Citibank

For Citibank's branch banking system, we were engaged to develop and implement a program of initiatives, each centered on introducing customers in branches to additional Citibank services such as banking-by-phone.

A key component of every initiative was the in-branch follow-up scenario. Each was designed to promote meaningful interaction between tellers and customer service reps and their customers.

Tellers and customer service reps were enlisted to participate not by conventional incentive or motivational tactics but by the same relationship management strategies we use to win customer loyalty and influence customer behavior.

Result:

• Bank-by-phone sign ups saw a 15% increase.
• Increases in Marketplace Shopper scores ranged from 12% to 59 %.
• "Used customer's name" — traditionally one of the toughest to improve — rose 26%.

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