Kuala Lumpur, Feb 8 - Citi Malaysia’s latest branch transformation initiative will see the creation of four digital branches in the country in response to the changing preferences of clients and supporting further growth in Citi’s consumer business in the country.
Last year, Citi Malaysia saw growth of 18% in 30 day digital use by clients and growth of 30% for 30 day mobile use. To date, more than 40% of Citi Malaysia’s customer base is digitally active.
The branches located in Cheras, Taipan USJ, Bukit Tengah in Penang and Durian Tunggal in Melaka will be upgraded to digital branches effective March 31, 2017, offering clients a suite of digital only self-service channels modelled on Citi’s Smart Banking strategy.
Within the region, this includes intuitive touch screens and high definition media walls designed to attract, engage and connect clients with products and services, digitally and all on demand.
The move is in line with increasing client preference for digital banking services rather than over the counter teller services.
Citi Malaysia Chief Executive Officer Lee Lung Nien says, “In our push to further digitise and support growth, a smarter network that embraces digital makes good business sense as we see more of our clients opting for digital banking. Digital banking has transformed how we serve clients and our priority is delivering a remarkable client experience to our clients wherever they choose to bank.”
In Malaysia, Citi launched Voice Biometrics in 2016, the first bank to do so in the country to verify clients through their unique voiceprints. This has seen a reduction by 66% of time spent verifying client details. Citi established partnerships with GRAB, Lazada, Expedia, 11th Street, Zalora, Agoda, Samsung Pay, VISA Paywave and WeChat as the bank increasingly works to be more relevant in key digital ecosystems where the bank’s clients are increasingly active.
During 2016, the Bank also launched a new Citi Mobile app in Malaysia, the first bank to allow clients to register for an online banking account entirely on their mobile app. Clients can also apply through the mobile app for a credit card, credit card loans, create their own credit card PIN and activate their cards among many other services from their mobile phones.
“The mobile phone is now your bank branch too. Citi already has a relatively light footprint of Smart branches in high impact urban locations. We are continuously optimizing this through a mix of iconic city locations, transit hubs and retail malls. You will see a consistent implementation of technology and banking innovation as part of the Citi Asia global consumer business strategy that is mobile first and focused on delivering a remarkable client experience,” Lee adds.