12/27/2023
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One of 3 divisions in Citi’s consumer banking sector, Citibank Wealth Management has hundreds of advisors helping clients manage their investments and personal wealth. Along with much of the financial services industry, this unit has had a tumultuous recent past, including a number of acquisitions and mergers. This resulted in complex web of 4 disconnected customer relationship management (CRM) solutions, leading to some critical challenges:
Aptaria developed and implemented a custom Salesforce CRM solution for Citibank Wealth Management that integrated and replaced its fragmented system of on-premise software. The new CRM provided:
By implementing a tailored Salesforce.com CRM, Aptaria helped Citi greatly increase its wealth management advisors’ productivity and the customer experience. Specific benefits to the company include: