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Citi
The Challenge
Citibank Flagship Branch
With Citibank having far fewer branches than its U.S. competitors and an upscale consumer base that demands access to financial services anytime, anywhere, the digital customer experience over the last 10 years has arguably become the most important expression of the Citi brand itself. So when Citibank asked Atmosphere to help create the country’s first 100% paperless branch in New York’s Union Square neighborhood, we saw the opportunity to bring the digital customer experience to the retail environment.
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Citi
The Solution
Citibank Flagship Branch
For Union Square visitors and residents, the conversation starts at street level with three large media walls, where we try to dissuade those passing by from doing just that with messages designed to engage and intrigue. Inside the branch, customers can discover the full depth and breadth of Citibank benefits via a newsfeed-style brand wall. On six interactive touch screens throughout the bank, customers can explore services organized around them instead of product categories. And with everything from 24/7 customer service video conferencing to evolving social media integration, the real-time nature of the branch gives Citi and Atmosphere the ability to make sure customers are getting the information they need, the instant they need it.
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Citi
The Results
Citibank Flagship Branch
For Citibank, the true measure of success has less to do with the opening of a new branch than with the launch of a brand new experience in banking itself. While it’s too soon to know the numbers on new bank accounts, savings vehicles, home equity loans and other tangible metrics, the early returns on the branch experience have been nothing but positive. With the business press calling the branch everything from “innovative” to “the bank of the future” and enthusiastic reports coming in daily from customers in Union Square, it looks like the digital brand experience that Citi customers find online and on their smartphones has found a new home on the corner.
