India ICICI Bank from the case to see how the marketing point of contact.docVIP

 PAGE \* MERGEFORMAT 7 India ICICI Bank from the case to see how the marketing point of contact ICICI BANK full name of the bank ICICI Bank. It is India’s second largest bank and largest private bank, largest after State Bank of India (SBI. ended December 31, 2007, the total assets of about $ 96,000,000,000 . The bank has 955 branches in India, 3,687 were ATM machines, with the Ministry of landlines 1,500 call center and financial services to more than 500 million Internet users, and has offices in 17 countries. Only 100,000 customers in the development of after 3 years to 550 million customers, to now has grown to become India’s second largest bank. The bank what is the secret of success? Significant increase in the number of customers, what is the secret? At the time, the retail financial sector in India has been the foreign banks, especially the elite customer market is Citibank, GE Capital (GE Capital and other banks rule. But only about 50 ICICI Bank branches, the bank decided to not only rely on these branches as the only distribution network. ICIC Bank decided to target the growing middle class market, research the various banks and the middle class point of contact for multi-channel operation. First of all, ICICI Bank, through various customer touch points of study, they all fall into three categories contact point (remote, face to face, self-help and 27 points, and the impact of these contacts, corporate control of force, operating costs , knowledge and adoption rate (the rate of adoption and future competitors, trends were analyzed. Point of contact during the analysis, ICICI Bank has found that for most customers, branch offices will become a secondary distribution channel, while, ICICI decided to ATM, Internet banking, phone banking, direct agents and various agencies point of contact on several types of investments. ATM: In order to compete and increase market share, ICICI Bank decided to establish a wide range of automatic teller mach