Submitted to:- Submitted By:- Mrs. Kavita Shukla Asis Kumar Pradhan

Dipak Ranjan Swain

(CRM)

CONTENTS

Introduction…………………………………… 3

Overview of ICICI Bank………………………...4-6

Emergence of CRM in ICICI Bank………............7

CRM at ICICI Bank………………………………8

Analyzing Profitability……………………………10

CRM Process

CRM Purpose

Cross Selling………………………………………13

Marketing Effort…………………………………..14

Gaining new customer…………………………….14

Customer Retention……………………………….15

Relationship Management…………………………16

Conclusion and Recommendation…………………19

ICICI BANK

ICICI Bank (BSE: 532174, NYSE: IBN) (formerly Industrial Credit and Investment

Corporation of India) is a major banking and financial services organization in India. It is

the 4th largest bank in India and the largest private sector bank in India by market

capitalization. The bank also has a network of 1,700+ branches (as on 31 March 2010)

and about 4,721 ATMs in India and presence in 19 countries, as well as some 24 million

customers (at the end of July 2007). ICICI Bank offers a wide range of banking products

and financial services to corporate and retail customers through a variety of delivery

channels and specialization subsidiaries and affiliates in the areas of investment

banking, life and non-life insurance, venture capital and asset management. (These

data are dynamic.) ICICI Bank is also the largest issuer of credit cards in India. ICICI

Bank's shares are listed on the stock exchanges at Kolkata and Vadodara, Mumbai and

the National Stock Exchange of India Limited; its ADRs trade on the New York Stock

Exchange (NYSE).

The Bank is expanding in overseas markets and has the largest international balance

sheet among Indian banks. ICICI Bank now has wholly-owned subsidiaries, branches

and representatives offices in 19 countries, including an offshore unit in Mumbai. This

includes wholly owned subsidiaries in Canada, Russia and the UK (the subsidiary

through which the Hi SAVE savings brand is operated), offshore banking units in

Bahrain and Singapore, an advisory branch in Dubai, branches in Belgium, Hong Kong

and Sri Lanka, and representative offices in Bangladesh, China, Malaysia, Indonesia,

South Africa, Thailand, the United Arab Emirates and USA. Overseas, the Bank is

targeting the NRI (Non-Resident Indian) population in particular.

ICICI reported a 1.15% rise in net profit to Rs. 1,014.21 crore on a 1.29% increase in

total income to Rs. 9,712.31 crore in Q2 September 2008 over Q2 September 2007.

The bank's CASA ratio increased to 30% in 2008 from 25% in 2007. ICICI Bank is one

of the Big Four Banks of India, along with State Bank of India, Axis Bank and HDFC

Bank ² its main competitors.

In 1955, The Industrial Credit and Investment Corporation of India Limited (ICICI) was

incorporated at the initiative of World Bank, the Government of India and

representatives of Indian industry, with the objective of creating a development financial

institution for providing medium-term and long-term project financing to Indian

businesses. In 1994, ICICI established Banking Corporation as a banking subsidiary.

Overview of ICICI Bank:

The bank, headquartered in Mumbai, has a network of about 1,400 branches and 4,530

ATMs in India and a presence in 18 countries. It offers a wide range of banking products

and financial services to corporate and retail customers through its specialized

subsidiaries and affiliates 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.

Channels:

ICICI Bank has the following channels through which it offers its products and services

to its customers.

Branches

ATMs

Internet Banking

Mobile Banking

Phone Banking

Products and Services:

ICICI Bank offers a host of products and services to its clients, which include Deposits,

Loans, Cards, Investments, Insurance, De-mat, NRI Services and Online Services etc.

Deposits:

Following deposits are offered:

Savings Account

Advantage Deposit

Special Savings Account

Life Plus Senior Citizens Savings Account

Fixed Deposits

Security Deposits

Recurring Deposits

Tax-Saver Fixed Deposit

Young Stars Savings Account

Child Education Plan

Bank @ Campus

Salary Account

Advantage Woman Savings Account

EEFC Account

Resident Foreign Currency (Domestic) Account

Privilege Banking

No Frills Account

Rural Savings Account

Loans:

ICICI Bank offers following loan facilities:

Home Loans

Loan Against Property

Personal Loans

Car Loans

Two Wheeler Loans

Commercial Vehicle Loans

Loans Against Securities

Loan Against Gold Ornaments

Pre-approved Loans

Cards:

ICICI Bank is India's largest issuer of credit cards. It also offers other types of cards.

The various cards offered by ICICI bank are as below:

Consumer Cards

Credit Cards

Travel Cards

Debit Card

Commercial Cards

Corporate Cards

Prepaid Cards

Purchase Cards

Investments:

ICICI Bank facilitates a range of investment products including:

ICICI Bank Tax Saving Bonds

Mutual Funds

Government of India Bonds

Initial Public Offers (IPO) by Corporates

Foreign Exchange Services

ICICI Bank Pure Gold

Senior Citizens Savings Scheme, 2004

OVERVIEW OF CRM

The Customer is King! This credo is more powerful, relevant and true today than ever

before. In a truly customer driven economy, success depends on a company's ability to be

with the customer on a round the clock basis… satisfying all their product and service

specific needs. Simply stated, Customer Relationship Management (CRM) is about

finding, getting, and retaining customers. Customer Relationship Management is one of

the hottest and most talked about topics in the industry today and for good reason.

Industry analysts recently reported that CRM expenditures will grow from $2.8 billion in

1999 to $11 billion by 2003. CRM is all about building long term business relationships

with your customers. It is best described as the blending of internal business processes:

Sales, Marketing and Customer support with technology. CRM solutions empower

businesses to more efficiently and effectively manage the activities that affect their

relationship with their customers. The ultimate goal of CRM is to meet and exceed

customer expectations, create a positive customer experience and build customer loyalty.

CRM changes all of this and represents a continuing evolution in managing front office

operations.

With CRM, traditional departmental applications for sales, marketing and customer

service are consolidated into a single unified system capable of managing the entire

customer life cycle. This approach allows employees throughout an organization to have

immediate access to a complete profile of important customer information. Organizations

who are implementing CRM solutions feel confident that providing access to this level of

information will assist their sales and support staff in better understanding the needs and

buying patterns of their customers. CRM (customer relationship management) is an

information industry term for methodologies, software, and usually Internet capabilities

that help an enterprise manage customer relationships in an organized way. CRM is at the

core of any customer-focused business strategy and includes the people, processes, and

technology questions associated with marketing, sales, and service. In today's

hypercompetitive world, organizations looking to implement successful CRM strategies

need to focus on a common view of the customer using integrated information systems

and contact center implementations that allow the customer to communicate via any

desired communication channel. What exactly is the definition of Customer Relationship

Management? Ask a dozen professionals, get a dozen different definitions. Here's a

general overview:

CRM is used to learn more about your key customers needs in order to develop a stronger

relationship with them.

Customer Relationship Management can be defined as a companies activities related to

increasing the customer base by acquiring new customers and meeting the needs of the

existing customers.

CRM is about building partnerships with your customers. It uses internal business

processes from Sales, Customer Service and Marketing. The philosophy of CRM is the

recognition that your long-term relationships with your customers can be one of the most

important assets of an organization, providing competitive advantage and improved

profitability. The most important part of CRM is the "customer-focus". CRM uses

technology, strategic planning and personal marketing techniques to build a relationship

that increases profit margins and productivity. It uses a business strategy that puts the

customer at the core of a companies processes and practices. It requires this customer

focused business philosophy to support effective sales, marketing, customer service and

order fulfillment.

Regardless of company size or industry, businesses have begun to recognize the value

and importance of customer retention and are embracing new technology for automating

customer service and support. For the new millennium, it seems that the customer has

finally become King!!!

EMERGENECE OF CRM IN ICICI BANK

The CRM initiatives in India‟s ICICI Bank hold together its compelling story of growth.

Its growth in customer base, channels, and product and service offerings. Since its

inception in 1995, the bank has grown to have 15.8 million customers, holding about 17

million accounts. The bank‟s network has expanded to 610 branches and standalone

counters and over 2,000 ATMs. CRM has been envisioned by the bank to support its

goals in sales, customer service, and analytics. Already, about 30.40% of the bank‟s

home loans are cross-sold to existing customers. Similar ratios have also been reported in

the sale of insurance policies. Ratios of about 50.60% have been seen out of the credit

cards and personal loans business. The bank‟s stated intention is to take these ratios to as

high as 60.75%. ICICI Bank states that these high levels of relationship maximization are

made possible by how its CRM system is able to "know and understand the customer

better.” which customer is most suitable for what kind of product and at what point in

time." In the area of service, the bank receives as many as 150,000 customer requests per

day, a challenge not only to channel capacity but also to how the bank is able to ensure

that each request is recorded, tracked, and resolved. Last, customer analytics have been

used to support various strategic decisions of the bank. Recent strategic decisions of note

are several anti attrition programs, the intended attrition of unprofitable customers, the

imposition of fees, and various customer segment tactical initiatives. ICICI Bank‟s CRM

capability is built on a “Teradata” data warehouse that integrates data from multiple

sources, including the Oracle database and various flat files. The system provides users

with information about each customer‟s checking accounts, fixed deposits, credit cards,

and other financial information. The bank has taken on the end-to-end proposition of SAS

for enterprise intelligence, which offers a credible integrated approach to analytics,

including data detection, data cleansing, data preparation, event detection, reporting and

business intelligence, and campaign analysis. The bank estimates that it is able to track

more than 1,200 parameters concerning demographics, transactions made, channel usage,

and product relationships. Through Behavior Explorer and views, business users develop

customer profiles and run ad hoc queries. Analysts then use the information to guide

product development and marketing campaigns that are intended to address each

individual‟s total requirements, instead of just pushing a product. The success of cross-

selling to existing customers has also been enabled by the bank‟s growing capabilities in

lead management. The home loans business unit, for example, has built a lead

management system rolled out to about 700 users. The system is able to allocate leads,

schedule meetings, provide a record of all interactions with the customer, and give

reminders for customer follow-ups. A lead generation tool has also been developed in

house to capture and route Product applications made over mobile phones.

CRM AT ICICI BANK

CRM at ICICI Bank involves increased communication between the bank and its

present and prospective customers. Its philosophy focuses on each and every customer‟s

satisfaction. CRM facilitated coordination of multiple business functions & multiple

channel of communication with the customers to carry out customer management more

efficiently. It also automated the process flow tracking in the product sales process and

helped generate customized reports and promote cross-selling. The typical components of

a CRM strategy at ICICI are as follows:

Understand and differentiate:

Understanding customers is important in order to develop a sound relationship with them.

Customer profiling is done in order to understand demographics, purchase pattern and

1. Deliver increased value

to customer.

2. Interact with customers.

1. Acquire customers.

2. Retain valuable

customers.

1. Customize by customer

segment.

2. Develop product ,

services, channel to

meet the customer

needs.

1. Understand customer

need.

2. Differentiate based on

different needs,

behavior and

characteristics.

channel preference. CRM also helped ICICI in valuation of its customers to understand

customer profitability and Customer Life Time Value (CLV).

Develop and customize: -

In a customer centric business environment, the products and processes have to be

according to customers‟ needs and preferences. ICICI has always focused on developing

channels of service delivery according to customers‟ need and service expectation.

Interact and Deliver:

To foster a strong customer relationship ICICI ensured that all areas of the bank have

easy access to relevant, actionable customer information and employees should be trained

on how to use customer information to tailor interactions based on both customer needs

and potential customer value.

Acquire and Retain:

CRM helped ICICI to figure out valuable customers and made it easy to formulate

retention strategies for them. It also helped it cope up with the change in customer‟s life

cycle and offer services accordingly.

What is the profitability For you through CRM process:

Yes we get profitability through crm process. The profitability are as follows :

Customer’s usage pattern:

ICICI‟s 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. The warehouse also gives indications regarding the customers

channel usage.

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. The products thus created take into account the customers needs and desires,

enabling the bank to satisfy customers through better personalization and customization

of services.

Central data management:

The initial implementation of CRM allowed ICICI to analyse 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.

CRM PROCESS:

The CRM process is the most influential customer oriented strategy of the decade.

Despite its humble origins it has evolved into a relatively complex strategy. The

essentials of a CRM program include focus, commitment to CRM goals and above all a

desire to be customer focused. Here's how the CRM process actually works in an

organization.

A look at the steps in the CRM process:

1. Establishing CRM goals.

2. Educating other departments.

3. Assembling customer information.

4. Designing the data model.

5. Vendor study .

6. Selecting the CRM solution.

7. Establishing authority & responsibility.

8. Pilot projects.

9. Communication with customers through direct mail , electronic mail etc.

10. Customer surveys.

11. Customer satisfaction program.

12. Collection of customer information.

13. Provision of customer information to employees.

14. Usage of customer information in the business activities.

15. Feedback.

16. Analyze.

17. Documenting a new process.

18. Implementing final methodology.

CRM PURPOSE:

The purpose for engaging in customer relationship management could be to increase

marketing efficiency like achieving lower distribution cost, streamlining order processing

or it could be to increase marketing effectiveness by building customer loyalty and

commitment, personalizing the market offerings etc. effectiveness means completing the

job we set out to efficiency means using the least amount of resources to do the job. It is

very difficult to achieve a balance between the two. Whatever the purpose the

organization must decide the need and the specific requirement from the customer

relationship management process.

CRM INITIATIVE BY ICICI

MOBILE ATMs Facility:

ATMs are kept in vans and parked at high traffic areas at specified timing

to facilitate standard services.

For example:

In Mumbai TIMING LOCATION 11 a.m. to 12.00 noon Opp. J.W.Marriot hotel, Juhu

2. Bulk deposit facility through ATMs :

ICICI bank issues a special card „deposit only card‟ to facilitate deposition of large

amount at one time though ATMs unlike conventional ATMs which allows deposition of

only 30 notes at one time.

3. Cash pick – up service:

It also facilitates cash pick up service for business customers under business banking segment. 4. ATMs for visually challenged:

ICICI bank has launched special voice- guided systems, which guide a visually

challenged person to avail ATM services without any help. Headphone can be connected

to ATM jack who gives voice command to the customer to transact business.

5. DEMAT A/c Facility:

ICICI bank gives an option of opening D-MAT A/c and trading A/c simultaneously with

saving A/c through which customer can do share trading online.

6. Other services through ATMs:

Prepaid mobile recharge

Buying and renewing internet packs.

Making donations for Shri Mata vaishnodevi shrine and Tirupati, nathdwara temple.

Mutual funds transaction &

Bills payments.

1. Credit card facility through mobile:

The tools and the processes are as follow

Customer application form.

Centralized software where the whole data is collected.

Wide range of offering.

Cross selling and Feedback forms.

Customer application forms:

Bank collects all the data from customer application form and gets the

personalized information to know which product to offer to which customer. This

process helps in collecting the data and knowing what the customer wants.

Centralized software where the whole data is collected:

The data collected through customer application forms is available at one server

and can be accessed anytime, anywhere. So, this helps in the further process of

customized offerings and cross selling.

Wide range of offering :

After collecting the data from the customer, team decides what product to offer to

which customer. In case the bank recognizes you as a valuable customer then is

offers a more customized service.

CROSS SELLING:-

It refers to offering another product from the service offering of the bank to the customer

which he has not gone for. For example If customer has savings account with the bank

then they offer him a insurance, fixed deposits etc. This depends on the value of the

customer to the bank. Cross selling is not offered to every customer. It depends on how

loyal the customer is to the bank. The more business he gives us, the more are his

chances of being special services offered.

Feedback forms:

The bank distributes feedback forms at all its branches. The customer feedbacks on the

service, technology used, employee behavior and promptness in solving customers

problems, are taken and they are analyzed:

MARKETING EFFORTS

CRM (Customer Relationship Management) software aids in increasing efficiency, serves

to aid the sales department in all of its efforts, manages to boost sales, and fundamentally

contributes to the overall development of the company. It also manages to work towards

organizational goals. This is achieved through a concise study of potential customers.

Their preferences are taken into consideration and used to coordinate and implement a

customer centric business strategy that focuses primarily on the customer, yields to

recording the importance of his ideas and suggestions and results in increased customer

retention.

CRM helps to know the needs and wants of the customer. So, on the basis of this

company can decide which product to offer to which customer. More over, under CRM,

we have identified that cross selling is the best weapon. It enhances the relationship value

with the customer. This satisfies the customer and that is the reason why the customer

keeps on coming again and again to the company. This helps in retaining the market

share. Now, the satisfied customers help in the word- of mouth promotion of the bank,

which eventually increases our market share.

Does technology helps in practicing CRM? Yes, the whole base for practicing CRM is

technology. It helps in collecting the data, processing the data and then according to the

available information offering different products to the customer through emails, call

centre, popups during the transaction in the ATM.

NEW CUSTOMER

It is necessary for banks to identify potential customers for approaching them with

suitable offers. The transactional data that is generated through customer interactions and

also by taking into account the profile of the customer (such as the lifecycle stage,

economic background, family commitments, etc.) needs to be collated into one database

to facilitate its proper analysis. For example, a customer interacts with the banks for

savings accounts, credit cards, home loans, car loans, demat accounts, etc. the data

generated through all these services needs to be integrated to enable effective targeting.

After the integration is done, a profitability analysis of the customer needs to be

undertaken to acquire an understanding of the profit-worthiness of the customer before

targeting him with new offers.

The last approach of CRM according to ICICI bank is that they try to convert the

prospective customer into a true customer. Right from the moment the inquiry comes,

they follow- up the customer and then make him to come to the bank occasionally and

then regularly.

Everybody knows how difficult it is to get a new customer than to retain a existing one.

Wireless companies in US are spending more in finding new customers but 40% of their

customers defect every year this has made bussines extremely difficult for them. Not only

do they have to replace the defected 40% but also add more to show some growth.

Another example of expensive customer service is in the banking industry. Most

customers cost more than the returns on their deposits. Banks are figuring out how to

serve their more valuable customers and retain them and cut the cost of serving the less

valuable ones. CRM deployment is exorbitant and prohibitive for a small company.

CUSTOMER RETAINTION

There are various components of CRM like customer information, sales, Marketing

trends and marketing efficacy that acted in tandem to improve relationship between ICICI

and its consumers. ICICI captured customer data and analyzed them while dealing with

customers at these very touch points. A CRM solution from Siebel was implemented for

the Automation of customer handling in all key retail products of the Group. The solution

allows Customer service agents to track all customer complaints and requests. It also

allows target setting and centralized tracking of turnaround times for request fulfillment.

The solution went live in phases during fiscal 2002. The Bank has also undertaken a retail

data warehouse initiative to achieve customer integration at the back-office. This central

view of the total customer relationship is being used extensively for identifying

opportunities to cross-sell new products and services to the existing customer base. Its

technology strategy emphasizes enhanced level of customer services through 24x7

availability, multi-channel banking and straight through processing, and cost efficiency

through optimal use of electronic channels, wider and focused market reach and

opportunities for cross-selling.

The company offers the person the customized product. Moreover, they also practice a

concept called cross- selling over here. Cross – selling refers to offering another product

from the service offering of the bank to the customer which he has not gone for. Example

if customer has saving account with the bank then we offer him loan, insurance and other

investments.

RELATIONSHIP MANAGEMENT:-

Know Your Customer:

Know Your Customer is about understanding your individual customer's value and needs.

This understanding comes only from collecting information that customers provide in

their interactions with your company, and developing a 360-degree view of customer

behavior across all touch points. As you begin a dialogue with individual customers, you

create a learning relationship with your customers; each interaction becomes an

opportunity to build and extend your relationship with that customer. The more extensive

the learning relationship, the more invested the customer becomes in the relationship and

the more difficult it will be for the customer to switch to a competitor.

The bank collects all the information about the customers for processing. ICICI bank

has mainly 4 service offerings viz: loan account, saving account, current account and

fixed deposits. Moreover, the bank has many customers in each category. So, they collect

the data on one server and thus the company gets the personalized information on each

customer by asking them to fill the information in customer application form. After the

collection of the personalized information on every customer, the department checks out

the value of the relationship with each and every customer. Later, they decide how to

approach the customer for knowing what his needs and wants are? After this is done, the

company offers him the customized product.

Reach Your Customer:

Reach Your Customer is about reaching the right customers with the right offer at the

right time through the right channel. Based on your knowledge of each customer, you are

able to reach specific customers with targeted offers, information, products, and services.

You reach each customer with a personalized message based on his or her needs,

behaviors, and value.

Grow Your Customer:

Grow Your Customer refers to your company's ability to effectively execute Marketing

strategies based on your knowledge of customer share and customer lifetime value. You

must use scarce investment dollars to target your efforts to your best, most valuable

customers. Increasing the total value of your customer base by retaining and growing

your best customers, is significantly less expensive than trying to generate the same

amount of value by acquiring new customers. Focusing on your best customers requires

you to re-examine and re-allocate total Marketing and sales investments from less

profitable customers and the acquisition of new customers.

CRM TO E-CRM

The rules of the game have changed for CRM. Customer demand for increased value,

greater convenience, and more control over products and services, along with heightened

pressure from competitors, have increased customer acquisition costs and decreased

customer and brand loyalty. At the same time, advancements in technology have enabled

the cost-effective distribution of huge amounts of customer data, the delivery of

customized products, and the efficient use of interactive channels. These technology

developments are creating major opportunities to collect and use customer information to

gain a better understanding of customer needs and to strengthen customer relationships.

To take advantage of these opportunities and address the escalating demands of

customers, companies are shifting the focus of their efforts to adopt a customer-centric

approach. Product excellence, innovation, and operational efficiency are still important;

however, successful companies are building on these existing business strengths as they

shift their attention to their customers. E-CRM refers to the set of activities that enable a

firm to utilize the power of the Internet and the

electronic medium to implement CRM. Firms all around the world have realized the

potential of the Internet as a medium for CRM and have been actively pursuing e-CRM

strategies.

A complete e-CRM architecture would comprise of the following components

1. Sales Force Automation (SFA)

2. E-Mail Management System (EMS)

3. Interactive Voice Response (IVR)

4. Knowledge Management (KM)

5. Call Centers

6. Instant online querying through Chat

Managing a full range of customer relationship involves two related objectives

1. Provide the firm and its customer-dealing personnel, a complete singular view of each

and every customer.

2. To provide the customer with the same singular uniform level of service in every

interaction with the company through every channel.

TELEPHONIC INTERVIEW WITH SR. RELATIONSHIP MANAGER

AT ICICI BANK,SECTOR 14, GURGAON

Asis: Good evening Mr.Tushar Rawat

Mr. Tushar: Good evening Asis.

Asis: Is it the right time to talk? We need your help regarding CRM Processes at ICICI.

Mr. Tushar: Sure Asis, Tell me how can I help you?

Asis: Can you just brief us regarding CRM process of ICICI bank?

Mr. Tushar: CRM at ICICI is an extensive process which involves communication with

existing customers and prospective customers. There are multiple channels through

which we communicate with customers to carry out customer management process. We

use different software‟s to carry out this process.

Asis: We have also heard that ICICI Bank is the number one bank in India in customer

relationship management. What is ICICI doing different than other banks?

Mr. Tushar: We use latest software to understand our customers, their demographics and

needs. We try to provide them customized products as per their requirements. You must

be aware of different credit card schemes provided by us to customers.

Asis: CRM is the activity done at various levels of the organization, how does ICICI

implement it?

Mr. Tushar: Implementation part is done by Top management and I am not aware of the

whole process. I can just tell you that “GAP analysis “is done before we embark on CRM

implementation.

Asis: Thank you very much Ms Devadas.

Mr. Tushar: You‟re welcome Suvobrata. Feel free to contact if you need further

assistance. Have a nice day.

Reference:

Mr. Tushar Kumar Rawat(Sr. Relationship Manager - Gurgaon)

Tushar.kumar@icicibank.com

ICICI Bank Limited

Sector -14

Gurgaon,

Haryana-12202

Mobile-0

The ease with which we could approach to this employee itself speaks volumes about the

ICICI culture and its customer centric approach.

CONCLUSION AND RECOMMENDATION

Thus, we see that a focused and customer centric approach helped ICICI Bank become #

2 bank in India (till recently, as PNB has taken over it as the No 2 bank in India now).

ICICI has used CRM not only as a tool but also as a strategy to gain competitive

advantage over other new generation private banks. It has invested a lot in ICT and

spared no pains in giving best to the customers. Its multi-pronged approach towards

managing customer relationship is paying dividends constantly and as a result we see

millions of happy satisfied customers determined to make it one of the most successful

banks in India.

Thus after grabbing details of CRM in ICICI bank we can say that ICICI bank is well

ahead of other banks as far as Customer Relationship Management is concern. However

at the same time keeping intense completion in to account, ICICI bank should involve

technology more in CRM in terms of Mobile Banking, Competitive products and

Services to all the segments.

Reference

TEXT BOOK :

Tushar Kumar Rawat

(Sr.RM,ICICI,GURGAON)

www.hoovers.com

www.icici.com