By Sheikh JOBE
As you walk into a business establishment you’ve dealt with over the course of a few months, something seems different. Everyone is extra nice; you are given a piece of chocolate and a warm smile. For a moment, you are slightly confused, but then you remember – it’s that time of year when businesses everywhere turn up the love for the customer in October.
Over the years, Customer Service Week or in some cases Month has become a time for reflection and renewal – a moment for businesses worldwide to reaffirm their dedication to those they serve. Standard Chartered Ghana is no different. We recognise that our success is linked to the satisfaction and loyalty of our customers.
As a bank deeply rooted in Ghana’s history and invested in the country’s future, we understand that exceptional customer service goes beyond being merely a goal. Alongside balance sheets and financial projections, commitment to customer experience has become a pillar of the bank’s strategic initiatives.
As customer service takes centre stage in the media and in discussions online and offline, we need to ask ourselves: what next?
From executives of top banks to small-scale business owners, the observant businessperson will understand that loyalty is earned, not given. It is built upon consistently exceeding the customer’s rising expectations.
In today’s rapidly evolving world, simply providing “service” is no longer enough. It represents the barest minimum. Customers in Ghana, much like those in other countries around the world, expect more than just transactional interactions. As customer service has expanded, with competitors trying to outdo each other in winning customers’ loyalty and money, the paying public has come to demand experiences that are seamless, personalised, and memorable.
Gradually, they have become accustomed to a certain degree of service, from basic pleasantness to fully immersive experiences. This shift from customer service to customer experience is where Standard Chartered Ghana is truly setting itself apart.
For years, customer service often meant resolving problems – a lost card, a disputed transaction, a technical glitch. While efficient problem-solving remains crucial, customer experience is about the entire customer journey. This means understanding the emotions, perceptions, and expectations customers have at every touchpoint while minimising discomfort and uncertainty.
In the banking industry in Ghana, much like the rest of the world, client demands are constantly evolving. In today’s digital age, customers demand personalised experiences, seamless online and mobile convenience, and proactive, readily available support.
This understanding fuels our continuous efforts to enhance the customer experience at every touchpoint. We have invested significantly in strengthening our digital infrastructure, providing our customers with user-friendly and secure online and mobile banking platforms. Our aim is to empower our customers with the tools they need to manage their finances efficiently and conveniently.
Standard Chartered Ghana is absolutely committed to this evolution. While specific data on initiatives requires further research, the bank’s global trajectory offers compelling examples. Our digital transformation, evident in the award-winning Standard Chartered Mobile app used in Ghana and other markets where SC has presence, showcases a commitment to user-friendly technology.
Features like instant account opening, personalised financial management tools, and 24/7 access exemplify how technology can enhance the customer experience.
Furthermore, the bank’s global focus on employee empowerment is crucial. By providing frontline staff with the training and autonomy to go the extra mile, Standard Chartered empowers them to turn routine interactions into positive experiences.
Beyond technology, we are equally committed to nurturing a customer-centric culture within our organisation. We firmly believe that our employees are our greatest asset and brand ambassadors. These ongoing training programmes and initiatives equip our team with the skills and knowledge necessary to deliver outstanding service to meet the unique needs of each individual.
Looking ahead, the future of customer experience in Ghana, as it is globally, will be shaped by hyper-personalisation and data-driven insights. Standard Chartered, with our global expertise and commitment to innovation, is well-positioned to lead this charge in Ghana.
By continuously adapting to evolving customer expectations and leveraging technology to create seamless and personalised experiences, the Bank is determined to solidify its position as not just a financial service provider, but a trusted partner in customers’ financial well-being.
As we celebrate customer service this month, we believe that by fostering strong, long-lasting relationships built on a foundation of service excellence, we can continue to play a positive role in the lives of individuals, businesses, and communities across Ghana.
Sheikh Jobe is the Chief Technology and Operations Officer, Ghana and Africa, Standard Chartered PLC
