When Standard Chartered Bank Ghana PLC rolled out a series of Customer Service initiatives across the organisation in 2022, it signalled a radical change in the way the bank intended to prioritise client experience. The aim was to collectively deliver all round memorable experiences to everyone who interacts with the Bank.
Welcome to the age of collaboration
From technology to finance and everything in between, people and institutions around the globe have noticed and pivoted to the of pooling ideas, processes, or resources together to deliver shared goals. The concept of synergy – where two entities working together are able to achieve more than the sum of their parts – is encouraged in modern work systems to bring out the best results.
Customer Service Week 2023, earlier this month was themed, “Team ServiceTM”. It sought to highlight the fact that when it comes to customer service, we are all on the same team, causing us to reflect on the essence of exceptional customer service and the role of collaboration in making it a reality. In the dynamic fields of banking and finance, ensuring that every client interaction is memorable is an aspiration shared by many financial institutions. At Standard Chartered, this aspiration is not just a goal but a philosophy that is deeply embedded in the fabric of the organisation.
The Service Revolution
Designed to educate and empower every staff member regardless of their position within the bank, this game-changing training programme held over a 10-month period has contributed to a consistent and exceptional client experience delivery. Employees learned about the bank’s commitment to delivering memorable experiences at every touchpoint. They were equipped with the skills and knowledge needed to understand the passion and pain points of each client and to provide personalised solutions for their unique needs. This training was not just about individual development but about fostering a sense of collective responsibility for the client’s journey as well. Traditionally, tellers, service managers and other branch staff are considered as the frontline staff when it comes to any bank’s customer service but not so with the “Service Revolution” – The initiative involved every single staff.
In today’s competitive banking landscape, client satisfaction is paramount. Standard Chartered understands that delivering superior customer service is not the exclusive domain of a few. From operations staff to traders who manage complex financial instruments, everyone plays a vital role in shaping the client’s experience.
Delivering Memorable Experiences
Our success in this area starts with teamwork. It’s not enough for individual departments to excel in their respective functions; the true magic happens when everyone works seamlessly with unity of purpose. When a client walks into a branch and makes a request, it’s the responsibility of all staff to ensure a quick response. This collaborative effort involves customer-facing staff and back-office colleagues. Clients who engage with the bank know that they are not dealing with isolated departments but with a united team that is dedicated to their financial well-being including online interactions. In this era of social media, customers vent their frustrations regarding terrible customer services– and to be fair, also share rave reviews for extraordinary service. This approach sets the bank apart and reinforces its reputation as a trusted partner.
Impact Recognised and Rewarded
Expectedly, the results are pointing to sustained gains as the client-centric approach is generating significant positive feedback across a varied range of stakeholders. At the recently held annual Chartered Institute of Marketing Ghana (CIMG) Awards event, the bank was recognised for the progress made. In the CIMG Customer Satisfaction Index Report – Banking released in September 2023, Standard Chartered was adjudged a five-star quality bank for Outstanding Service Quality in both Consumer and Business Banking, and Customer Satisfaction for both Traditional and Remote Banking. Other laurels received included Best Bank in Customer Satisfaction for Consumer Banking and Top Three in Net Promoter Score among banks in Ghana.
Conclusion
In the financial world, trust is paramount. Customer Service Week reminded us for whom we’re working so hard: our customers. Our fulfilment comes from satisfying you and in shaping your path to achieving your dreams, no matter how big or small. It is this shared dedication that sets Standard Chartered Bank Ghana PLC apart. This week, month, year, and beyond, we’re inspired to shine – from teller to trader – as we foster collaboration to ensure that every client’s experience is truly memorable.
Yvonne Fosua Gyebi is the Head of Consumer, Private & Business Banking at Standard Chartered Bank Ghana PLC.
