ABSA BANK WOOS NEW CLIENTS WITH NEW BRAND
ABSA Bank Zambia Plc has introduced a new brand promise of “Your Story Matters” from Africanacity aimed at bringing customers closer to the financial institution.
This shift is also meant to change the narrative of financial institutions being viewed as hostile by the public, says Absa Bank Zambia Plc Managing Director, Mizinga Melu.
Ms Melu at a media briefing in Lusaka explained that this change had repositioned the brand to the market, signalling a shift to being a more deliberately customer-centric business. “Today is a special day as we reposition our brand as Absa we are not rebranding but repositioning our brand and this marks a commitment to a more human-centred, empathetic approach to banking, backed by an intuitive and seamless customer experience,” she said.
Ms Melu said the development will help the bank come closer to the public.
The bank, she noted, was keen to hear people’s stories for it to have a better understanding of the customers as introduced various products and services.
She also said the bank had set a clear trajectory to ensure that Absa’s entire suite of services and offerings lived up to this crucial pivot towards a more human-centred, empathetic banking service ethos across the continent.
“The refreshed brand strapline is part of the business’ ambitions to align their offerings and brand experience with their internal corporate purpose launched last year of ‘Empowering Africa’s tomorrow together, one story at a time” Ms Melu said.
Commenting on the development, Absa Bank group Chief Executive Officer, Arrie Rautenbach, said the bank catered for customers from all walks of life.
Mr Rautenbach said “Your Story Matters” was more than a strapline, that it was a declaration of its intent that customers were much more than mere account numbers.
“Gaining this context will allow Absa to serve them in a more meaningful manner,” he said.
Mr Rautenbach explained that the reimagining of the brand followed a detailed review of customer insights, feedback, and research.
Meanwhile, Absa Bank Zambia Plc Head of Marketing and Corporate Relations, Mato Shimabale, said a consistent message which the bank came across during the research into perceptions of banks and banking, is that customers feel the relationship is one-sided. Mr Shimabale said customers felt the relationship was one sided and banks did not understand either their life situations or their individual needs
“This often leaves them feeling helpless as well as disconnected from opportunities to improve their individual or business prospects,” he said.