Among the most reputed and trusted banks in the world, Citibank has a prominent position in offering a wide assortment of consumer and investment products around the globe. Setting its roots in the United States back in late seventies the bank expanded its operations around the globe in a rapid manner. Citibank set milestones in early nineties with the vast range of consumer products in the market. Asset business was launched to facilitate customers with products like credit cards, personal loans, auto loans, mortgages and so on. The Citi Bank understands the need of providing customer service at home without requiring customers to visit the bank. Citiphone banking was also introduced thereby solving customer queries online that made Citibank the first bank to come up with such an efficient service tool. Esteemed clients of the bank were then extended the personalized service of priority banking with the CitiGold service.

The year 1994 brought the launch of Citibank Visa Cards for both low income and high income groups, thus increasing consumer spending power and setting Citi’s name in the marketplace as pioneer in credit cards.  How much time can one spend on visiting a bank and getting queries resolved and transaction processed? With the busy routine these days it is hard to imagine that. Self service banking at Citi Bank provides solution to your queries on the phone be it bank statement request or issuing pin code for your credit or debit card; all sorts of transaction requests can be placed at Citiphone banking channel. Further advancement in technology enabled Citi to come up with the first ever photo credit card in the region. Within a span of one year, Citibank managed to acquire over 100,000 members and this growth was earned faster than any other Citi business in the Asia Pacific region alone. The bank created a unique feature of co-branding in the field of credit cards thus benefiting the community and the brand’s image simultaneously.  Also, a very efficient complaint tracking system was launched for effective customer relationship management and it was known as the ECCMS (Enhanced Customer Complaint Management System). This is nothing but a quality control method to get customer feedback, track and resolve complaints and see where the bank lags behind. 

Smart cash facility was initiated by the bank to facilitate customers in terms of making ready cash available to them for their urgent needs for funds. SMS banking facility has now enabled customers to keep an update of their card accounts and receive a text message for each transaction that they carry on their cards.  Not only that, customers now receive their statement alerts on their cell phones exactly on the date their card statement is generated.

Citi Bank enjoys a prestigious history and a glorious present with its consumer products, and branch banking services around the globe. Being a trusted brand, it proudly offers stocks and mutual funds that minimize risk for the customers. Whatever region the bank maybe operating in, it joins hands with a local mutual fund provider and thus gains an edge on consumer’s trust. All high net worth clients keenly opt for the wealth management funds offered by the bank just because they have had a trustworthy relationship with Citi.

We still hear gossips about the bank’s initial years at New York and of its exemplary customer service and exclusive banking products and facilities. One cannot help but admit that the bank has successfully carried out its legacy across the world and is still remembered as the pioneer of consumer banking products.