Commercial Bank of Ethiopia Customer Experience Induction PDF

CUSTOMER EXPERIENCE DIVISION 11/29/2024 TO CBE ! 1 1  CONTENTS CORPORATE STRATEGIC OVERVIEW CUSTOMER EXPERIENCE DIVISION CUSTOMER EXPERIENCE IN GENERAL CUSTOMER EXPERIENCE IN CBE March,2023  CORPORATE STRATEG OVERVIEW Vision “To Beco...

CUSTOMER EXPERIENCE DIVISION 11/29/2024 TO CBE ! 1 1  CONTENTS CORPORATE STRATEGIC OVERVIEW CUSTOMER EXPERIENCE DIVISION CUSTOMER EXPERIENCE IN GENERAL CUSTOMER EXPERIENCE IN CBE March,2023  CORPORATE STRATEG OVERVIEW Vision “To Become a World Class Commercial Bank financially driving Ethiopia’s future”. 3 CORPORATE STRATEG OVERVIEW Mission “We are committed to realizing stakeholder’s value through enhanced financial intermediation globally, deploying highly motivated and skilled employees.” 4  CORPORATE STRATEGY OVERVIEW Core Values INTEGRITY CORPORATE SERVICE CITIZENSHIP EXCELLENCE RESPECT FOR DIVERSITY CORE VALUES PROFESSIONALISM TEAMWORK EMPOWERMENT INOVATIVE ORGANIZATION 5  Strategic Pillars 1. Secure and risk conscious Bank; 2. Customer Centric Bank with differentiated Customer Value Propositions; 3. Digital Leader Scaling mobile money and digital innovation; 4. Cost efficient bank 6  Strategic Enablers 1. Modern streamlined IT architecture and technology 2. Develop CBE into a collaborative customer-centered organization supported by rigorous talent management and effective corporate governance. 11/29/2024 As per the recommendation made by McKinsey & Company a global management consulting firm, the bank:- changes its structural business model from product model to customer centric model designed customer centricity as the pillars of the bank. structured newly division called customer experience to ensure customer centricity and work towards achieving great customer experience. customer experience division includes four departments and subunits as illustrated as follows. 11/29/2024  Organizational structure - customer experience VP Customer Expereince Director Director Director Product Development and Mesurment and Capacity Customer Journey Director Tracking Building Marketing Manager Manager Manager Manager Customer Customer Manager Product Customer Experience Protection and Capacity Lead Trainers Manager Development Journey Measurement Complaint Building Manager Manager Bank Standardizatio and Tracking Handling Promotion and Wide Loyalty n and Brand Advertisement Program Management Team leader Customer Team Leader Team Leader Journey Loyalty Loyalty Program Program Development Operation and Monitoring 11/29/2024  Customer Experience Division The CX Division is entrusted to ensure that all the business activities and endeavors of the bank are aligned with customers demand, this can happen by: Creating & maintaining the delivery of smooth, and consistent customer experience across all customer journey; Demonstrating strong product development & product knowledge; Instituting reliable customer data tracking and measurement system and Effective marketing & promotion activities. 10  1. Marketing The Marketing unit encompasses promotion & advertisement, standardization and brand management ,and bank wide loyalty program Major tasks performed in marketing department are; Brand management; Conducting campaign management for marketing initiatives; Producing marketing and promotional materials; Monitoring and managing social media; Choose appropriate marketing strategies to launch successful product; 11 1.1 promotion and advertisement Review and recommend promotional proposals, action plans, and related tasks; Review, recommend, and approve designs and/or contents of print ads, promotional giveaway materials, TV and radio commercial Ads; Monitor the overall promotion efforts of the bank; Negotiate and sign payment order on behalf of the bank Partner with the IS Division (MIS) ensure that the right data is accessible and shareable. 11/29/2024 12 1.2 standardization and brand management Review, recommend and implement Office Standardization & Brand Management techniques, strategies, and action plans; develop brand association tasks that increase CBE’s product market Ensure the execution of proper office standardization tasks in all Divisions of the Bank; Ensure the uniformity of physical appearance and layouts of branches and head office organs as per the standards set; Ensure standard of corporate brand identity elements as per the 13 brand guideline. 11/29/2024 standardization and branding units also ensures the appropriate and standardized selection, branding and ways of promoting the banks corporealelements. Corporate Identity Elements of CBE Corporate Name Jingles Corporate (Sound Logo Branding) CBE CORPORATE IDENTITY ELEMENTS Corporate Corporate Flag Motto Corporate Colours 11/29/2024 15  Corporate Identity Elements of CBE i. Corporate Name ii. Corporate Motto It is the name of the Bank “ሁሌም የሚተማመኑበት ባንክ” “COMMERCIAL BANK OF ETHIOPIA” “The Bank You Can It shall be written in golden with black Always Rely on” background 11/29/2024 16 Corporate Logo and its components The coin expresses that the Bank is a financial intermediary The intertwined net inscribed around the coin shows: The Bank’s wide branch distribution where customers can easily reach them CBE’s working towards achieving regional and global presence 11/29/2024 17  Corporate Colors Combination It indicates the Bank’s robust wealth, high Golden service quality, reliability, premium service or clarity of vision, mission, values and strategy It shows the Bank’s originality, its being pioneer Black in premium customer service delivery, and that it is the successor of the first bank It shall be applied with other colors for Purple advertisement and decoration to attract and is used as flag color, paper head and becomes background anywhere Corporate Flag Corporate flag of CBE flies at the Head office, branches and during events. The Background of the flag shall be purple and bears the corporate logo in golden color. The corporate flag flies alongside the national and/or regional flags 11/29/2024 19  Jingles (Sound Branding)…used in all radio and television commercial ads. 11/29/2024 20  1.3 Bank wide loyalty program It is a marketing strategy designed to encourage and reward customers to continue using the product and services of a business. Major Activities:- Identify products , services or customer segment for loyalty program. Set rules or conditions for rewarding and redemption. Run various loyalty campaigns. Operations( settlement, report ,adjustment, system based creation, amendment, deletion etc) Monitoring 11/29/2024 21  2. Measurement & Tracking Major units includes customer protection and complaint handling and CX measurement and tracking. Further the following major tasks performed by the department. Develop and implement tools and processes to understand customers; Identify metrics to track Ensure those metrics are linked to business outcomes; Share the insights from the customer experience tools throughout the organization; Partner with the IS Division (MIS) ensure that the right data is accessible and shareable. 22 2.1 Measurement and tracking Run and test redesigned journeys consistently in day-to-day operations and measure and monitor CX performance to continuously improve; Capture customer feedback through NPS, CSAT surveys to measure how customers feel about CBE (services, products, brand etc); Conducting root cause analysis of complaints and produce statistical data and metrics to be shared with Management. 23 2.2 Complaint Handling Management Investigate complaints competently, promptly and impartially; Assess the complaint fairly and determine whether the complaint should be upheld and offer remedial action/redress as appropriate; Ensure that in the event a complainant accepts an offer of remedial action or redress proposed by the Bank, the latter shall promptly comply with same; Ensuring that complaints are resolved as per the set timeframe; Delivered reports to NBE timely. 24  3. Product development and customer Journey Conducting customer and market research; Develop products that reflect customer needs and expectations; Conducting market research to ensure the success of products; Understanding customer behaviors and pain points; Co-create new experiences with customers; and Ensure that the customer and the impact on the customer is embedded in all decisions, designs and conversations. 25 3.1 product development (PD) unit Coordinate, plan and manage the PD unit Initiate and coordinate market assessments to identify new product ideas; Initiate and coordinate product profiling assessments Review the nature and scope of product lines, specifications and requirements and make recommendations for the future. Review and recommend proposals and guideline for the development of new products and the modification of existing products 26 Product development stages 27  3.2 Journey Redesign unit Develop customer journey mapping and insights on customer experience; Build end-to-end customer support workflow mapping and evaluate the effectiveness of processes; Identify top opportunity areas to improve customer journey based on insights and workflow analysis; Ensure that the customer and the impact on the customer is embedded in all decisions, designs and conversations 28 29 4. Capability Building Empower all employees to be more customer centric by building required capabilities; Arrange continuous training sessions to all employee, Identify and develop elements of the customer experience framework on an ongoing basis via expediting any ongoing digital learning experiences and platforms; Work proactively & reactively to align and unite the organization around the customer; Partner with other divisions to ensure that employees and customers have a great experience. 30  4.1 Lead trainers Produce CX trainings modules Provide various CX capacity building trainings Work proactively & reactively to align and unite the organization around the customer. Identify and develop elements of the customer experience framework on an ongoing basis via expediting any ongoing digital learning experiences and platforms. 31  What is Customer Experience (CX?) It is the sum total of customers' perceptions and feelings resulting from interactions with a brand's products and services. CX spans the lifetime of customers' relationships with a brand, starting before a purchase is made, continuing to active use and advancing to renewal or repeat purchase. CX is about meeting people’s needs and expectations for seamless experiences and mutual benefits. CX involves interactions at every point of the customer journey with a brand, from marketing to sales and everything in between. CX is the sum total of what customer wants, does, sees, thinks, feels and likes. 32  Customer Service Vs Customer Experience Customer Service (CS) Customer Experience (CX) CS is part of CX: usually refers as support CX is holistic: refers to the entire customer function of a business, responding directly journey. From start to finish. As such, many to an event raised by a customer in order to departments are involved with ensuring good improve the customer's relationship. CX. CX is proactive: the company listens to its CS is reactive: the customer makes first customers and anticipates their wants and move, either reaching out for support or if needs aiming to improve the customer they have an issue which needs resolving. journey. Often isolated: Usually happens after a Relationship: CX is about the relation ship purchase has been made and responds to a the customer has with the brand and can not specific event eg. complaint be pinned down to a specific event. 33 WHY CUSTOMER EXPERIACE CATCH ATTENTION ? Here is how customer experience has positive impact on business. Before CX and after CX Implementation. 34 35 36  Why CX in CBE The benefits include: It creates a customer-focused company culture with aligned mission and values, Better-informed product development and service provision based on real customer expectations, thoughts, actions, and behaviors, Lower churn rates and more opportunities to upsell Better reviews and testimonials due to continued, positive customer interactions A good ROI (return on investment), or ROX, return on experience. 37  History of CX in CBE 1996 – 2005, V/P Marketing & Corporate planning main office 2005 – 2008, V/P Marketing and Research 2008 – 2018, Chief Business Development 2019 – 2020, Strategy and Innovation 2020 – 2022, Strategy and Business Development 2022 – Customer Experience 38  WHAT EXPECTD FROM EMPLOYES OF CBE CBE aspire to be customer centric bank and commencing major structural changes so that employees shall work towards exceeding customers requirement. The following are the banks expectations from employees but not limited to. You shall be Customer is the lifeblood of CBE ,hence employees shall provide services with utmost respect & due care. very welcoming and smiling face at service points, be able to responded customers request satisfactorily. 39 40 41 42 Thank you!