New York Today Citi launched Citi Mobile® Snapshot, a new opt-in feature of the Citi Mobile® app, for all U.S. banking and credit card customers. Citi Mobile Snapshot enables customers to view deposit and credit card balances and recent transactions without having to log into their accounts. The national launch follows a successful beta test conducted with customers over the past three months. Citi is the first major U.S. bank to offer the feature.
"Customers' expectations when it comes to mobile banking are growing every day, and at Citi we want to create remarkable experiences that surpass them," said Heather Cox, Chief Client Experience, Digital and Marketing Officer, Citi Global Consumer Banking. "Customers want fast and simple access to their account information, and Citi Mobile Snapshot is the latest example of how we are finding new ways to deliver."
Citi banking and credit card customers who choose to enroll in Citi Mobile Snapshot will have quick access to their basic account information merely by opening the Citi Mobile app. The new feature will help enrolled banking and credit card customers monitor their accounts on-the-go by displaying balances and the 15 most recent transactions without requiring a log-in every time. Information will be shown only for customers who choose to opt in by enrolling in the feature. All account transactions will continue to require log-in authorization.
The introduction of Citi Mobile Snapshot feature is part of the complete redesign of the Citi Mobile app launched earlier this year. The new app, enabled for iPhone® and Android™ devices, provides U.S. banking and credit card customers with new and enhanced mobile account management capabilities. New features, a cleaner, sleeker design, intuitive navigation and alerts on-the-go have been added to make it faster and simpler for customers to check balances, transfer money and make deposits and payments. Over time, the app will go live to Citi customers around the world.
During the three-month beta test of Citi Mobile Snapshot, Citi surveyed hundreds of customers and reached out to many of them individually to collect feedback about the feature and their decision-making about whether to enroll in it. More than half of the responders who downloaded the new app chose to enroll in the feature, and more than 70 percent of those opt-in users reported their Snapshot experience as good or excellent.
"Technology companies have long used beta testing to refine offerings, but it's far less common among banks," said Melissa Stevens, Head of Internet and Mobile Banking, Citi Global Consumer Banking. "We used this method to learn directly from customers who would be using the feature in the real world, and we're glad we did. We found users were extremely positive about the feature itself and we learned some important things about how to make the enrollment process both more informative and streamlined."
The Citi Mobile app is available free to download from the App Store? or Google Play™. A demo video of the app can be found here on Citi's YouTube channel.
The new Citi Mobile app is the latest example of Citi bringing new digital features to customers to help simplify their lives. Forrester Research, Inc. ranked Citibank® Online #1 for the second straight year in its January 2014 report: "2013 US Bank Secure Website Rankings." Citi was cited as standing out for assisted service, providing a wide array of contact options as well as best-in-class social media customer service, and in security and privacy, with succinct and consumer-friendly guidance on identity theft, cyber threats, and email spoofs.
Citi, the leading global bank, 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.
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