Citibank Case Essay

328 Words2 Pages
niche competitor in the California banking market with only 80 branches compared to the 400 of the biggest competitor. In other words, “Citibank’s strategy in California was to build a profitable franchise by providing relationship banking combined with a high level of service to its customers” (p. 76). Like most businesses, customers’ expectations rose with their net worth, in addition to providing a greater profit margin for the company itself. While financial measures typically were the way Citibank measured success in the past, they recognized a need to measure customer service as well and thus developed a Performance Scorecard. The six different types of measures the Performance Scorecard evaluated were: financial measures, strategy implementation, customer satisfaction, control, people, and standards. By developing this Performance Scorecard, Citibank believed they could better analyze where each branch needed specific improvements and where each branch was excelling. Citibank felt it was necessary to update the previous evaluations to include non-financial measures because they recognized that these measures may in fact be more critical to the long term success of the franchise. As a result, by adding the non-financial measures to the current measures, Citibank was able to reflect competitive dimensions in the bank’s strategy. Citibank Issues: After performing an evaluation using the Performance Scorecard, Seegers recognized the need for increased customer service at their most important branch. Through their measurements of customer satisfaction, it was realized that McGaran’s branch was sub-par when it came to meeting customer’s needs. Without the Performance Scorecard this may not have been realized and as a result, Seegers and his fellow executives can become proactive in addressing this issue. Recommendations and Case Analysis: Through
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