Joshi Bedekar College

Service sector management -ICICI Bank

Name:-Amar Ravi Itagi. T.Y.BMS-A Roll no:-31 Subject:-Service Sector Management Submitted to:-Archana Nair

Acknowledgement
I are very grateful to our institution for encouraging me and making me understand the value of making project file on different subject. I got wide information about the subject and especially about the respective topic that has been selected. My special thanks to Mrs. Archana Nair for her kind cooperation and proper guidance and valuable contribution. Further I also thanks to our principal & coordinator for supporting me to carry out this activity with great interest. Thus I appreciate the cumulative affords of all mentioned above in preparing this project file and contributing their valuable time to make it a successful one.

VIDYA PRASARAK MANDALS

K.G. JOSHI COLLEGE OF ARTS & N.G. BEDEKAR COLLEGE OF COMMERCE

THANE NAAC ACCREDITED (A)*****

Certificate
This is to certify that S.no 1. Amar Ravi Name R.No. 31

of the T.Y.BMS -A class has satisfactorily carried out the required project work in Service Sector Management and that this project file represents their bonafied work during the year 2012-2013.

Date ________

Professor in-charge

CONTENTS

Introduction Characteristics of service industry PEST Analysis Segmentation Target market selection of ICICI Bank Positioning 7Ps of marketing of ICICI Bank Maintaining the service quality Complaint Handling Webliography

Introduction
OVERVIEW ICICI Bank (formerly Industrial Credit and Investment Corporation of India). ICICI Limited was established in 1955 by the World Bank, the Government of India and the Indian Industry, for the promotion of industrial development in India by giving project and corporate finance to the industries in India. ICICI Bank has grown from a development bank to a financial conglomerate and has become one of the largest public financial institutions in India. ICICI Bank has financed all the major sectors of the economy, covering 6,848 companies and 16,851 projects. As of March 31, 2000, ICICI had disbursed a total of Rs.1,13,070 crores, since inception. ICICI Bank Fact Files: Total assets: Rs.146,214 crore (December 31, 2004) Network: 530 branches ATMs: Over 1,880 Abroad Subsidiaries: United Kingdom and Canada Abroad branches: Singapore and Bahrain Representative offices: United States, China, United Arab Emirates, and Bangladesh and South Africa.

Characteristics of service industry

1. Intangibility: Intangibility is an important consideration that complicates the functional responsibility of a manager in a bank specially for influencing the customers and prospect the tangible nature of goods which can be even tested and make a trail. For example: the ICICI bank promotes the sales of credit cards by visualizing the convenience and comforts to the holder of the credit card. 2. Inseparability: It refers to the service provider and the physical connection to the service being provided and the customers involvement. For example: Under ICICI bank, the employee should be available at its desk for providing the service and also, an individual who is willing to open an account and enjoy the service. 3. Heterogeneity: Every individual demand a different type of service and hence in connect with ICICI bank not all ordinary individuals would find its services interesting. 4. Ownership: When a service is performed, no ownership is transferred from the seller to the buyer. For example: when an individual uses the DEMAT services of ICICI bank , no ownership of ICICI is transferred by the service provider to the user but only the provider is selling the right to use the service.

5. Simultaneity Services cant be delivered to the customers or users since services dont move through channel of distribution. For availing the service it is essential that the users are brought to the provider or vice-versa. For example: If an customer of an ICICI bank want to withdraw cash from his A/C then the user has to go the service provider to avail the service. 6. Quality measurement: In service the quality, it is difficult to judge because it is different everywhere. For example: ICICI provides different services as compared to HDFC bank and hence the quality measurement is difficult.

PEST Analysis
The following are the effect of the external environment on icici bank:P(Political):The effect of political environment on the banking industry is as follows: The Bank has to always follow the rules set by the RBI The banks are not allowed to create their own Rules. They can offer various benefits to the customers but hav to follow the minimum rules or the benefits set by RBI E(Economical) There are various economical effects on the banking sector. The RBI sets the rules or the interest chargeable/Interest Payable as per the countrys economic position/competition The RBI charges higher rate of interest if the demand of loan increases at a greater extent S(Social) The effects of society has an impact on the banking sector For eg:-The bank may be kept working on Sundays for the people are more of working group T(Technological) The growing technology has to be upgraded/adopted for being in a long run Now a days there are many technical innovations which have to be adopted so that the customers can operate the bank account from any place in any corner of the world The technology can be used for money transfer or withdraw their cash any time. They can perform online transactions for booking or ordering.

Segmentation
For young children ICICI Bank Young Stars Account (Savings Account) This is a Savings Account designed for children whose age is between 1 day and 18 years. Though this account is in the name of your child, you will have complete control over it. This account will help your commitment towards saving for your child. ICICI Bank Fixed Deposit Fixed Deposits are considered to be safe investment options that give a fixed rate of return. You can choose amongst a wide range of Fixed Deposit tenures, depending upon the anticipated time frame you have for realising your dreams. ICICI Bank Dream Education Plan (Recurring Deposit) Recurring Deposits are an ideal way to invest small amounts of money every month and end up with a reasonable amount on maturity. Recurring Deposits bring discipline in your investment approach. It works in the background and before you realise it, you have gained with your investment. ICICI Prudential Child Care Plan (Mutual Fund) A Mutual Fund is a professionally managed investment tool through which your savings get split and invested into different investment options which give different returns. It has the potential to generate high returns for your savings. Through the Child Care Plan you get 2 options to choose from, depending upon the time frame of your investment. ICICI Pru SmartKid Premier (Unit Linked Insurance Plan) ICICI Pru SmartKid Premier is designed to provide adequate money at key educational milestones of your child. It provides a comprehensive safety net for your child by offering Single Life (single parent) and *Joint Life (both parents) coverage options. For Senior Citizens Savings Scheme

Senior Citizens Savings Scheme, 2004 Senior Citizens Savings Scheme Details:

Senior Citizens Savings Scheme (SCSS) is a Government of India Product. 9% interest offered to depositors. Since the product is offered by Govt of India, this product is one of the most Safest Investment Option. Premature closure of account is possible after one year from the date of opening the account.(Charges applicable).

Advantages of ICICI Banks Senior Citizens Savings Account::

Large number of Branches. Facility of Direct Credit of Interest to ICICI Bank Account. In case the investor does not want to avail Direct Credit facility or ECS facility, 4 Post Dated Cheques will be sent to Investor every year. Account Statement containing the details of Deposit Balance & transactions. Phone Banking Facility (for Queries).

Privilege Account Services ICICI Bank brings the Privilege account services to our Senior Citizen customers. A senior citizen can opt for any of our three Senior Citizen privilege accounts.

Silver Senior Citizen Privilege Account Gold Senior Citizen Privilege Account Titanium Senior Citizen Privilege Account

All the senior citizen account features apply to these accounts along with certain added benefits.

Silver Senior Citizen Account

The Silver Senior Citizen Privilege Account brings to you exclusive benefits, especially created for valuable customers like you.

Enjoy the following additional features on your Silver Privilege Senior Citizen account:

Waiver on charges on Multicity chequebook upto Rs 1 lac per days Free Payable-at-par chequebook Waiver of DD/PO charges for upto Rs.100,000 per day Discount on annual fee for Safe Deposit Lockers Preferential rates for Gold Coins Better rates for Foreign Exchange Service Special Asset deals from time to time

The minimum Monthly Average Balance (MAB) requirement for Silver Savings Account is Rs. 25,000. Non-maintenance of the required MAB in any month attracts a charge as per the following guidelines:

If MAB is between Rs.25,000 and Rs.10,000, charge of Rs.175* per month will be levied If MAB is between Rs 10,000 and Rs 5,000, charge of Rs 250* per month will be levied

If MAB falls below Rs 5,000, charge of Rs.350* per month will be levied

*Waiver of non-maintenance of MAB charges subject to FD of min Rs.1.25 lacs in the same CUST ID

Gold Senior Citizen Privilege Account

The Gold Senior Citizen Privilege Account brings to you exclusive benefits, especially created for valuable customers like you.

Enjoy the following additional features on your Gold Privilege Senior Citizen account:

Free Unlimited Non-ICICI Bank ATM usage Jump Queue facility at branches Free International Gold Debit card with a per day withdrawal / spending limit of Rs. 50,000 Free Payable-at-par chequebook Free Anywhere Banking Waiver of DD/PO charges for upto Rs.100,000 per day Priority processing through ICICI Bank Phone Banking Discount on annual fee for Safe Deposit Lockers Preferential rates for Gold Coins Better rates for Foreign Exchange Service Special Asset deals from time to time

The minimum Monthly Average Balance (MAB) requirement for Gold Privilege account is Rs. 50,000. Non-maintenance of the required MAB in any month attracts a charge* as per the following guidelines:

If MAB is between Rs.50,000 and Rs.25,000, charge of Rs.100* per month will be levied If MAB is between Rs.25,000 and Rs.10,000, charge of Rs.175* per month will be levied If MAB is between Rs 10,000 and Rs 5,000, charge of Rs 250* per month will be levied If MAB falls below Rs 5,000, charge of Rs.350* per month will be levied

*Waiver of non-maintenance of MAB charges subject to FD of min Rs. 2.5 lacs in the same CUST ID

For more information on our Privilege Banking Accounts, click here.

Titanium Senior Citizen Privilege Account

The Titanium Privilege Senior Citizen Account brings to you exclusive benefits, especially created for valuable customers like you. To retain this elite membership of Titanium Privilege , you need to maintain Total relationship value (TRV#) of Minimum 5 lakh.

Enjoy the following additional features on your Titanium Privilege Senior Citizen account:

A dedicated Branch Relationship Manager Priority processing at all ICICI Bank branches and through Customer Care Free international Titanium Debit Card A higher daily withdrawal and spend limit on the Titanium debit card Unlimited free access to any bank's ATM throughout the country Free multi-city cheque book Free physical monthly account statement. Anywhere Banking Complete waiver of Demand Draft / Pay Order charges Special deals on car loans, personal loans and two-wheeler loans Preferential rates for Gold Coins Better rates for Foreign Exchange Service

The minimum Monthly Average Balance (MAB) requirement for Titanium Privilege Account is Rs. 75,000. Non-maintenance of the required MAB in any month attracts a charge* as per the following guidelines:

If MAB is between Rs.75,000 and Rs.50,000, charge of Rs.50* per month will be levied If MAB is between Rs.50,000 and Rs.25,000, charge of Rs.100* per month will be levied If MAB is between Rs.25,000 and Rs.10,000, charge of Rs.175* per month will be levied If MAB is between Rs 10,000 and Rs 5,000, charge of Rs 250* per month will be levied

If MAB falls below Rs 5,000, charge of Rs.350* per month will be levied

*Waiver of non-maintenance of MAB charges subject to FD of min Rs. 3.75 lacs in the same CUST ID

The TRV consists of the following products either singly or jointly:

Balances in bank accounts Fixed Deposits Mutual Funds Bonds / Small Savings Investment portion of Life Insurance policies Alternative Products (Real Estate Funds, Private Equity Funds, Structured Products etc.)

All above investment should be done with ICICI Bank.

Working age group:All the rest of the services are for the working age group.

Target market selection of ICICI Bank

Automobiles Construction Education Transport Retail Trade Travel and Tourism Gems and Jewelries

Positioning

ICICI bank uses the strategy of BENEFIT POSITIONING In this type of positioning most service providers resort too benefit positioning as general psyche of the customer it is to analyses the benefit that he derives by using particular service. ICICI bank offers ATM and internet banking to their customers. Core proposition Hum hain na trust, credibility, total financial solution provider (brought about through its cross selling effort) Brand Positioning Strategies ICICI Lombard: 1) Very Simple Strategy by tapping the rural market against the urban market. 2) Tie ups with various dairy companies and banks. ICICI Prudential: 1) Launching of new policies which guaranteed income at very low risks. 2) Continuation of life insurance policies which offered insurance also in the scenario where there was break in the premium. 3) Feel good factor for the strata of the people nearing retirement. ICICI Home Loan: 1) Higher income savings for people holding high cost loans. 2) Transferring of normal loans to the ICICI home loan. 3) Prepayment on the old loan and processing fee on new loan. 4) Free door to door service.

7 Ps Of Marketing of ICICI Bank

Marketing of services by ICICI bank

1. PRODUCT MIX
A)DEPOSITS: Savings Account: ICICI Bank offers a potheyr packed Savings Account with a host of convenient features and banking channels to transact through, without the stress of waiting in queues. Senior Citizen Services: ICICI understands that a Savings Account needs to do more after one reaches the age of seniority. They have an ideal Savings Bank Service for those who are 60 years and above Fixed Deposits: Safety, Flexibility, Liquidity and Returns. A combination of unbeatable features of the Fixed Deposit from ICICI Bank. Recurring Deposits: Through ICICI Bank Recurring Deposit one can invest small amounts of money every month that ends up with a large saving on maturity. So one can enjoy twin advantages- affordability and higher earnings.
B) INVESTMENTS:

ICICI Bank Tax Saving Bonds Government of India Bonds Investment in Mutual Funds Initial Public Offers by Corporates Investment in "Pure Gold" Foreign Exchange Services Senior Citizens Savings Scheme, 2004

C) ANYWHERE BANKING: ICICI Bank is the second largest bank in the country. It services a customer base of more than 5 million customer accounts through a multi-channel access network. This includes more than 500 branches and extension counters, over 1800 ATMs, Call Centre and Internet Banking. Thus, one can access the various services ICICI Bank has to offer at anytime, anywhere and from anyplace D) LOANS: ICICI Bank offers wide variety of Loans Products to suit the customers requirements. Coupled with convenience of networked branches/ ATMs and facility of E-channels like Internet and Mobile Banking, ICICI Bank brings banking at their doorstep Home Loans Some of the key benefits for HOME LOAN are: Guidance throughout the process Home loan amounts suited to their needs Home Loan tenure up to 20 years Simplified Documentation Doorstep Service Sanction approval without having selected a property. Free Personal Accident Insurance Insurance options for their home loan at attractive premium

Personal Loans Key Benefits of ICICI Bank Personal Loan: Loan up to 15 lacks No security/guarantor required Faster Processing Minimum Documentation Attractive Interest Rates 12-60 Months repayment options

Car Loans ICICI offer loans up to 100% of `on-road' cost on select models, and up to 95% of the ex-showroom price on others. The process for getting a loan involves only a few simple steps and they will tailor-make the loan to suit their needs. 1. Loan on Phone for Customers: If you are an ICICI Bank customer, Go for a pre-approved car loan. Call Customer Care numbers or sms "carloan " to567676. 2. Loan on the Strength of Their Income: Submit income proofs as required and avail of finance up to 100% of the `on-road' cost of the car!* 3. Loan in the absence of Income Proof: ICICI offer car loan for customers without income proof on producing the bank statement, loan repayment track record, etc. 4. Car Loans with Fixed and Floating Interest Rates: ICICI Bank now offers new car loans with both fixed and floating interest rate options. The customer can opt for fixed interest rate or floating interest rate for taking a car loan from ICICI Bank according to his/her discretion. Farm Equipment Loans Preferred financier for almost all leading tractor manufacturers in the country. Financing farm equipments in over 381 locations spread across the country. Fast processing of files with easy documentation. Flexible repayment options in tandem with the farmer's seasonal liquidity. Monthly, Quarterly and Half-yearly repayment patterns to choose from. Comfortable repayment tenures from 1 year to 6 years. Loan against Property Loan against Property is the perfect way to unlock the hidden value of their property. With this loan, you can fully benefit from life's little surprises you may have earlier passed over due to lack of funds. Live their dreams with a This multi-purpose loan puts funds at their disposal to use as you wish. This loan is available at a reasonable rate and can be repaid comfortably over as many as 15 years. The ICICI Bank's Loan against Property can be used for any purpose.

Expand their business - No longer do you have to stifle their creative ideas. With funds at their disposal, you can now expand their business without hesitation. ICICI helps you to meet all their expenses with ease-when you take an ICICI Bank Loan against Property. Send their child for higher studies - Education is the cornerstone of their family's progress. With a Loan against Property, you can empathy their son or daughter to grow into an outstanding achiever.

Get their child married - Put aside all their monetary worries and celebrate their childs their wedding with pomp and splendor. Meet all their expenses with easewhen you take an ICICI Bank Loan Against Property. Farmer Finance Providing finance to the farmer for his various needs of inputs and consumption in the form of crop loans, dairy loans and loans for allied activities to agriculture like irrigation etc. for input needs and auto loans (two, three and their wheeler) and personal loans for consumption needs. The customer can also avail of working capital term loan for setting up a poultry project. Flexible repayment pattern and tenure to align to the cash flow of the customers. Rural Education Loan ICICI Bank Rural Educational Institution Finance (REI) caters to the need of privately runs Educational Institution based out of Rural, Semi Urban and outside city limit locations. The product is designed to cater to the specific needs of the education institutions. New products and features in the existing product are introduced based on regular customer feedback. E) CARDS: ICICI Bank offers a variety of cards to suit different transactional needs of customers. This includes Credit Cards, Debit Cards and Prepaid cards. These cards offer convenience during financial transactions like cash withdrawal, shopping and travel. These cards are widely accepted both in India and abroad.

Credit cards ICICI Bank Credit Cards offer a smart way to shop, along with flexibility and convenience in managing their finances. Choose from a wide range of credit cards designed to cater to their specific lifestyle requirements.

Commercial cards ICICI Bank Commercial Cards have been designed as payment solutions for large & mid-sized organizations. A widely accepted concept internationally, Commercial Cards help to better streamline payment processes & thus increase efficiencies. Business Card The ICICI Bank Business Card is aimed at SMEs as an enabler for their business. The Business card is a smart alternative to cheques, cash, and personal credit cards. With its purchasing convenience, cost savings, available credit, and detailed reporting facilities, the ICICI Bank Business Credit Card offers what their business needs to stay on top. Travel Card Presenting ICICI Bank Travel Card. The hassle free way to Travel the world. Traveling with US Dollar, Euro, Pound Sterling or Swiss Francs; Looking for security and convenience; take ICICI Bank Travel Card. Issued in duplicate. Offers the Pin based security. Has the convenience of usage of Credit or Debit card. Debit Cards The ICICI Bank Debit Card is a revolutionary form of cash that allows customers to access their bank account around the clock, around the world. The ICICI Bank Debit Card can be used for shopping at more than 3.5 Lakh merchants in India and 24 million merchants worldwide.

F) DEMAT SERVICES: ICICI Bank Demat Services boasts of an ever-growing customer base of over 7 lacs account holders. In their continuous endeavor to offer best of the class services to customers they offer the following features: E-Instructions: Transfer securities 24 htheirs a day, 7 days a theyek through Internet & Interactive Voice Response (IVR) at a lotheyr cost. Digitally Signed Statement: Corporate Benefit Tracking: Mobile Request: Mobile Alerts:

G) MOBILE BANKING: With ICICI Bank, banking is no longer what it used to be. ICICI Bank offers Mobile Banking facility to all its Bank, Credit Card and Demat customers. ICICI Bank Mobile Banking enables you to bank while being on the move. ICICI Bank Mobile Banking can be divided into two categories of facilities: Alert facility: The ICICI Bank Mobile Banking Alert facility informs you promptly of the significant transactions in their accounts. It keeps you updated wherever you go. H) NRI SERVICES: ONLINE MONEY TRANSFER facility available to NRIs worldwide through www.money2India.com at the click of a button! Benefits: FREE Money transfers into accounts with over 30 banks in India Demand Drafts issued and payable at over 1250 locations in India ONLINE Tracking of the status of their funds SUPERIOR Exchange rates OFFLINE MONEY TRANSFER facility is also available across geographies through

2. PRICING MIX:
The pricing decisions or the decisions related to interest and fee or commission charged by banks are found instrumental in motivating or influencing the target market. The RBI and the IBA are concerned with regulations. The rate of interest is regulated by the RBI and other charges are controlled by IBA. The pricing policy of a bank is considered important for raising the number of customers vis--vis the accretion of deposits. Also the quality of service provided has direct relationship with the fees charged. Thus while deciding the price mix customer services rank the top position. The banking organizations are required to frame two- fold strategies. First, the strategy is concerned with interest and fee charged and the second strategy is related to the interest paid. Since both the strategies throw a vice- versa impact, it is important that banks attempt to establish a correlation bettheyen two. It is essential that both the buyers as well as the sellers have feeling of winning.

3. PLACE MIX:
This component of marketing mix is related to the offering of services. The services are sold through the branches. The 2 important decision making areas are: Making available the promised services to the ultimate users Selecting a suitable place for bank branches. The number of branches OF ICICI: 1900 in India and 33 in Mumbai. LOCATION OF BRANCH: Palm Ctheirt, Ram Maruti Road, Naupada, Thane (W).

LOCATION OF ATMS: ICICI Bank has more than 25 ATMs in Thane and has been steadily installing ATMs at new locations for the convenience of the users. The following are the ICICI ATMs in Thane. GREEN ACERS VIJAY NAGARI RAMCHANDRA NAGAR ADDICHA TOTHEYRS SHREEJI ARCADE VARTAK NAGAR BRANCH VASANT VIHAR GHODBUNDER ROAD GOKHALE ROAD HAPPY VALLEY, THANE KALWA NAKA PANCHPAKHADI The selection of a suitable place for the establishment of a branch is significant with the view point of making place accessible. The safety and security provisions should be Convenient to both the parties, such as the users and the bankers

4. PROMOTION MIX: The different components of promotion help bank professionals in promotion the banking business. Advertising: Television, radio, movies, theatres. ICICI uses this component of the promotion mix with the motto of informing, sensing and persuading the customers. The advertising professionals bear the responsibility of making the appeals, slogans, messages more creative. Print media: Hoardings, newspaper, magazines. There are a number of devices to advertise, such as broadcast media, telecast media and the print media Publicity: road shows, campus visits, Sponsorship Sales promotion: Gifts, discount and commission, incentives, etc. ICICI also thinks in fav their of promotional incentives both to the bankers as well as the customers. The banking organizations make provisions for incentives Personal selling: Cross-sale (selling at competitors place),personalized Service. The personal selling is found instrumental in promoting the banking business. It is just a process of communication in which an individual exercise his/her personal potentials, tact, skill and ability to influence the impulse buying of the customers. Since ICICI gets immediate feedback, the personal selling activities energies the process of communication very effectively. Telemarketing: ICICI one sterile Call center

5. PROCESS MIX:
Flow of activities: All the major activities of ICICI banks follow RBI Guidelines. There has to be adherence to certain rules and principles in the banking operations. The activities have been segregated into various departments accordingly. Standardization: ICICI bank has got standardized procedures got typical transactions. In fact not only all the branches of a single-bank, but all the banks have some standardization in them. This is because of the rules they are subject to. Besides this, each of the banks has its standard forms, Customization: There are specialty counters at each branch to deal with customers of a particular scheme. Besides this the customers can select their deposit period among the available alternatives. Number of steps: Numbers of steps are usually specified and a specific pattern is follotheyd to minimize time taken. Simplicity: In ICICI banks various functions are segregated. Separate counters exist with clear indication. Thus a customer wanting to deposit money goes to deposits counter and does not mingle elsewhere. This makes procedures not only simple but consume less time. Besides instruction boards in national boards in national and regional language help the customers further. Customer involvement: ATM does not involve any bank employees. Besides, during usual bank transactions, there is definite customer involvement at some or the other place because of the money matters and signature requires.

6. PHYSICAL EVIDENCE:
Physical evidence is the material part of a service. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues. There are many examples of physical evidence: Internet/web pages Paperwork Brochures Furnishings Business cards The building itself (such as prestigious offices or headquarters)

scenic

The physical evidences also include signage, reports, punch lines, other tangibles, employees dress code etc. Signage: each and every bank has its logo by which a person can identify the company. Thus such signage is significant for creating visualization and corporate identity. Financial reports: The Companys financial reports are issued to the customers to emphasis or credibility. Tangibles: bank gives pens, writing pads to the internal customers. Even the passbooks, chequebooks, etc reduce the inherent intangibility of services. Punch lines: punch lines or the corporate statement depict the philosophy and attitude of the bank. Banks have influential punch lines to attract the customers. Employees dress code: ICICI bank follows a dress code for their internal customers. This helps the customers to feel the ease and comfort.

7. PEOPLE:
All people directly or indirectly involved in the consumption of banking services are an important part of the extended marketing mix. Knowledge Workers, Employees, Management and other Consumers often add significant value to the total product or service offering. It is the employees of a bank which represent the organization to its customers. In a bank organization, employees are essentially the contact personnel with customer. Therefore, an employee plays an important role in the marketing operations of a service organisation. To realize its potential in bank marketing, ICICI is conscious in its potential in internal marketing - the attraction, development, motivation and retention of qualified employeecustomers through need meeting job-products. Internal marketing paves way for external marketing of services. In internal marketing a variety of activities are used internally in an active, marketing like manner and in a coordinated way. The starting point in internal marketing is that the employees are the first internal market for the organization. The basic objective of internal marketing is to develop motivated and customer conscious employees. A service company can be only as good as its people. A service is a performance and it is usually difficult to separate the performance from the people. If the people dont meet customers' expectations, then neither does the service. Therefore, investing in people quality in service business means investing in product quality. ICICI understands the needs of customers and therefore it is leveraging technology to service customers quickly and conveniently. ICICI aims at Providing and enabling favorable environment to foster growth and learning for their employees

Maintaining the service quality

1. Bank believes in quality service rather than quantity of service. 2. The officials employed are very much enthusiastic about their job. 3. The officials try to make best relation with the customers. 4. There is separate counter for NRI services. 5. The limit of cash vault is Rs. 10, 00,000 for a day. 6. The registers and files are maintained on a daily basis. 7. The registers are maintained in a well organized manner. 8. The marketing strategy of the bank is very attractive. 9. The bank always tries to attract customers with innovative offers.

Complaint Handling
It is ICICI Banks policy to ensure that: All customers are treated fairly at all times. Any complaints raised by customers are dealt with courtesy and on time. Customers are fully informed of their rights to alternative remedy if they are not fully satisfied with the response of the Bank to their complaint. All complaints will be treated efficiently and fairly. The bank will work continuously towards providing quality service to its customers. The bank will always act in good faith and without prejudice to the interest of the customer. The banks Complaint Handling Process will be available to customers on request. The bank shall also ensure that all employees concerned will be informed about the Complaint Handling Process and its subsequent updates. 1. Complaint Definition: Any expression of dissatisfaction about a product or service that is not resolved at the first point of contact is a complaint. 2.Multi-channel customer service strategy: The banks customer service strategy is to enable customers to avail of services through multiple channels. The various channels available to customers for redressal of issues are as follows: i. Customer Care: Customers can contact our Customer Care officers through phone for redressal of issues. ii. Branch: Customers can walk into any ICICI Bank branch and speak with branch officials for resolution of their issues.

iii. E-mail Retail customers can e-mail their issues to customer.care@icicibank.com and corporate customers can send an e-mail to corporatecare@icicibank.com. iv. Customers may send a letter to: ICICI Bank Limited ICICI Bank Phone Banking Centre P. O. Box No. 20 Banjara Hills P. O. Hyderabad 500 034 India v. Internet Banking: Customers can write to Accounts Manager, which is available after logging in to their accounts through our Internet Banking. vi. Escalation: If a customer is not satisfied with the resolution provided through these channels, he can ask for the contact details of senior officials and can escalate the issue to them. Complaint plaques providing details of the Regional Manager Branch Banking are put up in every branch. Customers who are dissatisfied with the services provided to them can contact the Regional Manager. If the customers issue is not resolved even after contacting various complaint resolution channels, he/she can write to the Head Customer Service Quality at: Head Customer Service Quality ICICI Bank Ltd Bandra Kurla Complex Mumbai 400053 Or send an e-mail to: headservicequality@icicibank.com

3. Process Improvements: The complaints would essentially provide valuable insight into weaknesses within the banks internal processes and procedures (including automated processes) that have a negative impact on the banks ability to conduct its business efficiently and successfully. The bank has institutionalized a detailed multi-step process of Root Cause Analysis for escalated complaints to: Identify and extract issues that concern the customer Obtain feedback from units who interacted with the customer i.e. branch and Customer Care Map processes of handling the issue, determine if the current process is followed optimally Identify root causes of complaints and erring units, if any Initiate process changes, if required Track the impact of process changes.

Webliography

www.google.com www.icicibank.com www.wikipedia.com www.onpaper.com