CRM OF ICICI AND HDFC

BANK

PRESENTED BY:
AAKASH BHATIA
ISHITA SONI
SHREYA KAPOOR
HEERAL JAIN
UTKARSH VAIBHAV
PRIYANKA DAS

Introduction
Industrial credit and investment
corporation of India.
India's second largest bank
Founded in 1995 by as a joint venture of
world bank
Launched internet banking operations in
1998
ICICI Bank currently has a network of
4,050 Branches and 12,921 ATM's across
India.

CRM AT ICICI

CRM Approach
Getting personalized information on
customers
Customized offering to the customers
Converting a prospective customer into a
true customer

Tools and Process for CRM

Customer application form
Centralized software where the whole data
is collected
Wide range of offerings
Cross selling
Feedback forms

Components of CRM at ICICI Bank

CRM Implementation
Following 3 areas are taken care while
implementing CRM at ICICI bank :
1.Business Focus
2.Organizational Focus
3.Technology Focus

Business Focus

Components of CRM :
Customer information
Sales
Marketing trends
Marketing efficacy
Implemented solution from Siebel for
automation of customer handling.
Track all customers requests and complaints.
Identify new opportunities for existing
customers as well as new customers.

Organizational structure
Dynamic constantly evolving and responsive
to change
Flexible and consistency in standards across
business groups
Five principle groups :
- Retail banking
- Wholesale banking
- Project finance and special assets
management
- International Business
All the five groups are compatible with CRM

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
Extraction , transformation and loading

Conclusion
Implemented CRM not as a tool but
strategy for competitive advantage.
Constantly paid dividends results in happy
satisfied customers.
Customer centric approach of ICICI bank
helped it to gain number 2 position in India
for banking service.

7 Ps of ICICI

Product
1.Deposits
saving account
senior citizen services
young stars
fixed deposits
2.Investments
ICICI bank tax saving bnds
Government of India bonds
Investment in mutual funds
initial public offer by corporates
investment in pure gold

3.Loans
home loans
personal loans
4.Demat Services
digitally signed transaction statement by e-mail
corporate benefit tracking
e-instruction facility
4.Cards
credit card
debit cum ATM card
travel card
5.NRI Services
online money transfer

Pricing
The pricing decisions or the decisions
related to interest and fee or commission
charged by banks are found instrumental
in motivating or influencing the target
market

Place
The two important decision making areas
are:
making available the promised services to
the ultimate users
selecting a suitable place for bank
branches
The number of branches of ICICI-4050 in
India

Promotion
Advertising

- Television, Radio, Movies.

Print media

- Hoardings, Newspaper, Magazines.

Publicity
Sponsorships

-Road

Shows,

Campus

Visits,

People

Knowledge Workers.
Employees.
Management.
Other Consumers often add significant value to
the total product or service offering.

Process

Flow of activities
Standardization
Customization
Number of steps
Simplicity
Customer involvement

Physical Evidence

Internet/web pages
Paperwork
Brochures
Furnishings
Business cards
The building itself
Signage
Financial reports
Tangibles
Punch lines
Employees dress code