On Citibank’s USP
When one talks about Citibank’s leadership, we are the leaders not just on account of being the first entrants in product categories, but also because of our constant pursuit to innovate.

With the customers changing, their needs changing, and their demands matching world standards our focus has been to stay ahead in the race.

Our USP is to keep the needs of the customer ahead, anticipate them and employ the best of Citibank’s global technology and experience as the largest retail financial institution in the world, to meet them.

Leveraging on technology and innovation to make it relevant the Indian customer is vital. We would like to give our customers products any time they want and at various stages in their life.

On technology
We look at technology from the customers’ point of view and not from the Bank’s point of view. It has to be fully functional and completely secure. We are in a position to claim to be the most secure in this arena.

For example, our Internet banking adheres to the highest security standards in the world. Security and full service to customers is our core strenght.

Technology upgradations are done not from the Bank’s desire to be innovative, to lower costs or reach a wider segment, but is done taking into account the customer. Hence, it is efficient, customer-friendly and is fully functional.

For instance, we had an Internet query capability two years back, but we never called it Internet banking.

For Citibank world-wide Internet banking means a certain kind of experience and security. Hence, certain standards are met before hitting the market.

On product differentiation
Finance products are largely regulated and easily cloned.

So if they are different today, it is highly possibly they won’t remain the same tomorrow.

Therefore, what has to be different is how you serve your customers qualitywise and what is the experience that you deliver.