Abstract:

From a business perspective, Citibank’s digital strategy has positively influenced the organization performance financially. It has enhanced efficiency, connectivity, increased customer satisfaction. Citibank’s overall performance has been enjoying positive trends over the past years, which can be strongly attributed to its development and investment in high technology infrastructure and complicated applications. Citibank firmly believes that building their digital strategy will be a competitive strength. With its core pillars “Customer Centricity, Globally Common, Digitally connected”, Citibank digital strategy operates effectively. Besides, by using its technology and innovation to facilitate customer service and new business propositions, Citibank has worked to implement its vision–a bank of global leading e-business enabler. Keywords: Citibank, Digital Strategy.

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