Citibank targets zero customer complaints

Citibank Korea’s top priority management target this year is to achieve a zero customer complaint status.

Under the leadership of president Park Jin-hei who took office in October last year, the U.S.-based bank has successfully reduced the number of civil complaints by up to 40 percent so far.

Earlier this month, the bank held a resolution ceremony and distributed a “complaint zero” wristband to all employees, celebrating its recent achievement and renewing its aspiration for the zero complaint target.

According to the Financial Supervisory Service, Citibank’s official number of civil complaints in January-February this year stood at 31 cases, down from 76 in the same period last year.

“Wearing the wristband will remind employees of the zero complaint campaign and help them maintain their customer service spirit at all times,” said the bank president.

“Red stands for our passion towards our customers, white for honesty and blue for trust, so the three-colored band as a whole reflects our determination to become a zero-complaint bank.”

The three colors were inspired by Citibank’s official logo, the president added.

The bank also held an executive workshop, seeking to form a consensus on the importance of customer satisfaction and to find valid implementation methods, according to officials.

As a result, it decided to increase the number of executive visits to operating branches, to produce and distribute educational video clips for employees and to establish a client acceptance testing process to reflect the customer opinions before launching a new financial product.

By Bae Hyun-jung (tellme@heraldcorp.com)