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A CRM PROJECT REPORT ON

ICICI BANK
Project report submitted to the Sikkim Manipal University In partial fulfillment for the award of MASTER OF BUSINESS ADMINISTRATION By SHASHIKANT SINGH Reg. no: 520954788 Under the guidance of

Mr. Kedar Joshi (Manager)

ICICI BANK LTD-RO, HYDERABAD

CONTENTS
Introduction Overview of ICICI Bank Emergence of CRM in ICICI Bank CRM at ICICI Bank Analyzing rofitability CRM Process CRM Purpose Cross Selling Marketing Effort Gaining new customer Customer Retention Relationship Management Conclusion and Recommendation ICICI BANK
ICICI Bank (BSE: 532174, NYSE: IBN) (formerly Industrial Credit and Investment Corporation of India) is a major banking and financial services organization in India. It is the 4th largest bank in India and the largest private sector bank in India by market capitalization. The bank also has a network of 1,700+ branches (as on 31 March 2010) and about 4,721 ATMs in India and presence in 19 countries, as well as some 24 million customers (at the end of July 2007). ICICI Bank offers a wide range of banking products and financial services to corporate and retail customers through a variety of delivery channels and specialization subsidiaries and affiliates in the areas of investment banking, life and non-life insurance, venture capital and asset management. (These data are dynamic.) ICICI Bank is also the largest issuer of credit cards in India. ICICI Bank's shares are listed on the stock exchanges at Kolkata and Vadodara, Mumbai and the National Stock Exchange of India Limited; its ADRs trade on the New York Stock Exchange (NYSE). The Bank is expanding in overseas markets and has the largest international balance sheet among Indian banks. ICICI Bank now has wholly-owned subsidiaries, branches and representatives offices in 19 countries, including an offshore unit in Mumbai. This includes wholly owned subsidiaries in Canada, Russia and the UK (the subsidiary through which the Hi SAVE savings brand

is operated), offshore banking units in Bahrain and Singapore, an advisory branch in Dubai, branches in Belgium, Hong Kong and Sri Lanka, and representative offices in Bangladesh, China, Malaysia, Indonesia, South Africa, Thailand, the United Arab Emirates and USA. Overseas, the Bank is targeting the NRI (Non-Resident Indian) population in particular. ICICI reported a 1.15% rise in net profit to Rs. 1,014.21 crore on a 1.29% increase in total income to Rs. 9,712.31 crore in Q2 September 2008 over Q2 September 2007. The bank's CASA ratio increased to 30% in 2008 from 25% in 2007. ICICI Bank is one of the Big Four Banks of India, along with State Bank of India, Axis Bank and HDFC Bank its main competitors. In 1955, The Industrial Credit and Investment Corporation of India Limited (ICICI) was incorporated at the initiative of World Bank, the Government of India and representatives of Indian industry, with the objective of creating a development financial institution for providing medium-term and long-term project financing to Indian businesses. In 1994, ICICI established Banking Corporation as a banking subsidiary.

Overview of ICICI Bank:

The bank, headquartered in Mumbai, has a network of about 1,400 branches and 4,530 ATMs in India and a presence in 18 countries. It offers a wide range of banking products and financial services to corporate and retail customers through its specialized subsidiaries and affiliates in the areas of investment banking, life and non-life insurance, venture capital and asset management. The bank currently has subsidiaries in the United Kingdom, Russia and Canada, branches in United States, Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and Dubai.

Channels:
ICICI Bank has the following channels through which it offers its products and services to its customers. Branches ATMs Internet Banking Mobile Banking Phone Banking

Products and Services:

ICICI Bank offers a host of products and services to its clients, which include Deposits, Loans, Cards, Investments, Insurance, De-mat, NRI Services and Online Services etc.

Deposits:
Following deposits are offered:

Savings Account Advantage Deposit Special Savings Account Life Plus Senior Citizens Savings Account Fixed Deposits Security Deposits Recurring Deposits Tax-Saver Fixed Deposit Young Stars Savings Account Child Education Plan Bank @ Campus Salary Account Advantage Woman Savings Account EEFC Account Resident Foreign Currency (Domestic) Account Privilege Banking No Frills Account Rural Savings Account

Loans:
ICICI Bank offers following loan facilities: Home Loans Loan Against Property Personal Loans Car Loans Two Wheeler Loans Commercial Vehicle Loans Loans Against Securities Loan Against Gold Ornaments Pre-approved Loans

Cards:
ICICI Bank is India's largest issuer of credit cards. It also offers other types of cards. The various cards offered by ICICI bank are as below: Consumer Cards Credit Cards Travel Cards Debit Card Commercial Cards Corporate Cards Prepaid Cards

Purchase Cards

Investments:
ICICI Bank facilitates a range of investment products including: ICICI Bank Tax Saving Bonds Mutual Funds Government of India Bonds Initial Public Offers (IPO) by Corporates Foreign Exchange Services ICICI Bank Pure Gold Senior Citizens Savings Scheme, 2004

OVERVIEW OF CRM
The Customer is King! This credo is more powerful, relevant and true today than ever before. In a truly customer driven economy, success depends on a company's ability to be with the customer on a round the clock basis satisfying all their product and service specific needs. Simply stated, Customer Relationship Management (CRM) is about finding, getting, and retaining customers. Customer Relationship Management is one of the hottest and most talked about topics in the industry today and for good reason. Industry analysts recently reported that CRM expenditures will grow from $2.8 billion in 1999 to $11 billion by 2003. CRM is all about building long term business relationships with your customers. It is best described as the blending of internal business processes: Sales, Marketing and Customer support with technology. CRM solutions empower businesses to more efficiently and effectively manage the activities that affect their relationship with their customers. The ultimate goal of CRM is to meet and exceed customer expectations, create a positive customer experience and build customer loyalty. CRM changes all of this and represents a continuing evolution in managing front office operations. With CRM, traditional departmental applications for sales, marketing and customer service are consolidated into a single unified system capable of managing the entire customer life cycle. This approach allows employees throughout an organization to have immediate access to a complete profile of important customer information. Organizations who are implementing CRM solutions feel confident that providing access to this level of information will assist their sales and support staff in better understanding the needs and buying patterns of their customers. CRM (customer relationship management) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an

organized way. CRM is at the core of any customer-focused business strategy and includes the people, processes, and technology questions associated with marketing, sales, and service. In today's hypercompetitive world, organizations looking to implement successful CRM strategies need to focus on a common view of the customer using integrated information systems and contact center implementations that allow the customer to communicate via any desired communication channel. What exactly is the definition of Customer Relationship Management? Ask a dozen professionals, get a dozen different definitions. Here's a general overview: CRM is used to learn more about your key customers needs in order to develop a stronger relationship with them. Customer Relationship Management can be defined as a companies activities related to increasing the customer base by acquiring new customers and meeting the needs of the existing customers. CRM is about building partnerships with your customers. It uses internal business processes from Sales, Customer Service and Marketing. The philosophy of CRM is the recognition that your long-term relationships with your customers can be one of the most important assets of an organization, providing competitive advantage and improved profitability. The most important part of CRM is the "customer-focus". CRM uses technology, strategic planning and personal marketing techniques to build a relationship that increases profit margins and productivity. It uses a business strategy that puts the customer at the core of a companies processes and practices. It requires this customer focused business philosophy to support effective sales, marketing, customer service and order fulfillment. Regardless of company size or industry, businesses have begun to recognize the value and importance of customer retention and are embracing new technology for automating customer service and support. For the new millennium, it seems that the customer has finally become King!!!

EMERGENECE OF CRM IN ICICI BANK

The CRM initiatives in Indias ICICI Bank hold together its compelling story of growth. Its growth in customer base, channels, and product and service offerings. Since its inception in 1995, the bank has grown to have 15.8 million customers, holding about 17 million accounts. The banks network has expanded to 610 branches and standalone counters and over 2,000 ATMs. CRM has been envisioned by the bank to support its goals in sales, customer service, and analytics. Already, about 30.40% of the banks home loans are cross-sold to existing customers. Similar ratios have also been reported in the sale of insurance policies. Ratios of about 50.60% have been seen out of the credit cards and personal loans business. The banks stated intention is to take these ratios to as high as 60.75%. ICICI Bank states that these high levels of relationship maximization are made possible by how its CRM system is able to

"know and understand the customer better. which customer is most suitable for what kind of product and at what point in time." In the area of service, the bank receives as many as 150,000 customer requests per day, a challenge not only to channel capacity but also to how the bank is able to ensure that each request is recorded, tracked, and resolved. Last, customer analytics have been used to support various strategic decisions of the bank. Recent strategic decisions of note are several anti attrition programs, the intended attrition of unprofitable customers, the imposition of fees, and various customer segment tactical initiatives. ICICI Banks CRM capability is built on a Teradata data warehouse that integrates data from multiple sources, including the Oracle database and various flat files. The system provides users with information about each customers checking accounts, fixed deposits, credit cards, and other financial information. The bank has taken on the end-to-end proposition of SAS for enterprise intelligence, which offers a credible integrated approach to analytics, including data detection, data cleansing, data preparation, event detection, reporting and business intelligence, and campaign analysis. The bank estimates that it is able to track more than 1,200 parameters concerning demographics, transactions made, channel usage, and product relationships. Through Behavior Explorer and views, business users develop customer profiles and run ad hoc queries. Analysts then use the information to guide product development and marketing campaigns that are intended to address each individuals total requirements, instead of just pushing a product. The success of cross-selling to existing customers has also been enabled by the banks growing capabilities in lead management. The home loans business unit, for example, has built a lead management system rolled out to about 700 users. The system is able to allocate leads, schedule meetings, provide a record of all interactions with the customer, and give reminders for customer followups. A lead generation tool has also been developed in house to capture and route Product applications made over mobile phones.

CRM AT ICICI BANK

CRM at ICICI Bank involves increased communication between the bank and its present and prospective customers. Its philosophy focuses on each and every customers satisfaction. CRM facilitated coordination of multiple business functions & multiple channel of communication with the customers to carry out customer management more efficiently. It also automated the process flow tracking in the product sales process and helped generate customized reports and promote cross-selling. The typical components of a CRM strategy at ICICI are as follows: Aquire Customer Retain Valuable Customer

1. Deliver increased value to customer. 2. Interact with customers. 1. Customize by customer segment. 2. Develop product , services, channel to meet the customer needs. 1. Understand customer need. 2. Differentiate based on different needs, behavior and characteristics.

Understand and differentiate:

Understanding customers is important in order to develop a sound relationship with them. Customer profiling is done in order to understand demographics, purchase pattern and channel preference. CRM also helped 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 customers life cycle and offer services accordingly.

What is the profitability For you through CRM process:

Yes we get profitability through crm process. The profitability are as follows :

Customers usage pattern:

ICICIs CRM data warehouse integrates data from multiple sources and enables users to find out about the customers various transactions pertaining to savings accounts, credit cards, fixed deposits, etc. The warehouse also gives indications regarding the customers channel usage.

New product development:

Analysis at ICICI guide product development and marketing campaigns through Behavior Explorer, whereby customer profiling can be undertaken by using ad hoc queries. The products thus created take into account the customers needs and desires, enabling the bank to satisfy customers through better personalization and customization of services.

Central data management:

The initial implementation of CRM allowed ICICI to analyse its customer database, which includes information from eight separate operations systems including retail banking, bonds, fixed deposits, retail consumer loans, credit cards, custodial services, online share trading and ATM.

CRM PROCESS:
The CRM process is the most influential customer oriented strategy of the decade. Despite its humble origins it has evolved into a relatively complex strategy. The essentials of a CRM program include focus, commitment to CRM goals and above all a desire to be customer focused. Here's how the CRM process actually works in an organization.
A look

at the steps in the CRM process:

1. Establishing CRM goals. 2. Educating other departments. 3. Assembling customer information. 4. Designing the data model. 5. Vendor study . 6. Selecting the CRM solution. 7. Establishing authority & responsibility. 8. Pilot projects. 9. Communication with customers through direct mail , electronic mail etc. 10. Customer surveys. 11. Customer satisfaction program. 12. Collection of customer information. 13. Provision of customer information to employees. 14. Usage of customer information in the business activities.

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15. Feedback. 16. Analyze. 17. Documenting a new process. 18. Implementing final methodology.

CRM PURPOSE:
The purpose for engaging in customer relationship management could be to increase marketing efficiency like achieving lower distribution cost, streamlining order processing or it could be to increase marketing effectiveness by building customer loyalty and commitment, personalizing the market offerings etc. effectiveness means completing the job we set out to efficiency means using the least amount of resources to do the job. It is very difficult to achieve a balance between the two. Whatever the purpose the organization must decide the need and the specific requirement from the customer relationship management process.

CRM INITIATIVE BY ICICI

MOBILE ATMs Facility:

ATMs are kept in vans and parked at high traffic areas at specified timing to facilitate standard services.
2. Bulk deposit facility through ATMs :

ICICI bank issues a special card deposit only card to facilitate deposition of large amount at one time though ATMs unlike conventional ATMs which allows deposition of only 30 notes at one time.
3. Cash

pick up service:

It also facilitates cash pick up service for business customers under business banking segment. 4. ATMs for visually challenged: ICICI bank has launched special voice- guided systems, which guide a visually challenged person to avail ATM services without any help. Headphone can be connected to ATM jack who gives voice command to the customer to transact business.
5. DEMAT A/c Facility:

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ICICI bank gives an option of opening D-MAT A/c and trading A/c simultaneously with saving A/c through which customer can do share trading online.
6. Other services through ATMs:

Prepaid mobile recharge Buying and renewing internet packs. Making donations for Shri Mata vaishnodevi shrine and Tirupati, nathdwara temple. Mutual funds transaction & Bills payments. 1. Credit

card facility through mobile:

The tools and the processes are as follow

Customer application form. Centralized software where the whole data is collected. Wide range of offering. Cross selling and Feedback forms. Customer application forms: Bank collects all the data from customer application form and gets the personalized information to know which product to offer to which customer. This process helps in collecting the data and knowing what the customer wants. Centralized software where the whole data is collected: The data collected through customer application forms is available at one server and can be accessed anytime, anywhere. So, this helps in the further process of customized offerings and cross selling. Wide range of offering : After collecting the data from the customer, team decides what product to offer to which customer. In case the bank recognizes you as a valuable customer then is offers a more customized service.

CROSS SELLING:It refers to offering another product from the service offering of the bank to the customer which he has not gone for. For example If customer has savings account with the bank then they offer him a insurance, fixed deposits etc. This depends on the value of the customer to the bank. Cross selling is not offered to every customer. It depends on how loyal the customer is to the bank. The more business he gives us, the more are his chances of being special services offered.

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Feedback forms:
The bank distributes feedback forms at all its branches. The customer feedbacks on the service, technology used, employee behavior and promptness in solving customers problems, are taken and they are analyzed:

MARKETING EFFORTS
CRM (Customer Relationship Management) software aids in increasing efficiency, serves to aid the sales department in all of its efforts, manages to boost sales, and fundamentally contributes to the overall development of the company. It also manages to work towards organizational goals. This is achieved through a concise study of potential customers. Their preferences are taken into consideration and used to coordinate and implement a customer centric business strategy that focuses primarily on the customer, yields to recording the importance of his ideas and suggestions and results in increased customer retention. CRM helps to know the needs and wants of the customer. So, on the basis of this company can decide which product to offer to which customer. More over, under CRM, we have identified that cross selling is the best weapon. It enhances the relationship value with the customer. This satisfies the customer and that is the reason why the customer keeps on coming again and again to the company. This helps in retaining the market share. Now, the satisfied customers help in the word- of mouth promotion of the bank, which eventually increases our market share. Does technology helps in practicing CRM? Yes, 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, popups during the transaction in the ATM.

NEW CUSTOMER
It is necessary for banks to identify potential customers for approaching them with suitable offers. The transactional data that is generated through customer interactions and also by taking into account the profile of the customer (such as

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the lifecycle stage, economic background, family commitments, etc.) needs to be collated into one database to facilitate its proper analysis. For example, a customer interacts with the banks for savings accounts, credit cards, home loans, car loans, demat accounts, etc. the data generated through all these services needs to be integrated to enable effective targeting. After the integration is done, a profitability analysis of the customer needs to be undertaken to acquire an understanding of the profit-worthiness of the customer before targeting him with new offers. The last approach of CRM according to ICICI bank is that they try to convert the prospective customer into a true customer. Right from the moment the inquiry comes, they follow- up the customer and then make him to come to the bank occasionally and then regularly. Everybody knows how difficult it is to get a new customer than to retain a existing one. Wireless companies in US are spending more in finding new customers but 40% of their customers defect every year this has made bussines extremely difficult for them. Not only do they have to replace the defected 40% but also add more to show some growth. Another example of expensive customer service is in the banking industry. Most customers cost more than the returns on their deposits. Banks are figuring out how to serve their more valuable customers and retain them and cut the cost of serving the less valuable ones. CRM deployment is exorbitant and prohibitive for a small company.

CUSTOMER RETAINTION
There are various components of CRM like customer information, sales, Marketing trends and marketing efficacy that acted in tandem to improve relationship between ICICI and its consumers. ICICI captured customer data and analyzed them while dealing with customers at these very touch points. A CRM solution from Siebel was implemented for the Automation of customer handling in all key retail products of the Group. The solution allows Customer service agents to track all customer complaints and requests. It also allows target setting and centralized tracking of turnaround times for request fulfillment. The solution went live in phases during fiscal 2002. The Bank has also undertaken a retail data warehouse initiative to achieve customer integration at the back-office. This central view of the total customer relationship is being used extensively for identifying opportunities to cross-sell new products and services to the existing customer base. Its technology strategy emphasizes enhanced level of customer services through 24x7 availability, multi-channel banking and straight through processing, and cost efficiency through optimal use of electronic channels, wider and focused market reach and opportunities for cross-selling. The company offers the person the customized product. Moreover, they also practice a concept called cross- selling over here. Cross selling refers to offering another product from the service offering of the bank to the customer which he has not gone for.

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Example if customer has saving account with the bank then we offer him loan, insurance and other investments.

RELATIONSHIP MANAGEMENT:Know Your Customer:

Know Your Customer is about understanding your individual customer's value and needs. This understanding comes only from collecting information that customers provide in their interactions with your company, and developing a 360-degree view of customer behavior across all touch points. As you begin a dialogue with individual customers, you create a learning relationship with your customers; each interaction becomes an opportunity to build and extend your relationship with that customer. The more extensive the learning relationship, the more invested the customer becomes in the relationship and the more difficult it will be for the customer to switch to a competitor. The bank collects all the information about the customers for processing. ICICI bank has mainly 4 service offerings viz: loan account, saving account, current account and fixed deposits. Moreover, the bank has many customers in each category. So, they collect the data on one server and thus the company gets the personalized information on each customer by asking them to fill the information in customer application form. After the collection of the personalized information on every customer, the department checks out the value of the relationship with each and every customer. Later, they decide how to approach the customer for knowing what his needs and wants are? After this is done, the company offers him the customized product.

Reach Your Customer:

Reach Your Customer is about reaching the right customers with the right offer at the right time through the right channel. Based on your knowledge of each customer, you are able to reach specific customers with targeted offers, information, products, and services. You reach each customer with a personalized message based on his or her needs, behaviors, and value.

Grow Your Customer:

Grow Your Customer refers to your company's ability to effectively execute Marketing strategies based on your knowledge of customer share and customer lifetime value. You must use scarce investment dollars to target your efforts to your best, most valuable customers. Increasing the total value of your customer base by retaining and growing your best customers, is significantly less

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expensive than trying to generate the same amount of value by acquiring new customers. Focusing on your best customers requires you to re-examine and reallocate total Marketing and sales investments from less profitable customers and the acquisition of new customers.

CRM TO E-CRM
The rules of the game have changed for CRM. Customer demand for increased value, greater convenience, and more control over products and services, along with heightened pressure from competitors, have increased customer acquisition costs and decreased customer and brand loyalty. At the same time, advancements in technology have enabled the cost-effective distribution of huge amounts of customer data, the delivery of customized products, and the efficient use of interactive channels. These technology developments are creating major opportunities to collect and use customer information to gain a better understanding of customer needs and to strengthen customer relationships. To take advantage of these opportunities and address the escalating demands of customers, companies are shifting the focus of their efforts to adopt a customer-centric approach. Product excellence, innovation, and operational efficiency are still important; however, successful companies are building on these existing business strengths as they shift their attention to their customers. E-CRM refers to the set of activities that enable a firm to utilize the power of the Internet and the electronic medium to implement CRM. Firms all around the world have realized the potential of the Internet as a medium for CRM and have been actively pursuing e-CRM strategies. A complete e-CRM architecture would comprise of the following components 1. Sales Force Automation (SFA) 2. E-Mail Management System (EMS) 3. Interactive Voice Response (IVR) 4. Knowledge Management (KM) 5. Call Centers 6. Instant online querying through Chat 7. IMPS

Managing a full range of customer relationship involves two related objectives

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1. Provide the firm and its customer-dealing personnel, a complete singular view of each and every customer. 2. To provide the customer with the same singular uniform level of service in every interaction with the company through every channel.

CONCLUSION AND RECOMMENDATION .

Thus, we see that a focused and customer centric approach helped ICICI Bank become # 2 bank in India. ICICI has used CRM not only as a tool but also as a strategy to gain competitive advantage over other new generation private banks. It has invested a lot in ICT and spared no pains in giving best to the customers. Its multi-pronged approach towards managing customer relationship is paying dividends constantly and as a result we see millions of happy satisfied customers determined to make it one of the most successful banks in India. Thus after grabbing details of CRM in ICICI bank we can say that ICICI bank is well ahead of other banks as far as Customer Relationship Management is concern. However at the same time keeping intense completion in to account, ICICI bank should involve technology more in CRM in terms of Mobile Banking, Competitive products and Services to all the segments.

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Acknowledgement

I, Shashikant Singh, student of MBA(Finance final year), in Sikkim Manipal, University, hereby declare that I have made this academic project titled CRM Project on ICICIBANK as a part of the assessment for the subject FINANCE, for academic year 2009-11. The project is submitted for the first time and here only and the information submitted therein is true to the best of my knowledge. I sincerely thank Mr. Kedar Joshi for the help extended by him for the successful completion of the project report.

Countersigned

Candidates signature

(Mr. Kedar Joshi)

(Shashikant Singh)

Reference
Kedar Joshi(Manager) Icicibank Ltd, Regional Office Hyd Mob No:- +91-9849131517 www.hoovers.com www.icicibank.com