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ICICI Bank : Service 2 Sales
To boost a customer's relationship with the bank, the latter is using its inbound call center for selling Bank's other products
Monday, June 01, 2009
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 |
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| Implementation Partner |
| In house |
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