Citi to export China success

US bank using online offerings to upgrade global consumer division

Citigroup Inc's consumer banking franchise is undergoing a digital transformation in China, and is looking to use that experience in other markets, according to the head of consumer banking at Citi China.

"Some of the things that are happening in the China market really are at the forefront of the development of consumer banking in many markets around the world ... because it (the China market) is evolving, particularly in digital ways. Customers are embracing these digital experiences so wholeheartedly at such a pace in this market," said Darren Buckley, country business manager of global consumer banking at Citibank (China) Co Ltd.

"If we can be successful in China, we can be successful anywhere in the world with our consumer franchise," he said.

During a recent interview in Beijing, Buckley recalled that when international banks first came to China, domestic banks were keen to learn what the foreign banks already knew.

"But today the tables are turned. The best domestic banks in China actually have better capabilities and more skills than the international banks in their consumer banking units here in China. So we are going back and learning from the domestic banks about how they evolve their business models here, how they partner with some of the most advanced fintech companies in China, and how they are redesigning customer experiences and customer journeys through their mobile and online platforms," he said.

For example, on May 7, Citi China announced the launch of its Voice Biometrics authentication system, offering customers enhanced security and a more convenient experience when they connect to one of Citi's service hotline officers. Using the system means customers are not required to remember complicated passwords or answer multiple personal questions. The bank also provides AI-powered chatbots via its account on the WeChat instant-messaging app.

As a result of these changes, Citi China has lowered operating costs for its card business. The bank also expects to see its consumer franchise revenue growth hit double digits over the next three to four years, according to Buckley.

"It used to be a time when to be successful in consumer banking, it was about the number of branches that you had and the ease with which customers could come to your branches to enact their banking needs. That's no longer the case," he said.

"To be successful in consumer banking, we have to provide tools to enable customers to do the banking in the way they want to do banking, at a time when they want to do banking. The tools need to be seamlessly available 24 hours a day, seven days a week."

Citi's Chinese counterparts are experiencing the same transformation. A report issued by EY shows that in 2017, banks listed in China attached great importance to the leading role of financial technologies in transforming business models and expanding financial services, striving to enhance the customer experience and create competitive advantages.

According to the report, 35 of the 41 listed banks mentioned the application of technologies in specific businesses in their 2017 annual reports, such as big data, cloud computing, biometrics, artificial intelligence and blockchain.