Full annual report - African Bank - Investoreports

Our customers
Engagement
methods
Staff and customer roadshows Biannual –
24 for 2012
Focus groups Specific
projects
Customer advocacy Ongoing
Store and branch network Ongoing
Social media Ongoing
Marketing and advertising activities Ongoing
Call centres >3 million
calls p.a.
Mobile applications Ongoing
Websites for each brand Ongoing
Mobi site Ongoing
Customer research Ongoing
Store visits Ongoing
Mystery shopping Ongoing
Helping the organisation think CUSTOMER!
Frequency Stakeholders’
issues
By creating an opportunity to engage with customers
through our staff and customers roadshows, we are not only
able to learn from them but through their stories, we became
more aware of the contribution and changes we make every
day in people’s lives.
The group conducted its inaugural annual Customer
Experience external benchmark surveys earlier this year. At
the Banking unit, customers displayed a high emotional
affinity with the Bank and indicated that we have met or
exceeded expectations for more than 90% of customers
surveyed. The Bank was generally perceived to be quick
and efficient, with customers receiving better service and
treatment than they expected. Customers particularly valued
being said yes to, as well the larger loan sizes and helpful and
friendly staff. Loans are, however, still perceived to be more
expensive than expected.
At the Retail unit, customer feedback was particularly positive
for Ellerines, Beares and Geen & Richards, and related mostly
to better quality, variety and range of products, a better
instore experience and an attractive credit offering and easy
loans process. Customers highlighted some service and/or
■ New products such
as savings and
funeral products,
student loans,
vehicle finance and
home loans
■ Changing our credit
card benefits
■ ATMs
■ SMME finance
■ Loyalty rewards
■ Quicker approvals
and query
resolutions
Link to material
issue
M4. Delivering value
to our customers
M6. Sustainable and
responsive processes
>business overview
Further detail and
group response
■ Letter to stakeholders
– page 24
■ Strategic review –
page 38
■ Sustainable
development –
pages 153 to 158
image issues in Wetherlys, Dial-a-Bed and Furniture City,
which the group is attending to.
An inhouse customer research capability was installed this year
to do qualitative research and focus groups as well as
quantitative customer segmentation work. Extensive data
capabilities were also added to assist customer contactability,
direct marketing and analytical intelligence efforts. Various
research studies were conducted telephonically as well as
in face-to-face focus groups to gather customer insights in
terms of their needs and perceptions around products and
investments and to reinforce segmentation work – customer
needs, what does the customer profile look like, what do they
like and don’t like in financial products, loyalty rewards (are
those important or not) and get an understanding of customer
experience with using the mobile inseconds channel.
Two key activities were put in place during 2011/2012 in the
Banking unit. BATHINI, an internal perception survey which
measures standards of customer service delivery (internal and
external) and In Your Shoes, an internal programme to
experience the journey a customer goes through when dealing
with the business. This allows for an indepth understanding
and highlighting of gaps, required improvements and process
optimisation.
African Bank Investments Limited | Integrated Report for the year ended 30 September 2012 47