Rethinking engagement – Using behavioural

insights to drive change

Debbie Bennett-Jackson I @debloujackson

SVP Marketing & Engagement

About Citi

• 200 million customer accounts

• Do business in more than 160 countries and jurisdictions

• Financial products and services, including consumer banking and credit, corporate and investment banking, securities brokerage, transaction services, and wealth management

• Around 220,000 employees globally

• Around 34,000 in EMEA

Change is the new normal

70% of organisational change fails

as a result of employee attitudes and management behaviour

McKinsey & Co. The Inconvenient Truth behind Change Management

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Banks v Banking

Crowd sourcing: Our People told us

Talent, Learning & Diversity

Leader participation

Leader Videos User Generated Content

Social Conversation

User Generate ContentLeader/Manager Stories

Storytelling

External Storytelling

Habit changing bite-sized activity

Day 25: Invoke your

inspirational giants

Tools

Bias Bingo

#BeMore 50

Engaging the #BeMore 50

Welcome Pack

Personalised Videos

Manager EmailQuarterly Calls

Impact

+2%Provided with challenging

assignments and

experiences to develop

.

+2%Engagement theme

+8%The opportunity to grow and

develop

+4%Innovation theme

Operating models

What have we learned?

1. Compelling brand that connects at human level

2. Clear call to action/nudge

3. Fully integrated & just in time

4. Power of storytelling

5. Bite sized content

6. Social community

7. Work across organisational silos

8. Leaders, leading by example

9. Managers are key

10. Amplify with ambassadors

Questions? Comments? Observations?