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May 24, 2014

New York city-based, provider of private banking services to ultra-high net worth customers globally, Citi Private Bank, a part of Citigroup launched Project Sheen, three years ago.

Project Sheen is an initiative that aims to provide an optimal client experience across all touchpoints.

Global chief operating officer at Citi Private Bank, Dena Brumpton, said : "Following the financial crisis, there was a great deal of distrust and we had a lot of things to fix as an industry. During that time, we re-evaluated our target market and made sure that we were focusing on the right end of the spectrum. Ultra-high net worth customers require more bespoke services and so we started to consider ways we could improve their experience through Project Sheen."

When Citi Private Bank launched Project Sheen, it decided that it required a customer relationship management (CRM) system to help capture and handle all its customer information.

Brumpton added : "We started a regional roll out of a CRM system, but realised that it wasn t going to meet our global needs. So our technology team considered Microsoft Dynamics CRM and found that it was everything we wanted and more. Most importantly, it could serve as a global solution and integrate with the platform we were currently using."

Microsoft Dynamics CRM was adopted across sites in Asia in November 2012 and the complete roll out across all regions globally was concluded by August 2013.

Brumpton noted : "Ease of implementation was important for us. We had already experienced the challenge of trying a new CRM system that didn t work and so it was important that the switch was seamless and it was."

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Source: TendersInfo (India)

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