Check the acquisition promise
Read the store headline, screenshots and description. What problem is the app promising to solve?
Study the storefront ↗Citizens Bank, N.A. · iOS
Explore the ad evidence, study the storefront, and build your next acquisition hypothesis.
01 / Creative research
Read the store headline, screenshots and description. What problem is the app promising to solve?
Study the storefront ↗Explore apps with direct store-link matches. Compare their hooks and formats without assuming the same approach works here.
Browse observed advertisers ↗Store rankings and revenue estimates describe market context. They do not establish ad spend, conversions or ROAS.
Review the market context ↗02 / Storefront & product
Study the product story and store experience behind the acquisition funnel.
03 / Market context
Keep revenue, downloads and store rankings separate from advertising performance.
Citizen’s initiated a puzzle to verify a real person. Five FIVE, FIVE selections are required, which is totally unreasonable. However, the program in some cases has an internal error (a software bug) and even if you just finished the fourth or fifth puzzle, the program forces one to redo the full test. This IS NOT customer friendly front end. I have other financial accounts and they handle security for more effectively. I have multiple personal and business accounts for about 49 years and near the point of leaving Citizens. Perhaps Citizens should have the IT personnel that launched this absurdity either talk to customers (especially older one whose sight and hearing are lesser due to age), or be required to sit in several full days training repeating this invasive and frustrating access method! I have advised the local branch in Milford NH of my displeasure and sent an email to the office of the CEO. In closing, an old marketing axiom is shared. A happy customer will share positive news to two or possibly three people. An unhappy customer is likely to share the negative experience with ten or more people. Finally, is there any one employed by Citizens that will be an ombudsman for customers to effect change?
Would like to preface this with the fact I’ve never had a negative experience with Citizens Bank employees. Every time I’ve had to speak with a representative over the phone or go in person to one of the branches, they’ve been incredibly helpful and wonderful. But god, the app for this bank is just so horrible. I can’t even think of a worse app I have on my phone but I can’t really get rid of it since it’s integral to my bank account’s functions. 90% of the time I can’t log in, and it attempts and fails so many times that it ends up locking my account and I have to go through a verification process on my PC, just to do something as simple as check my balance. On the few times I need to actually do something, it’s so miserable I have just primarily started using a different bank since their apps work better. Trying to move money between accounts causes the app to refresh and log me out, which then reverts back to my first issue. Zelle just simply doesn’t work, and having to pay my rent via Zelle is an hour long process because the app won’t accept my request to pay the amount, then refreshes, logs me out and sometimes forces me to do the verification process on my PC, which isn’t always accessible. Please just fix the app, I don’t understand why this sort of thing is so complicated for this company. I have zero issues with the Venmo, PayPal, CashApp or Bank of America app.
I have been banking here for over 10 years. Up until about a year ago the app was the most dependable and up-to-the-minute app for knowing in real time what was going on with my accounts. I felt like we had a very clear and comprehensive way to communicate. That is no longer the case and I have on numerous occasions had to negotiate the terms of overdraft fees for transactions that don’t post to the app. One helpful rep scolded me for not using a check register. This isn’t 1974 people. There is no excuse for a mobile app from my bank not to be able to populate transactions in a timely manner. I’m talking delays with 2-3 day gaps. Where everything looks fine for those 2-3 days then suddenly a transaction dated for 3 days prior is suddenly on the app and you got a $37 fee. Citizens, you really need to do better. There are other banking apps that provide a 24 hour notification if something overdrafts and a timer counts down that grace period allowing the customer to address and fix it. I get your check register argument. But with so many digital transactions that manage the average household…it doesn’t always shake out just right. I just don’t see how blaming your customers trusting your app is good for business.
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