Rédaction Africa Links 24 with Ghanaian Times
Published on 2024-04-17 06:30:26
In the fabric of Ghana’s economic development, the banking sector plays a crucial role, serving as a cornerstone that influences the flow of finance and opportunities throughout society. However, the significance of banking goes beyond just transactions; it lies in the personal stories of the individuals it serves.
Absa Bank Ghana has embarked on a transformative journey, encapsulated in their new brand promise, “Your Story Matters.” This evolution is more than just a marketing slogan; it embodies the organization’s commitment to providing a personalized and empathetic banking experience to their customers.
The bank views customers as partners, each with their own unique narrative that has the power to shape the world. This perspective requires a cultural shift within the bank and the industry as a whole, moving away from perceiving customers solely based on risk towards recognizing the potential in their individual stories.
To achieve this shift, Absa Bank Ghana engaged thousands of customers and stakeholders in conversations, leading to the introduction of a new corporate purpose in early 2023: to ‘Empower Africa’s tomorrow, together, one story at a time.’ This paved the way for their bold new brand promise, “Your Story Matters,” emphasizing a human-centered approach that builds partnerships and enhances the customer experience.
Digital innovation plays a significant role in making this customer-centric shift tangible. The bank has enhanced its digital platforms with features like QR code cash withdrawals from ATMs, buying financial instruments online, managing cards digitally, and offering micro loans through digital wallets in partnership with MTN. These digital advancements not only streamline banking processes but also personalize services to meet individual customer needs.
Absa Bank Ghana is committed to empowering personal stories, particularly focusing on supporting SMEs, entrepreneurs, women-led businesses, young entrepreneurs in FinTech, and Agribusinesses. They have lent over GHC 400 million to SMEs, with a significant portion going to women-led enterprises, fostering gender inclusivity and sustainable development.
Through initiatives like ‘ReadytoWork,’ in partnership with the Mastercard Foundation, the bank is equipping the youth with skills tailored for the future job market, such as Blockchain Technologies and Digital Literacy. Sustainability is another key pillar of their operations, reflected in their efforts to reduce energy usage, water consumption, and invest in green financing and sustainability initiatives.
Absa Bank Ghana invites all Ghanaians to join them in this new era of banking, where individual stories are valued, and every customer feels seen, heard, and valued. “Your Story Matters” embodies their vision for the future of banking in Ghana, where the sector not only manages finances but also nurtures the dreams and aspirations of the community. It is about setting a new standard for banking as a sector that does good for people, the planet, and society as a whole.
Read the original article on Ghanaian Times
