ICICI Bank implemented the Finacle Customer Relationship Management (FCRM) software to aggregate customer information from various products and services. This has helped ICICI Bank improve customer service, cross-sell products more effectively, and increase revenues. The CRM system allows ICICI Bank to better understand customer needs and behavior to provide personalized services. ICICI Bank's focus on technology and CRM has supported its rapid growth to become one of the largest banks in India with over 14 million customers.

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Presented By:-
FARHAN TARIQ (322)
ISHAN PAREKH (315)
CHITTESH KHILNANI(310)
CHIRAG CHAUHAN (303)

2. CONTENTS
 Sales & Marketing
-Case Study on Axis Bank
 Finance & Accounting
-Case Study on SBI
 Human Resources
-Case Study on SBI & ICICI Bank
 Customer Relationship Management
-Case Study on ICICI Bank
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3. AXIS BANK
INFORMATION
MANAGEMENT

4. INTRODUCTION
 Axis Bank (Formerly known as UTI) was one of the few
private banks to have began operations in 1994
 The Bank was promoted jointly by the Administrator of
the specified undertaking of the Unit Trust of India (UTI)
 Life Insurance Corporation of India (LIC).
 General Insurance Corporation Ltd (GIC).
 National Insurance Company Ltd.
 The New India Assurance Company.
 The Oriental Insurance Corporation.
 United Insurance Company Ltd.

5.  Incorporated as UTI Bank, headquartered in Mumbai
 Registered office at Ahmedabad
 Mumbai, Jul 30 2007 : UTI Bank rechristened itself as
Axis Bank.
 The Bank has a network of more than 896 branches and
Extension Counters
 One of the largest ATM networks in the country with over
4055 ATMs

6. INFORMATION SYSTEM
• Implemented a new derivatives system-- Summit FT with
the help of global financial applications provider – Misys.
• Provides ability to structure derivative products in real
time and give a single view of the entire transaction to the
customer
• The bank hopes to leverage the ability to rationalize its
currently dispersed functions to provide a single view of
every transaction to customers.

7. CONTD…..
 Apart from creating a new derivatives product, it
also helps from a regulatory compliance standpoint.
 RBI favors transparent online systems that can
track every transaction and report it exactly as it is.
 An automated system removes this anomaly and
improve compliance to a great extent.

8. SUNTEC’S TOOL FOR AXIS BANK
 AXIS Bank Chose SunTec Business Solutions software
to centralize and streamline the bank’s pricing and billing
processes.
 Implemented a solution that helps Axis Bank create
personalized product packages and manage fee billing
for payment and cash management, while having a
unified view of its customers.
 Axis Bank is SunTec’s second banking services client in
India, after ICICI Bank.

9. SOFTWARE RESOURCES
RisKompass:
• Pyxis systems has provided AXIS bank its RisKompass
as the software solution for financial derivatives risk
management.
• It enables clients to manage derivative trades in a
further controlled way from the front to back office.
• Automated system that can be accessed by anyone on
the different locations of the bank.
• Smoother deal processing, with verifying and online risk
monitoring mechanism.
• The system is user friendly, and the software offers good
portfolio management features.

10. OTHER SOFTWARES
 Atom Technologies, A Subsidiary Of The Bse-listed
Financial Technologies (India) Ltd (FTIL), Which
Runs The Multi Commodity Exchange Of India Has
Innovated A Technology, Which Enables Mobile
Payments.
 Electronic Clearing Service (ECS Credit) .
 Real Time Gross Settlement (RTGS).

11. ORGANISATION TRANSACTION
PROCESSING SYSTEM:
EBS (E-Billing Solutions):
• It is the Merchant Account providing company
partnered with Axis Bank.
• Visualizes you how to become more competitive and
help you to make the changes to your online payment
processing for risk free business.
• EBS "Payment Gateway" is specifically designed to
accommodate the increasing demand by e-commerce
companies for sophisticated payment solutions to tap
the enormous opportunities for global Internet
transactions.

12. HOW IT WORKS?

13. INFORMATION TECHNOLOGY:
 Played a vital role in growth of organization
 To retain a competitive edge, the Bank's technology
infrastructure is continuously upgraded
 Use of technology-
 first among Indian banks in submitting
centralised Return for foreign exchange
transactions
 first bank in the India to market EMV chip
embedded Debit Platinum, Travel Currency
and Credit Platinum cards

14. BENEFITS OF USING TECHNOLOGICAL
ADVANCEMENTS
 Extensive Network .
 Centralized Service Desk.
 Comprehensive MIS .
 Mobile Alert Service.

15. FINANCIAL &
ACCOUNTING
INFORMATION SYSTEMS
with a study on the information systems used in
State Bank of India (SBI)

16. ACCOUNTING
 It is the principal way of organizing and
reporting financial information. It has been
called the “language of business.”
 To that end, an accounting system is used
to identify, analyze, measure, record,
summarize, and communicate relevant
economic information to interested parties.

17. INFORMATION SYSTEMS
 An Information system is a framework in which
data is collected, processed, controlled and
managed through stages in order to provide
information to users.
 It evolves over time and becomes more
formalized as a firm grows and becomes more
complex. It can be a manual or computerized
system.
 Firms depend on information systems in order
to survive and stay competitive.

18. F & A INFORMATION SYSTEMS
 An Accounting Information System is a unified
structure that employs physical resources and
components to transform economic data into
accounting information for external and internal
users.
Resources Required:
 Processor(s): Manual or Computerized
 Data Base(s): Data Repositories
 Procedures: Manual or Computerized
 Input/Output Devices
 Miscellaneous Resources

19. MODULES
Systems are almost always composed of smaller
subsystems, each performing a specific function
supportive of the larger system.
Modules:
 Core Banking
 Trade Finance
 Capital Markets & Treasury Collateral
 Forex
 General Ledger Accounting

20. CORE BANKING
 Accounts
 Loans & Mortgages
 Transactional Services
 Single Comprehensive View
 Real Time Integration of all Offices
 Multi-Access
Software Used: TCS (FNS) B@NCS: 2000
Vendor: Tata Consultancy Services (TCS)

21. TCS – B@NCS 2000 ARCHITECTURE
 Based on Service Oriented Architecture (SOA)
 Effortless Integration of other modules.

22. TRADE FINANCE
 Data verification
 Transaction status control
 Calculation of fees, foreign exchange equivalents &
liabilities
 Production of various documents
 Miscellaneous activities
Software Used: Eximbills Enterprise
Vendor: China Systems Corporation

23. EXIMBILLS ENTERPRISE ARCHITECTURE
 Based on J2EE technology
 Hardware independent & browser based
 Supports a variety of 3rd-party RDBMS

24. CAPITAL MARKETS & TREASURY COLLATERAL
 Consists of two major sub-modules:
 Capital markets
 Treasury Collateral
Software Used: MX – 3
Vendor: Murex SAS

25. MX – 3 FUNCTIONS

26. MX – 3 ARCHITECTURE
 Based on integrated platforms technology
 Access through various clients based on APIs
based on XMLs
 Expanded capability using Dot Three Extension
Framework

27. FOREX
 Work-flow management solutions relating to
currency & derivatives operations
 All operations in real time
 Capabilities to handle all forex products
Software Used: Mercury – FX
Vendor: Credence Analytics India Pvt. Ltd.

28. MERCURY – FX ARCHITECTURE
 Browser based solution
 Hardware independent
 Adaptable & Compatible to help keep pace with business
growth

29. GENERAL LEDGER ACCOUNTING
 Acts as “facilitation”
 Recording, analyzing & summarizing financial data
 Monitoring of company’s financial health
Software Used: FinnOne – GL
Vendor: Nucleus Software Exports Ltd.

30. FINNONE – GL ARCHITECTURE
 Uses Object Management Group (OMG)
technology
 Model Driven Archicture
 Core processes & functions carried out by
specifically constructed & programmed programs
 Extensive compatibility with various modular
applications

31. BENEFITS FOR SBI
 Major customer satisfaction
 Improved product offering
 Growth in business per employee by over 250% in
the last 5 years

32. CONS – F & A INFORMATION SYSTEMS
 Lack of traditional forensic evidence
 Imperative to involve accounting professionals
 Adherence to high quality standards

33. HUMAN RESOURSES
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34. WHAT IS HUMAN RESOURCE
MANAGEMENT SYSTEM?
The systems and processes involving Human Resource
Management and Information technology comprise the Human
Resource Management System (HRMS).
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35. EVOLUTION OF INFORMATION SYSTEMS
 Transaction Processing (e.g. payroll)
 Management Information Systems (e.g. daily &
monthly absenteeism summary)
 Decision Support Systems (e.g. How many
employees should we hire?)
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36. HRMS TRACKS...
People
PositionsJobs
Workers
Compensation
HR
Planning
Medical
Records
Recruit/
Selection
Employment
Equity
Benefits
Payroll
Pension
Admin
Employee
RelationsTraining and
Development
Compensatio
n
Health &
Safety
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37. KEY ACTIVITIES OF HRMS
 Human Resource Planning
 Human Resource Policies
 Salary and Benefit Administration
 Recruitment, Selection and Orientation
 Performance Management
 Training and Staff Development
 Communications and Counselling
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38. Processing
(Calc. Net pay)
AN HRMS EXAMPLE
Output
(cut paycheck)
Input
(hours worked)
Feedback Loop
(Is paycheck accurate?)
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40. MAKE VS. BUY?
Packaged Systems
Custom Systems
Advantages Disadvantages
- Cheaper, cost spread across many buyers
- Quicker development;
- Can easily evaluate to determine if
needs met
- Supported
- Unlikely to meet all of organization’s
requirements
- Low distinctiveness
- Many vendors/products to sort through
- Lack of control in any updates/changes
- Greater control; quickly adapt to changes
- Unique needs addressed
- Distinctiveness High
- High Maintenance “burning platform”
- Long development timeline
- Poorly documented/Brain drain
- Greater Staffing Reqs. (IS personnel)
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41. STATE BANK OF INDIA - HRMS
Company Scenario
Before Deployment
o Manual systems to manage around 3.7 lakh employees in 15000
branches across 32 countries.
After Deployment
o SBI is among the top hundred banks globally and is the only
Indian Bank in the Top 100.
o The Bank is in 200th Year of business and has made profit for all
the years.
o State Bank of India and its seven Associate Banks have already
developed group synergy in areas like Real Time On-line
Banking, ATM, Treasury and other IT areas. The proposed HRMS
Solution would further integrate the Human Resources
operations across the group uniformly.
Implementation partner
o SAP™ ERP
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42. ICICI BANK - HRMS
Company Scenario
Before Deployment
 Various manual and partly automated systems for managing
the HR lifecycle
After Deployment
 Automated the complete HR life cycle of 36000 employees in
one system which is 24x7 and has an uptime of almost
100%. .
 Provision for handling the expected 2.7 lakh resumes in the
next financial year.
Implementation partner
 PeopleSoft-Oracle 42

43. HRMS BENEFITS REALIZED
(VERSUS MANUAL SYSTEM)
 Saves money.
 More efficient recruiting.
 Better coordination of staffing resources.
 Faster, more consistent screening of applicants.
 Quicker, higher quality hiring decisions.
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44. Perhaps the best
Return On Investment
an organization will realize
is the investment in their
staff.
A final word…
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46.  Customer relationship management
(CRM) is a business strategy to acquire
and manage the most valuable
customer relationships.
 CRM requires a customer-centric
business philosophy and culture to
support effective marketing, sales and
service processes.
 CRM applications can enable effective
customer relationship management,
provided that an enterprise has the right
leadership, strategy and culture.
Customer complaints are the schoolbooks from which we learn.

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This diagram shows how the implementation of CRM enables customers
to be connected to front and back office and possible third parties.

48.  CRM helps businesses use technology & HR gain insight
into the behaviour of customers & the value them.
 Provides better customer service, make call centers more
efficient, cross sell products more effectively, help sales
staff close deals faster, simplify marketing and sales
processes, discover new customers, and increase customer
revenues.
 Banks must look into all of the different ways information
about customers comes into a business, where and how
this data is stored and how it is currently used.
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50.  Provide product information, product use information, and technical
assistance on websites that are accessible 24 hours a day, 7 days a
week.
 Identify how each individual customer defines quality, and then design
a service strategy for each customer based on these individual
requirements and expectations.
 Use internet cookies to track customer interests and personalize product
offerings accordingly.
 Provide a fast mechanism for managing and scheduling maintenance,
repair, and ongoing support (improve efficiency and effectiveness).
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Be everywhere, do everything, and never fail to astonish the customer.

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Flow of Information in an Organization is shown in
this diagram.

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 Established in 1994, ICICI Bank is today the second largest bank in
India and among the top 150 in the world.
 It currently has assets of over US$ 79 billion and a market capitalization
of US$ 9 billion and services over 14 million customers through a
network of about 950 branches, 3300 ATM's and a 3200 seat call center
(as of 2007).
 ICICI Bank adds 300,000 customers a month, which is among the
highest in the world.
 The hallmark of this exponential growth is ICICI Bank’s unwavering
focus on technology.
Customer service is awareness of needs, problems, fears and aspirations.

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FCRM- Finacle Customer
Relationship Management
 The software used by ICICI Bank is FCRM i.e.
Finacle Customer Relationship Management which
is a part of the Finacle suite of products from
Infosys.
 It is a tool to enable Customer Relationship
Management.
 The name is derived from Finacle Core Banking
that is used as the main product processor for
liability products and banking transactions.
 Finacle CRM aggregates customer information
from all our major products - Liability products/
Deposits, Credit Cards, Loans and others.

55. Common sense if of paramount importance in business and customer service.
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58. As the financial market system is questioned and people are seeking
for alternative way of doing business, FCRM has been effective to
the ICICI Bank in the following way:
Communicating with the customers.
Checking unusual movements on the account.
Providing tremendous opportunities to their clients.
Managing customer's questions flow.
Secure the banks business models .
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Customers are an investment. Maximize your return.

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Personalized Sales Home Page
Activity Management
Operational Inefficiency Removal
Enhanced Productivity
Good leaders must first become good servants.

60.  Underwent a phase of organic and
inorganic growth.
 Number of transaction boosted from
400,000 transactions a day, in 2000 to
nearly 2.1 million, by 2005.
 Associated growth rate increased 5.5
times.
 Process 0.27 million cheques, per day.
 Number of concurrent users managed
are 7000.
 Moved over 70% of routine banking
transaction from branches to other
delivery channels.
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Do what you do so well that they will want to see it again and bring their friends.

61.  Increases customer acquisition.
 Decreases cost and internal issues.
 Increases revenue and hence profitability.
 Increases effectiveness.
 Increases morale of the employees.
 Increases creativity and hence makes a path for innovation.
 Increases customer satisfaction.
 Decreases errors and time loss.
 Decreases customer’s complaints.
 Increases customer loyalty.
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Customers don’t expect you to be perfect. They do expect you to fix things when
they go wrong.

62.  Banks that are not improving their relationships
with customers are gambling with the future of
their businesses.
 Focus on adding value to customers, not
efficiency or control-oriented imitations.
 If it weren’t for the Internet, there wouldn’t be
CRM as we know it today.
There is only one boss. The customer. And he can fire everybody in the company
from the chairman on down, simply by spending his money somewhere else.
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