Mobile Impact of Customer Lifecycle at Citi

Mobile Impact of Customer Lifecycle at Citi

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  Mobile in theCustomer Lifecycle June 11, 2013 Presenters: Alex Quintana
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  2 Agenda 1. Acquisition 2.Wallet Growth 3. Sticky Services
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  3 Changes to theDigital Landscape 1 in 3 Americans now has a tablet device. [Pew Internet & American Life Project] Users are consuming more content on mobile devices than ever before, and that consumption will only continue to grow. User are being ‘force upgraded’ to touch as replacement desktops/laptops are being factory shipped with touch capability The market is seeing a flood of affordable tablet and mobile devices of many different sizes and configurations Mobile (smartphone & tablet) web browsing will soon eclipse desktop browsing in the U.S. and worldwide
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  Digital Strategy needsto meet customers where they are…And 85% of smartphone owners are using a tablet or smartphone while watching TV Source: Nielsen , 2012
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  9 Agenda 1. Acquisition 2.Wallet Growth 3. Sticky Services
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  10 Mobile Offers utilizebehavioral targeting New UI design aligns with Global Mobile “Products & Services” template. Note: Offers will be available in Mobile App and Cards Thin Client (Thin Client shown here on Nokia Windows Phone)
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  11 Context is King 21 Havea safe flight, Judy. Please remember that your Citi Card has no foreign exchange fees,
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  12 Agenda 1. Acquisition 2.Wallet Growth 3. Sticky Services
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  13 Customers are no longer onlyhere
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  14 Be Relevant tothe Device Intercepting customers who were using mobile devices to access their accounts – and prompting them to download the Citi app – resulted in a nearly 10% lift in daily downloads.
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  15 Nearly 60% ofCustomers Opened this Email on Mobile
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  16 Device Sensitive Bannersallowed us to bridge Email – Mobile Channels Device Sensitive Banners allowed: 1. Easier access to the message 2. Contextual / Relevant way to promote mobile app usage 3. Lowest cost per acquisition – our most effective way of growing mobile adoption
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  17 Online Strategy =Mobile Strategy Banners that are made to look contextual to navigation perform significantly better. In the case of “Download Now”, the blue wave format performed nearly 30% better than the image.
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  18 Context drives aMulti-Channel Response Customer Deposits Check in ATM 1 2 Trigger Contextual Message Online Customer downloads Citi Mobile 3
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  19 • Your customersare going multi-screen – be there to meet them • Treat mobile as the most personal channel you own and be sure your offers are highly relevant and targeted • Different devices call for different strategies • Online Strategy does not equate to Mobile Strategy • Be creative and present relevant messaging to customers to bridge channels Key Takeaways
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  Thank you verymuch! For more information, contact: Alex Quintana @atQuintana [email protected]