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8/6/2019 Technology Based Crm Solution at Icici Bank
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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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