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INTRODUCTION OF TOPIC
TOPIC
To make comparative analysis of Customer Relationship Management with respect to
Recurring Deposit Account of SBI and ICICI.
INTRODUCTION
Aim of Customer Relationship Management is to produce Customer Equity. Three major
drivers of customer equity are:
1. Value Equity: This measures the customer perception about benefits relative to its cost.
The sub drivers of value equity are quality, price and convenience.
2. Brand Equity: Customer subjective and intangible assessment of the brand beyond the
objectively perceived value. The sub drivers are customer brand awareness, customer
attitude towards the brand, customer perception of brand ethics
3. Relationship Equity: Customers tendency to stick to the brand above and beyond the
objective and subjective assessment of its worth .Sub drivers of relationship equity
includes loyalty programs, community building programs and knowledge building
program.
BASIS OF COMPARISONS
With the aim to make comparative analysis between the two Banks with respect to
Recurring Deposit facilities, is done considering following factor:
Dissatisfaction level of customer
Reinforced customer
Convenience
Benefit and facility
Increase in customer revenue
Customer-Product profitability analysis is to compare the most profitable segment for the
bank.
INTRODUCTION OF CRM
INTRODUCTION
CRM is a set of strategies, processes, metrics, organizational culture and
technology solutions that enhance an organizations ability to see the
differences in its customers and prospects behavior and needs, track new
opportunities to betterserve their customers and act, instantly and profitably,
on those differences and opportunities. Recently CRM has taken a center
stage in the business world with businesses concentrating on saving money
and increasing profits by redefining internal processes and procedures. It
costs a company dramatically less to retain and grow an existing client, than
