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Mobile Impact of Customer Lifecycle at Citi

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Presentation walks through 3 stages of customer lifecycle at Citi and showcases how Mobile (smartphones) has impacted each stage:
1. Acquisition - example highlights responsive design
2. Wallet Growth - example highlights the importance of data
3. "Sticky Services" - examples highlight creative ways to engage customers with mobile.

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Mobile Impact of Customer Lifecycle at Citi

  1. 1. Mobile in the Customer LifecycleJune 11, 2013Presenters: Alex Quintana
  2. 2. 2Agenda 1. Acquisition2. Wallet Growth3. StickyServices
  3. 3. 3Changes to the Digital 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 continueto grow.User are being ‘force upgraded’ to touch as replacement desktops/laptops are being factory shipped with touchcapabilityThe market is seeing a flood of affordable tablet and mobile devices of many different sizes and configurationsMobile (smartphone & tablet) web browsing will soon eclipse desktop browsing in the U.S. and worldwide
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  6. 6. Digital Strategy needs to meet customerswhere they are…And 85% of smartphoneowners are using a tablet or smartphonewhile watching TVSource: Nielsen , 2012
  7. 7. 9Agenda 1. Acquisition2. Wallet Growth3. StickyServices
  8. 8. 10Mobile Offers utilize behavioral targetingNew 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)
  9. 9. 11Context is King21Have a safe flight, Judy.Please remember that yourCiti Card has no foreignexchange fees,
  10. 10. 12Agenda 1. Acquisition2. Wallet Growth3. StickyServices
  11. 11. 13Customersare no longeronly here
  12. 12. 14Be Relevant to the DeviceIntercepting customerswho were using mobiledevices to access theiraccounts – andprompting them todownload the Citi app –resulted in a nearly 10%lift in daily downloads.
  13. 13. 15Nearly 60% of Customers Opened this Email on Mobile
  14. 14. 16Device Sensitive Banners allowed us to bridge Email – Mobile ChannelsDevice Sensitive Bannersallowed:1. Easier access to the message2. Contextual / Relevant way to promote mobile app usage3. Lowest cost per acquisition – our most effective way of growingmobile adoption
  15. 15. 17Online Strategy = Mobile StrategyBanners that are made to look contextual to navigation perform significantlybetter. In the case of “Download Now”, the blue wave format performed nearly30% better than the image.
  16. 16. 18Context drives a Multi-Channel ResponseCustomer Deposits Check in ATM1 2Trigger Contextual Message OnlineCustomerdownloadsCiti Mobile3
  17. 17. 19• Your customers are going multi-screen – be there to meet them• Treat mobile as the most personal channel you own and be sure your offers are highlyrelevant 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 channelsKey Takeaways
  18. 18. Thank you very much!For more information, contact:Alex Quintana@atQuintanaalejandro.quintana@citi.com

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