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CIA

ICICI Bank developed an action plan to implement a CRM strategy across the organization over 3-4 years. The plan was divided into phases of 3 months and included leadership changes. A CRM solution was selected that had expertise in retail finance and was customized for ICICI. The key challenges in implementing CRM at ICICI were creating an enterprise-wide technological CRM system, knowing customers better for customer intelligence analysis, and enhancing every customer interaction.

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164 views10 pages

CIA

ICICI Bank developed an action plan to implement a CRM strategy across the organization over 3-4 years. The plan was divided into phases of 3 months and included leadership changes. A CRM solution was selected that had expertise in retail finance and was customized for ICICI. The key challenges in implementing CRM at ICICI were creating an enterprise-wide technological CRM system, knowing customers better for customer intelligence analysis, and enhancing every customer interaction.

Uploaded by

afzalazam
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
Download as pptx, pdf, or txt
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Md

Afzal Azam( FT-10-880 Siddhartha Basu(FT-10-951) Gaurav Yadav(FT-10- 853) Shefali Garg(FT-10- 943 ) Kaushlendra Gaur (FT-10-868)

Brief history
As a developmental bank , started the retail segment in 1990s Banks initiatives on innovation and prompt in meeting customer requirement.

Prudential ICICI AMC(tie up ) ICICI Personal Financial Services. ICICI capital Services. ICICI web trades

ICICI CRMs focused on knowing the customer better REASON FOR CRM: CRM should enable an integrated view about the customer to everyone in ICICI. FRAMEWORK FOR CIA: Enhancing every contact with customers and prospects , TECH. CRM solution needed . Planning for CRM implementation MAKING ROADMAP FOR CRM: Automation in business process & Enterprise wide solution CRM strategy: Nine defined steps with objective of getting more information about the customer through Offline & Online. ICICI RECOGNIZED SUCCESSFUL IMPLEMENTATION OF CRM strategy needed Effective change mgmt Technology enabled evolution

A. B.

A.

ICICI developed Action Plan for CRM implementation process Analyzing gap in five core areas of Business transformation
Business focus Organization Structure Business Metrics Marketing Focus Technology

Functional gap betw. CRM business cycle & Other infrastructural developments in ICICI

CRM Bus. Cycle focused on using CI for segregating key customers and develop campaign for them.

The ACTION PLAN:

the 3-4 years plan divided into phases of 3 months Leadership Action Plan Plans for implementing leadership changes.

A.

B. C. D.

SELECTION & IMPLEMENTATION: Selection based on expertise in CRM & customized in ICICI way Retail finance expertise Implementation worldwide specially in Asia Pacific. RFI

Prospect contacts Lead generation DMA documentation Creation of credit score card

(NOTE: basically helps to create a complete database from individual databases of call centers, Sales agents, Scrutiny, etc)

CRM CRM CRM CRM

is is is is

not not not not

a technology initiative exclusively a marketing initiative just a sales initiative. exclusively a service initiative.

I. II. III.

KEY CHALLENGES IN ICICI Implementing a Enterprise wide tech. based CRM SYSTEM Knowing customer better for CIA Enhancing each interaction with customer

SOLUTION: More interactive ICICI website Online/Offline Customer feedback form The use of Mobile telecommunication for getting quicker customer response and feedback Customer loyalty programs and Referrals system for increasing the customer base. Recruitment of tech savvy bank professionals and restructuring of positions in key departments with respect to ease of operating with CRM software

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