Analysis of training in consumer banking : A case study of Citibank

Abstract: In this research we tried to find out which role plays training in the success or failure ofsales in retail banking and how vary it is around the world. This research should beinteresting for readers because we made a deep investigation about training of salesteam in retail banking in an international context, comparing two different branchesaround the world. With a consistent result, we can extrapolate our findings to otherbranches of Citibank or other banks across the earth.In order to get knowledge about this topic, we have done a case study of Citibank,focusing in two branches, Spain and Pakistan. With this purpose we have done teninterviews, five in each country, with Training Heads and Sales Managers. To choosethose respondents we used a snowball sampling.Our study shows that training plays an important role in sales and satisfaction of clients,but it is necessary to consider another factor like genetic, experience and motivationbetween others. It aims to develop and improve skills of employees, and then if theyreceive the best programs and provide it in the right moment for the employee, it has adirect and positive impact in a sales person’s work and therefore it contributes to thegeneration of profits.To know how Training vary around the world, our study shows that it vary betweendifferent cultures. Citibank aims to have a homogeneous line in Training, without toforget each local situation. This is because Citibank aims to solve the differences ofbudgets, needs, laws, products, processes, cultures, religions and ways to approach tothe client, etc, adapting its training policy to the local situation.