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A case-study-of


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  • 1. By –Manjindersingh
    CRM in Banking – A case study of ICICI Bank
  • 4. About ICICI
     India's largest private sector bankand second largest overall in terms of assets.
    Total assets of Rs. 3,562.28 billion (US$ 77 billion) 
    Profit after tax Rs. 30.19 billion (US$ 648.8 million)2009
    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
  • 5. ICICI Bank offers a wide range of banking products and financial services to corporate and retail customers.
    Successful due to their CRM Strategies and different CRM initiatives.
    Their CRM activities helped them making customers loyal.
  • 6. Why CRM – The Changing Environment
    Increased Competition
    Growth of Product
    Diminishing Margins
  • 7. CRM Strategies
    Key drivers of customer loyalty:-
    Positive staff attitude
    Honesty integrity and reliability
    Proactive Advice
    Consistent delivery of superiority quality service
    After sale service
    A effective complaints resolution policy
  • 8. ICICI use three steps to build customer relationship
    Determine mutually satisfying goals between organization and customers.
    Establish and maintain customer relationship.
    Produce positive feelings in the organization and the customers.
  • 9. Steps minimizing the work regarding adoption of CRM strategy-:
    Identification of proper CRM initiatives
    Implementing adequate technologies in order to assist CRM initiative
    Setting standards (targets) for each initiative and each person involved in that circle
    Evaluating actual performance with the standard or benchmark
    Taking corrective actions to improve deviations
  • 10. Steps followed in implementing CRM
    Identify CRM initiatives with reference to the attained (such as increased no. of customers.)
    Setting measurable targets for each initiative in terms of growth in profits , no. of customers
    Evaluating and choosing the appropriate CRM package that will help the company achieve its CRM goal ( A comparison of pay-offs against investment could be carried out during the evaluation exercise.)
  • 11. Benefits of effective CRM
    • Reduced costs, because the right things are being done (ie., effective and efficient operation)
    • 12. Increased customer satisfaction, because they are getting exactly what they want
    • 13. Ensuring that the focus of the organization is external
    • 14. Growth in numbers of customers
    • 15. Maximisation of opportunities (eg., increased services, referrals, etc.)
    • 16. Increased access to a source of market and competitor information
    • 17. long term profitability and sustainability
  • ICICI Bank’s CRM initiative
    Mobile ATMs
    Bulk Deposits
    ATMs for the visually challenged
    Other services through ATMs
    • Prepaid mobile recharge
    • 18. Buying and renewing internet packs
    • 19. Mutual Fund transaction
    • 20. Bill Payments
    5. Mobile phone as virtual Wallet
  • 21. Customer touch points.
    Customer feedback and actions on these feedbacks.
    Telephonic awareness regarding new services.
    Latest ads.
    Warm wishes to customers on different festivals.
  • 22. Use of CRM in ICICI Banking
    Targeting Customers
    Sales reference Material
    Consistent interface with customers
  • 23. Benefits of CRM
    Customer’s usage pattern
    New product development
    Central data management
  • 24. conclusion
    Customer Relationship Management is concerned with attracting, maintaining and enhancing customer relationship. CRM enables the marketer to estimate the customer’s sentiments and buying intentions so that the customer can be provided with products and services before they starts demanding. Customers are the backbone of any kind of business activities, maintaining relationship with them yield better result.