1) The document summarizes the results of a time motion analysis conducted on relationship managers at an ICICI Bank branch in New Delhi. 2) The analysis found that relationship managers only spent 37% of their time on revenue-generating activities and 18% using the customer relationship management system. 3) It provided several suggestions to enhance relationship manager productivity, such as building capabilities, reducing re-work, implementing digital transactions, and centralized police correspondence.

2. PROJECT &
TASK DESCRIPTION
A simple timeline on how your product or service came
to be is a helpful way of visualizing your origin story.
What frustrations or ideas led to this?
1
2
3
Step 1
2017
Step 2
2018
Step 3
2019

3. INTRODUCTION TO ICICI BANK
Apply the two ways to size the market - top down or bottom up.
Some sizing jargons are TAM, SAM, and SOM.
Touch up on key metrics here too, such as Life Time Value (LTV)
and Customer Acquisition Cost (CAC).
If you have plenty of ways to make money, focus on one main
method, such as subscription, ads, and transactions.
Whether through a graph, timeline, or chart, present the viability of
your product or service and tell how your company will operate,
make money, and achieve goals.

4. TABLE OF CONTENTS
Introduction about ICICI Bank.
Objectives and Nature of the Project Work.
Project & Task description.
Time Motion Analysis of Relationship Managers.
Steps followed for the time motion analysis.
Causes for Delay & Errors.
Suggestions to enhance Productivity.
Learnings from the Internship.

5. 0
1
0
3
To establish a baseline from which to drive
improvement efforts, or set a standard to
control performance and enhance employee
productivity using time motion technique.
OBJECTIVE 1- BASELINE TO DRIVE
IMPROVEMENTS.
To suggest areas of improvement by eliminating,
automating, and combining work processes,
which will help reduce time, redundant steps,
resources, and spaces.
OBJECTIVE 3-SUGGEST AREAS OF
IMPROVEMENT.
To document root causes for delay and errors
to remove needless variation from day-to-day
tasks in order to standardize the work and
mitigate possible risk and delays,
OBJECTIVE 2-DOCUMENT ROOT
CAUSES FOR DELAY.
0
2
To understand the role of digitisation in organising,
automating and synchronising operations such as
sales, marketing, customer service and technical
support.
OBJECTIVE 4-UNDERSTANDING ROLE
OF DIGITIZATION .
0
4
OBJECTIVES OF THE RESEARCH

6. TIME MOTION ANALYSIS
When they were initially introduced in the 19th century and early 20th centuries, time and
motion studies created rules of motion that guaranteed best performance during a
certain time period and minimised the number of movements required to complete job.
Many industries have conducted time and motion studies throughout the years to
determine how long it takes to complete a given task and to improve it by setting
production targets and eliminating superfluous stages in a process.
A time study can establish a baseline from which to drive improvement efforts or define a
performance benchmark

7. 01
OVER TIME, OR BY MEASURING THE WORK OF SEVERAL PEOPLE, A GENERAL
UNDERSTANDING OF HOW LONG THE WORK TAKES CAN BE OBTAINED, WHICH IS
SUFFICIENT TO GET STARTED.
02
BECAUSE TIME ANALYSIS IS COSTLY IN TERMS OF BOTH LOST WORK TIME AND THE
HARNESSING OF EMPLOYEE TRUST AND ENGAGEMENT, CARE MUST BE TAKEN IN PLANNING
THEM.
03
IT IS IMPORTANT TO ARTICULATE THE REASONS FOR DOING A TIME STUDY IN WRITING
BEFORE BEGINNING. THIS IS IMPORTANT FOR SETTING GOALS AND FOR COMMUNICATING
TO EMPLOYEES.
WHY TIME MOTION ANALYSIS

8. 1
2
3
4
Step 1
Identification of key profiles .
Step 2
Breaking down the major activities , individual
tasks performed and their frequency.
Step 3
Time motion observation of employees .
Step 4
Unstructured interview with the RM to identify
bottlenecks.
Steps Followed to
Perform the Study
5 Step 4
Computation of the average time taken per
task.
This is an exploratory research based on the inputs which have
been collected from the employees of ICICI .
Observations and findings have been mentioned on the basis of
unstructured interviews with the employees of selected profiles i.e.,
Relationship Manager (erstwhile Privilege Banker) and Branch
Manager.
Moreover, the detailed raw data analysis was performed using
random sampling method from a sample of Relationship Managers
to find out the challenges faced by them to provide
recommendations in areas that could enhance their productivity
and overall performance.
Apart from this, in order to make an in-depth analysis, secondary
research has been performed to make the report more conclusive.

9. TIME SPENT ACROSS VARIOUS ACTIVITIES

10. CUSTOMER RELATIONSHIP MANAGEMENT AT ICICI BANK
A relationship-based
marketing approach is
important for the following
reasons.
CRM has enabled ICICI
Bank to value its clients
based on the profits they
contribute, as well as
establish the Customer
Lifetime Value (CLV).
CRM generates report highlighting
customer’s touch and data points,
purchase behaviour, engagement
channels and much more.
LONG-TERM CUSTOMERS ARE
MORE LIKELY TO BECOME A
REFERRAL SOURCE.
RMs now can spend more time on
strengthening their customer relationships
than spending on gathering and
organizing data.
CRM helps to know customer desires,
furnishing quick support, building
personal relationships and then
maintaining an ongoing journey.
When the customer visits their local
branch, the RMs are able to see notes
from their interaction with the call centre.
0
1
CRM HELPS LEVERAGE A 360-
DEGREE VIEW OF EVERY
CUSTOMER.
0
2
INSIGHTS INTO CUSTOMERS’
DATA, THUS BETTER CUSTOMER
SUPPORT SERVICE
0
3
SINGLE, UNIFIED SYSTEM TO
ACCESS A CUSTOMER PROFILE
0
4

11. 1.
2.
3. 4. 5.
TIME ALLOCATION
BETWEEN
INCREASING
BUSINESS &
TAKING SERVICE
REQUESTS
TIME
WASTED
DURING
COMMUTING
UNMAPPED
CUSTOMERS
FROM LARGE
DATABASE
LACK OF
MAINTAINED
CALL
RECORDS
LACK OF
INCENTIVE &
RECOGNITION
Causes for Delay & Errors
Only 28 percent of relationship managers follow a structured time management system. Only 37 percent of
relationship managers’ time is spent on revenue-generating activities. Only 18 percent of relationship
managers’ time is spent using their customer relationship management system (CRM).

12. Proposed Solutions to Enhance RM Productivity
01 03
02
OPERATIONS SALES PERFORMANCE
Family Mapping
Call Reports
Offer Value to Clients
One Bank Approach
Strict Adherence to Hyper-
Personalization Norms
Segregation of SR
Processing & Sales Call
Reports
Location-specific scheduling
of appointments
Real-time Application
Status
Capability Building
Cross-Selling Tracker Aganist
360 Opportunities
Evening Huddle Agenda
Map Unmapped Customer
Data
Co-Create the Future RM Role

13. 1
2
3
4
Capability Building and Reduction of
Re-Work
SUGGESTIONS AS A RESULT
OF TIME MOTION ANALYSIS
The following suggestions are a result of the Time
Motion Analysis done on the Relationship Manager at
the Prashant Vihar , New Delhi Branch.
Digital Forward Transactions
Centralised Police Correspondence
Digital Lobby for Queue Management

14. 5
6
7
Employ Service Alerts to Head Off
Poor Service
SUGGESTIONS AS A RESULT
OF TIME MOTION ANALYSIS
The following suggestions are a result of the Time
Motion Analysis done on the Relationship Manager at the
Prashant Vihar , New Delhi Branch.
Steer Branch Traffic for Routine
Transactions to Other Channels
Culture Changes

15. BUSINESS OUTCOMES
BUILD PRIMACY
BUILD
CUSTOMER
ROYALTY
IMPROVE CUSTOMER
SATISFACTION
MORE PERSONALIZED HYPER-
RELEVANT CUSTOMER MANAGEMENT
INCREASE CROSS
SELL
INCREASE
CUSTOMER
ACQUISTION

16. BUSINESS OUTCOMES
REDUCE
EMPLOYEE
ATTRITION
INCREASE
EMPLOYEE
SATISFACTION
IMPROVE CUSTOMER
SATISFACTION
MORE EFFICIENT WAYS OF WORKING
REDUCE DISPARATE
TOOLS & SYSTEMS
REDUCE TIME TO
SERVE

17. THANK YOU