Citi unveils integrated digital solution for Citigold clients

KR Srivats New Delhi | Updated on January 13, 2018 Published on March 05, 2017

Redefines its relationship management model

Next time you want to reach your Citi relationship manager, just log in to Citi's mobile App and choose ‘HELLO’ to connect with a Citi team for a redefined relationship management experience.

Exclusively designed for Citigold customers (high net worth), the new model allows such clients to use their smartphones to execute real-time investment transactions, have conversations and video interactions with Citi's relationship team and also invite investment experts to join in.

To be a Citigold customer, one should have a net relationship value (NRV) of ₹50 lakh or more with Citi. NRV is the aggregate value of a customer’s financial dealing with the bank which includes deposits, equity, mortgage and so on.

Redefining relationship management, Citi has launched an integrated digital relationship management proposition that seeks to expand the way clients can engage with their relationship managers.

"This is the first-of-its kind anywhere in the world. Nobody in the market offers integrated digital relationship management proposition,” Kartik Kaushik, Country Business Manager, Global Consumer Bank, Citi India, told BusinessLine.

It's basically transforming the nature of experience and bringing the relationship management team and expertise within the grasp of consumers, Kaushik added.

This solution, which has been first launched in India, will be made available in other markets also, he said.

“Just as we went from 5-6 days to issue personal loans to current customers to 15 minutes electronically today in their bank accounts, we decided to redefine the relationship management paradigm", Kaushik added.

Earlier, a Citigold customer had to remember who his relationship manager was, get appointments and meet the manager in person for seeking information/advice about investments. “We have put the power and control in our Citigold customer's hands,” he added.

Customer behaviour

Kaushik said Citi's decision to redefine its relationship management model was largely driven by changing customer behaviour.

“Consumers around you are changing. They have moved to smartphones, hyper-connected platforms and are resorting to high consumption of content. Not just banking, lot of industries are trying to figure out how to keep pace with the changing consumer behaviour,” he said.

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Published on March 05, 2017
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