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	May 21, 2009 Case Study: Citibank Perfects Online Account Opening A Four-Year Effort Results In Significant Cost Savings And Revenue Generation by Brad Strothkamp with Carrie Johnson, Courtney Tincher	Average: 10  (1 rating)

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Executive Summary

Citibank has topped Forrester's US bank public Web site rankings for the past two years. Citibank's success is due in part to an online checking account opening process that is an industry best practice. The account opening process took four years to redesign and reengineer but resulted in a major reduction in cost, a vast increase in revenue, and a superior customer experience for applicants.

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