$1.$ CASE STUDY: ICICI Credit Cards $-$ Improving Customer Service

In $2004,$ ICICI Bank was the second largest private commercial Bank in India with about $470$ branches and $1800$ ATMs. It provided a multitude of banking and financial services, namely banking, credit cards, loans, investments, NRI services and so on$.$

In the same period, its credit card division was ranked second, having about $2\mathrm{.}4$ million customers. The bank offered various categories of credit cards such as Premium $($Solid Gold, Amex Gold$),$ Classic $($Sterling Silver, American Express Green, Mini, Easy Deposit$-$Gold and Silver$).$ They also introduced value for money cards, affinity cards and co$-$branded cards as part of their customer relationship strategy...

Questions for Discussion:

$1.$ By concentrating on the numbers game, ICICI lost out on quality of customer service. Highlight the various measures taken by the bank to retain its customers.

$2.$ Increased usage leads to more spending on credit cards. Do you think ICICI bank was able to leverage this factor and build customer relationship and loyalties?

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