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40% of our consumers bank online regularly: Citibank India

Citibank India has said that over 40 per cent of its
consumers bank online regularly and more customers receive e-statements than
paper statements. Close to 60 per cent of the Bank’s customers have signed up
for e-statements and nearly 90 per cent of all customer communication is now
electronic. Citibank’s digital platform has grown to become a critical channel
attracting more usage than the combined usage across all other channels like
ATMs, phone banking, branches and regular mail.

Citibank India has said that over 40 per cent of its
consumers bank online regularly and more customers receive e-statements than
paper statements. Close to 60 per cent of the Bank’s customers have signed up
for e-statements and nearly 90 per cent of all customer communication is now
electronic. Citibank’s digital platform has grown to become a critical channel
attracting more usage than the combined usage across all other channels like
ATMs, phone banking, branches and regular mail.

Gowri Mukherjee, Head, Digital Business, Citi India said,
“Our digital platform is the largest channel of customer service and
engagement. More than 50 per cent of all customer contacts with the bank are
digital. Digital Banking offers unmatched choice, convenience and control to
customers, not only through internet banking but also across emerging platforms
like mobile, tablet and social media channels,” Gowri added.

The bank is now leveraging social networking sites for
customer engagement, product co-creation. The Citi India Facebook fan page has
one of the largest fan following amongst financial institutions in the country.
A recent initiative was the ‘Crowd Sourced ATM’ on Facebook where consumers were asked to vote on their choice of the next Citibank
ATM location in four major cities. In 2010, Citi won the Asian Banker award for
Best Internet Bank in Asia. Citibank India has been named ‘Best Consumer
Internet Bank’ by Global Finance magazine for 3 years in a row – 2008-2011.

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