The Botswana Bank’s New Launches ‘We Understand You’ Campaign to address Changing Customer Needs
Gaborone: BancABC, the BSE-listed bank, today announced the launch of its new brand promise, “We Understand You” to further encapsulate the Bank’s commitment to its customers and their needs. The rationale for the launch comes at a time that requires innovative and agile financial solutions in order to improve customer’s banking experience, deliver consistent quality service and solidify relationships established over the years.
Commenting on the launch, BancABC Managing Director, Kgotso Bannalotlhe said, “The launch of our new brand promise follows a deep dive into our employees, customers, partners, and investors’ expectations, which was prudent in order to understand their evolving needs. We have taken heed of all the feedback received and remain committed to continuously seeking ways to offer improved products and services, reinventing financial solutions and above all, a seamless banking experience.”
The launch of the three year “We Understand You” campaign, comes on the back of the Bank’s 10th anniversary, and in these rapidly changing and tumultuous times, the Bank has moved with dexterity to fortify its value proposition to its customers. Through the launch of this new brand promise, the Bank seeks to strengthen its offerings within Retail, SMME and Corporate banking.
The Bank’s previous brand promise was “Changing For You” and has now evolved into the “We Understand You” that reflects BancABC’s commitment to understanding its customers’ needs, offering solutions for every stage of their life and business journey, as they strive towards achieving their financial goals.
In light of prioritizing customer experience, the Bank increased its transactional capabilities by launching a new 3D Secure programme called Verified by Visa. This online security protocol, which provides cardholders with an additional authentication layer that confirms the validity of their identity, prevents the unauthorised usage of payment cards. Additionally, BancABC introduced Contactless debit and credit cards, which give customers the convenience of making payments by simply tapping their card on contactless Point-of-Sale machines.
“These customer-centric solutions are a demonstration of our promise to positioning ourselves as the preferred bank for the people of Botswana. These are also proof points of the Bank’s efforts to enhance the transactional capabilities by offering customers hassle-free functionalities that encourage them to transact more; and as a result, improve the overall value proposition,” says Grace Setlhare-Mankanku, Head of Retail Banking.
BancABC also made significant efforts to increase its geographical footprint, by adding four new ATMs to its network at the various Sales and Service Centres across the country, to decrease traffic at the branches and services centres and provide customers with easy access to banking services.
To better serve customers who prefer remote banking and to promote social distancing practices, BancABC successfully its revamped mobile banking platform, SaruMoney which is accessible through USSD and as an App. The Bank continues to expand capabilities on the SaruMoney platform in line with its focus on innovative digital banking solutions. Designed with the typical Botswana bank user's needs in mind, SaruMoney has increased security features, ensuring safe, accessible, reliable, and universal movement of funds. Additionally, BancOnline, the state-of-the-art digital platform, tailor-designed for improving the digital banking experience for Commercial Banking customers has also helped spur growth in BancABC’s transactional volumes, further entrenching the Bank as Botswana’s bank of choice.
“We Understand You” is an outward expression to our customers and the communities we serve, and it affirms that we acknowledge them, hear them, and recognise their needs. This is particularly essential for us right now, as we are required to be nimble in order to adapt to market changes, trends, as well as customers' dynamic needs. I firmly believe that our new brand promise is a testament to our business’s ability to respond to the evolving market conditions while ensuring we deliver quality services for the next ten years and beyond,” concludes Bannalotlhe.