The challenges of using the Citytouch app and its impact on customer retention: a study on City Bank PLC

Abstract

This internship report presents an overview of the practical experiences gained at The City Bank PLC under the Customer Experience Department. The focus was on grievance management, service quality monitoring, and process improvement initiatives. Key responsibilities included handling customer complaints, preparing audit reports, analyzing Net Promoter Score (NPS) data, and contributing to digital transformation efforts. The report also addresses operational challenges, particularly related to the Citytouch app, and evaluates its impact on customer retention. Insights gained from the internship have deepened understanding of customer-centric banking practices, data-driven decision-making, and compliance in the financial sector.