Customer
Centricity

Possibilities of Building Enduring Consumer Journeys

Everyday we persevere to take banking beyond the ordinary. To power our consumers' dreams, increase their security and improve their financial literacy, we launched new initiatives and we continue to test innovative concepts.

Sparsh: Embedding consumer obsession and building distinctive experience for Axis consumers.

Axis Bank has embarked upon a distinctiveness program called "Sparsh" to drive consumer obsession in the Bank. Sparsh is a passion and the aspiration is to become the most consumer obsessed bank in India. This journey is aimed to build consumer experience as a true differentiator for the bank and ultimately drive Net Promotor Score (NPS).

The core credo of Sparsh is "Delight our consumers and fulfill their dreams, through smart banking every day."

Crafting Captivating Experiences

We simplify consumer interactions to build delight across critical moments of truth

Reducing consumer friction points, bringing omnichannel portability, and building simple, conversational DIY (do-it-yourself) and assisted journeys
Providing transparency of processing status, features and charges, along with proactive support
Empowering employees and driving key consumer engagement behaviours

Building Institutional Capabilities to Deliver Distinctive Consumer Experience

We consistently enhance and scale our organisation-wide capabilities to support consumer experience programmes

Using analytics and insights across consumer experience and journey metrics
Creating multiple forums for continuity of Sparsh practices, including a tech-enabled crowd-sourcing platform to get ideas and suggestions from employees, enabling knowledge-sharing across functions, etc.

Measuring and Acting on Consumer Feedback

Banking with us will always be unique as we uphold consumer experience as a true differentiator

Using Net Promoter Score to assess the impact and effectiveness of the programme
Ensuring transparency and measurability of Customer Experience Scores at a granular level across the Bank

Create 85k+ Delight Advocates Embodying Sparsh’s STAR Behaviours

We have implemented an organisation wide change management intervention in a bid to institutionalise Sparsh.

Define STAR behaviour across roles and functions
Embed, monitor, and sustain STAR behaviour in day to day working

We abide by the four tenets of STAR behaviour:

Start by Listening Deeply, Taking Charge, Always Keep Promises and Raise the Bar.

Customer-centric Initiatives Launched in Fiscal 2022

Scaling the Saksham Customer Relationship Platform

An enterprise-wide unified platform used by branch banking, Saksham provides a 360-degree view of our consumer relationships on a single screen. It enables us to streamline various functionalities such as processing financial transactions, non- financial service requests, consumer servicing and converting pre-approved sales offers.

Initiating Change through Project Sankalp

Project Sankalp is a tech-driven transformation initiative that aims to make a difference in the lives of our SME consumers, providing access to data driven credit decisions, minimal documentation and simplified products.

Project Neo for Newer Avenues

Project Neo is our corporate banking programme that is re-imagining the journey for corporate consumers by implementing an open ecosystem, promoting intelligent product recommendations and ensuring holistic lifecycle management.