Banks will have to combine both digital and brick and mortar customer support efforts in their efforts to enhance and sustain customer experience in a digitally informed banking era.
According to a banking consultant and also Chief Executive Officer of Alkan Business Consult, Alberta Quarcoopome:
“What customers or clients need now is a digital experience which is humanised and not just machines; artificial intelligence (AI) has come to complement the efforts of human intelligence and not to replace it,” she said in a virtual training seminar organised by the Chartered Institute of Bankers Ghana (CIB).
Although digital banking in recent times has greatly brought convenience to businesses and customers, Mrs. Quarcoopome advised that against making it a sole focus at the expense of human expertise.
“Digital banking services which are aided by RPA and AI have improved banks’ monitoring processes, their ability to respond to fraud in real-time, and also enforced efficient operations,” she said.
According to her, digital products like UBA’s Leo and similar others are ways that banks are seeking to make their digital products more humanised since the “human factor” cannot be taken out completely off banking operations.
The promotion of digital banking became more crucial for businesses and individuals following the outbreak of the COVID-19 pandemic where customers seek more technologically-oriented banking solutions that will put them in control. Also, the decision was to reduce the use of cash in transactions which may lead to the spread of the virus.
In response to this, banks that had already invested heavily in technology but for which there was limited uptake, have seen a high usage in the use of such technology. Others have also committed significant funds, within the past four months, to enhance their digital offerings.
It has been predicted that post-pandemic, banks will be more into digital transactions and services as consumers become more digital-savvy, and will also enhance the simplicity and convenience of those services.
In the case of First National Bank, a subsidiary of South Africa’s FirstRand Group, it recorded transaction growth through digital channels for up more than 90 per cent in both March and April, whereas Cal Bank, one of the fast-growing and indigenous banks in the country in the last decade, has seen a 25 per cent rise in users of its mobile banking platform since the start of 2020.
At a two-day virtual training programme on the theme: “Banking operations in a digitised environment” saw participants comprising bank tellers, customer and frontline staff, call and back-office staff and relationship officers participate in the training.
Head of Training and Business Development Manager at the Institute, Mr. Patrick Baah Abankwa said the course was designed to, among others things, equip participants with an integrated understanding of digital banking to help them offer cutting-edge performance in a digitised banking environment.
“This course was to enhance participants’ knowledge of new skills required in using digitisation to better manage customer complaints, service recovery and maintain loyalty. It was also to guide them to make practical resolutions that will impact positively on their banking roles to enhance the reputation and profitability of their respective banks,” he indicated.
