Absa Bank Sets Pace In Customer Experience | Banking/Finance

Despite the changes in the banking and economic environment around the world, one thing is certain – the customer is still the most important element in any business or activity.

As a marketing practitioner can, as Peter Drucker said a long time ago – the basic task of any business is to create and keep customers. No matter what you have to offer, how a business engages its targeted customers and provides satisfaction is the difference between survival and extinction.

Customers in the banking industry are increasingly dynamic and sophisticated. They dictate how banks should interact with them. He is leading the charge to redefine the modern workplace and the way we access financial products and services. The recent pandemic has also contributed to the transformation of banking models and the way services are provided. Customers are asking for new things such as the shift to branchless banking and virtual transactions.
Banks, therefore, have a lot to do in order to employ the skills they need to keep their customers satisfied.

The recently published KPMG Banking Industry Customer Experience Survey 2022 ranked Absa Bank among the top 3 in customer service in Ghana. Absa continues to rise in the KPMG rankings, starting in 10th place in the first roll out of the survey in 2016 and maintaining the top 3 position from 2020.

The survey highlighted several key areas of strength for Absa, including empathy, personalisation, time and effort, exceeding expectations, integrity and resolution. The bank is also highly rated for ease of transferring money between accounts and mobile wallets, with a special mention for the ATM’s QR code functionality for withdrawing money.

“We are excited to see that our efforts to be the most customer-obsessed bank in Ghana have paid off,” said Evelyn Acquah, Chief Customer Officer at the bank. “Our colleagues have worked hard to provide excellent customer service and we are proud to see that reflected in this survey. Our goal is to be consistently number one in the industry.”

Absa plans to launch new and innovative ways to take customer engagement to the next level this year.

“We are constantly asking the most critical questions about our operating model and how we can stand next to our customers and provide them with ease and convenience. This is the ethos and approach to work that defines the way Absa does things, said Evelyn.

The bank has been an enduring financial institution in Ghana’s banking industry for the past century, playing a key role in the country’s socio-economic growth and transformation. The bank aims to continuously improve the customer experience through the provision of innovative products, digital channels and excellent service delivery.