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ICICI Prudential Website Turns Down Its Customers

Go to ICICI Prudential website and click Track Application link in the top navigation pane as you see in the image above. You will see that the website takes you nowhere. You'll wonder if the click didn't go through right and you'll try again only to see that the website has no intention of allowing you to track the status of your application.

Don't know if this is by design or an accident. But based on my experience with them so far it looks like the former.

What they are demonstrating is how much they care for their customers? In days where companies compete to reduce number of clicks to improve customer experience (CX) or user experience (UX), this company misses even the basic sanity check, showing the exit door to its potential customers.

Lesson: Count your customers not money. Let money be the byproduct of winning customers' heart. Do pay attention to your product's User/Customer Experience.