CUSTOMER JOURNEY MAPPING AT ICICI BANK

Abstract

Customer Journey Mapping (CJM) has emerged as a critical tool for boosting customer satisfaction and the value of long-term relationships in the banking industry. This research looks into how ICICI Bank, a notable private sector bank in India, uses customer journey mapping to plan, manage, and improve client interactions across several touchpoints. The abstract examination covers the full customer journey, from the moment they become aware of the service until they use it, resolve concerns, and create loyalty. It accomplishes this through physical branches, call centers, partner ecosystems, and digital channels (such as chatbots, online banking, and mobile banking). The research demonstrates how ICICI Bank uses data analytics, CRM systems, and digital transformation projects to identify customer complaints, tailor services to individual customers, and ensure channel consistency. The bank can improve service quality, minimize friction, and increase customer satisfaction and retention by tracking clients' emotions, expectations, and behaviors at each stage of the process. Furthermore, the abstract investigates the potential of Customer Journey Mapping to increase customer lifetime value, speed up procedures, and assist strategic decision-making in a competitive financial landscape. In conclusion, ICICI Bank's Customer Journey Mapping demonstrates how a customer-centric strategy may lead to long-term growth and distinctiveness in the current banking business.