Customer Acquisition and Cross-Selling Strategies in Retail Banking:  A Study of HDFC Bank, Pune

Gugale, Manali Pradip

doi:https://doi.org/10.55041/ijcope.v2i10.066

Volume 02, Issue 10

Published on: October 2026

CUSTOMER ACQUISITION AND CROSS-SELLING STRATEGIES IN RETAIL BANKING: A STUDY OF HDFC BANK, PUNE

Manali Pradip Gugale

MBA (Marketing Major, Finance Minor), School of Business, Indira University Tathwade, Pune – 411033, Maharashtra, India

DOI:https://doi.org/10.55041/ijcope.v2i10.066

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Abstract

Retail banks often judge customer acquisition by activity counts such as calls made or visits completed. These counts reveal little about prospect quality or customer need. This paper examines how prospect identification, telecalling, business profiling, field prospecting, institutional outreach and follow-up work together in acquisition and need-based cross-selling at one retail bank branch. It uses a descriptive and exploratory field-based case design drawn from a Sales and Marketing internship at HDFC Bank’s Pink City Road Branch, Wakad, Pune (18 May–10 July 2026). The evidence base is a consolidated 53-entry activity log (46 dated entries and seven undated summaries), narrative workstream records and summary tables. It is not a customer survey. Telecalling extended reach, with dated Personal Loan call counts of roughly 30 to 60-plus on selected days. Probe42-based profiling helped shortlist businesses before contact. Padyatra and institutional visits supplied context that calls could not. The source report records one Credit Card conversion and one converted three-wing society proposal; other product discussions remain opportunities, and no conversion rate can be calculated. The paper contributes a Need-Based Customer Acquisition and Lead Optimisation Framework that links structured prospect information, requirement assessment, lead classification, product matching and follow-up scheduling. The framework is conceptual and untested. Branch managers can use it to define lead stages and record next actions before they rank channels by performance.

Keywords—customer acquisition; cross-selling; retail banking; lead management; data-supported prospecting; relationship marketing; HDFC Bank

How to Cite this Paper

Gugale, M. P. (2026). Customer Acquisition and Cross-Selling Strategies in Retail Banking: A Study of HDFC Bank, Pune. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(10), 1-9. https://doi.org/10.55041/ijcope.v2i10.066

Gugale, Manali. "Customer Acquisition and Cross-Selling Strategies in Retail Banking: A Study of HDFC Bank, 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.v2i10.066.

Gugale, Manali. "Customer Acquisition and Cross-Selling Strategies in Retail Banking: A Study of HDFC Bank, 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.v2i10.066.

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•Published on: Oct 13 2026

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