Regardless the evolving nature of the banking and economic sector across the world, and amidst the current financial crises in the industry, the customer is still the most important element in any business activity.

No matter what the offering is, how a business engages its targeted customers, prioritize customers value and gives them convenience, is the difference between survival and extinction. Customers in the banking industry are becoming increasingly dynamic and sophisticated.

A recently published KPMG Banking Industry Customer Experience Survey, 2022 ranked Absa Bank among the top three banks in Ghana which ensures customers satisfaction exceeded their expectation.

Absa Bank has consistently moved up in the KPMG rankings, starting in 10th position in the first rollout of the survey in 2016 and maintaining a top three position since 2020.

The survey highlighted several key areas of strength for Absa including empathy, personalization, time and effort, exceeding expectations, integrity, resolution and the act of providing support to both prospective and existing customers, especially the illiterates.

The bank was also highly rated for the ease of transferring money between accounts and mobile wallets, with special mention given to its ATM QR code functionality for withdrawing money.

Mrs. Evelyn Acquah, the Chief Customer Officer of Absa Bank expressed her delight and gratitude for the recognition given to the bank.

“We are thrilled to see that our effort to become the most customer-obsessed bank in Ghana are paying off. It is an ethos and approach to work that define the Absa way of doing things. Our colleagues have worked hard to provide excellent customer services and we are proud to see a reflect of it in this survey. Our target is to be a consistent number one in the industry.”
Mrs. Evelyn Acquah

Touching on Absa bank’s mission to create opportunities for its customers in order to make their possibilities real, Mrs. Acquah revealed that the bank plans to roll out new and innovative ways to take its customers commitment to the next level this year.

“We are constantly asking the most critical questions about our operating model and how we can increasingly stand beside our customers and offer them ease and convenience.”
Mrs. Evelyn Acquah

The bank, according to Mrs. Acquah, has been an ever-present financial institution in Ghana’s banking industry over the last century, playing a crucial role in the country’s socioeconomic growth and transformation. “We aim to continue improving the experience of our customers through the provision of innovative products, digital channels and excellent service delivery,” she added.

Customer Culture And Experience

According to KPMG, building a customer-centric culture is a very intentional process that banks need to embark on. “Training remains central to achieving this objective,’ it added.

“Some banks have adopted innovative ways of transferring knowledge and shaping their culture and customer’s experience.
“Customer experience and employee experience is a two-way street. As banks shape employees’ perspective, it is also important to hear their voice and remove barriers that hinder their service delivery.”
KPMG

KPMG therefore urged employees of banks to treat customers as king, as they are the center of any organization’s success.

“Bank staff should not think they are doing customers a favor by attending to them. They may lose credible customers as a result of unprofessional conduct.”
KPMG