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Customer Centricity - Annual Report

Delighting our Customers

We have empowered our employees with innovative tools and technology to deliver on our 'Open' promise. Our focused programmes in this area have helped us progress toward becoming a customer-centric organisation.

Siddhi Success Metrics


Additional leads generated each day


Additional leads converted

Customer at the Centre of
Everything We Do

Great customer experience drives our operational, financial and shareholder metrics and leads to sustainable progress. Our new-gen customers place their trust and choose their preferences based on the quality, responsiveness and consistency of their experiences. Our employees deliver on customer dreams and financial security through the power of human touch and technology.

Becoming India's Most Customer-obsessed Bank

We aspire to become India's most customer-obsessed bank, and hence, we are measuring NPS across all our customer journeys. We have implemented organisation-wide change-management programmes to institutionalise Sparsh by working on four pillars, i.e. craft delightful journeys, create employees as delight advocates, build institutional capabilities and measure and act on customer feedback.

These initiatives have resulted in positive increase in NPS in all the customer journeys to 133 on the baseline of 100.

Siddhi – Tool for Customer Privatisation

Siddhi is our comprehensive employee platform and virtual coach that uses technology so that customers can engage with employees in a seamless manner. Siddhi is an analytics-based intelligent and proactive tool and uses hyper-personalised nudges to improve sales through more meaningful customer conversations.

Way Forward

As on date, all our employees and touch points are covered under Sparsh. Axis Bank customers receive personalised, continuously optimised experience based on their individual persona. We will take this experience even higher by improving our digital capabilities, transforming customer journeys and enabling employees to ensure credo of customer obsession is lived every day.

Siddhi is Built Using Best Practices of Modern Technical Architecture and Reimagines the Front to Back Functions Beyond Traditional Product Processes to Make it Device-agnostic

Axis Colleague Testimonial

“I got a call from an affluent customer whom I was trying to meet for months to meet in an hour. I used Siddhi Customer 360 to prepare for the meeting while in taxi, gave the customer statements through Siddhi on the spot. This meeting led to ₹1.5 crores mutual fund being opened on Siddhi.”

Sparsh – Instilling Customer Obsession

Our flagship programme, Sparsh, was launched in fiscal 2022 and has redefined the way we deliver customer experience. We implemented an organisation-wide change management to institutionalise Sparsh by embedding, monitoring, and sustaining STAR behaviour and Rituals like PULSATE in our day-today operations.

Sparsh- STAR* Delight

A widowed lady of an Axis a/c holder reached out to an RM for the Life Insurance claim of her deceased husband. The claim was rejected due to non-payment of mandated years. However, the RM took charge of the situation, evaluated the available solution and helped the lady to get back the premium paid till date with interest.

*S: Start by Listening   T: Take Charge   A: Always Keep Promises   R: Raise the Bar