Abstract

ICICI bank realized that though it held a substantial share in the credit card business, in the race for increasing numbers, it had not concentrated on quality of customer service. This caselet discusses the use of process improvement, technology and promotional measures by ICICI to improve customer service levels in the credit card segment.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Impact of poor customer service in credit cards Industry
• Use of technology to deliver better customer service
• and Promotional schemes as a customer service tool.

Keywords

ICICI Bank, Credit Cards, Co-Branding, Customer Service, Attrition, Technology, Rewards