Citi Rewards Sparks Customer Experience

Citi ThankYou Rewards members with an eligible Citi credit card now have a new, innovative way to use their ThankYou Points with Wonder—a next-generation gifting platform that is transforming the way digital gifts are delivered, tracked, and redeemed.  Offering members a greater customer experience lies at the heart of Citi’s mission.
ThankYou members can use their ThankYou Points to cover all or part of their purchases on the eGifting platform. What’s more, through the Wonder app they will have expanded retailer options — from major department stores and specialty retailers to local stores and restaurants.
Citi ThankYou Rewards members can pay with points on Wonder through the following steps:

  1. - Download and open the Wonder app for iOS or Android
  2. - Choose your favorite local store or national brand
  3. - Select the amount of points you want to use for a statement credit
  4. - Your eligible Citi credit card will be charged for the full purchase amount
  5. - The selected amount of points will be deducted from your ThankYou member account and you will receive a corresponding statement credit to your Citi credit card account in 24-48 hours
Loyalty360 caught up with Mary Hines, Global Head of Citi Rewards, to learn more about this exciting partnership with Wonder.
Q: What makes Citi’s partnership with Wonder unique and how does offering unique/different ways to redeem points, such as with Wonder, help make card members loyal to Citi?
Offering our members new ways to redeem points how they want, when they want and for what they want is core to the Citi ThankYou® Rewards program. With over 60% of Americans now owning a smartphone*, and the world being increasingly digital by default, we saw a real opportunity to work with Wonder to offer our members a new, innovative way to use their ThankYou® Points.
*According to the Pew Research Center
Q: What does customer loyalty mean to Citi and how has that definition changed or evolved in recent years?
Customer loyalty is at the heart of everything that we do. Ensuring that we’re engaging with our card members in a highly relevant and personalized manner has remained the same, but the “how” is evolving dramatically. As the landscape shifts with incredible technological innovations, we continue to shift with it and one of the most tangible examples of that has been the use of rewards currency to make purchases. Through our relationship with Amazon, customers can use ThankYou Points on for millions of items with just three clicks. And, through our new relationship with Wonder, card members can use their ThankYou points to cover all or part of their purchases on the eGifting platform with a statement credit to their eligible Citi® credit cards.
Q: What are you most proud of?
As the leading global bank, Citi occupies a unique position to leverage our tremendous loyalty assets across the globe and offer card members a next-generation rewards experience. We continue to innovate and work with exciting partners to elevate the program and ensure card members have access to exceptional benefits. In the past few years, we’ve seen a tremendous increase in engagement and customer satisfaction; this, I believe, is due to the fact that we never rest on our laurels and are consistently looking to add more value.
Q: How do you measure customer loyalty? What metrics/benchmarks do you use to measure it? How do you keep up with these metrics?
Customer engagement and satisfaction, we measure through % of customers redeeming and NPS. In addition, we often compare P&L metrics of redeemers versus non-redeemers to measure the impact of redemption in driving loyalty. We benchmark versus other loyalty programs in the credit card space as well as travel and retail programs.

Recent Content