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CRMnext to help ICICI Group revamp consumer strategy

Noida-based company to consolidated CRM across ICICI group companies on its platform

Itika Sharma Punit  |  Bangalore 

Noida-based information technology product company has secured the mandate to consolidate ICICI Group’s customer relationship management (CRM) strategy on its platform. As part of the deal, would first transform and consolidate the practices of ICICI Bank, followed by those of ICICI Prudential. Other group such as ICICI Prudential AMC and ICICI Lombard also come under the ambit of the contract.

is a model for managing a company’s interactions with customers. It involves the use of technology to organise, automate and synchronise operations such as sales, marketing, customer service and technical support.

has been investing in various platforms and now they want to bring all of that to a single CRM platform like us, thereby connecting all the branches, various sales channels and the call centre channels to a single channel. Essentially, what they are doing is using a unified CRM platform,” Nishant Singh, chief executive of CRMnext, said.

Currently, ICICI Bank uses different CRM practices across various channels; consolidation would ensure increased productivity and reduced time and costs. would implement its offering at ICICI Bank through the next 18 months, in three six-month phases, Singh said. The first phase would involve about 40,000 seats across 3,300 branches. After the contract is effected, about 80 per cent of ICICI Bank’s CRM would be consolidated on CRMnext’s platform. The bank’s foreign branches and foreign subsidiaries also come under the ambit of the contract.

“Essentially, at the end of these 18 months, there would be a faster, more responsible and a leaner organisation in terms of productivity,” Singh claimed. “We have already started working with other group and over the next 18 months, you will see most group adopting us. Every business will determine its strategy and according to their strategy, they will decide how much of their partnership would come to us.”

First Published: Tue, September 17 2013. 23:26 IST