About HSBC:
HSBC is both a pioneer and pillar of banking. The bank is synonymous with world-class banking products and services that meet the local needs of customers. HSBC's customer-orientation is aptly reflected in its slogan, "The world's local bank". The bank's footprint covers 77 countries across Europe, the Asia-Pacific region, the Americas, the Middle East and Africa.
The Challenge:
In the banking industry, product innovation and customer service hold the key to retaining the competitive edge. In this scenario, it is imperative that new product launches are reflected on the web site in an informative, intuitive and result-oriented manner. As with all multinational banks, HSBC India follows a set of global guidelines for web site development and maintenance.
The Engagement:
In 2000, Indigo Consulting partnered with HSBC India to create and build hsbc.co.in. The initial objective was to develop a web presence that served as a channel for brand building, sales and customer service.
The site has evolved over several versions in line with business objectives. During this period, customers transacted deeply and more frequently with the bank, be it for net banking or customer service.
While the bank's web site is geared to take the customer experience to the next level, Indigo Consulting has ensured a convenient and user-friendly experience with Internet Banking demos and presentations. Also, e-mail marketing and banner campaigns maximised the bank's awareness, reach and accessibility.
Significantly, hsbc.co.in won the Best Corporate Website Award from the Association of Business Communicators of India in 2003. The current www.hsbc.co.in was developed in October 2005. The site was built from the ground up by leveraging Interwoven TeamSite, a content management tool. Indigo Consulting's experience in Web Content Management using Interwoven's TeamSite ensured rapid turn around and smooth implementation.
The new site addresses key metrics of generating leads and a user-friendly experience. Indigo Consulting continues to monitor traffic, click through behaviour, lead generation and takes prompt action to optimise site performance.
The site continues to grow in sync with the bank's business objectives and supports marketing in customer acquisition and retention activities. With the success of this engagement, Indigo Consulting extended its relationship with HSBC across Asia-Pacific and Middle East and developed several website development and interactive marketing initiatives.
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