Crm Ppt on Icici

8/3/2019 Crm Ppt on Icici

1/14


2/14

Heena K. Parmar

Roll no: 42


3/14

About ICICI Bank

ICICI Bank - Industrial Credit and Investment

Corporation ofIndia

Industry Type - Banking and Financial Services

Second Largest Bank Established in 1995

Headquarter -Mumbai , Maharastra

No of Branches -2016

ATMs 5219

Presence in 18 countries No of customers - 24 millions


4/14

HISTORY of CRM at ICICI Bank

Implemented in 1995

Most important initiative for compelling success of bank

Helps in sales, customer services and analytics

Crossing selling of home loans, insurance policies, credit

cards and personal loans

Customer requests-1,50,000 per day

Collaboration with Teradata

Customers-Account checking, FDs and Credit Cards

Bank -data detection, data cleaning, data preparation,

reporting and business intelligence

More than 1200 parameters connected


5/14

CRM Approach

Getting personalized information on

customers

Store all data in centralized database

Customized offering to the customers

Cross selling

Converting a prospective customer into a truecustomers

Follow-up the customers


6/14

Tools and Process forCRM

Customer application forms

Centralized software where the whole data is

collected Wide range of offerings

Cross selling

Feedback forms


7/14

Components ofCRM at ICICI Bank


8/14

CRM Implementation

Following 3 areas are taken care while

implementing CRM at ICICI Bank:

1.Business Focus2.Oraganizational Structure

3.Technology Focus


9/14

Business Focus

Components ofCRM

CustomerInformation

Sales

Marketing Trends

Marketing Efficacy

Implemented solution from Siebel for automationof customer handling

Track all customer requests and complaints

Identify new opportunities for existing customersas well as new customers


10/14

Organizational Structure

Dynamic , constantly evolving and responsive tochange

Flexible and consistency in standards across

business groups Five principle groups:

Retail Banking

Wholesale Banking

Project Finance and Special Assets Management International Business

Corporate Center

All the five groups are compatible with CRM


11/14

Technology Focus

ICT(Information and Communication Technology)-

Strategic Tools for competitive advantage

Multichannel Banking

Technology Strategy-24*7 availability

Technology Management Group-Group wide technology

Sybase IQ based database

Implemented Informatica PowerCenter (2003)

Extraction , transformation and loading


12/14

Benefits ofCRM at ICICI Bank

Customer usage patternICICIs CRM data warehouse integrates data from multiple sources and enables

users to find out about the customers various transactions pertaining to savings

accounts, credit cards, fixed deposits, etc.

New product developmentAnalysis at ICICI guide product development and marketing campaigns through

behavior Explorer, whereby customer profiling can be undertaken by using ad hoc queries.

Central data managementThe initial implementation ofCRM allowed ICICI to analyses its customer

database, which includes information from eight separate operations systems

including retail banking, bonds, fixed deposits, retail consumer loans, credit

cards, custodial services, online share trading and ATM.


13/14

Conclusion

Customer centric approach ofICICI Bank

helped it to gain number 2 position in India for

Banking service Implemented CRM not as a tool but strategy

for competitive advantage

Constantly paid dividends results in happy

satisfied customers


14/14

THANK YOU

Documents

Crm Ppt on Icici