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CITIBANK russia
HOW CAN 200-YEAR OLD BANK MAINTAIN EVER-YOUNG SERVICE MODEL?
1. money transfer
EXPECTATION
If you need to transfer money to your friends, relatives or colleagues, the transfer should be effortless for both you and the recipient
REALITY
  • Card-to-Card transfer is not available: instead of card number, you have to enter recipient's bank account details together with respective bank identification code, which are less trivial to identify
  • Moreover, when transferring money, you have 15(!!!) fields to fill instead of just "Recipient" and "Amount"
    WHAT TO DO?
    • Introduce card-to-card transfer functionality both in Citibank Online and Citi Mobile
    • When transferring the money to Citibank clients, add the functionality to transfer money based on client's phone number
    • Simplify the process of account-to-account money transfer by either making certain fields auto-filled (nick based on name of addressee or bank identification code based on bank account number) or removing these (e.g. bank identification code due to data duplication)
      2. going abroad
      EXPECTATION
      If a client is going abroad, the bank should be aware of this in order not to treat transactions from another country as suspicious and not to block their card, while it should be easy for customers to alert the bank about the upcoming journey
      REALITY
      • When registering your journey via Citibank Online, you have to perform over 10 actions, including manual input of country, specific cards and code from separate SMS message
      • Your travel notification is reviewed and acknowledged within 3 days as the operator has to enter the details in the system manually. This exposes you to the risk of getting blocked if you've submitted your request straight before the trip
      • Trip registration functionality is not available in Citi Mobile
          WHAT TO DO?
          • Simplify the interface and minimize # of fields: country and dates of the trip
          • Add the functionality to register upcoming trips in Citi Mobile
          • Eliminate helpdesk agent involvement and move trip registration to self-service – this will minimize registration delay-related risks and reduce help desk costs
            3. card blocking
            EXPECTATION
            If client's card is lost or stolen, they should have an opportunity to block it immediately via the most convenient channel
            REALITY
            • When trying to block the card via Citiphone, you have to spend at least 1 minute on the line before getting to the operator who will block the card manually
            • You cannot block your card in Citi Mobile
            • To block the card in Citi Online, you have to perform 8 actions while your money is being withdrawn
            • If you have found your lost card by yourself, the only channel to unblock it is Citiphone which operates during the working hours – while the rest of the world lives 24/7
                WHAT TO DO?
                • Place the option to block cards straight after PIN is entered in Citiphone
                • Add the functionality to block cards in Citi Mobile
                • Add the option to block cards in express actions area on the main screen of Citibank Online
                • Introduce the functionality to unblock cards both in Citi Mobile and Citibank Online
                    4. apple pay
                    EXPECTATION
                    I cannot stop reiterating that in the digital age, all organizations, including banks, should introduce new technologies on time. Among others, this includes Apple Pay wireless mobile payments
                    REALITY
                    As of June 2018, Citibank does not support Apple Pay in Russia, while clients still should take their credit cards in the purse. Details about planned launch date are not available
                    WHAT TO DO?
                    Introduce Apple Pay system in Russia
                      5. security
                      EXPECTATION
                      The bank should provide clients with high level of security when working in Citibank Online. However, security measures should not be overwhelming
                      REALITY
                      • To access Citibank Online, every time you have to enter login and password, and when trying to do something, you have to enter a code received by SMS
                      • If you want to arrange money transfer, you will also have to re-enter your password (3rd since your session started)
                      • When you set up your account statement, you will be prompted to come up with one more password for email. 3 different passwords is too much
                      • Apart from peer banks, in Citibank account numbers are hidden by default – "for your safely"
                      • When users enter the code from SMS, neither the system validates it automatically, nor can you hit Enter. So you have to take your mouse and click on a separate confirmation button – minus 1 point to usability
                        WHAT TO DO?
                        • Provide users with an opportunity to remember login/password details when entering Citibank Online on their PC
                        • When arranging money transfer, remove the requirement to re-enter password which has already been entered within active session
                        • Remove the requirement for a separate account statement password - instead of sending PDF documents by email, just send the link to a web page which requires the same authentication as Citibank Online
                        • Remove hide/unhide functionality for bank account details. It will make the life easier for clients who need to receive the money transfer – they will be able to see account number immediately after logging into Citibank Online
                        • Minimize the efforts on user side when entering the code from SMS by adding automated code check
                          6. relocation
                          EXPECTATION
                          Client confidential data should not be accessible to third-parties
                          REALITY
                          When signing a contract with Citibank, you specify 3 addresses: registration, actual residence, work address. Mailing address is set to actual residence by default. If your quarterly account statement is delivered by postal services, you have moved to the other location and forgot to alert Citibank about it (which can happen), new tenants of your previous apartment will receive the statement showing how much money you have on your account
                            WHAT TO DO?
                            • Before sending the offline mail with account statements, send an SMS alerting about upcoming delivery with corresponding delivery address and request to contact Citiphone if the address is incorrect
                            • Are you planning to fully replace the physical delivery of mail containing confidential data with email?
                              7. upsell
                              EXPECTATION
                              As Citibank client, you can expect that you will be offered a range of complimentary services. However this should be done unobtrusively
                              REALITY
                              • Citibank sales specialists apply an aggressive approach to sales, trying to do their best in selling you something you do not really need, and relentlessly trying to reach out to you via all phone numbers available. As a result, after the first such engagement you do not want to deal with Citibank at all
                              • At the same time, in Citibank Online there is a separate "Special Offers" section. I am the client of Citibank for about 5 years. Despite frequent calls, I have never received anything in this section
                                WHAT TO DO?
                                If you need to run upsell, just start with putting these alerts in a respective section of Citibank Online. Make these offers appealing, so that clients get interested in these and contact you themselves
                                8. feedback management
                                EXPECTATION
                                When choosing services, clients turn to feedback on recommendation platforms more and more often. In this case, the bank should either ensure high quality of service or at least work with complaints to show that it takes care of clients
                                REALITY
                                • Citibank rating on Banki.ru portal is 2/5, every 3rd feedback is left without response (3406 responses vs 5011 reviews)
                                • Citibank rating on recommendation platforms irecommend.ru and otzovik.ru is below 2.4/5, no complaints get responses from the bank
                                • Feedback on different communication channels (Citi Mobile, Citibank Online, Citiphone) is not being captured
                                  WHAT TO DO?
                                  • Treat recommendation platforms as extra support channel and ensure that each query is answered at least within 1 day after submission
                                  • Even if an issue cannot be resolved, at least state that the bank is sorry for what has happened and will take actions to avoid similar issues in the future
                                  • Set up post-call quality check for Citiphone requests (Email/IVR), embed feedback buttons in the app and on the website
                                    9. citiphone support
                                    EXPECTATION
                                    Phone support should be accessible, fast and free
                                    REALITY
                                    • Citiphone operates only 08:00-20:00 on weekdays – issues which you experience in the evening / over the weekend can be resolved only during the working hours
                                    • 8-800 toll-free number does not work for phones from Moscow – if you are in Moscow, you have to use Moscow toll number
                                        WHAT TO DO?
                                        • Make Citiphone available 24/7: clients will feel that Citibank takes care of them at any time and will appreciate it, while I would not expect a myriad of queries to flow through helpdesk over the weekend
                                        • Enable 8-800 tall-free number for all regions, including Moscow
                                          10. citi mobile support
                                          EXPECTATION
                                          Mobile app should be used as one of support channels when servicing customers
                                          REALITY
                                          Currently Citi Mobile provides only answers to FAQ, as well as Citiphone contact details
                                          WHAT TO DO?
                                          As the segment of customers who prefer to receive support over messengers is growing globally, enhance Citi Mobile functionality and add a chat bot supporting natural language processing, which would respond to client queries, help to perform various operations within the app and connect to the operator, if needed
                                            11. citibank online support
                                            EXPECTATION
                                            Support over Citibank Online should be provided in a timely manner
                                            REALITY
                                            Queries via Citibank Online get processed within 3 working days
                                            WHAT TO DO?
                                            Reduce processing time for requests received via Citibank Online at least to 1 day to be in line with what competition can offer
                                              12. social networks
                                              and messengers
                                              EXPECTATION
                                              Clients should be able to contact the bank via the main social networks and messengers
                                              REALITY
                                              • While responses in Facebook group are relatively fast (representative responds within 2 hours), recently created group in VK.com does not support communication with customers
                                              • Support channels in messengers are not established
                                                WHAT TO DO?
                                                • Introduce the functionality to contact Citibank in vk.com
                                                • Establish support channels in Whatsapp, Viber and Telegram
                                                • Set and monitor customer support response targets via social networks and messengers
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