Professional Documents
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Citi Bank
Citi Bank
EXECUTIVE SUMMARY
The objective of this project is to a a!"se the services of CITI BANK# For the co$pa " to co$pete s%ccessf%!!" a & to retai the first positio i a$o ' ba (i ' co$pa ies) it ee&s to % &ersta & the 'e era! p%b!ic perceptio a & fee&bac( so as to provi&e the$ the best pro&%cts a & services to i or&er to co$pete *ith others a & to be the $ar(et !ea&er# This ter$ paper he!ps to ( o* abo%t the services provi&e& b" the CITI BANK a & a!so the price char'e& b" the CITI BANK for its services# This report a!so i c!%&e the service 'ap $o&e! I Gap refers to the &iffere ce bet*ee c%sto$ers+ e,pecte& service a & $a a'e$e t+s perceptio s of c%sto$ers+ e,pectatio s# This 'ap $ea s that $a a'e$e t $a" ot correct!" perceive c%sto$er e,pectatio s#
II Gap - refers to the &iffere ce bet*ee $a a'e$e t perceptio s of c%sto$ers+ e,pectatio s a & service .%a!it" specificatio s# This 'ap $ea s that a!tho%'h the peop!e i $a a'e$e t !eve! $a" perceive the correct e,pectatio s of the c%sto$ers) the" $a" ot have s%itab!e a & s%fficie t service .%a!it" specificatio s#
III Gap - refers to the &iffere ce bet*ee service .%a!it" specificatio s a & the rea! service &e!iver"# This 'ap $ea s that a!tho%'h the service provi&ers $a" have s%itab!e a & s%fficie t service .%a!it" specificatio s) the" $a" ot have the satisfactor" service &e!iver" i the rea! sit%atio # That $a" be beca%se service provi&ers !ac( *e!!-trai e& e$p!o"ees to &e!iver satisfactor" service#
IV Gap - refers to the &iffere ce bet*ee the service &e!ivere& a & e,ter a! co$$% icatio abo%t the service *ith c%sto$ers# That is) the service provi&ers $a" ot have s%itab!e a & s%fficie t co$$% icatio of *hat the" have &o e# *ith the c%sto$ers or the service provi&ers $a" have co$$it$e ts that e,cee& *hat the" ca &o or the" $a" ot s%fficie t!" i for$ the c%sto$ers
V Gap - is the &iffere ce bet*ee co s%$er e,pectatio a & their perceptio of service .%a!it" - $eas%re& b" the &iffere ce bet*ee *hat c%sto$ers e,pect a & *hat c%sto$ers perceive abo%t the service# The report a!so i c!%&e the c%sto$er e,pectatio s to*ar&s the CITI BANK# /o* the c%sto$er 'et satisfie& fro$ the ba (# The report a!so i c!%&e the se'$e tatio of the CITI BANK services *hich i c!%&e The report a!so prese ts the service b!%epri t of the citi ba ( *hich is he!pf%! to ( o* the services provi&e& b" the citi ba (# The report a!so i c!%&es the f%!! &escriptio of the CITI BANK# A & the $ar(eti ' $i, of the citi ba ( *hich is co sist of 0p+s of the service $ar(eti '# A & a!so i c!%&e the IMC p!a of the CITI BANK# So at !ast I ca sa" that this report is the e c"c!ope&ia of the CITI BANK services#
0 CHARACTERISTICS O1 BAN2
1) INTANGIBILITYG A perso *ho is e* to a ba ( a & *a ts to ope %p a acco% t i the ba ( ca ot fee! or taste it a & ascertai *hether the ba ( is 'oo& or ba& before ope i ' a acco% t# /e has to e,perie ce it) fee! ho* the service is) ho* h%$b!" &o peop!e or the staff $e$bers behave *ith hi$) is his $o e" i veste& or p%t i a safe acco% t or ot# It is o !" the he *o%!& co$e to ( o* abo%t the services# Fi a cia! services are 'e era!!" i ta 'ib!e b%t the service provi&ers 'o to co si&erab!e !e 'ths to ta 'ibi!ise the service for c%sto$ers# Re'%!ar ba ( state$e ts) cre&it car&s) a & i s%ra ce po!ic" are a!! e,a$p!e of the *a" i *hich the ba (i ' services are prese te& to the c%sto$er# The" ca e ha ce the i$a'e of the service a & the provi&er ca besto* stat%s or i$p!ie& be efits %po the %ser as *ith a 'o!& carpet# Ph"sica! re$i &ers of the service pro&%ct) bra & c%sto$er a & he!p the ba (s positio i '# a$e a & va!%e serve to reass%re the
3) INCONSISTENCY4 This refers to variabi!it" that a co$pa " or a or'a iHatio $a" &epe & o I co siste c"# For a ba () a e* c%sto$er $a" ot 'et the sa$e t"pe of service as $%ch as a re'%!ar c%sto$er $a" 'et# This $a" be the case beca%se the staff $e$bers ( o* the perso *e!! as he co$es ofte b%t the" &o +t ( o* that perso *ho &oes ot co$e i a'ai a & a'ai # A!so a other poi t for i co siste c" is that the service &e!iver" b" &iffere t peop!e that is service is &e!ivere& &iffere t!" fro$ &iffere t t"pes of peop!e# 9i(e i case of a ba () &iffere t staff $e$bers *o%!& provi&e &iffere t services# I the ba ( a perso $a" be b%s" a & $a" ot atte & to a c%sto$er as $a" be a perso *ith the sa$e *or( $a" atte & to hi$ *ith 'reat e th%sias$# E,a$p!eG ICITI BANKJ that pro$otes itse!f as Icro* of .%a!it" for c%sto$er *ho is the (i 'J a & is a ISO 3>>6 certifie& ba (# Th%s it has to have co siste c" a & .%a!it" to serve its c%sto$ers#
3) INSEPARABILITYG I separabi!it" is that characteristics of a service i &icati ' that it ca ot be separate& fro$ creator-se!!er of the pro&%ct# Ma " services are create&) &e!ivere& a & co s%$e& si$%!ta eo%s!" thro%'h i teractio cope *ith this prob!e$# Pro&%ctio of services) *he it co$es to ba (s ca be perfor$e& i the fo!!o*i ' K *a"sG @iA Co- pro&%ctio G I this case both the service provi&er a & the c%sto$er *or( to'ether to pro&%ce services# ?he a c%sto$er *a ts to *ith&ra* cash fro$ the ba (i ' pre$ises) the both the c%sto$er a & the service provi&er ee&s to be prese t# @iiA Iso!ate& pro&%ctio G It is that part of service that is &o e o%tsi&e to a or'a iHatio # E#'# Te!e-Ba (i '# @iiiA Se!f Service pro&%ctio G I this case) the c%sto$er %ses the e.%ip$e ts of the service provi&ers a & se!f serves it# E'# ATM# bet*ee c%sto$ers a & service pro&%cers# This is a so%rce of $ajor !i$itatio for the ba (# B%t tech o!o'" has i a bi' *a" he!pe& the ba (s to
0) PERISHABILITYG I ve tor" re!ates to the perishab!e characteristics of the service $ar(eti '# If a c%sto$er starts his &a" at ei'ht i the $or i ' a & e &s it at fo%r) b%t if ba ( is ope o !" fro$ 3G>> a#$# to 2G>> p#$# i the after oo ) the o e $i'ht ot be ab!e to atte & it# The &e$a & for ba (i ' services a!so f!%ct%ates b" &a" a & ho%r# The &a" before the ho!i&a") *ee(e &) $ost Mo &a"s a & Sat%r&a"s) pe sio a & sa!ar" &a"s are heavier tha !ater# or$a! ba (i ' ho%rs# So service faces a !ot of prob!e$ fro$ i ve tor" as it ca ot be store&) save& a & the %se&
S5OT ANALYSIS STRENGTHS 2# CITI BANK is the stro 'est a & $ost ve erab!e p!a" o I &ia $ort'a'es over the !o ' ter$# The $a a'e$e t of the ba ( is ter$e& to be o e of the best i the co% tr"# 6# CITI BANK has &iffere tiate& itse!f fro$ its peers *ith its &iversifie& et*or( a & reva$pe& &istrib%tio strate'" K# CITI BANK has bee hi'h!" proactive i passi ' o the cost a & be efit to c%sto$ers# E# Besi&es the core b%si ess) CITI BANK+s i s%ra ce) AMC) ba (i ') BPO) a & rea! estate private e.%it" b%si esses are a!so 'ro*i ' at a rapi& pace a & the esti$ate& va!%e of its i vest$e tsLs%bsi&iaries e,p!ai s MK>N of CITI BANK+s $ar(et capita!iHatio # 5EA2NESSE 2 /i'h &epe &e ce o i &ivi&%a! !oa s 6# Major sta(e he!& b" A$erica fi a cia! 'ro%ps *hich are % &er stress &%e to eco o$ic s!o*&o* # OPPORTUNITIES 2# Fast 'ro*i ' i s%ra ce b%si ess i the co% tr"# 6# 7 tappe& r%ra! $ar(ets# THREATS 2# 9oss of $ar(et share to co$$ercia! ba (s a & /FC+s 6# /i'her tha e,pecte& i crease i f% &i ' cost K# Ris( of fra%& a & NPA accretio &%e i creasi ' i i terest rates a & fa!! i propert" prices is i here t to the $ort'a'e b%si ess#
&isti ctio s have !esse e& as tra&itio a! ba (s a!so offer o !i e ba (i ') a & so$e for$er!" I ter et-o !" ba (s have ope e& bra ches# Savings banks $(& savings and loan associations9 so$eti$es ca!!e& thrift i stit%tio s) are the seco & !ar'est 'ro%p of &epositor" i stit%tio s# The" *ere first estab!ishe& as co$$% it"-base& i stit%tio s to fi a ce $ort'a'es for peop!e to b%" ho$es a & sti!! cater $ost!" to the savi 's a & !e &i ' ee&s of co s%$ers# Over ti$e) &isti ctio s bet*ee savi 's ba (s a & co$$ercia! ba (s have !ar'e!" &isappeare&# Credit unions are a other (i & of &epositor" i stit%tio # Cre&it % io s are for$e& b" peop!e *ith a co$$o bo &) s%ch as those *ho *or( for the sa$e co$pa ") be!o ' to the sa$e !abor % io ) or !ive i the sa$e co% t"# O !" peop!e *ho have the co$$o bo & are a!!o*e& to beco$e $e$bers# 9oa s a & savi 's acco% ts are restricte& to $e$bers# Cre&it % io s are o profit or'a iHatio s that are 'over e& b" a boar& e!ecte& b" the &epositors @$e$bersA# I terest o !oa s is the pri cipa! so%rce of reve %e for $ost ba (s) $a(i ' their vario%s !e &i ' &epart$e ts critica! to their s%ccess# The co$$ercia! !e &i ' &epart$e t !oa s $o e" to co$pa iesP the co s%$er !e &i ' &epart$e t ha &!es st%&e t !oa s) cre&it car&s) perso a! !oa s) a & car !oa sP a & the $ort'a'e !e &i ' &epart$e t !oa s $o e" to i &ivi&%a!s a & b%si esses to p%rchase rea! estate# The $o e" ba (s !e & co$es pri$ari!" fro$ co s%$er a & b%si ess &eposits i chec(i ') $o e" $ar(et) a & savi 's acco% ts a & certificates of &eposit# These &eposits ofte ear i terest for their o* ers) a & provi&e o* ers *ith pa"$e t $etho&s) s%ch as o !i e bi!! pa"$e ts) chec(s) a & *ire tra sfers# 8eposits i $a " ba (s are i s%re& a & re'%!ate& b" a The fi a cia! crisis acce!erate& a o 'oi ' f% &a$e ta! cha 'e i the ba (i ' i &%str" as ba (s &iversif" their services to beco$e $ore co$petitive# The fi a cia! crisis has a!!o*e& stro 'er ba (s to b%" other ba (s a & co$pa ies that provi&e other fi a cia! services at !o*er prices tha before the crisis# So$e other fi a cia! services that $a " ba (s offer their c%sto$ers i c!%&eG fi a cia! p!a i ' a & asset $a a'e$e t services) bro(era'e services) a & i s%ra ce services# Ba (s p%rchase co$pa ies that offer these services a & sti!! offer the$ thro%'h a s%bsi&iar" or a thir& part"# The fi a cia! crisis a!so he!pe& co$$ercia! ba (s i crease their share of the i vest$e t ba (i ' i &%str"# I vest$e t ba (s he!p co$pa ies a & 'over $e ts raise $o e" thro%'h the iss%a ce of stoc(s a & bo &s# As ba (s respo & to
re'%!ator" cha 'es a & other cha 'es &rive b" the fi a cia! crisis) the at%re of the ba (i ' i &%str" *i!! co ti %e to % &er'o si' ifica t cha 'e# 8 P:s 5ITH RE1ERENCE TO CITI BAN2 PRODUCT L%6%.s "; s%-6*,% C"-% P-"& ,! The basic ecessit" to %se ba (i ' services i or&er to ha &!e fi a ce $ore efficie t!" E<=%,!%& P-"& ,! Ti$e!" service 9o ' ba (i ' ho%rs 9o* i terest rates A +#%(!%& P-"& ,! Goo&s *aiti ' roo$s E,te sive ATM et*or( Pro$otio a! 8isco% ts P"!%(!*$. P-"& ,! Mobi!e a & i ter et Ba (i ' Ne* Sche$es tai!ore& for specific c%sto$ers
I.
PRICE
The price $i, i the ba (i ' sector is othi ' b%t the i terest rates char'e& b" the &iffere t ba (s# I to&a"+s co$petitive sce ario *here c%sto$er is the (i ' the ba (s have to char'e the$ i terest at the rate i force o accor&a ce *ith the RBI &irectives# CITI BANK a!so co$pete i ter$s of a %a! fees for services !ie cre&it car&s) 8MAT etc# a other i$porta t part of the ba (s prici ' po!ic" to&a" is the i terest char'e& o the /o$e 9oa s a & Car 9oa s# ?ith I &ia+s eco o$" pro'ressi ' there are $ore a & $ore b%"ers
see(i ' these !oa s b%t at a ver" co$petitive i terest rate# ?hi!e fra$i ' a prici ' po!ic" &iffere t prici ' $etho&s ca be %se&G V$. % =-*,*(+4 This t"pe of prici ' is $ai !" &o e b" CITI BANK havi ' % i.%e or &iffere t pro&%cts or sche$es# The" %s%a!!" char'e a co$bi atio of hi'h a & !o* prices &epe &i ' o the c%sto$er !o"a!t" as *e!! as the pro&%cts# This t"pe of prici ' strate'" is %s%a!!" co%p!e& *ith pro$otio pro'ra$$es# C"s! =. s =-*,*(+4 I cost p!%s prici ' a &etai!e& a a!"sis of cost str%ct%re of CITI BANK pro&%cts a & services is &o e# G"*(+ -$!% =-*,*(+4 The $ost prici ' tech i.%e is 'oi ' rate prici '# I 'oi ' rate prici ' the ba (s bases its price !ar'e!" &epe &i ' o the co$petitor+s prices# The ba (s ho*ever have to sta" *ithi the RBI &irectives a & co$pete# The ba (s $a" char'e hi'her or !o*er tha their co$petitor M$-)%! "-*%(!%& $==-"$,/G This i &icates *hat the $ar(et ca bear or accept as i case of a corporate c!ie t *ho $a" ot be price se sitive as a'ai st a i &ivi&%a! c!ie t# C"#=%!*!*6% '$s%& =-*,*(+G I co$petitive base& prici ') the price is &eci&e& o the co$petitor+s price#
II.
PLACE
So$e of the i$porta t factors affecti ' the !ocatio a a!"sis of a CITI BANK areG Q Q The Tra&e AreaG Pop%!atio CharacteristicsG
Q Q Q Q Q Q Q Q Q III.
Co$$ercia! Str%ct%re I &%stria! Str%ct%re Ba (i ' Str%ct%re Pro,i$it" of other co ve ie t o%t!ets Rea! Estate Rates Pro,i$it" to p%b!ic tra sportatio 8ra*i ' Ti$e 9ocatio of Co$petitio Visibi!it"
PROMOTION
pro&%ct thro%'h perso a! se!!i 'P pers%asio is $ore effective *ith &irect co tact# It he!ps i creati ' i$p%!se b%"i '# No* a Te!e-Sa!e is a!so pop%!ar#
b) I#=%-s"($. =-"#"!*"(G i#e# $&6%-!*s*(+9 = '.*,*!7 $(& s$.%s =-"#"!*"( $eas%res#
Ba (s %se a!! t"pes of a&vertise$e t s%ch as (%>s=$=%-s9 -$&*"9 !%.%6*s*"(9 #$+$8*(%s $(& /"$-&*(+s# A!so sa!es pro$otio &evices s%ch as P"*(! "; P -,/$s% M$!%-*$.) '-",/ -%s a & $&6%-!*s%#%(! s=%,*$.*s! .*)% '$.. =%(s9 ,$.%(&$-s9 &$*-*%s etc#
IV.
PEOPLE
Peop!e are the e$p!o"ees that are the service provi&ers# I a CITI BANK the service provi&er p!a"s a ver" i$porta t a & &eter$i a t ro!e i re &eri ' the c%sto$ers a satisfactor" a & a 'oo& service# It is e,tre$e!" esse tia! that the service provi&er % &ersta &s *hat his c%sto$ers e,pects fro$ hi$# I CITI BANK the c%sto$er ee&s to be '%i&e& i a !ot of $atters *hich is possib!e o !" *ith the he!p of the service provi&er# The positio i the e"es of the c%sto$er *i!! be perceive& b" appeara ce) attit%&e a & behavio%r of the c%sto$er co tact e$p!o"ees# Not o !" the c%sto$ers co tact e$p!o"ee i f!%e ce the c%sto$ers b%t a!so the c%sto$er base of the or'a iHatio &oes so#
PHYSICAL EVIDENCE Ph"sica! evi&e ce is the overa!! !a"o%t of the p!ace# /o* the e tire ba ( has bee &esi' e&# Ph"sica! evi&e ce refers to a!! those factors that he!ps $a(e the process $%ch easier a & s$oother# Most of the private a & forei' ba (s portra" a (%> >%.,"#*(+ $(& ;-*%(&.7 ."") to the c%sto$er# 1.$s/7 ,/%@ % '"")s *ith the are other ta 'ib!e aspects# L"+"s9 s7#'".s9 $!!-$,!*6% '-$(& ($#%s etc# a&& to the c%sto$er+s perceptio of service .%a!it"# There is a %r'e t ee& to i$p!e$e t tech o!o'ies i or&er to raise pro&%ctivit" as *e!! as to e ab!e the ba (i ' s"ste$ to cope *ith the i creasi ' co$p!e,ities of b%si ess# 1"- %<$#=.% i case of CITI BAN2 portra" a e* *e!co$i ' a & frie &!" !oo( to the c%sto$ers rather tha &r%&'er" ba (i ' co% ters# The ph"sica! evi&e ce *o%!& be the p!ace$e t of the c%sto$er service e,ec%tive+s &es() or the !ocatio of the p!ace for &epositi ' Che.%es# It is ver" ecessar" the p!ace is &esi' e& i s%ch a $a er so as to e s%re $a,i$%$ co ve ie ce to the c%sto$er a & ca%se o co f%sio to hi$# VII. PROCESS a$e of the acco% t ho!&er pri te&) i$a'i ative &esi' of the '$() '-",/ -%9 s!$!%#%(! "; $,," (!s *ith &etai!s of tra sactio s
C%sto$er e ters bra ch @?atch$a A Sec%rit" chec( @Sec%rit" Ma A I .%ir" b" c%sto$er @Ba (erA I teractio *ith ba (er @Ba (erA Fi!!s for$ @Ba (erA To!& *i!! receive *e!co$e (it @Ba (erA
Customer leaves (Watchman
RELIABILITY
Gate of b!&') s%rro% &i ' area) par() car par() ?e!co$e 8es() Che.%e boo(s 9oss of che.%eL cre&it car&# T%r Aro% & ti$e ta(e to so!ve c%sto$er .%eriesL co$p!ai ts
MAR2ET SEGMENTATION 1OR CITI BAN2 A or'a iHatio is s%ppose& to e ter to the cha 'i ' ee&s of c%sto$ersP it is at%ra! that a!! c%sto$ers have their o* !i(es a & &is!i(es# The" have so$e % i.%e ess *hich thro*s a bi' i$pri t o their !ifest"!es# This $a(es the tas( of % &ersta &i ' a bit &iffic%!t# It has the co te,t that *e 'o thro%'h the prob!e$ of $ar(et se'$e tatio i the ba (i ' service# I the ba (i ' services) the ba (i ' or'a iHatio s are s%ppose& to satisf" &iffere t t"pes of c%sto$ers !ivi ' i &iffere t se'$e ts# The se'$e tatio of $ar(et $a(es the tas( of ba ( professio a!s easier# If the $ar(et se'$e tatio is &o e i a ri'ht fashio ) the tas( of satisf"i ' the c%sto$ers is si$p!ifie& co si&erab!"# The $o&er $ar(eti ' theories a&vocate the for$%!atio of $ar(eti ' po!icies a & strate'ies for each se'$e t *hich a or'a iHatio p!a s to so!icit# CRITERIA 1OR SEGMENTATION Se'$e tatio i a ri'ht fashio $a(es the *a" for profitab!e $ar(eti '# This he!ps po!ic" p!a ers i for$%!ati ' a & i ovati ' the po!icies a & at the sa$e ti$e a!so si$p!ifies the tas( of ba (i ' professio a!s *hi!e for$%!ati ' a & i ovati ' the strate'ic &ecisio # The fo!!o*i ' criterio $a(es the se'$e tatio ri'ht#
1. ECONOMIC SYSTEM4
A i$porta t criterio for $ar(et se'$e tatio is the eco o$ic s"ste$ i *hich *e fi & a'ric%!t%ra! sector) i &%stria! sector) services sector) ho%seho!& sector) a & r%ra! sector re.%iri ' the *ei'ht a'e *hi!e se'$e ti '. a'ric%!t%ra! sector i &%stria! sector
services sector
GENDER SEGMENT
3 INSTITUTIONAL SECTOR I this sector *e fi & &iffere t cate'ories of or'a iHatio s# So$e of the or'a iHatio s are ( o* as charitab!e or'a iHatio s) so$e of the$ are c%!t%ra!L socia! or'a iHatio s) so$e of
the$ are i &%stria! a & $a " of the$ are profit $a(i ' a & $a " are phi!a thropic a & $a " of the$ are re!ate& to tra&e a & co$$erce# It is at%ra! that the ee&s a & re.%ire$e ts vis-R-vis the !eve! of e,pectatio s ca +t be i&e tica! i a!! cases# To satisf" a & to i crease the $ar(et share it is i$perative that the ba (i ' or'a iHatio s are fa$i!iar *ith cha 'i ' ee&s a & re.%ire$e ts# The e$er'i ' tre &s i the socia! tra sfor$atio process &eter$i e the hierarch" of ee&s#
USERS O1 CITI BAN2 The %sersLc%sto$ers co ti %e a p!ace of o%tsta &i ' si' ifica ce# The !i e of services) the p!aci ' a & &eve!op$e t of services) the offeri ' of services) the prici ' strate'ies or the i terests char'e& for the services $a&e avai!ab!e a & the pro$otio a! strate'ies &epe & s%bsta tia!!" %po the at%re a & t"pe of %sers %si ' the services of a or'a iHatio # TYPES O1 USERS4 Ge era! 7sersG Perso s havi ' a acco% t i the ba ( a & %si ' the ba (i ' faci!ities at the ter$s a & co &itio s fi,e& b" a ba (# I &%stria! 7sersG The i &%stria!ists) e trepre e%rs havi ' a acco% t i the ba ( a & %si ' the cre&it faci!ities a & other services for the estab!ish$e t a & the e,pa sio b%si ess# of their
ProspectsG It is ecessar" to c!arif" the ter$ SProspectsT+ The 'e era! i &%stria! prospects &o ot %se ba (i ' services at prese t b%t the" have the pote tia! to beco$e a cost%$er if i &%ce& or $otivate& i a ri'ht fashio .
CUSTOMER REAUIREMENTS B CUSTOMER EXPECTATIONS Acco% ts F 8eposits Ba (i ' sho%!& be effort!ess# ?ith CITI BANK Ba () the efforts are re*ar&i '# No $atter *hat a c%sto$erBs ee& a & occ%patio a! stat%s) *e have a ra 'e of so!%tio s that are seco & to o e# ?hether "o%Bre e$p!o"e& i a co$pa " a & ee& a si$p!e Savi 's acco% t or r% "o%r o* b%si ess a & re.%ire a rob%st ba (i ' part er) CITI BANK ot o !" has the perfect so!%tio for "o%) b%t a!so ca reco$$e & pro&%cts that ca a%'$e t "o%r p!a i ' for the f%t%re 9oa s /ave Bt "o% occasio a!!" &rea$t of b%"i ' a PC ) a car of "o%r choice or eve trave!!i ' abroa&U 1o%r &rea$s are o* *ithi "o%r reach# ?hatever "o%r ee&) *e offer a e tire ra 'e of !oa pro&%cts# Car&s O%r ra 'e of Car&s he!ps "o% $eet "o%r fi a cia! objectives# So *hether "o% are !oo(i ' to a&& to "o%r b%"i ' po*er) co &%cti ' cash!ess shoppi ') or b%&'eti ' "o%r e,pe &it%re) "o% *i!! fi & a car& that s%its "o% I vest$e ts F I s%ra ce ?he "o% ba ( *ith %s) *e e s%re "o%r $o e" is ot j%st i safe ha &sP it a!so *or(s to "o%r a&va ta'e# ?e he!p "o% i vest *ise!" thro%'h o%r fi a cia! a & i vest$e t services# Profit fro$ o%r e,pertise# Fore, a & Tra&e Services Are "o% a fre.%e t f!"er for b%si ess or ofte ho!i&a" abroa&U Are "o% a i$porterLe,porter of forei' a & I &ia 'oo&sU "o% ee& to &ea! i forei' c%rre c" a & (eep tabs o e,cha 'e rates ever" o* a & the ) tra sfer $o ies to I &ia) $a(e pa"$e ts etc#) CITI BANK Ba ( has a ra 'e of pro&%cts a & services that "o% ca choose fro$ to tra sact s$ooth!") efficie t!" a & i a ti$e!" $a er# ?e offer the fo!!o*i ' Forei' E,cha 'e Pro&%cts a & Services#
Pa"$e t Services ?ith CITI BANK Ba (Bs pa"$e t services) "o% ca bi& 'oo&b"e to .%e%es a & paper *or(# O%r ra 'e of pa"$e t optio s $a(e it eas" for "o% to pa" Efor a variet" of %ti!ities a & services#
V$. % =-*,*(+4 This t"pe of prici ' is $ai !" &o e b" ba (s havi ' % i.%e or &iffere t pro&%cts or sche$es# The" %s%a!!" char'e a co$bi atio of hi'h a & !o* prices &epe &i ' o the c%sto$er !o"a!t" as *e!! as the pro&%cts# This t"pe of prici ' strate'" is %s%a!!" co%p!e& *ith pro$otio pro'ra$$es# C"s! =. s =-*,*(+4 I cost p!%s prici ' a &etai!e& a a!"sis of cost str%ct%re of vario%s ba ( pro&%cts a & services is &o e# G"*(+ -$!% =-*,*(+4 The $ost prici ' tech i.%e is 'oi ' rate prici '# I 'oi ' rate prici ' the ba (s bases its price !ar'e!" &epe &i ' o the co$petitor+s prices# The ba (s ho*ever have to sta" *ithi the RBI &irectives a & co$pete# The ba (s $a" char'e hi'her or !o*er tha their co$petitor M$-)%! "-*%(!%& $==-"$,/G This i &icates *hat the $ar(et ca bear or accept as i case of a corporate c!ie t *ho $a" ot be price se sitive as a'ai st a i &ivi&%a! c!ie t# C"#=%!*!*6% '$s%& =-*,*(+G I co$petitive base& prici ') the price is &eci&e& o the co$petitor+s price#
For Clo
!ecruitm
For Clos
S%-6*,% B. %=-*(!
Service b!%epri t is a pict%re or $ap that acc%rate!" portra"s the service s"ste$ so that &iffere t peop!e i vo!ve& i provi&i ' it ca % &ersta & a & &ea! *ith it objective!" re'ar&!ess of their i &ivi&%a! poi t of vie* # Partic%!ar!" %sef%! at &esi' a & re&esi' sta'es of service &eve!op$e t#
It provi&es a *a" to brea( the service i to !o'ica! co$po e ts a & to &epict the steps
or tas(s i the processes) the $ea s b" *hich the" are e,ec%te& a & evi&e ce of the service as co s%$er e,perie ces it# B. %=-*(! ,"#="(%(!s Basic co$po e ts of Service B!%epri t areG C%sto$er actio s IO sta'eJ co tact e$p!o"ee actio s IBac(sta'eJ co tact e$p!o"ee actio s
S%pport processes
C s!"#%- $,!*"(s4 it i c!%&es steps) choices) activities a & i teractio s that c%sto$er
perfor$s i the process of p%rchasi ') co s%$i ' a & eva!%ati ' the service
O(s!$+% %#=."7%% $,!*"(s4 steps a & activities that the co tact e$p!o"ee perfor$s
MANAGING 5AITING LINES ?aiti ' i !i es is a part of o%r ever"&a" !ife# ?aiti ' i !i es $a" be &%e to overcro*&e&) overfi!!i ' or &%e to co 'estio # A " ti$e there is $ore c%sto$er &e$a & for a service tha ca be provi&e&) a *aiti ' !i e for$s# ?e *ait i !i es at the $ovie theater) at the ba ( for a te!!er) at a 'rocer" store# ?ait ti$e is &epe &s o the %$ber of peop!e *aiti ' before "o%) the %$ber of servers servi ' !i e) a & the a$o% t of service ti$e for each i &ivi&%a! c%sto$er# C%sto$ers ca be either h%$a s or a object s%ch as c%sto$er or&ers to be process) a $achi e *aiti ' for repair#CITI BANK has $a a'e there *aiti ' !i es a
$ai tai their f% ctio a! areas ver" *e!!# ?he co tacte&) CITI BAN2 spo(esperso sai& the ba ( ha& 'ot SEBIBs approva! for i vest$e t ba (i ' operatio a co%p!e of *ee(s a'o) b%t ref%se& to &iv%!'e f%rther &etai!s# O the other ha &) as *e sha!! see) $a a'ers of CITI BAN2 pri$ari!" re&%ce *aiti ' ti$es b" i creasi ' capacit") *hich is itse!f .%ite e,pe sive a & *i!! re&%ce profit# Fi &i ' a *aiti ' ti$e that c%sto$ers fi & acceptab!e *hi!e (eepi ' %ti!iHatio reaso ab!" hi'h is th%s of critica! operatio a! i$porta ce b%t re!ative!" % i t%itive) for it t%r s o%t that avera'e *aiti ' ti$es ca si' ifica t!" 'reater tha &e$a &# be .%ite !o ' eve *he capacit" is
C7STOMER SERVICE
?e at CITI BANK Sta &ar& 9ife are co$$itte& to $ai tai i ' the hi'hest !eve! of c%sto$er service# /e ce *e have trie& to provi&e "o% *ith a!! the i for$atio "o% $a" *a t to see( re'ar&i ' proce&%res s%ch as pa"i ' "o%r pre$i%$) vario%s po!ic" servici ' optio s) processi ' a c!ai$ a & so o # This sectio is &esi' e& to 'ive "o% i for$atio that "o% $a" re.%ire i case "o% *ish to $a(e cha 'es i Perso a! &etai!s or Po!ic" &etai!s i "o%r e,isti ' po!ic"# The cha 'es that "o% ca avai! of areG
Cha 'e i perso a! &etai!s Cha 'e i po!ic" be efits Others s%ch as !oss of po!ic" &oc%$e t) po!ic" ca ce!!atio i the Free 9oo(#
KNO?9E8GE CENTRE FOR C7STOMERS O%r K o*!e&'e Ce tre *i!! he!p "o% % &ersta & the basics of i s%ra ce a & he!p "o% $a(e a i for$e& &ecisio abo%t b%"i ' a po!ic"# It i c!%&es &etai!s o i s%ra ce co cepts) he!ps "o% a a!"He p!a s for "o%r vario%s ee&s a & % &ersta & the i s%ra ce jar'o that "o% $a"
So$e $%t%a! f% & sche$es ha& i veste& i rea! estate e tities i 6>>0->: a & the first ha!f of 6>>:->3 *he the cre&it rati 's of these % &er!"i ' e tities *ere hi'her) b%t s%bse.%e t!" there *as a si' ifica t &eterioratio i the cre&it .%a!it" for $ost of the$# /o*ever) the cre&it-.%a!it" rati 's of $ost of the sche$es co ti %e at the sa$e !eve!s @hi'hest cre&it .%a!it"A as the proportio of s%ch *ea( e,pos%res has bee !o* i re!atio to the sche$es A7M# Ti!! &ate ICRA has revise& the rati 's o K $%t%a! f% & sche$es o acco% t of re!ative!" hi'her e,pos%re to this sector# ICRA co ti %es to c!ose!" $o itor a!! these sche$es for a " recover" of the &%es fro$ the rea! estate e,pos%res# Over the !ast fe* $o ths) the abso!%te e,pos%re to the rea! estate se'$e t a & !o*er rate& e tities has bee &ec!i i ' *hi!e the overa!! A7M has bee risi ' *ith the i cre$e ta! i vest$e tsO!ar'e!" i Gover $e t Sec%rities @G-SecsA a & hi'h!" rate& Ba (sOs%pporti ' the overa!! cre&it .%a!it" of the ICRA-rate& sche$es# RE1RENCES httpGLL***#thehi &%b%si ess!i e#co$Li*L6>2>L>4L>3LstoriesL6>2>>4>34>::22>>#ht$ httpGLL***#va!%e otes#co$L(rcL$a"62>2#aspUArtC&V6062:FCatVCFI&VK40 httpGLL***#$a a'e$e tpara&ise#co$Lfor%$sLba (i '-i s%ra ce-fi a!-2>>-$ar(sprojectsLE43E5-$ar(eti '-services-'ap-$o&e!-app!ie&#ht$! httpGLL***#citi ba (i s%ra ce#co$LK o*!e&'eCe terLK o*!e&'eCe tre#asp, httpGLL***# a%(rih%b#co$Li &iaLba (i '-i s%ra ceLtop-co$pa iesLCITI BANKba (#ht$! httpGLL***#citi ba (i s%ra ce#co$Lc%sto$erservicesLCSPo!ic"Servici '#asp, httpGLL***#citiba (i s%ra ce#co$Lc%sto$erservicesLc%sto$erservice#asp, httpGLL***#bi' er&s#co$LpapersL22224LGap-A a!"sis-I tersect-I vest$e tsL httpGLL***#'oo'!e#co#i LWh!Ve F.VMANAGINGX*aiti 'X!i esXi XCITI BANKFa.VfFa.iVFa.!VFo.VF'sYrfaiVFfpV0b>2c:&3fKbKc5aa httpGLL***#$cco$bs#%te,as#e&%Lfac%!t"L$a La &erso eLco%rsesLopsYcoreYco%rseL.Y ote#p&f