It would be still better to integrate also the cross-sell on insurance/MF within group.
If such systems are capable of integrating the family accounts, it would help, both banks & customers thereof.
The critical differentiator will be when every customer-encounter or touch-point is captured to guarantee holistic customer satisfaction... leading eventually to Customer Enchantment. ( across all banks, of course)
CRMnext to help ICICI Group revamp consumer strategy | Business Standard