Case Study : CitySide Financial Services

Presenters
- Talal ali afzal - Wajeeha Amajad - Sehrish Ather - Saad Owais

- Faiza Rasool

Background
Mid sized bank serving white upper middle class urban community Families moved to suburbs Purchased by racially diverse group of investors (Ron Wilkins , black investment banker)

introduction
Developed an two pronged strategy Two units in sales division (make chart ) revenue operations(locals) and external deposit(all other investors nationwide)

INITIAL success
Working class African American families moved Increased no.of women owned personal account Mismatch between client demographic and white male professional staff Increased no. of females Retail operations hired black External deposits hired white

 If you do your job well , you will be recognized and promoted for it. Helped them retain and attract customers Having people in the organization who know how to relate with customer cretes comfort for community White clients more comfortable with white staff

The schism
Was sales division optimally structured ? Customer dissatisfaction Being categorized as local Over shadowed by hoity toity treatment given to rich white external deposit clients Quality further compromised by addition of new segment by retail operations. Cooperate banking services given to cooperate accounts in other neighborhood External deposits began marketing packages to local wealthy investors

 Lack of coordination (work could have been done more quickly) Proposed cross fertilization between two groups Two units as two different banks each with unique culture

 Cultural biasness towards whites. People are mission driven Limited opportunities for black

Career prospects for blacks

Interviews Whites colleagues respected .but jury was still put Division of duties Perception White suggestion taken seriously but blacks taken negatively

Q1. What is the root cause of the problem

that CitySide Financial Services are encountering?

The bank wasnt able to apply its own culture over the employees Not sure who was best equipped to handle the new segment Specific task they have had done more quickly if they took each others help. Black and white discrimination Senior management biasness towards whites

Organizations Aspire to be culturally diverse:

Comfortable atmosphere Well-reputed, multi-cultural organization Contacts building No threats No hypocrisy Attraction of customers Hard-work (competition) Cordination