Axis Bank Limited · NSE:AXISBANK
Axis Bank — Investor Day (November 2023)
19 slides from Axis Bank's investor day presentation, Nov 23, 2023
Slide 1: Driving Customer obsession (Sparsh) and Empowering Employees (Siddhi)
Driving Customer obsession (Sparsh) and Empowering Employees (Siddhi) ANALYST DAY 2023 November 23, 2023
Slide 2: SPARSH
SPARSH Journey to be India’s most customer obsessed Bank Analyst Day 2023 2
Slide 3: Creating a holistic, transformational, multiyear Sparsh journey
Creating a holistic - transformational - multiyear “SPARSH” journey based on research & learnings from best-in-class global organizations Best-in-class global players Key Learnings This is a multi-year, holistic & transformational journey across Structure, TD Bank DBS Culture, People, Process, Techn
Slide 4: Aspiration: India's most customer obsessed bank, ranked #1 on NPS
Customer Obsession: Our key area of distinctiveness, driven by our Customer Credo and 4 Building Blocks under Sparsh Aspiration: India’s most customer obsessed bank, ranked #1 on NPS Build institutional Embedding delight across capabilities 4 1 businesses Omnichannel, Voice of Customer, Build change
Slide 5: NPS: Upward movement in external benchmarking and internal Voice of Customer
NPS: Upward movement in both External benchmarking and Internal Voice of Customer Internal Customer Surveys Kantar Survey: The Outside-in Perspective Indexed NPS Movement over Q1 FY'23 Indexed NPS Movement (2021 to 2022) 3rd 138 140 Retail Liability 135 121 123 4th 125 123 100 104 133 Retail Assets
Slide 6: Institutionalized customer handling behavior through rituals
Institutionalized customer handling behavior through rituals to build uniformity across 5,000+ branch franchise as well as Commercial Banking 99% Detractors close-looped by branch leaders (Branch Head – Circle Head) ECSG (Eye Contact – 53% of detractors converted into promoter Smile – Greet) through
Slide 7: Creation of Sparsh Board to institutionalise and sustain Sparsh
Embedding CX in Organization’s DNA: Creation of Sparsh Board to institutionalise and sustain Sparsh # Drive Impactf ul Interventions SPARS H Boar d Chair ed By Subr at Mohant y Go after the Biggest Pain Areas Run program to identify and eliminate customer dissonance items through analytics Minimum 2
Slide 8: Embedding CX in Organization's DNA: Sparsh Week
Embedding CX in Organization’s DNA: Sparsh Week 12K+ 13K+ 250+ 50K+ 100K+ Employees engaged for MasterClasses with Employees attended Fireside Chats with Leaders & colleagues joined for Call Listening Sessions Overall Employee Impressions + reach on industry experts senior leadership Engagement Soci
Slide 9: Axis Promise: Our commitment on transparency and turnaround
Axis Promise: Our commitment on transparency and best in class turnaround across journeys My Requests view live on IB & MB Axis Promise: Three pillar framework Communicate Measure Transparently communicate to Measure customers & employees performance and Define ensure consistent performance Universa
Slide 10: Industry First: Enabling STP reversal DIY
Industry First: Enabling STP reversal DIY Charge type debited Request for reversal Acknowledgement Analyst Day 2023 10
Slide 11: Kaleidoscope aids customer experience management
Kaleidoscope aids customer experience management through an omnichannel view of a customer’s footprints across journeys; making our employees smarter, effective & productive Digital Contact SMS/Email NPS Surveys Branch ATM / POS Banking center & Chat Listen Ticket-less events Ticket based events e.g
Slide 12: SIDDHI
SIDDHI Empowering Axis colleagues to engage seamlessly with customers Analyst Day 2023 12
Slide 13: Siddhi: Smart, Single and Personalized mobile app
Siddhi: Smart, Single and Personalized mobile app The app went live for Premium RMs in FY’23 and Branch Banking ^& Asset Sales (SM, RO, TL, ADM) in FY’24 Customers: View Customer 360, provide talking points, traverse Siddhi is a coach that end to end journeys for onboarding and servicing empowers Ax
Slide 14: Siddhi is built using best practices of modern technical architecture
Siddhi is built using best practices of modern technical architecture and data stack. Modern technical architecture Top Features live • Cloud Native • Customer 360 • Google Analytics • Mobile 1st approach • E2E digital product and service journeys • Agile Development • System driven employee operati
Slide 15: Personalization now integrated with Siddhi
Personalization now integrated with Siddhi fostering an omni-channel experience – Relationship Manager, Sales Manager, Relationship Officer Empowering RMs * to become smart customer advisors Customers mapped to RMs before the interaction Nudges available to the customer Feedback captured Customer Ca
Slide 16: Siddhi scaled to 30k+ colleagues
Siddhi was live for ~3,000 colleagues in FY’23 and is now being scaled across the organization with 30k+ colleagues currently using the app For customers: engage via analytics, offers, assisted journeys towards meaningful conversations For employees: empower via knowledge & resources on tap, optimiz
Slide 17: Significant impact is already visible at scale
Significant impact is already visible at scale… Single access Siddhi is now integrated with ~15% of ~20% uplift Average for frontline to all the Bank’s personalization logins per premium on key metrics products, customer stack. Access to day channel like TD booking, >90%* engagement and 250 nudges l
Slide 18: …Now… end state vision
The end state vision is for… • …every colleague (sales, service, back office) to … …Now… • …receive a personalised, continuously optimising experience based on their IMAGINE the impact individual behaviour, preferences and when all Axis performance… colleagues become Siddhi empowered! • …enabled to
Slide 19: Thank You
Thank You A's BANK