How Citi Global Cards Leverages User Research to Improve Digital Experiences - eMarketer
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eMarketer Interview

How Citi Global Cards Leverages User Research to Improve Digital Experiences

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An interview with

Alice Milligan

Chief Customer and Digital Experience Officer, Citi Global Cards, Citi

Interview summary

At Citi Global Cards, chief customer and digital experience officer Alice Milligan is responsible for meeting customers’ always-on expectations. She spoke with eMarketer’s Nicole Perrin about what those customers want, and what Citi is doing to provide it.

Interview

eMarketer: What do customers expect from their experience with Citi?

Alice Milligan: Through extensive research and co-creation efforts with customers, we have developed a core set of customer experience principles that we consistently apply at every step of our design and development process. We’ve learned that customers have four key expectations: They want us to know them, value them, make it easy for them and protect them. These principles clearly manifest themselves when we speak to customers about their expectations for mobile servicing in particular, which is our fastest-growing channel.