Mobile Banking is now the top digital channel for Citi’s consumer banking clients
When all things went digital. It makes everything better and faster. There's the Waze app to keep you updated for traffic. Grab app if you wanted to hail a private car going to your destination of choice, without you driving , but with a hefty surge. There's also a Calm app. If you wanted to relax and take it easy for a time.
And now, Citi recently launches their Citi Mobile app, to keep you updated and make purchases online, or pay your utility bills at the comfort of your homes. Everything makes it easy nowadays. Given that you have a smartphone and a trusted wifi.
For Citi’s credit card customers in the Philippines, the next generation Citi Mobile App will significantly change the way they manage their finances as Citi introduces a new and comprehensive set of mobile app features and experiences.
Citi Philippines CEO Aftab Ahmed and consumer banking head Manoj Varma presented the Citi Mobile App experience to provide customers with the freedom to do more, thanks to innovative and new functionalities, such as credit card locking and unlocking.
With this launch, Citi’s credit card clients in the country can seamlessly manage transactions and other needs digitally from anywhere, any time.
“We are delighted to continue to introduce innovative digital solutions in the credit card industry,” said Ahmed. “We are relentlessly focused on making it more convenient for our customers to transact with us. The Citi Mobile App will deliver a simple, fast and personalized experience to our valued card customers.”
Citi's Consumer Banking business has focused on digital transformation, continuously enhancing capabilities to make the customer journey more seamless on desktop, mobile app or phone browser. More than 60 percent of Citi Philippines customers are already enrolled in digital channels, with even more customers already subscribed to electronic statements and notices. Today, the biggest growth in digital enrolments has been in mobile banking, which has surged 64% in the last 12 months.
“Mobile banking is Citi’s largest and fastest growing channel in the Philippines and we expect digital enrolments to continue to accelerate,” said Varma. “We are excited to continue our tradition of innovation by bringing new and upgraded mobile solutions to best serve our customers’ needs in the digital age.”
Citi is one of the first banks to launch an online presence and also one of the pioneers in attracting customers through its website. In recent years, the bank introduced numerous services including live chat, instant global fund transfers, and pioneering voice biometrics technology allowing customers to be identified through their unique voice print.
In Asia Pacific, mobile banking overtook other digital channels to become the preferred channel used by Citi’s Asia Pacific clients. Digital is also growing rapidly as a source of new business at Citi. Digital acquisition in Citi’s Credit Cards and Loans business grew 57% year-on-year, and digital lending now accounts for 40% of total consumer loans fulfilled by Citi in the region.
The next generation Citi Mobile® App provides a comprehensive suite of features to help customers track reward points and manage outstanding balances, available limits, transaction details and bill payments. Customers can quickly activate new or replacement cards and temporarily lock misplaced cards.
Security features includes biometric authentication (Face ID, Touch ID, and Android Fingerprint) and the Citi Mobile® Token, which instantly generates a One-Time PIN that authorizes online banking transactions.
The Citi Mobile App has also been designed to ensure a seamless and intuitive navigation experience. Qualified customers can convert a portion of their latest credit card balance to installment by simply tapping a “Convert” button. With just a few taps, eligible cardholders can get cash from their credit cards, which can be repaid in monthly instalments.
Citi’s performance in the digital banking space has been recognized by the industry, winning several notable awards recently including:
• Best Retail Mobile Banking Experience - Philippines (The Asset Triple A Digital Awards 2017)
• Best Internet Banking Initiative (The Asian Banker Philippine Country Awards 2017)
• Best Consumer Digital Bank – Philippines (Global Finance Best Digital Bank Awards 2017)