Citi drives omni-channel, customer-centric experiences with decision science
360-degree view of customer
100% centralized decisioning
9+ connected channels
“Citi has successfully deployed the Omni-channel Decision Engine to our U. S. personal bank, post login web, mobile, branch, and agent channels. We're at 100% traffic on web and mobile and are ramping in the other channels.”
The Business Issue
Citi has been providing customers with financial services that enable growth and economic progress for more than 200 years.
This storied past has meant that the bank's data and processes were spread across multiple product-specific silos, hindering a holistic understanding of its customers. As the digital age advances, the bank recognized the need for change.
Delivering superior decisions and personalized experiences at scale called for a transformative shift in harnessing both internal and external data sources and unifying the customer journey for a truly personalized experience.
The Citi U.S. Personal Bank had a vision – known as the Customer 360 approach. It sought to provide a client-centric experience that would personalize interactions, create seamless experiences, and foster meaningful relationships with customers.
Citi used the Pega Customer Decision Hub™ and advanced analytics to address these challenges. It developed the Customer Analytic Record, a curated data stream spanning thousands of elements including real-time attributes and insights. This comprehensive repository provides a unified view of customers’ interactions, products, and channels.
By using “honest” data – the information customers entrusted the bank with – Citi can now uncover actionable insights. For example, identifying a hotel reservation coinciding with a customer's birthday allowed the bank to surprise the customer with a special gesture, fostering a personal connection – an opportunity that would’ve been missed just a few years ago.
Citi expanded its capabilities by integrating external data sources like credit bureau data and social media. This external data, combined with internal insights, drives proactive engagement. The Pega Customer Decision Hub has unlocked a new mode of operating in which Citi can ensure it’s making the right decision for every customer within every interaction, in the moment and in real time.
The Citi U.S. Personal Bank has successfully moved away from making marketing offers to having conversations based on what its customers need in each moment of interaction.
By breaking down silos between interactions, products, and channels, Citi achieved true omni-channel decisioning. Customers get a consistent and relevant experience – whether they engage through web, mobile, branch, or agent channels.
- 100% centralized decisioning on web and mobile, with accelerating adoption across other channels, empowering frontline staff to have meaningful, contextualized conversations
- 9+ connected channels
- 360-degree view of customer