“A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favour by serving him. He is doing us a favour by allowing us to do so”, a quote from Mahatma Gandhi.
The Department of Marketing and Entrepreneurship of the University of Ghana Business School (UGBS) held its 18th Distinguished Marketing Practitioner Seminar (DMPS) on the theme ‘How are Bank Customer Expectations Evolving in the light of the Global Pandemic’ with Mrs. Ellen Ohene-Afoakwa, the Regional Corporate Director of ARO West Absa Bank on 22nd February 2020 via Zoom. The session was facilitated by Professor Ebo Hinson, Head of the Department of Marketing and Entrepreneurship.
Speaking on the theme, Mrs. Ellen Ohene-Afoakwa remarked that Absa Bank is one of the few banks that is committed to partnering with customers to find innovative ideas to ensure that their clients attain their possibilities. Customers are the most important priority of the bank and Absa believes that collaborating with customers is the best way to meet their expectations, she said. She stated that, previously, pricing and quality services were the major customer expectations in businesses, but due to the COVID – 19 pandemic, it has changed. Mrs. Ohene-Afoakwa intimated that the key tools evolving the expectation of a client in a global pandemic in delivering excellent customer experience are accessibility, social and ethical responsibility, well-trained and informed staff, promptness, and cutting-edge digital solutions. She revealed that before COVID-19, face-face transactions remained the most convenient medium of banking for customers. This, however, has changed during the pandemic as mobile banking exceeds face-to-face transactions.
She suggested some benefits of meeting customer expectations during this period where she stated that, this promotes client’s loyalty, increases customer satisfaction, and improves the pride of referrals in the market sector. Mrs. Ellen Ohene-Afoakwa concluded by advising marketers to be very conscious of how they treat customers, especially in this digital era in order to ensure that their brand is well-positioned. The question-and-answer session followed immediately after the presentation.
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