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Roberto Mercadante
October, 2013
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In its over 200years of history ,Citi has always hada very clearmission:
TO DRIVE
PROGRESS
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Around
the world 1977 The bank is apioneer inATMs
1904
The bankfinances thePanama Canal
1886
The bankfinances the firstTransatlanticCable
1958
The banksupports theconstruction ofthe jet plane
Drive progressContribution to the economic development
1812
City Bankof New York isfounded
2011
One of the firstpartners ofGoogle Wallet
2012
Completes200 yearsof history
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And inBrazil
Drive progressContribution to the economic development
2010
The bankcompletes95 yearsof presence inthe country
1977
The bankfinances theconstructionof theItaipu Plant
1974
The banksupports the worksfor theRio NiteriBridge and theconstruction of the
ImigrantesHighway
2000 The bankrepositionsretail andconcentrateson offeringpremium
productsand services
1915
The bankarrives inBrazil, withbranches inRio de Janeiro,Santos and
So Paulo
2013
The bank launchesits firstSustainability reportcertified byGRI
1970
The banklaunches thefirst traineeprogramin Brazil
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US$ 7.5 billionnet profit
US$ 70.2 billion revenue
Citi is aglobal bank ,
with businessesin + 160 countries+ 1 thousand cities200 millionclient accounts
Cash withdrawalin 120 countries
257 thousand employees8.5 thousand servicepoints
2012
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R$ 737.2 millionnet profit
R$ 61.2 billiontotal assets R$ 7.7 billionnet equity
In Brazil , it's nearly 100years connecting
the country to the rest ofthe world through itsservicesFounded in 191587 Citibank branches
6.4 thousand employees Around400 thousand client accounts
+ 1 millioncredit cards2012
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Complete bank services includingcurrent accounts, investments, financingand insurance, with the convenience of a globalbank . Issues and sells cards under theVisa, Mastercard and Diners brands, being theexclusive issuer of the latter.
Access to a wide range of productsand services such as capital markets,
managed investments, portfolio management,fiduciary planning and real estate.Seeks investment opportunitiesin the world's largest economies .
CONSUMER
CITI PRIVATE BANK
Expertise and technical knowledgeof one of the leaders of the
exchange market in Brazil . Through CitiCorretora, it also acts as an intermediatefor operations at BM&F Bovespa,with highlight on the largest operationsconducted in the capital market .
CITI COMMERCIAL BANK
CITI MARKETS
Focusing on medium and large sizedcompanies, it stands out for its qualifiedmanagers who contribute for the goodfinancial performance of clients .
Citis Business Segments
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Increase market share and Client base in thesmall and middle market segment
Increase sales force productivity (increaserevenue per sales manager)
Very competitive market segment
Citi Commercial Bank in BrazilChallenges
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9
> 300 ACTIVITIESNumerous Clientsignatures were
required
Large percentage ofterms were rejected due
to data entry issues
Manual Rework
Agents
Areas
Countries, Continents
Systems
Credit Analysts &Sales Managers:
~ 50% of timespent on
operational activities
Paperdocuments
handling
Relationship Opening Process40 DAYS Cycle Time
ChannelEnablement
AccountOpening Credit Approval
Relationship Opening ProcessThe Problem to be solvedDuring the assessment phase, we discovered the complexity and inefficiency of the relationship openingprocess.
Adopting the Client perspective helped reveal that the Cycle Time was the problem to be solved.
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OverviewEnd-to-end business process
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Delivered
Opportunities
Account Opening ProcessInformation Systems Integrations
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Steering Committee Banco PJ Program Management Business Process Modeling Specification Team Change Management Integration Testing Team Local Technology Infrastructure Teams Imaging infrastructure
TIBCO AMX Project Team Management Global/Regional Technology Architecture Team Data Center / Servers infrastructure IT Operations TIBCO AMX Technical Support
Development Team Unit Testing Development Servers
USA
Brazil
India
Philippines
Operations (Global Accounts)
Account Opening ProcessImplementation Model
hb d
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Process Owner
Account Opening Process DashboardsSummary
1
UndergoingProcesses
Analytics
Operations / Channels / Compliance / Business Support / Legal / Products / Cash / Fraud Prevention2
Team Leaders
RM
3
4
FinalizedProcessesper Area
FinalizedProcesses
UndergoingProcesses
Analytics
Finalized
ProcessCycle Time
Workload
Forecast
Undergoing
Processes
UndergoingProcesses
Managers
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Account Opening Process DashboardsSummaryThe initial set of the established dashboards was a result of several discussions and workshops with CCBManagers and back-office operational areas. New dashboards can be defined as the business processviews mature and end-users experience increases with this powerful environment.
Business Process Monitoring:
View real time business processes information
Identify business process bottlenecks
Measure SLAs for working cells & service providers
Support analytics (Ex: rejection causes, statistics)
Generate information for Areas/Individuals Accountability
Generate the baseline information for business process costing
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Business Process MonitoringProcess Owner Real Time Information Dashboard
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Banco PJ Relationship OpeningBest Practices & Lessons Learned Highlights
Lessons Learned
Recognize mistakes
Observe what worksDocument themShare them
Adopting the ultimate Client perspective helps reveal theproblem to be solved
The business process Metrics are essential to define success
The Business Process Simulation is a smart approach tosupport your projections
Establishing the Process Owner role and a Governance Modelto drive business process continuous improvement is essential
Prototyping reduces communications gaps
Best Practices:
Lessons Learned: Human performance is an essential part of the transformation
process and it requires a lot more attention than the ordinarytraining sessions
Disseminate the differences between BPM and Workflow atdifferent levels
Mind the gap between the business process modeling and thefunctional requirements definition
Establish a continuouscommunication link throughout theproject between the end-users groupsand the project team
Establish a Governance model upfront with clear roles & responsibilities