City National Bank Overview
City National Bank provides a digital experience to its customers through its mobile app and online banking platforms. So far, customers are impressed by these services, and this has resulted in a high level of client satisfaction. Additionally, the bank has a client referral campaign whereby its relationship managers target existing clients to provide referrals to their friends, colleagues and family.
Information for this research was obtained from the company website which contained articles and press releases relating to the digital services offered by CNB and some awards won by the bank. Additionally, the website contained testimonials of clients who were referred to the bank by their business partners, friends and family members. We then shifted our focus to JD Power which contained customers’ reviews relating to CNB’s mobile app and online banking platforms. During our search, we established that CNB is referred to as a bank that is ‘built on client referrals’ on all platforms. As such, we concluded that the client referral initiative by the bank is not a current campaign but has been ongoing ever since the inception of the bank.
CUSTOMERS PERCEPTION OF CNB’S DIGITAL EXPERIENCE
CNB DIGITAL EXPERIENCE
According to a survey by JD Power, CNB has a rating of 854/1000. This is based on feedback from clients who solely rely on mobile or online banking channels. Below are ratings of the CNB app by users on different mobile platforms:
- Apple users-1.9/5 on iTunes.
- Android users-3.4/5 on Google Play.
Other awards won by the company include:
- 11 awards for commercial and small business banking from Greenwich Associates.
- In the North Central region, the company received the highest ranking in Customer Satisfaction. This was based on channel activities such as mobile and online banking, automated phone service, call center service, branch service, ATM, assisted online service, problem resolution, new account opening and communication and advice.
CNB CAMPAIGN (CLIENT REFERRALS)
Since its establishment, CNB is highly regarded in terms of client referrals. Current customers receive excellent service at the bank and are, therefore, always willing to refer their friends and family members to the bank. Based on such initiatives, the bank won the ‘Likelihood to Recommend’ award.
The marketing agency that has been tasked with creating the bank’s awareness across various media channels is Kiosk. Within the company, the relationship managers have the responsibility of reaching out to current customers and requesting for referrals. It is through these efforts that the company won an award for ‘Overall satisfaction with a relationship manager.’