02 Sales CRM Redesign — Xuechun Sophia Tao

Xuechun Sophia Tao

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02 Sales CRM Redesign

Citi Firm

2025

This project addressed a long-standing challenge at Citi: Services, Markets, and Banking teams operated on separate CRM systems, leading to fragmented client data, redundant tools, and limited cross-business visibility for senior leadership.

The redesign unified these systems into a single, firm-wide CRM platform—integrating cross-business data, organizational structure, and key workflows, supported by insight-driven dashboards.

Focused on transparency, efficiency, and growth, the new system enables both relationship managers and executives to manage client relationships with a complete, strategic view—enhancing collaboration and driving business impact.

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