HDFC Bank Brings Conversational Banking To New Heights With Facebook Messenger

HDFC (Housing Development Financial Corporation) Bank is India's largest banking and financial services company headquartered in Mumbai, Maharashtra.

Available on: Messenger

Goal

Through their social media analysis, HDFC Bank found that more than 200 million users in India, were spending more than two hours daily on social media and messaging platforms. HDFC also observed that there was very prevalent with the Generation Y consumers aged between 18 to 25 years old, which was a growing consumer group for the business. HDFC Bank saw that there was a need to engage this group of savvy consumers through social media and messaging platforms.

“Facebook Messenger allows us to be present where the next-Gen users are. We have seen a 160% month-on-month growth in terms of the transaction value and we have received positive feedback from our users that they like this new-age transactional interface. Going forward, we will incorporate more e-commerce transactions, banking, customer service and many more services to increase our banking presence on all social media channels.” - Nitin Chugh, Country Head - Digital Banking, HDFC Bank

Solution

HDFC Bank set out to develop a unique user experience for their consumers which addressed the growing market need for conversational banking via a messaging bot.

HDFC Bank observed that consumers often had to download separate apps for daily requirements like cab bookings, bill payments and other services. This had led to a cluttered mobile screen which did not translate into a user-friendly customer experience. As HDFC Bank looked towards creating an enhanced customer experience, it was essential that their services they offered could be easily accessed on a single platform and free of any complicated menu-based interface.

HDFC Bank identified that with Facebook Messenger, consumers could access the bank's services without the additional step of downloading an extra app. Messenger's broad reach to consumers aged between 18 to 25 years old also allowed easy and convenient communication between HDFC Bank and its target audience. Further boosted by tools for better consumer understanding the likes of Facebook Analytics, click-to-Messenger ads, developer tool kits, API docs and events configurations, has made Messenger HDFC Bank’s choice platform to launch the bot.

Example of bill payment, movie selection and booking through HDFC Bank OnChat bot, powered by Niki.ai

In partnership with Niki.ai, HDFC Bank developed the HDFC Bank OnChat bot. OnChat allows consumers in India to carry out eCommerce transactions like discovering, searching and paying for movies, events, bus booking or cabs. The bot also facilitates bill payments for Utility, Postpaid, Prepaid mobile plans. Within 12 months since launch, more than 210,000 consumers were interacting with HFDC Bank OnChat. The chat-to-order conversion ratio¹ for OnChat is 12%. Over 24,000 transactions totaling to more than INR 16.7 million have been facilitated through the bot as a result of 1.28 million interactions.

HDFC Bank has also received more than 137,000 new account signups via phone registration from the OnChat bot and acquired more than 40% of their active users through click-to-Messenger ads.

¹ An order on HDFC Bank OnChat refers to a financial transaction carried out by a user such as recharges, payment or purchase of utility bills, tickets, offer coupon, etc. The 12% chat-to-order conversion ratio indicates that 12 out of every 100 people who had interacted with the chatbot, had carried out a financial transaction.

Results

  • 16.7M
    INR in transactional value has been generated via HDFC Bank OnChat bot
  • 40%
    of active bot users acquired through click-to-Messenger ads on Facebook
  • 137K
    people opted-in to receive updates in Messenger
  • 90K
    consumers interacting with HFDC OnChat bot daily

Facebook Products Used:

  • Facebook Messenger: To create a one stop solution for consumers accessing daily services like bill payments and transactions through a bot
  • Click-to-Messenger ads: Encouraged users to register for a new account to use the bot using their mobile number