When my Airtel coworkers went to the nearest ICICI branch to update their registered mobile number, the branch informed them that they could do so at the nearest ATM also. Hearing this, I was a bit sceptical as you cannot do so via netbanking, so why the ATM channel is open for that. Still, they were able to do so, and so was I. It was a great experience to do so without filling a single form or taking copies of your identity proof. This is what ICICI meant I suppose by advertising that their ATM is almost a branch.
If I have a grouse against ICICI, it is the low savings interest rate and the lack of other benefits for me. Some other banks actively advice customers what is best for them. Sample this advice from Kotak Bank on their website Now THAT was what I call customer friendly analytics.
Helpful advice: Kotak Bank has discovered that a
majority of the people choosing a Kotak Edge Account actually end up
maintaining the Average Quarterly Balance required to maintain a Kotak
Pro Account. It may be in your interest to choose the Kotak Pro Savings
Account and not miss out on the extra advantages & free services!'
But then, I suppose that is what you get when you sign up with ICICI. Awesome technology, rapid fast and efficient customer service, but you need to count your fingers everytime you shake hands/transact with them :P