1. Strategies to move to customer-centric productisation and pricing Asian Banker Conference, 6th April 2011 K. Nanda Kumar CEO, SunTec

2. SunTec confidential | www.suntecgroup.com2 2 Why Customer Centricity? Market saturation Changing customer needs Non-traditional competition (Telcos, retailers..) Competition from global players Opportunities in rural and SME segments International expansion Need for Customer centric strategies

3. SunTec confidential | www.suntecgroup.com3 Build Trust; Own Customers! Track and retain Valuable customer Know Your customers Steps to build trust and own customers Customer Trust & Ownership Deliver right customer experience Provide right Product and price 12 3 4

4. SunTec confidential | www.suntecgroup.com4 4 1. Know your Customers Customer Management Hierarchy Profile Transactions Products Accounts Regions Channels 360 degree View Segmentation Behavioral Value based Demographic Others Customer Intelligence Degree of understanding customers Predictive modeling Intelligent offerings

5. SunTec confidential | www.suntecgroup.com5 5 2. Offer right products and price plans Customer needs/ Lifecycle value Business objectives Competitor plans Future needs of customer Modeling of best value price plans Modeling of best value product packages Personalized and differential pricing Segment focused bundles/packages

6. SunTec confidential | www.suntecgroup.com6 6 3. Deliver compelling customer experience Relationship Value matrix Total Transaction VolumeProfitable BehaviorFinancial Milestones Long-term Customer ValueLoyalty to the bankFuture Affiliated Potential Segments based on Relationship Value Customer Relationship Value (RV) Superior Experience leads to trust Unique segment focused customer benefits

7. SunTec confidential | www.suntecgroup.com7 7 Constantly track and retain valuable customers 4.Track and retain valuable customers Relationship value/customer profitability measure Transform medium- value customers Deter low- value customers Customer benefits (Financial/Non- Financial) Invite profitable customers Reward high- value customers Customer value/experience analysis Need a technology platform to constantly monitor customer value

8. ` SunTec confidential | www.suntecgroup.com 8 Track and retain Valuable customer Know Your customers Deliver right customer experience Provide right Product and price 1 2 3 4 Technology to enable customer centricity 360 degree view Micro Segmentation 360 degree view Behavior modeling Customer centric pricing Risk/SLA based price variations Customer focused bundled offerings Lifecycle value based benefits Multi channel driven personalized experience Relationship focused price plans Customer value analysis Business profitability analysis Revenue impact analysis Technology Platform enabling Customer Centricity

9. SunTec confidential | www.suntecgroup.com9 9 Customer centricity: Impact on top line/ bottom line Increased sales volumes Retention of high value customers Improved up-selling and cross selling Surge in revenues…… “Segment focused product offerings in an Indian bank enabled 74% growth in fee income” Prompt encouragement of profitable businesses Control over operational margins and costs Right pricing for right customers Product and customer level profitability Assured profits….. “A leading Indian private bank plugged $447 thousand a year, through centralized pricing and billing implementation “

10. SunTec confidential | www.suntecgroup.com10 SunTec – Pioneering Relationship-based Pricing in financial services industry since 2000 SunTec confidential | www.suntecgroup.com10 Q&A knk@suntecgroup.com Clients across Communications, Media & Entertainment, Port Operations, Leasing and Fleet Management. HFCL MTNL All ‘early adopters’ and innovators in the Banking, Financial Services & Insurance space as clients.