Sales & Marketing
-Case Study on Axis Bank
Finance & Accounting
-Case Study on SBI
-Case Study on SBI & ICICI Bank
Customer Relationship Management
-Case Study on ICICI Bank
Axis Bank (Formerly known as UTI) was one of the few
private banks to have began operations in 1994
The Bank was promoted jointly by the Administrator of
the specified undertaking of the Unit Trust of India (UTI)
Life Insurance Corporation of India (LIC).
General Insurance Corporation Ltd (GIC).
National Insurance Company Ltd.
The New India Assurance Company.
The Oriental Insurance Corporation.
United Insurance Company Ltd.
Incorporated as UTI Bank, headquartered in Mumbai
Registered office at Ahmedabad
Mumbai, Jul 30 2007 : UTI Bank rechristened itself as
The Bank has a network of more than 896 branches and
One of the largest ATM networks in the country with over
• Implemented a new derivatives system-- Summit FT with
the help of global financial applications provider – Misys.
• Provides ability to structure derivative products in real
time and give a single view of the entire transaction to the
• The bank hopes to leverage the ability to rationalize its
currently dispersed functions to provide a single view of
every transaction to customers.
Apart from creating a new derivatives product, it
also helps from a regulatory compliance standpoint.
RBI favors transparent online systems that can
track every transaction and report it exactly as it is.
An automated system removes this anomaly and
improve compliance to a great extent.
SUNTEC’S TOOL FOR AXIS BANK
AXIS Bank Chose SunTec Business Solutions software
to centralize and streamline the bank’s pricing and billing
Implemented a solution that helps Axis Bank create
personalized product packages and manage fee billing
for payment and cash management, while having a
unified view of its customers.
Axis Bank is SunTec’s second banking services client in
India, after ICICI Bank.
• Pyxis systems has provided AXIS bank its RisKompass
as the software solution for financial derivatives risk
• It enables clients to manage derivative trades in a
further controlled way from the front to back office.
• Automated system that can be accessed by anyone on
the different locations of the bank.
• Smoother deal processing, with verifying and online risk
• The system is user friendly, and the software offers good
portfolio management features.
Atom Technologies, A Subsidiary Of The Bse-listed
Financial Technologies (India) Ltd (FTIL), Which
Runs The Multi Commodity Exchange Of India Has
Innovated A Technology, Which Enables Mobile
Electronic Clearing Service (ECS Credit) .
Real Time Gross Settlement (RTGS).
EBS (E-Billing Solutions):
• It is the Merchant Account providing company
partnered with Axis Bank.
• Visualizes you how to become more competitive and
help you to make the changes to your online payment
processing for risk free business.
• EBS "Payment Gateway" is specifically designed to
accommodate the increasing demand by e-commerce
companies for sophisticated payment solutions to tap
the enormous opportunities for global Internet
Played a vital role in growth of organization
To retain a competitive edge, the Bank's technology
infrastructure is continuously upgraded
Use of technology-
first among Indian banks in submitting
centralised Return for foreign exchange
first bank in the India to market EMV chip
embedded Debit Platinum, Travel Currency
and Credit Platinum cards
BENEFITS OF USING TECHNOLOGICAL
Extensive Network .
Centralized Service Desk.
Comprehensive MIS .
Mobile Alert Service.
with a study on the information systems used in
State Bank of India (SBI)
It is the principal way of organizing and
reporting financial information. It has been
called the “language of business.”
To that end, an accounting system is used
to identify, analyze, measure, record,
summarize, and communicate relevant
economic information to interested parties.
An Information system is a framework in which
data is collected, processed, controlled and
managed through stages in order to provide
information to users.
It evolves over time and becomes more
formalized as a firm grows and becomes more
complex. It can be a manual or computerized
Firms depend on information systems in order
to survive and stay competitive.
F & A INFORMATION SYSTEMS
An Accounting Information System is a unified
structure that employs physical resources and
components to transform economic data into
accounting information for external and internal
Processor(s): Manual or Computerized
Data Base(s): Data Repositories
Procedures: Manual or Computerized
Systems are almost always composed of smaller
subsystems, each performing a specific function
supportive of the larger system.
Capital Markets & Treasury Collateral
General Ledger Accounting
Loans & Mortgages
Single Comprehensive View
Real Time Integration of all Offices
Software Used: TCS (FNS) B@NCS: 2000
Vendor: Tata Consultancy Services (TCS)
TCS – B@NCS 2000 ARCHITECTURE
Based on Service Oriented Architecture (SOA)
Effortless Integration of other modules.
Transaction status control
Calculation of fees, foreign exchange equivalents &
Production of various documents
Software Used: Eximbills Enterprise
Vendor: China Systems Corporation
EXIMBILLS ENTERPRISE ARCHITECTURE
Based on J2EE technology
Hardware independent & browser based
Supports a variety of 3rd-party RDBMS
CAPITAL MARKETS & TREASURY COLLATERAL
Consists of two major sub-modules:
Software Used: MX – 3
Vendor: Murex SAS
MX – 3 ARCHITECTURE
Based on integrated platforms technology
Access through various clients based on APIs
based on XMLs
Expanded capability using Dot Three Extension
Work-flow management solutions relating to
currency & derivatives operations
All operations in real time
Capabilities to handle all forex products
Software Used: Mercury – FX
Vendor: Credence Analytics India Pvt. Ltd.
MERCURY – FX ARCHITECTURE
Browser based solution
Adaptable & Compatible to help keep pace with business
GENERAL LEDGER ACCOUNTING
Acts as “facilitation”
Recording, analyzing & summarizing financial data
Monitoring of company’s financial health
Software Used: FinnOne – GL
Vendor: Nucleus Software Exports Ltd.
FINNONE – GL ARCHITECTURE
Uses Object Management Group (OMG)
Model Driven Archicture
Core processes & functions carried out by
specifically constructed & programmed programs
Extensive compatibility with various modular
BENEFITS FOR SBI
Major customer satisfaction
Improved product offering
Growth in business per employee by over 250% in
the last 5 years
CONS – F & A INFORMATION SYSTEMS
Lack of traditional forensic evidence
Imperative to involve accounting professionals
Adherence to high quality standards
WHAT IS HUMAN RESOURCE
The systems and processes involving Human Resource
Management and Information technology comprise the Human
Resource Management System (HRMS).
EVOLUTION OF INFORMATION SYSTEMS
Transaction Processing (e.g. payroll)
Management Information Systems (e.g. daily &
monthly absenteeism summary)
Decision Support Systems (e.g. How many
employees should we hire?)
KEY ACTIVITIES OF HRMS
Human Resource Planning
Human Resource Policies
Salary and Benefit Administration
Recruitment, Selection and Orientation
Training and Staff Development
Communications and Counselling
(Calc. Net pay)
AN HRMS EXAMPLE
(Is paycheck accurate?)
MAKE VS. BUY?
- Cheaper, cost spread across many buyers
- Quicker development;
- Can easily evaluate to determine if
- Unlikely to meet all of organization’s
- Low distinctiveness
- Many vendors/products to sort through
- Lack of control in any updates/changes
- Greater control; quickly adapt to changes
- Unique needs addressed
- Distinctiveness High
- High Maintenance “burning platform”
- Long development timeline
- Poorly documented/Brain drain
- Greater Staffing Reqs. (IS personnel)
STATE BANK OF INDIA - HRMS
o Manual systems to manage around 3.7 lakh employees in 15000
branches across 32 countries.
o SBI is among the top hundred banks globally and is the only
Indian Bank in the Top 100.
o The Bank is in 200th Year of business and has made profit for all
o State Bank of India and its seven Associate Banks have already
developed group synergy in areas like Real Time On-line
Banking, ATM, Treasury and other IT areas. The proposed HRMS
Solution would further integrate the Human Resources
operations across the group uniformly.
o SAP™ ERP
ICICI BANK - HRMS
Various manual and partly automated systems for managing
the HR lifecycle
Automated the complete HR life cycle of 36000 employees in
one system which is 24x7 and has an uptime of almost
Provision for handling the expected 2.7 lakh resumes in the
next financial year.
HRMS BENEFITS REALIZED
(VERSUS MANUAL SYSTEM)
More efficient recruiting.
Better coordination of staffing resources.
Faster, more consistent screening of applicants.
Quicker, higher quality hiring decisions.
Perhaps the best
Return On Investment
an organization will realize
is the investment in their
A final word…
Customer relationship management
(CRM) is a business strategy to acquire
and manage the most valuable
CRM requires a customer-centric
business philosophy and culture to
support effective marketing, sales and
CRM applications can enable effective
customer relationship management,
provided that an enterprise has the right
leadership, strategy and culture.
Customer complaints are the schoolbooks from which we learn.
This diagram shows how the implementation of CRM enables customers
to be connected to front and back office and possible third parties.
CRM helps businesses use technology & HR gain insight
into the behaviour of customers & the value them.
Provides better customer service, make call centers more
efficient, cross sell products more effectively, help sales
staff close deals faster, simplify marketing and sales
processes, discover new customers, and increase customer
Banks must look into all of the different ways information
about customers comes into a business, where and how
this data is stored and how it is currently used.
Provide product information, product use information, and technical
assistance on websites that are accessible 24 hours a day, 7 days a
Identify how each individual customer defines quality, and then design
a service strategy for each customer based on these individual
requirements and expectations.
Use internet cookies to track customer interests and personalize product
Provide a fast mechanism for managing and scheduling maintenance,
repair, and ongoing support (improve efficiency and effectiveness).
Be everywhere, do everything, and never fail to astonish the customer.
Flow of Information in an Organization is shown in
Established in 1994, ICICI Bank is today the second largest bank in
India and among the top 150 in the world.
It currently has assets of over US$ 79 billion and a market capitalization
of US$ 9 billion and services over 14 million customers through a
network of about 950 branches, 3300 ATM's and a 3200 seat call center
(as of 2007).
ICICI Bank adds 300,000 customers a month, which is among the
highest in the world.
The hallmark of this exponential growth is ICICI Bank’s unwavering
focus on technology.
Customer service is awareness of needs, problems, fears and aspirations.
FCRM- Finacle Customer
The software used by ICICI Bank is FCRM i.e.
Finacle Customer Relationship Management which
is a part of the Finacle suite of products from
It is a tool to enable Customer Relationship
The name is derived from Finacle Core Banking
that is used as the main product processor for
liability products and banking transactions.
Finacle CRM aggregates customer information
from all our major products - Liability products/
Deposits, Credit Cards, Loans and others.
Common sense if of paramount importance in business and customer service.
As the financial market system is questioned and people are seeking
for alternative way of doing business, FCRM has been effective to
the ICICI Bank in the following way:
Communicating with the customers.
Checking unusual movements on the account.
Providing tremendous opportunities to their clients.
Managing customer's questions flow.
Secure the banks business models .
Customers are an investment. Maximize your return.
Personalized Sales Home Page
Operational Inefficiency Removal
Good leaders must first become good servants.
Underwent a phase of organic and
Number of transaction boosted from
400,000 transactions a day, in 2000 to
nearly 2.1 million, by 2005.
Associated growth rate increased 5.5
Process 0.27 million cheques, per day.
Number of concurrent users managed
Moved over 70% of routine banking
transaction from branches to other
Do what you do so well that they will want to see it again and bring their friends.
Increases customer acquisition.
Decreases cost and internal issues.
Increases revenue and hence profitability.
Increases morale of the employees.
Increases creativity and hence makes a path for innovation.
Increases customer satisfaction.
Decreases errors and time loss.
Decreases customer’s complaints.
Increases customer loyalty.
Customers don’t expect you to be perfect. They do expect you to fix things when
they go wrong.
Banks that are not improving their relationships
with customers are gambling with the future of
Focus on adding value to customers, not
efficiency or control-oriented imitations.
If it weren’t for the Internet, there wouldn’t be
CRM as we know it today.
There is only one boss. The customer. And he can fire everybody in the company
from the chairman on down, simply by spending his money somewhere else.