Citizens Financial Group: Beyond Digital

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14 April 2020

Winner of the 2020 Celent Model Bank Award for Commercial Banking Transformation


Citizens Commercial Banking transformed its business and technology ecosystem in a multi-year, multi-faceted program to enhance the commercial banking client experience. A catalyst of the project was a new relationship manager coverage model to better align the bank’s sales teams to all clients across a geographically expanding client base. Complementing this coverage model is a “white glove” concierge servicing model called Commercial Priority Services (CPS) that moves away from traditional and impersonal corporate banking service standards.

On the technology front, the bank launched a cloud-based cash management offering, accessOPTIMA®, an omnichannel engagement platform. The bank’s commercial banking technology ecosystem incorporates various innovative fintechs to optimize human and digitally delivered onboarding and servicing. Providing 24x7 concierge service using leading technology tools is a differentiating business model in the bank’s key regional and vertical markets. Long-term investments in core technologies such as Bottomline, nCino, and Salesforce can now be significantly leveraged and enhanced through data automation, API connectivity/ functionality, and new fintech integrations.

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