Customer Centricity

Customer Experience Framework

Customer centricity is at the fulcrum of all our efforts to provide customer-delight at every stage of our interaction. This is enabled by an approach of developing deep understanding of customer needs, expectations and experiences, and translating into products and solutions that offer a holistic banking experience, and beyond. The approach is to take the entire bank to the customer and offer solutions that meet the needs of the customer and their ecosystems.

ICICI Bank lays strong emphasis on serving customers with transparency and offering suitable banking solutions, while maintaining stringency in counterparty selection.

Customer Service and Grievance Redressal

The Bank has a well-defined framework to monitor key customer service metrics and complaints. The Customer Service Committee of the Board meets regularly to review customer service initiatives, oversee the functioning of the Standing Committee on Customer Service (Customer Service Council) and evolve innovative measures for enhancing the quality of customer service and improve the overall satisfaction level of customers.

The Bank considers customer complaints as important feedback to learn from and improve. The endeavour is that every expression of customer dissatisfaction is worked upon at design level and permanent resolutions are provided. The Bank tries to capture all complaints received at any of the channels of customer interaction and has implemented a well-defined and comprehensive grievance redressal mechanism, with clear turnaround times for providing resolution to customers. The Bank provides multiple channels to customers to complain and express grievances. These include the branch, call centre and digital channels. All complaints received by the Bank are recorded in a Customer Relationship Management (CRM) system and tracked for end-to-end resolution. The Bank has an escalation matrix built in the CRM system to ensure that customer requirements are appropriately addressed within stipulated timelines. The Bank also conducts detailed Root Cause Analyses (RCAs) of the issues highlighted in customer feedback, complaints, etc. and insights from the same are implemented to improve delivery of products, strengthen processes and enhance services of the Bank.

As recommended by the Reserve Bank of India, the Bank has appointed senior retired bankers as Internal Ombudsmen. Further, the Bank has set up a Customer Communication & Response Committee (CCRC) to manage customer communication and responsiveness of the Bank in case of system incidents. CCRC has representation from relevant stakeholder groups including customer service, retail business channels, technology, corporate brand and communications, risk, credit monitoring, etc. The key roles and responsibilities of the CCRC include assessing the impact of the system incident across channels and customer segments and deciding on whether to communicate, what to communicate, how to communicate and whom to communicate to. Also, in case of planned system downtime, customer communication is carried out by the channel teams within the Bank.

The Bank’s 'Customer Rights Policy' enshrines the basic rights of customers. The policy can be accessed on the Bank’s website.