Financial Services
Channel preferences in housing finance
28 May 2020
Context
- Client Description: A large global PE investor
- Opportunity: Client wanted to understand
customers’ channel preferences for availing home loans and benchmark key
competitors for the preferred channels
Further, the client also wanted to understand the following:
- Channel network (branches, agents, brokers, online) including cost structures
- Role and effectiveness of the preferred sourcing channel in terms of lead generation, customer acquisition and loan sanction process
- Selection criteria of different channel partners for sourcing individual home loans (IHL)/ loans against property (LAP)
- Customer behavior and experience with different channels
Our Approach
- In-depth interviews with 100+ channel partners pan-India including corporate and individual DSAs (Direct Sales Agents), builders, and real estate brokers
- In-depth interviews with 50+ IHL/ LAP customers
- 50+ mystery visits to branches of the target and key competitors across the metro, Tier-1, and Tier-2 centers to understand their channel strategy and preferences
- Pan-India survey of 700+ mortgage customers to understand customer behavior and experience while choosing lenders for IHL / LAP and the loan application process with their lenders
Key Insights / Outcomes
Identified the channel preference of target and key competitors among the various sales channels (DSA’s, real estate brokers, builders and direct sales force)
Built a deep understanding of the reasons for such preferences in terms of channel margins, customer experiences, and relationship with the branch / HFC
Mapped the customer journey from buying intent through to loan disbursement
Praxis Value Delivered
- Action plan for increasing the effectiveness of the preferred channel network based on actionable insights gathered in the diagnostic phase
- Roadmap and implementation plan for enhancing customer experience
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