KEY ACCOUNTS MANAGEMENT (CITI BANK SUVIDHA

SALARY ACCOUNT)

PGDAM SEM- IV
PROJECT BY: RAMANDEEP GUPTA VINOD MUKUNDAN SAMEER PRADHAN SHUBHRAJIT MUKHERJEE

OBJECTIVES OF PROJECT
IDENTIFYING THE EXISTING KEY CLIENTS. PROVIDING KEY CLIENTS VALUE ADDED SERVICES MARKETING MIX OF THE SERVICE. SWOT ANALYSIS OF SERVICE. LISTING OF EXISTING CUSTOMERS AND CATEGORISING THEM INTO ABC.CATEGORY. IDENTIFYING TWO KEY CLIENTS AS PER THE SPECIFICATIONS GIVEN WHO ARE IN THE A CATEGORY. DESIGNING QUESTIONNAIRE AND TAKING FEEDBACK FROM EXISTING CUSTOMERS AS WELL AS FROM NEW PROSPECTIVE CLIENTS STRATEGISING FOR KEY CUSTOMER RETENTION

HISTORY
Citibank is the consumer banking arm of financial servicesgiant Citigroup. Citibank was founded in 1812 as the City Bank of New York, later First National City Bank of New York. As of June 2009, Citigroup is the fourth largest bank holding company in the United States In India, Citibank is present at 28 locations as of April 13, 2009. These locations include Jalandhar, Ludhiana, Chandigarh, Noida, Delhi, Gurgaon, Faridabad, Lucknow, Jaipur, Ahmedabad, Vadodara, Indore, Bhopal, Surat, Nashik, Aurangabad, Akola, Bhubaneshwar, Kolkata, Vapi, Mumbai, Pune,Hyderabad, Bangalore, Chennai, Pondicherry, Cochin and Coimbatore. Head Office in INDIA. Citibank Center, 7th Floor, Bandra Kurla Complex, Bandra (E), Mumbai - 400 051 Website: http://www.online.citibank.co.in

PRODUCT DETAILS
SUVIDHA SALARY ACCOUNTS
Citibank Suvidha Salary Account is a unique service designed to give complete banking solutions to both employers and employees. Initiated in 1998, Citibank Suvidha has established its presence in several organizations across India. Our clientele includes top notch Indian corporate spanning a range of industries. We manage relationships with clients, which include leading Indian companies. Our global industry groups are staffed by specialists dedicated to providing state of the art solutions across continents and industries. Our industry focus keeps clients abreast of the trends shaping their industry, enabling us to provide our clients a customized high quality corporate banking experience

DUTIES AND RESPONSIBILITIES OF OUR RELATIONSHIP MANAGERS WITH CLIENTS

KEY ACCOUNTS MANAGEMENT SUPPORT SYSTEM AND PROCESS OF CITI BANK

MANAGEMENT INFORMATION SYSTEMS

PERFORMANCE IMPROVEMENT MEASUREMENT SYSTEMS

CUSTOMERS

COMMUNICATION SYSTEM

OPERATIONAL SYSTEMS

OUR BASIC FRAMEWORK FOR KEY ACCOUNTS MANAGEMENT

PRICIPLES OF CUSTOMER VALUES MISSION

TO CREATE VALUE FOR OUR CUSTOMERS. OUR USP PROVIDING CUSTOMER SERVICE DEALING WITH CUSTOMER COMPLAINTS CREATING OF IMAGE ABOUT ORESELVES IN THE MIND OF OUR CUSTOMERS.

VALUES

SKILLS &
CAPIBILITIES

OUR CORPORATE CLIENTS

We, the KEY ACCOUNTS managers of CITI Bank deal with the clients who are potential customers as well as existing customers. The clients are categorized as A, B and C group but we, the managers are targeting the A Group as they will be providing sustainable business for longer period of time. THE EXISTING A CATEGORY CLIENTS ARE : General Motors Acceptance Corporation( ****) Andromeda marketing pvt. Limited (*****) Sony finance international(***) Air India(****) Wipro InfoTech(****) Chirag computers pvt limited(***) Apollo Hospitals(****) Tata Consultancy Services Limited(****) Voltas Limited(***) [ Maximum ratings- ***** ] IndiGo Airlines(***) [ Ratings based on ] Infosys Technologies Limited(****) [ revenue earned ] Reliance Industries(*****)

BENEFITS OFFERED TO CLIENTS

Dedicated corporate and service relationship manager Paperless Reimbursement Accounts Free Drafts Delivery Zero balance account for a corporate salaried relationship Ready Credit - Overdraft Facility Incredible Loyalty Rewards Program Home Loans and Personal Loans at special relationship price.

Value Added Services

ONLINE SALARY TRANSFER 24 x 7 ACCESSES
INSTANT WELCOME KIT

FOREIGN EXCHANGE SERVICES

VALUE ADDED SERVICE

FREE MOBILE ALERTS

FINANCIAL PLANNING SERVICES

COMPETITIVE ADVANTAGES OVER NEAREST COMPETITORS

&
Amazing choice of Debit Cards that offer discounts on shopping, fuel, grocery and other purchases Top 4 reasons to have this Card: Get free access to domestic airport lounges (Oberoi Clipper Lounge). Get discounted access to premier golf ranges in India and discount on green fees. Exclusive discounts at premier stores offered by MasterCard. Annual Fees: Free Free ATM transactions on non-citi bank network ATMs Daily withdrawal limit of Rs. 2 lakhs Free Safe Deposit Lockers Free Personal Accident Death Cover up to Rs. 10,00,000/ Preferential rates on credit cards Facilities of sudexho coupons below mrp Complimentary yearly subscription from GQ or Vogue Magazine

MARKETING MIX
1. Product SUVIDHA SALARY ACCOUNTS The features are: FREE DEBIT CARDS WITH SHOPPING DISCOUNTS. FREE MOBLIE ALERTS FREE FINANCIAL PLANNING SERVICES READY OVERDRAFT SERVICES 24X7 ACCESS INCREDIBLE LOYALITY REWARDS PROGRAMME.

 2. PLACE
Making available of ATMS that promises services to the ultimate users. Selecting a suitable place for bank branches and where the customers reach easily. KOLKATA MAIN BRANCH Chowringhee (Kanak) branch - Kolkata Citibank NA, Kanak Building, 41, Chowringhee Road, Kolkata 700071

3. PROMOTION ONLINE ADS PERSONAL SELLING TELE MARKETING PRINT MEDIA SALES PROMOTIONS

4. PHYSICAL EVIDENCE PAPER WORK BROUCHERS FURNISHINGS BUSINESS CARDS EMPLOYEES DRESS CODE

 5. PROCESS Dedicated Corporate and Service Relationship Manager Online Salary Transfer. Salary Alerts for your Employees. Paperless Reimbursement Accounts Foreign Exchange Services. Powerful Unnati Current Account .

SWOT ANALYSIS

STRENGTHS Brand name High level of services Global market knowledge Market share WEAKNESS Much of Citibank's online operations are geared towards US clients A weakness of Citibank is its inability to acquire more assets
OPPURTUNITIES People are more service oriented Online presence Growth of the market Dissatisfaction of customers towards other Private bank

THREATS
Advent of MNCs in India. Competitors like local private and government banks Future market trends Market conditions

STRATEGY FOCUS FOR KEY ACCOUNTS RETENTION

DEVELOPMENT OF AN ORGANISATION CULTURE THAT FACILATES BOTH RADICAL INNOVATION AND CROSS FUNCTIONS WORKING

RELATIONSHIP
ACCESS TOTHE TOP LEVEL MANAGEMENT AND CEO INTEGRATIVE MANAGEMENT IDENTIFY THE KEY VALUE ADDING PROCESS BENCHMARKING KEY PROCESS = IDENTIFY AND LEARNING FROM BEST PRACTICE PERFORMANCES MEASUREMENT, EVALUATION AND REWARD SYSTEMS CUSTOMER FOCUSED STRATEGY DEVELOP A DEEP UNDERSTANDING OF THE CUSTOMER APPRECIATING THE BUSINESS THAT CUSTOMERS GIVE US

KEY A/C MGMT

 WE WILLENSURE THAT THE CHANGES PLANNED AND EXPECTED TO DO TURN OUT TO BE DISTRUPTIVE. WE WILL IDENTIFY AND OVERCOME INTERNAL BARRIERS THAT PREVENTS QUALITY SUPPORT. WE WILL ENSURE ALLSUPPORT FUNCTIONS PLAY A KEY ROLE IN SERVICING MAJOR ACCOUNTS.

WE WILLGIVE EMPLOYEES EMPOWERMENT TO CREATE THE TIME, SPACE AND SYSTEM WITH ACTIONS VITAL FOR CUSTOMERS SATISFACTION. BY---KEY A/C MANAGER