ENHANCING CUSTOMER EXPERIENCE AT SBI

PRESENTATION
BY: GROUP 10
SEGMENTATION - TARGETING - POSITIONING

SEGMENTATION TARGETING POSITIONING

Primary Target: Urban

Demographic: age, income
millennials and Gen Z
levels, and employment type. “SBI: Your trusted partner
customers who prefer
Geographic: urban, semi- for effortless banking
digital platforms.
urban, and rural regions. experiences.”
Secondary Target: Semi-
Behavioural: Tech-savvy users,
urban and rural
high-value account holders,
customers needing
and grievance-prone
seamless in-branch
customers
banking.
 Product Place
Price

MARKETING Savings Accounts SBI boasts the widest branch

Competitve Pricing
Loans and ATM network in India.
ATM withdrawal charges
MIX Fixed Deposits
YONO Digital
above a specific limit.
Minimum balance charges.
Nonetheless, rural consumers
usually experience low
Platform accessibility to higher-order
services.

Promotion
People
SBI depends substantially on
conventional advertising (TV, print, SBI has a huge workforce for
and sponsorships), but it has handling its operations.
limited participation in focused Nevertheless, staff training in
digital campaigns. customer service and technical
matters is irregular.

Process
Physical Evidence
Branch processes are mostly
manual and paper-based, causing Branches tend to look old, and
slow delivery of services. Grievance digital infrastructure is weak in
redressal systems are also slow certain areas.
and ineffective.
CUSTOMER
JOURNEY

PRE - PURCHASE PURCHASE POST - PURCHASE

Branch Visits Branch Visits Grievance Redressal

ATMs & Cash Deposit ATMs & Cash Deposit Mechanism
Machines Machines Social Media Support
Internet Banking Portal Internet Banking Portal Chatbots & AI Helpdesks
Mobile App (YONO SBI) Mobile App (YONO SBI) Relationship Managers
Customer Care Customer Care (Phone/Email Feedback Surveys & NPS
(Phone/Email Support) Support) Scores
CONSUMER Arjun Verma (Age: 29, IT Profession)

PERSONA
Location: Mumbai (Urban)
Tech Savviness: High
Banking Preferences: Digital banking with fewer branch
Checks for visits.

JOURNEY MAP transaction Pain Points: Frequent app crashes and slow UI on
YONO.
confirmation
Goals: Smooth, fast digital transactions with instant
resolution for any issues.

Searches for Sunita Sharma (Age: 45, Business

YONO online/app
store
owner)
Tech Savviness: Medium
Logs into YONO
Banking Preferences: Needs in-branch services for
to transfer funds
Follows up on business and loan requirements.
loan status Pain Points: Experiences long queues and inadequate
loan status updates.
Goals: Efficient branch visits and quicker loan
Calls the branch processing.
before visiting
Ramesh Kumar (Age: 60, Retired
Visits the branch Government employee)
and waits for Seeks branch assistance
assistance
Tech Savviness: Low
after failed transaction
Banking Preferences: Open to learning digital
banking but prefers branch-based services.
Wants to check Pain Points: Has difficulty navigating the
account balance
YONO app and language issues.
on YONO
Tries to complete
a transaction
 Insights & User Needs
Urban Millennials & Gen Z need seamless, highly rated
digital banking app, quick online account setup, and
strong brand credibility.
Semi-Urban Business Owners value peer
ACQUISITION
recommendations and needs Faster branch access,
better small-business financial tools.
STRATEGY
Rural Customers depend on word-of-mouth and prefer
in-person banking, struggling with digital adoption.

CX Improvements & Visibility Desired Future State

1. Digital Reputation Management Frictionless Digital Onboarding
2. Hyperlocal Awareness Enhanced SME Banking
3. Streamlined Branch Experience Guided Digital Adoption for Rural Users

Success Metrics for Acquisition

Digital Reputation Management: App rating 4.2+, retention 65%, crash rate <1.5%.
Hyperlocal Awareness Campaigns: 10L+ rural inquiries, 5L+ referrals, 15% WhatsApp
conversion.
Streamlined Branch Interactions: Wait time <30 mins, CSAT 4.5/5, digital adoption
40%.
 ACTIVATION
STRATEGY

Urban Users: Prefer digital banking but Onboarding friction, poor UI, and Frictionless Onboarding: Fast KYC,
frustrated with YONO’s slow UI & slow branch processes. intuitive UI, real-time assistance.
crashes. Urban users abandon YONO due to Easy Banking Access: Seamless login,
Semi-Urban Business Owners: Prefer in-
usability issues. clear navigation.
branch services but face long queues.
Rural Customers: Open to digital Semi-urban & rural users lack Guided Digital Adoption: Tutorials &
banking but struggle with low digital awareness & support. multilingual support.
literacy.

YONO Usability Issues: Crashes, slow UI, Urban Users: App improvements, Onboarding & Engagement: Higher
poor service segmentation. guided onboarding, progressive UI. completion rates, lower drop-offs.
Lengthy KYC & Account Activation: Semi-Urban & Rural Users: Multilingual App Performance & Adoption: Fewer
Manual paperwork, multiple helpline, digital literacy workshops. crashes, increased transactions.
verifications. All Segments: AI chatbot, instant Customer Satisfaction & Retention:
Low Digital Adoption: Trust & literacy Aadhaar-based KYC, personalized Improved CSAT, higher rural digital
issues in semi-urban & rural areas. dashboards. adoption.
 RETENTION
STRATEGY

Enhancing the Digital Experience

Digital Platform Issues: Frequent
crashes and poor usability of the Objective : Improve YONO’s stability, usability, and personalization.
YONO app lead to user frustration.
Conduct usability testing to identify pain points and prioritize app
Branch Service Efficiency: Long wait
improvements.
times and inconsistent service impact
customer satisfaction. Roll out bi-monthly updates to enhance performance, introduce requested
Customer Support Effectiveness: Slow features, and simplify UI.
response times and unresolved Implement AI-driven personalization for tailored financial insights and
queries contribute to user churn. alerts.

Optimizing Branch Operations Revamping Customer Support

Objective: Reduce wait times and improve service quality. Objective: Enhance response times and resolution efficiency.
Introduce a digital queue management system via the Expand support channels to include in-app chat, social media,
YONO app to streamline branch visits. and real-time assistance.
Enhance staff training for better customer interaction and Integrate AI-powered chatbots for routine queries with seamless
issue resolution. handoff to human agents.
Deploy real-time feedback systems to monitor and Establish continuous feedback loops to refine support processes
improve service quality. and improve customer interactions.
 Revenue Cross-Selling & Up-Selling Strategy

STRATEGY 1
Real-Time Triggers: Offer product recommendations at
transaction touchpoints (ATMs, online banking, branches)

Omnichannel Marketing: Use emails, WhatsApp, push

90 - Success Metrics
2 notifications, and call center insights to offer tailored
95% banking solutions.
Cross - Sell Ratio
AI Based Personalization
75% 3 CLTV
Product Adoption Rate
Loyalty & Gamification: Incentivize product adoption Churn Reduction Rate
85% 4 through cashback, tiered rewards, and lower fees

Government & Corporate

SME & International
Personal Banking

Innovative Product & Brand Extensions

SBI
SBI Neo SBI Travel SBI Green Metaverse
PayLater
Bank Club Banking Banking
SBI

(BNPL)

AOV & Retention Rate

REFERRAL
STRATEGY
1. Encouraging Customers to Recommend the Service

2. Incentives to Motivate Referrals

3. What Customers Value Most

4. Key Referral Moments in the Customer Journey