CRM Practices of ICICI Bank

Akshay Rastogi(05) Bikram Singh Chauhan(10) Rajesh Gangwani(26) Ravi Jaiswal(27) Sneh Upadhyay(34) Priyanka Das(124)

Evolution of CRM at ICICI

Implemented in year- 1995
Contributed in increasing the sales tremendously Customer requests received per day- 150000

Emerged as an Analytical tool

Has more than 1200 parameters

Practices of CRM
Providing optimal value to customer
Technology driven Recognizes customer buying decision

Focus was one-to-one marketing

Reduced customer ignorance, poor employee behavior, etc.

CONTD
Automated marketing, sales and customer service
Coordinates multiple channels of communication with customer Tracking complete customer life cycle Resulted in increased customer loyalty and value

Technological Initiatives
SIEBEL Software
Call center ATMs

e-Cheques
e-lobby

CONTD
Kids-e-bank
Roaming Current Account Students @ Campus

SIEBEL Software
Provides a common platform and enables collaborative CRM
Automates process-flow tracking in product sales process Generates customized reports and promotes cross-selling Efficient Campaign Management Redressal of Grievances

How it Benefited ICICI

Complaint and Query management
Customer Retention Cross-selling and Up-selling

Customer contact Management

Sales Force Automation

Conclusion
Competitive advantage over other players
Enabled better Customer Service Providing personal service through impersonal media

Time saving tool

Converts a customer from being customer of branch, to being customer of bank

Thank