More Citi customers embrace digital innovation
KUALA LUMPUR: The “Citi Rewards You” Carnival has successfully integrated digital innovation and new technology in financial services, leading to a 300 per cent increase in Citibank Bhd mobile apps downloaded during a four-day event recently.
Citibank Facebook fans grew by 5,000, while WeChat members increased by 3,500. Citi’s customer preference for digital services has also grown, from 62 per cent last year to 70 per cent this year.
The carnival, which garnered more than 150,000 visitors, saw 900 million reward points redeemed at approximately 150 merchants and exhibitors.
More than 1,000 products were purchased for RM1 under various early bird promotions, including 200 AirAsia tickets.
“Innovation plays a vital role in helping Citi maintain its standing as a premier digital bank in the financial industry. The carnival was yet another avenue for us to demonstrate our remarkable customer services,” said Citi consumer business manager Elaine Fan in a statement.
“Citi Malaysia has a dominant market share in credit cards. Digital banking is transforming our operations and we have a clear leadership differentiation for the Citi brand in the country.
“Our new Global Rewards platform is about speed and convenience, and our presence at the recent four-day carnival is to introduce a more innovative, simplified and automated way to reward our customers,” Fan added.
Citi recently enhanced its Global Mobile App, delivering Citi’s digital strategy of building around delivering remarkable experiences to its customers.
Citi is the first bank in Malaysia to launch over-the-phone voice authentication with Voice Biometrics, a verification technology exclusive to Citiphone Banking. It uses voice to identify and verify a caller. Its call centre handles close to 2.9 million calls a year.
The carnival was a one-stop instant redemption carnival where Citi introduced its newly enhanced redemption platform “Citi ThankYou Rewards”.
The digital platform enables customers to redeem their points seamlessly via Citi’s global network. Global Rewards enables Citi cardholders to make redemptions and purchases on websites based locally and internationally.