In Citigroup, the client comes first. The whole structure of the integrated commercial and investment bank of Citibank and Salomon Smith Barney is designed to give the client whatever they need. And in Asia, clients need a lot. The concept behind the banking cross-sell is not new, but making it work in practice has proved harder than many at first expected.
It is undoubtedly the right strategy because it enables both corporate and institutional clients to get the best deals and the deepest relationships. Citigroup in Asia has made it work better than any other institution and it is winning key mandates on its ability to provide the clients with the whole range of...
