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- Lessons Learned from the Campaign Trail - Part 1
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- Nothing New about Old Spice
- Mobile Surveys: More Trouble Than They’re Worth?
- The Great Healthcare Reset – How You Can Make Change Stick
- Telecom’s forgotten competitive advantage: customer service
- Social Filtering – why some ideas get shared and others fail
Citibank Synergy
Helping a nationwide bank communicate with customers and branches
Challenge
Citibank was struggling to create a synergistic identity in the finance industry, both internally and externally. The bank needed to create consistent communications that were effective at the national, regional and local levels. GDC took the account to help Citibank improve its retail environment, marketing messaging, public relations and public affairs, and customer service.
Action
During our more than 10-year relationship with Citibank, GDC provided internal and external communications strategy.
- Researched customer insight on customer retention and customer service through Certitude™
- Increased foot traffic in Manhattan branches with retail and promotional tactics
- Provided communications counsel on public relations, media outreach and crisis communication
- Crafted messaging protocols for Citibank’s nationwide customer service center focused on new-customer acquisition and existing customer retention
- Developed curriculum, presentations and packaging for UniverCiti, the bank’s national training division
- Created hiring techniques that creatively found qualified employees in Texas and Kentucky
Result
Through GDC’s guidance, Citibank competitively positioned itself at all levels—national, regional and local. The new focus on customer retention reduced customer churn and built long-term customer relationships.
