The Customer Effect

Citi launches interactive Google Assistant ability for cardmembers

  • Financial institutions are still experimenting with voice.
  • Cardholder perks seems to be a good place to start.
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Citi launches interactive Google Assistant ability for cardmembers

Citi has launched the ability for cardmembers to interact with their Google Assistant to learn more about upcoming shows. This new capability works with both Google Assistant speakers and the Google Assistant mobile app. Citi Entertainment gives Citi cardholders access to events and experiences as a perk.

https://youtu.be/0T6GuWoLgJI
Citi's promotional video for new Google Assistant ability for cardmembers

What's going on: Citi's own research points to a growing receptivity to voice technology, at least for people who want to learn more about upcoming events in their area.

According to the bank's research, 58 percent (54 percent of millennials) are already using their smart speaker to find information about upcoming events in their area. By introducing this functionality, Citi provides cardmembers with more access to information on exclusive events, connecting with them in the channel they are increasingly adopting.

Some other interesting takeaways from Citi's research:

  • 73 percent (80 percent of millennials) use their smart speaker at least once a day and 63 percent (68 percent of millennials) use it multiple times a day.
  • 7 out of 10 consumers with a smart speaker have increased use of their smart speaker in the past year
  • Millennials, in particular, interact with their smart speakers, especially when they are cooking (80 percent), or in bed (64 percent). Thirty three percent even admit to interacting with their smart speaker while they’re on the toilet.

Voice banking isn't the messiah: Clearly, finding out if Miley Cyrus is playing next week at your local arena is easier than talking about a missing deposit with a voice bot. Banks are still trying to wrap their heads around voice. The talk around conversational banking has quieted a bit as banks try to figure things out. For some, like TD Bank, voice enables an opportunity to create a retail-like experience around banking. Many other financial institutions still struggle with empathy and privacy issues with voice banking.

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