Over the past few months, ICICI released a slew of articles, published in the TOI and ET, titled the “ICICI Bank Customer First Series,” an initiative into customer education. The series were about home loans, personal loans, educational loans, safe banking, demat series, credit card series, deposit series, self banking, financial counseling, financial planning, NRI banking, banking system, and so on. Each series had 3-4 articles. The thing that makes you sit up and take notice is that all the articles could be read by almost anybody, from housewives to students. No special financial knowledge was required. The campaign really deconstructed concepts, refrained from using complex jargon, the bête noire of all financial midgets, like me. All the issues are explained as simply as they can be, with an SMS contest thrown in for customer pull. The “Did You Know” and “FAQs” provide for interesting trivia and snippets, respectively.
Truly a delight for finance minions!
Source: The Times of India, The Economic Times, and http://www.icicibank.com/Pfsuser/gallery/customer.html
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