Citi, Asia Regional Office: Citigold Circle – Trust-based Growth Engine (Asia)

Citi, a premium bank, revamped the Citigold Circle program from a customer lens by transforming the seemingly transactional referral conversation into a more active and meaningful one, so it could acquire new affluent Citigold clients in 15 global markets.

Agency: Shift

Objectives

The business objective of the program was to re-energize and scale the existing Citigold client referral platform to make it a significant channel for acquiring Citigold clients.

The team took an audacious target of 15% contribution to total Citigold acquisition for the entire Asia business.

The task was two-fold:

  1. Increase the number of referrals from existing Citigold clients
  2. Motivate and prepare our front line staff , the Citigold Relationship Managers, to actively engage with customers

We needed something that was flexible enough to appeal to HNW clients across 15 cultures as diverse as Poland and the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands