Citibank Performance Evaluation
Case Assignment – 7 pts.

a. If you think that James’ customers are actually more or less satisfied than the level of satisfaction indicated by the scores on the Customer Satisfaction Score metric. Briefly discuss how you feel about this and why you feel as you do. From the exhibit, we can’t see the specific standards to measure customers’ satisfaction. Thus we can’t identify what part of service performed not well. On the other hand, customers rated not only their branch, but also other Citibank services such as ATM’s that were out of the control of branch managers. At this condition, we need to look for other performance items related with customer service to evaluate the real performance. Look at those items “Customer Interaction/Focus”, “Business Ethics/Integrity”, and “Community Involvement” and “Employee Satisfaction”. As we can see, all these items are more or less related to the customers’ satisfaction. All the items are rated a higher score than the customers’ satisfaction. Through all the year, all the items are rated above par expect the customer interaction in the third quarter, which is on the par. In all, I think the real customers’ satisfaction would be better than the score showed in the report.

b. Now assume that it is 2015 and that Citibank has been using the Performance Scorecard as described in the case for the past 18 years. You are asked how you would change the system in order to produce a better Customer Satisfaction Score metric (assume Citibank still wants a numeric score). Clearly indicate what this system would be like. Be sure and include how you would select the sample, what factors you would include or exclude in determining the score, what technology you would use, etc. Customer satisfaction is usually related with the quality of the