Citi

Case Study: Citibank

CHALLENGE

In seeking to grow a new key customer base, Citibank marketed credit card products across college campuses. In order to understand consumer perspective on how well the brand is positioned, Citibank engaged Second To None in the design of a program to measure customer satisfaction among college students who completed a Citi branded card application.

OBJECTIVES

  • Ensure each event is set up, staffed, and activated on time and per presentation planogram.

 

  • Evaluate representative marketing techniques, customer rapport building, and knowledge of Citi card product and benefits.
  • Ensure representatives are properly attired and providing all required documentation to card applicants.

 

  • Confirm the promotion of the card rather than giveaway item, and only provide giveaway items to applicants who are accepted as new cardholders.

APPROACH

Customer Satisfaction Measurement:
Measure the Citibank Customer Experience on college campuses.

 

Actionable Analytics:
Custom reporting and data analytics solutions such as key drivers, Customer Experience mapping and sales linkage analysis.

Real-Time Reporting:
Citibank used Second To None’s robust cloud-based console to access data, reports and priorities in real time, allowing managers and associates on the front line to improve customer satisfaction, loyalty and drive revenue.

SOLUTION

Implementation of an ongoing, phone-based survey to college students within one week of completing a credit card application.  The survey is limited in scope, focused on the most critical loyalty drivers regarding the overall application process.  Several hundred surveys are completed monthly, with results delivered in real-time to Citi via a secure data reporting portal.

RESULTS

Survey results are utilized extensively in customer service training for Citi credit card representatives.  Retention and customer satisfaction levels are tracked and monitored real-time with a rewards system for exemplary employee service, in turn driving card representative retention and loyalty within a highly competitive marketing environment.
  • We firmly believe in the importance of customer service as a competitive differentiator.  The customer experience insights provided by Second To None to our retail banking locations have been invaluable in measuring strengths and highlighting opportunities for our associates to continue improving the customer experience.

    W. N. Sr. VP, Customer Experience

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