Francisco Aristeguieta
Citi is serving its clients by putting banking in the palm of their hands. But this is no indication that the bank is withdrawing completely from human engagement and interaction.
By adopting the latest in digital banking technologies, Citi is simply, according to Francisco Aristeguieta, chief executive officer (CEO) for Asia-Pacific, responding to clients’ need to engage with the bank differently.
Digitization, he says, allows Citi to give its clients “much better offers that are contextual” and “more relevant and reflective of what you do and what you like.” He says Citi makes it a big priority to help clients accomplish their goals.
State-of-the-art technology ensures that Citi’s face-to-face interactions are being strengthened and deepened. “We have equipped our relationship managers with very powerful tools to engage clients, to provide quality advice and better insights around clients’ portfolios and the opportunities to invest,” Aristeguieta says.
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“Success is really about being sustainably relevant to clients,” he says. Listening to clients and understanding their behavior, Aristeguieta says, are important in ensuring relevance. “The decision to digitize was driven by the change in clients’ behaviors as branches stopped being relevant.”
Branches, no matter how close to home or place of work, are not as effective and quick in delivering the services, information and other banking needs. With the prices of smart mobile phones coming down, Aristeguieta expects more people will take advantage of their many sophisticated features for banking and other purposes.
