Corporate Image: Security Sells
Some companies are so serious about security, they try to make it part of their corporate image
By Malcolm Wheatley
December 01, 2004
If the challenge for CSOs is to market themselves
Bond's misfortune illustrates
Not if Citigroup can help it, says Ronni Burns, director of business practices for Citi Cards, the group's credit card arm. In 1991, she says, Citi was among the first card issuers to offer its customers early warning of fraud, by programming computers to spot suspicious transactions. And in 1992, Citi followed this by being the first major card issuer to include customers' photographs on cards.
Most recently, Citi has bolstered its identity-theft prevention offerings with a personalized solution that involves trained counselors providing support to victims. In the event that a customer's identity is stolen, explains Burns, a single Citi representative is assigned to the case to help customers identify the fraudulent transactions, fill in the various police forms, notify credit bureaus and generally get their lives back on track.
A high-profile advertisement campaign to launch the service has certainly caught the imagination of both consumers and the advertising industry. Victims are shown on screen going about their everyday activities, but the voice coming from their mouths is that of the thief, who is usually describing what he did with the money he stole.