The Bank continues to build seamless customer journeys, focus on process reimagination and further strengthen delivery through digital platforms to enhance customer delight, efficiency and resilience.
In fiscal 2025, the Bank continued to focus on making customer journeys frictionless and delivering customer delight by placing the customer at the centre of every design and process reimagination. We are harnessing new-age technologies and platforms to enable us to serve our customers with simplicity.
At ICICI Bank, we believe that every customer interaction – whether feedback, enquiry or complaint, is an opportunity to learn, strengthen our relationships and enhance our services. Our approach is rooted in a continuous listening and learning cycle, where customer voices drive meaningful improvements.
The Bank focusses on deepening customer engagements through a continuous listening and learning loop through various sources such as proactive product and process walkthroughs, Net Promoter Score, voice of customers, customer complaints and detailed root cause analysis (RCAs) of the same.
Customer complaints provide valuable insights, helping us identify areas where we can refine processes, eliminate friction and elevate service excellence. By systemically addressing these touchpoints, we ensure a seamless and trusted banking experience.
The Bank focusses on deepening customer engagements through continuous listening and learning.
Truth, transparency and trust are at the core of our customer service philosophy. We embrace these as avenues for growth, reinforcing our commitment to truth and strengthening our bond with customers. Through active engagement and responsive solutions, we remain dedicated to delivering a quality experience, built on integrity and innovation.
In line with the above, some of the key initiatives which were implemented for enhancing service delivery and customer experience were:
At the Bank’s Voice Channels that handle around five million engagements every month, the focus was on further enhancing the service experience by seamlessly managing the customer engagements. To further enhance the service experience, various interventions were implemented including:
Enables a smooth customer experience of connecting to the Voice Relationship Manager (RM). Once the customer’s call is in queue and the expected wait time is longer than the defined threshold, a prompt is played on the Interactive Voice Response (IVR), where the customer has the option to receive a call back while retaining the sequence number in the queue.
This is a one-stop shop for employees at the business centres, to get process-level assistance across all products and services. It is designed to handle customer queries that may require expert intervention through subject matter experts who guide the RM and provide end-to-end resolution.
This enables a customer’s voice print to be enrolled for verification. Instead of entering authentication details, the customer’s voice is utilised for authenticating future calls. In fiscal 2025, 3.36 million customer calls were verified using Voice Biometric.
For customers calling the voice channel for availing a service, the Voice RM has an option to send a WhatsApp notification to the customer on a real-time basis. This helps customers to experience the digital journey and adopt the same for future service needs.
This has advanced AI capabilities that leverage machine learning and contextual analysis. It interprets the content of e-mails and provides pre-processed templates and auto-response to customers, using real-time integration with backend systems and robotic process automations (RPAs).
Hotline
Customers having a mapped Voice RM are offered the option to connect to the eRM, on calling the customer care number.
RM Callback
Voice RM has the option of immediately calling back a customer, in case the call drops during the interaction, while retaining the authentication (implemented for wealth banking).
Voice BOT 2.0
Integration of applications with Voice BOT to help increase call resolution at BOT level without assistance from the Voice RM. Voice BOT 2.0 is undergoing a comprehensive and significant transformation by reshaping the entire design architecture with the help of API integration and query containment happening on the BOT without RM involvement to deliver a better customer experience.
Systemic Callback Functionality
Enabled for dropped calls for senior citizen and NRI customers on the registered mobile number.
Upskilling Voice RMs To Handle Multiple Products
Promoting a unified and customer-centric approach by enhancing RM proficiency in handling multi-product customer interactions.
In our endeavour to become digital to the core, our digital channels bring together simplicity, scalability, security and resilience to deliver a smooth banking experience across customer journeys. Various enhancements were introduced during fiscal 2025, some of which are outlined below:
With the objective of achieving functional excellence, upgrading our architecture to be future-ready and delivering a seamless customer experience, various improvements were implemented in our digital platforms.
A new feature was introduced in iMobile which allows customers to update their communication address quickly and securely using Aadhaar-based OTP authentication.
Customers can login to RIB by scanning a QR code, eliminating the need to remember login ID and password. The customer can initiate the login through the iMobile app by scanning the QR displayed.
Feature introduced for customers to update Re-KYC in a few clicks for cases where there is no change in KYC.
Nominee Updation Through iMobile
Nominee updation feature introduced in iMobile which enables customers to add, modify or delete nominees for savings account, FD or RD.
At the business centres, the Bank continued to focus on the decongestion and simplification of processes and customer journeys to enable the front-end to deliver an enhanced customer engagement.
For this, various initiatives were implemented at the business centres, such as enabling Branch On the Move (BOTM) on employee mobile phones in addition to desktop, laptop and tablet versions for ease of servicing. Additionally, loan and demat servicing is being extended across business centres. For capability building, monthly forums are held to discuss new roll outs, provide suggestions and seek clarifications from process experts.
During fiscal 2025, the Bank saw a sustained improvement in the Net Promoter Score (NPS), reflecting customer value creation and advocacy.
Customers can login to internet banking through iMobile by using QR code.
The Bank monitors key customer service metrics and complaints through a well-defined framework. The Customer Service Committee of the Board and the Standing Committee on customer service convene on a regular basis to deliberate on customer service and the initiatives undertaken by the Bank for enhancing the same.
The Bank complies with the ‘Customer Rights Policy’ which enshrines the basic rights of customers. These rights include Right to Fair Treatment; Right to Transparency, Fair and Honest Dealing; Right to Suitability; Right to Privacy; Right to Grievance Redress and Compensation. These policies are available on the Bank’s website.
The Bank aims to treat its customers fairly and provide transparency across its offerings. Continuous customer education efforts are made to enable customers to make informed choices regarding banking products and services. The Bank also seeks to ensure that the products offered are based on an assessment of the customer’s financial needs.
By actively listening, empathising and resolving complaints, the Bank stays committed to strengthening customer relationships, learning and improving from each less than ideal customer experience.
The Bank has made it easy and seamless for customers to raise complaints through multiple channels including the business centres, voice and digital channels. Each complaint is treated as a valuable learning opportunity, enabling us to refine our processes and elevate the customer experience. We remain committed to a culture of responsiveness, where customer feedback and insights from complaints serve as catalysts for continuous improvement. This commitment remains a cornerstone of our mission to deliver a banking experience built on trust, reliability and customer-centric service.
The Bank has a well-defined and comprehensive grievance redressal mechanism, to provide resolution to customers with clear turnaround times. 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. Detailed root cause analysis (RCAs) of the issues highlighted in customer feedback, complaints, etc. are conducted and insights from same are implemented to improve the products and processes and enhance the services of the Bank.
Further, the Bank has appointed senior retired bankers as Internal Ombudsman of the Bank. The Customer Service Committee of the Board, the Standing Committee on Customer Service and the business centre level Customer Service Committees monitor customer service at different levels.
Personal finance can often feel overwhelming and complex from a customer’s perspective. Recognising this aspect and the growing need for financial education, the Bank launched a unique digital initiative – The Orange Book. This monthly e-magazine was designed to empower customers to make informed financial decisions. Through contextual examples, infographics, interactive games and puzzles, the Orange Book makes personal finance accessible and engaging.
Since its inception, it has covered a wide range of topics, from basics such as the power of compounding and building an emergency fund to more advanced themes such as goal-based investing, tax-saving strategies, succession planning, including nomination and will writing.
It also plays a crucial role in continuously educating customers about emerging financial frauds. The initiative has been well-received and continues to build financial confidence among its readers.
The Orange Book is a monthly e-magazine that educates customers about personal finance in a simple and easy-to- understand manner.
The Bank is committed to protecting the privacy of individuals whose personal data it holds and processing such personal data in a way that is consistent with applicable laws. It is important for employees and businesses to protect customer data and follow the applicable privacy laws in India and overseas locations to ensure the safety and security of data. We believe that the data privacy framework should be aligned to the evolving regulatory changes and digital transformation.
The Bank has a presence in several jurisdictions outside India including Hong Kong, Singapore, United States, United Kingdom, Germany, Canada, China, Dubai International Financial Centre and Bahrain. The Bank is committed to ensuring compliance with applicable laws across these jurisdictions. It has an integrated and centralised strategy for achieving data privacy compliance across all jurisdictions. A set of principles have been defined with respect to handling customer data. There is a mechanism in place, which is accessible to all employees in the Bank, for reporting any form of personal data incident.
The Personal Data Incident Handling Forum (PDIHF) comprises the Data Protection Officer (DPO) and senior members from the Information Security Group, Operational Risk Management Group, Fraud Management Group, Human Resources Management Group, Compliance Group and Legal Group. Any kind of personal data related incidents reported through the service request undergoes detailed investigation and a report is presented to PDIHF at monthly intervals.
As per the Personal Data Protection Standards of the Bank, it ensures that all personal data it processes is kept secure using appropriate technical and organisational measures, including necessary policies, processes and controls which includes physical access control, encryption, data protection impact assessment and providing training to the Bank’s employees. The Bank periodically updates the Personal Data Protection Standard to cover the personal data protection regulatory requirements as applicable to the Bank in India and its overseas offices to reflect the changes in data protection laws and regulations.
Privacy regulations require the personal data of customers to be protected throughout the entire life cycle. Accordingly, the Bank has undertaken several comprehensive measures such as categorising all personal data and sensitive personal data as ‘Confidential Information’, keeping record of all its processing activities, entering into non-disclosure and confidentiality agreements with employees and third parties who are privy to personal data of the customers and providing customers the option to exercise various rights which they enjoy under applicable data protection regulations and incident handling procedures.
There are e-learning modules specifically on the concept of personal data and its protection to build awareness among employees. Periodic trainings are provided, and various data privacy awareness initiatives are taken up by the Data Privacy team for employees to help them get an overview of data privacy and its importance in day-to-day work. Periodic drills are also sent to the employees to create awareness about data privacy.
The Bank has established a governance framework for data privacy management under which the Bank’s Data Protection Officer (DPO) oversees all privacy activities within the Bank as a data processor for international inward remittance business and as a data controller/data fiduciary for its banking activities in India. A Privacy Steering Committee, oversees various privacy-related initiatives. Further, the Bank’s Code of Business Conduct and Ethics includes guidelines to ensure privacy and confidentiality of data.
