Published on: October 2026
BEYOND THE CALL: MULTI-CHANNEL BUSINESS DEVELOPMENT AND CUSTOMER ACQUISITION IN RETAIL BANKING – A FIELD-BASED STUDY OF AN HDFC BANK BRANCH IN PUNE
Jatin Manoj Pandey
Article Status
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Abstract
Retail bank branches reach prospects through telephone calls, business-information tools and face-to-face visits, yet contact does not automatically become a customer relationship. This study examines how these channels worked together during the author’s Sales and Marketing internship at HDFC Bank’s Kalyani Nagar branch in Pune, from 18 May to 17 July 2026. It uses a descriptive, retrospective case design built on 47 dated activity-log entries, read with the author’s on-the-job-training (OJT) narrative and published research. The log records at least 560 personal-loan and 70 credit-card calls, 12 Probe42 profiling entries and 16 field entries across six named Pune localities. It also records 11 dated lead or opportunity entries and three dated entries reporting conversions or account openings. Every lead entry falls between 25 May and 18 June, and no entry records the final status of the open loan leads. A planned 12-item customer questionnaire and a 150-row dataset were excluded because the rows could not be reconciled with the reported tables; the paper states what evidence would restore them. The study proposes the Beyond the Call framework, an eight-stage process linking prospect identification, channel preference, needs assessment, product matching and outcome tracking. It gives branch managers a way to separate effort, opportunity and outcome, and it sets a testable agenda for technology-supported lead management.
Keywords—retail banking; customer acquisition; multi-channel marketing; lead management; field prospecting; cross-selling; customer relationship management
How to Cite this Paper
Pandey, J. M. (2026). Beyond the Call: Multi-Channel Business Development and Customer Acquisition in Retail Banking – A Field-Based Study of an HDFC Bank Branch in Pune. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(10), 1-9. https://doi.org/10.55041/ijcope.v2i10.067
Pandey, Jatin. "Beyond the Call: Multi-Channel Business Development and Customer Acquisition in Retail Banking – A Field-Based Study of an HDFC Bank Branch in Pune." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 10, 2026, pp. 1-9. doi:https://doi.org/10.55041/ijcope.v2i10.067.
Pandey, Jatin. "Beyond the Call: Multi-Channel Business Development and Customer Acquisition in Retail Banking – A Field-Based Study of an HDFC Bank Branch in Pune." International Journal of Creative and Open Research in Engineering and Management 02, no. 10 (2026): 1-9. https://doi.org/https://doi.org/10.55041/ijcope.v2i10.067.
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