It's calculated by subtracting the percentage of "detractors" -- customers who would discourage friends and family from using the bank's services -- from the percentage of "promoters" who would recommend it, according to the website. Leaders in the U.S. include Apple Inc., with a score of 78 percent, and Amazon.com Inc., at 71%, according to research published by Satmetrix in March.
'Responsible Finance'
The emphasis on bolstering service dovetails with Citigroup's effort to improve its image and restore profit following the $45 billion taxpayer-funded bailout in 2008. The company has paid back most of the money, and in February started a new website, new.citi.com, pledging to "reform our organization and practice responsible finance."
Medina-Mora said in July that improving customer service would be a hallmark of his effort to spur growth. "Stories," led by Chief Marketing Officer Michelle Peluso, includes ads on television and newspapers. Client sentiment also benefited from a training program called "Ultimate Secrets," attended by 9,000 employees, Medina-Mora wrote in the memo.
"This and other actions are already resulting in noticeable improvements in net promoter scores," he wrote. "We must continue on our journey to make progress in this area."