A SUMMER TRAINING REPORT IN

CRM PRACTICE OF AXIS BANK

SUBMITTED IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION (BBA) GURU JAMBHESHWAR UNIVERSITY OF SCIENCE & TECHNOLOGY, HISAR.

TRAINING SUPERVISOR :

SUBMITTED BY:

MR. RAMAN SINGH DESIGNATION : BRANCH MANAGER

MS. KRITI TREHAN ENROLLMENT NO.

SESSION: 2011

AKNOWLEDGEMENTS

A lot of effort has gone into this training report. My thanks are due to many people with whom I have been closely associated. I would like all those who have contributed in completing this project. First of all, I would like to send my sincere thanks to MR.ASHOK SHARMA for his helpful hand in the completion of my project. I would like to thank my entire beloved family & friends for providing me monetary as well as non monetary support, as and when required, without which this project would not have completed on time. Their trust and patience is now coming out in form of this thesis.

EXECUTIVE SUMMARY
This project cover the brief understanding about the customer relationship management for the Axis Bank, I have collected the primary data from the Axis Bank existing customer as the growing concern about the different banking service i.e. ATM , Cash transfer , Net Banking etc. in the Delhi and NCR region also to understand whether the Axis Bank has targeted the market right or not, I have concluded this project with the proper recommendation has been made to that, which help other research to do some research on the basis of that. Customer Relationship Management sounds simple enough. However, the term succeeds only in whetting imagination of academics as well as business leaders (Anton, 1999; Baron, 1997; Bell, 1996). CRM can be viewed in four principal ways. Firstly, it is a contemporary response to the emerging climate of unprecedented customer churn, waning brand loyalty and lower profitability (Cockburn, 2000; Cross, Richard & Smith, 1996). Secondly, CRM is central to the task of making an organization customer-centric (DM Association, 1999; Gamble, Stone & Woodcock, 2000). Thirdly, CRM is the surest symbol embracing information technology in business (Brown & Price Waterhouse Coopers, 1999; Gordon, 1998). Fourth and finally, CRM is the most certain way to increase value to the customers and profitability to the practicing organizations (Reichheld, 1996, Shanham 1998-1999). Be that as it may, effective CRM practices can mean the difference between the success and failure of a business across all industries, particularly for mid-size enterprises (Curry, 2000; Eckerson, 1997), Naturally, more and more companies are seeking to understand the concept and mechanics of the CRM (Swift, 2001).

TABLE OF CONTENTS
1. Introduction to the Industry ....................................................................................1 2. Introduction to the Company ................................................................................13 3. Research Methodology ..........................................................................................45 a. Title ................................................................................................................. 46 i. Title Justification ................................................................................. 46

b. Objective .......................................................................................................... 46 i. ii. Objective One ...................................................................................... 46 Objective Two ...................................................................................... 46

c. Scope of the Study ........................................................................................... 46 d. Significance of the study ................................................................................. 47 e. Research Design............................................................................................... 47 f. Sampling Methodology ................................................................................... 48 g. Limitation ........................................................................................................ 48 4. Facts and Findings ................................................................................................. 49 5. Data Analysis and Interpretation .......................................................................... 53 6. Conclusion and Recommendation ......................................................................... 64 7. Bibliography ......................................................................................................... 69 a. Books ............................................................................................................... 70 b. Journals ............................................................................................................ 70 c. Magazines ........................................................................................................ 70 d. Internet ............................................................................................................ 71 i. ii. Sites ...................................................................................................... 71 Search Engines .................................................................................... 71

8. Annexure ................................................................................................................ 72 a. Questionnaire ..................................................................................................... 73 b. Supporting Documents....................................................................................... 76

INTRODUCTION

INTRODUCTION Customer relationship management (CRM) all about? Is it a new jargon in our vocabulary or is it really a new paradigm? The current literature is full of individual

definitions and descriptions (Anton, 1999; Brown, 2000). Most definitions converge on two things- relationship and information technology. Thus, we may conceptualize customer relations management (CRM) as follows: CRM is the information

technology face of the business processes that aim to establish enduring and mutually beneficial relationships with customers in order to drive customer retention, value, and profitability up. The definition underlines the fact that CRM is meant for a common and equal good of the two stakeholders-business and their customers. It calls for capturing pertinent data about the prospective and current customers in respect of their buying pattern, shopping behaviour and usage habits of the products and services and to use the information to commence a two-way dialogue with them. If the essence of CRM is customer and continuity, the term CRM can as well be an acronym for any of the following cognate marketing terms: Caring Relations Management (CRM) Continuous Relations Management (CRM) Creative Relations Management (CRM) Customer Retention Management (CRM) Customer Return Management (CRM) Cost Reduction Management (CRM) Cost and Return Management (CRM)

In more ways than one, CRM represents a logical end of the philosophy that the business should be customer oriented (Gamble etal, 2000, Payne 1997). It traversed a successive strains of thoughts to reach what is now viewed as a new business paradigm (Figure 1). For instance, the early marketing paradigms prevalent until the sixties, ordained marketers to satisfy customer needs that were essentially nature created. Later in the seventies, the marketing functions served the customers wants that were nothing but specific solutions to the needs and were the outcome of the marketing initiatives. Marketing thoughts of the eighties devoted themselves to meet the higher, more lifestyle oriented demands and expectations of customers. These

were the result of the then social and economic environment. The nineties witnessed the most potent force of our times, information technology. Naturally marketing thoughts focused on how to leverage on the same and serve the customers (Kotler, 2000). One of the fall out of the era is Customer relationship management. CRM thus, represents the marriage between the customer orientation and the emerging information technology to produce a memorable relationship experience to the marketers as well as to the customers. Exhibit 1 summarizes the marketing evolution culminating at the CRM : CRM A Dream Tool The essence of CRM is to track and profit from the retained customers in the business portfolio. Thus, CRM is a customer-focused strategy that mandates a fine coordination between people, process and technology. A truly coordinated CRM is a tool for delivering on a variety of marketing dreams such as the following: Dream to target and serve customers on an individual basis. It permits a one-to-one marketing as opposed to mass marketing (Peppers & Rogers, 1996). Dream to enjoy long term relationships with customers, especially with the profitable ones. CRM stresses commitment over flirting (Pearson, 1995). Dream to disintermediarise and / or rid channels of the wasteful barriers and distortions. It helps disintermediarisation and delayer distribution aspects (Direct Marketing Association 1999; Pearson, 1995). Dream to reduce marketing cost progressively (Cockburn, 2000). The CRM concept and technology is more than just identifying who our customers are, providing them with a quality service and analyzing their preferences. The key dimensions of CRM that were largely ignored in the past are customer loyalty and customer profitability. A report published in the Harvard Business Review identified that an increase in customer loyalty by five percent could increase profits in telecom by over 50 percent (Cockburn, 2000). A recent study by ICL for a UK Telco too highlights importance of retention of profitable customers, especially the top ten percent of profitable customers in terms of generating additional revenue and profit. For example, through a business model, it forecasts that a ten percent churn in the segment of top customers would reduce profits by more than 25 percent :

Figure 2: CMR and Corporate Renaissance The business focus must be on the high value customer segments, specifically to ensure their retention and revenue growth by excellent customer service and by individually tailored services. In an example from the utility industry where the ABC method was used to determine the cost of the customer activities, it was found that the maximum profit was achieved with 85 per cent of the customer base, yet 15 per cent of least-value customers dissipated the profit accumulated by the higher ranked 45 per cent. These revenue and profit profiles serve to illustrate how important profitability analysis is to the health of the business. It sets the scene for a remedial action through CRM. Figure 2 summarizes how the CRM as a dream-tool contributes to corporate renaissance. How to Strategise CRM Given the importance of the CRM in business, it is a high-stake strategy and is planned carefully and holistically (Buttle, 1996; Boar, 1995, Brown and PriceWaterhouse Coopers, 1999). It is an orchestration of a series of inputs and processes that must come right. Figure 3 shows a six-step process of the CRM:

Figure 3: Six Steps to CRM Strategy An effective CRM strategy needs to be customized for a business as a blind imposition will only impede its profitability (Peterson, 1999). As a rule the CRM strategy is expected to vary from one business to another and indeed for one segment to another (Peppers & Rogers, 1996). For example, the business development force of a cellular provider with a target to raise revenue from the singles segment, may want to earn revenue from its services designed specifically for the single segment, reduce customer churn by ensuring frequent upgrades and reduce costs by promoting selfcare in most transactions. Such strategy may not be suited to the small traders as a segment. For CRM strategy to be effective, several sets of data are required. For instance, a cellular service provider requires such key performance indicators (KPIs) as the number of profitable customers, the number of unprofitable customers who have churned in the last quarter and the projected customer lifetime value (CLV) of the most valuable segments. These are in addition to the total number of subscribers usually available with a firm. The data warehouse performs a pivotal role in this regard (Barquin & Edelstein, 1997; Berry & Linoff, 1999). A typical data warehouse will yield a repository of customer information, revenue, behavior and cost data. It

will help the CRM marketers access information by the analysis applications and broadcast the required KPI information throughout the organization. All this is to ensure that the business is focused on customer segments, which, over time, are likely to turn into ideal segments and support the marketing campaigns by supplying specific information for specific campaigns. This customer-led data warehousing

approach for CRM has direct implications (Lan, 1998; Berry & Linoff, 1999; Stone, Merlin and Neil Woodcock, 1989). The CRM Myths Any new management and marketing philosophy receives its own share of confusion, misunderstanding and myths. CRM is no exception. Almost everyone in the Indian corporate sector who has heard of CRM, sounds excited of its presence and power (Agrawal, 2001). Confederation of Indian Industries (CII), the apex body of Indian corporates is doing its own bit through organizing well-attended and star-studded conferences in New Delhi as well as in all regions. Unfortunately, the ones who are at best jumping jacks outnumber executives who truly comprehend the theme of CRM and its essence. The excitement is reaching disproportionate levels. Although a formal survey of the CRM practitioners is underway, as a quick count, eleven companies out of the eighteen with which there was an interaction this year, reported their preoccupation with launching CRM or its variation in their firms. There is a sudden splurge of articles on CRM and eCRM in almost all types of journals and magazines including the magazine sections of newspapers. General interest magazines like India Today and Swagat profile CRM in business. While the interest in the CRM is encouraging, lack of clarity and the severe cognitive challenge may inhibit the growth of CRM and systematic implementation. The misunderstanding and myths eventually contribute to the failure or disappointments with CRM. Figure 5 summarizes a set of quick findings of a reality-check with a random group of Indian executives (n:115) visiting two leading business school of India. That the phenomenon is global one, the figure also summarizes findings of a survey of the Meta group on global scene (2000).

Figure 5: CRM Myths in India and the World- A Cognitive Challenge The Booming CRM Software Market The beginning of 1995 seems to have marked gold rush days for the vendors of software and services that help companies better manage their customer relationships. CRM vendors such as Siebel Systems, Oracle, PeopleSoft, Computer Associates International and Cognos Globally and Talisma in India, seem to have received huge orders from banks, telecom firms, pharmaceutical companies, and others that are eager to understand and anticipate customer behavior to improve retention and sales. As per one industry survey, CRM software market has grown by more than 50% a year since 1996 (Shanham, 1998-1999): CRM vendors stand to benefit with global companies shifting their IT spending to ebusiness applications that aim to trim customer service expenses, improve online strategies, and increase transactions. The CRM services market is fuelled further by such factors as the increased penetration of the Internet as a technology platform; growing importance of CRM as a strategic initiative, and the growth in e-commerce driving the use of Web channels for CRM, (Gartner Dataquests Worldwide IT services group). The Meta Group predicts the size of the CRM software and services market will grow to Rs.67 billion in 2004, from Rs.13 billion in 2000. A recent Gartner survey of 600 companies found that more than one third plan to spend more than Rs.1 million on CRM over the next 12 months. In India, the estimates of the CRM software and services vary between USRs. 200 to 250 million dollars. As CRM

spending is evolving, so is the clamor for a clear bottom-line results from CRM initiatives (Rombe, 2001). Towards More Effective CRM Implementation Clearly, there is a need to ensure that CRM is not only understood properly (Buttle, 1996; Baron, 1997) but is also implemented strategically (Brown &

PriceWaterhouseCoopers, 1999, Curry 2000). Only CRM can contribute to a dramatic but enduring corporate renaissance. A CRM practitioner needs to do a series of things right at the right time. The following eight guidelines-by no means exhaustive, help the process of effective CRM implementation in a firm: Move from Myths to Reality As outlined earlier, a large section of the corporate sector appear cognitively challenged when it comes to CRM. Most executives either are unaware or appear overwhelmed by the surreal powers of the CRM. The truth is that CRM is neither a powerful software nor a panacea for all corporate ailments (Agrawal, 2001; Boar, 1995). The need is to take a proper perspective and avoid unreasonable expectations. Figure 6 lists the most commonly found myths about CRM and shows the corresponding reality. Every CRM practitioner needs to pay heed to them while launching CRM in the firm. Match Your CRM Needs with Customer Needs CRM is not right for every company. Thus it is advisable for the corporate sector to begin by clearly defining the business issues and needs, and then determine whether CRM can and should be a part of the solution. CRM strategies that are clearly linked to business objectives have a much greater likelihood of success. Similarly, CRM applications are just a component of a CRM strategy, but they are not the whole solution (Brown & PriceWaterhouse Coopers, 1999):

Figure 6: Corporate Renaissance and CRM: Seven Myths and the Reality Leading the CRM efforts with technology solutions is akin to putting a cart before the horse (Economist Intelligence Unit, 1998). Finally, the CRM initiatives are intended to drive better relationships with customers (Cross & Smith, 1996). Relationships that are most important to a company are the ones that provide the greatest profit potential. To implement CRM strategy and technology, it is critical that the practicing firms understand value, needs, requirements and behavioural patterns of the customers (Major, 1992). This understanding juxtaposed with business needs, helps build systems and processes based on customer requirements and to better returns. The key to effective relationship management is crafting a comprehensive customer view (Eckerson, 1997). CRM & Customer Retention In order to leverage relationships, the CRM practicing companies must define and zero in on the right customers only (Major, 1992). CRM data warehousing and mining must be integrated to the goal of right customer identification and their sharp profiling (Boar, 1995). Many CRM efforts fail because the sales revenue data is stored separately from customer support and client history data (Barquin & Edelstein, 1997). What is required is to devise a database that pulls information from every departmentfrom sales to customer support, and creates a unified report (Berry & Linoff, 1999). Any business that is serious about CRM, ought to seek out software systems that integrate data and draw up comparative charts that help drive sales and right customer

retention decisions.

Take for instance the selling of a CT Scan or MRI - the two

most expensive health diagnostic tools, to a hospital. The hospital buying a MRI spends over ten million rupees for it. Prima facie, to a brand marketer of MRI, any customer is a big customer and therefore retention worthy customer. Consequently, strong efforts follow to court and continue the relationship with this big spender. However, what if the buying hospital overwhelms the MRI seller, ties up its customer support lines with constant complaints and demands too many special features in the ordered MRI? What if this customer desires special shipping options, buy back, etc., etc.? As we calculate the cost of these interaction patterns, the MRI marketer may find the buying hospital in reference to be less retention worthy or wrong customer as the cost of serving the big customer in the long run is not adequately covered by the margin on the one-time buyer of the MRI. The chosen CRM strategy must identify and isolate such cases and focus on right customers. Involve the Right Customers in CRM Design and Implementation As stated earlier, all CRM practitioners need to define their customer relationship goals and then identify the CRM policy, procedures, and cultural changes to support those goals (Curry, 2000). It helps if the firms involved their customers in the process (Gordon, 1998). Customers are becoming an integral part of an organizations design process, This is not to suggest that the CRM firm should sit tight and do nothing until the customers react. Instead, the submission here is that the firms should identify the key customers that have a vested interest in the welfare of the CRM firms and have them validate the CRM interaction approaches. The CRM practicing companies also need to realize that it is critical to provide seamless management of interactions (McKenna, 1993; Gordon, 1998). As communication channels multiply, customers will expect the organizations that they do business with, to provide accurate and consistent support and services across each of these channels (McKenna, 1993, Payne, 1997). Keep Introducing CRM Enhancements Regularly The CRM technologies introduced in an organization must remain vibrant and scalable (Curry, 2000). It should support the firms in better tracking and managing customer interactions (Peppers & Rogers 1996). Rules for prioritization, escalation and routing of complex issues can be automated within the system to reduce the time of resolution. Quick resolutions help the service agents with trouble-shooting issues and serve as the foundation for self-service offerings (Sterne, 2000). Providing self-

service capabilities to customers frees the support organization from answering basic questions and allows them to focus time on resolving more complex issues (Sterne, 2000). Additional CRM enhancements are also evolving. Provisions of self-service, natural language processing and speech recognition technologies enhance processing of questions, e-mails, and phone calls with little or no interaction from live agents. Vendors are also embedding e-learning technologies into CRM products. Users can learn how to use the new systems and enhancements more quickly. Ultimately, its the companies who use their customer data in conjunction with interaction management applications, and their CRM front end, that will handle customers more efficiently. As one CRM expert averred, the big bang approach of doing everything all at once is a recipe for disaster. Instead, when constructing your long-term strategy, develop a phased plan. The ability to adapt to ever-changing customer needs and deliver valueadded functionality will be a key component to a successful CRM strategy (Sterne, 2000). Constantly Measure the Return on CRM The old adage You cant manage what you cant measure remains true in CRM too. A part of the reason why CRM has failed to prove its worth to many, is its perceived inability to demonstrate measurable benefits (Stone & Woodcock, 1989). No organization needs to be satisfied with the assumed or intuitive CRM benefits (Jayadev & Srinivas, 2001). The corporates need to ensure that their planned CRM strategies and expenditures are clearly linked to measurable business impacts (Chowdhary, 2001). Measuring return on CRM has additional gains too. The computed ROI can be leveraged to secure further support and momentum for CRM efforts (Economist Intelligence Unit, 1998). Similarly, return on CRM stimulates personal actions. Having stressed that ROI is an important issue for most executives while deploying CRM, the calculation is far from easy (Peterson, 1999). It depends on the way two key word return and investment are defined. A typical set of ROI measures could include installation to the number of users to the number of customer touch-points to the bundling of e-CRM services a firm wants to implement and finally mass-customization. It is an admixture of hard and soft measures (Chowdhary, 2001). In a way it lies in the eyes of the beholder. Make CRM An Enterprise Mission CRM efforts within an organization are often championed by one functional area (probably marketing or information technology department). As a result, CRM

strategies are pursued in a vaccum (Gordon, 1998). This approach fails to consider that almost all business processes involve more than one functional area within the company. The greater the level of integration among all functional areas, the better experience the firm has to serve its customers (Preiss, and Goldman, 1996). CRM initiative must follow the rule and transform into an enterprise-wide mission (Swift, 2001), instead of languishing as a crusade of a lone department (Agrawal, 2001). Further, the support of all employees is vital here. Even the best CRM strategies and applications stand little chance of succeeding without the employee buy-in (Preiss, and Goldman, 1996). Leveraging employee input on CRM strategy development and application selection on the front-end will lead to greater buy-in post implementation (Musgrave & Michael, 1996). The efforts to ensure employee alignment should also include skill development, awards/incentives, tools to gather and address feedback, and ongoing communication strategies. Enterprise-wide

CRM can be all encompassing, consisting of people, processes and technology (Brown & PriceWaterhouseCoopers, 1999). Successful companies view the path to CRM as an evolution and are willing to make mistakes, learn from them, and regroup to get closer to the goal (Economist Intelligence Unit, 1998). Validate CRM Output with an Intellectual Asset CRM is important for business renaissance as is clear from the afore made discussion. It is thus equally important to run the CRM output and directions regularly through a credible intellectual asset (e.g. business school, university, research lab, academic). The interaction may be in the form of an independent validation of the CRM processes, model building or hypotheses development. Whatever be the form, CRM practitioners do need a sounding board to have their CRM processes audited. For instance, a leading cellular firm religiously invites marketing faculty and others to audit their CRM practices (Agrawal, 2001). Fortunately, a variety of options are available to the corporates in South Asia for this purpose. Chief among them is the Escotel Chair & Center for Customer Relationship Management (CRM) at the Indian Institute of Management, Lucknow (Annex. 2 for a profile). Such intellectual assets are quite handy, objective and low cost methods for the Corporates to stay sane with their CRM initiatives. The intellectual assets help the CRM practitioners in three important ways. First, they ensure that CRM practitioners have a strategy first and only then buy the CRM software and not the other way round. The second benefit of the corporate and

academic interface is that it helps the CRM practitioners to pick an integrated CRM approach and not just few bits and pieces strewn here or there. In the latter case, CRM suffers due to lack of synergy. The third and final payoff from the linkage is that the CRM practitioners can share their implementation ideas and challenges with a full army of the young and fresh minds at the graduate business schools and multiply the output. The business schools on their part, too need to reinvent themselves and launch such new customer edge courses as the CRM, Relationship Marketing and Customer Care in syllabi. In fact, it is high time that business schools in South Asia offered CRM as a new specialization in the management teaching on the lines of marketing, manufacturing and personnel management (Agrawal, 2001). Towards that objective, the business schools will need to develop fresh course outlines.

COMPANY PROFILE

Axis Bank was the first new generation private sector bank to be established in India under the overall reform programme initiated by the Government of India in 1991, under which nine new banking licenses were granted. The Bank was promoted by Unit Trust of India, the largest mutual fund in India, holding 87% of the equity. Life Insurance Corporation of India (LIC), General Insurance Corporation Ltd and its four subsidiaries who were the co-promoters held the balance 13%. The Bank started its operations in 1994. Axis Banks first capital raising post inception was in 1998 through a public offering of primary shares and in subsequent years through equity allotment to a few other investors like CDC. Citicorp Banking Corporation, Bahrain, Karur Vysya Bank and Chrys Capital leading to a dilution in UTIs shareholding in the Bank. Further dilution of Promotors shareholding happened during Q4 ended of 2004, when the Bank raised US$ 239.30 Million of Capital through a GDR issue.
The Bank today is capitalized to the extent of Rs. 358.56 crores with the public holding (other than promoters) at 57.60%. The Bank's Registered Office is at Ahmedabad and its Central Office is located at Mumbai. Presently, the Bank has a very wide network of more than 701 branch offices and Extension Counters. The Bank has a network of over 2854 ATMs providing 24 hrs a day banking convenience to its customers. This is one of the largest ATM networks in the country. The Bank has strengths in both retail and corporate banking and is committed to adopting the best industry practices internationally in order to achieve excellence.

The present shareholding pattern is as mentioned below: 30/06/2008)

(As on

Administrator of the Specified Undertaking of the UTI LIC GIIC and four PSU Insurance Companies Non-Promoters Holding Others

27.72% 10.49% 5.50% 42.32% 13.97%

Share Holding Pattern %

14% 28%
Administrator of the Specified Undertaking of the UTI LIC GIIC and four PSU Insurance Companies

42%

10%

Non-Promoters Holding Others

6%

Profile Axis Bank is one of the fastest growing banks in the country and has an extremely competitive and profitable banking franchise evidenced by: Comprehensive portfolio of banking services including Corporate Credit, Retail Banking, Business Banking, Capital Markets, Treasury and International Banking. The Position as on 31 March 2008 was as under: Rs 1,095,778,487 (Rs. in Thousands) Rs 876,262,206 (Rs. in Thousands) Rs 596,611,446 (Rs. in Thousands) Rs 337,051,008 (Rs. in Thousands) 701 190
st

-Balance Sheet Size -Total Deposits -Net Advances -Investments -Network of Branches and Extention Counters -Number of cities and towns covered by network -Number of ATMs -Net NPA -Capital Adequacy Ratio

2854 0.42 % 13.73 %

Axis Bank has in place a sound technological platform Sound technological platform with centralized database and operations enabling 24*7*365 Anywhere Banking, in order to render the best customer service to its 5.5 million customer base. Our Mission and Values

Our Mission Customer Service and Product Innovation tuned to diverse needs of individual and corporate clientele. Continuous technology up gradation while maintaining human values. Progressive globalization and achieving international standards. Efficiency and effectiveness built on ethical practices.

Core Values Customer Satisfaction through Providing quality service effectively and efficiently "Smile, it enhances your face value" is a service quality stressed on Periodic Customer Service Audits Maximization of Stakeholder value Success through Teamwork, Integrity and People RETAIL BANKING

The Bank continued with its thrust on customer segmentation in the retail liabilities business to spearhead growth during the financial year 2007-08. Savings Bank deposits grew to Rs. 19,982 crores on 31st March 2008 from Rs. 12,126 crores as on 31st March 2007 showing a year on year growth of 65%.

The Priority-Banking offering of the Bank has led the growth in the Savings Bank deposits. Other savings products, especially those for senior citizens, for women and for NRIs have contributed strongly to the overall growth of the savings bank deposits.

Savings Bank Product

Growth in Savings Bank Balances

Growth in number of Accounts 108%

Priority Banking (High Networth) Savings Accounts for Trusts Savings Accounts for NRI Senior Privilege (Affluent Senior Citizens) Smart Privilege (Savings Accounts for Women) Salary Power (Pay Roll Account) Easy Access (Base Savings Bank Account)

100%

133%

39%

262%

80%

29%

46%

73%

50%

38%

28%

49%

26%

The

Bank

has a

implemented

Customer Relationship Management (CRM)

solution which is being integrated with various other application

systems of the Bank including Finacle, the core banking software solution, and software platforms for Demat, Mutual Funds, Mobile Banking, Tele banking, and Credit Cards, to provide a single and comprehensive view of the customer across product categories and channels. CRM capabilities will enable the Bank to improve its cross-sell penetration among its customer base.

The Bank has over time built an efficient in-house sales model, which has strongly contributed to the overall account acquisition of the Bank. The effectiveness of the

Sales Channel has been a major factor in the growth of CASA (current account and savings account) deposits by the Bank. The Retail Term Deposits of the Bank grew by 61% from Rs. 7,094 crores on 31 st March 2007 to Rs. 11,449 crores on 31st March 2008.

Over the years, the alternative banking channels of the Bank, which comprise the ATM network, internet banking, mobile banking and phone banking, have grown robustly, providing higher levels of convenience and service quality to the Bank's customers. During the financial year 2007-08, the Bank has added 423 ATMs to reach st 2,764 ATMs as of 31 March 2008. The Bank today has 4.25 ATMs for every Branch. The mobile banking channel has fast emerged as an extremely convenient option for the Bank's customers to keep themselves updated on the activity in their accounts. During 2007-08, 36% of new customers signed on for mobile banking services. With 1.59 million customers registered for mobile banking, the Bank has the highest mobile penetration levels among bank customers in India. Internet banking usage also rose sharply: the registered user base rose from 3.35 million on 31st March 2007 to 5.17 million on 31st March 2008, a growth of 54%. The Bank has a Phone Banking Center providing account information and assistance in 11 languages.

The Retail Assets portfolio of the Bank grew from Rs. 8,928 crores on 31 March 2007 to Rs. 13,592 crores on 31st March 2008, a growth of 52%. The segment constitutes 23% of the Bank's total loan portfolio on 31 March 2008 of which 79.83% is secured and 20.17% comprises unsecured loans. Retail loans are extended by the Bank through 70 Retail Asset Centres (RACs) in select cities of the country, as also through

the Bank's branches in other cities and towns. The Bank's strategy of focusing on the prime customer segments and staying away from small ticket loans, and the deployment of robust credit and back-office processes, has contributed to the continued health of the retail asset portfolio.

The Cards business of the Bank

comprises four key products - credit cards, debit cards, pre-paid cards and the merchant acquiring business. The Bank's credit card business, which was launched in August 2006, now has a portfolio of 4,52,005 credit cards. In March 2008, the Bank launched India's first EMV (Europay MasterCard Visa Standards) certified platinum chip card. The point-of-sale (POS) terminals installed by the Bank at merchant establishments are capable of accepting all debit/credit MasterCard/ Visa cards and American Express cards. The Bank has an installed st base of 74,458 POS terminals as on 31st March 2008 (the second-largest network in India), registering a growth of 86% over the installed base of 40,058 terminals on 31st March 2007. The transaction throughput at the POS terminals grew from Rs. 2,975 crores in 2006-07 to Rs. 7,713 crores in 2007-08, a year-onst year growth of 159%. All POS terminals are compliant with the EMV security norms. The total debit card base of the Bank as on 31st March 2008 stood at 8.67 million, the third largest in the country. Having started initially with a vanilla debit card product, the Bank now offers as many as 10 variants, customised for specific customer segments. The Bank is a market leader in the Foreign Currency Travel Card Segment, and has generated a sales volume of USD 285.33 million in 2007-08 on such cards.

The Retail Banking business of the Bank is divided into following sub-units: Retail Liabilities Retail Assets Cards

Wealth Management Corporate Communications and Market Research Alternate Channels The focus of the Retail Banking Department is to : 1. Increase share of Retail Deposits 2. Increase share of Retail Assets 3. Increase Fee Based Income In order to achieve the above mentioned, the following strategies are used: 1. Introduce New Products based on Customer Need and to address targeted segments. 2. A strong Sales Focus. 3. An extensive network and effective utilization of the banking channels. RETAIL LIABILITES An overview of the products The Bank has launched customized savings account products for various categories of customers Senior Citizens, Students & Trusts/NGOs besides a very competitive offering in the Salary Accounts category.

SEGMENTATION OF THE SAVING BANK

Savings Bank Priority Banking

Easy Access

Sr. Citizen

Trusts/NGOs

Women

Zero Balance

A Product Manger is in-charge of one or more of these segments.

EasyAccess Savings Account Banking made easy The account is an endeavor by the Bank to understand the consumers' needs and redefine banking to suit your requirements for a truly comfortable banking experience. EasyAccess Savings Account gives you instant access to your money anywhere, anytime. Possessing a range of unmatched features, it has been devised to better suit the convenience of our eclectic client base. -Interest paid on a quarterly basis @ 3.5 % per annum. -International Debit Card. -Tele-banking -iConnect Internet Banking -Multi-city At Par cheque book for all Savings Account holders -Free Anywhere Banking facility -Auto sweep facility for excess balances into high interest earning term deposits -Quarterly statement of account. -Access to account information over iConnect, Tele-banking and ATMs You can avail of all these services with a minimum quarterly average balance of Rs 5,000 in metro or urban centers, and Rs 2,500 in semi urban centers.

Senior Privilege Because life begins at sixty

Eligibility: Savings Bank customers with 60 years of age or above as on the date of account opening.

Dedicated Relationship Managers Free At-Par Cheque book Free International VISA Debit Cards for primary and joint account holders Free Monthly Statement of Accounts and Free Passbook Free Issuance of Pay Orders or Demand Drafts drawn on Axis Bank branches Free Inward Remittances Free Outward Remittances once a year Faster credits to foreign cheques providing you prompt availability of funds remitted by your near and dear ones abroad Cheque pickup and Cash delivery services Anywhere Banking Telebanking Free Mobile Banking iConnect Customised Loan Offerings Complimentary Financial Planning Silver Health - Medical Insurance for Senior Citizens AQB Criteria: Rs. 10,000 BOARD OF DIRECTORS P. J. Nayak Officer Surendra Singh N. C. Singhal Director Director Chairman & Chief Executive

A. T. Pannir Selvam J. R. Varma R. H. Patil Rama Bijapurkar R. B. L. Vaish M. V. Subbiah Ramesh Ramanathan K. N. Prithviraj P. J. Oza THE CORE MANAGEMENT TEAM R. Asok Kumar M. M. Agrawal V. K. Ramani S. K. Chakrabarti Hemant Kaul Somnath Sengupta S. S. Bajaj Officer Snehomoy Bhattacharya P. Mukherjee Vinod George President M. V. Subramanian

Director Director Director Director Director Director Director Director Company Secretary

Executive Director - Corporate Strategy Executive Director - Corporate Banking Executive Director - Technology & Business Processes President - Credit President - Retail Banking President - Finance & Accounts President & Chief Compliance

President - Human Resources President - Treasury International Banking CEO and Executive Trustee, Axis Bank Foundation Business Banking West Zone North Zone East Zone South Zone

Rajagopal Srivatsa President S. K. Nandi President R. K. Bammi President S. K. Mitra President C. P. Rangarajan President -

4.2 SAVING ACCOUNT INFORMATION Definition: A deposit account at a bank or savings and loan which pays interest, but cannot be withdrawn by check writing. Types of Saving Account In Axis Banking Zero Balance Savings Account At Axis Bank it has been constant endeavor to create products specifically catering to your needs. The account while offering a whole range of services also addresses your latent need of having an account without the hassle of maintaining an average

quarterly balance. Features: - 1.No Average Quarterly Balance requirement 2. Free International Debit Card with an Accidental Insurance cover up to Rs 2 lakhs* (charges for the primary holder are waived) 3. Free mobile banking facility 4. Access through more than 825 branches and more than 3595 ATMs 5. At-Par cheque facility with the clearing limit of Rs 50,000 6.24x7 Telebanking & Internet banking 7. Free quarterly statements 8. Free monthly e-statement

Conditions Apply:1. Initial funding of Rs. 5,500. 2. Account maintenance fee of Rs. 500 per annum Krishi Savings Account (Kheti Ho Khushahali ki) Axis Bank offers a unique savings account which is easy to operate and allows you to transact immediately. This product has been specially designed keeping in mind the unique requirements of a farmer and true to its nature has been called the Krishi Savings Account. Some of the features of our new product are: Average Balance Requirement : This account is offered with the requirement of maintaining the half-yearly average balance of Rs 1000 only.

International Master Debit Card The Krishi Savings Account entitles you to an International Master Debit Card with which you can access your account anytime through the Axis Bank ATM network free of cost. This card comes with a cash withdrawal limit of Rs 25,000 per day. Free Accident Insurance cover of Rs 2 lacks.

Anywhere Banking Being a Krishi account holder, you are entitled to access our wide network of more than 825 branches and 3595 ATMs across 440 cities. You can now easily carry out your transactions through any of the branches or ATMs.

At Par Cheque Book Your Krishi Savings Account comes with the At-Par Cheque facility. This facility enables you to encash the cheques as local instruments at any of the 440 centers where the Bank has its presence, at no extra cost. Moreover, you can also issue cheques at other centers upto the limit of Rs 50,000. Easy Access Savings Account (Banking made easy) A :Accessibility C :Convenience C :Comfort E :Earnings S :Speed S :Service

Want a savings account that transcends geographical boundaries? Presenting, Axis Bank's Easy Access Savings Account. The account is an endeavor by the Bank to understand the consumers' needs and redefine banking to suit your requirements for a truly comfortable banking experience. Easy Access Savings Account gives you instant access to your money anywhere, anytime. Possessing a range of unmatched features, it has been devised to better suit the convenience of our eclectic client base. You can avail of all these services with a minimum quarterly average balance of Rs. 5,000 in metro or urban centers, Rs. 2,500 in semi urban centers and Rs. 1,000 in rural centers.

At-par cheque ATM Network Anywhere Banking Telebanking iConnect Mobile Banking Quarterly account statement Quarterly interest @ 3.5 % per annum Free monthly e-statement.

You can avail of all these services with a minimum quarterly average balance of Rs. 5,000 in metro or urban centers, Rs. 2,500 in semi urban centers and Rs. 1,000 in rural centers. Corporate Salary Account: Our Corporate Salary Power Offering is designed to offer payroll solutions through in a 24 X 7 environment. We leverage on our extensive network of distribution channels spread across 450 centers through a network of more than 827 branches and 3595 ATMs besides our superior service delivery model and product features, as a strong differentiator, to provide value to the end user. Benefit to Employers: Efficient salary disbursal. Web Upload - Transfer salaries/reimbursements directly from your current account with Axis Bank to your employee's accounts using I Connect from your office. Single-instruction salary credit - Same day salary credits for all companies having Corporate Account with Axis Bank. Dedicated Relationship Manager at metro locations to understand the financial requirements of your employees. Benefit to Employees: No minimum balance criteria. Unparalleled Access - Anywhere banking facility through our network of Branches, ATM and Internet banking facility. AT Par cheque books payable locally at all Axis Bank locations. International Debit cum ATM cards with enhanced Cash withdrawal facility and other value add ons. Online Banking with funds transfer, online shopping and bill payment options. Depository services with free online trading accounts. Meal Cards on a master card platform. Employee Reimbursement accounts as a savings account variant. Preferential pricing on loan products and credit cards and other banking products & services.

 Prime Savings Account: Want a customized savings account to suit your specific financial requirements? At Axis Bank, we have always strived to pace our products with the growing needs of our customers. The Prime Savings account has therefore been created with your specific financial requirements in mind. Through the 'At Par' cheque facility, you have the unique advantage to encash your cheques as a local cheque at more than 330 centers where the bank has a presence at no extra cost. In addition the account enables you to issue cheques up to Rs. 1 lakh, which will be treated as 'At Par' across these locations. You can avail of all these services with a minimum average balance of Rs 25,000 in metro/urban/semi-urban centers and Rs 10,000 in rural centers. Smart Privilege Account:(For the woman of today) In today's busy world it's tough being a working woman. Right from shuttling between a job and family to taking care of her finances she has to be on her toes all the time. Keeping this in mind, we at Axis Bank have designed a savings account best suited for the woman of today. With the Smart Privilege Account, you can manage your money and your life and as well as enjoy a host of lifestyle privileges. Furthermore Axis Bank's Smart Privilege Account ensures that you have enough time for all the important things in life. Senior Privilege (Because life begins at sixty) Are you seeking a banking style that compliments your senior status? Axis Bank's Senior Citizen Savings Account has been designed keeping in mind the fact that a senior citizen's banking requirements are wholly different and require special consideration. Special Privilege (A Privilege assures the care you deserve): We have introduced Senior Citizen ID card for our Senior Privilege patrons. Let us briefly introduce the wide range of advantages it hold for you.

Avail of Great benefits with Senior Citizen ID card ID card acts as an age proof. Enabling you to redeem every advantage that you are eligible for, this card will soon help you avail of certain never-before Senior-citizen benefits at various stores, service providers and installation across the nation.

Feel safe Everywhere Apart from provide you with the power to claim great benefits, card also act as emergency information medium. In case of emergencies, it provides the doctors and authorities with vital data like your blood group, allergies, illnesses, address and emergency contact details. This ensures that you are well looked after in any situation, no matter where you are.

Always a Privilege It will help in strengthen the bond with us and to be of assistance to you at all the times, no matter what your need be. Whether its loan, a savings account or any financial services that you wish to avail of, we will make sure that we're always be there by your side. Power Salute (Salute to the defense forces) Are you looking for an account that fits with your life in the Defence Forces? Defense Salary Account from Axis Bank is a product designed keeping in mind how tough a life in the Defense Forces is. Not only does it come to you absolutely free, no minimum balance is required either. You can also access the entire Axis Bank network, including more than 2300 ATMs and 550 branch offices (and growing) no matter where you are posted. With the complete gamut of banking services (including overdrafts, loans and zero-balance requirements) you can now rest assured about your family and all their financial needs. It's our way of showing our appreciation to your work.

Banking Privileges: At-par Cheque Facility: Your job involves constant transfers across the country. With the at-par cheque facility it will no longer be necessary to set up new bank accounts with each transfer. Additional Debit Card: Along with a free International Debit Card, you also get a free card for the joint account holder. This means that your child or spouse also enjoy the same benefits of banking with Axis Bank. Financial Advisory Services: Our solutions answer to the twin goals of meeting your requirements and to diversify and spread the risk of your investment portfolio, so you

can look forward to a comfortable and worry-free life. We first understand your exact investment needs and then design the perfect investment plan for you. Trust/NGO Savings Account: Thoughtful banking for people who spend their lives thinking of others Need special banking for special causes? Axis Bank's Trust Account is an effort to offer thoughtful banking for people who spend their lives thinking of others. It is a complete banking solution for Trusts, Associations, Societies, Government Bodies, Section 25 companies and NGOs, so that the organizations can devote all of their time to their noble motivations. Features:Saving account for trust with a concessional average quarterly balance a multi-city atpar cheque facility with no limit on clearing payments at centers across the country wherever we are present. Free anywhere banking across all our Branches and Extension Counters and over all our ATMs. Free Demand Drafts or Pay Orders as and when required by you to remit funds. Free collections of cheques at outstations locations. Free monthly e-statement Monthly Statement of Account delivered at your doorstep. Facility for collecting donations in your account through our network of Branches and extension counters across the country, as well as through iConnect - our Internet Banking facility. Also, Axis Bank can offer the facility to donate funds to your Trust through our Internet Banking facility iConnect to its customers. An Axis Bank customer can donate any amount to your Trust through the Internet. In such cases, the savings account of the customer gets debited and the savings account of your Trust gets credited with the amount of donation at the same time. At the end of every month, the Bank will provide an MIS giving details of the amount of donations and the name of donor. This will enable the Trust to issue receipts to the donors. Free Internet Banking facility that enables you to view the status of your account, transfer funds and carry out a number of banking activities from the comfort of your home or office.

Investment Advice: Our Financial Advisory Desk will provide portfolio management advice as well as help you undertake investments.

Free Demat: To facilitate your investments, we offer a free Demat Account (charges due to NSDL must still be levied) to our esteemed account holders in the Trust or Society segment. Foreign

Contribution

(Regulation)

Act

[FCRA]

accounts:

The FCRA account enables approved organizations to receive foreign contributions for utilization in their activities in India. The Bank will provide assistance in the process of documentation and obtaining necessary approvals from Ministry of Home Affairs at New Delhi.

4.3 CURRENT ACCOUNT INFORMATION CHANNEL ONE: (FOR SUCCESSFUL BUSINESSES) The Channel One Current Account is an effort in that direction where we take care of your day to day banking requirements leaving you with more time for your business. Channel One Current Account is most appropriate choice of successful businesses. At a monthly Average Balance (MAB ) of Rs. 10 lack. FEATURES: 1. Relationship Manager 2. Doorstep Banking 3. Anywhere Banking 4. Free Internet Banking 5. Free 24 hour Telebanking 6. Mobile Banking Service 7. International debit card 8. cheque Protection Faciltity 9. Free 24 hour cheque deposite facility 10. Payment of Government Taxes/ Dues 11. Foreign exchange services.

ZERO Hassle Balance: Small businesses rising on the growth graph need the

right of nurturing and appropriate solution for their growing banking requirements. Recognizing these needs, Axis Bank present you the Local Current Account geared to answer all kinds of local business requirements. At a monthly Average Balance (MAB) of Rs. Nil.

FEATURES: 1. Zero Balance facility 2. 75 free transactions every month 3. Rebate on Annual Charges 4. Upfrount Annual Fee 5. Mobile Banking 6. ATM cum International Debit Card 7. Free Internet Banking 8. Telebanking 9. Free Monthly Account Statement

BUILDERS AND REAL ESTATE: Axis Bank understands the increasing demands on businesses in this segment .Heres presenting the Axis Bank Builder & Real Estate Current Account a current account with unparalleled product features built to suit Builders & Realtors exclusively. This account offers you unmatched convenience while adding financial value to your businesses spread over geographies. . At a monthly Average Balance (MAB ) of Rs. 5 Lacs this account comes loaded with special facilities and benefits, most appropriate for your business. FEATURES: 1. Home Branch Cash Deposit 2. Non Home Branch Cash Withdrawal 3. Free Anywhere Banking 4. Cluster facility 5. Zero Balance account for Vendors and Suppliers 6. Franking Facility 7. Customer cheque printing 8. Internet Banking 9. Free 24-hour Phone banking 10. Mobile Alerts 11. ATM cum Debit Card 12. Free Monthly Account Statement 4.4 Training in Wholesale Banking Operations

 CORPORATES Corporate Banking reflects Axis Bank's strengths in providing our corporate clients in India, a wide array of commercial, transactional and electronic banking products. We achieve this through innovative product development and a well-integrated approach to relationship management. Funded Services: Working Capital Finance, Bill Discounting, Export Credit, Short Term Finance, Structured Finance, Term Lending Non Funded Services: Letter of Credit, Collection of Documents, Bank Guarantees Value Added Services: Syndication Services , Real Time Gross Settlement, Cash Management Services, Corporate Salary Accounts, Reimbursement Account, Bankers to Right/Public Issue, Forex Desk, Money Market Desk, Derivatives Desk, Employees Trusts, Cash Surplus Corporates, Tax Collection Internet Banking: Supply Chain Management, Corporate Internet Banking, Payment Gateway Services

SMALL AND MEDIUM ENTERPRISES: At Axis Bank we understand how much of hard work goes into establishing a successful SME. We also understand that your business is anything but "small" and as demanding as ever. And as your business expands and enters new territories and markets, you need to keep pace with the growing requests that come in, which may lead to purchasing new, or updating existing plant and equipment, or employing new staff to cope with the demand. That's why we at Axis Bank have assembled products, services, resources and expert advice to help ensure that your business excels. Solutions are designed to meet your varying needs. The following links will help you identify your individual needs. Funded Services: Funded Services from Axis Bank are meant to directly bolster the day-to-day working of a small and a medium business enterprise. From working capital finance to credit substitutes; from export credit to construction equipment loan - we cater to virtually every business requirement of an SME. Click on the services below that best define your needs

Non-Funded Services: Under Non-Funded services Axis Bank offers solutions that act as a catalyst to propel your business. Imagine a situation where you have a letter of credit and need finance against the same or you have a tender and you need to

equip yourself with a guarantee in order to go ahead. This is exactly where we can help you so that you don't face any roadblocks when it comes to your business. The following are the services that will precisely tell you what we can do Business Accounts, Letters of Credit, Collection of Documents, Axis Bank Trade, Guarantees, Cash Management Services, Money Market Desk, Derivatives Desk, Services to Cash Surplus Corporate, Services to Employee Trusts, Bankers to Rights/Public Issue, Tax Collection.

Specialized Services: Axis Bank is one of the most trusted entities when it comes to specialized services like selling of precious metals to customers. Under specialized services you can also avail customized control of your value chain through our internet banking platform.

Value Added Services: There is a plethora of services that we offer under value added services. There's corporate salary account which ensures smooth payment methods to your staff. You can avail an assortment of credit cards and debit cards from our merchant services.

The following are the highlights of this service: Real Time Gross Settlement, Reimbursement Account, Custody Services, Corporate Salary Accounts, Merchant Services, Axis Bank Gold Business Credit Card

Internet Banking: Internet banking is a revolutionary service under the banking sector and Axis Bank is a forerunner in providing you with this service. We provide state-of-the-art payment gateway services to industries and companies in order to ease transaction processing. This in turn enhances the credibility of your business and makes banking extremely cost-efficient. GOVERNMENT SECTOR: Axis Bank acts as an active medium between the government and the customers by means of various services. These services include: Tax Collection wherein customers can directly pay their taxes like Direct taxes, Indirect taxes and Sales Tax collections at their local Axis Bank E-Ticketing - Helps the customer by providing him a direct access to book a Railway Ticket online and get it home delivered

Opening of L/C's is done by the bank on behalf of Government of India, Mints and Presses, thus facilitating imports for the Government. Collection of levies and taxes on behalf of Municipal Corporations i.e. Kalyan Dombivli Municipal Corporation, is undertaken by the Bank. Collection of stamp duty is done via franking mode in the state's of Maharashtra & Gujarat. The Stamp Duty Franking Facility is available at following branches in Maharashtra Fort, Chembur, Lower Parel, Mira Road, Thane (Talao Pali), Panvel, Ratnagiri, Pune (FC Road), Kolhapur, Nagpur, Pimpri. The Stamp Duty Franking Facility is available at following branches in Gujarat Ahmedabad (Navrangpura), Kutch (Mundra), Baroda (Gotri Road), Surat (Ring Road), Bhavnagar & Vapi (GIDC).

Disbursement of Pension to retired Employees of Central Govt and Defence is directly done by Axis Bank along with the disbursement of pension to the members of EPFO (Employees Provident Fund Organisation)

Electronic Collection of fees on behalf of DGFT is done by the bank too Ministry of Corporate Affairs - Collection of ROC fees for the Ministry through authorised Branches and Net Banking. Collection of Property Tax through Selected Branches on behalf of Municipal Corporation of Delhi

As a management student I also have to undergo SIP. I got the opportunity to complete this program in AXIS BANK LTD., for two months. Axis bank is one of the leading BANKS in banking sector in India. First of the two months was devoted to training. Our training started with the session of information about bank product and sales and - what is the meaning of the concepts, importance of sales and marketing was taught. The second part was about open an account- why we open an account in bank, about the banking sector- as avenue for investment, how banking sector is Better Avenue for investment. The next session was about detailed knowledge about banking sector- how to sell these products in market. The last session was about the practical knowledge about how to get appointment of customers and how to convince them to take the product. In the second month we have sell the products directly in the market, procedure of selling the products etc.

2.2 MEANING OF WHOLESALE BANKING OPERATIONS The Wholesale Banking contains products sold to large and middle market commercial companies, as well as to consumers on a wholesale basis. This includes lending, treasury management, mutual funds, asset-based lending, commercial real estate, corporate and institutional trust services, and investment banking through Wells Fargo Securities. The company also owns Baring ton Associates, a middle market investment bank. Wells Fargo historically has avoided large corporate loans as stand-alone products, instead requiring that borrowers purchase other products along with loanswhich the bank sees as a loss leader. One area that is very profitable to Wells, however, is asset-based lending: lending to large companies using assets as collateral that are not normally used in other loans. This can be compared to subprime lending, but on a corporate level. The main brand name for this activity is "Wells Fargo Foothill," and is regularly marketed in tombstone ads in the Wall Street Journal. Wells Fargo also owns Eastdil Secured, which is described as a "real estate investment bank" but is essentially one of the largest commercial real estate brokers for very large transactions (such as the purchase and sale of large Class-A office buildings in central business districts throughout the United States). The wholesale banking operations consist of the following transactions: 1. Opening of Account 2. Issue of Check book 3. International Debit / Credit Card 4. Issue of Demand Draft (DD) 5. Net banking 6. e-mail statement 7. phone banking 8. Insta Query 9. Insta Alert 10. Bill pay 11. Passbook 12. Quarterly Account Statement 13. Loan Facility

2.3 DEFINITIONS OF BANKING A bank is a financial institution licensed by a government. Its primary activity is to lend money. Many other financial activities were allowed over time. For example banks are important players in financial markets and offer financial services such as investment funds. Banking can also be defined as engaging in the business of keeping money for savings and checking accounts or for exchange or for issuing loans and credit. Transacting business with a bank; depositing or withdrawing funds or requesting a loan. Bank - a supply or stock held in reserve for future use (especially in emergencies)

2.4 MEANING OF BANKING An organization, usually a corporation, chartered by a state or federal government, which does most or all of the following: receives demand deposits and time deposits, honors instruments drawn on them, and pays interest on them; discounts notes, makes loans, and invests in securities; collects checks, drafts, and notes; certifies depositor's checks; and issues drafts and cashier's checks. 3.1 PRODUCT OF AXIS BANK Easy Access Saving Account Saving Account for Women Prime Saving Account Senior Citizens Saving Account Priority Banking Corporate Salary Account Trust /NGOs Saving Account Resident Foreign Currency Account Online Trading Account Current Account Term Deposits Locker Facilities NRI Services Depository Services

Financial Advisory Services Wealth Management Services Insurance Solutions Life and General Retail Loans Credit Loans Travel Currency Cards Remittance Cards Gift Cards

3.2 Customer service in Banking Operations Cheque Drop Box Facility RBI's Committee on Procedures and Performance Audit on Public Services has recommended that both the drop box facility and the facility for acknowledgement of the cheques at the regular collection counters should be available to customers and no branch should refuse to give an acknowledgement if the customer tenders the cheques at the counters. Issue of Cheque Books: The Committee has observed that some banks do not allow depositors to collect their cheque book at the branch but insist on dispatching the cheque book by courier to the depositor. Further, it is stated by the Committee that the depositor is forced to sign a declaration that a despatch by the courier is at the depositor's risk and consequence and that the depositor shall not hold the bank liable in any manner whatsoever in respect of such despatch of cheque book. Committee has observed this as an unfair practice and advised banks to refrain from obtaining such undertakings from depositors. Banks should also ensure that cheque books are delivered over the counters on request to the depositors or his authorized representative. Statement of Accounts / Pass Books: The Committee has noted that banks invariably show the entries in depositors passbooks / statement of accounts as "By Clearing" or "By Cheque". Further, in the case of Electronic Clearing System (ECS) and RBI Electronic Funds Transfer (RBIEFTR) banks invariably do not provide any details even though brief particulars of the remittance are provided to

the receiving bank. In some cases computerized entries use sophisticated codes which just cannot be deciphered. With a view to avoiding inconvenience to depositors, banks are advised to avoid such inscrutable entries in passbooks statements of account and ensure that brief, intelligible particulars are invariably entered in passbooks / statements of account. Banks may also ensure that they adhere to the monthly periodicity prescribed by us while sending statement of accounts. 3.3 Traditional banking activities: Banks act as payment agents by conducting checking or current accounts for customers, paying cheques drawn by customers on the bank, and collecting cheques deposited to customers' current accounts. Banks also enable customer payments via other payment methods such as telegraphic transfer, EFTPOS, and ATM. Banks borrow money by accepting funds deposited on current accounts, by accepting term deposits, and by issuing debt securities such as banknotes and bonds. Banks lend money by making advances to customers on current accounts, by making installment loans, and by investing in marketable debt securities and other forms of money lending. Banks provide almost all payment services, and a bank account is considered indispensable by most businesses, individuals and governments. Non-banks that provide payment services such as remittance companies are not normally considered an adequate substitute for having a bank account. Banks borrow most funds from households and non-financial businesses, and lend most funds to households and non-financial businesses, but non-bank lenders provide a significant and in many cases adequate substitute for bank loans, and money market funds, cash management trusts and other non-bank financial institutions in many cases provide an adequate substitute to banks for lending savings to

3.4 Accounting for bank accounts Bank statements are accounting records produced by banks under the various accounting standards of the world. Under GAAP and IFRS there are two kinds of accounts: debit and credit. Credit accounts are Revenue, Equity and Liabilities. Debit Accounts are Assets and Expenses. This means you credit a credit account to increase its balance, and you debit a debit account to increase its balance.[7]This also means you debit your savings account every time you deposit money into it (and the account

is normally in deficit), while you credit your credit card account every time you spend money from it (and the account is normally in credit).However, if you read your bank statement, it will say the oppositethat you credit your account when you deposit money, and you debit it when you withdraw funds. If you have cash in your account, you have a positive (or credit) balance; if you are overdrawn, you have a negative (or deficit) balance. The reason for this is that the bank, and not you, has produced the bank statement. Your savings might be your assets, but the bank's liability, so they are credit accounts (which should have a positive balance). Conversely, your loans are your liabilities but the bank's assets, so they are debit accounts (which should have a also have a positive balance).Where bank transactions, balances, credits and debits are discussed below, they are done so from the viewpoint of the account holderwhich is traditionally what most people are used to seeing.

3.5 Economic functions 1. Issue of money, in the form of banknotes and current accounts subject to cheque or payment at the customer's order. These claims on banks can act as money because they are negotiable and/or repayable on demand, and hence valued at par. They are effectively transferable by mere delivery, in the case of banknotes, or by drawing a cheque that the payee may bank or cash. 2. Netting and settlement of payments banks act as both collection and paying agents for customers, participating in interbank clearing and settlement systems to collect, present, be presented with, and pay payment instruments. This enables banks to economies on reserves held for settlement of payments, since inward and outward payments offset each other. It also enables the offsetting of payment flows between geographical areas, reducing the cost of settlement between them. 3. Credit intermediation banks borrow and lend back-to-back on their own account as middle men 4. Credit quality improvement banks lend money to ordinary commercial and personal borrowers (ordinary credit quality), but are high quality borrowers. The improvement comes from diversification of the bank's assets and capital which provides a buffer to absorb losses without defaulting on its obligations. However, banknotes and deposits are generally unsecured; if the bank gets into difficulty

and pledges assets as security, to raise the funding it needs to continue to operate, this puts the note holders and depositors in an economically subordinated position. 5. Maturity Transformation banks borrow more on demand debt and short term debt, but provide more long term loans. In other words, they borrow short and lend long. With a stronger credit quality than most other borrowers, banks can do this by aggregating issues (e.g. accepting deposits and issuing banknotes) and redemptions (e.g. withdrawals and redemptions of banknotes), maintaining reserves of cash, investing in marketable securities that can be readily converted to cash if needed, and raising replacement funding as needed from various sources (e.g. wholesale cash markets and securities markets).

3.6 Banking channels Banks offer many different channels to access their banking and other services:

A branch, banking centre or financial centre is a retail location where a bank or financial institution offers a wide array of face-to-face service to its customers.

ATM is a computerized telecommunications device that provides a financial institution's customers a method of financial transactions in a public space without the need for a human clerk or bank teller. Most banks now have more ATMs than branches, and ATMs are providing a wider range of services to a wider range of users. For example in Hong Kong, most ATMs enable anyone to deposit cash to any customer of the bank's account by feeding in the notes and entering the account number to be credited. Also, most ATMs enable card holders from other banks to get their account balance and withdraw cash, even if the card is issued by a foreign bank.

Mail is part of the postal system which itself is a system wherein written documents typically enclosed in envelopes, and also small packages containing other matter, are delivered to destinations around the world. This can be used to deposit cheques and to send orders to the bank to pay money to third parties. Banks also normally use mail to deliver periodic account statements to customers.

Telephone banking is a service provided by a financial institution which allows its customers to perform transactions over the telephone. This normally includes bill payments for bills from major billers (e.g. for electricity).

Online banking is a term used for performing transactions, payments etc. over the Internet through a bank, credit union or building society's secure website.

Mobile banking is a method of using one's mobile phone to conduct simple banking transactions by remotely linking into a banking network.

Video banking is a term used for performing banking transactions or professional banking consultations via a remote video and audio connection. Video banking can be performed via purpose built banking transaction machines (similar to an Automated teller machine), or via a videoconference enabled bank branch

3.7 Types of investment banks

Investment banks "underwrite" (guarantee the sale of) stock and bond issues, trade for their own accounts, make markets, and advise corporations on capital market activities such as mergers and acquisitions.

Merchant banks were traditionally banks which engaged in trade finance. The modern definition, however, refers to banks which provide capital to firms in the form of shares rather than loans. Unlike venture capital firms, they tend not to invest in new companies

3.8 Mortgage Banking Mortgage banking deals primarily with originating mortgage loans and servicing them. Read more about it here as well as about what a career in mortgage banking involves. Mortgage banking is meant for a single purpose, to service the real estate finance industry. Mortgage banking deals specifically with originating mortgage loans as well as servicing them. Mortgage banks are state-licensed entities from which consumers can get mortgage loans directly. Usually, mortgage banks avail funds from the Federal National Mortgage Association, or FNMA, also known as Fannie Mae, the Federal Home Loan Mortgage Corporation, or FHLMC, also known as Freddie Mac, or any other large companies that service mortgages, which are related to the secondary mortgage market. Here are a few pointers about the nitty-gritty of mortgage

banking.

Mortgage Banks Specialize in Mortgage Loans: Unlike a savings bank that is federally chartered, in general mortgage banks specialize in only providing mortgage loans. Hence, customers do not deposit their money in these banks. As has been mentioned above, the secondary wholesale market is their primary source of funds. Freddie Mac and Fannie Mae are examples of the lenders in the secondary market.

Mortgage Banks Differ in Size: While some mortgage banks can be nationwide, others can originate a volume of loan that can exceed that of a commercial bank that is nationwide. Many of these mortgage banks utilize specialty servicers like Real Time Resolutions to carry out tasks like fraud detection work and repurchase.

Mortgage Banks have Two Sources of Revenue: The two main sources of income are from loan servicing fees (if they are into loan sevicing0, and fees from loan origination. Mortgage bankers, by and large, are choosing not to service the loans they have originated. That is because they are entitled to earn a service-released premium by selling them soon after the mortgage loans are closed and funded. The investor in the secondary market that purchases the loan has the ability of earning revenue for providing servicing of the loan every month the borrower keeps the loan.

Different Banking Laws Apply to Mortgage Banks: Mortgage banks usually operate under banking laws that are quite different, according to the state they operate in. You will need to check each individual states financial department or state banking in order to get list of mortgage bankers in each state. While federal laws apply to the operation of a federal bank, in terms of consumer protection, usually consumers have additional rights, which are applicable according to each state.

Mortgage Bankers can be More Competitive: Since they only specialize in lending and do not have to subsidize any of the losses that other departments may have incurred, as in regular banking, mortgage bankers have the ability of being really competitive when lending for mortgage. However, they usually do not have the advantage of accessing adjustable rate mortgages that are low cost, which federal

banks

are

typically

associated

with,

and

federal

money

access.

A Career in Mortgage Banking: Professionals in mortgage banking in the job market today need to have a college degree in business or finance, or some specific experience or training related to the field. Skills in good customer service, an inherent ability with numbers, and computer skills are also essential requirements for mortgage banking jobs. A mortgage banking professionals job involves reviewing credit scores, determining the kind of loan that is most beneficial for the customer and guiding them through the process of application as well as closing. The loan officer has to be very organized and detail oriented, and need to be able to handle the large amounts of paperwork and reporting that are required for getting loans approved, up to the closing. A mortgage banking professional also has to have thorough know-how about the regulations associated with federal mortgage as well as the various types.

3.9 KYC (KNOW YOUR CUSTOMER) As per KYC guideline the RBI has advised banks to follow KYC guidelines of RBI mandates banks to collect three proofs from their customers they are 1 Photograph 2 Proof of Identity 3 Proof of address Accordingly, Axis bank has framed its KYC procedure according to which, a photograph and documentary proof of personal identification and address proof are required t be provided.The account Opening form Provides the nature of documents required / procedure to be followed for opening a new account. You may also log in to our website www.axisbank.com for such information which is displayed productwise. What is Customer Service? Customer service is the set of behaviours that a business undertakes during its interaction with its customers. It is the degree of assistance and courtesy granted to those who patronize the organization. It is identification of customers needs and expectations and what constitutes positive customer satisfaction. It also includes the codes of ethics, etiquette, behaviour and courtesy.The Service Triangle

Organization

Enabling promises

Making promises

Providers

Customers

Keeping promises This service triangle is the part of the service delivery process. It simply shows that every organization makes promises to its customers. It will be is possible for the providers of an organization to keep promises only when the organization enables it. i.e. it is the managements/companys initiative to reach for the highest form of service by making it possible for the working team/management to fulfill the promises made. In the era of technologically backed competition, awareness level of customers is increasing day by day. Customers have wider choice of products and services. Expectations of customers from banks are increasing. The concept of generation to generation banking has also undergone changes. Customers loyalty is conditioned by the quality of products and its delivery mechanism i.e. service. All these have necessitated the banks to provide better and excellent customer service. 3. KEY FACTORS & TRENDS FOR CUSTOMER SERVICE IN BANKS A. Human Resource Extending the Personal Touch in Customer Service Quality services can be provided by quality people and quality people can be carved by quality human resource personnel and the quality human resource personnel are made by the pro-active human resource management policies/practices. The quality of service determines the market share. Quality is the watchword in the present day environment. A common man in India having developed awareness about quality and banking system is no exception. The new private and foreign banks are laying total emphasis on the quality, innovation and convenience. As a result of which, they have been able to penetrate into market share of public sector banks. This has also increased the aspirations and expectations of the bank customers who expect similar services from all banks. The emotional loyalty has given place to the convenience and cost of services, which the bank can provide. It is apprehended that if public sector banks fail to meet the quality standard, they are likely to slip further in terms of their

market share. The quality and cost of services shall be the guiding factor for future growth. Banking is a service industry and delivers its service across the counter to the ultimate customer. The activities of banking industry are all about relationship. Hence, human resource assumes a very important role in the banking industry for providing better services to the customer with a smile in order to cultivate and maintain long lasting relationship with their customers. Not-withstanding the level of technology, banking is primarily a labour intensive service sector. Hence it will not be possible for the banks to sustain effectiveness unless human resource management is given prime importance because the technology is only an aid to human-effort and not a substitute thereof. A customer deals with people who work in the bank premises. He does business only with people. The person dealing with the customer has therefore to create positive impressions that are memorable and those garners respect admiration and help in building confidence. Staff members have to realise that every interaction with customer is an opportunity to make positive impact on him. They have therefore to understand that "What you do not want done to yourself, do not do to others Confucius. Once we keep in mind the saying of Confucius it will automatically result in improvement in the services. Satisfaction and expectations move together. We cants deny that during the yester decades, there have been multi-dimensional changes in the business environment which has shown a major impact on our lifestyles. We find a direct impact of disposable income on the discretionary income. Here it is essential to make it clear that disposable income is that portion of the income which is left in our hands after discharging the tax liability and the discretionary income is that portion of the disposable income which is in our hands after incurring the essential expenses, specially for managing food, shelter, clothing, basic educational band medical aids. It is really the discretionary income which affects the banking business since the income is either spent on luxury items for managing the comfortable living conditions or invested with the motto of earning interest and dividend. It is against this background that upward trend in discretionary income creates a sound nexus or a conductive environment for the development of banking business, specially the mobilization of savings and deposits. In the past, the commercial banks did not find any attraction in the Indian economy because of the meager business prospects-and the low level of income vis--vis the stagnating economic activities. Of late, we find good auguries and feel that the Indian

economy is moving ahead on the right path which would make the business environment more conductive. No doubt in it that the national development policy has made possible such a positive change in the business environment that the intensity of competition is found at its peak. Just after the beginning of the decade 1990s, we have witnessed a basic change in the attitude of the policy makers which has compelled almost all the organizations either producing goods or generating services to innovate their policy decisions. This in a natural way has necessitated a need more professional excellence so that a stage of fierce competition is accepted as a challenge and necessary steps are taken to excel competition, increase the market share and establish leadership.

Organizational Structure of Banks in India: In India banks are classified in various categories according to differ rent criteria. The following charts indicate the banking structure:

Reserve Bank of India

Commercial Banks

Co-operative Banks

Development Banks

Nationalized

Private

Short-term credit

Long-term credit

Agricultural Credit

Urban Credit

EXIM

Industrial

Agricultural

Broad Classification of Banks in India: 1) The RBI: The RBI is the supreme monetary and banking authority in the country and has the responsibility to control the banking system in the country. It keeps the reserves of all scheduled banks and hence is known as the Reserve Bank. 2) Public Sector Banks:

State Bank of India and its Associates (8) Nationalized Banks (19) Regional Rural Banks Sponsored by Public Sector Banks (196)

(3) Private Sector Banks: Old Generation Private Banks (22) Foreign New Generation Private Banks (8) Banks in India (40) (4) Co-operative Sector Banks: State Co-operative Banks Central Co-operative Banks Primary Agricultural Credit Societies Land Development Banks State Land Development Banks

In addition to its traditional central functions, the Reserve bank has certain nonmonetary functions of the nature of supervision of banks and promotion of sound banking in India. The Reserve Bank Act, 1934, and the Banking Regulation Act, 1949 have given the RBI wide powers of supervision and control over commercial and cooperative banks, relating to licensing and establishments, branch expansion, liquidity of their assets, management and methods of working, amalgamation, reconstruction and liquidation. The RBI is authorized to carry out periodical inspections of the banks and to call for returns and necessary information from them. The nationalization of 14 major Indian scheduled banks in July 1969 has imposed new responsibilities on the RBI for directing the growth of banking and credit policies towards more rapid development of the economy and realization of certain desired social objectives. The supervisory functions of the RBI have helped a great deal in improving the standard of banking in India to develop on sound lines and to improve the methods of their operation.

COMPETITOR ANALYSIS
ICICI BANK A) ICICI Savings Bank Account: ICICI Bank is also offering the saving accounts as their products. The ICICI Bank International debit card is a debit-cum-ATM card provides with the convenience of acceptance at merchant establishments and cash withdrawals at ATM. Money Multiplier Facility Internet Banking is offered free of cost. Anywhere Banking facility entitles the account holder to withdraw or deposit cash upto a limit of Rs.50,000 across all ICICI Bank branches. An average quarterly balance of Rs.10,000 only in metro and urban locations.

HDFC BANK A) REGULAR SAVING ACCOUNT An easy-to-operate savings account that allows customer to issue cheques, draw Demand Drafts and withdraw cash. Customer can check balances from the comfort of his home or office through NetBanking, PhoneBanking and MobileBanking. Withdrawal of cash from any of the 3275 ATM centers spread across the country.

FEATURES & BENEFITS Facilities like NetBanking and MobileBanking. Customer can check the account balance, pay utility bills or stop cheque payment, through SMS. Personalized cheques with customers name printed on each cheque leaf for enhanced security.

SWOT ANALYSIS
A SWOT analysis is used as a framework to help the firm develop its overall corporate,
marketing or product strategies. Strengths and Weaknesses are internal factors, which are controllable by the organization. Opportunities and threats are external factors, which are uncontrollable by the organization. During My internship period, I closely studied the SWOT of AXIS BANK and is described below

STRENGHTS 1. AXIS BANK is the first multinational bank which has started the concept of Islamic banking and so rapidly expanded its products of Islamic banking. The launching of Islamic credit cards and auto financing on basis of is expected to provide positive growth opportunities to the bank. 2. AXIS BANK formerly ABN AMRO, was at number five with respect to its assets but now it is at number one. 3. It enjoys better position than the other banks of India because AXIS BANK maintains big accounts of highly profiled businessmen as compared to other banks. 4. AXIS BANK has expanded the network of its branches in a very short period of time. It started with eight branches in major cities of India but now it has seventy five in various cities of India. 5. One of the plus points of AXIS BANK is that it has very tight policies based on foreign and State Bank mandate, which makes it better than India local banks. 6. AXIS BANK has one special department by name of Fraud Risk Management (FRM). The staff of FRM verifies the customers at various stages in order to reduce the occurrence of fraud in bank. 7. AXIS BANK provides best service to the customers by taking care of their needs. 8. AXIS BANK gives too much importance to its customers. On the main entrance of bank there is special greeter desk which is responsible to properly guide the customer. Not only has this bank always kept two to four staff members who are ready to help the new customer any time. 9. The concept of NSBC introduced by the bank is very positive by providing 24 hours service to the customers. Also the SMS banking is better than other banks of India.

10. All the departments of the bank follow the policy of KYC that is Know Your Customer. According to this policy the bank staff knows its customers fully from his / her business to daily activities so that they do not fall a pray to illegal activities. 11. A very positive point of this bank is that it gives separate status to high profile customers. For example the customers who have account worth of more than 1 million are treated specially. Bank has a separate department and dealing section for such customers which is known as RPB and customers are called Royal Preferred Customers. These customers have access to luxurious and well decorated waiting areas where they can enjoy reading newspapers, magazines, watching television and using internet. 12. On the whole employees are satisfied with the bank and its environment and have high salary structure than the other banks. AXIS BANK has a very strong wise decisions

management who is always ready to take strict actions and during the bad conditions.

WEAKNESSES 1. One of the weaknesses of this bank is that some of its branches have not even started its operations like its Peshawar branch is not functioning because of lack of employees in that area. 2. It is very much true that AXIS BANK considers its customer a great asset but some times it is not able to satisfy them. The main problem is with ATMs mostly the customers get annoyed but the bank employees do not take this problem seriously. 3. Many of the times employees on the floor who have direct dealing with the customers feel frustrated without any break during the work schedule. 4. There is lack of proper rotation among the departments, which leads to limited knowledge among employees. 5. Sometime the customers feel dissatisfied and complaints that bank does not clearly mentions the terms and conditions on various products like deduction of service charges. Mostly credit card holders come up with such complaints. 6. Many of the banks employees are not loyal with it. They just leave the job in search of better job opportunities to other banks.

7. Some times the customers are not informed before time about the certain changes being going in the bank; regarding banking products or changing the name or structure of the bank, which creates confusion in minds of the customers.

OPPORTUNITIES 1. AXIS BANK has started NSBC there is opportunity of growth in this field. 2. There are growth trends in Islamic Banking sector of India which will further enhance the working condition of Islamic banking in near future. 3. The bank should employ the best courier companies and keep in touch with them, for resolving the problem of dispatching customers goods. 4. The bank management should use the modern ways of communicating with staff and staff in return to the customers, so that flow of information leads to rapid and positive results. 5. As employees have the habit of working with ABN AMRO, but now with AXIS BANK take over there are chances of further growth in productivity of employees and improved banking environment.

THREATS 1. Due to present government and the instability of the policies AXIS BANK may face a lot of problems in future. 2. The religious class emerging from the India society, which hates working with the foreign banks and prefers local banks, can disturb the working of the bank in future. 3. Due to depreciation of India rupee, bank may earn less profit than its other foreign branches. 4. The employees are not loyal with the bank, when they find better opportunities they leave their existing posts so it can create the problem of recruiting new staff for Human Resource Department. 5. Many new and emerging banks like Barclays are offering better pay packages to the employees which in future may increase the turnover of employees.

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
Research Objective
1) Impact of Customer Relationship Management on the customers of Axis Bank in Delhi. 2) What are the techniques they are using for making and maintaining customer relationship? 3) The efforts the company is making to improve the relationship with their customers. 4) Approaches to Customer Relationship Management adopted by Axis Bank .

Research Design
Data has been collected through one to one interaction and discussion with various people who are involved in the business of insurance as Sales manager, Life Advisors, Marketing Manager Customers and others. Newspapers, Internet, Magazines and Journals would provide ample material about latest trends and practices in insurance industry. Kotak organizes various outdoor activities to boost its business and brand. Interaction with customers during such outdoor activities would enable to understand the success ratio of such kind of outdoor activities. Various products of the company would be discussed with respect to their benefits and advantages. Various insurance players would be compared with respect to their market share and products that they offer. Primary Data has been collected through discussions and observation of various people involved in the business whereas Secondary Data through annual reports of the company, newspaper, magazines, journals and internet. Questionnaire Design/ Formulation I have done research on the different customer parameter to develop the questionnaire keeping the Axis Bank target in Mind..

Sampling Methodology
Sample Element/ Sample Unit 100 people would take for this report Sampling Extent Delhi and NCR Time Frame 15 20 days. Sampling Technique Sampling chosen with the Random method Sample Size 100 people would take for this report

g. Limitation
Only Delhi & NCR region covered for this report because of not availability of time and resource. Also for financial disclosure company are not sharing more internal information either on internet or ready to give.

DATA ANALYSIS & INTERPRETATIONS

Q1) Are you aware of the various products given by the bank in Axis Bank? 1. Yes ( 2. No ( ) ) )

3. Cant Say (

REPLY YES NO Can't Say

Product Awareness 56 35 9

Can't Say 9%

Product Awareness

NO 35%

YES 56%

Interpretation :As per our study suggested that almost 56% of the people which are the customer of the bank which said yes they are aware about the different products provided by the bank. Adding to this almost 35% of the people suggested that No they do not have any knowledge about the various products from the bank.

Q2) Are you aware of the type of loan provided by the Axis Bank? 1. Home Loans 2. Personal Loans 3. Commercial Loans 4. Loan Against Property A. Yes ( ) B. No ( ) C. Cant Say ( )

Products Home Loan Personal Loans Commercial Loans Loans Against property

Yes 67 89 69 59

No 23 10 30 30

Can't Say 10 1 1 11

Yes 89 67

No

Can't Say

69 59 30 10 10 1 1 Commercial Loans Loans Against property Personal Loans 30 11

23

Home Loan

Interpretation: This finding is based on the product category which is provided by the Axis Bank bank to the end consumer as loan facility, almost 67% of the people out of 100 are aware about the Axis Bank bank in providing the Home loan same manner almost 89% of the people are aware about the Axis Bank bank also facilitate the Personal Loans to the end customer over all it is good sign for the new Axis Bank bank to providing loan services to the end customer.

Q3) For Customer only, which services according to you is excellent? Facilities 1 Phone Banking 2 ATM 3 Net Banking 4 Sms Banking Total Customer Base Excellent (in %) 30 36 12 22 67

Various Facilites on the basis of Excellence

22%

30%

12%

36%

Interpretation: The response which I gathered that 75% respondents say that net banking services are complicated and have fear of hacking.

Q4) For Customers only, which of the Various Facilities have you used at least Once? Facilities 1 Phone Banking 2 ATM 3 Net Banking 4 Sms Banking Total Customer Base Atleast Once (in %) 28 14 42 16 67

Various Facilities Used by customers atleast Once

Sms Banking 16% Phone Banking 28% ATM 14%

Net Banking 42%

Interpretation: The chart denotes that net banking users are more than any other users so Axis Bank needs to focus on providing safe and quality net banking services in long run.

5. Do you satisfy with the kind of marketing promotion plan Axis Bank is doing for CRM Yes NO 26 25

Yes No

Customer Perception
NO 49%

Yes 51%

Out of 50 people from our survey suggested that 51% people are suggested that this outdoor marketing activity or direct marketing activity doing by the Axis Bank is perfectly fine which consist direct interaction with Axis Bank (CRM) people to know more about the product. Now also along with 51% very competitive answer we received that 49% people are actually not liked the outdoor media activity doing by us because they think newspaper and the television would be best channel to promote CRM.

6. Do you think with the help CRM, Axis Bank will grow faster than its competitor other Company? Yes (Because I think I am associated with that). NO.

Growth

NO 48%

Yes 52%

Do you think with the help of CRM, Axis Bank growing faster than the competitor that questioned asked because we need to know how many people having faith on their company or how many people should be targeted in four vertical to communicate them that our growth strategy should be more than the competitor. From our survey it is concluded that 52% respondent says they believing that due to of the better customer relationship management, Axis Bank is growing faster than the competitor because they are associated with this growth with the company in their respective space and the contrary of that 48% respondent think that growth is not more than or very less than competitor i.e. Idea in their respective area of work.

7. Rate your satisfaction level using better Customer relationship Management: Excellent Very good. Good. Average. Low

Satisfaction Level
Low 18% Average 14% Excellent 22% Very good 18% Good 28%

We try to gauge with this question about the customer satisfaction level in this following four vertical form our survey sample size of 50. 28% respondent out of 50 people is giving us good signal that there satisfaction level is lower than excellent and very good while 22% respondent think there satisfaction level were excellent for following four vertical also 18% respondent are chooses very good to work with both of the company. Low area is 18% where people are not satisfied with the kind of customer relationship management of the Axis Bank because they think they dont have any requirement of that, company need to work towards this filling up this gap also try to turn 14% respondent are saying average level satisfaction level towards their product and service.

8. People know about Axis Bank service through 30 % Friends 70% Advertisements 5% Other Sources

other sources 5% friends 30%

advertiseme nts 65%

As per our study suggested that the 30% of the friends which they recommended to the users for using Axis Bank while 70% of the people purchasing Axis Bank because of the advertisement which they are airing now so that would be good option and effective medium of the Axis Bank. While using of the Net banking service by the Axis Bank are not very confident to use it.

9. Factor which is dependent variable for Customer Relationship Management 35% Advertisements 35%Goodwill 20% Connectivity 10%Schemes

goodwill 35%

advertisement 35%

schemes 10%

connectivity 20%

As per our study suggested that the feature which is the most influential by the Axis Bank service would be the brand goodwill which was 35% of the people suggested for the same while 35% of the people suggested that advertisement of the different denomination of brand promotion and service promotion for the Axis Bank is the biggest motivator behind of the going for Royal Bank of Scotland services.

10 What are the problem areas while dealing with the customers? (You may tick more than one):-a) Problem in closing sale b) Lack of product knowledge c) Customer Complaint d) Issues pertaining to discount on price e) Personal grooming and personality development of sales staff f) Communicating with the customers a) Attitude problem

Rating Scale about issue facing by Vendors

Communicating with the customer 20% Personal Grooming 11% 0% Problem In Closing Sales 13%

Lack of Prodcut knowledge 9% customer Compaint 11%

Issue pertaining to Discount 36%

Out of 40 people 36% are facing problem when they interact with the customer and customer want different services at the convenient price when they are go for the Axis Bank product or services we asked this question because we just try to insure that which kind of challenges that vendors has during the time of sells.

11 .How would you rate services of the company? 1 2 3 4 Excellent Very Good Good Poor

Customer satisfaction from Services

Poor 22% Good 26% Excellent 22% Very Good 30%

Interpretation Recent survey conducted by the Business standard and it shows customer satisfaction also depends upon what is you sales after service strategy, according to our survey about the Axis Bank 22% people rated Axis Bank as a excellent service provider while 30% rated it has very good sales after service support and 26% rated good for the service to Axis Bank s. The concern area for Axis Bank is 22% people who rated Axis Bank service as a poor one and not which is one of the area where customer are not satisfied so for the Axis Bank it need to be justify and fill the gap as soon as possible.

12. Did you find the products/Services up to the standard or Marks as specified before purchase? 1 2 Yes No(Specify)_______________________________________________ ___

Product/Services Standard
No 10% Yes 90%

Interpretation Before purchase customer are very cautious about the product quality and its standard in the case of Axis Bank about 90% people are happy with the kind of product quality that they would received before purchasing the Axis Bank Services. While only 10% people are not satisfied the quality of Axis Bank.

13. Are you using other company are Product/Services (Same type of Products/Services) simultaneously? 1 2 Yes No

Comparison with Product

No 2%

Yes 98%

Interpretation Using Axis Bank product with the other company product which gives insight to know more about the competition level for the Axis Bank now we got very

surprisingly result 98% people says yes while using Axis Bank product they also using some other company product. So kind of competition we can feel that Axis Bank has. Only 2% people using services of Axis Bank. Which quite less than the other favorable out put

14.

Would you recommend companys products to others? 1 2 Yes No

Recommendation to other
No 2%

Yes 98%

Interpretation Recommendation to other means customer buy the product due to influenced by the others also which shows very beneficial for the company. 98% people who is using Axis Bank product is ready to recommend others to use Axis Bank which is very positive sign for the customer. Now move to other strata 2% only those people who dont want to recommend Axis Bank product to others

15. How you use Marketing team communicates and builds relationship with customer? (a) Direct Mailer (c) Advertisement pop up (b) Internet quotation (d) service on request

Survey Result
Service On demand 15% Advertisement Pop Up 25% Direct Mailer 35%

Internet Quotation 25%

This question gives an idea about how uses of how would Axis Bank do the customer relationship management with the high end customer. According to our survey result 35 % respondent replies that they use Axis Bank because they send direct mailer to end customer for their request purpose also 25% Axis Bank people using Marketing team using internet using as a tools for increasing business , purpose also 15 % respondent said they using Marketing team providing service on demand service which gives better satisfaction because of they provide Axis Bank service to the customer like sending to the customer also 25% respondent said out of 7 sample size they preferred internet as a marketing tools for the stone crushing item.

CONCLUSIONS/ FINDINGS

In the past, CRM was mostly about the technology, not about the customer. There is a change in the way the organizations do business. At a technology level, CRM is increasingly about conjoined best-of-breed applications delivered via portal technologies. At a business level, it is beginning to invade traditional territories occupied by brand management or customer support. Peel shows companies how to make the shift to the new paradigm. The CRM vendors look like they have got their act together in terms of coupling their wares to the needs of the business. The market now distinguishes between CRM and eCRM. One would be forgiven for thinking that this differentiation was contrived to allow the vendors to retreat back to pre ecommerce CRM. But the opposite is true. eCRM is the new game and the vendors are being bullish about it. It may well be worth creating a CRM vendor index, as I think that it will be a good indicator of confidence in business in general and technology in particular.

RECOMMENDATION

CRM is the information technology face of the business processes that aim to establish enduring and mutually beneficial relationships with customers in order to drive customer retention, value, and profitability up. The definition underlines the fact that CRM is meant for a common and equal good of the two stakeholdersbusiness and their customers. It calls for capturing pertinent data about the prospective and current customers in respect of their buying pattern, shopping behaviour and usage habits of the products and services and to use the information to commence a two-way dialogue with them. If the essence of CRM is customer and continuity, the term CRM can as well be an acronym for any of the following cognate marketing terms: Caring Relations Management (CRM) Continuous Relations Management (CRM) Creative Relations Management (CRM) Customer Retention Management (CRM) Customer Return Management (CRM) Cost Reduction Management (CRM) Cost and Return Management (CRM)

In more ways than one, CRM represents a logical end of the philosophy that the business should be customer oriented (Gamble etal, 2000, Payne 1997). It traversed a successive strains of thoughts to reach what is now viewed as a new business paradigm (Figure 1). For instance, the early marketing paradigms prevalent until the sixties, ordained marketers to satisfy customer needs that were essentially nature created. Later in the seventies, the marketing functions served the customers wants that were nothing but specific solutions to the needs and were the outcome of the marketing initiatives. Marketing thoughts of the eighties devoted themselves to meet the higher, more lifestyle oriented demands and expectations of customers. These were the result of the then social and economic environment. The nineties witnessed the most potent force of our times, information technology. Naturally marketing thoughts focused on how to leverage on the same and serve the customers (Kotler, 2000). One of the fall out of the era is Customer relationship management. CRM thus, represents the marriage between the customer orientation and the emerging information technology to produce a memorable relationship experience to the marketers as well as to the customers. Exhibit 1 summarizes the marketing evolution culminating at the CRM :

BIBLIOGRAPHY

Magazines o Business World o Business Today o Business India Newspapers

o Times Of India o Financial Express o Economic Times

Websites o www.crm2day.com o www.salesforce.com o www.bitpipe.com o www.customerservicemanager.com o www.serachcrm.com o www.darwinmag.com o www.crmassist.com o www.google.co.in o www.yahoo.com Reference Books o CRM: Redefining Customer Relationship Management o Why CRM Doesnt Work? o CRM: Getting It Right

Q1) Occupation

a) Businessman
C) Students

[ ] [ ]

b) Professional d) House wife

[ ] [ ]

Q.2) Do u have Insurance? If yes of which company? a)Yes b) No

WHICH COMPANY?
a) b) C) E) LIFE INSURANCE COMPANY Reliance General Insurance Co. Limited HDFC standard life insurance Ltd ICICI Prudential Life Insurance Co. Limited

D) Max New York Life Insurance Co. Ltd

[ [ [ [ [

] ] ] ] ]

Q.3) According to you, Insurance policies are for?

A) Necessity for protection security

b) Imposition of a burden of expenses c) A compulsory tool for tax saving

[ ] [ ] [ ]

Q.3) Awareness of IDBI fortis Life Insurance Company:A) PRINT MEDIA c) AGENTS [ ] [ ] b) ELECTRONIC MEDIA d) OTHERS [ ] [ ]

Q.5) Do you know about Unit Linked Insurance Plans (ULIP)?

a) Yes [ ] b) No [ ]

Q.6) Main consideration that a customer looks at while purchasing an Insurance Policy.
A) TAX B) SAVING C) PROTECTION D) PENSION E) INVESTMENT [ [ [ [ [ ] ] ] ] ]

Q.7) What a respondent see while purchasing Insurance from the company? A) Standing and goodwill of the company B) Product range of the company [ ] [ ]

C) Advertisement being released by the company D) Services being given by the company E) Returns of bonus declared by the company

[ ] [ ] [ ]

Q.8) Plan that a respondent prefers to buy?

a) Protection plan
b) Investment plans c) Pension plan d) children plan

[ ] [ ] [ ] [ ]

Q.9) Customers expectations from Life Insurance Companies? a) Innovative Products [ ]

b) Attractive Riders c) Reasonable Premium d) Better Customer Service e) High Risk Coverage [ [ [ [ ] ] ] ]

Q.10) Is the respondent satisfied with the plan which I have bought?
A) YES B) NO C) CANT SAY [ ] [ ] [ ]