The Semi-Finalists: ICICI Bank's I-Sense Project

This Business Intelligence implementation from ICICI Bank provides a single consolidated view of 20+ customer facing applications to about 30k employees of the bank, thereby reducing their service window time for customers and generating more business via cross-selling

With increasing competition in the banking industry, banks are constantly introducing new products in the market to attract new customers and get more business from existing ones. This puts more pressure on the banking staff who have to consistently keep themselves abreast of these new offerings to be able to offer them to customers. To ease this pressure and to generate more output, ICICI implemented the I-Sense project, which is a BI deployment that provides a single unified view of the entire relationship of the customer with the Bank. This helps customer service executives across various departments to have first hand information about their customers and helps them design customized service offerings.

The Implementation

I-Sense interacts with 20+ customer applications on a real time basis. (viz. core banking, mortgages, liability, auto/personal/small segment loans, credit & debit cards, investments, demat, mutual funds, insurances, lead generation system, Pre-qualified offers, etc). The app culls out data from all these disparate applications and provides a consolidated dashboard view to the Bank's executives. Thus, it acts as an effective tool for sales, service, lead generation, cross sell and compliance. It allows a 360 degree view of the customer, role based access to view customer profile, real time alerts on sales, service and compliance. It is integrated with core applications to enable seamless information view without having to toggle between multiple systems.The application has been implemented on Ubuntu 10.0 Linux with Oracle DB running on Solaris. In order to make all this possible, the bank also had to

Challenges in Deployment

key challenge the bank faced while deploying I-Sense was to identify and avoid false positives coming out of the integrated database, while working on alerts for the front line. Another issue was to prioritize alerts, since the system would generate all alerts and it is important to decide what needs to be seen first. Technology wise, the challenge has been mainly in terms of integration with multiple systems to enable real time data availability and transformation into meaningful alerts. The scalability and availability factors, across all branches, were also a key challenge since multiple rules getting triggered also have an overall impact on application efficiency.

The result

The savings in reduction of customer TAT can be translated to around `10 Cr. per year. The business gain due to increased cross-selling has been `1.7 Cr per year. The total savings in data clean-up of customer accounts is over `1 Crore per year. Also,

there have been savings of over

`10 Lakh on logical access call logging by customers.