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This is part of a case series. It examines how one of the world's largest banks designs and tries to implement a system called 'Citibanking', intended to consistently deliver superior service quality throughout its global consumer branch network. The strengths and weaknesses of this initiative, and its chances of success, first on a Greek and ultimately on a pan-European basis, are some of the issues the cases examine. The (A) case opens with the head of Consumer Branch Banking for Citibank Greece reflecting on his past five years in that position. The New York based top management had specifically selected him in 1989 to spearhead the 'Citibanking' initiative in Greece, and hence create the role model for other branches.