Shift Toward More Mobile and Online Transactions Gives Citizens Bank New Method of Customer Engagement

Officials at Citizens Bank, which has about 1,200 branches in 11 states in the New England, Mid-Atlantic, and Midwest regions, wanted to find a way to engage with customers in a more effective and relevant way since they had seen a shift toward more mobile and online transactions.

As a result, this month Citizens Bank launched Zelle, which offers customers a fast, safe, and easy way to make person-to-person (P2P) payments. Zelle allows funds to be sent from one bank account to another in minutes, using only a recipient’s email address or mobile number. Customer account information stays protected as neither party can see the other’s account information.

Citizens Bank CMO Beth Johnson, who also heads the bank’s virtual channels, told Loyalty360 that the needs of customers continue to evolve.

“We are pleased to leverage innovative digital technologies that create better end-to-end experiences in the areas that matter most,” Johnson explained. “We want to be the first place our customers turn when they need to send or receive money, and partnering with the Zelle Network will allow us to deliver a convenient, user-friendly person-to-person payments experience.”

Johnson talked about the evolution of transaction at Citizens Bank.

“In just a few years, we have seen tremendous change in how our customers want to transact and interact with us,” she added. “Mobile and online transactions are outpacing branch transactions for the first time and this dramatic shift has given us the opportunity to engage with our customers in new and interesting ways, earn more mindshare, and build deeper relationships. This reality drives home our commitment to leveraging innovative digital technologies that create better end-to-end experiences in the areas that matter most to our customers.”

Johnson said that, by using Zelle, customers receive a better end-to-end experience when they bank.

“This offering continues the bank’s recent digital innovations, having recently introduced a digital advisory service called SpeciFi from Citizens Investment Services to offer customers integrated banking and digital investment services,” Johnson added. “The bank, through its partnership with Fundation, also recently announced a new digital lending capability available to small businesses.”

Customers are experiencing the world in new and different ways, with their expectations rapidly shifting, Johnson noted.
“And as a result, the industry is moving toward a relationship-based, customer-centric model,” she explained. “Our goal is to be the brand of choice for our customers by delivering exceptional, tailored, and cutting-edge experiences and, in turn, we earn their loyalty.”   

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