NEW YORK-What is one of credit union's biggest competitors up to when it comes to online initiatives?
After Forrester Research dubbed Citi's online banking site the best in the U.S. recently, Tracey Weber, Citigroup's head of internet and mobile banking and Bank Technology News' Mobile Banker of the Year for 2012, spoke about the bank's latest initiatives.
"We've evolved the design a lot this year in places, especially where we had customer feedback about things that could be played up and optimized," Weber told American Banker, an affiliate of Credit Union Journal.
The developers made the site simpler, cleaner, and easier to navigate, she says. "We elevated a lot of the quick tasks that you do on a regular basis, like paying a bill, without having to continually have to find your way back to the dashboard. We also integrated PFM and account integration into the dashboard."
Citi partners with Yodlee for PFM and account aggregation. "But I think what we did that was different, and that will lead to a better experience for customers, is the integration of PFM into the online banking dashboards," Weber said. "
On Citi's redesigned online banking site, in the lower right-hand corner of the customer's main "dashboard" page is a summary of her biggest expense categories. Users can click through to get to pages that show cash flow, savings goals and progress thereto, net worth analyses and budgeting tools. Customers who choose to use the account aggregation service see their non-Citi financial products, such as a card or mortgage at another instituion, mixed in with their Citi account information.
To manage offerings across online banking and mobile devices, Citi is experimenting with responsive design and touch-oriented apps and browser pages.
