Citibank was the top-ranked bank for the second time in three years, in an annual Singapore customer experience study by global research and advisory firm Forrester.
The global bank took the top spot among multichannel banks in the Forrester Singapore 2023 Customer Experience Index released recently.
The study focuses on the quality of customer experience among the financial services brands in the banking and automotive/home insurance sectors.
Brendan Carney, Citibank Singapore Chief Executive Officer, said, “This Forrester recognition, coming directly from our customers, is for us a testament to our team’s relentless focus on providing exceptional service and delivering remarkable value to our customers across our Wealth Management, Cards, and Lending offerings.”
“We listen to our customers every day for feedback on how we can serve them better and provide them with more value, and we invest every day to act on that feedback. Our goal is not just to give great service, but also to offer compelling value as well to generate sustained customer delight,” he said.
Citibank has an omni-channel customer engagement model encompassing various physical and digital touchpoints. Its central thrust is creating exceptional client experiences, whether customers are meeting its dedicated team of experts or banking on the go with its intuitive Citi Mobile App.
The bank places great emphasis on valuing customer insights, most notably with its Voice of Customer initiative that incorporates client feedback into its journey-mapping efforts which guides its employee training and development programmes.
Citibank also invested in key enhancements to its mobile app, including developing a Digital Lounge – a dedicated module that offers Citigold and Citigold Private Client customers convenient one-stop access to exclusive features and benefits.
It also improved the digital onboarding and rewards redemptions for credit card customers and enriched its wealth dashboard with sharper analysis and deeper portfolio insights.
Nilesh Kumar, Citibank Singapore’s Head of Digital Channels and Experience, said, “Our priority is to provide a seamless, fast and secure customer experience, and what sets us apart is our constant drive to listen to customer feedback and act upon it. We actively encourage customers to share their thoughts, suggestions, and concerns, as each piece of feedback helps us refine and optimise our services.”
“Whether it is through surveys, focus groups, or social media channels, we engage in an open and transparent dialogue with our customers. Valuing their insights even more is a critical source of improvement,” said Nilesh.