CRM & ICICI

About ICICI Bank ICICI Bank

ICICI Bank Industrial Credit and Investment Corporation of India Industry Type - Banking and Financial Services Second largest bank Established in 1955 Headquarter Mumbai, Maharashtra No of Branches 2016 ATMs 5219 Presence in 18 countries No of customers more than 24 millions

History of CRM at ICICI Bank

. Implemented in 1995 Most important initiative for compelling success of bank Helps in sales, customer services and analytics Crossing selling of home loans, insurance policies, credit cards and personal loans Customer requests 1,50,000 per day Collaboration with Teradata Customers - Account checking, FDs and Credit Cards Bank data detection, data cleansing, data preparation, reporting and business intelligence More than 1200 parameters connected

CRM Approach :
Getting personalized information on customers : Store all data in centralized database Customized offering to the customers Cross selling Converting a prospective customer into a true customers Follow-up the customers

Tools and Process for CRM

Customer application forms Centralized software where the whole data is collected Wide range of offerings Cross selling Feedback forms

Components of CRM at ICICI Bank

Interact & Deliver Acquire & Retain Develop Understand

CRM Implementation
Following 3 areas are taken care while implementing CRM at ICICI Bank: Business Focus Organizational Structure Technology Focus

Business Focus
Components of CRM: Customer Information Sales Marketing Trends Marketing Efficacy Implemented solution from Siebel for automation of customer handling Track all customer requests and complaints Identify new opportunities for existing customers as well as new customers

Organizational Structure
Dynamic, constantly evolving and responsive to change Flexible and consistency in standards across business groups Five principle groups: Retail Banking Wholesale Banking Project Finance and Special Assets Management International Business Corporate Center All the five groups are compatible with CRM

Technology Focus
ICT (Information and Communication Technology) Strategic Tools for competitive advantage Multichannel Banking Technology Strategy 24*7 availability Technology Management Group Group wide technology Sybase IQ based database Implemented Informatica PowerCenter (2003) Extraction, transformation and loading

Conclusion
Customer centric approach of ICICI Bank helped it to gain

number 2 position in India for Banking service

Implemented CRM not as a tool but strategy for competitive advantage

Constantly paid dividends results in happy satisfied

customers