Advertisment

ICICI Bank : Service 2 Sales

author-image
PCQ Bureau
New Update

On an average, ICICI Bank receives 3.6 million calls in a month at its

inbound call center from 1.4 million customers, spread across Liabilities,

Credit Cards and Assets. Of these, around 80% of the calls are for seeking

information on transactions/products; thus there's an opportunity for the bank

to use this point of contact for various other activities such as Cross-selling

& Upselling of other products, Retention/Winback Programs, obtaining information

for Profile Building, Contact Updation & Linking of existing Relationships,

Channel Migration Programs, and for seeking customer referrals (Customer Get

Customer Program). A major challenge while implementing the project was to

provide executives the best available options from the different activities

available to them, based on inbound call, post resolution. To achieve the same a

setup was created where data can flow seamlessly amongst the core system,

enterprise data warehouse, CRM, Analytical application, Campaign Management Tool

and lead management system. The Core data system is used in determining the

profile of the customer and the analytical applications use this data to arrive

at the best option an executive can use. This project is expected to bring Rs

135 cr in the first year even if the response rate is as low as 3%, the expected

results are amazing given total expenditure of Rs 5.85 crores on this project.

Project Specs
  • Amit Sethi



    Jt Gen Mgr - Technology

    Deployment Location: Gurgaon

  • Team Size: 10
  • Tech Used: Enterprise CRM(F-CRM), Campaign Management Tool (UNICA),

    Sybase IQ, SAS e-Miner, Fair Issac Model Builder
  • Expected life: Forever
Implementation Partner
In house

Advertisment