Annex B: THESIS SYNOPSIS

Name Phone number Email address AARTI CHAUDHARY 9005929017 Aartichaudhary04@rediffmail.com

Course to which admitted Month & year of admission Place of study (IIPM Center)

IIPM 2010 LUCKNOW

ISBE

ICHE

Thesis Topic:

ANALYSIS OF CUSTOMER RELATIONSHIP MANAGEMENT IN ICICI BANK

Specialization Area:

HUMAN RESOURSE & MARKETING

Introduction: Customer relationship management (CRM) is a strategy used to learn more about customers' needs and behaviors in order to develop stronger relationships with them. The more useful way to think about CRM is as a process that will help bring together lots of pieces of information about customers, sales, marketing effectiveness, responsiveness and market trends. CRM can be adopted to build the long term relationship with the customers with regularly contacting them on phone or continuously meeting with the customers. Why is it necessary? Many companies are turning to customer relationship management systems to better understand customer wants and needs.

CRM applications often used in combination with data warehousing e-commerce application and call-center, which allows companies to assess information about customers buying history, preferences, complaints and other data so they can better anticipate what customer will want. The goal is to instill greater customer loyalty. Research Objectives: Study the value of existing customers and reduced cost associated with servicing them and ways to increasing the overall efficiency of bank performance. Study of products and services offered to retail customers. To identify and study the various ways of ensuring customer satisfaction adopted by ICICI bank. Receiving the customer feedback that leads to new and improved product and services. Research Methodology: Secondary Data (Source) Primary Data Tool Used Sampling Method Sample Size Target Audience Websites E-Books Magazines, Newspapers and Journals. Questionnaire, Personal and Telephonic Interview. Tables Bar Graphs and Pie Charts

Random sampling was chosen as the sample selection procedure. Keeping in mind all the constraints 100 respondents were selected. Sample universe: My sample universes for research are customer of Lucknow city. Sample size: The sample size was taken to be 100 customers. Some of the customers were interviewed individually everyday and asked to fill the questionnaires.

Limitation of the Study: During the project following limitations where known: Many of the customers where not cooperative when they are asked give few minutes. As ICICI Bank is a big brand, many times the answers of the respondent may be affected by his good or bad experience about some other product. The area was large and it was not possible to deal with each and every customers. Time was the major constraint as I have only two months and the area is very vast even though I have put up the best of my efforts to cover all the areas given to me. Literature Review Market: Market is a physical place where buyers and sellers gathered to buy and sell goods. Market is a collection of buyers & sellers who transact over a particular product or services. Marketing: Marketing is simply meeting needs profitably. In other words marketing is an organizational function and a set of process for creating, commutating and delivering value to customers and for managing customer relationships for beneficial of organization as well as customers. Customer: Who buys a product or services is customer. Customers are very important part of any organization, because customer generates sales and profit for any organization

Justification of choosing the topic : Customer Relationship Management or CRM is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer loyalty. It's a strategy used to learn more about customers' needs and behaviors in order to develop stronger relationships with them. After all, good customer relationships are at the heart of business success. The title of the project is Analysis of customer relationship management in ICICI Bank. The approach of this project was to understand the measures adopted by ICICI Bank to promote fair relationship between the bank and customers, helping the customer in understanding product and services, how to increase the value of existing customer and know their level of satisfaction and ultimately increases the bank profitability.