Last week, I looked at how banks in Ghana celebrated the Customer Service Week as well as some revelations about some concerns of customers despite the one week celebrations and fun fair, so that service experience excellence comes to stay permanently, with or without fanfare.
This article offers a timely opportunity for introspection and improvement. Organisations must use this period not just to celebrate their staff but also to assess their service delivery systems. Are front-line employees adequately trained? Do they have the right tools and motivation to serve customers affectively?
Before I continue, lets recap who a customer is.
External customers: these include Investors, Borrowers, Walk-in clients, Guarantors, customers’ relatives etc, Callers on phone, Face to face Enquirers Online enquirers, Other Financial institutions, Suppliers and vendors, Govt Departments & Agencies, Security Services, The general public and now, the almighty Social media.
Internal customers: All staff of your institution, Bosses and supervisors, Colleagues, Subordinates,etc
Customer service as a culture
Given the above list, one will wonder how all the above can be appreciated. Yes, that is why customer service week should not be just for the dedicated week, but should eventually become a culture in a bank’s DNA.
Customer centricity in banking is a strategy that prioritizes customer needs, preferences, and experiences across all interactions, shifting focus from products to personalized service. It involves using data to anticipate needs, providing flexible and seamless digital and physical channels, and fostering a company-wide culture that values customer satisfaction and feedback. The customer is at the center of a company’s decision-making processes. It involves understanding customer needs and preferences and aligning products, services, and strategies to meet and exceed these expectations
Why has customer care become of great concern to banks?
- A Business cannot exist without its customers, and this is why banks are really focusing on how to win new business and more importantly retaining existing customers.
- As a result of competition, customers have a choice.
- Customers are financially sophisticated and knowledgeable and demand to know what pertains in other banks.
- All services/products are easily imitated.
- It is more expensive to win a new customer than to retain an existing customer.
- Good Customer Care/Service enhances corporate image
- Satisfied customers who are advocates recommends an organization to others.
The list goes on. Banks can make Customer Service Week a memorable and meaningful experience by blending appreciation, engagement, and innovation.
Creating Impact with Customer Service Week celebrations
Considering the long list of external customers, let us look at a few celebration methods, some of which are being done here, as well as around the world. It has to be customized to the banks’ settings, environment, mission and overall strategy. It is recommended thatbit starts with an appreciation message.
Typical celebrations are:
In-Branch Celebrations
- Welcome desks with treats: Offer refreshments, branded giveaways, or small gifts.
- Customer appreciation zones: Create spaces where customers can share feedback or take photos with staff.
- Face to face interactions: Invite senior staff to personally thank customers and listen to their experiences.
- Customized gifts at ATMs points for selected customers.
Offering Service Enhancements
- Extended support hours: Station more staff to be available for support teams such as on high-volume channels like call centers or mobile apps.
- Free upgrades or setups: Provide complimentary services such as POS setups for SMEs or account upgrades.
- Digital education sessions: Teach customers how to use self-service platforms more effectively.
- Launch new service commitments: Use the week to unveil long-term improvements in communication, resolution speed, and accessibility.
- Reinforce brand values: Align celebrations with themes like “Mission Possible” to emphasize empowerment and innovation.
Loyalty Awards
Based on data, a bank can reach out to give loyalty awards at a special ceremony. Customers can be invited to receive these loyalty awards and make them customers for life. Some can also be awarded with personalized thank-you messages or small tokens.
Customer Feedback drives: Encourage customers to share suggestions and use that input to improve services.
Customer spotlight stories: Share inspiring customer journeys on social media or in-branch displays.
Staff and Community Engagements
This is the time for appreciating and creating a sense of belonging within the community. This can be done with health walks, športing activities, free health screening, and other team-building activities.
Appreciation to Vendors
I am aware of banks initiatives in showing appreciation to customers and clients. Without vendors, many bank outsourced activities are unlikely to succeed. As a cost cutting measure, it is advisable to send special thank you messages to providers of security, technology, front line services, catering, call center services and so on. External customers engage with such personnel regularly. As they engage as agents of the bank, they are a critical group which can make or unmake a bank.
Staff appreciation:
It’s a time to recognize the hard work and dedication of the employees who keep customers happy and loyal.Showing appreciation for your team helps support better customer interactions.
- Celebrate frontline workers who deliver exceptional service. Every department can vote for one of their own and a raffle drawn for the best customer service person in the bank, or division.
- Let your team know you believe in their future, not just their call log stats. Host career workshops, invite guest speakers, or organize skill-sharing sessions led by team members.
- Personal development opportunities: Helping reps grow their skills shows you’re invested in more than just KPIs — it’s about careers, not just jobs.
v Appreciation parties
The weeks and months after – Building a Customer centric brand
Let us go beyond the week through the following actions:
- Review the events that occurred during the week:
- Feedback from customers
- Lessons learnt
- Way forward to improve the future.
I watched a video of a bank’s customer’s feedback form. During the five minute video, all the feedback notes were very positive and exciting. Fortunately or unfortunately, there was no negative feedback or areas requiring improvement. It seemed strange to me that was so, but I guess the bank cannot put a negative remark on its website. Alas, it would have been well noted to enhance better customer centrism. I also feel that customers would not like to spoil the fun and excitement that goes with customer appreciation!
The role of supervisors in creating an internal CX excellence culture
My favourite quote, “A happy staff= happy customer = happy bank” is very real. There are times that the composure and body language of staff in a front line environment gives an indication of their emotions. We are aware that in communication among people, our body language reveals ninety-three percent of our communication. In some environments one can suspect a frontliner is not in tune with the work that he or she is performing. The person may be just going through the motions. That is dangerous to the customer experience journey causing the quiet customers to exit without complaining. The need for Supervisors to know their staff well and sight changes among staff is very critical. Here a few tips to create a more motivating environment for staff under them:
- Create a great working environment to boost staff motivation
- Identify the strengths and weaknesses of staff. Focus on their strenths and not tneir weaknesses. Some may be placed in roles not very conducive to their knowledge, training nor even their personality traits.
- Some may need counselling to enable them perform their roles effectively.
- Recognize and reward staff accordingly
- Know the basic challenges being faced by your staff and make efforts to make changes to correct them.
Final remarks
On this note, I congratulate all banks for their celebrations during the Customer Service Week. I hope it has also been reflective and insightful as you prepare for the October 2026 celebrations. I hope you balance the celebrations to include both internal and external customers.
ABOUT THE AUTHOR
Alberta Quarcoopome is a Fellow of the Institute of Bankers, and CEO of ALKAN Business Consult Ltd. She is the Author of Three books: “The 21st Century Bank Teller: A Strategic Partner” and “My Front Desk Experience: A Young Banker’s Story” and “The Modern Branch Manager’s Companion”. She uses her experience and practical case studies, training young bankers in operational risk management, sales, customer service, banking operations and fraud.
CONTACT
Website www.alkanbiz.com
Email:alberta@alkanbiz.com or [email protected]
Tel: +233-0244333051/+233-0244611343
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