This document provides information about ICICI Bank, one of the largest banks in India. It discusses ICICI Bank's history, starting as a subsidiary of Industrial Credit and Investment Corporation of India in 1994. Over time, ICICI Bank has grown to become the second largest bank in India with over 3,800 branches. The document outlines ICICI Bank's expansion nationally and internationally, and its transition to offering diverse banking products and services to both corporate and retail customers.
This document provides an executive summary of a project report on studying the impact of customer relationship management (CRM) on customers of banks in Jaipur City, India. The summary outlines the objectives of studying expected CRM benefits and its impact on bank performance. It also discusses limitations like a limited geographical scope and time period. The summary concludes that banks are implementing flexible end-to-end technologies to simplify processes and remove human errors to enable future growth plans.
This document discusses the implementation of customer relationship management (CRM) practices at ICICI Bank, a major private bank in India. It provides an overview of ICICI Bank's CRM strategy, which involves understanding customers, developing customized products and services, interacting with and delivering value to customers, and acquiring and retaining valuable customers. The key aspects of implementing CRM at ICICI Bank included focusing on business needs, organizational structure, metrics, marketing, and technology. ICICI Bank deployed a CRM solution from Siebel and a data warehouse to gain insights from customer data and better manage customer relationships.
HDFC Bank uses CRM to achieve its goal of strengthening customer relationships and increasing profitability. CRM helps HDFC Bank consolidate customer information, provide personalized services, improve productivity and remove operational inefficiencies. HDFC Bank implemented a CRM system to integrate data, enable cross-selling, customize offerings and address competition. The CRM system has helped HDFC Bank increase its customer base significantly and generate hundreds of thousands of personalized offers and leads per month. Customer feedback is valuable for analyzing trends and developing business strategies.
ICICI Bank is India's largest private sector bank that offers a wide range of banking products and services. It uses customer relationship management (CRM) strategies to better understand customers and build long-term relationships. ICICI Bank collects customer data through application forms and centralized software to customize offerings and cross-sell products. It faces challenges like poor customer service, high fees, and aggressive debt collection practices. Suggestions to improve customer service include reducing fees, establishing gentler debt recovery procedures, and addressing complaints about ATM availability and transactions.
This document provides information about CRM practices at Bank of India and ING Vysya Bank. It begins with an acknowledgement and introduction section. Then, it provides details about the CRM practices and technologies used at Bank of India, including their use of technology, loyalty programs, data warehousing and data mining. It also analyzes customer perspectives and satisfaction with Bank of India based on a survey. Finally, it provides background information about ING Vysya Bank, including its founding and current ownership structure.
Presentation on research report of customer satisfaction from e banking servicespriyanka sarraf
This research report summarizes a study on customer satisfaction with e-banking services from HDFC and ICICI Bank. The report outlines the objectives, sample design, data collection methods, findings and conclusions from a survey of 133 customers. Key findings include that the main factors influencing customer perception are good services, cost charges and people's references. The majority of customers reported being satisfied or highly satisfied with e-banking services, though some faced issues with slow speeds, time-consuming transfers and difficulty for less educated users. The report provides recommendations to improve e-banking services and customer training.
Driven by challenges on competition, rising customer expectation and shrinking
margins, banks have been using technology to reduce cost. Apart from competitive
environment, there has been deregulation as to rate of interest, technology intensive
delivery channel like Internet Banking, Tele Banking, Mobile banking and Automated
Teller Machines (ATMs) etc have created a multiple choice to user of the bank. The
banking business is becoming more and more complex with the changes emanating from
the liberalization and globalization. For a new bank, customer creation is important, but
an established bank it is the retention is much more efficient and cost effective
mechanism.
This document provides an executive summary of a project report on studying the impact of customer relationship management (CRM) on customers of banks in Jaipur City, India. The summary outlines the objectives of studying expected CRM benefits and its impact on bank performance. It also discusses limitations like a limited geographical scope and time period. The summary concludes that banks are implementing flexible end-to-end technologies to simplify processes and remove human errors to enable future growth plans.
This document discusses the implementation of customer relationship management (CRM) practices at ICICI Bank, a major private bank in India. It provides an overview of ICICI Bank's CRM strategy, which involves understanding customers, developing customized products and services, interacting with and delivering value to customers, and acquiring and retaining valuable customers. The key aspects of implementing CRM at ICICI Bank included focusing on business needs, organizational structure, metrics, marketing, and technology. ICICI Bank deployed a CRM solution from Siebel and a data warehouse to gain insights from customer data and better manage customer relationships.
HDFC Bank uses CRM to achieve its goal of strengthening customer relationships and increasing profitability. CRM helps HDFC Bank consolidate customer information, provide personalized services, improve productivity and remove operational inefficiencies. HDFC Bank implemented a CRM system to integrate data, enable cross-selling, customize offerings and address competition. The CRM system has helped HDFC Bank increase its customer base significantly and generate hundreds of thousands of personalized offers and leads per month. Customer feedback is valuable for analyzing trends and developing business strategies.
ICICI Bank is India's largest private sector bank that offers a wide range of banking products and services. It uses customer relationship management (CRM) strategies to better understand customers and build long-term relationships. ICICI Bank collects customer data through application forms and centralized software to customize offerings and cross-sell products. It faces challenges like poor customer service, high fees, and aggressive debt collection practices. Suggestions to improve customer service include reducing fees, establishing gentler debt recovery procedures, and addressing complaints about ATM availability and transactions.
This document provides information about CRM practices at Bank of India and ING Vysya Bank. It begins with an acknowledgement and introduction section. Then, it provides details about the CRM practices and technologies used at Bank of India, including their use of technology, loyalty programs, data warehousing and data mining. It also analyzes customer perspectives and satisfaction with Bank of India based on a survey. Finally, it provides background information about ING Vysya Bank, including its founding and current ownership structure.
Presentation on research report of customer satisfaction from e banking servicespriyanka sarraf
This research report summarizes a study on customer satisfaction with e-banking services from HDFC and ICICI Bank. The report outlines the objectives, sample design, data collection methods, findings and conclusions from a survey of 133 customers. Key findings include that the main factors influencing customer perception are good services, cost charges and people's references. The majority of customers reported being satisfied or highly satisfied with e-banking services, though some faced issues with slow speeds, time-consuming transfers and difficulty for less educated users. The report provides recommendations to improve e-banking services and customer training.
Driven by challenges on competition, rising customer expectation and shrinking
margins, banks have been using technology to reduce cost. Apart from competitive
environment, there has been deregulation as to rate of interest, technology intensive
delivery channel like Internet Banking, Tele Banking, Mobile banking and Automated
Teller Machines (ATMs) etc have created a multiple choice to user of the bank. The
banking business is becoming more and more complex with the changes emanating from
the liberalization and globalization. For a new bank, customer creation is important, but
an established bank it is the retention is much more efficient and cost effective
mechanism.
customer relationship management in banking sectorProvash Biswas
This presentation discusses customer relationship management (CRM) and its implementation in banks. CRM refers to principles and practices for interacting with customers to enhance their experience. There are four stages to implementing CRM: identifying customers, classifying them, interacting with valued clients, and customizing products/services. Benefits include increased customer satisfaction, operational efficiencies from better training, and understanding customer value through structured data. Challenges include integrating customers, products, services and delivery channels under CRM.
Implementation of CRM in banking especially in cooperative banking dealing in developing economies. concept of CRM, process of CRM, types of CRM and with respect to types of CRM general recommendations to implement has proposed.
A Study on Customer’s Satisfaction towards Banking Services of State Bank of ...Aby Abdul Rabb
Abstract: The purpose of this research article is to evaluate the customers’ satisfaction towards the banking services rendered by the SBI in Kanyakumari District. The author conducted a literature search on banking services of SBI interviewing of its 150 customers and thoroughly scrutinized how it caters to the banking needs of the inhabitants of Kanyakumari district. The study also focused on various factors that determine the customers’ satisfaction like employees’ behaviour, banking services, banking performance, infra- structure facility, loan oriented services and other value added services. Analysis was made by using various tools like percentage Analysis, Chi- Square Test and charts. The result showed that there is a significant relationship between the variable of customer satisfaction and banking services of the SBI and the customers have a medium level of satisfaction. The SBI could consider the researcher’s suggestions in order to alleviate its reputation and customer satisfaction.
Keywords: Customer satisfaction, Banking Services and services of SBI.
The document is a project report submitted by Rajesh Kumar to the National Institute of Technology on retail banking with reference to Allahabad Bank. It includes an executive summary, introduction, company and industry profiles, data collection methodology, findings, suggestions and conclusions. The report analyzes various aspects of Allahabad Bank's retail banking operations including its products and services, workflow, McKinsey's 7S framework, research methodology and customer feedback.
consumer perception towards financial services of HDFCsubhamgupta56
Her we have analysis the "Consumer perception towards financial services of HDFC" and try to find out the real aspect and the find the opportunity for the Banking sector.
co oparative bank training project report bharati namaCool Bharati
The document provides an evaluation of Ms. Bharati's summer training project report at Jhalawar Central Cooperative Bank. Both the internal and external examiners have signed, indicating that the project work and report are satisfactory.
The document provides an overview of banking and finance in India. It discusses the origin of the word "bank" and defines what a bank is. It also covers the evolution of marketing concepts and their application to banking. Marketing and competition in the banking industry are increasing in importance as banks need to effectively target and segment customers to stay profitable in the face of new competitors. New technologies like electronic banking, phone banking, and online banking are changing how banks interact with and serve customers.
Research Report on Net banking with reference to HDFC BankKumail Raza Muni
Project report is prepared to study various e banking services with reference of HDFC Bank.
It can be referred for those who are working for their bachelor thesis.
The document is a project report submitted by Arpan Mukherjee to the University of Mumbai for a Bachelor of Management Studies degree. The report examines awareness and usage of e-banking in India. It provides background on the development of e-banking in India, including how private banks have embraced new technologies more readily than public sector banks. The report also analyzes the opportunities and challenges of e-banking adoption in India, such as security concerns, low internet penetration rates, and the need for regulatory clarity.
The document is a student project report on e-banking in India. It includes an introduction that defines e-banking and discusses its background and development. It also outlines the objectives, methodology and limitations of the study. The conceptual framework section discusses how online banking works and its benefits to customers. The data analysis section examines how the internet and world wide web have enabled online banking services.
This document provides a project report submitted by Akshay Surana to Calcutta Business School in partial fulfillment of the requirements for a Post Graduate Diploma in Management. The report analyzes digital banking and the challenges faced by HDFC Bank and other Indian banks in adopting digital technologies. It includes an introduction to traditional and digital banking, an overview of HDFC Bank, an analysis of digital banking services and competitors, and conclusions/recommendations based on customer research. The objectives are to understand digital banking concepts and analyze HDFC Bank's progress in adopting technologies compared to other Indian banks.
This document provides an overview of the research methodology used in a study on the e-banking facilities of Kotak Mahindra Bank. It outlines the objectives of studying customer satisfaction and awareness of e-banking services. A descriptive research method was used with a sample of 200 e-banking customers of Kotak Bank in Ahmedabad collected through a questionnaire. The document introduces Kotak Mahindra Bank and the importance of studying their e-banking services to better understand customer usage and perceptions.
This document provides a project report on a training undertaken at Axis Bank. It includes an introduction to the banking industry and Axis Bank in India. The report outlines the research methodology for a comparative analysis of products and services of Axis Bank versus its competitors. It acknowledges those who supported the project and training. The table of contents provides an overview of the report sections which will cover the banking industry, Axis Bank organization, research methodology, findings, SWOT analysis, conclusions and recommendations.
Axis Bank is the third largest private sector bank in India. It was founded in 1993 as UTI Bank and later renamed Axis Bank. The document provides an overview of Axis Bank's vision, services, financial performance, technology products, subsidiaries, and CSR initiatives. It details the bank's focus on innovation through its Thought Factory and expanding services through new technologies like mobile banking, UPI, and digital wallets.
CUSTOMER Satisfaction ICICI Bank Project BY VasudevVasudev Avhad
The document provides information about ICICI Bank, including its history, board of directors, group companies, and board committees. ICICI Bank is India's largest private sector bank that was originally promoted in 1994 and has transformed over the years through mergers and acquisitions. It offers a wide range of banking products and services through various subsidiaries and delivery channels to corporate and retail customers.
This document provides an overview of a project report submitted for a Master's degree in business administration with a specialization in marketing. The project report examines customer relationship management at Reliance Life Insurance in Koppal. It includes chapters on the rationale and objectives of the study, the company profile, a theoretical perspective, research methodology, data analysis and findings. The document also acknowledges those who provided guidance and support for the project.
The document is a summer training report submitted by Amrinder Singh for the partial fulfillment of an MBA degree, focusing on measuring customer satisfaction levels regarding banking services provided by HDFC Bank. It includes a student declaration, acknowledgements, preface, table of contents, and initial chapters introducing the topic, research methodology, and company profile of HDFC Bank. The report examines customer awareness, preferences, and satisfaction regarding HDFC Bank's products and services through a survey of 100 customers in Rudrapur.
100 marks topics for banking and insurance projectsbanking-insurance
Complete topics for 100 marks project for banking and insurance
http://www.managementparadise.com/forums/banking-insurance-final-100-marks-projects/16283-topics-100-marks-project-banking-insurance.html
Customer satisfaction of ebanking/online banking of SBISajid Nasar
This document is a study on customer satisfaction with internet banking at the State Bank of India's Ponganadu branch. It discusses customer satisfaction in banking, defines online/internet banking, and the benefits it provides to both banks and customers. It also outlines the key dimensions of online banking including customer to bank services, bank to bank transactions, electronic central banking, and internal bank intranet procurement. The proliferation of internet has opened new opportunities for retail banks to provide products and services through e-banking and online banking channels.
ICICI Bank implemented a CRM solution in phases to create a single customer view and better understand customers. The first phase created a data warehouse integrating 6 systems. The second phase expanded data and added segmentation tools. Future phases aim to automate campaigns and integrate additional systems. Key challenges included lack of models, disparate systems, and building a data-driven culture. Critical success factors were a technology focus, independent CRM team, and phased approach. Benefits included increased revenues, cost savings, and improved decisions. The roadmap includes advanced analytics, automated campaigns, and customer profitability models.
customer relationship management in banking sectorProvash Biswas
This presentation discusses customer relationship management (CRM) and its implementation in banks. CRM refers to principles and practices for interacting with customers to enhance their experience. There are four stages to implementing CRM: identifying customers, classifying them, interacting with valued clients, and customizing products/services. Benefits include increased customer satisfaction, operational efficiencies from better training, and understanding customer value through structured data. Challenges include integrating customers, products, services and delivery channels under CRM.
Implementation of CRM in banking especially in cooperative banking dealing in developing economies. concept of CRM, process of CRM, types of CRM and with respect to types of CRM general recommendations to implement has proposed.
A Study on Customer’s Satisfaction towards Banking Services of State Bank of ...Aby Abdul Rabb
Abstract: The purpose of this research article is to evaluate the customers’ satisfaction towards the banking services rendered by the SBI in Kanyakumari District. The author conducted a literature search on banking services of SBI interviewing of its 150 customers and thoroughly scrutinized how it caters to the banking needs of the inhabitants of Kanyakumari district. The study also focused on various factors that determine the customers’ satisfaction like employees’ behaviour, banking services, banking performance, infra- structure facility, loan oriented services and other value added services. Analysis was made by using various tools like percentage Analysis, Chi- Square Test and charts. The result showed that there is a significant relationship between the variable of customer satisfaction and banking services of the SBI and the customers have a medium level of satisfaction. The SBI could consider the researcher’s suggestions in order to alleviate its reputation and customer satisfaction.
Keywords: Customer satisfaction, Banking Services and services of SBI.
The document is a project report submitted by Rajesh Kumar to the National Institute of Technology on retail banking with reference to Allahabad Bank. It includes an executive summary, introduction, company and industry profiles, data collection methodology, findings, suggestions and conclusions. The report analyzes various aspects of Allahabad Bank's retail banking operations including its products and services, workflow, McKinsey's 7S framework, research methodology and customer feedback.
consumer perception towards financial services of HDFCsubhamgupta56
Her we have analysis the "Consumer perception towards financial services of HDFC" and try to find out the real aspect and the find the opportunity for the Banking sector.
co oparative bank training project report bharati namaCool Bharati
The document provides an evaluation of Ms. Bharati's summer training project report at Jhalawar Central Cooperative Bank. Both the internal and external examiners have signed, indicating that the project work and report are satisfactory.
The document provides an overview of banking and finance in India. It discusses the origin of the word "bank" and defines what a bank is. It also covers the evolution of marketing concepts and their application to banking. Marketing and competition in the banking industry are increasing in importance as banks need to effectively target and segment customers to stay profitable in the face of new competitors. New technologies like electronic banking, phone banking, and online banking are changing how banks interact with and serve customers.
Research Report on Net banking with reference to HDFC BankKumail Raza Muni
Project report is prepared to study various e banking services with reference of HDFC Bank.
It can be referred for those who are working for their bachelor thesis.
The document is a project report submitted by Arpan Mukherjee to the University of Mumbai for a Bachelor of Management Studies degree. The report examines awareness and usage of e-banking in India. It provides background on the development of e-banking in India, including how private banks have embraced new technologies more readily than public sector banks. The report also analyzes the opportunities and challenges of e-banking adoption in India, such as security concerns, low internet penetration rates, and the need for regulatory clarity.
The document is a student project report on e-banking in India. It includes an introduction that defines e-banking and discusses its background and development. It also outlines the objectives, methodology and limitations of the study. The conceptual framework section discusses how online banking works and its benefits to customers. The data analysis section examines how the internet and world wide web have enabled online banking services.
This document provides a project report submitted by Akshay Surana to Calcutta Business School in partial fulfillment of the requirements for a Post Graduate Diploma in Management. The report analyzes digital banking and the challenges faced by HDFC Bank and other Indian banks in adopting digital technologies. It includes an introduction to traditional and digital banking, an overview of HDFC Bank, an analysis of digital banking services and competitors, and conclusions/recommendations based on customer research. The objectives are to understand digital banking concepts and analyze HDFC Bank's progress in adopting technologies compared to other Indian banks.
This document provides an overview of the research methodology used in a study on the e-banking facilities of Kotak Mahindra Bank. It outlines the objectives of studying customer satisfaction and awareness of e-banking services. A descriptive research method was used with a sample of 200 e-banking customers of Kotak Bank in Ahmedabad collected through a questionnaire. The document introduces Kotak Mahindra Bank and the importance of studying their e-banking services to better understand customer usage and perceptions.
This document provides a project report on a training undertaken at Axis Bank. It includes an introduction to the banking industry and Axis Bank in India. The report outlines the research methodology for a comparative analysis of products and services of Axis Bank versus its competitors. It acknowledges those who supported the project and training. The table of contents provides an overview of the report sections which will cover the banking industry, Axis Bank organization, research methodology, findings, SWOT analysis, conclusions and recommendations.
Axis Bank is the third largest private sector bank in India. It was founded in 1993 as UTI Bank and later renamed Axis Bank. The document provides an overview of Axis Bank's vision, services, financial performance, technology products, subsidiaries, and CSR initiatives. It details the bank's focus on innovation through its Thought Factory and expanding services through new technologies like mobile banking, UPI, and digital wallets.
CUSTOMER Satisfaction ICICI Bank Project BY VasudevVasudev Avhad
The document provides information about ICICI Bank, including its history, board of directors, group companies, and board committees. ICICI Bank is India's largest private sector bank that was originally promoted in 1994 and has transformed over the years through mergers and acquisitions. It offers a wide range of banking products and services through various subsidiaries and delivery channels to corporate and retail customers.
This document provides an overview of a project report submitted for a Master's degree in business administration with a specialization in marketing. The project report examines customer relationship management at Reliance Life Insurance in Koppal. It includes chapters on the rationale and objectives of the study, the company profile, a theoretical perspective, research methodology, data analysis and findings. The document also acknowledges those who provided guidance and support for the project.
The document is a summer training report submitted by Amrinder Singh for the partial fulfillment of an MBA degree, focusing on measuring customer satisfaction levels regarding banking services provided by HDFC Bank. It includes a student declaration, acknowledgements, preface, table of contents, and initial chapters introducing the topic, research methodology, and company profile of HDFC Bank. The report examines customer awareness, preferences, and satisfaction regarding HDFC Bank's products and services through a survey of 100 customers in Rudrapur.
100 marks topics for banking and insurance projectsbanking-insurance
Complete topics for 100 marks project for banking and insurance
http://www.managementparadise.com/forums/banking-insurance-final-100-marks-projects/16283-topics-100-marks-project-banking-insurance.html
Customer satisfaction of ebanking/online banking of SBISajid Nasar
This document is a study on customer satisfaction with internet banking at the State Bank of India's Ponganadu branch. It discusses customer satisfaction in banking, defines online/internet banking, and the benefits it provides to both banks and customers. It also outlines the key dimensions of online banking including customer to bank services, bank to bank transactions, electronic central banking, and internal bank intranet procurement. The proliferation of internet has opened new opportunities for retail banks to provide products and services through e-banking and online banking channels.
ICICI Bank implemented a CRM solution in phases to create a single customer view and better understand customers. The first phase created a data warehouse integrating 6 systems. The second phase expanded data and added segmentation tools. Future phases aim to automate campaigns and integrate additional systems. Key challenges included lack of models, disparate systems, and building a data-driven culture. Critical success factors were a technology focus, independent CRM team, and phased approach. Benefits included increased revenues, cost savings, and improved decisions. The roadmap includes advanced analytics, automated campaigns, and customer profitability models.
ICICI Bank began as a development bank providing services to corporations, and later diversified into retail banking in the 1990s. It established ICICI Bank as a commercial bank to better serve retail customers. ICICI's retail strategy focuses on using technology to reduce costs and improve customer service through multiple electronic channels. The bank implements CRM to enhance customer interactions and achieve one-to-one marketing by tracking customer histories across channels to better understand, develop products for, interact with, acquire, and retain customers.
This document provides an overview of a project report on Customer Relationship Management (CRM) conducted at Sri Futuristic Solutions in Vijayawada, India. It discusses the importance of CRM in maintaining long-term relationships with customers. The objectives of the CRM study are to examine current CRM practices, understand the impact of CRM on profitability, identify factors affecting CRM, and analyze the role of information technology in CRM. Primary and secondary data were collected through surveys. Sri Futuristic Solutions is introduced as a company providing web design, software development, and education consultancy services with a goal of delivering high quality solutions.
Bank recapitalization as a marketing strategy in a competitive banking industryGabriel Ken
The Nigerian banking system was at no time immune to reforms. This was confirmed by the central bank of Nigeria in her 2006 Annual report. The proliferation of banks in the country over the past decade or two have resulted in banks developing various strategies to survive despite the competition that threatened to drag them under. In Nigeria, most banks have not lived up to expectations of providing better and adequate goods and services to their customers, they have low capital base thereby forcing some of them to fold up with people’s money and other valuable items. Therefore, bank recapitalization as part of the strategy adopted by the central bank of Nigeria(CBN) to raise the capital base of the banks in the country, with the aim of strengthening and consolidating the banking sector came at the right time. Today’s United Bank for Africa Plc(UBA), is the result of the merger of the Old UBA, Standard Trust Bank(STB) and subsequent acquisition of Continental Trust Bank(CTB).
Customer relationship management in indian retail banking industryiaemedu
- The document is from the International Journal of Management and discusses customer relationship management (CRM) in the Indian retail banking industry.
- It develops a framework for a Customer Relationship Management Model (CRMM) applicable to Indian retail banks and analyzes how service quality influences customer behavior and satisfaction levels.
- The results reveal a lack of CRM package adoption and awareness among bank employees, suggesting successful implementation requires creating the right culture and attitude to prioritize customer service.
Crm Presentation On Standard Charted BankPooja Mishra
Standard Chartered Bank needed a CRM solution to manage the large volumes of customer data from its various banking services and over 2.2 million retail customers. It implemented a customizable SAS CRM solution to integrate data from multiple sources, perform customer analytics to predict behaviors, and deliver insights. This enabled the bank to launch targeted campaigns, products like the Diva account, and increase cross-selling. The CRM solution helped the bank focus on customer-centricity, cost management, and profitability.
The document discusses customer relationship management (CRM) and electronic customer relationship management (e-CRM). It defines CRM as a company's commitment to place the customer experience at the center of its priorities. e-CRM combines traditional CRM with internet technologies. The goals of e-CRM include reducing costs, improving customer satisfaction and retention, and increasing profits. e-CRM provides benefits for both businesses and customers but also faces challenges such as privacy concerns if customer data is not properly protected. The document recommends that banks adopt e-CRM to improve customer service and expand their business, despite potential implementation challenges.
Marketing strategy an indian bank perspectivepatelpraveen
HDFC Bank has a segmentation, targeting, and positioning strategy to serve diverse Indian customers. It segments customers based on demographic and psychographic variables and targets multiple segments through differentiated products. However, it misses some important segments like students. The marketing mix does not fully align with the bank's positioning of understanding customers. The bank also engages in branding, customer relationship management, and reputation management. It identifies, interacts with, and customizes products for premium customers but could improve how it serves rural segments and handles complaints. An updated strategy is proposed to address these issues.
This document provides information about a project report on bank marketing submitted by a student named Jayesh Gaonkar. The report includes a declaration by the student, an acknowledgement of those who helped with the project, an executive summary that outlines the objectives and scope of the report, and an index of topics to be covered such as the meaning of marketing and bank marketing, market research in Indian banks, increasing importance of marketing in the banking industry, and strategies for effective bank marketing in India. The report appears to provide an overview of the concept of bank marketing and its role and functions within the Indian banking system.
This document provides an overview of the history, present, and future of customer relationship management (CRM). It discusses how CRM has evolved from mass marketing in the 1960s to focus more on customer segmentation, customization, niche marketing, and relationship building. The present involves promotion campaigns, feedback services, and CRM software. The future of CRM is focused on increased retention, sales, and reducing costs through technology that provides more customer information and individualized experiences. Overall, the document traces the development of CRM and its increasing importance in understanding and interacting with customers.
This project report has been prepared as per the requirement of the syllabus of
MBA course structure under which the students are the required to undertake
project.
It was a first hand experience for us as that we were exposed to the professional
set-up and were facing the market, which was really a great experience.
During project period, I had very touching experiences. When business is involved,
experiences counts a lot, as we know, experience are an instrument, which leads
towards success.
A comperative study of organizational culture of sbi, icici, hdfc bankshweta mukherjee
This document is a mentoring report on the organizational culture of State Bank of India (SBI), ICICI Bank, and HDFC Bank. It includes an introduction to organizational culture, objectives of the study which are to study the current culture of the three banks and compare them to determine the best culture. The report will analyze data collected on the banks' cultures to draw inferences. It aims to generate information on the current work cultures and employees' perspectives within the banks.
A study on effectiveness of crm in hdfc standard life insurance in to inc...Projects Kart
This document is a project report submitted for an MBA program. It discusses conducting a study on the effectiveness of customer relationship management (CRM) in increasing sales at HDFC Standard Life Insurance. The report includes an introduction to insurance sectors in India, the history and growth of the insurance industry, and outlines several chapters that will be included in the report, such as the research methodology, industry and company profile, data analysis and findings.
This document is a project report submitted for the partial fulfillment of an MBA degree. It examines NPA (non-performing asset) management in SBI (State Bank of India). The report includes certificates by the student and supervisor. It also includes a synopsis that outlines the objectives, significance and methodology of the study. The objectives are to understand NPAs, examine SBI's NPA position, understand the impact of NPAs on banks, identify reasons for loan default, and suggest measures to reduce NPAs. The significance is that high NPAs reduce bank profitability. The methodology involves a sample survey of bank officials and analysis of secondary data on SBI's NPA levels and ratios over time.
HDFC Bank has over 3,300 branches across India and leverages CRM technology like call center automation and data warehousing. The bank implemented a CRM solution from CRMnext in 2008 that provides a 360-degree view of customers and an integrated sales platform. HDFC Bank's CRM strategy focuses on customer experience management, cross-selling capabilities, and segmentation to improve relationships and sales. The bank has a wide range of personal, commercial, NRI, and investment products and services and competes primarily with ICICI Bank.
Summer internship report submitted to State Bank of India on the topic - “Yo...Deepanjan Das
A Summer internship report submitted to State Bank of India on the topic - “Youth and SBI - Connected or Disconnected”.
Research work done from May 15th 2013 to July 15th 2013.
60 days/ 2 months internship program.
Customer relationship management and importance of relationship marketing in ...Projects Kart
This document discusses the importance of customer relationship management (CRM) in the banking sector. It explains that with increasing competition and globalization, banks need to focus on retaining high net worth customers through strong relationship management. Innovative CRM strategies and software can help banks provide customized services and achieve business goals. The entire financial services industry has transformed to become more customer-centric, with customers expecting quick and efficient service. CRM is important for banks as it helps bond customers for the long term, increasing revenues. For banks to succeed, they must ensure customers prefer their products and services over competitors by understanding customer needs.
ICICI Bank implemented a customer relationship management (CRM) strategy to focus on customers and enhance their experience. The bank used technology to reduce costs, increase customer retention, and improve cross-selling. ICICI's CRM involves communicating more with customers and prospects to enhance every customer contact. The bank aims to achieve one-to-one marketing by tracking customer lifecycles and facilitating coordinated communication across channels to efficiently manage customers.
to study customer relationship management towards pooja industries.pvt.ltd, ...SaurabhShete11
This document is a project report submitted by Saurabh Balasaheb Shete to Savitribai Phule Pune University in partial fulfillment of the requirements for a Master of Business Administration degree. The project report studies customer relationship management at Pooja Industries, which is located in Ambad MIDC, Nashik, Maharashtra, India. The report includes a declaration by Saurabh, an acknowledgement of those who provided guidance and assistance, an executive summary of the report's contents, and an index of the report's chapters.
ICICI Bank implemented a CRM strategy to enhance customer relationships. CRM involves understanding customers through profiling, developing customized interactions, interacting and delivering tailored services, and acquiring and retaining top customers. ICICI's CRM roadmap aims for one-to-one marketing through coordination of functions and channels. The results of CRM include increased communication and a focus on enhancing every customer contact. A gap analysis helped identify areas to improve marketing, customer information management, and operations. ICICI's customer-centric CRM approach has helped it become one of India's most successful banks.
Current Scenario of Different Type of Services Marketing and Delivery in Cust...Dr. Amarjeet Singh
A Significance of customer relationship management, CRM in banking sector and their benefit to their customer, principles of CRM, challenges for implementation. Profile of sample bank and their working performance were discussed perception of service quality of public and private sectors banks and their expectations in this regard and discussed in forthcoming the social economic profile of the respondents is disused.
The concept of CRM is vital to the insurance sector. Good customer service is the bust brand ambassador for any mode of insurance. The entire business process consists of highly integrated efforts to discover, create, arouse and satisfy customer need. The modern business has realized it and is making all out efforts to become customer-centric across the globe. Hence, the customer relationship management is not a once-for-all affair but a continuous process. It is the integral approach of dealing with customer by deploying the advanced information technology.
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Crm at private banks
1. | 1
TO STUDY THE CUSTOMER RELATIONSHIP
MANAGEMENT AND IMPORTANCE OF
RELATIONSHIP MARKETING AT ICICI BANK
SUBMITTED BY:
STUDENT’S NAME: Sangam Yadav
PROGRAMME: BBA
ENROLLMENT NO- A7006412029
Under The Guidance of:
Faculty Guide:
Dr. Sachin Srivastava
Sr. Lecturer
Amity Business School, Lucknow.
(DISSERTATION REPORT IN PARTIAL FULFILLMENT OF THE AWARD OF FULL TIME
BACHELORS IN BUSINESS ADMINISTRATION (2012-15))
AMITY BUSINESS SCHOOL
AMITY UNIVERSITY UTTAR PRADESH LUCKNOW
2. | 2
STUDENT’S CERTIFICATE
Certified that this report is prepared based on the Dissertation Report undertaken
by me in “TO STUDY THE CUSTOMER RELATIONSHIP MANAGEMENT
AND IMPORTANCE OF RELATIONSHIP MARKETING AT ICICI BANK”
from 22nd
December 2014 to 4th
March 2015, under the able guidance of Dr. Sachin
Srivastava in partial fulfillment of the requirement for award of degree of Bachelors
of Business Administration from Amity University, Uttar Pradesh.
03/03/2015
Sangam Yadav Dr. Sachin Srivastava Prof. V. P. Sahi
(Student) (Faculty Guide) (ABS, Lucknow)
3. | 3
FACULTY CERTIFICATE
Forwarded here with a Dissertation Report on “TO STUDY THE CUSTOMER
RELATIONSHIP MANAGEMENT AND IMPORTANCE OF
RELATIONSHIP MARKETING AT ICICI BANK” of submitted by Sangam
Yadav Enrolment No A7006412029 student of Bachelors in Business
Administration (2012-15). This project work is partial fulfillment of the
requirement for the degree of Bachelors in Business Administration from Amity
University, Lucknow Campus, Uttar Pradesh.
Dr. Sachin Srivastava
Sr. Lecturer,
Amity Business School,
Lucknow.
4. | 4
ACKNOWLEDGEMENT
I express my sincere gratitude to Dr. Sachin Srivastava, for granting me the permission to work
on the project “TO STUDY THE CUSTOMER RELATIONSHIP MANAGEMENT AND
IMPORTANCE OF RELATIONSHIP MARKETING AT ICICI BANK”. I am greatly indebted
to him for providing her valuable guidance at all stages of the study, their advice, constructive
suggestions, positive and supportive attitude and continuous encouragement, without which it
would have not been possible to complete the project.
I am thankful to the faculties at Amity University, Lucknow who extended their help for me
whenever required.I hope that I can build upon the experience and knowledge that I have gained
and make a valuable contribution towards this industry in coming future.
5. | 5
TABLE OF CONTENTS:-
SI.
No. PARTICULARS
Page
No.
1. Chapter 1- Introduction
CRM- an overview
Why CRM ?
CRM framework
2. Chapter 2 – Profile of the company
Bank profile
Need of CRM in banking industry
Process fordelievering CRM
Components of CRM cycle
Application of CRM in banks
3. Chapter 3 – Objectives
4. Chapter 4- Research Methodology
5. Chapter 5- Data Analysis
6. Chapter 6- Findings and Recommendations
7. Chapter 7 - Bibliography
6. | 6
“How you gather, manage, and use
information will determine whether you win
or lose.”
-Bill Gates
CHAPTER 1- INTRODUCTION
7. | 7
Customer relationship management (CRM) is a system for managing a company's interactions
with current and future customers. It often involves using technology to organize, automate and
synchronize sales, marketing, customer service, and technical support. CRM refers to the
practices, strategies and technologies that companies use to manage, record and evaluate
customer interactions in order to drive sales growth by deepening and enriching relationships
with their customer bases.
Customer relationship management (CRM) has its roots in relationship marketing which
supports the proposition that a firm can boost its profitability by establishing long term
relationships with the customers.
CRM systems are designed to compile information on customers across different channels or
points of contact between the customer and the company which could include the company's
website, telephone, live chat, direct mail, marketing materials and social media. CRM systems
can also give customer-facing staff detailed information on customers' personal information,
purchase history, buying preferences and concerns.
CRM is a long term approach and targets selected customers. It focuses on one-to-one or
individualized relationship with the customers.
CRM is a strategy and technology that is used to build stronger relationships between
organizations and their clients. An organization will store information that is related to their
clients, and employees will analyze it to use it in forecasting and making reports. Some of the
strategies of CRM software are planning for targeted marketing campaigns towards specific
clients. The strategies used will be relying on the information that is coming from the CRM
system. CRM software solution is commonly used by all kind of corporations that focusing on
maintaining a strong relationship with their customers.
CRM enables you to focus on your organization’s relationships with individual people – whether
those are customers, service users, colleagues or suppliers. Some of the biggest gains in
productivity can come from moving beyond CRM as a sales and marketing tool and embedding
it in your business – from HR to customer services and supply chain management.
Customer Relationship Management (CRM) is still at the infancy stage. It is a concept that seeks
to build long term relationships with customers. Through CRM initiatives it is expected to gain
confidence and loyalty of the customer.
The concept of CRM demands the sharing of customer combination management through the
positioning, value added strategies and reward, which aimed at sharing with customer.
Thus, the five best ways to keep customer coming back are:
Be Reliable
Be Credible
8. | 8
Be Attractive
Be Responsive
Be Empathic.
WHY CRM ?
Profit- CRM has to be sustainable for customer as well as the company. CRM
must be beneficial for both the parties. The organization wants to earn money and
also provide value-added services. The customers should get value for their money
and the company should earn revenue/profit.
CRM is a low investment-high return strategy.
CRM helps businesses grow because it keeps a track on the history of customer
interactions.
CRM has no limit. It can always be enhanced.
Customer retention is enhanced by engaging the customers in a relationship.
Chances of customer satisfaction increases.
It helps to identify the prospects through database and customer knowledge.
Up-selling and cross-sellingbecomes easier.
9. | 9
CRM FRAMEWORK/BLUERINT :-
1. Know your customers- It refers to formal or informal approach towards the customers in
order to identify their needs.
2. Know your internal customers- Until and unless an employee is happy, he will not be
able to satisfy his customers. Therefore, it is equally important to keep your internal
customers (employees) happy through incentives like employee of the month.
3. Recognize your customers- It refers to identifying profitable customers through
database management.
4. Value addition through interaction- Keep interacting with customers and make every
interaction value added or beneficial for the customer. Every interaction with customer
should become a source of information.
5. Interdependence- There comes a stage when company and customers become inter-
dependent on each other.
Know your customers Recognize your customers
Value addition through interactionInterdependence
10. | 10
CHAPTER 2- PROFILE OF THE COMPANY
ICICI Bank is an Indian multinational banking and financial services company headquartered in
Mumbai, Maharashtra. As of 2014 it is the second largest bank in India in terms of assets and
market capitalization. It offers a wide range of banking products and financial services for
corporate and retail customers through a variety of delivery channels and specialized subsidiaries
in the areas of investment banking, life, non-life insurance, venture capital and asset
management. The Bank has a network of 3,800 branches and 11,162 ATMs in India, and has a
presence in 19 countries. ICICI Bank is one of the Big Four banks of India, along with State
Bank of India, Punjab National Bank and Bank of Baroda. The bank has subsidiaries in the
United Kingdom, Russia, and Canada; branches in United States, Singapore, Bahrain, Hong
Kong, Sri Lanka, Qatar and Dubai International Finance Centre; and representative offices in
United Arab Emirates, China, South Africa, Bangladesh, Thailand, Malaysia and Indonesia. The
company's UK subsidiary has also established branches in Belgium and Germany.
ICICI Bank was established by the Industrial Credit and Investment Corporation of India
(ICICI), an Indian financial institution, as a wholly owned subsidiary in 1994. The parent
company was formed in 1955 as a joint-venture of the World BANK. The bank was initially
known as the Industrial Credit and Investment Corporation of India Bank, before it changed its
name to the abbreviated ICICI Bank. The parent company was later merged with the bank.ICICI
Bank launched internet banking operations in 1998. ICICI's shareholding in ICICI Bank was
reduced to 46 percent, through a public offering of shares in India in 1998, followed by an equity
offering in the form of American Depositary Receipts on the NYSE in 2000. ICICI Bank
acquired the Bank of Madura Limited in an all-stock deal in 2001 and sold additional stakes to
institutional investors during 2001-02.In the 1990s, ICICI transformed its business from a
development financial institution offering only project finance to a diversified financial services
11. | 11
group, offering a wide variety of products and services, both directly and through a number of
subsidiaries and affiliates like ICICI Bank. In 1999, ICICI become the first Indian company and
the first bank or financial institution from non-Japan Asia to be listed on the NYSE.
In October 2001, the Boards of Directors of ICICI and ICICI Bank approved the merger of ICICI
and two of its wholly owned retail finance subsidiaries, ICICI Personal Financial Services
Limited and ICICI Capital Services Limited, with ICICI Bank. The merger was approved by
shareholders of ICICI and ICICI Bank in January 2002, by the High Court of Gujarat at
Ahmedabad in March 2002 and by the High Court of Judicature at Mumbai and the Reserve
Bank of India in April 2002.
ICICI Bank (formerly Industrial Credit and Investment Corporation of India) is a major banking
and financial services organization in India. It is the 4th largest bank in India and the largest
private sector bank in India by market capitalization. The bank also has a network of 1,700+
branches (as on 31 March 2010) and about 4,721 ATMs in India and presence in 19 countries, as
well as some 24 million customers (at the end of July 2007). ICICI Bank offers a wide range of
banking products and financial services to corporate and retail customers through a variety of
delivery channels and specialization subsidiaries and affiliates in the areas of investment
banking, life and non-life insurance, venture capital and asset management.
• ICICI Bank has won Gold in the Readers Digest Trusted Brands 2010 Consumer award in the
Finance category for a) Best Bank and b) Best Credit Card Issuing Bank.
• ICICI Bank has been recognised as one of the 'Top Companies for Leaders' in India in a study
conducted by Aon Hewitt.
• IDRBT has given awards to ICICI Bank in the categories of 'Social Media and Mobile Banking'
and' Business Intelligence Initiatives'.
• ICICI Bank won the award for the Best Bank - Global Business Development (Private Sector)
in the Dun & Bradstreet - Polaris Financial Technology Banking Awards 2014.
• ICICI Bank was awarded the Certificate of Recognition as one of the Top 5 Companies in
Corporate Governance in the 14th ICSI (The Institute of Company Secretaries of India)
Parent Company- ICICI Bank Limited
Category-Banking Sector
Tagline/ Slogan-Khayal Aapka; Hum hain na
12. | 12
USP- The most efficient and Tech Savvy bank in the Indian Banking Industry
STP-
Segment- People who want to INVEST their money in the banking industry
Target Group- People in the high and the mid income group
Positioning- ICICI has positioned itself as the bank that is customer friendly and is using
technology to reach its customers
SWOT Analysis
Strength:-
1. Front runner in the Indian Private Banking Sector
2. Strong presence via its branches
3. High use of technology to make life simpler for the customers
4.Large no. of facilities for the customers in terms of products and services
5. Over 75,000 employees at ICICI
6. Decades of Experience in the Banking sector along with marketing has added to the brand
name
7. Presence in over 19 countries
Weakness-
1. Too much competition in the banking sector affecting employee and customer management
2. Many branches in urban areas has led to high cost
Opportunity-
1. Opening more branches in the rural areas
2. Use of technology to penetrate rural markets
3. Venturing into countries like Africa where the economy is coming up
Threats-
1. Ever changing RBI policies
2. International and other Competitors
13. | 13
3.Inability to adapt to changing conditions due to large size
Competitors-
1. SBI
2. HDFC
3. Kotak Mahindra Bank
Need of CRM in the Banking Industry:
A Relationship-based Marketing approach has the following benefits: -
1. Over time, retail bank customers tend to increase their holding of the other products from
across the range of financial products / services available.
2. Long-term customers are more likely to become a referral source.
3. The longer a relationship continues; the better a bank can understand the customer and his/her
needs & preferences, and so greater the opportunity to tailor products and services and cross-sell
the product / service range.
4. Customers in long-term relationships are more comfortable with the service, the organization,
methods and procedures. This helps reduce operating cost and costs arising out of customer
error.
With increased number of banks, products and services and practically nil switching costs,
customers are easily switching banks whenever they find better services and products. Banks are
finding it tough to get new customers, and more importantly, retain existing customers.
The Processes for Delivering CRM:-
The tools and the processes are as follow –
Customer application form
Centralized software where the whole data is collected.
Wide range of offerings
Cross – selling
Feedback forms
1) Customer Application Forms:
Bank collects all the data from customer application form and gets the personalized information
to know which product to offer to which customer. This process helps in collecting the data and
knowing what the customer wants.
14. | 14
2) Centralized Software where the Whole Data is Collected:
The data collected through customer application forms is available at one server and can be
accessed anytime, anywhere. So, this helps in the further process of customized offerings and
3) Wide Range of Offerings:
After collecting the data from the customer, team decides what product to offer to which
customer. In case the bank recognizes you as a valuable customer then is offers a more
customized service.
4) Cross – Selling:
It refers to offering another product from the service offering of the bank to the customer which
he has not gone for. For example If customer has savings account with the bank then they offer
him a insurance, fixed deposits etc. This depends on the value of the customer to the bank. Cross
selling is not offered to every customer. It depends on how loyal the customer is to the bank. The
more business he gives us, the more are his chances of being special services offered.
5) Feedback Forms:
The bank distributes feedback forms at all its branches. The customer’s feedbacks on the service,
technology used, employee behaviour and promptness in solving customer’s problems, are taken
and they are analyzed.
CRM helps to know the needs and wants of the customer. So, on the basis of this company can
decide which product to offer to which customer. It has been observed that cross – selling is the
best weapon. It enhances the relationship value with the customer. This satisfies the customer
and that is the reason why the customer keeps on coming again and again to the company. This
helps in retaining the market share. Now, the satisfied customers help in the word- of – mouth
promotion of the bank, which eventually increases our market share.
• It is viewed as a discipline as well as a set of discrete software technologies, which will focus
on automating and improving the business processes associated with managing customer
relationships in the areas of sales, marketing, customer service and support. The organization
aims to achieve the end goal of one-to-one marketing. The CRM Software applications will
facilitate the coordination of multiple business functions. Coordinate multiple channels of
communication with the customer to carry out customer management more efficiently.
It should allow ICICI to engage in one-to-one marketing by tracking complete customer life-
cycle history. To begin with, it will automate process-flow tracking in the product sales
process, and be able to generate customized reports and promote cross selling.
15. | 15
It will also enable efficient campaign management by providing a software interface for
definition, tracking, execution and analysis of campaigns.
COMPONENTS OF CRM CYCLE
• Understand and Differentiate.
• Develop and Customize.
• Interact and Deliver.
• Acquire and Retain.
• Understand and Differentiate: Organizations need to understand their customers in order to
have a relationship with them. Profiling to understand demographics, purchase patterns and
channel preference. Primary research to capture needs and attitude. Customer valuation to
understand profitability, as well as lifetime value or long-term potential. The ICICI Group’s
customers need to see that the firm is differentiating service and communications, based on their
learning independently and on the customer expectation and the expected values.
• Develop and Customize: In a customer-focused world, product and channel development has
to follow the customer’s lead, identify customer’s wants, determine the value and desire of the
customer, etc. Organizations are increasingly developing products and services, and even new
16. | 16
channels based on customer needs and service expectations. ICICI believes that the extent of
customization should be based on the potential value delivered by the customer.
• Interact and Deliver: To foster relationships, organizations need to insure that: All areas of
the organization have easy access to relevant, actionable customer information. All areas are
trained how to use customer information to tailor interactions based on both customer needs
potential customer value. ICICI is strongly of the opinion that value is not just based on the price
of the product or the discounts offered but are based on a number of factors including the quality
of products and services, convenience, speed, ease of use, responsiveness, and service
excellence.
• Acquire and Retain: The more ICICI learns about customers, the easier it is to pinpoint those
that are producing the greatest value for the organization. They aim to continue to learn more
about each customer segment and use it for successful customer retention. As ICICI moves step
further in CRM they hopes to gain insight and understanding that enhance the subsequent efforts.
The organization shall become increasingly sophisticated in the implementation of CRM
processes, and over a period of time shall become increasingly profitable by doing so. Successful
customer retention is based on the organizations ability to constantly deliver, based on three
principles:
• Maintain interaction:
Never stop listening.
Continue to deliver on the customer’s definition of value.
Customers change as they move through differing stages of their lives, which implies that the
firm needs to be alert for changes and to modify its services and value propositions as they
change. There are five interrelated areas:
• Business Focus.
• Organizational Structure.
• Business Metrics.
• Marketing Focus.
• Technology.
The key to building the CRM action plan was in understanding with the organization that stood
relative to each of the five aspects of change. Interviews with key individuals throughout the
organization helped identify different initiatives that have been launched, all focused on CRM.
• The next step in the process was a ‘Gap Analysis’, this analysis helped identify the CRM
organizational holes: Marketing, sales and service practices. Collection, capture, processing and
17. | 17
deployment of customer information. Distribution and operations effectiveness at customer
touch points.
• CRM, according to ICICI consists of the following approaches:
• 1. Getting personalized information on customers.
• 2. What is the value of the relationship?
• 3. Customized offerings to the customers.
• 4. Converting a prospective customer into a true customer.
1) Getting personalized information on customers:
• The bank collects all the information about the customers for processing. ICICI bank
• Mainly 4 service offerings viz: loan account, saving account, current account and
• Deposits. Moreover, the bank has many customers in each category. So, they collect
• On one server and thus the company gets the personalized information on each customer by
• Asking them to fill the information in customer application form.
2) What is the value of the relationship?
• After the collection of the personalized information on every customer, the department checks
out the value of the relationship with each and every customer. Later, they decide how to
approach the customer for knowing what his needs and wants are? After this is done, the
company offers him the customized product.
3) Customized offering to the customers:
• The step which comes after deciding the value of the customer is that the company offers the
person the customized product. Moreover, they also practice a concept called cross- selling. Over
here. Cross – selling refers to offering another product from the service offering • Bank to the
customer which he has not gone for. Example If customer has saving with the bank then we offer
him loan, insurance and other investments.
4) Converting a prospective customer in to a true customer:
• The last approach of CRM according to ICICI bank is that they try to convert the prospective
customer into a true customer. Right from the moment the inquiry comes, they follow- up the
customer and then make him to come to the bank occasionally and then regularly.
18. | 18
APPLICATION OF CRM IN BANKS:-
In the pre- industrialized area where SBI and other nationalized banks dominated the economy,
relationship building was not given much importance but with deregulation and entrance of
private banks into the economy, CRM became important.
Personalization: Banks can apply CRM with personalized attention to net worth
customers. As customers have grown accustomed to personalized solutions in other
industries, the demand has begun to receive the same attention from their financial
services providers
Management of Demand and Supply: During some days, the no. of people that visit the
bank are higher than on other days. Bank can cope up with the mismanagement of
demand and supply by creating more customers.
Waiting time: Even if a bank manages its demand and supply, there can be no possibility
of avoiding the waiting time. Therefore, it should be ensured that the waiting time is
minimum. In ICICI bank, if a particular counter takes more than the stipulated time, the
manager is notified about it.
Proper ambience and facilities: The banks should have proper ambience and facilities
in the waiting area so that the customer can be entertained, during the waiting time. Eg-
tv, magazines, tea and coffee, etc.
Trust: Banking is a business of building trust. For building trust, a bank must have error
free transactions and knowledgeable employees so that the employee is able to provide
the best advice to customers. It is important for all the employees to ensure that the
customer is informed and aware of the products and the changes in policies, if any.
Customer Retention: If there is a case where the customer is in the situation of closing
the account which is evident through decrease in no. of visits and heavy withdrawal, they
need to ask the customer his reason for the same.
Relationship pricing: This means that the loyal customers are provided with the
facilities which the other customers are not provided or at a rate lower than the other
customers.
Complaint handling: There should be a separate counter for complaint handling. It is
important to ensure that the complaint is resolved and the customer is satisfied. Also it is
important to make sure that the customer is aware of the status of complaint he has made.
Electronic transactions: Banks are nowadays encouraging electronic transactions by
providing benefits to the customer because the transaction is done by the customer and it
also saves time.
19. | 19
CHAPTER 3- OBJECTIVES
To understand the meaning of CRM.
To know the CRM practices at ICICI Bank.
To understand the importance of relationship marketing.
To know the level of satisfaction among existing customers.
20. | 20
CHAPTER 4 – RESEARCH METHODOLOGY
The methodology I adopted for my research was descriptive research i.e. surveys and
facts.
Sample Size:
The sample size for this research is 50 customers.
Sample Area:
Lucknow.
Sampling Method:
The sampling method I used for my research work is simple random sampling
technique i.e. the samples were selected randomly.
Questionnaire type:
Structured questionnaire
Sources of Data:-
1. PRIMARY DATA: Primary data was collected by getting customers reviews on a
questionnaire. In this method the sample size taken was 50 which were selected
randomly..
2. SECONDARY SOURCES: Secondary data was collected from various sources such
as:
Journals
Textbooks
Internet
Company Bulletin
21. | 21
CHAPTER 5 - DATA ANALYSIS
Here, I have analyzed the data to reach the final conclusion.
The following pie chart shown below is based on the questionnaire and the reviews
given by the customers of ICICI bank on CRM perspective.
Fig 1.
According to the above pie chart, 8 % customers have their account for less
than 1 year.
About 16 % customers have their account for 1-2 years, 27% have their
account for 2-3 years, 14% have their account for more than 4 years.
35% of the customers have their account for more than 4 years in ICICI bank.
Since when are you having an
account in ICICI bank
Less than 1 year
1-2 year
2-3 years
3-4 years
More than 4 year
22. | 22
Fig 2.
In the above pie chart, it shows that the least percentage of services that the
customers use mobile and internet banking.
The customers mostly use the services of credit card and saving account.
Fig 3.
In the above pie chart, it shows that 44 % of customers have complaints
regarding the services of bank.
Whereas, 56% of customers do not have any complaints regarding the bank.
Please tick the services you avail of
your current bank.
Mobile banking
Demat a/c
Internet banking
Current banking
Loan
Credit card
Savings a/c
Do you have any complaints
regardingthe bank ?
Yes
No
23. | 23
Fig 4
According to the above pie chart, about 2% customers have complaints
regarding wrong transactions, 8% with disruption in services, 5% with
non-upgraded services, and 11% with insecure services.
About 22% customers have complaints regarding the behavior of
employees and 32% regarding delay in services.
Fig 5.
Please tick the area that you have
complaints.
Wrong transaction
Disruption in services
Non-upgraded services
Insecure services
Rude employee
behaviour
Do you feel that your complaints are
resolved effectively?
Yes
No
Not sure
24. | 24
In the above pie chart, 68% customers feel that their complaints are resolved
effectively.
About 28% customers feel that their complaints are not resolved effectively,
while 4% are not sure about it.
Fig 6.
According to the above pie chart, about 2 % customers strongly disagree with
the fact that their previous complaints were resolved.
About 56% strongly agree that they were satisfied with the resolution of their
previous complaints.
Fig 7.
Were you satisfied with resolution of
your previous complaints?
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
How would you rate the behaviour of
employees in ICICI bank?
Excellent
Good
Average
Bad
Worst
25. | 25
According to the above pie chart, 10% customers raed the behaviour of
employees at ICICI bank as excellent, 48% as good, 10% as average, 28% as
bad and 4% as worst.
Fig 8.
In the above pie chart, 62 % customers feel that they are given personalized
services at ICICI bank, while 38% feel they don’t get personalized services.
Fig 9.
Do you think you are given personalized
services in ICICI?
Yes
No
Please rate the satisfactionlevel with
ICICI bank.
Highly dissatisfied
Dissatisfied
Average
Satisfied
Highly satisfied
26. | 26
According to the above pie chart, 8% customers were dissatisfied with the
bank.
4% rated average on the satisfaction level.
72% were satisfied.
16% were highly satisfied.
Fig 10.
In the above pie chart, 72% customers say that would like to use more
products/services of the bank.
20% say that they would not like to use more products/services of the bank.
8% are not sure.
Would you like to use more
products/services of ICICI bank?
Yes
No
May be
27. | 27
Fig 11.
According to the above pie chart, 62% customers say that they would like to
recommend the bank to their family and friends.
34% say that they would not recommend such, and 4% are unsure about it.
Would you like to recommendthis bank to
your family and friends ?
Yes
No
May be
28. | 28
CHAPTER 6 - FINDINGS AND RECOMMENDATIONS
FINDINGS:-
On an average, the customers are satisfied with the services provided at the ICICI
Bank.
Very few number of customers use mobile and internet banking services.
At ICICI Bank, every customer has a relationship officer in order to help the
customer at the bank.
The employees give prompt services, always are ready to answer the questions
and are trustworthy.
The major cause of dissatisfaction appears to be delay in services.
Individualized services are provided to the customers.
RECOMMENDATIONS:-
Customers should be encouraged to use more of mobile and internet banking
services to ease the work of both employees and customers.
The bank should pay more attention towards calculating the customer lifetime
value (CLV) of a new customer.
29. | 29
CHAPTER 7 - BIBLIOGRAPHY
Internet:-
www.icicibank.com
www.scribd.com
www. marketresearch.com
Books-
Marketing management – Philip & Kotler
Malhotra K. Naresh, marketing research (An applied orientation)
Zeithmal V. A., Grembler D.D., Bitner M.j., and Pandit A.: Service Marketing
Integrated customer Focus across the Firm”
30. | 30
ANNEXURE
QUESTIONNAIRE
1. Since when are you having an account in ICICI Bank ?
Less than 1 year
1-2 year
2-3 years
3-4 years
More than 4 years
2. Please tick the services you avail of the bank.
Mobile Banking
Demat a/c
Internet Banking
Current Banking
Loan
Credit card
Savings a/c
3. Do you have any complaints regarding the bank ?
Yes
No
4. Please tick the area you have compaints.
Wrong transaction
Disruption in services
Non-upgraded services
Insecure services (mobile, internet banking)
Rude behavior of employees
Unresponsiveness of the employees
Delay in service delievery
31. | 31
5. Do you feel that your complaints are resolved effectively?
Yes
No
Not sure
6. Were you satisfied with the resolution provided on your previous complaints ?
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
7. How would you rate the behavior of the employees in the bank ?
Excellent
Good
Average
Bad
Worst
8. Do you think that you are given personalized services at ICICI ?
Yes
No
9. Please rate your satisfaction level with ICICI.
Highly dissatisfied
Dissatisfied
Average
Satisfied
Highly Satisfied
10. Would you like to use more products/services of ICICI in future ?
Yes
No
May be
11. Would you like to recommend this bank to your family and friends ?
Yes