Heena K.

Parmar Roll no: 42

About ICICI Bank

ICICI Bank - Industrial Credit and Investment Corporation of India Industry Type - Banking and Financial Services Second Largest Bank Established in 1995 Headquarter -Mumbai , Maharastra No of Branches -2016 ATMs 5219 Presence in 18 countries No of customers - 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 cleaning, 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

CRM Implementation
Following 3 areas are taken care while implementing CRM at ICICI Bank: 1.Business Focus 2.Oraganizational Structure 3.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

Benefits of CRM at ICICI Bank

Customer usage pattern
ICICIs CRM data warehouse integrates data from multiple sources and enables users to find out about the customers various transactions pertaining to savings accounts, credit cards, fixed deposits, etc.

New product development

Analysis at ICICI guide product development and marketing campaigns through behavior Explorer, whereby customer profiling can be undertaken by using ad hoc queries.

Central data management

The initial implementation of CRM allowed ICICI to analyses its customer database, which includes information from eight separate operations systems including retail banking, bonds, fixed deposits, retail consumer loans, credit cards, custodial services, online share trading and ATM.

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

THANK YOU