Project: HDFC Omni-experience Transformation Initiative
Industry: Banking and Finance
HDFC Bank’s Digital Innovations unit has created an omni-experience initiative with three services: Missed Call Commerce, HDFC Bank OnChat, and HDFC Bank LITE App. It leverages traditional and digital forms of communication to drive an enhanced banking experience, while simultaneously enabling ‘non-digital’ consumers to transact and interact with the bank via mobile phones.
Missed Call Commerce allows users to recharge their mobile phones by giving a missed call to a number after a one-time SMS registration process. This service can be availed through feature and smartphones and does not require an app or internet connection. It is not restricted to HDFC Bank customers. HDFC Bank customers can connect anyone’s mobile number to their own bank account, and can link up to 5 mobile numbers.
HDFC Bank OnChat provides social commerce services on Facebook Messenger through OnChat, supporting English or Hinglish. OnChat understands user requirements using natural language processing. This is a conversation-based service and not a command-based service. Customers can recharge prepaid phones or pay utility bills by just providing mobile number and customer account number, or book a cab from Ola and Uber after a one-time link to their accounts.
The HDFC Bank LITE App does not require an internet connection to be used as communication takes place over SMS or the Missed Call Banking Platform, providing access to customers in remote areas. The app is available in English and Hindi languages and currently provides more than 10 transactions including fund transfer.
With Missed Call Commerce, HDFC Bank OnChat and HDFC Bank LITE App, HDFC Bank brings innovation and ingenuity in leveraging traditional forms of interaction to drive enhanced experience for customers. To date, services like Missed Call Recharge and LITE App have empowered financially-excluded segments who do not have access to the internet and Mobile Banking services, with more than 55% of recharge transactions initiated from rural and semi-urban areas.