AXIS BANK

Axis Bank is the fifth-largest Indian bank offering a wide assortment of financial products.
The bank has its head office in Mumbai, Maharashtra. It has 4,050 branches, 11,801 ATMs
and 4,917 cash recyclers spread across the country as of 31 March 2019 and nine
international offices. The bank employs over 55,000 people and had a market capitalization
of ₹1.31 trillion (US$18 billion) (as on 31 March 2018). It sells financial services to large and
mid-size corporates, SME and retail businesses.
As of 30 June 2016, 30.81% shares are owned by promoters and promoter group (United
India Insurance Company Limited, Oriental Insurance Company Limited, National Insurance
Company Limited, New India Assurance Company Ltd, GIC, LIC and UTI). The remaining
69.19% shares are owned by mutual funds, FIIs, banks, insurance companies, corporate
bodies and individual investors among others.
The bank was founded in December 1993, as UTI Bank, opening its registered office in
Ahmedabad and corporate office in Mumbai. UTI Bank began its operations in 1993, after
the Government of India allowed new private banks to be established. The bank was
promoted in 1993 jointly by the Administrator of the Unit Trust of India (UTI-I),[10] Life
Insurance Corporation of India (LIC), General Insurance Corporation, National Insurance
Company, The New India Assurance Company, The Oriental Insurance Corporation and
United India Insurance Company. The first branch was inaugurated on 2 April 1994 in
Ahmedabad by Dr. Manmohan Singh, the then finance minister of India.

In 2001 UTI Bank agreed to merge with Global Trust Bank, but the Reserve Bank of India
(RBI) withheld approval and the merger did not happen. In 2004, the RBI put Global Trust
into moratorium and supervised its merger with Oriental Bank of Commerce.

In 2003, UTI Bank became the first Indian bank to launch a travel currency card.[11][12] In
2005, it was listed on London Stock Exchange.[13]

UTI Bank opened its first overseas branch in 2006 in Singapore. That same year it opened a
representative office in Shanghai, China. In 2007, UTI Bank opened a branch in the Dubai
International Financial Centre and branches in Hong Kong. In 2008, it opened a
representative office in Dubai.[14]

With effect from 30 July 2007, UTI Bank changed its name to Axis Bank.
In 2019, Amitabh Chaudhry takes over as the MD & CEO from 1 January.
SERVICE:
Axis Bank operates in four segments:
Treasury operations, Retail banking, Corporate/Wholesale banking and other banking
business.

 Treasury operations: The Bank’s treasury operation services include investments in

sovereign and corporate debt, equity and mutual funds, trading operations,
derivative trading and foreign exchange operations on the account, and for
customers and central funding.
 Retail banking: In the retail banking category, the bank offers services such as
lending to individuals/small businesses subject to the orientation, product and
granularity criterion, along with liability products, card services, Internet banking,
automated teller machines (ATM) services, depository, financial advisory services,
and Non-resident Indian (NRI) services.
 Corporate/wholesale banking: The Bank offers to corporate and other organizations
services including corporate relationship not included under retail banking,
corporate advisory services, placements and syndication, management of public
issues, project appraisals, capital market related services and cash management
services.
 NRI services: Products and services for NRIs that facilitate investments in India. 
Business banking: The Bank accepts income and other direct taxes through its 214
authorized branches at 137 locations and central excise and service taxes (including
e-Payments) through 56 authorized branches at 14 locations.
 Investment banking: Bank’s Investment Banking business comprises activities
related to Equity Capital Markets, Mergers and Acquisitions and Private Equity
Advisory. The bank is a SEBI-registered Category I Merchant Banker and has been
active in advising Indian companies in raising equity through IPOs, QIPs, and Rights
issues etc. During the financial year ended 31 March 2012, Axis Bank undertook 9
transactions including 5 IPOs and 2 Open Offers.
 Lending to small and medium enterprises: Axis Bank SME business is segmented in
three groups: Small Enterprises, Medium Enterprises and Supply Chain Finance.
Under the Small Business Group a subgroup for financing micro enterprises is also
set up. Axis bank is the first Indian Bank having TCDC cards in 11 currencies.
 Agriculture banking: 759 branches of the Bank provide banking services, including
agricultural loans, to farmers. As on 31 March 2013, the Bank’s outstanding loans in
the agricultural sector was INR 148 billion, constituting 7.5% of its total advances.

CRM at Axis involves increased communication between the bank and its present and
prospective customers. Its philosophy focuses on each and every customer’s satisfaction.
CRM facilitated coordination of multiple business functions & multiple channel of
communication with the customers to carry out customer management more efficiently. It
also automated the process flow tracking in the product sales process and helped generate
customized reports and promote cross-selling.

CRM STRATEGIES IN AXIS BANK

1. Customer care department or centers: The Axis customer care department is the
department which handles all customer queries, suggestions, feedback and complaints if
any. Customers can also find out all the newly introduced financial products and services by
calling here. The Axis customer care centers are spread across the country in places like
Delhi, Gurgaon, Mumbai, Bangalore, Ahmadabad, Chennai, Pune, Hyderabad, Kolkata, etc.
This department works in a 24x7 work environment so that the customers can contact the
bank at any time in case of any problem.
2. Axis Customer Care Phone Number: The customer care numbers of Axis can provide great
help to the users as they can enquire about their problems from the customer care
department. Also Axis ensures that there is availability of well qualified professionals in
order to satisfy customers and give appropriate solutions to their queries.
3. Axis Customer Care Toll Free Number: The 1-800-103-5577 This number remains a toll
free number if contacted from anywhere in India from a MTNL or a BSNL landline phone.
NRI phone customer care toll free numbers of the Axis for Lost Credit Cards are: 1-800-233-
5577 1-800-209-5577
4. Banking service: NRI / Other customers can access services of phone banking from
outside India by dialing +91 22 27648000.
5. Blocking of debit cards:
For blocking of Debit cards or prepaid cards, the 24 hour emergency number is +91 22
67987700 6. Axis customer care SMS Service: One can also send them an SMS on their
number 5676782 or 9717000002. The customer care executive of the bank would either call
you up or reply your query.
7. Axis Customer Care e-mail Service: Contact customer.services@axisbank.com ,for Credit
Card Related issues Contact debit.card@axisbank.com ,for Debit Card Related queries
Contact mobile.banking@axisbank.com ,for Mobile Banking queries Contact
nricell@axisbank.com for NRI Related queries.
IMPLEMENTING CRM AT AXIS:
The key to implementing CRM was in understanding organization and customers in a better
way. There are five interrelated areas that were taken care of before implementing CRM: -

 Business Focus
 Organizational Structure
 Business Metrics
 Marketing Focus and Technology
Business Focus:
There are various components of CRM like customer information, sales, marketing trends
and marketing efficacy that acted in tandem to improve relationship between AXIS and its
consumers. AXIS captured customer data and analyzed them while dealing with customers
at these very touch points. A CRM solution from Siebel was implemented for the
automation of customer handling in all key retail products of the Group. The solution allows
customer service agents to track all customer complaints and requests. It also allows target
setting and centralized tracking of turnaround times for request fulfillment. The solution
went live in phases during fiscal 2002. The Bank has also undertaken a retail data warehouse
initiative to achieve customer integration at the back-office. This central view of the total
customer relationship is being used extensively for identifying opportunities to cross-sell
new products and services to the existing customer base.
Technology Focus: AXIS Bank continues to leverage ICT2 as a strategic tool for its business
operations to gain competitive advantage. Its technology strategy emphasizes enhanced
level of customer services through 24x7 availability, multi-channel banking and straight
through processing, and cost efficiency through optimal use of electronic channels, wider
and focused market reach and opportunities for cross-selling. The Technology Management
Group (TMG) is the focal point for the AXIS Group’s technology strategy and Group-wide
technology initiatives. This group reports directly to the Managing Director & CEO.A key to
AXIS’s success has been its ability to harness business information to CRM initiatives that
have fueled growth and helped attract more than 30 million customers. The foundation for
AXIS Bank’s wide-ranging CRM programs is a Sybase IQ-based data warehouse. Developers
had used a combination of PL/SQL and BTEQ scripting, a proprietary technology specific to
the data warehouse, for data extraction, transformation, and loading (ETL). With its growing
customer base, IT administrators recognized that the bank needed a more powerful,
sophisticated data integration system to help ensure the warehouse lived up to its potential
as an analytic CRM engine that delivered tangible bottom-line results. To step up to the next
level of data integration, AXIS Bank officials agreed with are commendation from Teradata’s
professional services division, which provided systems integration support for the data
warehouse, to implement the Informatics Power Center enterprise data integration
platform. (The Bank initially used Teradata as its data warehouse platform and migrated to
Sybase IQ a year ago.) AXIS Bank deployed Power Center in 2003 as it embarked on the next
phase of its warehouse, which would add data from five new sources, in addition to the
initial three sources of retail banking, credit cards, and securities information. The next step
in the CRM implementation process was gap analysis which essentially is assessing different
loopholes in: -

 Marketing, sales and service practices

 Collection, capture, processing and deployment of customer information Distribution and

operations effectiveness at customer touch points.