S ales and Service T ransformation Leads to E xceptional P erformance

1. STEP Up! Sales and Service Transformation Leads to Exceptional Performance

2. Why STEP Up!? STEP Up! is what we need to Improve on 2008 Performance • Consistent approach to achieving exceptional performance with identified best practices • Straightforward clear operating model, every branch, every day, all the time • Detailed process guidance to support the team on the one best way to execute • Inspection system with standards that are defined and well-articulated Sales and Service Transformation Leads to Exceptional Performance

3. What is STEP Up!? Tool to Improve Sales & Service Performance • Consistent National Process • Specific Activities & Frequencies • Inspection & Accountability Investment that will support and enable execution • Training & Communication • Tool kit • Inspection Process What STEP Up! is Not • Not invented in Court Square • Not just a message to do more • Not a one-time event Sales and Service Transformation Leads to Exceptional Performance

4. Where Did STEP Up! Come From? Field Feedback Accelerated Development Timeframe • 8/12 – 14 Division Sales Directors • 8/19 – 22 Field Participants • 9/9 Division Managers – 1st Draft • 9/11 Senior Team – Green Light • 10/6 Division Managers – Final Review Sales and Service Transformation Leads to Exceptional Performance

5. Cross Functional Division Teams Personal Bankers Business Bankers Area Directors AODs and Assistant Branch Managers Branch Managers Commercial Banking Sales and Service Transformation Leads to Exceptional Performance

6. How Was STEP Up! Developed? Core Tasks Documented Top Seller & Manager Techniques • Core Tasks • Agreed Standards • Documented Best way to Execute in the Process guide Sales and Service Transformation Leads to Exceptional Performance

7. How Does STEP Up! Fit in? Sales & Service Activities + Process Guides & Standards + Inspection • Plan Activities • Weekly, Monthly, Quarterly, Annual • Manage Activities • Daily Huddle, Midday inspection, EOD recap • Telemarketing (LMS), Outbound • Leverage POS • Micro-Marketing Events • Leverage Partnerships Action X Frequency = Results • Measure • Sales Dashboards • Activities MIS • CitiMax • Assessment Worksheet • Teller / CSR Referral Tracker • Recognize & • Reinforce • Provide Coaching & Training • Observation & Feedback (RTSS) • Success Share Inspect Sales and Service Transformation Leads to Exceptional Performance

8. Commercial Banking Interaction • STEP Up! also launches for CB Team on Jan 1 • Kickoff timing is December – Retail Management Will be Invited • Includes: Sales and Service Transformation Leads to Exceptional Performance

9. How do We Know this Works? Our Best Sellers & Managers • Top Sellers 6X to 10X productivity 20% - 35% Lift • In Institutions that Have Implemented This Type of Program Sales and Service Transformation Leads to Exceptional Performance

10. What Goes Away / Improves – Highlights We’re Looking at HR, Finance, Operations, Micromarketing…Everything • Project Liberty 1 and 2 • HR – New Employee Onboarding – GEID, SOEID, RITS ID, Email, LAN Access • Communications • Division Meetings Limited to Three Hours Weekly • Weekly CitiMax Area Director Meeting Eliminated • Simplified MIS, Easier to Use, More Clickthroughs • Micromarketing – MasterCard Purchasing Card, in Pilot, to Eliminate Diners>T&E>Approval Complications and provide Immediate Payment Capability • …More to Come Sales and Service Transformation Leads to Exceptional Performance

11. How Can You Help? Champion STEP Up! • Don’t Underestimate Change Management • Focus on Inputs / Activities, Not Just Outputs • High Performers as well as Lower Performers • Inspect • Launch with Your Teams – Videos available 11/6 Sales and Service Transformation Leads to Exceptional Performance

12. Building a Customer-Centric Culture. Sales and Service Transformation Leads to Exceptional Performance

13. Problem Incidenceincreased in both syndicated and proprietary studies 33% of Citibank customers reported experiencing a problem Most frequent problems revolve around policy-driven issues and poor service in interpersonal interactions Problem Resolutionhas increased but improvement still needed 34% of all problems remain unresolved compared to industry average of 25% On average, Citibank customers have to wait 11 days to get problems resolved which is substantially higher than the industry average of 6.2 days In-Person Transactionsrepresent the greatest opportunity for us Below industry average in ’08 Courtesy and Friendliness show our largest gap versus the competition Where Should We Focus? Sales and Service Transformation Leads to Exceptional Performance Sales and Service Transformation Leads to Exceptional Performance

14. How do we Build a Customer-Centric Culture? • Client successis our success • Build long-term relationships • Anticipate client needs • Be approachable and connect • Offer solutions • “Woo” Engagement • “Wow” Resolution • “Win” Loyalty Sales and Service Transformation Leads to Exceptional Performance Sales and Service Transformation Leads to Exceptional Performance

15. A Balanced Customer – Centric Model Clear, Consistent Customer-Centric Strategy for the Business Unified message, proven training, Process improvement Discipline Consistent Balanced Approach to Running the Business Balance across our key drivers Accountability for Results Clear expectations, internal and external metrics Sales and Service Transformation Leads to Exceptional Performance

16. Ultimate Secrets – A Catalyst for Cultural Change Sales and Service Transformation Leads to Exceptional Performance • Program adopted across multiple organizations within the US and Globally – building towards a common language and customer experience • 26,000 Citi Employees have been trained between March 2006 – August 2008 • Ultimate Secrets is a cultural change in the way we interact with our clients • Directly links and reinforces Client First, Shared Values and One Citi branding • The Customer Interaction Model is based on a relationship vs. a transaction • Simple, easy to understand, and proven training experience • Incorporates the best concepts from iconic brands like the Ritz-Carlton, FedEx and Singapore Airlines • Supports the “One Citi” vision • Creates a consistent, branded service delivery across multiple touch points including branches, back office, call centers, etc. • Links to overall Citi Business Strategies and drives Quality Metrics • Net Promoter Score, Loyalty Factors, mystery shop, external benchmarks • Supports better Problem Resolution at first point of contact – a keyopportunity for Citi Sales and Service Transformation Leads to Exceptional Performance

17. Customer Experience Progression Model Customer LOYALTY To Secure LOYAL Customers “WIN” Service RECOVERY To Improve RETENTION Of Customers “WOW” Customer ENGAGEMENT To Better ATTRACT Customers “WOO” Referrals Portfolio Growth Build Relationships New and Existing Better Deeper Greater Share of Mind + Share of Wallet + Share of Heart Relationship Profitability = Quality + Longevity Sales and Service Transformation Leads to Exceptional Performance Sales and Service Transformation Leads to Exceptional Performance

18. What are the Nine Action Principles? Project Professionally Respond Actively Observe Intently Make Personal Connections Identify Service Gaps Solve Issues Promptly Establish Emotional Bond M eet Unexpressed Needs Encourage Commitment Ultimate Secrets centers around Nine Action Principles comprised of our promise to the client and creating the foundation to Woo, Wow and Win with every interaction, every day with our clients! Sales and Service Transformation Leads to Exceptional Performance Sales and Service Transformation Leads to Exceptional Performance

19. Greet First Thank Warmly Radiate Interest Assess Satisfaction Extend Help Service Secret # 1:WOO The Customers 1. Project Professionally 2. Respond Actively 3. Observe Intently Connect In A GREATWay Check Your Image VISUAL: How You Look VERBAL: What You Say VOCAL: How You Say It Sales and Service Transformation Leads to Exceptional Performance Sales and Service Transformation Leads to Exceptional Performance

20. Service Secret # 2:WOW The Customers 4. Make Personal Connections 5. Identify Service Gaps 6. Solve Issues Promptly Apply the FEEL Skills Recover With Your HEART Feel Their Pain Hear Out Empathize Sincerely Accept Shortcoming Live In The Moment Express Your Concern Regain Trust Take Action Eliminate TDIs Sales and Service Transformation Leads to Exceptional Performance Sales and Service Transformation Leads to Exceptional Performance

21. Service Secret # 3:WIN The Customers • 7. Establish Emotional Bond • 8. Meet Unexpressed Needs • 9. Encourage Commitment Apply the CARE Skills Build Loyal Fans With DARE Delight Each Moment Choose Your Attitudes Express Your Gratitude Ask for Negative Feedback Exceed Expectations LIFETIME CUSTOMER RELATIONSHIP Accept Responsibility Reflect Positive Energy Recover Service Sales and Service Transformation Leads to Exceptional Performance Sales and Service Transformation Leads to Exceptional Performance

22. Citibank Client Services (CCS) Results Results:20% improvement in Top Box Rep Sat 53% (Jul’07)  73% (Aug’08) Results:20% improvement in Top Box Customer Satisfaction 44% (Jul’07)  64% (Aug’08) Sales and Service Transformation Leads to Exceptional Performance Sales and Service Transformation Leads to Exceptional Performance

23. Next Steps Sales and Service Transformation Leads to Exceptional Performance • Ultimate Secrets Training for CBNA Leadership • Revise existing programs and service measurements to align with Ultimate Secrets • Refine internal metrics to be statistically valid and random 1Q ’09 • Revise Mystery Shop categories and questions to align – Target 1Q ’09 • Revise Real Time Feedback categories and questions to align – Target 1Q ’09 • Develop a “Meeting in a Box” to launch program to field 1Q ’09 • Create training plan and schedule for full in the branches • Determine best strategy for implementation • Develop metrics and tracking to monitor progress Sales and Service Transformation Leads to Exceptional Performance