For Immediate Release
Citigroup Inc. (NYSE: C)
June 06, 2011

Citibank Launches First Smart-Banking Branch in Malaysia


Investing in customer-centric innovations that redefine banking experience

Kuala Lumpur – Citibank today launched its first state-of-the-art smart banking branch, underlining its commitment to customers and its continued investments in Malaysia. The Citibank Smart Banking branch in Malaysia is also Citi's largest smart-banking branch in the region, covering a floor area of more than 27,000 sq ft, and is the first of its kind in Malaysia.

Located at Menara Citibank, Jalan Ampang, the branch seeks to redefine the customer experience by leveraging a customer-centric approach to the way customers interact and do transactions with their bank. By building on the concept of "Smart Banking," Citibank enables its customers to have access to its wide array of products, services and information, in a simpler, easier and more convenient way – where, how and when they want them.

Citibank's Smart Banking branch is equipped with cutting-edge facilities, such as the Citi Interactive Media Wall, which displays a diverse range of information; the Citi Work Bench, which allows customers to conduct certain banking transactions independently and at their own pace; and Citi video conferencing facility, which customers can use to obtain expert opinion and consultation from Citibank specialists. Also available are the Citi Service Browser, the Citi Media Wall and the Citi Private Briefing Room.

"Our new smart-banking branch reaffirms our commitment to our customers and our continued investments to grow our retail-banking business in Malaysia," said Sanjeev Nanavati, Chief Executive Officer of Citibank Berhad. "It also underscores our leadership role in banking technology and innovation. As a customer-centric bank, we will continue to offer cutting-edge facilities and market-relevant information to further enhance our customers' banking experience."

To date, there are nearly 100 smart banking branches in Asia Pacific, including Japan, Hong Kong, China, Taiwan, Vietnam, Korea, Singapore and Thailand.

"Citibank strives to be the most innovative banking institution in the industry. As part of this commitment, we are always looking for new and better ways to facilitate and enhance our customer's interaction with us. The design of this branch represents a paradigm shift in the way customers do banking. We built upon a solutions-based approach to drive and enhance customer satisfaction and redefine their banking experience with us," said Fabio Fontainha, Head of Consumer Markets for Citibank Berhad.

"Using technology as the enabler, we are giving customers control over their banking needs. Customers can open a savings account, place a time deposit or apply and get approval for a credit card within an hour here at our branch, on their own. They can use the interactive touch-screen panels to browse for information, obtain assistance from Citi professionals or enjoy a consultation with a product specialist by using the video conferencing facilities This is what we mean by giving customers control over their own financial matters, at their own pace," he added.

Citibank Smart Banking branch will operate from Monday to Friday from 9:30 a.m. to 8 p.m. and will be open every Saturday from 9:30 a.m. to 12 noon.

The Menara Citibank branch also includes a state-of-the-art Citigold center, which consists of 17 private consultation rooms and dedicated tellers to exclusively service the wealth-management needs of Citigold clients.

"We believe it is time for banks to redefine the way they interact with customers. At Citibank, we believe that this should be based on making banking simpler, more informative and readily accessible where and when the customer needs it. There is no more need to wait to execute a transaction. We are confident that this will be the start of a new and exciting consumer-banking approach in Malaysia," added Fabio.

Currently, Citibank has 11 branches, 10 Citi Sales and Outsourcing centers and offers customers' access to 10,000 ATMs at more than 2,000 locations in the country via the Malaysian Electronic Payment System (MEPS) network.

Citibank's Smart Banking portfolio of technology services:

  • Citi Media Wall
    A large multi-screen LCD system displaying a diverse range of information such as the latest foreign and domestic news flashes, weather information, market currency data, stock prices and exchange indices. Citibank related information is also displayed including the latest campaigns, product details and services information.
  • Citi Service Browser
    The Service Browser is an intuitive, interactive device that enables customers to self-navigate and gain information on the wide array of products and solutions relevant to the specific customer
  • Citi Interactive Media Wall
    An interactive touch point that enables customers, on their own, to browse through information that is of relevance or of interest, including financial data, domestic and foreign news, Citibank campaigns, product details and service information. The Citi Interactive Media Wall will also be used for interactive customer seminars
  • Citi Work Bench
    This allows customers, once they have identified the relevant products of interest, to transact and/or fulfill their banking needs on their own. By operating touch screens with advance user interfaces, customers can browse through products, services and solutions, open a savings account, place a Time Deposit, apply for a credit card (and get it within 60 minutes) as well as monitor their account transactions. Customers can choose to obtain assistance from one of the specially trained Citibank employees present at the branch.
  • Video Conferencing Facility
    This is an interactive video conferencing service that provides customers with the opportunity to obtain additional expert opinion and consultation from Citibank specialists at any other location on a real time basis via video phones.
  • Citi Private Briefing Room
    A private room where customers can communicate directly with a specially trained Citibank employee or receive expert consultation through the video conferencing system.

Citi, the leading global financial services company, has approximately 200 million customer accounts and does business in more than 160 countries and jurisdictions. Citi provides consumers, corporations, governments and institutions with a broad range of financial products and services, including consumer banking and credit, corporate and investment banking, securities brokerage, transaction services, and wealth management. Additional information may be found at