfaction goes Religare has to tighten its Boots. The
customer base. The account opening takes 2 working days whereas Indiabulls
Branding
Though the company has a efficient products but large part of investment
interested population does not know the company. The most basic expectation
for a trader or investor when one begins trading is that one must get timely
delivery of shares and proceeds from sale of shares. Also ones cash balances
with the broker must be safe and secure. Though this confidence in the broker
comes with time and experience, good and transparent practices also play a
Most of the banks due to good branding have the faith of the customers of their
banking database. So they enjoy the liberty of huge database and customers
find it more reliable to trade there rather than with a unknown broker. Also
banks like HDFC Bank and ICICI Bank have the advantage of linking the trading
accounts of their customers to saving accounts. This makes trading easier, and
at the same time a trader withdraws exactly as much money from his account
Niche players’ presence as sub brokers or Small broking house like Abhipra,
Way to wealth etc. attracts a good share of market and run parallel to giant
companies.
OPPORTUNITIES
The external environment analysis may reveal certain new opportunities for
Ever-increasing market
After the NSE brought the screen based trading system stock markets are now
more secured which has attracted lot of retail investors and the demand is
increasing day by day. This has resulted in improved liquidity and heavy
much it will roar and how swift it can swoop on the market, the future alone
can answer such queries. Religare has been a mega player and is known for
being a mover of stocks. It is also known for putting big deals through and
enjoys good networking with the FIIs. It has been dynamic enough to move
with the times and capture the opportunities that the market throws up from
time to time.
Improving Technology
In country like India technology is always improving which gives the company
a chance to keep on improving their product with time whereas for the small
players like local brokers it will be difficult to keep the same pace as the
changing technology. Also with SEBI lying down some strict guidelines small
may not have systems (technology, customer service, etc.) capable of directly
With so many competitors offering their products in the market but no one is
able to completely satisfy the customers. Some have the problem of lack of
has the opportunity to tap this unsatisfied set of customers and to make hold
utilize and capitalize on this platform. This original idea by Religare itself was
born out of the consumer's need for a more transparent, easy to understand
The education level in the country is improving year after year as far as
technology goes. With that the understanding of the stock market is also
increasing and a lot of retail investors are steeping in the markets which is
THREATS
New Competitors
A lot of new competitors are trying to enter the market in this bullish run to
taste the flavor of this cherry. This is creating a lot of competition for large
players like Religare and it is creating little confusion in the minds of the
customers about the services provided by the broker. Also many banking firms
are entering into the market with huge investment. Competitors like ICICI,
kotak, hdfc, 5-paisa etc. are posing a lot of threats to the company.
Typically, the technology solution has to start from the Internet front-end (or
the screen that you see when you begin trading). Then it needs to get into the
'middle tier' of risk management systems that assess data from banks and
depository participants (DP), calculate client risk at that point in time, and give
the 'Go/No go' advice to the trade. So technology is a kind of threat because
unless until it is working properly it is good but internet is not that safe. Though
a lot of cyber laws are being made but not yet executed.
The cost of switching over from one company to other is minimal therefore the company cant even
stop for breathing i.e. it has to provide quality service all the time to its clients.
Customer Relationship Management (CRM) is a well known business concept. Managers today are
working hard to build and maintain a relationship with the customer - given the importance of
customer lifetime value. While the concepts of CRM and Customer Lifetime value are well
established and understood by managers, managing customer relationships has become a challenge
for many managers. Several firms have implemented dedicated software tools (Seibel,
salesforce.com etc.) for customer relationship management, and even more number of companies
are planning to do the same. Few firms have even created offices of customer relationship
management: Client partners, Account managers, Program Managers etc. In spite of all these
Relationships developed by INSEAD, France. The central theme of this concept is:
stages.
• Customers have different needs and expectations during different stages of this
relationship.
• Customer relationship is a dynamic process and can move from one stage to another
I will briefly describe the levels of customer relationships and its impact to the
vendor firm.
Every salesman knows that customer often wishes to have a relationship with
the vendor. Many firms therefore want to make use of this relationship and
customers. For example, Airlines have free miles program, credit card firms
have points program, Grocery stores have a special discount for loyalty card
holders etc.
relationship with the vendor for a few basic reasons: satisfy their needs,
services and will obtain them, but they are willing to enter into a relationship
with the seller to make the process of buying easier and a more pleasant
experience.
One has to note that the intensity or depth of the relationship which the
customer expresses to have with the vendor depends in the intensity of his/her
then customer is willing to have a deeper relationship in order to have their needs
routine service or generic product e.g. customer needs tips from his
Since the software has to be customized for the Telco, the customer is willing to establish a
deep relationship with the vendor by having a development & maintenance contract with
the vendor.
simple purchase, the customer wants to buy it from a near by store and install it himself.
Thus there is no real relationship between the customer and the vendor.
Both examples point to the fact that the level of relationship a vendor enjoys
customer's needs. In short, customers enter into a relationship with the vendor
We now understand that the depth of the relationship between vendor and
note that the depth of relationship is defined by the customer. This creates a
increase sales, the vendor firm must improve the relationship with the buyer.
And to improve the relationship, vendor must know the current level/stage of
relationship he has with the customer. So the first step in managing customer
6 distinct levels. Level-1 being the lowest level of relationship and level-6 being
and is highest at level-6. This is also reflected in the revenue or sales from a
vendor's best interest to have very deep relationship with the customer.
This is the most basic interaction between customer and vendor. Here the
the seller with the sole aim of acquiring the product/service. The relationship
product/service appeals to the rational side of the customer i.e. Price and
convenience. Customer does not bond with the vendor as the relationship is a
The vendor should respond to the customer (in this level of relationship) by
providing the required goods/service, and refrain from interacting at a deeper
level i.e., by not offering added products/service - other than those requested
higher level, the customer may "pull-out" thus risking future sales.
expectation from the vendor is that Dell will deliver the computer on stated
attractive for him. If the salesman at Dell attempts to push additional hardware
or software - which is not what he wanted, he might get annoyed and cancel
the order.
Vendors must first identify the level of relationship the customer has with
them, and then craft a strategy to deepen it. In this case, a vendor can
can be done by: Offering a wide range of products/service, having a 24/7 sales
For example, Dell can increase the number of customer interactions by offering
software, computer games etc. Dell can increase the number of customer
Once the customer has easy access to service/goods that they need,
customers look for ease of purchase process. This denotes a second level of
relationship. The vendor should respond by providing services that simplify the
buying process i.e., identify and eliminate those procedures that are a
checkout lines in a store, having the products courier & providing the tracking
To improve the buying process, the vendor must understand thoroughly the
entire customer purchase experience and then eliminate the nagging problems
who act as customers and buy the product/service to measure & improve the
For example, Dell provides the exact shipment details of the computer and is
website which enables a secure and easy payment method. Airlines provide
comfortable lounges at the airport - while customers wait for their flight.
Airlines also provide e-ticketing, curb side luggage check in, on-line flight
details etc., to make customers feel comfortable during the purchase process.
purchase process in the midway. This is the sure sign of an inefficient and
interactions with customers. By this I mean, look at the ways the customer
simpler and easier for the customer. Customer Activity Mapping (CAM) &
Customer Decision Mapping (CDM) are the tools that can be used to analyze
the decision making, buying, using, and consumption experience. And in each
stage, the objective of the vendor is to identify situations that pose obstacles
relationship with the customer in this level and also take the relationship to the
next level.
where he feels comfortable. This implies that the vendor should foster a buying
For example, many multi-million dollar business deals are done at resorts -
away from the clutter of the office environment. BASF, a fortune-100 chemical
provides the right ambiance and mood to put the customer at ease and feel
Irony of this "comfort need" is that customers often overlook the comfort factor
- and often customer notices the absence of the comfort. A discomfort during
the buying experience is easily noticed and registered, while comforts are
forgotten by customer.
CRM efforts in this level must be focused on making the customer feel
positive feeling. Note that this is distinctly different than relationship building
at level-2, where the focus was to remove any factor which caused
providing more of the same - greater comfort, fun and pleasant interaction
environment. This involves training the front-end employees to provide a
that his/her personal choices are recognized. This implies that the customer is
seeking a level of relationship where they expect the vendor to recognize their
At this level, the loyalty of customer has been well established; customer
relationship, the customer needs are "personal". In earlier levels, the needs
CRM efforts at this level are to personalize the service/product offerings. For
relationship manager who interacts with the client, who knows the clients exact
needs and has the authority to deliver the customer's needs. The "relationship
etc.
Advent of Internet has created opportunities for vendors to provide customized
when the customer is comfortable, vendor can discover (discreetly) the personal needs of
the customer - and then move the relationship to the next higher level.
spouse or fiancé. The relationship at this level is more personal - but without
invading the privacy of the customer. The timing therefore needs to be right -
The company must know the customer details, possible tastes and preferences
The irony of the CRM systems at this level is that customer feels that the CRM
systems compromise customer's privacy - and for that reason most customers
are reluctant to share personal information with the vendor, which in turn
manager must therefore take extra precaution not to reveal any personal
the salesman, such as rewards for customer loyalty (given to the customer -
i.e., buying agent or the key decision maker), tailor made products, and words
of appreciation.
Once the customer feels that the vendor recognizes him/her as person and can
associate personally with the vendor, the customer is ready for the next level
product/service offerings. The customer expects the vendor to have a clear understanding of
their needs and the vendor should be able to meet them. The relationship is
For example, Dell Computers being a customer of Intel, expects Intel to know its
needs for latest and most powerful microprocessors for the Christmas season.
The customer then expects Intel (vendor) to announce and supply the latest
processors in time so that Dell can ship the computers to its customers in time
for Christmas.
his/her fashion designer. The client expects the fashion designer to know
factors. As a result, vendor can build this relationship by learning the customer
the customer). At levels 5 and above the relationship depends on internal and
The key for success in building relationship at this level is to understand the
customer's implicit needs - i.e., those needs which are not expressed verbally.
implicit needs and focusing on different ways to customize and personalize the
This denotes the highest level of customer relationship. At this level, customer
the customer loyalty & trust is very high. Customers are willing to invest for
vendor - to the point that the customer seeks a joint destiny with the vendor.
I.e., some aspects of customer's interests merge with that of the vendor's
interests.
creation of products/services.
Business Implications
the future sales. The first step is to understand the level of existing relationship
and then look at means of improving the levels of customer relationship. With
every increase in level of relationship, the pay off in terms of additional sales in
immense. One can only estimate what the value of the increased sales. The
In most of today's CRM implementations and its supporting policy - are based
customers feel mistreated and move their business elsewhere. The idea of
levels of customer relationships is simple & yet very powerful tool to explain
relationship. This can be done only with a high level of human involvement in
marketing, falls right within the context of being customer focused and
“TRAIN YOURSELF AND YOUR STAFF TO ASK OPEN-ENDED QUESTIONS, WHICH LEAD
change:
that calls for deeper relationships to help keep customers loyal over
time. loyalty tactics need to change every time for financial services”.
It's often said that it can cost up to seven times more to acquire one new
customer than to retain an existing one. But in the financial industry, the costs
reach a whole new level: acquiring one new customer can exceed US$350. As a
rule, of these 20% will be very profitable, 20% will cost money to retain, and
the middle 60% will pay for themselves while generating marginal revenue,
With statistics like these, a customer engagement and retention plan based on
extensive data collection and analysis is imperative for the long-term health of
spent on the most costly customers. However, before firms can address these
issues and take action they must closely monitor customer behaviour to
develop insights that allow them to target the right customer segment with a
customer segment, and which to let go, financial institutions must now turn to
There are new customer relationship rules for the financial industry:
1. Identify customer segments and define how you interact with each.
Financial firms that incorporate these rules are the most likely to deepen their relationships with
customers, and ultimately to increase the value and revenue reaped from their full spectrum of
customers.
monitor their customer portfolio and actively mange their marketing efforts
“There’s a difference between a sales rep and an advisor, “You must become the
person who, as soon as a money matter comes up, your name flashes in the client's
head.”
An investment advisor should be an advocate for the client that means the
advisor must not only understand the client's goals, but also have the freedom
to choose the products and strategies that meet the client's needs. If an
investment manager is relying on commissions, or only offers a fixed number
of products, it's the client who suffers. That's what I set out to change.
We need to be clear about what our services are and what we charge for them.
Here are some of the areas where financial planners add value:
Choice
possible options for each client. In the investment arena, the choice of funds,
fund managers, products, platforms, tax vehicles and fee structures has
multiplied exponentially. Risk cover is now available with lots of benefit options
Information
markets and insurance is extensive. If you read all the research available today
on international markets, it would be out of date by the time you got to it.
The press also supplies a lot of information, which can be confusing. While
interest rates” give a sense of success and disaster, but in fact refer only to
daily volatility, which will have little impact in the long term. Financial planners
cut through this noise for clients with a view to developing and adjusting
Compliance
Financial planners need to keep tabs on new laws and developments so they
can adapt personal financial plans for clients where necessary. With the
massive shift in our world in which employers have effectively washed their
retirement, it’s more important than ever to help clients achieve the goal of
financial independence.
In the days of defined benefit funds and jobs for life, most of a client’s financial
provision and protection was through a pension fund. Clients are increasingly
called on to make far-reaching decisions about their retirement capital and risk
cover provision.
Continuity
A good financial planner should put in place a plan and have systems in place
that ensure the client’s plan will not run off course without the financial
planner. The planning practice should operate in such a way that plans are not
dependent on personalities.
Independence
There is no doubt the cost of providing advice has increased significantly. Costs
and client management software, not to mention staff, training, IT and other
caring still needs to be there. Financial planners need to have the right
developments – but they also need to have empathy with their clients.
whether there are technical or emotional factors to take into account. This way
we can create a certain future for our clients and meet their needs in an
“YOUR CLIENTS CAN GET FINANCIAL INFORMATION FROM MANY PLACES: THE MEDIA,
THE INTERNET, FAMILY MEMBERS AND OTHER ADVISORS. WHAT SETS YOU APART?”
As I have put some standards to manage client’s portfolio as per their age, risk
& return:
IDEAL INVESTMENT RATIO
The ratio of the investment change as per the age group this is mostly
suggested to people aged between 35-45 if the age decreases ratio of equity
must increase which gives high return on high risk whereas if the age increases
the ratio of the secured returns increases which give low return on low risk but
And if the person needs high return with lower risk as he is in age of around 40
Guaranteed
Returns
MF Trading MF
Tax
Plan
INSURANCE
ThePower of Great Service
ENTERPRISE”
spend it where the service is poor or unreliable? Only one thing comes to my
We all know that quality service is rare, and to make that point , put yourself in
your clients' shoes and give yourself the same test . How would your clients
respond? If asked to relate a quality service experience, would your clients cite
you as an example?
But all too often service performance simply does not meet client expectations.
Even if your lapses are unintentional, a gnawing "satisfaction gap" can develop
between what you actually deliver and what clients expect. In new client
begin to wonder whether they would get more for their commissions and fees
First close the satisfaction gap and create a working foundation on which to
build trust and confidence is to align client and advisor expectations of quality
service.
"Customer retention should be the first line of defense in a financial services
“Customer retention may not be sexy, but it certainly can be profitable, says former
Customer management is not rocket science. It is pretty basic business common sense. There are
three primary elements to it. Acquire, grow and retain customers. Of these three elements, the
first two capture most of the attention and mind share of the majority of marketers as well as senior
executives in many companies. In this month I want to focus on the third, often neglected, area of
customer retention.
Increasing the rate at which a company retains customers can be a great value driver, i.e. it
increases profits disproportionate to the amount spent. If that is the case, why then is it the most
neglected of the three basic areas of customer management? The answer has to do with three issues.
Measurement, ownership and visibility. The three are inter-related, but let us discuss them one by
one and then talk about how your company could benefit from an increased focus on customer
retention.
At first blush, retention seems like a pretty simple thing to measure. Can't you just see how many
active customers you have this month v / s last month or last year and deduct newly acquired
customers to measure how many customers you have retained? Sometime the answer is yes, but,
counting how many you have now or have had over time. The definition of a customer starts with
defining what kind of entity a customer is. Is it a person, a family or a household (people living
under one roof, who are related but not all members of the same nuclear family)?
We have had clients who have put in very sophisticated software tools to scrub their customer data,
remove duplicates and household their customers together only to find that their customer counts
went down and they were too scared to report that to upper management! "How do I explain to the
CEO that after spending a lot of money on cleaning our customer data, we now have fewer
customers?" This is a case where the truth does not necessarily set you free, but lands you in a
quandary. Of course, accurate data eventually leads to better decisions, but eventually may be
Once you have defined a customer, the next problem is defining the term "active". This is relatively
easy for companies that are selling some kind of subscription service, like a broker house, cellular
phone company, magazine or cable. However, when you have a product that has a variable
purchase cycle, i.e. fast moving consumer goods, where customers can switch back and forth or
subscribe to various levels of service, e.g. in stock brokerage services where a person can have a
trading account but don’t trade for several months, you need to establish thresholds which define
"active". The establishment of these thresholds can itself become a political hot potato, especially
when marketing or product groups have their incentive compensation tied to these numbers.
Ownership and accountability can also be an issue in some organizations, especially multi-product
organizations with competing brands or products. Who owns the customer? Who owns the
customer information and bears responsibility for tracking and measuring customer metrics as
A high tech company sold a wide range of products through multiple divisions that each had a
marketing department and all of them had access to the customer file for the entire company. Each
division sent out frequent emails that aggressively promoted their products to their target segments
within the corporate customer base, without any knowledge of or coordination with the other
Customers, many of them very valuable and profitable, complained about the deluge of marketing
messages, some of them contradicting each other. Corporate marketing was too weak, politically, to
impose communication standards and regulate the outbound traffic, until senior account reps in the
sales force complained to the head of sales, who intervened and ensured that corporate marketing
coordinated these communications and ensured that each customer only received a limited amount
of email and the messages were somewhat tailored to their situation, so that they did not receive
Product marketers were forced to go through corporate marketing for their direct to customer
communications. Bureaucracy? Yes, sometimes (not very often, though) it can be a good thing.
Finally, visibility. It is relatively easy to count and claim credit for new customers or for cross
selling additional products and services to existing customers. Customer attrition, on the other hand,
is a silent killer of profits. There is no clear way to measure controllable attrition. Customers go
away for a number of reasons. They die, they grow up (e.g. toddlers outgrowing diapers), and their
needs change.
How do you isolate the impact of your actions from these natural factors outside of your control? A
simple way is to establish benchmarks based on historical performance, but this can be difficult in
fast changing markets. The best way is through the establishment of control groups within existing
customer segments, so that you can track truly voluntary attrition. The topic of how you set up
statistically significant control groups, however, beyond the scope of this month's column.
Why bother with customer retention? Increasing customer retention may well be one of the most
effective ways to increase profits, and it can be done relatively quickly and with long lasting
impact.
What drives Customer Retention?
Now the drivers have been identified lets examine how they can be affected
Improving Customer Loyalty
company and it becomes more difficult for your competitors to lure them away.
service quality.
From a company perspective, this means that you need to deliver on your
can do this.
Regarding complaints resolution, complaints and negative customer feedback need to be followed
up with the customer and the issues resolved to the customer’s satisfaction. It is common to hear of
the same customer issues occurring without a company taking action to resolve the problem or fix
Loss Prevention
Alternatively, win back is the process of retaining a customer that has stated
that they no longer want your product or service. Implemented correctly this
business and the costs of the save offer. Otherwise, you can spend more
Cost Reduction
On cost reduction, managing customer touch points effectively is a key way to minimize the costs
to service and communicate with your customers. Managing touch points is the process of
examining the media and timing of customer contact to optimize it for impact and cost.
Organizations that successfully manage touch points know when and how to contact their
customers so that they maximize each contact opportunity. As a result money is not wasted on
Increase Revenue
Finally, there are the drivers that increase revenue. These are up sell and cross
sell. When customers are encouraged to take up more products through cross
sell, or upgrade their current product plans, revenue from these customers will
increase.
RESEARCH METHODOLOGY
primary and secondary research. The techniques and concepts used during primary research in order
to arrive at findings; lead to a logical deduction towards the analysis and results. Data collection is
• The company gets a clear picture of their strength & weaknesses as compared to other
competitors.
• They can examine the expectations of clients in the form of data to make a decision.
• They can even get a clear picture of the customer satisfaction & expectations comparison to
other brokers.
• The information can only be gathered by data collection and then analyzing the available
data.
PRIMARY RESEARCH
The Instrument for data collection, in the form of a ‘Structured Questionnaire’, was designed to
SECONDARY RESEARCH
For gaining the market potential of saving accounts following steps were followed:
1. Observation
2. Preliminary information Gathering
3. Data collection
4. Data analysis
SAMPLE SIZE
the basis of different brokerage house all over Delhi and NCR regions.
FIELDWORK
Fieldwork plays an important role in collecting the data. Some important points which were kept in
• To make the respondents comfortable before questioning them and ensuring the respondent
that all information collected is only for academic purpose and will be kept confidential
• Use simple language, so that the technical language does not intimidate the respondent.
QUESTIONNAIRE DESIGN
The questionnaire method has come to the more widely used and economical means of data
collection. A set of closed ended questions was prepared and was presented in front of the
90 81
80
67
70 BUSINESS
60
SERVICE
50
PROFESSIONAL
40
30 23 ENTREPRENEURS
18
20 11 OTHERS
10
0
1
professions
As this was a focused group survey & mostly I got questionnaires filled from brokerage houses
where clients sit on the terminal & trade in the stocks. As the data collected shows that people who
mostly invest in the market are businessmen & service class person who don’t have enough time to
keep continuous watch on the market fluctuation so they need regular assistance from their
relationship manager who is assigned to them so every company is suggested to enforce their
180 YES
160
140
120
100
80
60
NO
40
20
0
1
As it was a focused group survey which I have done only in the brokerage house but even there are
some “NO” in this survey because many time clients may be with his friend who don’t trade in the
market & that friend might be interested or not do the relationship manager in that brokerage firm
must take some extra care for them so because o his service friend of the client might be persuaded
200 YES
180
160
140
120
100
80
60
40
NO
20
0
Here difference is because of the presence of the friend of client in the brokerage house who
doesn’t want to trade in the stock market because he might be afraid of losses or due to lack of
resources.
As if that person who has lack of resources might be time or money. Solution to these problems are
present as for lack of money brokers have a option of funding or exposure in which brokers provide
predefined multiple of margin money to the client to trade in the market which depends on the type
But if that friend has lack of time than the relationship manager has to give a proper assistance &
dedication to that person so that friend can make himself to trade in the stocks.
4. What extra services do you expect from your
broker?
DEPOSITORY
SERVICES
4%
8%
MARGIN FINANCING
30% 10%
PORTFOLIO MGMT
SYS
TRADING
As this was a multiple answer question I got some idea of expectations of clients from his brokers
140
ONLINE
120
100
80 OFFLINE
60
40
20
0
1
As technology increases most of the people have less time to spent on the other activities than their
core business so most of the clients prefer online trading so they can put their bids whenever they
want as 24*7. In the case of online trading clients are not need to be provided any kind of assistance
from their relationship manager but if the dedicated relationship manager provide them a good
assistance can put that relationship manager & that organization apart from their competitors.
But even after the presence of internet some people like to trade through offline mode reasons
might be lack of knowledge or cost sensitive as offline product is used to being at lower cost so
here in offline that dedicated relationship manager has to be in contact with his client.
6. What has been your investment experience in
stocks?
POOR EXCELLENT
6% 7%
AVERAGE EXCELLENT
21%
GOOD
AVERAGE
POOR
GOOD
66%
As I have mentioned earlier that this is the focused group survey I also interviewed the client I met
they said we are very much satisfied from our broker that’s we are still dealing through them. Only
in one case they were ready to change when the broker if they feel unsatisfied or they are offered to
100
80
60 HIGH RISK
HIGH RETURN
40 LOW RISK
LOW RETURN
20
Most of the people look for moderate return because of presence of risk well as the age group
changes the risk-taking factor as age increase people started investing in bonds where a fixed return
is possible
8. How often do you trade in the stock market?
ON A SPECIAL
NEWS
22%
DAILY
WEEKLY
MONTHLY DAILY
11% MONTHLY
54%
ON A SPECIAL NEWS
WEEKLY
13%
Mostly people whom I found in the brokerage house were daily investor which are called jobbers in
& people like to invest in the stock when the got some good news like collaboration of a company
with other renowned company. And also if there any IPO is coming in the market like RPL came
100%
40 71 62 4
23
80%
60% 63
51 69 17 6
40%
20% 42 65 68 21 4
0%
POOR AVERAGE GOOD EXCELLENT CAN'T SAY
As the data shows most of the people were satisfied with their brokers because they are giving them
profits on their investment & they were ready to pay more to their brokers if they get some extra
services as many of the ICICI client denied to shift their account to religare when we contacted
• The company should train RM’s to be fully dedicated to client’s services, as one of the
major factors, which clients expect from the company, is assistance from their RMs.
• The RM should provide proper consultancy to those clients who trade in the market on a
• The broker should provide the current information in stock market as their main problem
• Quality of service has been rated highly important by all demographic factors as a reason for
brokerage firms.
• The RM should also suggest his client portfolio management so he can reduce his risk & can
There was immense need and flow of the information while conducting the analysis as well
as while writing the thesis report, which was gathered through various sources mentioned below:
Websites:
• www. relegare.in
• www.bseindia.com
• www.icicidirect.com
• www.kotak.com
• www.google.com
• www.sebi.com
• www.economictimes.com
Reference books
QUESTIONNARE
Entrepreneur Others
Y
Yes No
Y
Yes No
If not, why_____________________________________________
a) Depository services
b) Margin financing
d) Trading
R
e) Research and Technical services
A of the above
f) All
O
Online trading Offline trading
What are the charges paid for using the online services?
______________________________________________________
E
Excellent Good
A
Average Bad
7. What do u look for when you are going to invest in the stock market?
L
Low risk low return
M
Medium risk medium return
H
High risk high returns
8. How often do you trade in the stock market?
D
Daily once in a week
Sl. No. Services Provided Poor Average Good Excellent Cant say
1. Core Services
2. Facilitatory service
3. Advisory services
10. Do you have any suggestions/ideas which would help your broker to serve you
better?
____________________________________________________________________
____________________________________________________________________
____________________________________________
Name: ______________________________________
Contact No.__________________________________