Accounting firm KPMG Ghana, in its October 2020 Banking Industry Customer Experience Survey, has listed 5 retail banks in the country with the best customer experience.
Customer experience as measured by KPMG Ghana in its survey focused on six areas – what it terms the KPMG Six Pillars – Expectations, Integrity, Resolution, Time and Effort, Personalisation and Empathy.
KPMG scored banks in each area with banks scoring 76.5 per cent – the highest – in customer expectations but scored 65.9 per cent – the lowest – in the area of integrity.
The five banks KPMG noted to have given the best customer experience to clients are Guaranty Trust Bank, Zenith Bank, Absa Bank, Access Bank and Stanbic Bank who came in first, second, third, fourth and fifth positions respectively.
Meanwhile the survey which seeks to provide insights for banks on heightened customer experience and expectations during this era of Covid-19 and how banks can take advantage of the insights provided to inform their customer strategies and digital transformation agenda for growth and profitability, revealed that customers as a result of the pandemic, have now become “digital customers” as majority of the respondents interviewed preferred engaging with banks via digital means rather than doing so physically.
To effectively enhance customer experience going forward, KPMG Ghana in its report has advised banks in the country to do the following;
- Harness data to help develop a real-time and multi-dimensional view of the customer
- Develop compelling customer value propositions
- Design a seamless and personal customer, employee and partner experience
- Create a customer centric organisation and culture
- Architect intelligent digital technologies and platforms for humans
