CASE STUDY ANALYSIS

WHAT IS CRM?
CRM is a business strategy for improving profitability by focusing on customer needs and creating an attentive relationship with the customer. It involves a personalized and interactive approach for the entire customer lifecycle. Successful implementation of a CRM approach requires changes in organization structure, culture, and skills, as well as front- and back-office information systems.

ICICI BANK - OVERVIEW

More than 13 million customers. 550 branches A network of 2025 ATMs, multiple call centres, internet banking and mobile banking. Click and brick strategy.

Its customers are increasingly turning to electronic banking options. Business from the Internet. ATMs and other electronic channels now comprises more than 50 per cent of all transactions.

CRM AT ICICI

Increased communication between the bank and its present and prospective customers. One-to-one marketing strategy Its philosophy focuses on each and every customers satisfaction. Co-ordination of multiple business functions & multiple channels of communication with the customers. Automated process flow tracking in the product sales process. Customized reports. Promotes cross-selling.

IMPLEMENTING CRM AT ICICI

Business focus

Technology
CRM Business Transformation Map

Organizational structure

Marketing focus

Business metrics

CRM BUSINESS CYCLE

Understand customers needs Differentiate based on customers needs, characteristics and behaviors Develop products, services channels to meet customers needs Customize by customer segment

UNDERSTAND AND DIFFERENTIATE

DEVELOP AND CUSTOMISED

ACQUIRE AND RETAIN

INTERACT AND DELIVER

Acquire customers and prospective customers Retain valuable customers

Interact with customers and prospective customers Deliver increased value to customers

GAP ANALYSIS

Marketing, sales and service practices Collection, capture, processing and deployment of customer information Distribution and operations effectiveness at customer touch points

SELECTING AND IMPLEMENTING A TECHNOLOGY BASED SOLUTION

The Make Or Buy Decision
From Whom To Buy Decision

Scanning The Market Space Short-listing Major Players

Evaluation And Reference Calls

CRM SOLUTIONS BY ICICI

The Teradata solution The Behaviour Explorer The customer life cycle tracking system Appointing a Relationship Officer

CRM INITIATIVES BY ICICI

Mobile ATMs ATMs for visually challenged Mobile phone as a Virtual Wallet Bulk Deposits Social Events Other ATM services

SUCCESS AND REWARDS

ICICI Bank was awarded the Most Customer Responsive Company at The Economic Times - Avaya Global Connect Customer Responsiveness Awards 2007 In the Insurance category, the winner was ICICI Prudential Life Insurance ICICI Bank (www.icicibank.com) has won the DM Review World Class Solution Award 2003 in the Business Intelligence category for its Teradata enterprise data warehouse solution. World solution provider in Data Warehousing

CRM GAME PLAN DURING THE 2008 ECONOMIC SLOWDOWN

GROUP 6
Aditi Aurora 03 Anusha Thakur 09 Bhumi Shah 16 Natashaa Bandodkar 31 Nayana Makhija 32 Prajakta Shikarkhane 42