Starting with why
Value proposition and purpose
Wealth management is one of the core businesses for Citibank consumer bank in Asia, Europe and Middle East. Before changing the customer experience, we worked with the business owners in refining the digital brand and the value propositions. Crystalising the reason for being as a service and why affluent customers should choose our products and services.
Customer journeys
End to end service design
We spoke with stakeholders across 6 key markets to understand their expectations of the end to end experience and uncovered areas to innovate and improve with our business partners. These efforts helped us map our the service blueprint that will power the experience transformation over the next few years.
Co-designing with customers
We interviewed customers and potential users to learn about their current habits and behaviour around managing their wealth and understood from their perspectives the motivators and information they need to manage their money effectively.
Engaging new customers
We removed campaign and promotion heavy content with proposition focused content on our wealth websites to help prospects appreciate the value they will get when they start a banking relationship with us. We featured our strengths in client servicing, financial advisory services, and the digital tools we offered to match the needs of potential customers.
Building an enduring relationship from day one
Wealth is built over time and commitment. From the moment a new customer onboard, a dedicated relationship manager welcomes them to Citibank and use our platform - Total Wealth Advisor - to help them plan for their goals and secure what matters to them most.
Based on the inputs from the customer, the platform recommends a personalised investment portfolio which the customer and their relationship manager can discuss and decide on the best plan for them.
This digital assistant does the technical heavy lifting on behalf of the banker so that they can focus on their time servicing clients needs instead of managing spreadsheets.
Based on the inputs from the customer, the platform recommends a personalised investment portfolio which the customer and their relationship manager can discuss and decide on the best plan for them.
This digital assistant does the technical heavy lifting on behalf of the banker so that they can focus on their time servicing clients needs instead of managing spreadsheets.
Conversational experience
Having a great conversation with clients is one of the key wealth experience strategy. We made this possible with the help of conversational UI that enabled seamless interaction between the customers and their relationship manager anytime, anywhere.
Customers can review their portfolio in the comfort and privacy of their own space; take their time in considering various investment proposals their banker has for them; and easily place a trade by approving the trade from their online or mobile banking application.
Customers can review their portfolio in the comfort and privacy of their own space; take their time in considering various investment proposals their banker has for them; and easily place a trade by approving the trade from their online or mobile banking application.
Mobile first banking
With their plans and goals in place, customers can simply manage and grow their money from the convenience of their mobile devices.
Our new experience proposition drove a record number of new customer sign ups in 7 years and achieved the highest NPS score for wealth management in the market.
Our new experience proposition drove a record number of new customer sign ups in 7 years and achieved the highest NPS score for wealth management in the market.
