Crm in Icici

4542 Words Aug 29th, 2010 19 Pages
CONTENTS
Acknowledgement ................................................................................................................................... 3 CRM in new generation private banks: a case of ICICI Bank ................................................................... 4 CRM at ICICI Bank ................................................................................................................................ 5 Implementing CRM at ICICI Bank .......................................................................................................... 6 Interview with an employee ..................................................................................................................... 8 Benchmarks/Results
…show more content…
CRM also helped
Extraction, Transformation & Loading
5 | CRM Practices in new generation Private Banks: A Case of ICICI Bank
ICICI in valuation of its customers to understand customer profitability and Customer Life Time Value (CLV). Develop and customize: - In a customer centric business environment, the products and processes have to be according to customers’ needs and preferences. ICICI has always focused on developing channels of service delivery according to customers’ need and service expectation. Interact and Deliver: To foster a strong customer relationship ICICI ensured that all areas of the bank have easy access to relevant, actionable customer information and employees should be trained on how to use customer information to tailor interactions based on both customer needs and potential customer value. Acquire and Retain: CRM helped ICICI to figure out valuable customers and made it easy to formulate retention strategies for them. It also helped it cope up with the change in customer’s life cycle and offer services accordingly.
IMPLEMENTING CRM AT ICICI BANK
The key to implementing CRM was in understanding organization and customers in a better way. There are five interrelated areas that were taken care of before implementing CRM: Business Focus Organizational Structure Business Metrics Marketing Focus and Technology
Business Focus: There are various components of CRM like customer information, sales, marketing trends and

More about Crm in Icici

Open Document