A recent survey by PricewaterhouseCoopers (PwC) reveals that bank customers in Ghana prioritize 24/7 service and seamless digital interactions when choosing a bank.
The survey, conducted online in February 2024 with 4,700 participants, aligns with findings from a similar 2022 study.
Mr. Vish Ashiagbor, Country Senior Partner of PwC, stressed that banks need to invest in technology to ensure they are accessible round the clock.
He noted that providing frictionless digital channels is crucial to meet the ‘always-on’ expectations of customers. Mr. Ashiagbor urged banks to view the public as key stakeholders, emphasizing the importance of addressing their concerns.
The survey also underscored a communication gap between banks and their customers.
Mr. Ashiagbor called on banks to enhance their customer service sectors to better understand and address customer concerns. He pointed out that banks must provide top-notch service to meet customer expectations effectively.
PwC recognizes that banks face considerable pressure in meeting customer experience expectations due to the need to balance numerous external and internal factors.
“PwC agrees that experience expectations from customers put a great deal of pressure on banks, as they must consider a plethora of external and internal factors: economic and market trends; technology trends and innovations; strategic ambitions; regulatory requirements; shareholder expectations; financial constraints; employee expectations and capacity; and competitor moves, as they consider investments in their people, processes, technology and channels,” he stated.
Banks need to balance these complexities while making informed decisions about investments in their workforce, processes, technology, and customer service channels.
As customer expectations for 24/7 service and seamless digital interactions continue to rise, banks must prioritize significant investments in technology and enhance their customer service strategies. By addressing this communication gap and meeting these evolving demands, banks can better align themselves with customer needs, improve satisfaction, and remain competitive in an increasingly demanding market.
