Maximize the customer lifetime value, Discover the strategies employed by Kotak Mahindra Bank to boost Customer Lifetime Value (CLV). This presentation unravels the innovative approaches and personalized services utilized by the bank to enhance customer retention, satisfaction, and overall value. Explore how Kotak Mahindra Bank leverages tailored financial solutions, customer-centric initiatives, and a holistic approach to amplify the lifetime value of its clientele. Gain insights into proven tactics that foster enduring relationships and drive sustained growth in the banking sector

1. KOTAK
MAHINDRA BANK
OBJECTIVE:
To Maximise Customer Lifetime Value

2. Source: Annual Reports (2022-2023)
Size: INR 7,63,831 Cr
Growth: 12%

3. Cyber
Security
Digital
Banking
Moving To
The Cloud
Artificial
Intelligence
Process
Automation
Industry’s
Focus
Areas

4. Revenue Market Share:
(Standalone)
OTHERS
30%
STATE BOI
23.5%
HDFC
15.3%
ICICI
12.1%
AXIS
10.2%
KOTAK
8.9%

5. Emphasis on
Trust,
Compliance, and
Value Creation
Tech
Excellence and
Deep Indian
Customer
Understanding
Indian
Psychology
Brand
Differentiation
Scale
Relationship
Fintech Empowering,
Entrepreneurial
Culture for
Long-Term
careers
Financial
Inclusion
Source: Annual Report (2022-2023)
Kotak’s
Vision

6. No. Of
Customers
41.2 Mn
Revenue Market
Share
8.9%
Net Revenue
INR 67,981 Cr
Kotak Bank’s
Growth
24%
No. of Bank
Branches
1,780
Kotak
Bank’s
Overview

7. Metro
45%
Urban
21%
Semi-Urban
18%
Rural
16%
Bank Branch Distribution:
284
385
307
804

9. Other
s
62%
Home
Loans
21%
Credit Cards
5%
Personal loans and
CD
4%
4
%
Revenue Contribution of Loans
(2023)
Tractor Finance
2%
Agriculture Division
2%
Microfinance

10. 60
40
20
0
GROWTH
2,238
742
591
419
413
331
19% 36% 45% 23% 51% 10%

11. Existing
Customer
New
Customer
Existing
Customer
New
Customer

12. Rural
Penetration
Empowering
women
Digitalisation
Partnerships
with Fin
Tech
Kotak’s
Focus
Areas

13. SEGMENTATION
Farmers
Women
Financially dependent
Young Professional
Married Professional
Retiree

14. Women
Working
Professional
Segmentation
For Women
Homemaker
Self-Employed

15. 3
REASONS FOR
SELECTING WOMEN
SEGMENT
Women are keen on
loans
1
2
Female borrowers
are less risky
Credit
Landscape by
Geography

16. Under
represented
in financial
decision-
making
Women
Segment
More
likely to
live in
poverty
Primarily
responsible
for domestic
matters
Socialised
to believe
money as a
taboo topic
Fear of
Judgement
or criticism
Comparitively
has lesser
financial
knowledge
than men

17. Approaching Financial
Inclusion for women as
an opportunity
46% growth in
underbanked women
customers
Growth in Retail
Microcredit advances
for women
Community well-
being
Empowering
women
Promoting
Financial Inclusion
Marketing
Objective
Pillars
KPI’s Opportunity Mobilise self-
employment
opportunities for the
underpriveleged
Women

18. Highlight success
stories of women
empowered by financial
services
Highlight the benefits of
financial services
Create educational
material
Use social media
platform
Partner with
organisations
Seminars
Cross sell Microcredit
Helps women to start
or grow their own
businesses
Women
Discounts to women
who sign up during
the seminar
Empowerment
Microcredit
provides women
with access to small
loans

19. Festive
Offers
Organise
Events
Partnership with
Self Help Groups
and NGO’s
Action Plan
For Women
Offer Kotak
Kanya
Scholarship

20. Segmentation For
Residential
Financially
Dependent
Young
Professional
Married
Professional
Empty Nesters
Retired

21. Personal Loan
Products
to sell
STRATEGY FOR HOME
LOAN
Cross sell/up sell other
financial services
Utilize lifetime value of
Home Loan customers
Offer top up loans Credit Card
Objective
Action
Plan
Collaboration
With Ikea and
Vijay Sales
Home Renovation
needed for
festivals

22. 3
REASONS FOR SELECTING
AGRICULTURE SEGMENT
Digitalisation of
financial services
1
2
Kisan Credit Card
Pradhanmantri
Fasal Bhima
Yojana

23. Fraud and security-
related services
1
2
3
811
Loan and credit-
related services
4
Financial planning
and advice
Account and transaction-
related services

25. CALENDAR
New Year’s Day:
Lohri:
Makar Sankranti:
Pongal:
Valentine’s Day:
Maha Shivratri:
Holi:
International Women’s Day:
Gudi Padwa:
Ugadi:
Ram Navami:
Ambedkar Jayanti:
Baisakhi:
JANUARY
FEBRUARY
MARCH
APRIL

26. CALENDAR
Eid-ul-Fitr:
Buddha Purnima:
International Yoga Day:
Rath Yatra:
Guru Purnima:
Bakri Eid:
Independence Day: Conduct
Seminars
Raksha Bandhan: Joint account
for siblings
Janmashtami: Discount on
child investment plans
MAY
JUNE
JULY
AUGUST

27. CALENDAR
Ganesh Chaturthi:
Onam:
Navratri:
Dussehra:
Diwali:
Guru Purnima:
Bakri Eid:
Guru Nanak Jayanti:
Chhath Pooja:
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER