Citi Malaysia’s digital drive continues with branch transformation

KUALA LUMPUR: Citi Malaysia’s latest branch transformation initiative will see the creation of four digital branches in the country in response to the changing preferences of clients and supporting further growth in Citi’s consumer business in the country.

During 2016, Citi Malaysia saw growth of 18% in 30-day digital use by clients and growth of 30% for 30-day mobile use. To date, more than 40% of Citi Malaysia’s customer base is digitally active.
The branches located in Cheras, Taipan USJ, Bukit Tengah in Penang and Durian Tunggal in Malacca will be upgraded to digital branches effective March 16, 2017, offering clients a suite of digital only self-service channels modelled on Citi’s Smart Banking strategy.
Within the region, this includes intuitive touch screens and high definition media walls designed to attract, engage and connect clients with products and services, digitally and all on demand. The move is in line with increasing client preference for digital banking services rather than over-the-counter teller services.
Citi Malaysia CEO Lee Lung Nien said: “In our push to further digitise and support growth, a smarter network that embraces digital makes good business sense as we see more of our clients opting for digital banking.”
In Malaysia, Citi launched Voice Biometrics in 2016, the first bank to do so in the country to verify clients through their unique voiceprints. This has seen a reduction by 66% of time spent verifying client details.