GCB Bank PLC is taking customer service beyond the traditional one-week celebration, opening the entire month of October to deeper engagement with customers across its branches, communities and digital platforms.
Under the global theme “The Extra Mile,” the bank has transformed this year’s Customer Service Week into a month-long programme focused on customer appreciation, education and direct interaction.
The move gives customers more time and space to speak about their experiences, raise concerns, provide feedback and engage directly with the people responsible for shaping the bank’s services.
Rather than treating customer service as a once-a-year campaign, GCB is using October to bring its customer-centric strategy closer to everyday banking experiences.
The initiative also comes as customers increasingly expect financial institutions to provide services that are responsive, accessible and easy to understand. GCB says the conversations planned throughout October will help the bank better understand those expectations and identify areas where improvements are needed.
GCB leadership steps closer to customers
With more than seven decades of service to Ghanaians, GCB says its relationship with customers remains central to its operations.
Managing Director of GCB Bank, Farihan Alhassan, said the bank understands that customer trust carries a significant responsibility.
“For generations, our customers have trusted us with their savings, businesses and aspirations. We value that trust and recognise the responsibility that comes with it. This October, we are making more time to hear from our customers and understand how we can serve them better.”
Farihan Alhassan
The planned engagements will give customers opportunities to interact not only with frontline staff but also with senior executives.
A major feature of the programme will be a Customer Town Hall, where customers will have the opportunity to share their experiences and engage directly with the bank’s leadership.
Members of GCB’s Executive Committee will also visit branches during the month. Their presence is expected to provide firsthand exposure to the realities customers and employees encounter in their everyday interactions with the bank.
The branch visits could also create a more direct feedback loop between customers, frontline employees and senior management, allowing concerns and suggestions to be heard closer to where banking services are delivered.
Customer feedback takes centre stage
GCB has positioned customer centricity as a key pillar of its strategy, influencing how the bank develops products and delivers services.
That focus will become particularly visible throughout October as customer feedback takes centre stage in the month-long activities.
Chief Marketing, Communications and Customer Experience Officer at GCB Bank, Cynthia Eyram Ofori-Dwumfuo, said improving customer service begins with getting fundamental aspects of banking right.
“Going the extra mile starts with getting the everyday things right: clear information, timely responses and support when customers need it. This month, we want to hear what is working and where we need to improve, and use that feedback to strengthen the service we provide.”
Cynthia Eyram Ofori-Dwumfuo
Her comments place emphasis on practical aspects of the customer experience. Clear communication, prompt responses and timely support can significantly shape how customers perceive their relationship with a financial institution.
The October programme therefore creates an avenue for GCB to gather feedback directly from the people using its products and services.
Appreciation and customer education
The programme will not focus solely on collecting complaints or suggestions. GCB has also lined up activities aimed at recognising customers and strengthening their understanding of financial services.
Branch appreciation programmes will form part of the activities, while customer education sessions will provide opportunities for clients to gain useful information.
Patrons Appreciation Day will also recognise longstanding relationships between GCB and its customers, highlighting the importance of loyalty in a banking relationship that has developed over several generations.
The bank is also introducing a more social dimension through the GCB Aerobics Fiesta, which will bring customers together through fitness and wellness activities.
The combination of education, appreciation, interaction and wellness gives the October programme a broader character than a conventional customer service campaign.
What happens after October could matter most
While the activities will run throughout October, GCB says its customer service commitment will not end when the month does.
Insights gathered during the engagements are expected to inform ongoing improvements to the customer experience. This means feedback collected from town halls, branch interactions, education sessions and other activities could contribute to future adjustments in how services are delivered.
The bank is encouraging customers to follow its official channels throughout October for information about the various activities and how they can participate.
GCB’s decision to extend Customer Service Week into a month-long engagement creates a longer window for customers to speak, listen and interact with the institution.
With senior executives visiting branches and customers being invited into direct conversations, October will provide GCB with an opportunity to hear experiences that may not always surface through routine banking channels.
The success of the initiative will ultimately depend on how effectively customer feedback translates into improvements beyond the celebrations. GCB has indicated that the lessons gathered during the month will feed into its continuing customer experience efforts.
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