About this document
CRM Strategies at ICICI Bank by Priyanka Bajaj is a document available to read on EtoBox.
CRM at ICICI Bank aims to achieve one-to-one marketing through a CRM roadmap that coordinates business functions and allows customer lifecycle tracking. ICICI believes customizing service based on customer value is key. It implemented CRM across five interrelated areas - business focus, organization structure, metrics, marketing, and technology - to better acquire, retain, and understand customers compared to other banks. A gap analysis helped ICICI further improve its customer-centric CRM practices.
- Author
- Priyanka Bajaj
- Language
- EN