Citibank’s Eight Tips to Digitize The Customer Journey

Low Lai Chow

This article shares how Citibank, a global bank with some 200 million customers, is adopting digitisation to better understand the customer journey.

The irony that banks have been slow to move towards digitalisation is not lost on Jerry Blanton, Citibank's Head of Marketing & Experience Design for Citi FinTech in Asia and EMEA.

"Banks are funny because we are probably one of the first industries to digitise," he said at a recent panel event at General Assembly in Singapore.

Blanton was alluding to the then-revolutionary ATM machine, which allowed bank customers to perform financial transactions and withdraw cash from it without the need for a human teller.

Fast forward 50 years, and Citibank – which has a considerable presence in emerging markets...

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