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CASE STUDY ANALYSIS

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WHAT IS CRM?

CRM is a business strategy for improving

profitability by focusing on customer needs and

creating an attentive relationship with the

customer. It involves a personalized and interactive approach

for the entire customer lifecycle.

Successful implementation of a CRM approach

requires changes in organization structure, culture,

and skills, as well as front- and back-office

information systems.

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ICICI BANK - OVERVIEW

More than 13 million customers.

550 branches

A network of 2025 ATMs, multiple call centres, internet

banking and mobile banking.

Click and brick strategy.

Its customers are increasingly turning to electronic

banking options.

Business from the Internet.

ATMs and other electronic channels now comprises morethan 50 per cent of all transactions.

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CRM AT ICICI

Increased communication between the bankand its present and prospective customers.

One-to-one marketing strategy

Its philosophy focuses on each and everycustomers satisfaction.

Co-ordination of multiple business functions &multiple channels of communication with thecustomers.

Automated process flow tracking in theproduct sales process.

Customized reports.

Promotes cross-selling.

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IMPLEMENTING CRM AT ICICI

CRM

Business

Transformation

Map

Business

focus

Organizational

structure

Business

metrics

Marketing

focus

Technology

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CRM BUSINESS CYCLE

Interact with customersand prospectivecustomers

Deliver increased valueto customers

Acquire customersand prospectivecustomers

Retain valuablecustomers

Develop products,services channels tomeet customersneeds

Customize bycustomer segment

Understandcustomers needs

Differentiate based oncustomers needs,characteristics andbehaviors UNDERSTAND

AND

DIFFERENTIATE

DEVELOP

AND

CUSTOMISED

INTERACT

AND

DELIVER

ACQUIRE

AND

RETAIN

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GAP ANALYSIS

Marketing, sales and service practices

Collection, capture, processing anddeployment of customer information

Distribution and operations effectiveness

at customer touch points

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SELECTING AND IMPLEMENTING

A TECHNOLOGY BASED SOLUTION

The Make Or Buy Decision

From Whom To Buy Decision

Scanning The Market Space

Short-listing Major Players

Evaluation And Reference Calls

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CRM SOLUTIONS BY ICICI

The Teradata solution

The Behaviour Explorer

The customer life cycle tracking system

Appointing a Relationship Officer

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SUCCESS AND REWARDS

ICICI Bank was awarded the Most CustomerResponsive Company at The Economic Times - AvayaGlobal Connect Customer Responsiveness Awards2007

In the Insurance category, the winner was ICICIPrudential Life Insurance

ICICI Bank (www.icicibank.com) has won the DMReview World Class Solution Award 2003 in the

Business Intelligence category for its Teradataenterprise data warehouse solution.

World solution provider in Data Warehousing

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CRM GAME PLAN DURING THE2008 ECONOMIC SLOWDOWN

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GROUP 6

Aditi Aurora 03

Anusha Thakur 09

Bhumi Shah 16Natashaa Bandodkar 31

Nayana Makhija 32

Prajakta Shikarkhane 42

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