Abhinav singh axis bank summer internship customer service department at axis bank and digital journey of axis bank

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APJ Abdul Kalam Technical University
(AKTU)
Science and Technology Entrepreneurs Park
Harcourt Butler Technological Institute, Kanpur
(STEP-HBTI)
A
Summer Internship Report
ON
“Customer Service Department at Axis
Bank and Digital Journey of Axis Bank”
As part of the requirement for MBA Programme
Course Code: 08
Internship Employer
Axis Bank Limited, Mahmoorganj Branch
Work Supervisor: Dr. YOGESH PURI
Submitted by-
Mr. Abhinav Singh, Step-Hbti (MBA)
Enrollment No-181817027869
SUBMITTED TO:
Dr.Yogesh Puri
(Project Evaluator)

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TO WHOMSOEVER IT MAY CONCERN
This is to certify that ABHINAV SINGH is bonafide students of Masters in Business
Administration, (2018-2020) in Science and Technology Entrepreneurs Park -Harcourt
Butler Technological Institute, Kanpur with dual specialization in MARKETING &
FINANCE affiliated to Dr. A.P.J. Abdul Kalam Technical University has successfully
completed the SUMMER INTERNSHIP PROJECT WORK entitled as “Customer Service
Department at Axis Bank and Digital Journey of Axis Bank”.
This study is done under the guidance of the undersigned for the partial fulfillment of the
requirement of Master of Business Administration.
I hereby certify his work excellent/good/satisfactory to the best of my knowledge. I wish all
the best future ahead.
Mentor: Dr. Yogesh Puri
(Associate Professor)

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PREFACE
As per the curricular of STEP-HBTI affiliated to APJ Abdul Kalam Technical University,
I was assigned to undergo an internship report in an organization during the last semester
of the program after a proper study in the required field.
To conduct this study, I choose Axis Bank (ABL), earlier known as UTI. During the period
of this study, I tried to discover as much as possible about customer services on Customer
Service Department and conducted a research on “Customer Service Department at Axis
Bank” and “Digital Journey Of Axis Bank”.
The purpose of this project work was to relate the theoretical knowledge acquired in our
academic period in a real life situation and gain the practical knowledge as well as
experience. The project also had an intension to help me understand, analyze and present
the basic practices in the Indians commercial bank. It also helped me to gain an insight of
various players in the banking sector and helped to analyze the industry as a whole.

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SIGNATURE PAGE
I/We certify that I/We have read this document and in my/our opinion, it is satisfactory in
scope and quality as internship program in partial fulfillment for MBA Course held at
STEP-HBTI Kanpur, APJ Abdul Kalam Technical University during the summer of 2019.
(Signature)
Project Evaluator
STEP-HBTI (M

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DECLARATION
I, the undersigned declare that this project entitled is a result of my own study and research
carried out in the year 2019. It has not been previously submitted to any other Universities
or Examination.
Signature:
Mr. Abhinav Singh
MBA 2018-2020
STEP-HBTI (MBA) Kanpur

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ACKNOWLEDGEMENT
I express my immense feeling to those people and institutions that have throughout
extended their help in various ways in order to complete this project.
I am greatly obliged to thank and express my gratitude to APJ Abdul Kalam Technical
University for designing such a curriculum which allows the student to acquire as well as
enhance knowledge of real work setting through internship.
I am even thankful to Axis Bank’s Head Office, Mahmoorganj Branch, for accepting me
as intern and giving me the opportunity to learn more. My special thanks to Senior Manager
of Human Resources Lucknow, Mr. Vipul Chawla, for accepting my letter of request to
work at Axis Bank.
I am indebted to Mr. AMIT MISHRA, Mahmoorganj Branch Manager, who supervised
me during the period of internship. I would also like to thank to personnel of different
departments, especially Mr. SIDDHARTH SINGH, Mr. MANOJ SRIVASTAVA, Ms.
SHIVANGI SRIVASTAVA, Mr. RITESH TIWARI and Ms. JYOTI SRIVASTAVA.
At the same time, I am also grateful to all those who guided me and helped me in getting
an insight into the functioning of different departments.
I would even like to specially thank STEP-HBTI. My, special thanks to Principal Mr.
ASHISH TRIVEDI and my Mentor Mr. YOGESH PURI for always guiding me.
Last but not least; I would like to thank Mr. RAGHVENDRA SINGH and Mrs. MANISHA
SINGH and everyone who has directly or indirectly helped me in this project.

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Executive Summary
Axis Bank today offers the widest range of personal banking solutions and is a tough
leader in the retail banking space. Apart from a strong technology that supports the Bank’s
electronic service delivery systems such as the internet banking, mobile banking (mobile
money) and ATMs.
The mission statement of the company is stated as “Axis Bank is committed to excellence
in delivery of entire gamut of financial services in order to achieve sound business growth
and maximize stake holder values by embracing team spirit, progressive technology and
good corporate governance.”
With a view to providing safe, seamless, quick and advance banking services, the bank has
been heavily investing in contemporary banking technologies.
The bank is concerned with rendering quick and prompt banking services to the customers,
to make a qualitative lending in the Indian market to support all kinds of businesses
including personal needs of the Indian citizens. There are around four hundred staff
members, who are working for Axis Bank. The bank focuses on providing customer service
and extends personalized service to gain confidence of the customers who are still deprived
of basic banking service. Throughout my Internship tenure, I had worked under Customer
Service Department at Mahmoorganj Branch.
I choose to perform my internship at banking industry to better understand the role of
banks in the economy. Through the environment analysis, banking industry is only one of
the major industries, which is able to place as a strong investment sector despite of large
competitor base.
Internship at Axis Bank for 1.5 months has been one of the most significant internship
experiences. Although it’s my first internship, it has helped me to analyze my internal

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strength and weakness and developed me professionally. During this internship I worked
mainly on two projects one is on Customer Service Department at Axis Bank and
another is on Digital Journey Of Axis Bank. This project helps me to mould myself with
real world scenario. With continuous hard work and effort at CSD I was able to develop
good relationship with Axis Bank staffs and management as well as with unknown faces.
This experience taught me importance of personal relationship and consequently, helped
to develop interpersonal relationship skills.

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LIST OF ACRONYMS
List of Abbreviation
ACRONYMS FULL FORM
QIPs Qualified institutional placement
AMB Average monthly balance
TCDC Travel currency cards
FFMC Full-fledged moneychangers
NAV Net asset value
AMC Asset management companies
NSDL National securities depository limited
AOF Account opening form
PMSBY Pradhan Mantri suraksha bima yojna
PMJJBY Pradhan Mantri Jeevan jyoti bima yojna
APY Atal pension yojna
NSSO National sample survey organization
GOL Government of India
NPS National pension scheme
PFRDA Pension fund regulatory and development
authority

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LIST OF ABBREVIATION
CSD – Customer Service Department
BOD – Board of Director
ATM – Automated Teller Machine
GM – General Manager
BM – Branch Manager
STEP-HBTI- Science And Technology Entrepreneur Park Harcourt Butler Technological
Institute
ABL- Axis Bank Limited.
SWOT – Strengths, Weaknesses, Opportunities and Threats
GDP – Gross Domestic Product
CSR – Corporate Social Relationship
IFAS – Internal Factor Analysis
EFAS – External Factor Analysis
SFAS – Strategic Factor Analysis
P/L – Profit and Loss

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Table of Contents
Part One
INTRODUCTION
1. Background
2. Goal/Objectives of Internship
3. Roles/Jobs performed in the Internship
4. Roles/Jobs of departmental head/Intern’s Supervisor
Page No.
Section I
Part Two
INTRODUCTION OF INDUSTRY & COMPANY
1. Introduction of the Company
2. Mission/Purpose/Objectives/Goals of the Company
3. Organizational Strategies
4. Major products of the Company
5. Organizational structure
Section II
1. Organization’s General and Competitive Environment

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Part Three
PRESENTATION OF MAJOR PROJECT/S UNDERTAKEN
Section I: Introduction
Project A
1. Introduction of the Project
2. Objectives of the Project
3. Scope and Limitations of theProject
Project B
2. Objectives of the Project
3. Scope and Limitations of the Project
Section II: Conceptual Framework
1. Review of related Literature
Section III: Methodology
1. The Methodology and Procedure of Project/s
Section IV: Presentation and Analysis of the Project/s
1. Analysis of the Project
2. Findings from the Analysis of the Project
Section V: Conclusions
1. Project/s specific Conclusion
2. Suggestions

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References
Appendix
Part Four
REFLECTION OF INTERNSHIP

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List of Tables
Table 1: Top Commercial Bank in India
Table 2: Competitive Analysis in terms of Product and Services offered
Table 3: Methodology undertaken
Table 4: Distribution of Questionnaire
Table 5: Household Survey using Internet and different Service Provider

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List of Figures
Figure 1: Process of Deposit
Figure 2: Process of Payment
Figure 3: Credit Process
Figure 4: Major Functions of Commercial Banks
Figure 5: Ownership Structure
Figure 6: Organizational Axis Bank
Figure 7: Environmental Analysis
Figure 8: Porter’s Analysis
Figure 9: Conceptual Framework
Figure 10: Classification According to Gender
Figure 11: Classification According to Age
Figure 12: Classification According to Occupation
Figure 13: Ranking the Customer Service
Figure 14: Satisfaction Level of Customers
Figure 15: Requirement for Extra Facility
Figure 16: Reason for using Axis Bank
Services
Figure 17: Selective Service Requirement
Figure 18: Deposit Account Possessed to other bank by AXIS Bank
Customers Figure
19: Product mostly used

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GANTT CHART
SN Task 26th June July-9thAugust
1 Reviewing bank profile, introduction with
supervisor and various department, work on
various department and did marketing
2 Literature review, field visit and secondary
data collection
3 Focus group discussion
4 Questionnaire preparation and review
5 Questionnaire distribution and data
collection
6 Data entry and analysis
7 Writing report and presenting it to BM
8 Report writing of overall internship
9 Finalizing internship report

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Part One
INTRODUCTION
1. BACKGROUND
STEP-HBTI KANPUR affiliated to APJ Abdul Kalam Technical University have set up
Internship Program under which the students are required to involve in one of the
established organization as Interns and prepare internship report by working there. This
report is a part of the postgraduate program under APJ Abdul Kalam Technical University
which offers management internship to the students pursuing MBA in the eighth semester.
The internship is an eight week program designed to provide students an opportunity for a
meaningful career-related experience in a real organizational setting before they graduate.
It gives the students an opportunity to practice and expand their skills and knowledge
learned in the classroom in substantive work situation. In addition, it will help the students
earn credit and increased marketability for the permanent job search while learning more
about a specific field and applying classroom knowledge in a corporate environment.
Bookish knowledge only is not as useful as the knowledge obtained in the real world. This
internship program provides an opportunity to learn in the real work situation and an
experience which can help the students to achieve their goals.
Axis Bank Limited is a financial intermediary who is primarily responsible for the transfer
of monetary resources from the net savers to the net users. It is committed to fulfill the
financial requirements of the people from different walk of life. Axis bank has head office
and corporate office at Mumbai, this bank provides modern banking facilities in safe and
sound manner. This bank was chosen for the internship purpose because it was founded by
the key economic players of India and I had a keen interest on knowing how it worked
from the very beginning of its establishment. I wanted to learn how the different department
worked and how the employees communicated with the customers. Learning is a greatest
experience one can ever have which can help achieve the dreams of life. I wanted to learn
as much as possible about the bank, and the system by which it works.

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2. GOALS AND OBJECTIVES OF INTERNSHIP
While joining Axis Bank, I wanted to learn as much as possible. I knew that an internship
is an opportunity to learn which helps us put the theories we learnt in the books into
practice. It will help us build our career. It is the period when we will be able to groom
ourselves and become ready to join the real world. During the internship period, I had
planned to achieve the following goals:
• To learn about the overall function of different departments of Axis Bank (ABL)
namely Customer Service Department (CSD), Credit Department and
Operations in brief.
• To learn as much as possible from the members of the bank through good and
friendly relationship.
• To learn about different products of the bank.
• To increase communication skills and interpersonal skills by communicating
with the customers in the CSD.
• To increase the marketing skills by going for marketing with the seniors and
selling the products.
• To increase the PR by knowing different people.
• To conduct a customer satisfaction survey related to the customers’ satisfaction
in terms of different departments to which the customers are directly interacting.
• To find out what the customers’ attitude towards the service provided by the
bank.
• To use the theoretical knowledge from the coursework to conduct survey and
analyze the result.
• To learn more about what happens in the banking sector and compare it to the
theoretical knowledge obtained in the lectures.

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3. ROLES/ JOBS PERFORMED IN INTERNSHIP
I have spent majority of the time in Customer Service Department but the job performed
by me was not limited to CSD. What I believe as an intern I should learn overall functions
of the bank and I did the same. During the internship period, the intern was placed in
various departments and was expected to do the general tasks that are carried out by the
respective employees. In addition, the intern was assigned with various projects to learn
the real work experience. The details of the jobs performed during the internship programs
are as follows:
Customer Service Department
This is the first point of contact between the employee and the customers. This
department is responsible for handling the queries of the customers, selling the
deposit products, issuing the cheque books, account statements, ATM cards,
handling all the A/C opening forms, preparing the remittance form for the customers
and all other general functions.
Roles of the intern:
• Handling the queries of the customers about their accounts and about the
products.
• Suggesting the customers about the bank products and services.
• Helping the customers fill the account opening form and the remittance
form.
• Preparing the cheques and issuing them.
• Issuing the ATM cards.
• Filling the account closing form and destroying the old cheque books and
the ATM cards.

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Operations department
The operations department included the clearing, the teller and the accounts section.
There wasn’t separate department as the clearing department or the accounts
department.
Clearing section
The clearing section is responsible to collect the cheques of the other banks which are
presented by the customers and then present in the Axis bank for the clearing process. They
then collect the cheques of Axis Bank which are brought by other banks.
Role of the intern:
• To enter manually the outward billing cheques (OBC) in the register.
• To maintain the OBC to be taken to the NRB.
Teller
The teller handled all the transactions involving the cash. It carried out the deposits,
withdrawals and transferred the amount from one account to the other.
Role of the intern:
• To learn the general deposit and withdrawal transaction entry in the Flexcube
software
• To sort and bundle thecash.
• To assist the teller when large transactionscome.
• To present the slips of the large transactions to the operation head to clear up the
stacked transactions.

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Accounts
The accounts section is responsible for maintaining the various accounting records of the
bank. It has to maintain the records of the income, expenses, cheques that goes for the
clearing, the issue of manager’s cheque, etc. They have to maintain proper records of the
accounts of the bank at the other banks and issue cheques whenever cash is required at the
teller.
• To assist the accounts section member in entering the transactions of the
salary account.
• To prepare the journal vouchers of the expense.
Credit Department
This is the department which the customers approach when they are in need of loans. The
department is responsible to analyze the customers who apply for the loans. They evaluate
the income flows of the client and also their collateral. This is one of the main departments
in any bank.
• To learn the files of the different types of loan.
• To learn the documentation requirements for the application of the loan and the
procedure that is carried out in any loan process
Due to liquidity crunch in India, Indian Banking has passed a circular that restricts the
process of lending and loan approval. So, to fight with such economy crisis all the
commercial banks started creating new scheme and products to attract deposits. In align
with this; I was approached with the project-“Digital Journey of Axis Bank”

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4. ROLES OF DEPARTMENTAL HEADS AND THE
INTERN SUPERVISOR
Customer Service Officer
CSD is one of the most important departments for reasons that they actually give the
impression to the customers of how the overall company works. People judge a company
looking at the customer service department. Mr. Siddharth Singh And Ms. Shivangi
Srivastava of Mahmoorganj Branch are responsible for the following tasks:
• To maintain good customer relations
• To provide high quality and personalized services to customers
• To entertain the queries of customers regarding various products and information
• To provide prompt service to the external as well as internal customers efficiently
maintaining harmonious relationship with them
• Help the customers open the new accounts in the bank
• Assist the customers through the cumbersome procedure of accoun topening
• Answer the telephone queries
• Check the account balance o fcustomers
• Provide customers with bank statements
• Provide customers with the debit cards
• Assist customers in thee-banking
• To coordinate with operational staff to achieve specified target and overall
objective of bank

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The job purpose of the supervisor of CSD is:
• Provide efficient service to all the customers
• Attract and record deposits from individual customers and companies
Thus, from the responsibilities and job purpose and personally working in the CSD for
about two month, interns got a glimpse of how hectic and how demanding the work at this
department is.
Clearing section
This is the section which collects all the cheques received of the other banks and then goes
to the clearing house for the exchange with the respective banks so that the customers get
their payment amount on time. Ms. Shivangi Srivastava is responsible for following task:
• To collect and enter in the register the outward cheques coming in thebank.
• To enter the outward cheques in the system.
• To ensure that the cheques are properly stamped.
• To go to the clearing house for the exchange.
Teller
The teller is mainly responsible for taking deposits and payment of cash. They are also
responsible for the transfer of funds from one account to another.
The roles of the staff at the teller are as follows:
• Maintain the positive relationship with the customers.
• Accept the cash deposits and make payment of cheques and self withdrawal slip
after verifying the signatures.
• Provide additional services such as payment of remittance, exchanging the foreign
currency,etc.

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• Reconcile timely the amount in the teller with the amount in the cash flow of the
system.
• At the end of the day, list all the transactions for the day and present to the head
for reconciliation.
Figure 1: Process ofDeposit Figure 2: Process of Payment
As the name implies, credit or loan department is responsible for giving different types of
loans to the needy customers. Giving loans is the most risky function of the bank, as there
is no cent percent guarantee that the loan taker repays the loan. So the loan officer needs
to do their homework thoroughly. The major responsibilities of Mr. Siddharth Singh are:
• Check and verify the collateral
• Inspect whether the loan will be recovered within time
• Authenticate if the loan is taken for the actual purpose
• In order to verify if the loan is for actual purpose, site visits are done indifferent
places

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• Progress report is prepared regularly
The credit process is an extensive process which needs a lot of documentation and
evaluation. The credit officers have to do a lot of work and have to be extra careful while
analyzing the credibility of the probable client. The loan process is carried out by the credit
department is shown in the following diagram:
Figure 3: Credit Process
In general, we usually see the tendency of building a house for personal use from the money
that is taken as loan from the bank for the purpose of building a grocery store. This is just
one example of the fraudulent activity that people indulge them into. Thus, the officers of
the loan department need to be alert all the time to see where the money is channeling.
PRE APPROVED CREDIT (LOAN)
This is the credit which is offered to sound and repotated customer without considering collateral it is just
on the basis of turnover and credit worthiness.
Application for loan
Internal memo for
disbursement
Valuation of
property
Property hault Credit memorandum
Debit authority and
Promissory note
Credit committee
approval
Offer letter

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Part Two
INTRODUCTION OF COMPANY
1. Introduction to Commercial Banks
The commercial banks are those banks that pool together the saving of community and
arrange for their productive use. They activate the idle money to the different productive
areas. They supply the financial needs of modern business by various means. Most of the
banks in the world are found established with a view to finance and help in developing
trade, industry and commerce; In fact, commercial banks can be defined according to the
function they perform, like acceptance of deposits, advancing loan, agents, etc.
Figure 4: Major Functions of Commercial Banks
Credit
Function
Insurance
Function
Trust
Function
Brokerage
Function
THE
MODERN
BANK
Investment/
planning
Function
Cash
Manageme
nt Function
Payment
Function
Thrift or
Saving
Function

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Top Commercial Bank in India
With their establishment date, head office and their joint venture partner are as follows:
Table 1: Commercial Banks in India
S.
No
Commercial Banks Established
(BS)
Head Office
1. State Bank of India 01/07/1955 Mumbai
2. ICICI Bank 05/01/1994 Mumbai
3. HDFC Bank 01/08/1994 Mumbai
4. Axis Bank 01/12/1993 Mumbai
5. Kotak Mahindra Bank 01/02/2003 Mumbai
6. IndusInd Bank 01/02/1994 Mumbai
7. Bank of Baroda 20/07/1908 Vadodara
8. Punjab National Bank 19/05/1894 New Delhi
9. YES Bank 24/05/2004 Mumbai
10. IDBI Bank 01/07/1964 Mumbai

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Introduction of Axis Bank Limited
Axis Bank Ltd., the first bank to begin operations as new private banks in 1994 afire the
Government of India allowed new private banks to be established. Axis Bank was jointly
promoted by the Administrator of the specified undertaking of the
Unit Trust of India (UTI-1)
Life Insurance Corporation of India (LIC)
General Insurance Corporation Ltd.
Additionally, with associates National Insurance Company Ltd., The New India Assurance
Company, The Oriental Insurance Corporation and United Insurance Company Ltd.
Axis Bank is the third-largest of the private-sector banks in India offering a comprehensive suite
of financial products.
The bank has its head office in Mumbai, Maharashtra. It has 4050 branches, 11,801 ATMs and
4,917 cash recyclers
spread across the country as of 31 March 2019 and nine international offices. The bank employs
over 55,000 people and
had a market capitalization of ₹1.31 trillion (US$19 billion) (as on 31 March 2018).[2] It sells
financial services to large
and mid-size corporates, SME and retail businesses.

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Hub Bank is the third biggest private part bank in India. Pivot Bank offers the entire range of
money related administrations to client portions covering Large and Mid-Corporates, MSME,
Agriculture and Retail Businesses. The abroad tasks of the Bank are spread over its seven
worldwide workplaces with branches at Singapore, Hong Kong, DIFC (Dubai International
Financial Center), Colombo and Shanghai and delegate workplaces at Dubai and Abu Dhar
With an accounting report size of 6,91,330/ - Cr. as on 31st March 2018, Axis Bank has
accomplished steady development and stable resource quality with a 5-year CAGR (2012-13
to 2017-18) of 15% in Total Assets, 12% in Total Deposits, 17% in Total Advances.
The most recent contributions of the bank alongside Dollar Varian is the Euro and Pound
Sterling variations of the International Travel Currency Card (TCDC Card). The Travel
Currency Card is a mark based prepaid travel card which empowers traveler's global
access to their Money in neighborhood cash of the meeting province in a sheltered and helpful
way. The Bank has qualities in both retail and corporate managing an account and is focused
on embracing the best business rehearses internationally in request to accomplish perfection.
Axis Bank Limited
Badhti Ka Naam Zindagi
Type-Public
Traded as:-
BSE: 532215
LSE: AXBC
NSE: AXISBANK
Industry
Banking, Financial services
Founded:-1993; 26 years ago
Headquarters:-Mumbai, Maharashtra, India
Number of locations:-4000 branches (March 2019)
Area served:-Worldwide

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Key people:-Shri Rakesh Makhija (Chairman)
Amitabh Chaudhary (MD & CEO)
Products:-
Retail banking, corporate banking, investment banking, mortgage loans, private banking, wealth
management, credit cards, finance and insurance
Revenue:-
₹68,116 crore (US$9.9 billion) (2019)
Operating income
₹19,005 crore (US$2.7 billion) (2019)
Net income
₹4,677 crore (US$680 million) (2019)
Total assets
₹800,997 crore (US$120 billion) (2019)
Number of employees:-61,940 (2019)
Website:-www.axisbank.com

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HUMAN RESOURCE DEPARTMENT
"Human Resource Management work that enables administrators to enroll, select, prepare and
create individuals for an association. Clearly, HRM is worried about the general population's
measurement in associations.
Work power of an Organization is a standout amongst the most imperative contributions of
segments. It is said that individuals are our single most critical resources. Because of the
interesting significance of HUMAN RESOURCE and its multifaceted nature because of
consistently evolving brain science, conduct and demeanors of people at work, in all business
censures, there is one regular component. I.e. Human staff work, i.e., labor administration work
is winding up progressively specific. The staff capacity or framework can be extensively
characterized as the administration of individuals at work administration of administrators and
administration of specialists. Work force work is especially inspired by faculty relationship and
communication of representative’s human relations.
It might be said, administration is work force organization. Administration is the advancement
of individuals, and not minor heading of material assets. Human capital is the best resource of
a business undertaking. The fundamental element of administration is the authority and course
of individuals. Every director of individuals must be his own staff man. Faculty administration
isn't something you truly swing over to work force office staff.
Human Resource planning
This is taken care of by doing the arranging toward the start of consistently. Toward the finish
of the year, the Human Resource division from each Branch gets the necessity for the individual
for entire year. At that point the arranging of enrollment and preparing is finished via preparing
chief and enlisting director which is endorsed from Head for Department.
Recruitment
Enrollment is a procedure of scanning for imminent possibility for the given employment in
the business. As we probably are aware it is imperative for a mechanical worry to have

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productive and powerful staff with right quality and at opportune time and at perfect place
accessible at whatever point they are required. Each association needs worker time by time in
view of advancement or retirement of a representative. For this reason, an association need to
look for the correct competitor. Thus, it needs to energize this kind of right applicants at
whatever point they require.
Training and Development
Preparing goes for expanding the aptitudes, aptitudes and capacities of specialists to perform
employment. It makes representatives more successful and handy. In exhibit dynamic universe
of business preparing is more vital there is an ever-display requirement for preparing men. With
the goal that new and changed systems might be embraced. Another and changed procedure
might be taken as a focal points and change influenced in the old strategies.
Preparing is learning background that looks for generally lasting change in a person that will
enhance his/her capacity to perform at work.
They give "at work" preparing to their representatives in the branch as they select these workers
for offering different results of bank by coordinate promoting. At whatever point they select
new contender for any post, they use to give them at work.
If there should be an occurrence of offers people to appropriate their different items, at the
outset the individual must work under the perception of his senior then they should go in market
to have their own understanding.
The ideal opportunity for preparing program for the applicant is depends up on the significant
position of his work region. They additionally give preparing identified with client care and
correspondence.
Employee Remuneration and Incentive Payments
Compensation is the remuneration a representative gets as an end-result of his/her commitment
to the association. Compensation possesses a noticeable place in the life of a worker. At AXIS,
compensation of a worker involves — wages and pay, motivating forces.

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Wages and Salary
Aside from different impetuses and advantages, the work force is remunerated just as far as
wages and pay rates. A legitimate remuneration as far as this is fundamental for inspiration
representatives for their persistent enhanced execution. For this, it is required that wages and
pay rates are given well by association.
Wages and pay alludes to the foundation and usage of sound strategies and practices of
representative's remuneration. A wage and pay are the compensation paid for the administration
of work underway intermittently to a worker. The bank is in benefit industry, so the
compensation is given on month to month premise. They used to procure certain sales
representative on commission base and they are given their pay rates on commission base.
While other lasting staff are being given month to month pay rates. As AXIS bank is rumored
bank in showcase the compensation scale is according to the standard.
Deals officials are being given compensation of 6000 to 8000 every month. While deals
officer's compensation ranges from 15000 to 18000 every month. Pivot bank is additionally
giving appealing impetuses according to the objective. The compensation of branch
administrator is around 35000 every month.
Incentive
In AXIS, representatives get motivating forces considering the objective given to every worker
and their zone of work. They have built up the motivation structure for the workers in view of
point framework. Every one of the representatives get the motivating force in the frame money
compensate.
Employees advantage
The representatives of AXIS naturally move toward becoming AXIS bank compensation
account Holders with uncommon advantage and benefits and get moment pay credit. The
advantage incorporates worldwide check card, corporate card with singular obligation (CCIL),
access to telephone saving money and web managing an account, demit records, and host of

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different administrations to supplement their investment account. Here are a portion of the
highlights of AXIS Bank's compensation account.
Disputes and their determination
Question are normal in association. By and by, debate principally identify with the objective
simply because if any worker isn't accomplishing target he/she won't qualified for impetus
which makes disappointment among them.
Each representative can converse with the leader of the division on the off chance that they
have any issue identified with the activity. Right off the bat, the issue is tackled by the leader
of the division and if the issue does not settle by the leader of that office then it is routed to the
HR Manager.
Performance Appraisal
An association's objectives can be accomplished just when individuals put in their earnest
attempts. Execution examination might be comprehended as the evaluation of a person's
execution methodically. It is characterized as the precise assessment of the person as for his/her
execution at work and his/her potential for advancement.
To evaluate the execution of the worker they have built up a credit framework in view of the
offered focus to the representative.

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MARKETING DEPARTMENT
The exercises of an organization related with purchasing and offering an item or administration.
It incorporates promoting, offering and conveying items to individuals. Individuals who work
in showcasing bureaus of organizations attempt to get the consideration of target groups of
onlookers by utilizing trademarks, bundling outline, big name supports and general media
presentation.
Ajay Kelkar, Head, Marketing, AXIS Bank, said that these activities are particularly focused
at those customers who don't know about the bank's different esteem included administrations,
for example, coordinate managing an account office.
"We will exhibit the benefits of net managing an account and portable keeping money, as these
ideas are generally new to individuals living in littler towns and urban communities," said
Kelkar. The bank has additionally propelled another activity called Business Ki Batten, which
is focused at zones where the greater part of the populace contains little businesspeople. Kelkar
said that the bank would motivate specialists to chat on a few issues, for example, esteem
include assessment and deals charge. Bank can gauge the aftereffect of a battle through the
deals that they produce and the clients that are included. There is a reasonable rate of return,
which from a useful perspective gives the group a more grounded voice. Bank has likewise
possessed the capacity to lessen their promotion spends by around 10-15 for each penny and
has additionally decreased the cost of obtaining Bank's concentration in future is upgrade its
database advertising activities. Bank intend to contribute near Rs 12 crore to make the
condition that is required to help client insight that prompts information-based advertising.
Hub has contracted a broad Customer Lifecycle based advertising effort date-book for this and
the anticipated monetary. Fractal, which spends considerable time in foreseeing the conduct of
the clients in the regions of hazard and advertising, would accomplice AXIS Bank's promoting
group in different activities of developing the retail business rapidly and costviably.
Pivot has been utilizing investigation for taking educated promoting choices. Fractal will
enable the bank to utilize data to achieve new clients and to assemble, support and boost
enduring client connections. Fractal will likewise enable the bank to take care of the issue of
consistently expanding client securing expenses and diminishing client dedication. The
showcasing modified would include obtaining of clients productively by lessening effort costs,

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strategically pitching different resource and risk items to the current clients, consequently,
utilizing the current connections and proactively holding existing clients. Fractal's
examination-based advertising arrangements traverse which the whole lifecycle of client
relationship ideal from client obtaining to client maintenance to client esteem administration,
is relied upon to give AXIS a high ground in understanding the necessities and conditions of
their clients.
Marketing Initiatives Taking by The Bank
Axis Bank is perhaps the main bank in India, and one of the plain few in Asia, to have set out
on an information drove promoting examination crusades activity, utilizing showcasing
robotization innovation gave by Uncia. Uncia has been perceived by Gartner as the main player
in this field. Through this instrument, we have possessed the capacity to brilliantly utilize the
4-5 terabytes of client information accessible in its stockroom. We have set up a group to direct
showcasing efforts in a logical way utilizing client information, use designs, inclinations,
lifecycle, and so on., the bank likewise leads occasion-based promoting.
Media Vehicles Used for Send Message to Reach Target Audience
Axis Bank has been overwhelmingly utilizing direct mailers, messages, and SMS for
conveying our message to our intended interest group as they are the most practical courses
of tending to our center target gatherings of people with greatest level of customization
conceivable.

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FINANCE DEPARTMENT
In this cutting-edge period, it is anything but difficult to know how much vital the back is in
the business. As present position of the market is entirely unexpected from old where it was
anything but difficult to get the back. In any case, now daily it isn't in this way, it is
exceptionally troublesome undertaking to raise reserves from showcase. As today individuals
are confronting parcel of issue and have less certainty available, so it is hard to raise subsidize
without appropriate arranging.
For the bank as it is a Financial Institution we can think about back as backbone of this business.
The organization should figure out how to get adequate back. The organization should use to
keep legitimate making arrangements for the back of its own and of the vast no. of contributors
who are there with the bank. We can characterize financial administration as an errand of
procurement and use of assets required in the business in a way, so associations’ objective can
be accomplished. In AXIS Bank, its CFO and Treasurer deal with the fund. Because of
legitimate approaches and separate administration, the organization can have appropriate
activity of back.
ORGANIZATION OF FINANCIAL ACTIVITIES OF BANK
For the bank fund itself is the item now it's anything but a simple undertaking to deal with this
back. As bank must keep watch on the stores of it’s a vast number of clients and it must deal
with its own substantial budgetary base. As in late it is prominent "No fund no business", for
the bank "Back itself is business". There are assorted kinds of hierarchical structure, for
example, gather association, line association, line and staff association. Hub Bank has line of
specialist and line of expert is vertical i.e. expert goes start to finish and obligation goes from
base to top level administration.
As AXIS Bank is huge organization and it has expansive cliental base, so it is exceptionally
troublesome and muddled to deal with its back in legitimate way. There we need of concrete and
legitimate strategies to have appropriate administration of it.

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The Product and Services of Axis Bank
All the products have been sub-categorized as per the benefits of the products which are as under….
Accounts: -
In this category we have different category such as Savings Account, Current-Accounts, Salary
Accounts, etc. which are sub-categorized.
1. Savings Account:-
Basic saving accounts
Easy access saving accounts
Prime saving accounts
Prime plus saving accounts
Senior privilege saving accounts
Youth account
Trust/NGO account
Pension saving account
Axis priority saving accounts
Insurance agent accounts
Salary account

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2. Current Accounts:-
Normal current accounts
Business advantage current accounts
Business select current account
Business privilege account
Channel one account
Business global current account
Capital market current accounts
Loan:-
1. Home loan:-
Axis Bank offers affordable and Exile housing loans that can turn your dream of owning a
home in to reality.
oFeatures:-
Axis bank offers attractive interest rates that makes customers housing loan affordable.
Customer has an option to choose between the fixed and floating rates as per the market
scenario.
Customer has a facility to transfer their current home loan of other banks to the AXIS Bank
without any problem.
Any query related to home loan or need some help. AXIS Bank Executive will be at your
doorstep.
There are no Pre-Payment charges if customer wants to wave off the loan before maturity.

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o Eligibility Criteria:-
Salaried Individuals
Professionals
Self-employed individuals
2. Personal Loan:-
Be it a dream vacation, child’s education, home renovation or wedding in your family, you can
instantly fulfil your aspirations with Axis Bank Personal loans.
3. Loan against property:-
Apply for Axis Bank's Loan Against Property. Bank gives loan against property be it
commercial or residential or for purchase of new commercial property.
4. Gold loan:-
AXIS Bank gives loan against the Gold Ornaments with the safety of the gold at the bank’s
vaults.
5. Education loan:-
Axis Bank's Education Loan aims to provide the much-needed financial support to deserving
students for pursuing higher professional or technical education in India and abroad. The
education loan would be provided to those students who have obtained admission to career-
oriented courses
e.g. Engineering, management etc., either at the graduate or post-graduate level
Within 15 working days from the date of receipt of application with all the valid documents,
decision will be conveyed by the bank.
6. Cash Credit:-
AXIS Bank offers Cash Credit facilities to meet day-to-day working capital needs. Cash Credit
is provided against the priory security of stock, debtors, other current assets, etc.,

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Investments:-
1. Mutual funds
2. Axis hybrid funds
3. Systematic investments plan(SIP)
4. Axis focus 25
5. Axis multi cap fund
6. Demat account
Insurance:-
1. General insurance
2. Max life guaranteed life time income plan
3. Max life maxis super
4. Fast track plan

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Account Opening:-
A customer’s frown ration with bank starts with Account Opening in AXIS Bank the accounts
of the customers are usually not opened at branches and with such old formalities like forms
&etc.
In axis bank account is going to open with tablet on the spot by sales
person at convenience place of customer and in saving account customer gets cheque book,
atm, and passbook instantly.
Guidelines for opening of Savings Account:-
Account of Resident Individual:-
For accounts of individuals, PAN card, a proof of identity and address as mentioned in Table
is required along with a recent passport size photograph not older than 3 months for saving
account. For joint holder the above documents are required for both, the applicant as well as
joint applicant.
For Foreign nationals on employment or setting up of business, they are eligible to open normal
rupee account with following documents:
Passport with valid visa
Letter from employer/ contract 1etter/ permission from RBI in case of business
Address proof.
Salary Accounts:-
This are the accounts where an employer enters an understanding with the bank for opening
accounts of the employees for their salary to be credited in respective accounts. The KYC
requirement to open these accounts is the same as in the case of normal resident individual
account.

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Account of Institutions /Organization:-
Account of non-individuals is opened under scheme code SBTRS. For the convenience of
business, they have been classed into 4constituentions codes of 9-A,9-B,9-C,9-DinFinacle. It is
possible that for a ‘Trust”, "Society/’, or ‘company” account is opened, depending upon the
business consideration.
Account of Society:-
The entities which may be known by names like Trust, Foundation, Clubs, Association,
Society, NGO etc. But are registered as Societies and registered under the Societies
Registration Act, 1860 or any other corresponding law in force in State or a Union Territory
Accounts of Minors:-
Account opening: -
While opening the account of a Minor, the Bank is guided by the provisions of Section 3 of the
Indian Majority Act 1875, which defines, that “A minor is a person below the age of 18 years,
unless a guardian is opposed by Court of Law or the property of the minor is under
superintendence of Court of Wards, in which case minority extends till the age of 21 years.”
Threetypesofminor’saccountscanbeopenedatthebranchTheseaccountsandtheiroperative
guidelines are as follows:
Accounts in the name of the minor alone:
A literate minor above the age of 12 years, who can comprehend the nature of banking wans
action sand can sign uniformly, can open and operate such an account.
The maximum balance in such accounts is normally resisted to Rs.1lac and exceptions permitted

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with the approval of the Branch head. Instruments in the Name of the minor only as payee can be
credited to such accounts. This precludes the possibility that in-migrants issued in favor of the
father/mother are collected in accounts.
Accounts in the name of Minor alone but operated by the Guardian:-
Such accounts opened in the Name of the minor are operated by one of the parents as guardian
for and on behalf of the minor, or in case where the natural guardian is not alive or is unable to
discharge duties, is operated by a guardian appointed by a Court of Law for And on the minor’s
behalf the exact age of the minor irrelevant for such an account if he remains a minor. The
minor’s signature is not admitted in the account for operation Here again, in-migrants in the
name of the minor only as payee can be credited to such accounts. Instruments issued in favor
of the father or the mother is not collected for this type of account. There is however more
section as to the deposit/maximum balance in these accounts like in the accounts mentioned in
above type1 account.

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Joint Accounts in the name of the Minor and the Guardian:-
Such accounts opened in the joint name of the minor and the guardian are operated with the
sutures of either the minor or the guardian with the mandate as either-or survivor, or former or
survivor, or jointly by both where the mandate provides for joint operation in these cases,
instrument both in the Name of the minor and/or the named guardians as payee can be credited
to such accounts. There is no rejection again as to the deposits/maximum balance in these
accounts unlike in the accounts mentioned in type1account.
In any of the above cases, the birth date of the minor, verified from the original school/ birth
certificate, is required to be in variably recorded in the account opening form specimen suture
card. This is necessary because when a minor attains majority, the status of the guardian £e.,
his authority to for and on behalf of the minor is revoked.
Simultaneously, the minors is required to ratify the act fins taken by the guardian in the past
for and on his to bird him on the transactions as he has now become capable of contracting in
his own capacity in the eyes of the law.
After minor attains majority, branch should take a balance confirmation level as well as a new
AOF from the former minor and modify their records accordingly.
ATM Card Issued to Minor:-
AXIS Bank currently issues Trust 24 ATM card to minors, above the age of 12. To increase operational
efficiencies, it been decided to issue Debit Card to minors above the age of 12.
Risk Management:-
The concurrent/internal auditors specifically check and verify the application of KYC procedures at
the branches and comment on the lapses. To assist them in the work, the AIMS (Account
irregularity Monitoring System) software has been implemented at the CPU. Which we indicate the
up-to date state of KYC compliance in respect of each new account opened. The branches
should take adequate efforts to rectify the irregularities pointed out by the CPU auditors as soon
as possible.

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Monitoring of Compliance of the Account Opening Procedure:-
Day end checking at branch level
Concurrent audit at the CPU
System audit at new branches
Concurrent audit of bigger branches
Verification by controlling officials during visits to branches
Periodical inspection of branches by internal/external auditors
Cash Transaction Guidelines:-
Saving/Current Accounts:-There is no resetting for the amount. If the total amount
deposited by way of cash in an account in a day is Rs 50,000/- and above, PAN of the
account hotter should be obtained if not taken on record at the tire of opening the
account. In case, the account holder does not have the PAN, then Form 60/61 should be
obtained on the day of such deposit.
Time Deposits:- as per the IT rules, cash remittances exceeding Rs. 50,000/- requires the
account holders PAN or fume 60/61. As per AXIS’s internal rules for opening a Fixed
Deposit account for amounts exceeding Rs 50,000/- requires the account homers PAN
or form 60/61. Cash payment should not be trade by a bank to any person whose total
holdings of the Tire Deposits are Rs 20,000/- or crore as per IT Act.
Demand Draft:- In AXIS bank for an amount exceeding Rs. 20,000/-, the remitter to be
identified. All drafts/pay orders of Rs 20,000/- and above should be issued as crossed only.
Payment and Settlement System:-
The banking sector been witnessing a runnable transformation over the last eight-nine years.
Technology adoption has changed the way one does the banking transactions these days, with

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ATMs and credit cards, ECS, RTGS, NEFT facility acting anytime, anywhere, banking This
system works as follows:
The Medium:-Indian Financial Network (INFINET) is the communication backbone for the
Indian Banking and Financial Sector. All the banks are eligible to become members of the
INFINET. It is a Closed User Group (CUG) Network for the exclusive use of reefer banks and
finance IA l institute ions.
The Carrier:-The Sutured Financial Messaging System (SFMS) is bulk on the lines of SWIFT
but has many crore unities to offer. The major advantage of SFMS is that it can be
usedpracticallyforallpurposesofsecurecommunicateinwithinthebankandbetweenbanks. The
inure-bank part of SFMS, when is roost important, can be used by the banks to take full
advantage of the secure messaging facility it provides.
The Identifier:-Indian Financed System Code (IFSC) is an alpha number i.e. code designed to
uniquely identify the bank-branches in India. This is 11-digit code with first 4 characters
representing the banks code, the next character reserved as control character. (Presently 0
appears in the fifth position) and remaining 6 characters to identify the branch.

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The Mode of Transfer:-
Electronic Clears Services:
It is a mode of electronic funds transfer from one bank account to another bank account
using the services of Clearing House. This is normally for bulk wasters from one account
to many accounts or vice-versa. This can be used hot for making payments like distribution
of dividend, interest, salary, pension, etc. by institutions or for collection of amounts for
purposes such as payments to utility coracans like telephone, electricity, or charges such as
house tax, water tax, etc. or for loan instalments of banks or regular investments of a person
There are two types of ECS:I)ECS-Credit-issued for affording credit to a large hunter of
benefit diaries by raising a single debit to an account such as dividend, interest or salary
payment)ECS-Debit-issued for rating debris to a hunter of accounts of conspirers/account
holders for crediting an instrument.
Real Time Gross Settlement (RTGS):-
It is a system through which electronic instrument can be given by banks to waster finds
from their account to the account of another bank. The RTGS system is rainier inked and
operated by the RBI and provides a reruns of efficient and faster transfer argon banks fac
fixating the financial operations. As the Name suggest, lid transfer between banks takes
place on a ‘real tire’ basis. Therefore, Money can reach the beneficiary instantaneous lee
and the benefit dry’s the responsibility to credit the benefit dry’s account within two hours.
The minimum amount to be remitted through RTGS is Rs. 2 Lalji There is no upper ceding
for Tics wans actions. The beneficiary banks to credit the beneficiary’s account within two
hours of receiving the lids waster message.

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National Electronic Funds Transfer (NEFT):-
It is a nationwide finds waster system to facilitate transfer of funds from any bank branch
to any other bank branch. There is no minimum or maximum amount that can be remitted
under NEFT.
24*7 Banking:-
InternetBanking:-using the internet, one can look-up the status of account, soubrette
queries and undertake a wide range of transactions. In addition to the facility of balance
enquiry, statement of account, request for issue of cheque hook, view personal account
information, details of holding and statement of accounts, etc. Customer be able to transact
on the account through the Fund Transfer Facility from the connect account.
AXIS Mobile:-AXIS mobile gives a cue anywhere, anytime banking experience. Balance
injury, mini statement, cheque hook request, connect pin regeneration request, Fund
transfers to AXIS account or other bank account (NEFT/RTGS), ball payments.
Interbank Mobile Payment Service:-An instant interbank electronic find waster service
through mobile phones. It enables one to send Money to another bank account using nubile
number. The beneficiary doesn’t need to disclose his or her account and other financial
critical details to the sender.
SMS Banking:-A watch on account with a round-the-clock SMS Banking service. Every
debit or credit, above the threshold amount, in the account is intimated by an SMS as soon
as for the was action of Rs5,000/-or crore. It helps the customer to detect any unauthorized
access to the account.
Secure Banking:
AXIS bank always endeavored to provide the best of banking services to the customers. Its
latest initiative fi NETSECURE, which is a Two Factor Authenticate in system to provide

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added security to the online banking wants action and this rake finds transfers safe and secure.
NETSECURE is a secured system wherein two different parameter, I) login ID and
password, II) a single usage password that one generates, OTP: One Time Password, are
used together to verify your identity on the internet. It ensures high end security for the
online
Mission Statement
“Committed to excellence in delivery of entire gamut of financial services in order to
achieve sound business growth and maximize stakeholder values by embracing team spirit,
progressive technology and good corporate governance.”Axis bank is committed to
execute this mission while ensuring the highest levels of ethical standards, professional
integrity, corporate governance and regulatory compliance.
Vision Statement
• A bank with the best asset book
• Provider of most integrated financial services
• Key player and a thought leader in the financial services
• Best IT capability
• Preferred employer in the financial sector
Core Values and Ethical Principles
The core values lets the institute, customers and the communities know what they serve,
who they really are and the principles by which they pledged to conduct business. In
essence, the bank believes that the success can only be reaped by living their core values
and principles they are- customer focus, quality, honesty and integrity, belief in staff, good
corporate governance, corporate social responsibility and teamwork.

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Organizational Objectives
• To explore new avenues for growth and profitability
• To continue to develop products and services that would reduce cost of funds
• To develop a customer oriented service culture with special emphasis on customer
care and convenience
• To increase the market share by following a disciplined growth strategy
• To leverage the technology platform and open scalable systems to achieve cost-
effective operations, efficient MIS, improve delivery capability and high service
standards
• To develop innovative product and service that would attract targeted customers
and market segments
• To maintain a high quality asset portfolio to achieve strong and sustainable returns
and to continuously build shareholders value
Auxiliary Services
Treasury ServicesInternet BankingBank assurance
Auxiliary Services
Financial Advisory Mobile Money Travel Related
Services
Safe Deposit Locker SMS Alert and Banking Portfolio Management
Services

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Organizational Structure:-
The main body of AXIS Bank is centered in the Board of Directors (BOD). This body
makes the strategic decisions and also develops various policies and strategies to
materialize its vision and mission. These decisions are communicated to the Chief
Executive Officer (CEO) who with the support of GM and other Officer executes the
plans and responsibilities in various departments.
As of 30 June 2016, 30.81% shares are owned by promoters and promoter group (United
India Insurance Company Limited, Oriental Insurance Company Limited, National
Insurance Company Limited, New India Assurance Company Ltd, GIC, LIC and UTI).[6]
The remaining 69.19% shares are owned by mutual funds, FIIs, banks, insurance
companies, corporate bodies and individual investors among others.
Business Description:-
AXIS Bank operates in vary segments such as Treasury Operations, Retail Banking,
Corporate/Wholesale Banking and Other Banking Activities.
NRI services:- Bank provides products and services for NRIs that includes CASA,
facilitate investments in India. Axis bank is the first Indian Bank having TCDC cards in 11
currencies.
Micro Finance: Axis Bank SME business is segmented in three groups: Small Enterprises,
Medium Enterprises and Supply Chain Finance. Bank offers lending to individuals/sma11
businesses subject to the Orientation Under the Small Business Group a subgroup for
financing micro enterprises is also set up.

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Agri-Finance:-
Banks provide various accounts, loans on various products, etc. to farers. Total 759
branches of the bank provide banking services, including in Agricultural loans, to the
farmers.
●Krishi saving account
●Kisan power
●Tractor loans
●Go down loans
Services:-
●Retail banking:
In the retail category, the bank offers services such as lending to individuals and small
businesses subject to the orientation, product and granularity criterion, along with liability
products, card services, Internet banking, automated teller machines (ATM) services,
depository, financial advisory services, and Non-resident Indian (NRI) services. Axis
bank is a participant in RBI's NEFT enabled participating banks list.
●Corporate banking
Credit: The bank offers various loan and fee-based products and services to large and
mid-corporate customers and small and medium Enterprise (SME) businesses. These
products and services include cash credit facilities, demand and short-term loans, project
finance, export credit, factoring, channel financing, structured products, discounting of
bills, documentary credits, guarantees, foreign exchange, and derivative products.
Liability products including current accounts, certificates and deposits, and time deposits
are also offered to large and mid-corporate segments.
●Transaction banking: Formed in April 2015, TxB provides integrated products and
services to customers in areas of current accounts, cash management services, capital
market services, trade, foreign exchange and derivatives, cross-border trade and
correspondent banking services and tax collections on behalf of the Government and

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various State Governments in India.
●Treasury: The treasury manages the funding position of the bank and also manages and
maintains its regulatory reserve requirements. It invests in sovereign and corporate debt
instruments and engages in proprietary trading in equity and fixed income securities,
foreign exchange, currency futures, and options. It also invests in commercial papers,
mutual funds, and floating rate instruments as part of the management of short-term
surplus liquidity. It also offers a wide range of treasury products and services to corporate
customers.
●Syndication: The bank also provides services of placement and syndication in the form
of local currency bonds, rupee and foreign term loans and external commercial
borrowings.
●Investment banking and trustee services: The bank provides investment banking and
trusteeship services through its owned subsidiaries. Axis Capital Limited provides
investment banking services relating to equity capital markets, institutional stock
brokering besides M&A advisory. Axis Trustee Services Limited is engaged in
trusteeship activities, acting as debenture trustee and as trustee to various securitization
trusts.
●International banking:
The bank continues to offer corporate banking, trade finance, treasury and risk
management through the branches at Singapore, Hong Kong, DIFC, Shanghai and
Colombo, and also retail liability products from its branches at Hong Kong and Colombo.
The representative office at Dhaka was inaugurated during the current financial year.
AXIS Group:-

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AXIS Bank set-up fully owned 8 subsidiaries which are:
●Axis capital ltd.
●Axis finance ltd.
●Axis mutual funds trustee ltd.
●Axis asset management company ltd.
●Axis private equity ltd.
●Axis trustee services ltd.
●Axis bank UK ltd.
●Axis securities ltd.

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Figure 6: Organizational Chart of Axis Bank

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2. Organization’s General and Competitive Environment
No organization exists in isolation. It is affected in one way or the other by the various
forces that occur in the environment. These forces are made up of opportunities and threats.
The environment can be divided into two main parts namely the internal environment and
the external environment.
Internal Environment
The internal environment includes the forces within the organization which affects the
success of the organization. An organization can be analyzed based on its resources,
culture, and structure. Axis Bank Limited has adequate resources adding value to the
company. These resources define the company distinctly in the market. The company’s
corporate culture and how the organization is structured determine the strength or the
weakness of the company.
External Environment
It includes the general forces of the society that do not affect the short-run activities of the
organization but might affect the long-run activities of the organization. Such forces are:
1. Economic Environment
These are the forces of the society such as GDP trends, interest rate, money supply,
unemployment level, inflation rate, disposable and discretionary income etc. that regulate
the economic variables of banking industry.
2. Technological Environment
These are the forces such as: new products, total government spending on R&D, internal
availability, telecommunication infrastructure etc. generate problem solving inventions.

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3. Political-legal Environment
These are the forces such as: stability of government, law of hiring and firing, attitude
toward foreign companies, tax law, government regulation etc. which is beyond industry
control.
4. Socio-cultural Environment
These are the forces such as: family composition, workforce culture, lifestyle,
demographics etc. that regulates the norms, values, mores and customs of the society.
Figure 7: Environmental Analysis

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Task Environment: Porter’s Analysis of Industry
Michael Porter’s analysis is an important analysis when it comes to analysis of the
environment. According to Porter, there are 5 forces which affect the working of any
industry. The 6th
force analyzed here was added later. These forces are as follows:
• Threat of new entrants: Due to the entry of new banks which come up with
competitive products, the existing banks have to come up with better products so
that they can survive in the market. The new banks come up with new ideas and
new technology. This makes the bank to take some action. Similar is the case with
Axis Bank. Many new banks have been commenced and many are in the pipeline.
Every now and then, Axis Bank has to analyze the environment and try hard to
come up with new products and satisfy their customers.
• Rivalry among existing firms: The competition in the banking sector is very high.
As mentioned earlier, there are many banks on the pipeline, there’s a cut- throat
competition. The existing banks are always analyzing each other’s footstep. They
have to make sure that they do not lag behind. The banks try to differentiate
themselves in terms of the services they provide. They also choose some moves
such as changing the prices, improving product differentiation, etc.
• Bargaining power of the buyers: In case of the banks, the buyers are the
customers. The banking sector is becoming customer dictated. With many banks
providing the same services, the customers have choice and the service providers
just have to be the best. The bank has to think of the customers whenever they want
to make some actions. The bank has to be customer oriented in order to attract the
customers.
• Bargaining power of the suppliers: By suppliers, we mean the depositors.
They are the ones who provide the bank with the deposits which the bank
intermediates to the borrowers. The higher the volume of the deposits, the more the
bank provides them priority and has a high say in the services they receive. The
bank to think of their welfare and provide them with cash whenever they want it.
They have a high bargaining power.

60 | P a g e
• Threat of substitute products: All the banks are targeting the same groups be
it in terms of the sectors or in terms of the distribution of the customers. The banks
are now coming up with similar products. For example saving accounts for the
elderly and for the females. Due to this there has been a high competition and the
banks have to try to differentiate their product from those of the competitors. They
need to have a better offer in order to beat the competition.
• Relative power of other stakeholders (addition to Porter’s Theory): The
shareholders, government, local community, unions, interest groups, etc. are the
stakeholders. These people are affected by the decision of the bank. Therefore, they
have their say in the bank. Whenever the bank takes any action, these stakeholders
should be considered. The decisions made should be in the mutual understanding
of all the stakeholders and the bank.
Figure 8: Porter’s Analysis

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Competitive Analysis
In this part of the report, a brief comparison of the competitors of Axis Bank is being done.
Among the many banks in India, 2 among them are chosen as the major competitors of
Axis Bank. These banks are chosen because they are located in similar place and their
products are competitive. This makes the comparison more relevant as they have similar
customers. The following banks including Axis Bank have been selected for the analysis
which is as follows:
▪ Axis Bank
▪ ICICI Bank
▪ HDFC BANK
The products and services offered by the above mentioned banks are compared for this
analysis which is as follows:
Table 2: Competitive analysis in terms of Products and Services offered
AXIS HDFC ICICI
Interest Rate on Saving
(Highest % offered on daily basis)
3.50 % 4.00 % 4.00 %
Fixed deposit
(Maximum interest offered)
7.20 % 6.25 % 6.75 %
Term loan
(Maximum interest offered)
11.25-24.0
%
15.6-18.30
%
11.25-22.00
%
Housing loan
(Minimum interest charged)
8.90-9.15
%
8.55-9.15
%
9.05-10.25
%
From the above table, it is clear that AXIS BANK offers more interest than its competitor
in average.

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Part Three
PRESENTATION OF MAJOR PROJECT/S
UNDERTAKEN
Section I: Introduction
Project A: Research on Customer Service Department
In internship the best way to learn is from front desk. The starting phase in internship for
most interns always begins from interaction with customers. It is the service that may either
attract more number of customers or lessen their numbers. As I have done internship at
Mahmoorganj branch, I mainly focus on Customer Service Department. Within the time
interval of internship, the expectation of customers always seemed to be increasing,
whereas the department lacks to meet their demands this might be because of lack in
resources, numbers of staff, space problem and intense competition.
Due to this, management of Axis Bank is always interested about the reasons behind the
gap and way to mould the organization. CSD mainly focuses on complaints and queries of
actual and potential customers. Complaints might vary from poor services to late responses
and queries might be regarding way to improve gray areas. In my internship I mostly spend
times on counseling the customers regarding products and their benefits.
As a result, the attention always seemed to be moving towards the role and actual service
the CSD was rendering. Thus, I was provided with the project of analyzing the current
positioning of the CSD, problems and way to improve. I have to submit this project within
45 days to the BM.

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2. Aims and Objectives of Project
The major aim of conducting the research regarding CSD was to provide the management
with the information regarding current level of positioning CSD holds. This was
particularly aimed at customer’s perception and to some extent even to the staff of the
institute.
Axis Bank has always tried to formulate ways to provide with overall customer satisfaction.
For this not just for Axis Bank, but every CSD is the primary stoppage point, which in
terms of the responses it provides, can judge and fulfill the customers with their
expectation. So does Axis Bank, for which the research was conducted.
With the arousing complaints from the CSD, Axis Bank management was much concerned
about the performance and ways to bring about remedies to improve their level.
The major aim of Interns was not just limited to provide the management with the result,
but also to personally and professionally learn out of it. Focusing on the future career path,
benefiting out the observation and learning made, this research was performed.
So, paying attention to the concern of the management, and to gain more insight of CSD,
the major Objectives of conducting the research are as follows:
• Find out the response of customers towards CSD
• Comparison of Axis Bank and other banks CSD
• Satisfaction as per the services provided by the department
• Leveling of the department as per the customers experience while dealing
personally
• Expectation of customers from the department
• Internal/External factors affecting CSD

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3. Scope and limitation of Project
The research undertaken for Customer Service Department represents with the response
from only one section of Axis Bank. The management was concerned with the problems
within CSD and ways to fight with it. The project has been done at Mahmoorganj branch
in 45 days which was quite difficult.
However, from the study undertaken, interns would be able to provide with the actual
figure of response of their current customers as well as view from the internal staffs.
With the presented results out of the study made, the institute could go ahead in formulating
and implementing necessary steps for the improvement of the department. In brief the
scope of the study focuses on:
• Understand the response of customers toward CSD
• Recognize the expectation and preference of the customers from the respective
department
• Improvement to be made in the department
During this project major constraint is information. Information plays an important role in
CSD. Both management and customers hesitate to share information which makes
somewhat difficult.

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Project B: Digital Exposure to Axis Bank
Mahmoorganj branch is the newly launched branch of Axis bank though there are various
services provided by Axis Bank. This might be the unique which basically deal with
benefits to Axis Bank and Infosys from collaboration. Keeping customer satisfaction on
mind this project would be advantageous and help to keep touch with the customers. Due
to huge demand and success from other branches, Mahmoorganj branch also felt the
necessity and BM provided me to study the feasibility of the project in that locality.
For this project we visited Infosys and talked to the related person and they were
cooperative and responded positively. They even provided us some suggestions and
guidelines required to carry out the project. Thereafter, we manage to talk to the existing
customers who regularly visit to the bank, and the potential customer nearby Mahmoorganj
area. The need for carrying out this project was to provide more and better
service to retain the existing customers and attract the potential customers, to save the time
and burden of customer.
Due to the increase in financial institution there is cut throat competition, in order to cope
with this situation Axis Bank has chosen to generate money through various innovative
services. This project is also a way to generate money. We are required to present this
project within 1 week with background of Infosy, operating procedure and flow chart,
benefits with collaboration to all i.e. bank, Infosys and customers, promotional measures,
SWOT of Axis Bank with suggestion.

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Aims and Objectives of the Project
The objectives of the project are given below:
• To satisfy existing customers and to attract potential customers
• To generate income
• To launch innovative and easy service that is always desire by customer
• To beat competition
• For widening the range of products and services
• To increase goodwill
• To market Axis Bank through collaboration
• To recommend management how the project can be successful
• To benefit Axis Bank, Infosys as well as customers through this collaboration
• To have practical knowledge in real world situation to interns
• For studying feasibility of the project and suggesting the management
• How to widen this service throughout Axis Bank branches

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2. Scope and limitations of Project
Banking industry is highly service oriented. So its overall success depends on the
customers’ satisfaction regarding its service and their expectations. Project must always
focus on how to retain actual and potential customers through value added services. Not
only bank should focus on gaining profit but also prove to be social being i.e. win-win
situation. Therefore this study extent how Axis Bank will be benefited through
collaboration and provide necessary recommendation and feedback to introduce this
service at Mahmoorganj branches. This can help the bank to make the necessary
improvements to meet the overall objectives for all three parties i.e. Axis Bank, Infosys
and the customers.
Limitations
The limitations and constraints of the project caused by the uncontrollable forces are as
follows:
• During research cost, time, resources and information are major constraints. The
time frame for the research was very limited.
• The customers were not available most of the time when the survey was
conducted outdoor.
• The customers were reluctant and skeptic to answer the questions.
• Large scale research was not possible due to the constraints and the restrictions
posed by the organization.
• Mahmoorganj area is too big for research.
This research is raw material for Axis Bank growth and helps to be more competitive and
advance, as we know that if banks are able to utilize their raw material, they could be more
productive and competitive in market in terms of their product and other financial services.
It is quite significant to clearly segment the market, identify the potential customers and
promotion of financial products and services is also equally important.

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Section II: Conceptual Framework
The most important asset of an organization is its customer. Increasingly service
organizations are using customer satisfaction as major of its success. The importance of
customer service is not only due to national competition but also to the global level.
An organization success depends on:
• how many customer it has
• how often they use the product and services of organization
• how satisfied they are by using product and services
• to what level the organization is able to fulfill and satisfy the customer need,
wants and desire
• how the service organization are able to create the value proposition with their
existing as well as potential prospects
• how the organization are consistent toward satisfying and retaining their
valuable customers
According to Wikipedia “Customer service is a series of activities designed to enhance the
level of customer satisfaction that is, the feeling that a product or service has met the
customer expectation.” The CSD is responsible for handling, order processing, product and
service questions, pricing information, system transfers, and other general inquiries. Like
every organization, Axis Bank is also highly concerned regarding customer satisfaction,
where increase customer satisfaction relates to increase in the productivity of the Axis
Bank. In order to increase its customer service, the bank has applied and experiment the
concept of Total Quality Management and Kaizen.
It's a well-known fact that no business can exist without customers. The customers have
become one of the key issues for the companies in their effort to improve quality. In a
competitive marketplace where businesses compete for customers, customer satisfaction

69 | P a g e
is seen as a key differentiator and increasingly has become a key element of business
strategy. Some of the scholars focus CSD in various ways:
According to Kevin Cacioppo (1998), “The gulf between satisfied customers and
completely satisfied customers can swallow a business.”
According to Jones and Sesser (1995), “Complete customer satisfaction is the key to
securing customer loyalty and generating superior long term financial performance.”
According to Wikipedia, “Customer satisfaction, in a business term is a measure of how
products and services supplied by a company meet or surpass customer expectation.”
As per my project CSD research and Collaboration of Axis Bank with Infosys for its bill
payment, customer service and their satisfaction is the major ingredients that has to do with
succession of the organization. For this purpose various studies, research, data analysis
have been made within the boundary of project criteria.
Figure 9: Conceptual Framework
Feedback + Identification of Problem
CustomersCSD
Team
Finding and Suggestion
Presentation of Data
Data Collection and Analysis
Data Collection Tools
Collection of Data
Identification of Problem

70 | P a g e
After developing the conceptual framework of the project that is undertaken, now it’s
necessary to measure the strengths, weaknesses, opportunities and threats of the
organization which would be based on customer care performance, customer retention,
training and development, HR management, benchmarking, its product and services,
technology, quality system, CSR, promotional activities that can be analyzed as well as
summarized as IFAS, EFAS, SFAS matrix which is shown in Appendix 4, 5 and 6.
The IFAS, EFAS and SFAS matrix have been developed to deal with environmental
scanning of an organization. When used together, they are a powerful set of analytical tool
for strategic analysis (Strategic Management and Business Policy, Wheelen et al.,
9th
edition, Pearson Education)
I also went through TQM book by Bester field et al, 3rd
edition, Pearson Education which
has the description of Teboul Model. It describes the degree to which the customer
experience of a service or product matches experience.
I have also gone through 4Ps of Marketing i.e. product, price, place and promotion which
to directly deal with the customer by satisfying their need, wants and demands and creating
the value proposition (Principle of Marketing, Philip Kotler et al, 6th Edition, TATA
McGraw Hill).
According to Kano Model, it represents 3 major areas of Customer Satisfaction i.e. explicit
requirement, innovation and unstated or unspoken requirements (Bester field et al,
3rd
edition, Pearson Education).
Using customers compliant and the service quality plus customer retention has been given
a keen interest while on going through this project which illustrates that “although
complaints are reactive they are very vital in gathering data on customer perception, a
dissatisfied customer can easily become a lost customer so many organization use customer
dissatisfaction as the primary measure to access their process improvement effort.”
Customer service is the set of activities an organization uses to win and retain customer
satisfaction, customer retention is more powerful and effective than customer satisfaction

71 | P a g e
so, improved service frequently carries a cost but organization must determine its return
that significantly improve revenue and market share.
Frontline people are the value able source of information and deals with customer which
make them the best employee worthy for the company’s customer.
Section III. Methodology
The research methodology is the framework of how the research will be carried out. It
refers to the various sequential steps that are adopted in the study. It guides the research
process which helps the research to have a standard and also help to measure how much
have been achieved. It includes various research methods that were used as a part for
“Customer Service Research” and “Digital Journey of Axis Bank”.
Research Background
Proper research design being a major aspect for gathering the relevant information
regarding Axis Bank was considered to be an important work. Due to security, privacy and
confidentiality of certain information, the attempt was little led back in order to know about
the exact number of customer holding Axis Bank account in different branches.
Following task was undertaken for CSD research and Infosys project:
• Cross-questioned the staff, especially from CSD to know about the responses they
came across regarding Axis Bank service
• Designed questionnaire to gain understanding of the customers
• Visited other banks like HDFC, ICICI and Infosys office to collect the
information regarding services provided by them

72 | P a g e
Study Approach
Majorly, the study was conducted for gathering different sort of information using
Observation, Exploratory and Descriptive research. The research was conducted through
three different stages, presented in the table below:
Table 3: Methodology Undertaken
Stage Research Conducted
I Observation and Adaptation Research
II Exploratory Research
III Descriptive Research
• Qualitative Research
• Quantitative Research
I. Observation and Adaptation Research
In the beginning of first stage, observation was made during the internship program at Axis
Bank. My internship period is only for 1.5months, so it is impossible to know exact about
all functioning of the job. I focused mainly on my CSD and my project. But I have learned
as much as possible about other department. During internship I spent most of time in
learning and thereafter adopting, which proved to be quite beneficiary for the completion
of the project.

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II. Exploratory Research
The second stage was exploratory research which basically included the unstructured
questions (informal interview with the staffs) asked to understand about CSD, banking
environment, various product and their innovation, etc. This is not only for Axis Bank
staffs but with other banks staffs and Infosys Executives.
III. Descriptive Research
At the final stage descriptive research was used. This research was carried out to understand
CSD and Collaboration between Axis Bank and Infosys and also to know about the
likeliness of its growth in future. Within descriptive research, there are two categories of
research:
a. Qualitative Research
Under qualitative research we look upon literature review which deals upon various
publication and literature related to CSD and Infosys. Various site visit, deposit forms,
flyers, and brochures are considered to be important while preparing report.
Along with this Unstructured Interview was also taken with customers, staffs of various
bank.
b. Quantitative Research
Under quantitative research, a set of questionnaire was prepared in order to know about the
preference of the customers about CSD and Infosys bill payment. The focus was not only
made on actual customers, but also to the potential customers. The research aimed out to
find out the improvement in CSD and the feasibility of Axis Bank collaboration with
Infosys.

74 | P a g e
Variables Measured
The variables measured for Project A are: gender, age group, occupation, importance of
CSD, satisfaction level of customers, demand for new services, reasons behind using Axis
Bank services, required services under CSD, different bank account hold by Axis Bank
customers and services mostly used by Axis Bank customers.
The variables measured for Project B are: household using internet, Finacle competitors,
Axis Bank customers using Mobil App also in terms of potential customers and customer’s
preference towards this service.

75 | P a g e
Section IV: Presentation and Analysis
Presentation and Analysis of Project A
Since there is huge flow and the hurdle of customers at Axis Bank I have taken 50
customers for research purpose. I have also taken consideration of 18 Axis Bank staff of
Mahmoorganj branch. I have found more difficult to conduct research on the basis of
Observation or Exploratory research so as per analysis of working environment Descriptive
research methodology was considered to be appropriate for the conduction.
Distribution of Questionnaire
The research contains 20 questions for each respondent and on the basis of their responses
conclusion was drawn up. The form of questionnaire distribution was Structured
Questionnaire. Instead of 50 customers, 5 customers were provided with incomplete
questionnaire. The distribution of questionnaire was made on the following basis:
Please refer Appendix 7 and 8 for structured and unstructured questionnaire.
Table 4: Distribution of Questionnaire
Respondent Distribution Completed Responses
Staffs 18 18
Current customers 50 45
From the research undertaken, looking at the responses provided, the Data Analysis for
CSD research made is presented below:

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ANALYSIS OF CUSTOMER PRODUCT AND SERVICE
DEPARTMENT
ON THE BASIS OF GENDER
>> Current Customers
Respondent Total Numbers
Male 18
Female 27
>> Banking Staffs
Respondent Total Numbers
Male 8
Female 10
Figure 10: Classification according to Gender

77 | P a g e
Female(37)
Male(26)
Interpretation:-
Above figure depicts that among the total respondent of 63, that is 100%, 26 of them were
male and the rest 37 were female. That sums up to 59% female respondent and 41% of
male respondents. This might be amazing fact to know about. At Axis Bank there are more
female customers because here the products are more attractive for female rather than male.
So, this might be reason for more female staffs.
41%
59%

78 | P a g e
AGE GROUP
>> No. of respondents according to Age group
Age group 18-25 26-35 36-45 46 and over
No. of
Respondents
24 17 12 10
Figure 11: Classification according to Age group
18-25(24)
26-35(17)
36-45(12)
46 and over(10)
Interpretation:-
Among the total respondents, a total number of 24 out of 63 (that sums to 38%) of the
respondents were between the age group of 18-25, this shows how many young people are
opening bank accounts. There is one thing to understand from this figure that 25 to above
age groups the respondents are lesser in numbers that of less than 25 because this might be
lack of banking knowledge, bank’s effort and peoples preference.
16%
38%
19%
27%

79 | P a g e
OCCUPATION
>> No. of Respondents according to their Occupation
Occupation Service
Holder
Students Business
Person
House
Hold
Others
No. of
Respondents
23 15 14 7 4
Figure 12: Classification according to Occupation
Service Holder(23)
Students(15)
Business Person(14)
Household(7)
Others(4)
Interpretation:-
Service holders have large account in Axis Bank. In case of Mahmoorganj branch most of
account is of District Development Committee (DDC) staff, Hospital staff and security
officers. This might be due to highest yield than other normal saving accounts provided to
general public. Staff account is getting much popularity in Axis Bank due to free ATM
services, free cheque book and no account opening fee. Other reason might be due to
compulsion of salary purpose and contract. As compare to this, student also has greater
existence in Axis Bank account (24%).
7%
11%
36%
22%
24%

80 | P a g e
WHAT KIND OF ACCOUNT DO YOU HAVE IN AXIS BANK?
Interpretation: -
From the above graph we can see that majority (39%) people have saving account in axis
bank. While, 23% have current account and FD & other accounts are respectively 28% and
10%. Thus, we can say that most of customers are preferring saving account in AXIS bank.
39%
28%
23%
10%
ACCOUNT
SAVING
FIXED
CURRENT
OTHER

81 | P a g e
WHICH CHANNEL YOU USE TO ACCESS YOUR ACCOUNTS?
Interpretation: -
Above chart shows the current trend of using channel for accessing accounts. According to
above information majority customers are accessing their accounts through walk-in to branch
less no. of customers are using other channel like, mobile banking, net banking, phone
banking. Which describes unawareness about technologies in banking services.
Direct Branch Mobile Banking Net Banking Phone Banking

82 | P a g e
IMPORTANCE OF CUSTOMER SERVICE DEPARTMENT
Figure 13: Ranking the Customer Service
2%
Very Important(30)
Important(25)
Not Important(7)
Not Known(1)
Interpretation:-
Firstly the most important thing for the researchers was to verify whether or not the
customers find the customer service as an important aspect in a banking environment. The
responses that the customers gave were overwhelmingly positive. Nearly half (48%) of the
total respondents believed that it is a very important aspect and that it should not be
neglected. The rest 39% believed that it is important and 11% thought it is not important.
But interesting fact is that about 2% doesn’t know about CSD. So, we can also conclude
that there are some customers who by necessarily have an account but doesn’t know what
bank is all about.
11%
48%
39%

83 | P a g e
SATISFACTION LEVEL WITH CUSTOMER SERVICE
Figure 14: Satisfaction level of Customers
Satisfied(41)
Not Satisfied(22)
Interpretation:-
Customers are the driving force of any business. The business exists because of the
customers. From the research, among some of internal and mostly external customers, it is
shown that the customers are satisfy (65%) with the services offered by Axis Bank.
Whereas 35% of customers seemed to be dissatisfied with the present services and want
corrective action as soon as possible.
35%
65%

84 | P a g e
DEMAND OF NEW SERVICES
Figure 15: Requirement for Extra Facilities
60%
50%
40%
30%
20%
10%
0%
Quick Response & Adding ATMs Spacious Service Old Aged Saving(7) Others(4)
Problem Solving(34)Outside City(10) Areas(8)
Interpretation:-
Among these who responded that they are not satisfied with the services of the bank
specified that they if some extra services were added, they would be contented. A greater
part of 54% of customers responded that they would be happy if there was quick problem
solving and response. This suggests that, AXIS Bank management must be focus toward
grey areas which was before neglected. Management must listen the voice for other
services too like ATMs outside city, old aged saving and others (private banking, etc.)

85 | P a g e
REASONS BEHIND USING AXIS BANK SERVICE
Figure 16: Reason for Using Axis Bank Service
40%
30%
20%
10%
0%
Higher interest well located wide range mobile money others
Rate(22) (15) of product(11) mobile banking(8) (7)
Interpretation:-
From this bar diagram we come to know that about 35% of customers prefer Axis bank
because of high interest rate. As per research, location of Axis bank branches and its
ATM services are other core areas where it is gaining popularity. Others are wide range
of products, mobile money and good market share, friendly environment, well capable
management and many more are also reasons behind customer attraction towards Axis
bank products.

86 | P a g e
IN COMPARION TO ANOTHER BANK HOW WOULD YOU RATE AXIS
BANK?
Interpretation: -
This is also important which shows customer’s rating for Axis
Bank comparing with another bank. Majority customers rated the axis bank in “good” criteria and
less in ‘poor”. Which shows that axis bank is giving proper products & services to customers.
EXCELLENT GOOD AVERAGE POOR CANT'SAY

87 | P a g e
REQUIRED SERVICES UNDER CUSTOMER SERVICE DEPARTMENT
Figure 17: Selective Services Requirement
40%
35%
30%
25%
20%
15%
10%
5%
0%
Proper Customer
Response(24)
Friendly
Environment (6)
Quick Problem
Solving (15)
24/7Services(11) Others(7)
Interpretation:-
Among the 63 respondent, a total of 24 customers believe that proper customer responses
are the most important thing when it comes to CSD. This means that most of the customers
want proper response by those behind the customer service desk. The next issue that is
given priority is quick problem solving. 15 out of 63 people believe that their problems
need to be solved immediately as they are addressed. Others also have opinion to provide
service throughout the week, even some complain for unfriendly environment, frequent
ATM failure and unskilled personnel at CSD.

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DEPOSIT ACCOUNTS TO OTHER BANKS
Figure 18: Deposit Account Possessed to Other Banks
Yes(49)
No(14)
Interpretation:-
The bank culture of our country is such that people have bank accounts in many banks.
They generally have fixed deposits accounts in Finance companies which offer highest
interests, and savings account in those banks which offer most convenient services. Thus,
most of the customers i.e. 78% have deposit accounts in other banks also. I have found one
fact more interesting that people open account on other banks only to have an account and
ATM because it is free of cost.
22%
78%

89 | P a g e
Figure 19
SEVICES MOSTLY USED BY AXIS BANK CUSTOMERS
Figure 19: Products Mostly Used
50%
40%
30%
20%
10%
0%
Deposit(23) Loans and treasury Remittance Mobile Others(19)
Advances(4) Services(2) Services(9) Banking(6)
Interpretation:-
In this figure, deposit holds the maximum percentage (36%) this might be due to higher
interest rate and efficient marketing. Due to less commission and better business
transaction in foreign country remittance services at Axis Bank is at good position. While
dealing with Loans and Advances it is less in used due to NRB act and liquidity crunch.
Others services like e-banking, locker facilities, etc.

90 | P a g e
FINACLE offers a suite of fully-managed network services developed specifically to address
the rapidly evolving network performance requirements of medium businesses and large
enterprise organizations as well as households. Finacle with its efficient operational task can
help Axis Bank and its customer, and also has the potential to increase the customer of Axis
Bank for the efficient performance of DIGITAL TRANSACTION.
The operation takes place for bill payment,transaction and record maintenance at Axis
Bank is as follows:.
• Bank will use a separate database to keep records of their customers regarding their
bill payments.
• Bank will charge Rs. 5 for each payment as a service charge.
• Bank can use mobile money and SMS alert to enhance this service. (Whenever the
customer lacks deposit to pay the bills, he/she can transfer deposits using mobile
money from their relatives account to their account. The bank can then make timely
payments to Infosys Company. With the help of SMS alert the bank can also inform
the customers immediately after paying the bill.)
Major Findings
From the observation made on both the staffs and the current customers, analysis was
conducted as per of their reactions. Total number of sample was 63 out of which 18 was
internal whereas 50 were external of which 5 respondents was not involved due to
incomplete questionnaire. So, out of that, some important and useful findings gathered are
as follows:
In CSD Research
• Analyzing the customer by their age group we found that 18-25 age group was the
highest followed by 26-35 aged customers.
• Analyzing the customer by their occupation service holders accounts highest
followed by students and business persons.
• While analyzing the importance of CSD 48% found it very important but
surprisingly 39% found it unimportant.

Abhinav singh axis bank summer internship customer service department at axis bank and digital journey of axis bank

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