The bank launched its Citibank Guarantee scheme yesterday, claiming it is the first of its kind in the industry.

The campaign aims to improve the bank's services on consumer loans. The first phase will cover five service categories and will include a guaranteed discount and privileges at more than 3,000 restaurants.

"For example, in the case of customers who fail to receive a discount from a restaurant that participates in the bank's pro-motion, they would be able to get cash back equal to the dis-count from the bank itself. It will be possible to provide customers with either cash or a gift voucher," Citibank's country marketing director Suripong Tantiyanon said.

The bank is also giving a guarantee that a temporary extra credit line will be available within seven minutes if customers cannot get loans due to technical problems. The extra credit can be transferred to customers directly or at the bank's counter. Another service is guaranteed delivery of cash vouchers within seven days after redemption of the bank's credit-card rewards.

Citibank also guarantees to respond to all queries within three business days and to provide cash on the same day of a request through its Call for Cash programme.

Suripong said the campaign was developed on information generated from customer surveys, which indicated that customers have high expectations in service, privileges and discounts. The bank believes it will increase customers' satisfaction and improve its service standards.

The programme will be run as a long-term service and the next phase will be launched later, he said.

"Amid the current economic slowdown, the bank's marketing strategy will focus on services," said Suripong, who added that the bank would also provide competitive pricing for customers.

Since May, the bank's parent company Citigroup has rebranded to Citi. However, the foreign bank's rebranding excluded consumer-loan products in Asia-Pacific branches, where the name remains Citibank.

Somruedi Banchongduang

The Nation