CUSTOMER RELATIONSHIP MANAGEMENT

AND
COMPLAINT HANDLING

BY CITIBANK

BY :
IBNU KRISNA RAHARJO
SAHDINI PERMATASARI

MANAGEMENT DEPARTMENT
FACULTY OF ECONOMY
STATE UNIVERSITY OF JAKARTA

1. CRM Strategy of Citibank

The CRM core objective is to make the customers become loyal. Nowadays,
CRM is using technology to deliver value, sales and services to customers.
CRM technologies provide access to things like interactive dashboards and
drill-down reporting from a mobile phone or a tablet. The employees can
interact and get the most out of their workday without relying on emails and
phone calls in order to share critical information. People can update
information throughout the day and also pull in other resources from company
for example, help with quoting, ordering, or handling customer service
issues.
More recently, widespread weather catastrophes have made clear that having
mobile access to data can be crucial in keeping a business up and running,
even when employees can't get to the office or have trouble accessing
corporate internal systems.
Rather than viewing CRM as a technology, there are five key process strategic
view of CRM that focuses on the customer management relationship :
a. Strategy Development of Citibank
1. Company Vision
Citis vision in Indonesia is to be the Most Admired Bank and
Corporate Citizen in the country by delivering innovative,
responsible and customer focused solutions to our clients with the
best team in the marketplace.
2. Industry and Competitive analysis
3. Target segment
Commercial banking segment. We aim to further penetrate the
market by providing cross-business financial product and a full
service relationship, which is a smart business solution for
medium-sized companies with access to dedicated product specialists
and sophisticated operating platforms in export and import, cash
management, and treasury that serve the worlds largest global
companies.
4. Customer base tiering
5. Loyalty Bonds
6. Churn Management
b. Value Creation of Citibank
1. Tier Service
2. Loyalty Rewards
Citibank has a Rewards Cards for customers. This is for getting the
rewards point and benefit for customers.
3. Customization

c. Multichannel integration by Citibank

The CRM tools which used by Citibank such as :
1. Citibank Online

2.

3.

4.

5.

Citibank provide 24-hours time to serving the customers, with some

integrated Websites. It can be used to doing transactions online through
Citibank websites.
Citibank Mobile
Citibank also providing the android base services. Peoples can
download and using the application itself to doing the self service
through the tablet or his/her smartphone.
Automatic Teller Machine (ATM)
Self-Service Machine like ATM can be more usefull when we need for
some cash instantly.
Citi Web Cam
Citibank provide the webcam teller at their ATM. Peoples can interact
face to face with teller in the monitor at the Teller Machine.
E-Service
Peoples can get notifications of information via SMS.

d. Information management by Citibank

Customer Information can be collecting from all channel and integrated
with the other information. This information must be relevant and
available for the frontline to deliver the services. Citibank make the
integrated system with the Siebel systems technology.
Susan Andros, vice president of Citibank e-business (Citibank central Newyork), managed to hold customization to 5% of the Siebel code
implemented in her division. The result: The e-business unit completed the
fastest and most economical Siebel deployment of all of Citibank's
divisions, according to Andros. At the same time, the e-business unit still
produced more detailed and accurate sales reports and forecasts, using
standard Siebel e-finance modules, Andros says.
e. Performance assessment by Citibank
Performance assessment must address three critical questions. First, is
CRM strategy creating value for its stakeholder (customers, employees,
and shareholders)?. Second, are the marketing objectives and service
delivery performance objectives being achieved?. Third, is the CRM
process itself performing up to expectations?
Value for Employees of Citibank is :
1. Serve our clients with excellence
2. Be Accountable and Dependable
3. Demonstrate a passion for winning
4. Act with Integrity
5. Be a Team Player
6. Be a Brand Ambassador
7. Act in the best interest of our Clients and Communities
8. Be Bold and Curious
9. Embrace Growth and Learning Opportunities
10. Think and act like an Owner
Marketing Objectives of Citibank is :
Business strategy remains consistent with funding strategies in which we
will continue to strengthen our customer base with current accounts,
savings, call deposits, and time deposits as the primary source of

funds. We aim to maintain a healthy position by focusing on these core

products.

2. Complaint Handling by Citibank

At Citibank, we endeavor to provide a world-class level of service through a
continuous process of staff training and improvement in our processes. Whilst
we are grateful for your positive feedback with regards to our standards of
service, it is equally important for us to welcome any concerns you may have
with regards to the service provided by our bank. This will help us in further
improving our existing standards.
In this regard, we are detailing below the various channels through which you
may register your concerns as well as any suggestions that you may have
about the service level you expect from Citibank:
Channels available for raising concerns:
a. Service via CitiPhone Banking 24-hours
Call Center :
Jakarta
(021) 252 9999
Bandung
(022) 420 9999
Semarang
(024) 831 1999
Surabaya
(031) 547 9999
Medan
(061) 456 9999
Denpasar
(0361) 26 9999

b. Login to Citibank Online at www.citibank.co.id

For questions relating to confidential or your account :
- Log in using your username and password.
- Click on "Messages" located under the top navigation menu.
- Create and send you to our secure email follow up.

c. Visit the Citibank Office

You can also visit our Citibank offices to communicate with us. Our
Customer Service will be happy to serve you.
What you should expect from us:
a.
An acknowledgement within 5 days of receipt of your concern/
complaint and name of the person handling your concern/ complaint.
b.
c.
d.

A comprehensive investigation into the concern/complaint raised.

An interim update letter should your concern/complaint not be
resolved within 4 weeks of receipt of your complaint.
A final closure letter addressing your concern/complaint.