ICICI BANK (JVPD BRANCH)

BRANCH MANAGER: MRS. RACHNA

MODGILL

INTRODUCTION:

ICICI Bank is India's second-largest bank with total assets of Rs. 3,634.00 billion

and profit after tax Rs. 40.25 billion. The Bank has a network of 2,518 branches

and 5,808 ATMs in India, and has a presence in 19 countries, including India. ICICI

Bank offers a wide range of banking products and financial services to corporate

and retail customers through a variety of delivery channels and through its

specialized subsidiaries in the areas of investment banking, life and non-life

insurance, venture capital and asset management. The Bank currently has

subsidiaries in the United Kingdom, Russia and Canada, branches in United States,

Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and Dubai International Finance

Centre and representative offices in United Arab Emirates, China, South Africa,

Bangladesh, Thailand, Malaysia and Indonesia. The UK subsidiary has established

branches in Germany and Belgium too.

ICICI Bank's equity shares are listed in India on Bombay Stock Exchange and the

National Stock Exchange of India Limited and its American Depositary Receipts

(ADRs) are listed on the New York Stock Exchange (NYSE).

As one of the largest financial institutions in India, ICICI's overall mission has

been to build the capacities of commercial entities and, thereby, enable them to

become agents of economic change. We believe that building the capacities of the

poorest of the poor to participate in the economy and society is a natural extension

of this role. With this in mind, ICICI has been contributing to the social sector for

nearly 30 years, mainly by financing and advising organizations working in the

development sector.

ICICI has a permanent and full-time group, the Social Initiatives Group (SIG), to

concentrate on its development-related initiatives. Through the SIG, ICICI seeks

to define and effectively fulfill its responsibilities as a corporate citizen. The

group believes that education and health are basic prerequisites for all people,

especially the chronically deprived, to participate in the larger economy. Universal

access to basic financial services, and effective use of appropriate technologies

will create greater opportunities for people to participate in the economy in an

equitable and productive manner. With this in mind, the group has focused its

attention on identifying and supporting initiatives in:

 Pre-primary and primary education

 Health, especially reduction of infant mortality rates

 Micro-finance

 Application of information technology and other technologies to facilitate

work in the above faster, and reach a wider audience.

The group's involvement is not at the grassroots, though field visits, aimed at

assessing need and facilitating dialogue, form an integral part of their work.

VISION STATEMENT OF ICICI:

To be the preferred bank for total financial and banking solutions for both

corporate and individuals is the main vision.

MISSION STATEMENT OF ICICI:

 We will leverage our people, technology, speed and financial capital.

  To be the banker of first choice for our customers by delivering high

quality, world-class products and services.

 To expand the frontiers of our business globally.

 To play a proactive role in the full realization of India's potential.

 To maintain a healthy financial profile and diversify our earnings across

businessman and geographies.

 To maintain high standards of governance and ethics.

 To contribute positively to the various countries and markets in which they

operate.

 To create value for our stakeholders.

OBJECTIVES OF THE CODE:

 Promote good and fair banking practices by setting minimum standards while

dealing with the customers.

 Increase transparency so that the customer can have a better

understanding of what one can reasonably expect out of the services.

 Encourage market forces, through competition so that one can achieve

higher operating standards.

  Promote a fair and cordial relationship between the customer and the bank.

 Foster confidence in the banking system.

 To help the customer use the account with convenience.

 To deal quickly and sympathetically with things that go wrong.

 To treat the customers personal information in a private and confedential

manner.

 To adopt and practice a non-discrimination policy.

BREAKTHROUGH IMROVEMENTS:

As known from the ICICI Bank branch of JVPD, I have learnt that following are

some of the breakthrough improvements:

1) KHAYAAL AAPKA CAMPAIGN:

The ICICI bank has started this “khayaal aapka campaign” as a way to

improvise and improve the customer services that are provided and in todays

time hold a lot of importance due to the highly competitive nature in the

market. In this the main aim is to focus on the various services provided to

the customers and the quality of the services that have been put forth too.
Every customer is considered as “one relation” and not just as “one person”.

The necessary divisions are also made: children, senior citizens, etc.

They believe that even small things make a big difference! Thus, they are

trying to strive and fulfill the experiences, not just in terms of efficient

banking facilities but also the extra care to be put in to serve the

customers.

Over the past decade ICICI Bank has redefined the banking landscape.

Through a deep understanding of customer needs, it has leveraged

technology to introduce several innovations to make banking simple and

convenient for the consumer.

Continuing with our commitment towards deepening our relationship with

our customers, we have undertaken many initiatives to strengthen

the customer experience through multiple touch points such as bank

branches, internet banking, mobile banking and phone banking. In addition we

have continued to offer products and services that have been thoughtfully

designed, keeping the consumer in mind.

Khayaal Aapka is a reflection of this commitment that they have towards

 customers. “Khayaal Aapka” embodies the relationships with customers that

go beyond transactions - it is their commitment to treat our customers

fairly, show empathy towards customer needs and create and deliver

products and services that make a difference to our customers lives.

This is one of the ways in which ICICI has taken a step forward for

improving the scenario of customer relationship and thus the necessary

provisions and facilities provided are also improved in order to bring about a

positive difference between the bank and customer relations.

2) PRIVILEGED BANKING CAMPAIGN:

All banks have different types of customers to attend. There are normal,

silver, gold and so on types of customers- as per ICICI bank recognized.

Thus, from these the customers which belong to the gold category are those

who hold a minimum balance of 50,000/- and it’s these customers as well as

the ones who are superior to the gold category who form a part of the

privileged category and thus of this particular campaign.

In this campaign, distinguished and specialized services are provided to the

privileged customers.
 All that a customer needs to do is choose the ICICI Bank Privilege Banking

account to enjoy exclusive benefit across wide range of product and services.

The Privilege banking account variants they offer are- silver, gold, platinum

designed to suit the customer’s specific needs.

In addition to benefits like money multiplier, nomination facility and internet

banking and mobile banking one can avail other special privileges like:

 Priority service at all ICICI bank branches and through customer care.

 Preferential rate on purchase of ICICI bank pure gold and foreign exchange.

 Discount on annual fee for safe deposit locker.

 Special rates on ICICI bank loans.

 Preferential rate on DD/ PO charges.

 Multi-city cheque book.

This campaign is launched in order to improve the customer relations with

the high profile clients as also to provide the best requirements for the

credit worthy customers.

 These are the 2 big improvements that have been brought about by ICICI

bank in order to come up with a suitable background and facilities provision

in a highly competitive market like today!

OTHER SMALL IMPROVEMENTS:

1) In order to improve the goodwill of the bank and also for promotions,

programs (social and cultural) are put up. Even sponsorships are allotted

for the same which on the other hand also is a good marketing and

promotion tool for the bank to improve its name in the market. Various

social activities are undertaken for children’s day, sports day, new years,

etc. and also different types of vouchers and schemes are exposed to the

people in this way.

2) Customer services are improved in order to achieve different types of

customer delights.
3) ICICI Bank’s net profit grew a healthy 18.9% yoy, which was above their

estimates mainly on account of higher NIMs and lower effective tax rate.

The key positive of the results was continuation of declining trend in net

additions in gross NPAs from retail loans (almost nil) for the sixth

consecutive quarter and a substantial reduction in NPA provisioning burden

(November 2010).

4) This financial institution has grown over the years in terms of adopting new

technologies and products and also to nourish them. Thus it has now

become a household name in a very short span. Not only this, it has also

showed improvement in market turbulence or expansion into the markets.

In the last 5 years there has been a constant expansion of a lasrge number

of subsidiaries.

5) ICICI has also made necessary improvements for better employee and

customer satisfaction too. By being clearer and having a transparent

system, all the departments are kept well connected and thus the

employees share a harmonious relationship amongst themselves as well as

with their superiors. UNIVERSE is a common platform for all the

employees. FINACLE is software used for external customers. Not only

this, even consumer grievances are retrieved, and thus for that purpose,

INTRANET is used for escalation of any issues or problems by way of

emails.

These are certain small improvements/changes/ developments that took

place in this prestigious banking and financial institution.

PRODUCT QUALITY MANAGEMENT

PROJECT BY: RAKSHA LULLA

S.Y.B.M.S. – A
ROLL NO: 44