Citibank Brazil Presents- The Business Perspective of BPM Solutions

8/10/2019 Citibank Brazil Presents- The Business Perspective of BPM Solutions

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Roberto Mercadante

October, 2013


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In its over 200years of history ,Citi has always hada very clearmission:

TO DRIVE

PROGRESS


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Around

the world 1977 The bank is apioneer inATMs

1904

The bankfinances thePanama Canal

1886

The bankfinances the firstTransatlanticCable

1958

The banksupports theconstruction ofthe jet plane

Drive progressContribution to the economic development

1812

City Bankof New York isfounded

2011

One of the firstpartners ofGoogle Wallet

2012

Completes200 yearsof history


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And inBrazil

Drive progressContribution to the economic development

2010

The bankcompletes95 yearsof presence inthe country

1977

The bankfinances theconstructionof theItaipu Plant

1974

The banksupports the worksfor theRio NiteriBridge and theconstruction of the

ImigrantesHighway

2000 The bankrepositionsretail andconcentrateson offeringpremium

productsand services

1915

The bankarrives inBrazil, withbranches inRio de Janeiro,Santos and

So Paulo

2013

The bank launchesits firstSustainability reportcertified byGRI

1970

The banklaunches thefirst traineeprogramin Brazil


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US$ 7.5 billionnet profit

US$ 70.2 billion revenue

Citi is aglobal bank ,

with businessesin + 160 countries+ 1 thousand cities200 millionclient accounts

Cash withdrawalin 120 countries

257 thousand employees8.5 thousand servicepoints

2012


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R$ 737.2 millionnet profit

R$ 61.2 billiontotal assets R$ 7.7 billionnet equity

In Brazil , it's nearly 100years connecting

the country to the rest ofthe world through itsservicesFounded in 191587 Citibank branches

6.4 thousand employees Around400 thousand client accounts

+ 1 millioncredit cards2012


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Complete bank services includingcurrent accounts, investments, financingand insurance, with the convenience of a globalbank . Issues and sells cards under theVisa, Mastercard and Diners brands, being theexclusive issuer of the latter.

Access to a wide range of productsand services such as capital markets,

managed investments, portfolio management,fiduciary planning and real estate.Seeks investment opportunitiesin the world's largest economies .

CONSUMER

CITI PRIVATE BANK

Expertise and technical knowledgeof one of the leaders of the

exchange market in Brazil . Through CitiCorretora, it also acts as an intermediatefor operations at BM&F Bovespa,with highlight on the largest operationsconducted in the capital market .

CITI COMMERCIAL BANK

CITI MARKETS

Focusing on medium and large sizedcompanies, it stands out for its qualifiedmanagers who contribute for the goodfinancial performance of clients .

Citis Business Segments


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Increase market share and Client base in thesmall and middle market segment

Increase sales force productivity (increaserevenue per sales manager)

Very competitive market segment

Citi Commercial Bank in BrazilChallenges


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9

> 300 ACTIVITIESNumerous Clientsignatures were

required

Large percentage ofterms were rejected due

to data entry issues

Manual Rework

Agents

Areas

Countries, Continents

Systems

Credit Analysts &Sales Managers:

~ 50% of timespent on

operational activities

Paperdocuments

handling

Relationship Opening Process40 DAYS Cycle Time

ChannelEnablement

AccountOpening Credit Approval

Relationship Opening ProcessThe Problem to be solvedDuring the assessment phase, we discovered the complexity and inefficiency of the relationship openingprocess.

Adopting the Client perspective helped reveal that the Cycle Time was the problem to be solved.


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Delivered

Opportunities

Account Opening ProcessInformation Systems Integrations


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Steering Committee Banco PJ Program Management Business Process Modeling Specification Team Change Management Integration Testing Team Local Technology Infrastructure Teams Imaging infrastructure

TIBCO AMX Project Team Management Global/Regional Technology Architecture Team Data Center / Servers infrastructure IT Operations TIBCO AMX Technical Support

Development Team Unit Testing Development Servers

USA

Brazil

India

Philippines

Operations (Global Accounts)

Account Opening ProcessImplementation Model

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Process Owner

Account Opening Process DashboardsSummary

1

UndergoingProcesses

Analytics

Operations / Channels / Compliance / Business Support / Legal / Products / Cash / Fraud Prevention2

Team Leaders

RM

3

4

FinalizedProcessesper Area

FinalizedProcesses

UndergoingProcesses

Analytics

Finalized

ProcessCycle Time

Workload

Forecast

Undergoing

Processes

UndergoingProcesses

Managers

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Account Opening Process DashboardsSummaryThe initial set of the established dashboards was a result of several discussions and workshops with CCBManagers and back-office operational areas. New dashboards can be defined as the business processviews mature and end-users experience increases with this powerful environment.

Business Process Monitoring:

View real time business processes information

Identify business process bottlenecks

Measure SLAs for working cells & service providers

Support analytics (Ex: rejection causes, statistics)

Generate information for Areas/Individuals Accountability

Generate the baseline information for business process costing


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Business Process MonitoringProcess Owner Real Time Information Dashboard

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Banco PJ Relationship OpeningBest Practices & Lessons Learned Highlights

Lessons Learned

Recognize mistakes

Observe what worksDocument themShare them

Adopting the ultimate Client perspective helps reveal theproblem to be solved

The business process Metrics are essential to define success

The Business Process Simulation is a smart approach tosupport your projections

Establishing the Process Owner role and a Governance Modelto drive business process continuous improvement is essential

Prototyping reduces communications gaps

Best Practices:

Lessons Learned: Human performance is an essential part of the transformation

process and it requires a lot more attention than the ordinarytraining sessions

Disseminate the differences between BPM and Workflow atdifferent levels

Mind the gap between the business process modeling and thefunctional requirements definition

Establish a continuouscommunication link throughout theproject between the end-users groupsand the project team

Establish a Governance model upfront with clear roles & responsibilities

Documents

Citibank Brazil Presents- The Business Perspective of BPM Solutions