ICICI Bank

The Banker has selected ICICI Bank in India for its successful multi-channel strategy, combining traditional banking channels with innovative alternative channels to overcome geographic spread and underdeveloped communications infrastructure.

ICICI Bank initiated the ‘clicks and bricks’ approach in India. Acknowledging varying customer needs between India’s states and social strata, the bank developed the Infinity Banking concept as a way of making banking accessible for all. The concept recognised customers’ growing desire for convenience in accessing accounts and transacting with the bank. While for some customers a branch is more convenient, others find it easier to use the internet or telephone banking.

ICICI Bank boasts an extensive branch network and has pioneered the staffless branch concept, allowing customers who visit unmanned branches to talk directly to customer advisers through a video link. Its innovative internet channel offers a live chat facility to enable customer enquiries and mobile balance updates are also available. The bank has one of the largest call-centres in India supporting the operations. For selling of mortgage and insurance products, the bank uses direct sales agents and alliances with manufacturers and dealers.

With 1700 ATMs across the country at branch and off-branch sites, ICICI Bank boasts the largest ATM network in India. Its investment to include Braille and voice-enabled ATMs for blind and illiterate customers is truly commendable.

As a result of its perceptive branch strategy, ICICI Bank has acquired more than five million internet, mobile and telephone banking customers.

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