PROJECT TITLE

THE NEW CUSTOMER SATISFACTION MANTRA-CRM FOR KEY CUSTOMERS

Project Brief

Title: - The New Customer Satisfaction Mantra- CRM for key Customers
Key customers or High net worth individuals are the most important customers of the bank, because they provide almost 80% of the revenue to the bank. This project is all about the key customers. It includes their needs, their perception towards the bank. It evaluates their satisfaction level and it suggests the bank to do the same things differently to increase the customer satisfaction level. It will help the bank to perform better in terms of revenue generation. This project was done at ICICI Bank Ltd., Ludhiana. Location Ludhiana is the most centrally located district, which falls in the Malwa region of the State of Punjab. For Administrative purposes it has been placed in the Patiala Division. It lies between North Latitude 30o-34' and 31o-01' and East longitude 75o-18' and 76o-20'. It is bounded on the north by River Sutlej which separates it from Jalandhar district. The River also forms its northern boundary with Hoshiarpur district. On other sides it shares common boundaries with Rupnagar district in the East, Moga district in the West, and Sangrur & Patiala districts in the South and South east respectively.

HOW TO GET THERE Air:

The nearest airport is in the state capital Chandigarh that is 100km away from Ludhiana.

Rail:
Ludhiana railway station is well connected with New Delhi and all other important towns of India. Train takes about 4-5 hrs from New Delhi to reach Ludhiana.

Road:
Ludhiana is situated on the Amritsar-Delhi Grand Trunk Road. New Delhi, Amritsar, Chandigarh and other major cities in Punjab are well linked with Ludhiana through road.

MAP OF LUDHIANA

CERTIFICATE
This report entitled "The New Customer Satisfaction Mantra- CRM for Key Customers submitted for the award of Masters of Business Administration to the Amity Business School, Noida, is an original work carried out by Ashish Sharma under our supervision. This work has not been submitted in part or full to this or any other institute /university for any degree or diploma.

Name: Mr. Sunil Parihar INDUSTRY GUIDE

Name: Ms. Namita Kapoor FACULTY GUIDE

ACKNOWLEDGEMENT
This has been my first experience in the corporate world and has been a truly learning experience for me. The project assigned to me had a great learning potential and tremendous scope of application. There have been many people who have supported me throughout the project and I take this opportunity to thank them for their time and effort. I would begin by thanking Mr. Sumit Aggarwal Regional Sales Manager for having the confidence in me and giving me the opportunity to undergo my summer training in this

prestigious company. I am grateful to Mr. Sunil Mr. Rohtash Gupta, Investment Manager for their support and encouragement. I am grateful to Prof. Namita Kapoor, my faculty guide, without her support and guidance, my project would not have been possible. I want to thank her profusely for her support and encouragement she gave for this project. I would like to thank my Industry guide Mr. Sunil Parihar, Sales Manager for making every effort to ensure that my project was truly a learning experience for me and without whose support the project could not be completed Last but not the least; I would like to thank my family for constantly encouraging and supporting me throughout my project.

DECLARATION

I hereby declare that the project report entitled The New Customer Satisfaction MantraCRM for Key Customers is written and submitted by me under the guidance of Mr. Sunil Parihar- Sales Manager ICICI Bank Ltd. Ludhiana. is my original work.

The findings and interpretations in the report are based on the data collected by me during the survey. This project is not copied from any source or other project submitted for similar purpose.

Ashish Sharma MBA- CRM & Mktg-2007 A2800507B07 AMITY BUSINESS SCHOOL NOIDA

CONTENTS

Banking system in India ICICI Bank: An Introduction Comprehensive range of products and services What makes ICICI different from its competitors What is a Customer What is CRM Importance of CRM in Banking What is a High Net Worth Individual Special offers for HNIs Objective of the Research Research Design & Plan Questionnaire Analysis & Interpretation Conclusion Recommendations Learnings From ICICI Bank Limitations Bibliography

1-7 8-10 11-17 18 19 19-21 22-25 26-28 29-33 34 35 36-37 38-51 52 53 54 55 56

Banking System in India

What is a Bank?
The essential function of a bank is to provide services related to the storing of deposits and the extending of credit. The evolution of banking dates back to the earliest writing, and continues in the present where a bank is a financial institution that provides banking and other financial services.

History of Banking in India

Without a sound and effective banking system in India it cannot have a healthy economy. The banking system of India should not only be hassle free but it should be able to meet new challenges posed by the technology and any other external and internal factors. For the past three decades India's banking system has several outstanding achievements to its credit. The most striking is its extensive reach. It is no longer confined to only metropolitans or cosmopolitans in India. In fact, Indian banking system has reached even to the remote corners of the country. This is one of the main reason of India's growth process. The government's regular policy for Indian bank since 1969 has paid rich dividends with the nationalization of 14 major private banks of India. Not long ago, an account holder had to wait for hours at the bank counters for getting a draft or for withdrawing his own money. Today, he has a choice. Gone are days when the most efficient bank transferred money from one branch to other in two days. Now it is simple as instant messaging or dial a pizza. Money have become the order of the day. The first bank in India, though conservative, was established in 1786. From 1786 till today, the journey of Indian Banking System can be segregated into three distinct phases. They are as mentioned below: Early phase from 1786 to 1969 of Indian Banks Nationalization of Indian Banks and up to 1991 prior to Indian banking sector Reforms. New phase of Indian Banking System with the advent of Indian Financial & Banking Sector Reforms after 1991. To make this write-up more explanatory, I prefix the scenario as Phase I, Phase II and Phase III.

Phase I
The General Bank of India was set up in the year 1786. Next came Bank of Hindustan and Bengal Bank. The East India Company established Bank of Bengal (1809), Bank of Bombay (1840) and Bank of Madras (1843) as independent units and called it Presidency

Banks. These three banks were amalgamated in 1920 and Imperial Bank of India was established which started as private shareholders banks, mostly Europeans shareholders. In 1865 Allahabad Bank was established and first time exclusively by Indians, Punjab National Bank Ltd. was set up in 1894 with headquarters at Lahore. Between 1906 and 1913, Bank of India, Central Bank of India, Bank of Baroda, Canara Bank, Indian Bank, and Bank of Mysore were set up. Reserve Bank of India came in 1935. During the first phase the growth was very slow and banks also experienced periodic failures between 1913 and 1948. There were approximately 1100 banks, mostly small. To streamline the functioning and activities of commercial banks, the Government of India came up with The Banking Companies Act, 1949 which was later changed to Banking Regulation Act 1949 as per amending Act of 1965 (Act No. 23 of 1965). Reserve Bank of India was vested with extensive powers for the supervision of banking in india as the Central Banking Authority. During those days public has lesser confidence in the banks. As an aftermath deposit mobilization was slow. Abreast of it the savings bank facility provided by the Postal department was comparatively safer. Moreover, funds were largely given to traders.

Phase II
Government took major steps in this Indian Banking Sector Reform after independence. In 1955, it nationalised Imperial Bank of India with extensive banking facilities on a large scale specially in rural and semi-urban areas. It After India's independence in 1947, the Reserve Bank was nationalized and given broader powers formed State Bank of India to act as the principal agent of RBI and to handle banking transactions of the Union and state governments all over the country. Seven banks forming subsidiary of State Bank of India was nationalized in 1960 on 19th July, 1969, major process of nationalization was carried out. It was the effort of the then Prime Minister of India, Mrs. Indira Gandhi. 14 major commercial banks in the country were nationalized. Second phase of nationalization Indian Banking Sector Reform was carried out in 1980 with seven more banks. This step brought 80% of the banking segment in India under Government ownership. The following are the steps taken by the Government of India to Regulate Banking Institutions in the Country: 1949 : Enactment of Banking Regulation Act. 1955 : Nationalisation of State Bank of India. 1959 : Nationalisation of SBI subsidiaries. 1961 : Insurance cover extended to deposits. 1969 : Nationalisation of 14 major banks. 1971 : Creation of credit guarantee corporation.

1975 : Creation of regional rural banks. 1980 : Nationalisation of seven banks with deposits over 200 crore. After the nationalisation of banks, the branches of the public sector bank India rose to approximately 800% in deposits and advances took a huge jump by 11,000%. Banking in the sunshine of Government ownership gave the public implicit faith and immense confidence about the sustainability of these institutions.

Phase III
This phase has introduced many more products and facilities in the banking sector in its reforms measure. In 1991, under the chairmanship of M Narasimham, a committee was set up by his name which worked for the liberalisation of banking practices. The country is flooded with foreign banks and their ATM stations. Efforts are being put to give a satisfactory service to customers. Phone banking and net banking is introduced. The entire system became more convenient and swift. Time is given more importance than money. The financial system of India has shown a great deal of resilience. It is sheltered from any crisis triggered by any external macroeconomics shock as other East Asian Countries suffered. This is all due to a flexible exchange rate regime, the foreign reserves are high, the capital account is not yet fully convertible, and banks and their customers have limited foreign exchange exposure.

Nationalisation
The next significant milestone in Indian Banking happened in the late 1960s when the then Indira Gandhi government nationalizd, on 19th July, 1969, 14 major commercial Indian banks, followed by nationalization of 6 more commercial Indian banks in 1980. The stated reason for the nationalisation was more control of credit delivery. After this, until the 1990s, the nationalised banks grew at a leisurely pace of around 4%-also called as the Hindu growth of the Indian economy. After the amalgamation of New Bank of India with Punjab National Bank, currently there are 19 nationalised banks in India: -Allahabad Bank -Andhra Bank -Bank of Baroda -Bank of India -Bank of Maharashtra -Canara Bank -Central Bank of India -Corporation Bank -Dena Bank -Indian Bank

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-Indian Overseas Bank -Oriental Bank of Commerce -Punjab & Sind Bank -Punjab National Bank -Syndicate Bank -Union Bank of India

Liberalisation
In the early 1990s the then Narasimha Rao government embarked on a policy of liberalisation and gave licences to a small number of private banks, which came to be known as New Generation tech-savvy banks, which included banks like ICICI Bank and HDFC Bank. This move along with the rapid growth in the economy of India, kickstarted the banking sector in India, which has seen rapid growth with strong contribution from all the three sectors of banks, namely, government banks, private banks and foreign banks. However there had been a few hiccups for these new banks with many either being taken over like Global Trust Bank while others like Centurion Bank have found the going tough. The next stage for the Indian banking has been setup with the proposed relaxation in the norms for Foreign Direct Investment, where all Foreign Investors in banks may be given voting rights which could exceed the present cap of 10%.

Current scenario
Currently (2005), overall, banking in India is considered as fairly mature in terms of supply, product range and reach-even though reach in rural India still remains a challenge for the private sector and foreign banks. Even in terms of quality of assets and capital adequacy, Indian banks are considered to have clean, strong and transparent balance sheets-as compared to other banks in comparable economies in its region. The Reserve Bank of India is an autonomous body, with minimal pressure from the government. The stated policy of the Bank on the Indian Rupee is to manage volatility-without any stated exchange rate-and this has mostly been true. With the growth in the Indian economy expected to be strong for quite some timeespecially in its services sector, the demand for banking services-especially retail banking, mortgages and investment services are expected to be strong. M&As, takeovers, asset sales and much more action (as it is unravelling in China) will happen on this front in India. Recently (March 2006), the Reserve Bank of India allowed Warburg Pincus to increase its stake in Kotak Mahindra Bank (a private sector bank) to 10%. This is the first time an investor has been allowed to hold more than 5% in a private sector bank since the RBI announced norms in 2005 that any stake exceeding 5% in the private sector banks would need to be vetted by them. Currently, India has 88 scheduled commercial banks (SCBs) - 28 public sector banks (that is with the Government of India holding a stake), 29 private banks (these do not have government stake; they may be publicly listed and traded on stock exchanges) and 31 foreign banks. They have a combined network of over 53,000 branches and 17,000 11

ATMs. According to a report by ICRA Limited, a rating agency, the public sector banks hold over 75 percent of total assets of the banking industry, with the private and foreign banks holding 18.2% and 6.5% respectively.

SBI group
State Bank of India, with its seven associate banks command the largest banking resources in India. SBI and its associate banks are: -State Bank of India -State Bank of Bikaner & Jaipur -State Bank of Hyderabad -State Bank of Indore -State Bank of Mysore -State Bank of Patiala -State Bank of Saurashtra -State Bank of Travancore

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The Bank of Bengal, which later became the State Bank of India.

Private Sector Banks In India

Private banking in India was practiced since the begining of banking system in India. The first private bank in India to be set up in Private Sector Banks in India was IndusInd Bank. It is one of the fastest growing Bank Private Sector Banks in India. IDBI ranks the tength largest development bank in the world as Private Banks in India and has promoted a world class institutions in India. The first Private Bank in India to receive an in principle approval from the Reserve Bank of India was Housing Development Finance Corporation Limited, to set up a bank in the private sector banks in India as part of the RBI's liberalisation of the Indian Banking Industry. It was incorporated in August 1994 as HDFC Bank Limited with registered office in Mumbai and commenced operations as Scheduled Commercial Bank in January 1995. ING Vysya, yet another Private Bank of India was incorporated in the year 1930. Bangalore has a pride of place for having the first branch inception in the year 1934. With successive years of patronage and constantly setting new standards in banking, ING Vysya Bank has many credits to its account.

List of Private Banks in India

-Bank of Punjab -Bank of Rajasthan -Catholic Syrian Bank -Centurion Bank -City Union Bank -Dhanalakshmi Bank -Development Credit Bank -Federal Bank -HDFC Bank -ICICI Bank -IDBI Bank -IndusInd Bank -ING Vysya Bank 13

-Jammu & Kashmir Bank -Karnataka Bank -Karur Vysya Bank -Laxmi Vilas Bank -South Indian Bank -United Western Bank -UTI Bank

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ICICI BANK
ICICI Bank is India's second-largest bank with total assets of about Rs. 2,513.89 bn (US$ 56.3 bn) at March 31, 2006 and profit after tax of Rs. 25.40 bn (US$ 569 mn) for the year ended March 31, 2006 (Rs. 20.05 bn (US$ 449 mn) for the year ended March 31, 2005). ICICI Bank has a network of about 614 branches and extension counters and over 2,200 ATMs. ICICI Bank offers a wide range of banking products and financial services to corporate and retail customers through a variety of delivery channels and through its specialised subsidiaries and affiliates in the areas of investment banking, life and non-life insurance, venture capital and asset management. ICICI Bank set up its international banking group in fiscal 2002 to cater to the cross border needs of clients and leverage on its domestic banking strengths to offer products internationally. ICICI Bank currently has subsidiaries in the United Kingdom, Russia and Canada, branches in Singapore, Bahrain, Hong Kong, Sri Lanka and Dubai International Finance Centre and representative offices in the United States, United Arab Emirates, China, South Africa and Bangladesh. Our UK subsidiary has established a branch in Belgium. ICICI Bank is the most valuable bank in India in terms of market capitalisation. ICICI Bank's equity shares are listed in India on the Bombay Stock Exchange and the National Stock Exchange of India Limited and its American Depositary Receipts (ADRs) are listed on the New York Stock Exchange (NYSE). ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial institution, and was its wholly-owned subsidiary. ICICI's shareholding in ICICI Bank was reduced to 46% through a public offering of shares in India in fiscal 1998, an equity offering in the form of ADRs listed on the NYSE in fiscal 2000, ICICI Bank's acquisition of Bank of Madura Limited in an all-stock amalgamation in fiscal 2001, and secondary market sales by ICICI to institutional investors in fiscal 2001 and fiscal 2002. ICICI was formed in 1955 at the initiative of the World Bank, the Government of India and representatives of Indian industry. The principal objective was to create a development financial institution for providing medium-term and long-term project financing to Indian businesses. In the 1990s, ICICI transformed its business from a development financial institution offering only project finance to a diversified financial services group offering a wide variety of products and services, both directly and through a number of subsidiaries and affiliates like ICICI Bank. In 1999, ICICI become the first Indian company and the first bank or financial institution from non-Japan Asia to be listed on the NYSE. After consideration of various corporate structuring alternatives in the context of the emerging competitive scenario in the Indian banking industry, and the move towards universal banking, the managements of ICICI and ICICI Bank formed the view that the merger of ICICI with ICICI Bank would be the optimal strategic alternative for both entities, and would create the optimal legal structure for the ICICI group's universal banking strategy. The merger would enhance value for ICICI shareholders through the merged entity's access to low-cost deposits, greater opportunities for earning fee-based income and the ability to participate in the payments system and provide transactionbanking services. The merger would enhance value for ICICI Bank shareholders through a large capital base and scale of operations, seamless access to ICICI's strong corporate relationships built up over five decades, entry into new business segments, higher market share in various business segments, particularly fee-based services, and access to the vast

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talent pool of ICICI and its subsidiaries. In October 2001, the Boards of Directors of ICICI and ICICI Bank approved the merger of ICICI and two of its wholly-owned retail finance subsidiaries, ICICI Personal Financial Services Limited and ICICI Capital Services Limited, with ICICI Bank. The merger was approved by shareholders of ICICI and ICICI Bank in January 2002, by the High Court of Gujarat at Ahmedabad in March 2002, and by the High Court of Judicature at Mumbai and the Reserve Bank of India in April 2002. Consequent to the merger, the ICICI group's financing and banking operations, both wholesale and retail, have been integrated in a single entity. ICICI Bank is also India's foremost technology bank. ICICI Bank uses IT as a strategic tool in all the business operations, so as to gain a competitive advantage. ICICI Bank was the first Indian company and the first financial entity in Asia (ex-Japan) to list on the New York Stock Exchange.

History of ICICI Bank

The World Bank, the Government of India and representatives of Indian industry form ICICI Limited as a development finance institution to provide medium-term and longterm project financing to Indian businesses in 1955. 1994 ICICI establishes ICICI Bank as a subsidiary. 1999 ICICI becomes the first Indian company and the first bank or financial institution from non-Japan Asia to list on the NYSE. 2001 ICICI acquired Bank of Madura (est. 1943). Bank of Madura was a Chettiar bank, and had acquired Chettinad Mercantile Bank (est. 1933) and Illanji Bank (established 1904) in the 1960s. 2002 The Boards of Directors of ICICI and ICICI Bank approve the merger of ICICI, ICICI Personal Financial Services Limited and ICICI Capital Services Limited, with ICICI Bank. After receiving all necessary regulatory approvals, ICICI integrates the group's financing and banking operations, both wholesale and retail, into a single.

International Expansion
2002 ICICI establishes representative offices in NY and London. 2003 ICICI opens subsidiaries in Canada and the United Kingdom (UK), and in the UK it establishes alliance with Lloyds TSB. It also opens an Offshore Banking Unit (OBU) in Singapore and representative offices in http:\\Lupinworld.com and Shanghai. 2004 ICICI opens a rep office in Bangladesh to tap the extensive trade between that country, India and South Africa. 2005 ICICI acquires Investitsionno-Kreditny Bank (IKB), a Russia bank with about US$4mn in assets, headoffice in Balabanovo in the Kaluga region, and with a branch in Moscow. ICICI Bank offers a high-interest (5.4% gross) internet savings account to UK customers.

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About ICICI Bank

ICICI Bank is arguably the most aggressive bank in the country and can rightfully claim credit for the spread of retail financing in the country. Formed by the reverse merger of former ICICI with its banking subsidiary, the bank has been highly focused on expanding its retail portfolio which it believes would be the major growth driver in future. The bank had to overcome several legacy issues after the merger with ICICI. The erstwhile financial institution had stockpile of bad loans in its books, a result of liberal financing to large industrial projects like steel units in the '90s. To its credit, the bank has successfully cleaned its balance sheet and net bad loans as a percentage of advances have gone down significantly. Besides the well established corporate banking division, ICICI Bank has the largest market share among all banks in retail or consumer financing. Its growth rate in home loans exceeds more established HDFC and its total home loan portfolio would go past HDFC in a few years at current growth rates. The bank is expanding rapidly in overseas markets. It has operations in the UK, Hong Kong and Canada. It acquired a small bank in Russia recently. It has tie-ups with major banks in the US and China. The bank is aggressively targeting the NRI population for expanding its business. It already offers money transfer facilities to India from most major countries across the globe. For the overseas markets, ICICI has a unique strategy. The bank has successfully reduced operating costs by doing all processing and back office work in India. It maintains only a front office customer interface in overseas locations. These cost savings help the bank to offer higher rates on deposits.

ICICI Bank today

-Large capital base -Vast talent pool -Low operating costs -Technology focus -Strong corporate relationships -Diversified portfolio ICICI Bank is well positioned to redefine the banking model by focusing on the untapped potential in the profitable retail business segments and leveraging its superior delivery capabilities and lower operating costs in the under-served corporate banking business.

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Comprehensive range of products and services

- Savings Account, Fixed Deposits, Recurring Deposits, Current Accounts - Resident Foreign Currency (Domestic) Accounts etc. - Asset Products- Home Loans, Car & Personal Loans, Loan Against Securities etc. - Investments- Government of India Bonds, Mutual Funds, Capital Gain Bond etc. - Insurance - Web Trade and Demat Accounts - Gold Bars & Coins - Foreign Exchange Services - International Debit and Credit cards - ATMs - And many more....

ICICI Deposit Products

ICICI Bank offers wide variety of Deposit Products to suit your requirements. Coupled with convenience of networked branches/ ATMs and facility of E-channels like Internet and Mobile Banking, ICICI Bank brings banking at your doorstep. Select any deposit product and provide your details online and ICICI banks representative will contact you for Account Opening.

Saving Accounts
ICICI Bank offers you a power packed Savings Account with a host of convenient features and banking channels to transact through. So now you can bank at your convenience, without the stress of waiting in queues.

Senior Citizen Plan

We understand that as you reach the age to retire, you do have certain concerns whether your hard earned money is safe and secure whether your investments give you the kind of returns that you need. That's why we have an ideal Banking Service for those who are 60 years and above. The Senior Citizen Services from ICICI Bank has several advantages that are tailored to bring more convenience and enjoyment in your life.

Child Secure
It's really important to help children learn the value of finances and money management at an early age. Banking is a serious business, but we make banking a pleasure and at the same time children learn how to manage their personal finances.

Fixed Deposit
Safety, Flexibility, Liquidity and Returns!!!! A combination of unbeatable features of the Fixed Deposit from ICICI Bank.

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Recurring Deposit
When expenses are high, you may not have adequate funds to make big investments. But simply going ahead without saving for the future is not an option for you. Through ICICI Bank Recurring Deposit you can invest small amounts of money every month that ends up with a large saving on maturity. So you enjoy twin advantages- affordability and higher earnings.

ICICI Loan Products

ICICI Bank offers wide variety of Loans Products to suit your requirements. Coupled with convenience of networked branches/ ATMs and facility of E-channels like Internet and Mobile Banking, ICICI Bank brings banking at your doorstep. Select any of our loan product and provide your details online and our representative will contact you for getting loans.

Home Loan
The No. 1 Home Loans Provider in the country, ICICI Bank Home Loans offers some unbeatable benefits to its customers - Doorstep Service, Simplified Documentation and Guidance throughout the Process. It's really easy!

Personal Loan
If you're looking for a personal loan that's easy to get, your search ends here. ICICI Bank Personal Loans are easy to get and absolutely hassle free. With minimum documentation you can now secure a loan for an amount upto Rs. 15 lakhs.

Four-wheeler Loan
The NO 1 financier for car loans in the country. Network of more than 1500 channel partners in over 780 locations. Tie-ups with all leading automobile manufacturers to ensure the best deals. Flexible schemes & quick processing. Hassle-free application process on the click of a mouse.

Two-Wheeler Loan
Avail attractive schemes at competitive interest rates from the No 1 Financier for Two Wheeler Loans in the country . Finance facility upto 90% of the On Road Cost of the vehicle, repayable in convenient repayment options and comfortable tenors from 6 months to 36 months . Ride home on your Dream Two Wheeler with our hassle free finance.

International Debit and Credit cards Travel Card

The ICICI Bank Travel Card has made travel abroad convenient and safe. Available in US Dollars, Australian Dollars, Canadian Dollars, Swiss Francs, Euros and Pound Sterling, the International Traveler is spoilt for choice. Some of the powerful features are Replacement Card (part of kit), SMS alerts for every transaction, online access both to

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customers and corporate, card useable over the Internet etc. making travel totally hasslefree.

Credit Cards
ICICI Bank Credit Cards give you the facility of cash, convenience and a range of benefits, anywhere in the world. These benefits range from life time free cards, Insurance benefits, global emergency assistance service, discounts, utility payments, travel discounts and much more.

Debit Cards
The ICICI Bank Debit Card is a revolutionary form of cash that allows customers to access their bank account around the clock, around the world. The ICICI Bank Debit Card can be used for shopping at more than 100,000 merchants in India and 13 million merchants worldwide. Presenting ICICI Bank Travel Card. The Hassle Free way to Travel the world. Traveling with US Dollar, Euro, Pound Sterling or Swiss Francs; Looking for security and convenience; take ICICI Bank Travel Card. Issued in duplicate. Offers the Pin based security. Has the convenience of usage of Credit or Debit card.

Debit Cards Market Share

Parameter Citi Bank Centurian Bank HDFC ICICI Bank Of Punjab Total No. 45 11 22 10 12 100

12% 10% 22% 11% 45%

Citi Bank Centurian Bank HDFC ICICI Bank Of Punjab

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Investments
At ICICI Bank, we care about all your needs. Along with Deposit products and Loan offerings, ICICI Bank assists you to manage your finances by providing various investment options ranging from ICICI Bank Tax Saving Bonds to Equity Investments through Initial Public Offers and Investment in Pure Gold. ICICI Bank facilitates following investment products: - ICICI Bank Tax Saving Bonds - Government of India Bonds - Investment in Mutual Funds - Initial Public Offers by Corporates - Investment in "Pure Gold" - Foreign Exchange Services - Senior Citizens Savings Scheme, 2004 You can invest in above products through any of our branches. For select products ICICI Bank also provides the ease of investing through electronic channels like ATMs and Internet.

Insurance
Convenience has always been synonymous with ICICI Bank and keeping in line with this, we now offer you, the facility of buying Insurance policies online. You can buy any of the policies mentioned below: General Insurance from ICICI Lombard

General Insurance
Health Insurance - "Secure yourself and your family -10K Tax Saver Insurance -Family Floater Insurance Home Insurance- "Secure valuables in your house" -Structure Insurance -Contents Motor Insurance- Mandatory - "Secure your Vehicle Insurance -Car Package Insurance -Two Wheeler Insurance Travel Insurance - Secure yourself during your travel -Overseas Travel Insurance -Student Travel Insurance

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Life Insurance from ICICI Prudential Life Insurance

Life Super: - A unique, single premium market-linked investment-cum-insurance solution that enables you to extract the maximum from your investment. Life Guard: - Provide total security to your family, at a very affordable cost. Health Plan: - Plans Get comprehensive long-term cover against critical illnesses with the Health Assure range of plans. Life Time Pension II: - Lets you earn potentially higher returns and receive pension during your post-retirement years.

Demat Services
ICICI Bank Demat Services boasts of an ever-growing customer base of over 11.5 lacs account holders. In our continuous endeavor to offer best of the class services to our customers we offer the following features: - e-Instructions: You can transfer securities 24 hours a day, 7 days a week through Internet & Interactive Voice Response (IVR) at a lower cost. Now with "Speak to transfer", you can also transfer or pledge instructions through our customer care officer. Consolidation Demat Account: Dematerialise your physical shares in various holding patterns and consolidate all such scattered holdings into your primary demat account at reduced cost. - Digitally Signed Statement: Receive your account statement and bill by email. - Corporate Benefit Tracking: Track your dividend, interest, bonus through your account statement. - Mobile Request: Access your demat account by sending SMS to enquire about Holdings, Transactions, Bill & ISIN details. - Mobile Alerts: Receive SMS alerts for all debits/credits as well as for any request which cannot be processed.
- Dedicated customer care executives specially trained at our call centre, to handle all your queries. - Countrywide network of over 235 branches, you are never far from an ICICI Bank Demat Services outlet.

ATM

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ICICI Bank's 24 Hour ATM network is one of the largest and most widespread ATM Network in India. Our ATMs are located in commercial areas, residential localities, major petrol pumps, airports, near railway stations and other places which are conveniently accessible to our customers. ICICI Bank ATMs features user-friendly graphic screens with easy to follow instructions. We have introduced ATMs, which interact with customers in their local language for increased convenience. Following are the features available on our ATMs, which can be accessed from anywhere at anytime. Cash Withdrawal: Withdraw upto Rs. 25,000/- per day from your account (50,000 for HNI's). Fast Cash option provides the facility of withdrawing prefixed amounts. Ultra Fast Cash option allows you to withdraw Rs.3000/- in one shot. Balance Enquiry : Know your ledger balance and available balance Mini Statement : Get a printout of your last 8 transactions and your current balance. Deposit Cash / Cheques : Available at all full function ATMs, Customers can deposit both cash and cheques. Cash deposited in ATMs will be credited to the account on the same day (provided cash is deposited before the clearing) and cheques are sent for clearing on the next working day. Funds Transfer: Transfer funds from one account to another linked account in the same branch. PIN Change: Change the Personal Identification Number (PIN) of ATM or Debit card. Payments: The latest feature of our ATMs, this functionality can be used for payment of bills, making donations to temples / trusts, buying internet packs, airtime recharges for prepaid mobile phones and much more... Others: Request for a checkbook from our ATMs and our concerned branch will dispatch it such that it reaches you within 10 working days. Charges: There is no charge levied on ICICI Bank customers for transacting on ICICI Bank's ATMs. However for customers not maintaining the minimum quarterly average balance in their savings account, first 6 transactions in the quarter will be free and Rs. 25 per transaction will be charged thereafter.

Percentage share (No. Of ATMs)

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Parameter SBI HSBC HDFC ICICI UTI Others Total

No. 24 5 8 28 13 22 100

No.

SBI 22% 24% HSBC HDFC 13% 28% 5% 8% ICICI UTI Others

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What makes ICICI different from its competitors

Technology ICICIs technology driven banking system ensures a wide reach, instant online transactions and faster dealings. Product range ICICIs products spectrum includes easy loans, phone banking, doorstep banking, etc. We also have products targeted at specific groups. The zero balance roaming current accounts caters specifically to entrepreneurs. It offers remittance, export, import and advisory services. Besides, being a zero balance account it enables their customers to utilize their financial resources more effectively. Size & Network ICICI has a wide customer base. Its Click and Brick' distribution network includes over 600 branches, 1725 ATMs, internet banking, phone banking and mobile banking. Customer relationship. ICICI believe in establishing a personal relation with our customers so that bank can understand their needs better and provide effective customized service. ICICI Bank has received several prestigious national and international awards in recognition of our innovation in banking, customer service, technology focus and human resource practices. These include: -Triple AAA Best Cash Management Country Award in India 2005 THE ASSET -Best Bank in India - 2--4 Euro money -Travel and Tourism India 's Most Customer Friendly Bank 2004 -Best Bank 2004 Business India -Best domestic commercial bank Asianmoney -Best emerging bank in India Global Finance -Best multi - channel strategy 2003 The Banker Magazine UK -Bank of the Year 2003, in India The Banker Magazine , UK -Excellence in Retail Financial Services 2003 Asian Bankers Journal

25

What is a Customer
-A customer is not an outsider to our business. He is the definite part of it. A customer is not an interruption of our work. He is the purpose of it. -A customer is not someone to argue or match wits with. He deserves courteous and attentive treatment. -A customer brings us his wants. It is our job to handle them properly and profitably both to him and us. -A customer is doing us a favour by letting us serve him. We are not doing him any favour.

WHAT IS CUSTOMER RELATIONSHIP MANAGEMENT

CRM IS A well defined series of functions, skills, processes and technologies which together allows companies to more profitably manage customers as "TANGIBLE ASSETS" The emphasis here is on defining customers as valuable in the long run & on viewing customer relationship as learning relationship. CRM focuses on improving customer relationship by improving the area of sales, marketing, customer service & support. But the means to achieve this is through appropriate system or through better technologies. The ultimate aim is to improve customer satisfaction & achieve higher revenue & profitability, but keeping selling costs lower. According to Sumeet Kapoor ,ceo global groupware "keep pleasing customers and they will keep coming back."

Customer Retention: Retention of customer must be given highest priority & then to make efforts For making new customer. Remember CRM is about giving the very best to your very best customer. It is not about providing extra service as is widely interpreted. For this we have to: A). identify the best practice B). Identify their wants C). Manage experience D). And manage information as a valuable asset.

26

CRM focuses on providing a new front office support system for the customer. This system would typically have the facility to provide various types of information to the customer. The customer can contact through any channel of communication like telephone, e-mail & direct contact [face -to -face] CRM links the uncrowned king customer with the complete organisation. Every one from the sales force , supply chain management people and even financial people work towards the common goal : 1. giving customer what they want 2. when they want it.

Importance of CRM: Customer relation management does not enable a quick win. It is a long-term approach that has to be adopted at a strategic level. CRM is important in every organization because it can-Increase sales revenue. -Increase win rates -Increase margins -Improve customer satisfaction ratings -Decrease general sales and marketing administrative costs.

27

Benefits of CRM
Highlighting very few benefits of CRM that helps enterprises: -Retain existing customers: - CRM helps increased customer loyalty by tracking and coordinating all customer interactions. It also gives the customer a single, consistent and uniform experience irrespective of the channel used to interact with the company. -Attract, acquire and grow new customers: - CRM helps companies in refining strategies and take timely action by providing real time feedback on marketing initiatives and sales leads through analysis and reports. -Recognize and take advantage of new competitive opportunities: - Because all interactions with the customer are tracked, opportunities for up selling and cross selling are more easily recognized. -Improved response time to customer requests for information: - With 24 hour access to information and faster tools for communication such as email, web chat etc. the customer can contact anytime from anywhere. -Product meets customer requirements: - Based on customer likes and dislikes and with the capability of online configuration, companies or customers can creat products suiting their needs. -Improved customer satisfaction: - By analyzing the customer behavior and providing a single view of the customer across the departments, line-of-business or the interaction channels, CRM helps in better servicing of the customer. -Improved revenue and reduced costs: -Becoming customer centric increases revenue, profitability and employee productivity, as well as improves overall shareholder value.

28

Importance of CRM in Banking

"Banking, declares bank of Punjab chairman Mr. Darshanjeet Singh "is not different from selling coke. The seismic shift witnessed last year was driven by just one pervasive goal of reaching out to the customer. The last decade has seen many changes taking place in the structure of banking and also in the way the Banking sector has opened up. Deregulation and entry of new players are changing the Banking scene. To say that the future belongs to a particular group, Private Banks or Foreign Banks or Public sector Banks is not correct. the future belongs to the player who keeps in touch with the time, who moves along with the time and is able to respond to the emerging needs of the customers. Today Banking is changing we are seeing technology being introduced in the sector. A greater amount of dis-intermediation is taking place in the higher segment of the corporate sector and there is a need for providing better quality customer service. The market is becoming more & more buyer dominated. In Banking, the final result as to who will actually be able to woo customers will depend on their ability to react and respond to the customer requirement. The customer is going to be the real decider of fate of Banks. THE OLD CONCEPT v/s THE NEW CONCEPT OF CRM IN BANKING

THE OLD CONCEPT: THE BACK OFFICE (FINANCE, HR, ADMINISTRATION) THE FRONT OFFICE (SALES, MARKETING) THE CUSTOMER

According to this concept, the back office did not link the customer. Customer was seen with only with the front office that is sales and marketing.

THE NEW CONCEPT: THE BACK OFFICE

THE FRONT OFFICE

THE CUSTOMER

THE BACK OFFICE

THE BACK OFFICE In this concept customer is the center of all the activities. She can know about whole

29

organizational activities. The new concept of CRM treats the customer as the uncrowned king of the business.

This is considered to be crucial for retaining customers since the success of any firm or organization is determined by it's ability to track customer dissatisfaction, so that suitable correction could happen in the product or process to present complaints. The circuit is completed thus for an effective & rounded of solutions for addressing business issue in a comprehensive way.

The Need For CRM

The life long customer has never been such valuable. People are demanding much for less and responding to their needs is a constant challenge. When we are not certain about present day customers , how can we be sure of getting customers five years down the line, next year ,next month, or for that matter even tomorrow. The old way of marketing and advertising are in deep trouble, it may not work any more. It costs five times more to find a customer then to retain her. Therefore it is wise enough to retain her. Firms of late have realized that service to a customer does not stop by delivering a good product on time, with a good price. Leaving them in darkness with the risk of responsive competitor providing timely information & service and snatching away the customer from their holds, forced organization to look for a concept will enable them to achieve customer's delight. Instead of looking at the internal process the orientation came to look outside the business and more towards the customers. Customer suddenly become the heart of the whole organization , and organizations started releasing that the entire business evolves around the customer. It is the customer centric approach, which is supposed to be the nucleus of CRM. The Banks want to be a major retail consumer Banks in India. The part of retail Banking goes not only with Credit Card but Debit Cards and Smart Cards as well. The Customer can get a bunch of additional services with co-branded cards, which have tie-ups with petroleum COs, airlines, hospital chains. Banks have introduced Debit Cards self-explanatory card that caters very well to the tastes of credit averse Indians. The banks are providing all products under one roof and that includes the retail staff as well.

30

HDFC Bank, ICICI, UTI Bank and HSBC, Citi are wooing corporate to open salary accounts. The minimum balance required for these accounts is zero and hence customer base of these Banks is exponentially increasing. ATM network, which provides visibility and convenience and hence helps in increase customer acquisition, is set near railway station, petrol pump, shopping complexes etc. Internet Banking is available to the customer at his desktop, while the branches may be 2 to 3 kms. Away. Some banks have already ventured to maintain relationship with online banking through Internet. The latest trend in banking strategy is clicks&bricks in which customer can debit or credit accounts, check balances and even trade on it. car loans is other area in which banks are developing relationship with the customer. The ideal model of maintainining relationship with the customer focuses on the customer service issues. Banks are providing customers with the highest quality services with special emphasis on recognizing customer needs and cross selling (expanding relationship with existing clients to increase range of services delivered to the clients) appropriate bank services. In a nutshell the customer has become the fulcrum of all Banking activities.

How can CRM help Banks

CRM primarily caters to all interactions with the customers or potential customers, across multiple touch points including the Internet, bank branch, call center, field organization and other distribution channels. CRM can help banks in following ways: y Campaign Management - Banks need to identify customers, tailor products and services to meet their needs and sell these products to them. CRM achieves this through Campaign Management by analyzing data from banks internal applications or by importing data from external applications to evaluate customer profitability and designing comprehensive customer profiles in terms of individual lifestyle preferences, income levels and other related criteria. Based on these profiles, banks can identify the most lucrative customers and customer segments, and execute targeted, personalized multi-channel marketing campaigns to reach these customers and maximize the lifetime value of those relationships. Customer Information Consolidation - Instead of customer information being stored in product centric silos, (for e.g. separate databases of savings account & credit card customers), with CRM the information is stored in a customer centric manner covering all the products of the bank. CRM integrates various channels to deliver a host of services to customers, while aiding the functioning of the bank. Marketing Encyclopedia - Central repository for products, pricing and competitive information, as well as internal training material, sales presentations, proposal templates and marketing collateral.

31

360-degree view of company This means whoever the bank speaks to, irrespective of whether the communication is from sales, finance or support, the bank is aware of the interaction.

CUSTOMER LIFE CYCLE

1. Customer needs acquisition and assessment. 2. Customer development through personalization and customization. 3. Customer equity leverage through cross selling 4. Customer retention and referrals for new customers. 1. The ideal method of customer acquisition is through referrals as it is directly reflects ones product or service quality. But still most of the companies go for the traditional mass media advertising and the argument they give is that we need the initial critical mass of customers to get further referrals. 2. A customer can be developed or nurtured through personalization of communication to him and customization of products and services through mutual learning process. Making him feel important at every single point. 3. Customer equity leverage through cross selling. Cross selling means Expanding relationships with existing clients" 4. And as we all know it is about 4 times costlier to acquire a new customer rather than the cost incurred on retaining one. So customer retention is the key.

32

What is a High Net Worth Individual

A high net worth individual is a person with large personal financial holdings. Traditionally the term used was millionaire.

CONCEPT OF 80: 20
80% of the banks business comes from 20% of its customers so is it not wise to retain that 20% of customers. Effective managers do not enjoy having unhappy customers, but they are smart enough to consider then as opportunities rather then disaster. An unhappy customer to gives you chance to correct the situation. For example: a bad meal at a restaurant may sour me on that establishment forever. If I express my displeasure some restaurateur's will ignore me, or make excuses, but those adept at managing apologies will send over a bottle of wine or tear up cheque. Therefore it is smart enough to tear up the cheque rather than to bye the customer.

Services provided by the ICICI bank to its HNI customers

-Exclusivity and Convenience -Relationship Manager -Separate interaction area in the branch -Anywhere Banking facility -Exclusive Phone Banking service -Competitive Pricing -Reduced rates for products and services -Several Complimentary Offers -Value-linked benefits Anywhere Banking ICICI Bank is the second largest bank in the country. It services a customer accounts through a multi-channel access network. This includes branches and extension counters, ATMs, Call Center and Internet Banking. Thus, one can access the various services ICICI Bank has to offer at anytime, anywhere and from anyplace. To learn more about the various channels..

ICICI Bank Phone Banking - Why Walk When you can talk A user friendly automated service menu offers you convenient access to your account coupled with security as, all your transactions are protected by a Atm Pin - The Personal password to your Banks & Credit card Account and Tpin for your Demat Account . But if you do need any assistance our officers will be glad to help you Self Phone Banking (IVR) access Mechanisms are as follows:
For Deposits --The customer would need to key-in his ATM/Debit Card Number and its corresponding ATM PIN. 33

For Credit Cards -The customer would need to key-in his 16 digit Card Number and its corresponding ATM PIN. For Demat Account Holders -The customer would need to key-in his 14 Digit Demat Account Number and its TPIN For Bond Account Holders -The customer would need to key in his Bonds holder Number only. What's more...this facility comes to you totally free of charge! Some of the services offered are listed below Banks Functionalities: - Account Balance - Mini Statement - Cheque Book Request - Cheque Status enquiry - Stop Cheque Payment - Utility Bill Payment - Internet Userid - Mobile banking Registration - Card Functionalities: - Outstanding Balance - Details of Last Statement - Details of Last Payment - Last five Transactions - Reward Points status - Bonds Functionalities: - Information on Redemption - Information on Interest - Information on Despatch of Bonds certificates - Others: - Lost/Replacement card - ATM pin re-issue - Standing Instructions - Complaints and suggestions - Inquire about any ICICI Bank product

34

Mobile Banking
Bank on the move with ICICI Bank Mobile Banking. With ICICI Bank, Banking is no longer what it used to be. ICICI Bank offers Mobile Banking facility to all its Bank, Credit Card, Demat and Loan customers. ICICI Bank Mobile Banking can be divided into two broad categories of facilities: Request facility: ICICI Bank Mobile Banking Requests enable you to enquire information about your ICICI Bank account or perform Banking transactions. You can enquire for: - IBAL - Account Balance Inquiry. - ITRAN - Last 3 transactions in your Account. - ICSI - Cheque Status Inquiry. - ISCR - Stop Cheque Request. - ICBR - Cheque Book Request. - ICPA - Change your Primary Account. - IPAY - Make Payment for your Bills. - IVIEW- View your Presented Bills. - IRPDC - Debit Card Reward Points (Only for HPCL Debit Card holders)

Alert Facility Under ICICI Bank Mobile Banking Alerts, you get alerted when the events you have subscribed for get triggered. You can subscribe for receiving SMS alerts on following events: - Salary Credit - Account Getting Debited - You receive an alert when your bank A/c is debited by Rs.5000/- or more, as specified by you. - Account Getting Credited - You receive an alert when your bank A/c is credited with Rs.5000/- or more, as specified by you. - Cheque Bounce. - Balance Above a Limit. - Balance Below a Limit.

35

Special offers for HNIs

PRODUCT Banking Products > Rs. 5 Lacs Individual Banking Relationship or AUA between 10 lacs to 25 Lacs Zero Balance SELECT PREMIUM WEALTH ADVISORY

Eligibility Criteria

> Rs. 50 Lacs Individual AUA Relationship

Rs. 50 Lacs Family AUA Relationship

Minimum Balance Requirement Private Banking Kit At par facility Personalised Pay-in Slips Mobile banking

Zero Balance

Zero Balance

Available Available Free ICICIBank Private Banking Gold Debit Card ( Internationally Valid )

Available Available Free ICICIBank Private Banking Gold Debit Card ( Internationally Valid ) Free Photo Signature Card Rs 50,000 for cash withdrawal

Available Available Free ICICIBank Private Banking Gold Debit Card ( Internationally Valid ) Free Photo Signature Card Rs 50,000 for cash withdrawal

Debit Cards

Free Photo Signature Card Rs 50,000 for cash withdrawal

Transaction Limits

36

and Rs 1 lac POS usage Card Re-issue charges ATM Interchange facility Dedicated Resources Free of Charge Free for all transactions at any bank ATM's in india Relationship Officer Service Officer at Branches Exclusive Private Banking Phone Banking Mobile identification Priority Queue Housing Loans Preferential Rate of Interest Rs.5,000 or 0.25% of loan amount, whichever is lower Credit Cards Roll Over Roll Over @

and Rs 1 lac POS usage Free of Charge Free for all transactions at any bank ATM's in india Relationship Manager Service Officer at Branches Exclusive Private Banking Phone Banking Mobile identification Priority Queue Preferential Rate of Interest Rs.5,000 or 0.25% of loan amount, whichever is lower

and Rs 1 lac POS usage Free of Charge Free for all transactions at any bank ATM's in india Wealth Advisor Service Officer at Regional Office / Branches Exclusive Private Banking Phone Banking Mobile identification Priority Queue Preferential Rate of Interest Rs.5,000 or 0.25% of loan amount, whichever is lower

Call Centre Facility

Roll Over @

Roll Over @

37

Balance

2.95% 3 year free card or till customer remains HNI (whichever is earlier) HPCL Gold Card with pre Approved Limit of Rs. 1.5 Lac Limit can be enhanced to Rs 2.5 lacs

2.95% 3 year free card or till customer remains HNI (whichever is earlier) HPCL Gold Card with pre Approved Limit of Rs. 3 lacs Limit can be enhanced to Rs 5 lacs

2.95%

Card Fees

Free

Type of Card and Limit

HPCL Gold Card with pre Approved Limit of Rs. 3 lacs Limit can be enhanced to Rs 5 lacs

Limit enhancement based on documentation Demat and Web Trade Demat Buy Charges Sell Charges E Instructions

Annual Fee Rs. 300 0.02% 0.02% Free Registration Account Opening Charges : Rs. 750, (Set off of A/c Opening charges against Brokerage) 0.70%

No annual fee Nil Nil Free Registration

No annual fee Nil Nil Free Registration

Web Trade

No Account Opening Charges

No Account Opening Charges

Maximum Transaction Charge

0.45%

0.45%

38

(reduced based on transaction volumes) Exchange Rate Commission Preferential Rates 100% discount on commissions Home delivery and pick-up Preferential Rates 100% discount on commissions Home delivery and pick-up Preferential Rates 100% discount on commissions Home delivery and pick-up

Services Gold Rate for buying gold Discount Locker Annual fee waiver

Preferential rate Based on volumes

Preferential rate Based on volumes

Preferential rate Based on volumes

25%

50%

75%

39

Debit Card Category Enrollment fee Annual fee 1st account holder Annual fee joint account holder Additional card issue fee Issue of replacement card in case of loss Surcharge on Fuel Purchases Select Nil Nil Nil -NARs. 200/- per card Premium Nil Nil Nil -NANil Wealth Advisory Nil Nil Nil -NANil 2.5 % or Rs. 10/per transaction whichever is higher 2.5% as per VISA regulation

2.5 % or Rs. 10/- per 2.5 % or Rs. transaction whichever is 10/- per higher transaction whichever is higher 2.5% as per VISA regulation 2.5% as per VISA regulation

Surcharge on Railway bookings

40

Objective of the Research

y The prime objective of the research is to evaluate the satisfaction level of the key customers. y y To know the perception of the key customers towards ICICI Bank. To find flaws in existing services and how to improve them.

41

Research Design & Plan

Research design indicates a plan of action to be carried out in connection with a proposed research work. It provides a guideline for the researcher to enable him to keep track of his actions and to know that he is moving in the right direction in order to achieve his goal. The design may be a specific presentation of the various steps in the process of research. Methods of data collection Primary methods: Data directly collected by a researcher is known as primary data. The methods used for collecting primary data may be: - Survey Here in this project the entire data is collected directly from the key customers. Survey method has been used for the data collection, a questionnaire of 14 questions was prepared, and that was filled by the customers. Sample size is 50. Secondary methods: Data not originally collected for use in the research project under consideration, but rather for use by some other person or for some other project are termed secondary data. Target population: Existing key customers of ICICI Bank. Survey Time: 4 Weeks Sample size: - 50 Sampling Method: Random Sampling. Area covered: - Ludhiana. Contact Method: - Personal.

42

QUESTIONNAIRE
Q1. What factors you considered while opening your account? (Please rank them from 1 to 3) a) Brand Name ___ b) Customer Service ___ c) Network ___ Q 2. Type of account you are having in ICICI Bank. a) Saving b) Current

c) Cash Credit

Q3. Do you have any other account in other banks? (If YES, then specify if NO then leave it blank.) a) HDFC b) HSBC c) Standard Chartered d) PSU e) Any other. Q4. Have you ever applied for loans? a) Yes b) No Q5. Which one of these gives you the loan at minimum rate of interest? Personal loan HDFC HSBC Standard Chartered PSU ICICI ANY OTHER Auto loan House loan

Q.6 ICICI Bank Private Banking provides you various services some of them are listed below in the matrix, how do you grade these services? (5-very satisfied, 4somewhat satisfied, 3-neither satisfied nor dissatisfied, 2-somewhat dissatisfied 1-very dissatisfied) 1 Mobile Banking Phone Banking Internet Banking Investment Assistance Demat Services 2 3 4 5

43

Q7. Are you satisfied with the services provided by the Private banking? a) Yes b) No Q8.Are you satisfied with the no. of ATMs? a) YES b) NO Q9. Please give your view about the staff of ICICI bank? a) Very friendly b) Somewhat friendly c) Neither friendly nor unfriendly d) Somewhat unfriendly e) Very unfriendly Q10. Are you satisfied with your bank? a) Yes b) No Q11. If no, why___________________ Q12. Do you give reference of ICICI bank to others? a) Yes b) No Q13. As you are getting some additional services of private banking by investing large amount of money with low returns. Are you satisfied with this trade-off? How do you grade it? a) Very satisfied b) Somewhat satisfied c) Neither satisfied nor dissatisfied d) Somewhat dissatisfied e) Very dissatisfied. Q14. What additional services should the bank provide you to serve you better? ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________

Name: _______________________ Occupation: __________________

Age: ____ Phone No: _______________

44

Analysis & Interpretation

Q1. What factors you considered while opening your account? (Please rank them from 1 to 3) a) Brand Name ___ b) Customer Service ___ c) Network ___

Parameter Brand Name Customer service Network Total

Rank1 3 35 12 50

Rank2 10 12 28 50

Rank3 37 3 10 50

Total 50 50 50

40 35 30 25 20 15 10 5 0

35 28

37 Brand Name Customer service Network

12 3

12 10 3

10

Rank1

Rank2

Rank3

Analysis: As per the results of the survey we can see that the option no.2 has been ranked no.1 by 35 customers. Hence we can say that customers give preference to customer service most of the times. Then comes Network which was ranked no.1 twelve times. The least vote goes to Brand Name.

45

Q 2. Type of account you are having in ICICI Bank. a) Saving b) Current

c) Cash Credit

Parameter Saving Current Cash Credit Total

No. 12 10 28 50

24% S

6%

20%

Analysis: 56% of the customers are having Cash Credit A/c. 24% of the customers are having Current A/c. 20% of the customers are having Saving A/c.

46

i g rr s t r

it

Q3. Do you have any other account in other banks? (If YES, then specify if NO then leave it blank.) a) HDFC b) HSBC c) Standard Chartered d) PSU e) Any other.

Parameter HDFC HSBC Standard Chartered PSU Others Total

No. 7 3 2 19 12 50

No.

HDFC HSBC St r Chart r SU

16% 28% 7% 5%

44%

Others

Analysis: Out of 50 customers 44% of them are having their other accounts in PSU. Hence we can say that today PSUs as a whole are the main competitors of the ICICI.

47

    

Q4. Have you ever applied for loans? a) Yes b) No

Parameter Yes No Total

No. 39 11 50

22% Y s N 78%

48

 

Q.6 ICICI Bank Private Banking provides you various services some of them are listed below in the matrix, how do you grade these services? (5-very satisfied, 4somewhat satisfied, 3-neither satisfied nor dissatisfied, 2-somewhat dissatisfied 1-very dissatisfied) 1 Mobile Banking Phone Banking Internet Banking Investment Assistance Demat Services 2 3 4 5

Parameter Rank1 Rank2 Rank3 Rank4 Rank5 Total

Mobile Banking 0 0 5 11 34 50
Mobile Banking 0% 0% 10% 22% Rank1 Rank2 Rank3 Rank4 Rank5

Analysis: 68% of the customers are very much satisfied with the mobile banking service. 22% are somewhat satisfied and 10 are neither satisfied nor dissatisfied.

8%

49

Parameter Rank1 Rank2 Rank3 Rank4 Rank5 Total

Phone Banking 0 6 3 13 28 50

Phone Banking

0% 12%

Rank1 Rank2 Rank3 Rank4 Rank5

2 %

Analysis: 56% of the customer are very much satisfied with phone banking facility, 26% are somewhat satisfied. 6% says neither satisfied nor dissatisfied, and 12% are somewhat dissatisfied.

50

5 %

 

Parameter Rank1 Rank2 Rank3 Rank4 Rank5 Total

Internet Banking 0 20 12 8 10 50

Internet Banking

20%

0% 40%

Rank1 Rank2 Rank3 Rank4 Rank5

1 % 24%

Analysis: 20% are very much satisfied, 16% are somewhat satisfied 24% says neither satisfied nor dissatisfied, and 40% is somewhat dissatisfied.

51

Parameter Rank1 Rank2 Rank3 Rank4 Rank5 Total

Investment Assistance 0 15 3 6 26 50

Investment Assistance

0% 30%

Rank1 Rank2 Rank3

52% 6% 12%

Rank4 Rank5

Analysis: 52% are very much satisfied, 12% are somewhat satisfied 6% says neither satisfied nor dissatisfied, and 30% are somewhat dissatisfied.

52

Q7. Are you satisfied with the services provided by the Private banking? a) Yes b) No

Parameter Yes No Total

No. 47 3 50

Analysis: 94% are satisfied with the services of private banking, only 4% are not.

94

53


es No

Q8.Are you satisfied with the no. of ATMs? a) YES b) NO

Parameter Yes No Total

No. 43 7 50

No.

14%

8 %

Analysis: 86% are satisfied with the no. of ATMs, 14% thinks that no, of ATMs must be increased.

54

# "

es

No

Q9. Please give your view about the staff of ICICI bank? a) Very friendly b) Somewhat friendly c) Neither friendly nor unfriendly d) Somewhat unfriendly e) Very unfriendly

Parameter Very Friendly Somewhat Friendly Neither Friendly Nor Unfriendly Somewhat Unfriendly Very Unfriendly Total

No. 38 10 2 0 0 50

No. 4% 0% 20% 0%

Very Friendly Somewhat Friendly Neither Friendly Nor Unfriendly

76%

Somewhat Unfriendly Very Unfriendly

Analysis: 76% says very friendly, 20% says somewhat friendly,4% says neither friendly nor unfriendly.

55

Q10. Are you satisfied with your bank? a) Yes b) No

Parameter Yes No Total

No. 41 9 50

No.

18%

82%

Analysis: 82% of the customers are satisfied with their bank, and 18% are not.

56

es

No

Q12. Do you give reference of ICICI bank to others? a) Yes b) No

Parameter Yes No Total

No. 48 2 50

4% Y s N 96%

Analysis: 96% of the customers give the reference of ICICI bank to others. This shows that the customers have developed loyalty towards ICICI.

57

& %

Q13. As you are getting some additional services of private banking by investing large amount of money with low returns. Are you satisfied with this trade-off? How do you grade it? a) Very satisfied b) Somewhat satisfied c) Neither satisfied nor dissatisfied d) Somewhat dissatisfied e) Very dissatisfied.

Parameter Very much satisfied Somewhat satisfied Neither satisfied nor dissatisfied Somewhat dissatisfied Very dissatisfied Total

No. 39 9 2 0 0 50

Very much satisfied o mewhat satisfied

18%

4% 0%

Neither satisfied nor dissatisfied

Very dissatisfied

Analysis: 78% are very much satisfied, 18% are somewhat satisfied 4% says neither satisfied nor dissatisfied. The customer satisfaction level is high, it shows that ICICI is providing excellent services

58

'

78%

o mewhat dissatisfied

'

Conclusion
- Customers prefer customer service over brand name. So its very important to serve your customer well, otherwise he can move to any other bank which he feels serve him better. - Most of the customers are satisfied with the Mobile and phone banking. - Awareness about Internet banking is very low among key customers. - A major chunk of key customers (48%) is not satisfied with the investment assistence provided by the bank. - Most of the customers are satisfied with the no. of ATMs. - Customers finds the behavior of the ICICI staff very friendly.

59

Recommendations
1. ICICI bank must do something to grab the attention of rural areas. Still villagers prefer PSU over private banking. 2. The satisfaction level of the customers regarding investment assistence can be increased by: - Providing separate section in the bank for investment assistence. Customers who are interested in investments can come there and ask their queries. - Whenever any new fund launched customers must be informed about it timely. 3. Bank should make efforts to promote use of internet banking among key customers. 4. Bank should make sure that all relevant statements should reach to the key customers in time.

60

Learnings From ICICI Bank

- CRM is not exclusively a marketing initiative. Many organizations have merely equated CRM with customer focused marketing. CRM results in more effective , data driven marketing efforts, CRM requires marketing expertise. - CRM is not exclusively service initiative. As with sales and marketing, customer service is one functional part of successful CRM implementation. But customer service is not the sole driver of the process. - CRM involves marketings, sales, serviceand technology as well as the other inner workings of an organisation.

61

Limitations
- The sample was only 50 customers,hence it can not be a true representative of the entire population. - The survey was conducted in the Ludhiana region only, Hence it is not the true reprentative of the entire country. - The customer might have acted artificially when contacted for survey.

62

BIBLIOGRAPHY
www.icicibank.comwww.icicibank.com www.indiainfoline.comwww.indiainfoline.com Customer Relationship Management- M. Chaturvedi Bank Manuals.

y y y y

63