Summer Internship Project In

AIM:- TO Study Customer Relationship Management and Marketing strategies in Axis Bank with reference to Priority Segment customers

Institute of Management & Research (A Institution of Itm group)

SUBMITTED BY Swarup M. Deshbhratar MBA 3rd semester

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INTRODUCTION TO AXIS BANK

Axis Bank was the first of the new private banks to have begun operations in 1994, after

the Government of India allowed new private banks to be established. The Bank was promoted jointly by the Administrator of the specified undertaking of the Unit Trust of India (UTI - I), Life Insurance Corporation of India (LIC) and General Insurance Corporation of India (GIC) and other four PSU insurance companies, i.e. National Insurance Company Ltd., The New India Assurance Company Ltd., The Oriental Insurance Company Ltd. and United India Insurance Company Ltd

Axis bank was previously known As UTI bank and was coined as axis bank for some strategies made in favour of bank.

INTRODUCTION :
The Bank's Registered Office is at Ahmedabad and its Central Office is located at Mumbai. The Bank has a very wide network of more than 1281branches (including 169 Service Branches/CPCs as on 31st March, 2011). The Bank has a network of over 6270 ATMs (as on 31st March, 2011) providing 24 hrs a day banking convenience to its customers. This is one of the largest ATM networks in the country. The Bank has strengths in both retail and corporate banking and is committed to adopting the best industry practices internationally in order to achieve excellence. The Axis bank is the most Customer friendly bank after Corporation bank in current scenario amongst the other private bank.

7Ps Framework Of Axis Bank :Once the marketing strategy is developed, there is a "Seven P Formula" that should be used to continually evaluate and reevaluate your business activities. These seven are: Price

Promotion
Product Place Process Positioning People
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What Is Priority Banking?

A service that would ensure not only the highest level of priority but also

preferential treatment to selected customers.Priority Banking is a preferential banking experience for Customers.
At Axis bank, we firmly believe in relationships lasting beyond mere

transactions. Alongwith providing preferential banking services, bank also strive to form long term bond of trust and satisfaction with customers.
Thats why it brings axis bank priority, A preferential banking experienceFor selected customers

PRIORITY PRODUCTS / SERVICES

Platinum Debit Card Sleep in piece (SIP Mutual Fund Insurance 1. LI 2. GI Lockers Gold Coin
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FEATURES/ CHARACTERISTICS OF PRIORITY

Personalised services through a relationship team Preferential recognition across branches 3 Complementary Zero Balance a/c for family members. Personalised cheque book with unlimited at par facilities Complementary Anywhere Banking Access to Premium Branches & Lounges wherever present , at Axis Bank

No Average Quarterly Balance charges on Savings account

Preferential Pricing Across Banking Services Home Banking
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CRM IN AXIS BANK

Customer Relationship management is a comprehensive strategy and process of acquiring, retaining and partnering with selective customers to create superior value for the company and the customer. Privatization opened up the Indian banking sector, allowing a large number of players to offer retail banking services in the country. Using the latest technologies, AXIS Bank introduced quality services to enhance the banking experience of its customers. As the services stack expanded, supporting customers became a challenging task. Efficient service and timely support were the deciding factors for customers to remain loyal to any particular bank, which brought Customer Relationship Management (CRM) into sharp focus. AXIS Bank wanted to establish itself as a customer focused bank and carve a niche for itself amidst the widespread competition. Setting up a state of the art call center facility that could provide quality support to customers across the country became vital to further this goal. The call center was expected to eliminate the load of routine queries that branch operators had to handle.
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Learning & Experiences:While doing SIP in Axis Bank I had undergone continuous learning about the working in Axis Bank & Also Individual Role played by RM of Priority Banking in Axis Bank about lead generation and routine work..

HOW TO GENERATE LEADS FOR PRIORITY ACCOUNTS ? Customer references Cold calls

Promotional Activities
KNOPS & ROADSIDE EVENTS

Extra Efforts Undertaken in SIP :While woking on SIP in Axis Bank I had undergone some extra work in term of A Research Market Survey On Bankin and Financial experiences of People with one of my colleague in Koradi Area. The Research survey was done in order to capture the need of customer & to capitalise on them by providing their solutions through axis bank. This Research Survey has benifited to know & identify the needs of customer and to provide them solutions and which automatically resulted in some generation of leads in Prime Banking.

This survey has resulted to create data of customers in terms of adress & phone contacts and which was resulted in getting 3 customers for Prime Banking 2 of which were interested in opening current a/c with Axis Bank & 1 was looking to open saving a/c in order to take advantage of Axis Bank Titanium Debit Card.

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CONCLUSION :Priority is a Polished Product Provided by AXIS Bank Purely in Favour of customers for those who are unable to take financial decisions , planning & investments.
In Axis Bank, PRIORITY Services are based on Relationship established between Customer and Bank itself . In Priority, Axis Bank mainly deals with empowering customer relation with bank and hence basis of success of priority services Is better CUSTOMER RELATIONSHIP MANAGEMENT. Axis bank Priority services is preferential Banking experience for the customer who are irritated of banking uneasiness. Axis Bank Priority opens all the barrier and provides easiness to customer to enjoy all the banking services without being in any discomfort. In This Way Axis Bank Priority is Genuinely and Truly a customer based product, which is actually meant or brought into existence by Axis Bank For The Customer to Feel Like a Family and to Enjoy all the benefits.
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