Everyone hates dealing with bland bank transaction processes. Most of us have experienced the extremely unpleasant dark suited, brick wall mentality of banks. Dealing with one's bank can be a painful experience, leaving us to wonder at what point will banks get a wake up call and start recognizing the need to really take care of their customers.

Fortunately Citigroup, the leading global financial services company, with some 200 million customer accounts, and doing business in more than 100 countries, is starting to see the light, and is working to offer a broader customer experience. This may be a slow process, but we do recognize that at least one financial institution is heading in the right direction.

Citigroup is trying hard to build its cultural capital and is involved in a number of clever programs. For example, in Mexico they have invested in a contest challenging entrepreneurs to establish business ideas. What's interesting is that the program offers small loans to local businesses and entrepreneurs to encourage new ideas. We like this because it helps new business get started, rather than just rewarding the few successful business that actually make it. In Lebanon, Citigroup has evolved into an active corporate citizen, with a particular interest in supporting financial and higher education, micro finance and other humanitarian needs in the country. Finally, Citigroup was the leading provider for the annual "Operation Santa-Claus" (OSC) project in Hong Kong in 2005. Citigroup involved its employees in the exciting, innovative campaign providing an incredible service to local children. Each employee was encouraged to contribute a specified amount, and in turn each member of staff is entitled to one paid day off in 2006. There was a keen response from employees who were eager to contribute.

What is great about these ideas is that the bank is not just throwing money at charities, but is looking for ways to make that behavior a fundamental part of their business offering. Who knows, maybe in a few years this will lead to Citigroup finding ways to treat customers with respect, and offer us something less painful than what many banks offer us today. Isn't it nice to see a major financial organization finally pick up on the importance of cultural capitol as it relates to their customers as well as their employees?