Crm at Icici Bank

CUSTOMER RELATIONSHIP MANAGEMENT – BECAUSE OUR BUSINESS IS ABOUT GROWING TOGETHER
CASE STUDY: ICICI BANK

RETAIL MANAGEMENT

BY
AKANKSHA CHOUDHARY
088503
BMS III, 6TH SEMESTER

ST. FRANCIS DEGREE COLLEGE FOR WOMEN
2010-2011

CHAPTER OF CONTENTS

  1. Introduction
  2. Customer relationship
  3. Origin of customer relationship management (CRM)
  4. Features of CRM
  5. Perspectives of CRM
  6. Customer relationship measurement
  7. Types of CRM systems
  8. Scope of CRM
  9. CRM business cycle
  10. Components of CRM
  11. CRM software’s
  12. CRM and marketing
  13. Six market framework
  14. Work flow of CRM
  15. Process of CRM
  16. Reasons for adopting CRM : The Business Drivers
  17. Principles of CRM
  18. Myths of CRM
  19. Use of technology in CRM
  20. CRM leaders
  21. Benefits of CRM
  22. Challenges in CRM
  23. CRM issues
  24. Case study: ICICI bank’s CRM initiatives
  25. Conclusions

INTRODUCTION
Customer relationship management (CRM) is a broadly recognized, widely-implemented strategy for managing and nurturing a company’s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. Customer relationship management denotes a company-wide business strategy embracing all client-facing departments and even beyond. When an implementation is effective, people, processes, and technology work in synergy to increase profitability, and reduce operational costs.

A company will store information that is related to their customers, and they will spend time analyzing it so that it can be used for this... [continues]

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