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The Problem: The legacy CRM systems at ICICI Bank and ICICI Securities had several gaps. There was a need to capture all customer interactions from various touch points onto a single platform. A need was felt for a better system for campaign management and collaboration. There was also a need for faster delivery of incremental change requirements, and to get a 360 degree view of customers across channels and products.


The Solution: The bank deployed PIVOTAL CRM suite for management of leads, companies, contacts, and various sales and marketing activities. It has brought the process of converting opportunities to revenue under a single roof.

The Result: The CRM provides relationship managers with a 360 degree view of customers with suggestions on possible additional revenue areas. As a result, the relationship building time has been reduced from an average of 3 months to 2 months. There is 30% reduced customer attrition, because of improvements in identification and retention of customers basis alerts and triggers. Customer contactability has increased by 20% for sales, service and collections.

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