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CRM - THE ICICI EXPERIENCE

Arun Barua 80118110007 Bhuvnesh Chibber 80118110015 Pravin Chavan 80118110013 Anand Chandan 80118110011 Vinitha Sabharwal 80118110007

ICICI was formed in 1955 at the initiative of the World Bank, hist the Government of India and representatives of Indian ory industry ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial institution, and was its wholly-owned subsidiary ICICI's shareholding in ICICI Bank was reduced to 46% through public offering of shares in India in fiscal 1998, an equity offering in the form of ADRs listed on the NYSE in fiscal 2000, ICICI Bank's acquisition of Bank of Madura Limited in an all-stock amalgamation in fiscal 2001, and secondary market sales by ICICI to institutional investors in fiscal 2001 and fiscal 2002 The principal objective was to create a development financial institution for providing medium-term and longterm project financing to Indian businesses Merger of ICICI and ICICI Bank in March 2002 - the managements of ICICI and ICICI Bank formed the view that the merger of ICICI with ICICI Bank would be the optimal strategic alternative for both entities, and would create the

India's second-largest bank with total assets of Rs. 4,062.34 billion (US$ 91 billion) at March 31, 2011 Profit after tax Rs. 51.51 billion (US$ 1,155 million) for the year ended March 31, 2011. Bank has a network of 2,533 branches and about 6,601 ATMs in India, and has a presence in 19 countries, including India Wide range of banking products and financial services to corporate and retail customers through a variety of delivery channels and through its specialised subsidiaries in the areas of investment banking, life and non-life insurance, venture capital and asset management Subsidiaries in the United Kingdom, Russia and Canada, branches in United States, Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and Dubai International Finance Centre and representative offices in United Arab Emirates, China, South Africa, Bangladesh, Thailand, Malaysia and Indonesia. Equity shares are listed in India on BSE and NSE of India Limited and its American Depositary Receipts (ADRs) are listed on NYSE Current Market Capitalisation is Rs. 1,10,000 Crs / 25 Bn $

Cor por ate pro file

ICICI Prudential Life Insurance Company ICICI Securities ICICI Lombard General Insurance Company ICICI Prudential AMC & Trust ICICI Venture ICICI Direct ICICI Foundation Disha Financial Counselling

Icic i ban k gro up co mp ani es

ICICI Bank also has banking subsidiaries in UK, Canada and Russia

Mr. K. V. Kamath, Chairman Ms. Chanda Kochhar, Managing Director & CEO Mr. N. S. Kannan, Executive Director & CFO Mr. K. Ramkumar, Executive Director Mr. Rajiv Sabharwal, Executive Director Mr. Sridar Iyengar Mr. Homi R. Khusrokhan Mr. Arvind Kumar Mr. M.S. Ramachandran Dr. Tushaar Shah Mr. V. Sridar

Bo ard of dir ect ors

Mr. K. Vaman Kamath aged 63 is the non-executive Chairman of the Board of Directors of ICICI Bank Limited, India's second largest bank. Mr. Kamath has a degree in mechanical engineering and did his management studies at the Indian Institute of Management, Ahmedabad. He started his career in 1971 at ICICI, an Indian financial institution that founded ICICI Bank and merged with it in 2002. In 1988, he moved to the Asian Development Bank and spent several years in South-East Asia before returning to ICICI as its Managing Director & CEO in 1996. Under his leadership, the ICICI Group transformed itself into a diversified, technologydriven financial services group that has leadership positions across banking, insurance and asset management in India, and an international presence. He retired as Managing Director & CEO in April 2009, and took up his present position effective May 1, 2009.

Mr. Kamath was conferred with the Padma Bhushan, one of India's highest civilian honours, in 2008. He has received widespread recognition internationally and in India, including being named "Businessman of the Year" by Forbes Asia and "Business Leader of the Year" by The Economic Times, India in 2007 and CNBC's "Asian Business Leader of the Year" in 2001. Mr. Kamath was the President of the Confederation of Indian Industry for the year 2008-09. He is also an independent Director on the Board of Directors of Infosys Technologies Limited, Lupin Limited, The Great Eastern Shipping Company Limited and Schlumberger Limited. He has been a co-chair of the World Economic Forum's Annual Meeting in Davos and is a member of the Board of the Institute of International Finance.

The CR M Bus ine ss Cyc le

CRM, according to ICICI consists of following approaches


CRM OF ICICI BANK

CRM OF ICICI

[A] Getting personalized information on customers. [B] What is the value of the relationship? [C] Customized offerings to the customers [D] Converting a prospective customer into a true customer.

CRM is not exclusively a marketing , sales , services or technology initiative. It involves all of those along with other inner-working of an organization

Continuous gap analysis to develop and customize the existing CRM process.

CRM requires all areas of the organization to exist in harmony and be working towards the common goal of stronger customer relationship.

Most banks have their own databases but because of the huge technological investments done by ICICI the databases in all the branches are integrated, which means they can be accessed from anywhere and at anytime. ICICI bank has tied up with Terradata Company for making their software and is the only bank doing this.

The whole base for practicing CRM is technology. It helps in collecting the data, processing the data and then according to the available information offering different products to the customer through emails, call centre, pop ups during the transaction in the ATM.

Chan ge in the banki ng envir onme nt & use of techn ology by ICIC I

Use of CRM Technology to access services like


BANK BRANCH ATM NETWORKS PHONE BANKING INTERNET BANKING Mobile Banking CALL CENTRE
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Tra diti Encashing opportunity in the retail banking on space. al Strategy and product offering recognized the pra changing demands of a growing middle-class. cti International banking experience in the country,ce s to provide complete financial services to Vs different classes of customers ICI Inconvenience faced by busy customers and CI brought in direct selling agents, who would reach customers easily, identify prospects and pra cti initiate dialogue Multi-channel delivery system to its customers. ce s
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Tra diti First Indian financial institution to go online. on During dotcom boom was quick to sense the al shift in customer demands. ICICI Bank-Infosys Partnership -position itself as pra a "technology savvy" bank for the burgeoning cti middleclass, clearly differentiating it from the ce s established banks. Vs Technology as No one else did. NO CIO. ICI Business head was responsible for the CI technology . pra Tech implementation took place after the mainframe era, took advantage in computing cti power at the time when our customer base was ce exploding from 10,000 customers to 600,000 to s 2.5 million to 5 million to 20 million today. 12 Introduced cross-selling in ICICIs banking

First Bank in India to launch website - 1996 First Bank in India to launch Internet Banking - 1997 First Bank in India to launch online bill payment-1999 Only Bank in India with million online customers ICICI Bank became the first commercial bank from India to list its stock on NYSE. ATM-on-Wheels, Indias first mobile ATM, launched in Mumbai. Mobile banking service in India launched in association with Reliance Infocomm "E Lobby", a self-service banking centre inaugurated in Pune. It was the first of its kind in India. ICICI Bank became the first bank in India to launch a premium credit card -- The Visa Signature Credit Card.

Internet Banking

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Innovative idea of introducing ATMs - as an enabler 90-day rule (learning experiences). Rightsized the organisation, expanded internationally and gave a fillip to its technology driven expansion plans Aggressive plan for Growth including expansion overseas in US,UK,SG, UAE and Canada Started tapping into the micro- banking space in rural India, utilizing partnerships with multinational and local agricultural institutions

Tra diti on al pra cti ce s Vs ICI CI pra cti ce s

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ICICI BANK WEBSITE

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Promotional Campaigns: aggressively promote online banking Cus both online and offline. position the website as a one stop to shop which has the solution to all client needs.

E-mails: Emails are low cost, direct access tool having a higher response rate than conventional marketing mechanisms. Leverage upon its huge database with various departments.

Providing Useful Services: But how does one compel repeat visits and build up customer loyalty through online services? Providing useful value-added tools and services is a must to acquire and retain customers. These also provide the incentive to customers to spend time surfing the website, and serve as "impression builders".

Tracking Consumer Behavior: Customer behavior can be tracked through cookies, web log etc. The behavior patterns can be used to redesign the web site so as to increase the number of potential customer visits to the site- increasing customer acquisition and retention.

me r acq uisi tio n and ret ent ion str ate gy

Making website compatible to search engines: 80% of a website's new traffic comes from search engines. ICICI Bank must ensure that their website comes on the first couple of pages of every relevant popular engine search.
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Marketing Automation:

Helped organizations build highly focused campaigns that are personalized and tailored to specific customer segments, marketing automation can improve the effectiveness and speed of customer acquisition activities. Marketing automation solutions enable an organization's marketing operations to more effectively target products and services, promotions and offers to customers.

Sales Automation: Sales automation applications typically support key processes including lead generation, prospecting, contact management, proposal creation and opportunity planning. The overall goals of a sales automation strategy are to better identify profitable prospects, using sales automation applications to optimize various sales processes. These applications typically provide tools for managing and distributing leads, generating proposals and for scheduling and managing appointments. Customer service, marketing automation and sales automation solutions work in tandem to create a 360-degree view of the customer.

Cus to me r acq uisi tio n and ret ent ion

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Cus to me r SAS Customer Retention for Banking provides a ready-toacq deploy, banking-specific data model and predefined analytical models for attrition all built on an extensible uisi architecture specifically designed to help banks retain tio their best customers. n and Accurate reporting on who is leaving the company. ret Insights into the major factors influencing ent customer attrition and product cancellation Industry-leading accuracy for predicting which ion
SAS Customer Retention for Banking enables banks to quickly gain a better understanding of the variables that influence customer attrition customers are likely to leave or cancel service in the near future Proactive, rules-based analysis of account behavior An accurate early-warning alert system Flexible and scalable technology that can keep up with your company's growth Easy integration with other solutions such as marketing automation or performance management systems
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