Developing Technology with a Human Face

Every time customers use an electronic application, either directly or with a staff member, they have a "conversation with the bank." At Citibank, we work to provide each such encounter with a human-like texture. This is accomplished through an iterative R&D process; what we learn from listening to and watching consumers during research is integrated into subsequent development phases. Our relentless consumer focus helps us to create effective interactive applications; and when we do our job well, all parties benefit. The customer receives better and more consistent service, and easier and more convenient access to his money. In other words, we increase the customer's sense of control, reduce the pain associated with managing financial chores and increase the customer's productivity.