Citigroup Inc.’s Citibank is placing mobile at the center of its customer engagement strategy, with cost-cutting and revenue-generation significant fringe benefits.
The financial services giant has applications for Google’s Android and Apple’s iPhone and iPod touch, a mobile Web site that is optimized for smartphones and Citi text banking, which lets customers check their account balances, view recent activity and see credit card statements via SMS. In addition, Citi is integrating social media into its mobile platforms.
“We are focused on empowering consumers to manage their financial lives however they want, whenever they want, making the customer experience as optimal as possible,” said Tracey Weber, managing director of Internet and mobile consumer banking for North America at Citi, New York.
“To that end, in the mobile space in particular this year, we have made a definite effort to improve our mobile capabilities and options,” she said. “Our client applications for the iPhone and Android, our thin-client mobile Web site, as well as text banking are foundational customer experiences focused on engagement.
“There is still a lot of need to educate consumers about why to use mobile banking and how to use it, showing them examples of how to use it to reduce the intimidation factor that some customers might feel.”
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