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8/3/2019 01. Brand Identity Rollout Feb 20 2010
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Tryst with Destiny AV
Click here to Play AV
What ICICI Bank stood for
up to 2007
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Initiatives by ICICI Bank
Being innovative, early adopter of technology -launching many first time in India products
ATMs
Internet banking/ Mobile banking
Online trading Focusing on convenience through product /
service designs
8to8 banking, Doorstep banking
Floating interest rates for home loans
Speed and distribution
Large DSA network led asset business
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What do we stand for today?
Traditional Consumer Modern Consumer
Convenience
Reach
Innovation
Technology
Change Agent/Pioneers
Opportunists Aggressive
ICICI Bank: Face of modern banking
Source: Senior Management Conclave, December 2009
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2007 onwards
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Impact of financial crisis
Collapse of Lehman Brothers led to global &domestic liquidity crisis
SEEK SECURITYSEEK SECURITY SaveSave
Invest in secureInvest in secure
mannermanner
Limited income
Limited income
limited avenueslimited avenues
SEEK GROWTHSEEK GROWTH Seek ways to make moneySeek ways to make money
growgrow
Spend moreSpend more
Enjoy life nowEnjoy life now
SEEK SECURITY+GROWTHSEEK SECURITY+GROWTH SlowdownSlowdown -- a reality checka reality check
Explore safe avenues forExplore safe avenues for
growthgrowth SIP, ULIPs, Gold,SIP, ULIPs, Gold,
blue chip equityblue chip equity Cautious, values adviceCautious, values advice
PAST
PAST
RECENTP
AST
RECENTP
AST
PR
ESENT
PR
ESENT
Changes in
Customer Behaviour
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Transformation Story Last 15 months
MD & CEOs Perspective - 4C Approach
DMDs Perspective Distinctiveness
Towards more profitable growth
Project Customer
Capability building
Evolution of the ICICI Bank Brand Identity
I
II
III
IV
V
VI
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MD & CEOs Perspective - 4 C Approach
CASA
Drive
Credit
Quality
Target the Right
Customer
Capital
Conserve
Cost
Control
Higher
RoE
Preparing for the next wave of Growth
I
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CASA Deposits Safe &
Steady Source of Funds
Asset Cross-sell
DMDs Perspective
3rd Party
products
Brand GuardRails
Societal
Acceptance
Return on
Investments
Distinctiveness
Targets are critical, but not at the cost of Core Values
II
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Towards more profitable growth
Initiatives undertaken
Increasing penetration of branch network by opening
additional branches
Repositioning branch as the center of distribution and reduce
dependency on third party outsourced channel
Leveraging call-centre as a channel for driving revenues
through S2S
Redesign of the collections operating model to significantly
reduce operating costs and credit losses
A
B
C
D
Next steps
Analysing customer base and identifying priority segments
III
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Segmentation based on demographic classification of urban India
households
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Project Customer
Move from a universal bank for everyone to abank focused upon its primary set of customers
Key Aspects
Identify the relevant and profitable customersegments in the market and ICICI Bank franchise
Understand the needs and wants of these
customers and create relevant value propositions
Define and implement key initiatives across
organization to deliver the defined valuepropositions
IV
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Mass bank
Redefine STP
Straight
Through
Processing
Segmented
Targeted
Positioning
Customer centric bank
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Deposits profitability analysis
3,000
Profit/customer
-2,000
-1,000
2,000
1,000
0
Share ofbalances(Percent)
70 4 14 7 5
Lower
Affluent &
above MAF SE MAF Sal Mass Sal Mass SE
Share ofcustomers(Percent)
16 5 21 46 12
Bulk of deposit profitability contributed by ~15% of customers
from lower affluent & above segment; Mass market which
accounts for ~ 60% of customers dragging down overall
profitabilitySource: Mckinsey and Internal team analysis, November 2009
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Four consumer centric propositions
Relationship Led proposition for the Affluent segment1Integrated branch led proposition for Self Employed
segment2Technology based proposition for the self
directed/upwardly mobile segment3Tailored proposition for mass affluent security and advice
seekers4Posture towards other segments
Mass market : Limit acquisition only through selective top corporate
relationships; lending through partnership with NBFC
Price conscious and traditional users: No specific tailored proposition;
acquired only through core propositions
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Capability building
Grooming, Attire and EtiquetteWelcome and Close
Use of Polite Language
Understanding customer requirements: Listen,
observe & paraphrase
Understanding customer requirements: Probing
Serve Using impactful language
Follow-up and keep commitments
Break in Service
Conversing with the CustomerSaying No with finesse
Skill ThroughDrill
Skill ThroughDrill
V
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Disney Approach to Quality Service
Walt Disneys philosophy about how he wanted toserve his Guests was simple:
Keep it cleanKeep it friendlyMake it a real fun
place to be.
How did he translate these beliefs into a viable
business strategy? And, more importantly, how has
that philosophy been maintained after Disney?
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Disney Definition of Quality Service
The Disney Definition of Quality Service
_______________Guests expectations.
Pay attention to
___________________________________.
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Disney Definition of Quality Service
The Disney Definition of Quality Service
EXCEED OUR Guests expectations.
Pay attention to EVERY DETAIL OF DELIVERY.
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Evolution of the brand ICICI BankBrand Identity
VI
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What will we stand for?
Benefits Convenience & Speed
Simple & effective
Technology &
innovations
Personalised &
ResponsiveRational -
Experience Credible
Honest and
Transparent
Flexible Admired
Consistent
Emotional -
Experience Fulfilling
Partner / Friend
Advisor/ Enabler
ICICI BankPersonality
Aspirational
Responsible
Prudent
Sensitive
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Leadership through Service
Brand Philosophy
Click here to Play AV
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Bringing It Alive
Options Perform & Claim
Promise and Deliver
Communication
Mass media
Behaviour
Skill through Drill
Initiatives
Moments ofTruth
ICICI Bank
Brand
Experience
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Moments ofTruth - Initiatives
Family Account
When a family come to open an account, we can clickthe family photograph and gift it to the customers
Deceased claim resolution
Offer condolence
The bank staff can attempt to address the entire
transaction smoothly in one single visit
Post the first visit, employee can visit the customer at
his/ her residence
Salary account transfer
If customer has moved his location before initiating the
transfer process, can we help him instead of saying that
it needs to be initiated at the base branch only
Moments ofTruth
Click here to Play AV
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Communication
The Task To get customers to love our brand by showing the
human face of ICICI Bank
Tone & Manner
Friend
Warm, empathetic, sensitive, understanding
Key Proposition
Little things make a difference
Click here to Play TV Ad
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Thank you