Sourcing and the Citi

Citibank India used crowdsourcing to pick three new ATM locations last September, asking consumers to choose spots in major metros through a Facebook campaign called ‘My Vote, My ATM’. After close to 5,000 responses, new ATMs were opened on M.G. Road in Mumbai’s Borivali East, Residency Road in Bangalore, and Nungambakkam High Road in Chennai. Citi’s management is thinking of repeating the exercise, and may even “go beyond ATMs”, according to Anand Selvakesari, country business manager of the bank’s global consumer group. Although the bank’s Facebook presence began only about a year ago, it is ranked 10 on Fortune India’s Social Net Worth list, with more than 360,000 fans who get special offers and regular tips on winning bonus card usage and financial planning.