GCB Bank PLC is facing fresh calls to deepen its customer-centred approach as customers urge the bank to create more opportunities for direct engagement with its leadership and respond more closely to their banking needs.
The demand emerged during a Customer Town Hall led by Managing Director Farihan Alhassan as part of the bank’s Customer Service Month 2026 activities. The meeting brought customers and senior management together to discuss service delivery, business growth, customer experiences and opportunities to improve the relationship between the bank and the people it serves.
While customers acknowledged positive experiences with some of the bank’s relationship managers, their call for more frequent engagements highlighted the growing importance of listening to customers beyond routine banking transactions.
The discussions also presented an opportunity for GCB Bank to understand the expectations of its customers, particularly businesses seeking banking relationships that can support their growth ambitions.
Customers Demand More Direct Engagement With Leadership
One of the strongest recommendations from the town hall was that GCB Bank should organise similar engagements more frequently and extend them to a wider cross-section of its customer base.
The request reflects customers’ desire for more direct access to the people responsible for shaping the bank’s policies, products and service delivery standards.
Although digital banking platforms and traditional customer service channels provide important avenues for communication, direct engagements offer customers an opportunity to explain their concerns, share practical experiences and suggest improvements in an open setting.
Customers also gain the chance to communicate their business priorities and growth plans directly to senior management, potentially helping the bank better understand the financial services they require.
The call for broader participation suggests that customers want such conversations to become a more regular feature of the bank’s operations rather than occasional events tied to special celebrations.
Meeting this expectation could strengthen customer relationships and give management a clearer understanding of the issues affecting different categories of customers.
Alhassan Reaffirms GCB’s Commitment to Customers
Speaking at the event, GCB Bank Managing Director Farihan Alhassan reaffirmed the bank’s commitment to putting customers at the centre of its operations.
“Our customers are at the centre of everything we do. Their feedback helps us improve, innovate and serve them better. We value their trust and will continue to listen, learn and go the extra mile to exceed their expectations.”
Farihan Alhassan
The statement places customer feedback at the heart of the bank’s efforts to improve its services and maintain the trust of its customers.
In an increasingly competitive banking industry, customer experience can influence where individuals and businesses choose to save, borrow, invest and conduct their financial transactions.
Banks must therefore pay attention not only to the products they offer but also to how customers experience those products in their everyday interactions.
Listening to customers can help identify weaknesses in service delivery, reveal unmet financial needs and provide ideas for developing more responsive products.
However, the lasting value of such engagements will depend on how effectively customer suggestions are translated into practical improvements.
Customers who take time to share their experiences are likely to expect their concerns to receive attention and, where possible, lead to visible changes.
Relationship Managers Earn Praise From Customers
Beyond the calls for more frequent town halls, the engagement also highlighted the positive role of relationship managers in shaping customer experiences.
Several participants commended their relationship managers for their responsiveness, professionalism and commitment to understanding and supporting their business needs.
The recognition underscores the importance of personal relationships in banking, particularly for businesses that require consistent communication, tailored financial solutions and assistance with their banking transactions.
A responsive relationship manager can help customers resolve problems, understand available products and communicate their financial needs to the appropriate departments within a bank.
Such relationships can also help the bank build a deeper understanding of customers’ operations, making it easier to identify opportunities to provide relevant financial support.
Nevertheless, positive individual experiences must be supported by consistent service standards across the institution. Customers should be able to expect reliable assistance regardless of the branch they visit or the channel through which they contact the bank.
Maintaining that consistency remains an important consideration as GCB seeks to strengthen its customer-centred approach.
GCB Says Customer Feedback Will Shape Service Improvements
Chief Marketing, Communications and Customer Experience Officer Cynthia Eyram Ofori-Dwumfuo said the town hall demonstrated the bank’s commitment to giving customers a direct voice in shaping their banking experiences.
“The insights shared by customers are invaluable. They help us understand what matters most to them and guide how we strengthen our services, relationships and overall customer experience.”
Cynthia Eyram Ofori-Dwumfuo
Her remarks reinforce the role of customer feedback in guiding decisions about service quality, relationship management and product development.
The challenge now is to ensure that the issues raised during the engagement inform improvements that customers can experience in their daily dealings with the bank.
More frequent consultations could help GCB identify recurring complaints, assess customer satisfaction and understand how its services can better support businesses and individuals with different financial needs.
Expanding participation would also allow the bank to hear from customers whose experiences may differ from those represented at the initial town hall.
Customer Service Month Creates More Opportunities
GCB Bank has expanded its traditional Customer Service Week activities throughout October for the first time, creating more opportunities to appreciate customers, gather feedback and reinforce a culture of customer centricity.
The activities are being held under the global theme, “The Extra Mile.”
Other planned engagements include customer appreciation activities at branches, customer education sessions, Executive Committee customer interactions, Patrons Appreciation Day and the GCB Aerobics Fiesta.
These initiatives provide additional opportunities for the bank to interact with customers, strengthen relationships and demonstrate its commitment to service excellence.
Ultimately, the calls for more frequent engagement place renewed attention on what customers expect from one of Ghana’s established banking institutions.
GCB’s ability to sustain open communication, respond to customer concerns and improve service delivery will be central to building stronger relationships.
The town hall has created an opportunity for dialogue. Turning that conversation into consistent, customer-centred banking will be the more important test.
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