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Citi Malaysia to open digital branches

Feb 09. 2017
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CITI MALASYIA will open four digital branches in the country in response to the changing preferences of clients.

The bank said that in the past year Citi Malaysia saw growth of 18 per cent in 30-day digital use by clients and growth of 30 per cent for 30-day mobile use.

It noted that more than 40 per cent 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,” the bank said.

“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 said.

Citi Malaysia chief executive Lee Lung Nien said the digital capabilities blend well with Citi’s mix of service offerings. Citi branches are now more focused as wealth management and advisory hubs.

“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,” Lee said.

“Digital banking has transformed how we serve clients and our priority is delivering a remarkable client experience to our clients wherever they choose to bank.”


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