The bank’s Singapore arm took the top spot in the Forrester Singapore 2021 Customer Experience Index, which focused on the quality of customer experience amongst the financial services brands in the banking and automotive/home insurance sectors. Citibank scored well in all four critical CX drivers measured for the banking sector in the study, as well as in brand-related metrics.
The bank’s net promoter score --a measure of customer loyalty and satisfaction-- across its cards, wealth and digital businesses rose 35% in 2021 compared to end-2020, the study found. The higher customer sentiment is a key reason for the bank’s 88% jump in new client referral rates in 2021.
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