The Following report is the analysis of Customer Relationship Management (CRM) inICICI Bank, India.

Customer Relationship Management (CRM) is a business strategy for improving profitability by focusing on customer needs and creating an attentive relationship with thecustomer.It involves a personalized and interactive approach for the entire customer lifecycle.Successful implementation of a CRM approach requires changes in organizationstructure, cu lture, and skills, as well as front- and back-officeinformation systems.Aim of Customer Relationship Management is to produce Customer Equity inBanking Sector. The following are the three major drivers of customer equity that areconsidered for our analysis:1.Value Equity.2.Brand Equity.3.Relationship Equity.The competitive competency of any bank would be achieving all the above three benefitsso as to be a successful and most desirable bank in the future of its prospects. 1. Value Equity : This measures the customer perception about benefits relative to itscost. The sub drivers of value equity are quality, price and convenience. 2. Brand Equity: Customer's subjective and intangible assessment of the brand beyondthe objectively perceived value. The sub drivers are customer brand awareness, customer attitude towards the brand, customer perception of brand ethics

3. Relationship Equity : Customers tendency to stick to the brand above and beyond theobjective and subjective assessment of its worth .Sub drivers of relationship equityincludes loyalt y programs, community building programs and knowledge building program. ICICI Bank was awarded the Most Customer Responsive Company at The EconomicTimes - Avaya Global Connect Customer Responsiveness Awards 2007. In the Insurance category, the winner was ICICI Prudential Life Insurance The ICICI Bank is the first bank to appoint the post of Relationship Officer in itsevery branch around India so as to enable an effective gapless customer interaction between the bank and the customer. This designation carries the customer complaints andcritiques faced by the customers towards their transactions with the Bank like deposits,loans, account maintenance, withdrawals, cheque books etc. This enabled a fearless andnon hesitative relationship between both ends.ICICI bank has more brand equity with its customers in India holding awardsshown above and also its more number of Branches equaling SBI, the largest network branches in India. This more proximity has made ICICI more established in the minds of the customers that this bank has more reliable values and services.

ICICI Bank (www.icicibank.com) has won the DM Review World Class Solution Award 2003 in the Business Intelligence category for its Teradata enterprise datawarehouse solution.

"Winning this award is an incredible achievement for ICICI Bank and Teradata," says Teradata business manager (India) Amrish Rau. "The solution was the first large-scale CRM implementation in the Indian banking sector. Teradata commends ICICI Bank for its vision and willingness to take on such a monumental project. This shows how anIndian company embracing enterprise data warehousing solutions can very quickly rise tostand alongside the very best businesses in the world. ICICI Bank has set a precedent thatothers can follow."Data Base Management an essential feature of CRM is well established by ICICIBank with its customers. This bank was awarded as the world solution provider in Datawarehousing. CRM- THE ICICI EXPERIENCE CRM at ICICI involves increased communication between the virtual universal bank and its customers and the prospects as well as within the group itself. Theunderlying idea is to enhance every instance of contact with the customer. ICICI believesthat a true customer relationship can only be accomplished by considering the unique prospective of every single customers.The CRM strategy of ICICI proves to be One to One marketing so that every prospect is taken care of in their own way this flexibility is the main reason for thecompanys overall success in Relationship marketing. The reliability the main key factor in Banking sector as ot deals with the money of the customer the bank should show 100%reliability with the customers and in that way ICICI knew that better Relationshipmarketing would bring in more closer and reliable relationship with the public as which itwould attract more account holders with the bank.

The award-winning Teradata enterprise data warehouse (EDW) solution hasenabled ICICI Bank to establish business intelligence market leadership in the fast-growing Indian financial market. The bank uses its Teradata platform to develop tailoredmarketing campaigns that have boosted customer acquisition rates significantly. It hasserviced over 11 million unique customers around the country. In addition, ICICI Bank'scredit cards and retail loans business units attribute 25 and 20 per cent respectively of their new/incremental business in the past year to cross-selling activities facilitated by thedata warehouse.The CRM software applications facilitate multiple business functions with thecustomers of this bank. As known ICICI systems are well designed so as to equal qualitywith its one to one marketing strategy and that is it was awarded in DM review worldclass solutions.These Success milestones talk more about the concentric and concrete functions of ICICI in CRM strategies. The chronic strategies of ICICI right from its inception and tillnow have shown the companys importance towards its customer centric strategies andorganizations. The customer life cycle tracking system in ICICI is the only kind of software used in the Banking sector in India. This unique software used by the

ICICIhelps them to provide faster solution to the customers whenever they needed likeDormant accounts, expired accounts, unlimited banking statements etc. CRM BUSINESS CYCLE IN ICICI 1.Understand and Differentiate.2.Develop and customize3.Interact and Deliver 4.Acquire and retain.

The basic model of implementing CRM is what followed by ICICI also. The post of Relationship officer proved that the ICICI has felt that the bank needs a personinteracting with the customer and to the organization. ICICI started understanding thecustomer needs from the relationship officers in every bank and started listening to the basic benefits that the customers are expecting from the bank. Understanding the basic benefits ICICI way was extended to provide extra ordinary services like Expresscounters, 24 hrs account enquiry, Express bank statements, Faster loans etc.Customization of these specifications is really tougher in case of banking sector sinceIndia is the country where more than 1Billion people live and more diversified regionsand languages. Appointing local executives in respective regions was one of the smartthinking for ICICI so that those local executives as Relationship Managers carry outrespective region customers problems more easily.Customer retention is for what all these CRM companies are fighting for. This bank has a wide customer networking system where the every account holder would pull on inany other scheme of the same ICICI bank. For eg ICICI account holder would have bothCurrent and Savings account or Loan borrower or in any growth plans of the bank, thiswould stick the customer with the bank at high rate. Thus ICICI has a strong customer feeling with their organization and with their every scheme. ONE REAL EXAMPLE In 2008 economy slowdown many companies revenue fell down double the rate.Among that economy has also eaten up the image of ICICI Bank. That time ICICI facedthree major problems: 1. 12% Account withdrawals from total holdings.2.24% decline in half yearly profit Jan-June.

3. HDFCs CEO Deepak Parekh.K.L. Kamath the CEO of ICICI Bank that time addressed to the press about thecurrent situation saying that ICICI has a strong customer network that assures zeroaccount withdrawals in coming future. The statement also proved to happen, Kamathmade it happen with the strong customer base that ICICI had before. The bank sent a prospective letter to every active customer about the reduced risk for their money in the bank and also every branch of the Bank in India promoted risk minimization campaignads inside the branches and on some roads of the respective cities and towns. No matter whether ICICI knew or do not knew that strong customer base would save their food butthat customer marketing really worked to retain the whole market share of the ICICIBank.Thus ICICI has a strong customer feeling with their organization and with their

everyscheme proving it that the ICICI have a successful CRM Implementation and highMaintenance at high success rate.