2019 AWARD FINALIST SPOTLIGHT: Citibank - Finalist in the Operational Excellence to deliver an outstanding Customer Experience Excellence Category

Read this article about Citibank, one of our finalists, in the category Best Achievement in Operational Excellence to deliver an outstanding Customer Experience Excellence, selected by the independent judging panel, for the 2019 Business Transformation & Operational Excellence Industry Awards program. Click here to read articles on other finalists.

“My Client My World” – Customer Service Transformation (Citibank India)

Clients increasingly spend their time on mobile-based eco-systems for their daily and lifestyle needs, thus changing their perception and expectations across industries. Their banking habits are no exception. As per research reports, as much as 65-70% of buying decisions are increasingly being based on customer experience Citi recognizes that ‘experience’ is the new product, and ‘design’ is the new differentiator.

We believe our path to sustainable growth hinges on our client centricity – or Client Obsession and on “Being The Best For Our Clients”.

In early 2018, CitiPhone India Operations launched #MyClientMyWorld (MCMW), with the aim to transform Client Experience. Citi shifted its focus from Customer Focus to being Customer Driven, by reversing the service pyramid.

Key drivers to achieve the shift –

• Put the customers in the driver seat – Listening to the Clients and letting the customer drive how Citi processes and services are designed.
• Frontline teams to be client owner and treat the customers the way we want to be treated - with kindness, distinction, personal relevance, timeliness and top quality service.
• Enable the frontline team to deliver on Client centricity and drive journey re-design through various strategic changes in the service delivery model and internal/external processes.

The goal of MCMW has been to transform client experience, reduce call volumes and develop a ‘future-ready’ team

Key Pillars of the MCMW has been -

• Defining and communicating the mindset shift across platform by posters, leadership vision sharing, parades, sharing Best customer experience stories across industries, workshop, agent interviews etc.

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• Listening to customers

1. Launch of ‘My Voice’ platform – an online share point to allow frontline to capture client’s voice as inputs stemming from the conversation (1839 inputs received through the year 2018)

1. Newsroom videos created in-house by the frontline to share customer asks.

• Inviting Senior Stakeholders to meet CitiPhone Agents and hear “Voice of Customers”
• Empowering the frontline by making structural and strategic changes.

1. New Servicing model – enabling end-to-end resolution of the client’s issue by integrating training, supervisory, agent and escalation desk; working as one team – to build accountability and faster resolution.
2. Training content was revamped – customer-centric values like effective listening, conversing with empathy, client appreciation, activity based learning (DIY model) built in.

• Re-defining the Key Performing Indicators to align with what matters most for the clients e.g. natural conversation, right-sizing AHT training, first-call resolution, educating digital channels, predictive analytics for governance etc.
• The client centric inputs/identified frictions picked up to Re-design the Customer Journey end-to-end as per client needs.

Key Achievement –  

• Net Promoter Score shot up to 61%; Client appreciation mails have increased three fold to 2628 in Qtr. III’18,
• 18% call volume reduced, 30% written channel volume
• East of access through Voice Biometric (50% calls covered) on calls and finger-print authentication on Mobile app
• 29 key Customer Journeys reviewed and key Pain points solved.
• Digital client education up by 300%, Enhanced digital servicing through added capabilities
• Innovative solutions being designed – Chatbot, RPA, Big Data Dashboard.