In a move aimed at leveraging mobiles to improve branch efficiency, ICICI Bank is now allowing customers to pre-book service requests from a mobile app and receive preferential treatment at branches. The bank has also introduced a video banking app for its ‘wealth’ and non-resident customers. Under the bank’s ‘insta banking mobile app’, part of the task that is currently done in branches can now be done up to seven days in advance. When the customer visits the branch, he will be immediately attended to and would only be required to sign a prefilled document. This facility will be available for transactions like cash deposit, cash withdrawal, request for demand draft, updation of personal information like communication address, PAN and email id. According to Abonty Banerjee, head of digital channels at the bank, a large number of customers are expected to migrate to this platform given the growth in mobile banking. She added that monthly value of mobile transactions have crossed Rs 1,000 crore with volumes tripling year on year. The bank is currently working on its USSD-based mobile banking product and work is in progress to develop a system that will allow customers to pay for goods and services using their phone instead of a card. Insta banking is part of a suite of four new mobile banking apps launched by the bank on Monday. All the apps have been housed in the ICICI Store app, which enables customers to view all mobile apps introduced by ICICI group. The fourth app is a mPassbook, which allows customers to observe transactions on the go.
