In line with its drive to reconnect with customers, Stanbic IBTC Bank, a member of Stanbic IBTC Holdings, has launched a nation-wide integrated brand repositioning campaign through which it seeks to showcase how both existing and potential customers can benefit from a new world of opportunities in banking.
The campaign is to be anchored through the mass media – radio, television, advertising, newspapers, and outdoor communications, with the central theme that reflects promises by the institution to help individuals and businesses achieve their goals via actions, products and services that deliver exceptional value and will run for six months, beginning April 2.
The campaign catalogues a world of opportunities through which it can help people of all walks of life accomplish their goals. It reflects insights from market research on customer expectations, which has become particularly imperative as the bank continues to expand its retail footprint across the country.
Speaking at the unveiling ceremony held in one of the bank’s branches in Lagos, Sola David-Borha, CEO, Stanbic IBTC Holdings, said “this repositioning campaign reflects our group’s vision, strategy and values, which are underpinned by the unique ability to connect with our customers who would appreciate our uncommon commitment to moving them forward, whatever may be their goals.”
The campaign seeks to deepen the bank’s presence in the market place by reinforcing its availability to even a greater number of people, and providing them with products and services that impact positively on their lives and businesses.
David-Borha further said that a few months after the Stanbic IBTC Group consummated a holding company structure, “the bank is poised to deliver a memorable customer experience that is consistent, deliberate and differentiated, one that both delights and surprises.”
Recognising that the quality of customer service is a function of the quality of the people who provide it, she further emphasised that the group had put in place a highly talented and motivated workforce, which ensures that the right people are at the right place and at the right time to connect personally and attend to customers’ needs.
As a market leader, she added that the bank must remain dynamic by continuously innovating in line with the consumers’ changing preferences while re-aligning its operations in response to market trends. “As a niche player in Nigeria and Africa through our parent company, Standard Bank, it is only logical that we must be a change leader and adapt to meet the needs of our consumers. The goal of this repositioning programme is to further deepen our presence in the market place by continuing to emphasise our availability and readiness to put smiles on our customers’ faces, wherever they may be.
“We remain on track in delivering our promise to customers. A major focus for us as a commercial bank is to continue to expand our footprint in Nigeria in order to ensure that we are closer to our customers. The retail market in Nigeria is widely dispersed geographically and as such we are opening more of our branches in various towns and cities in all states of the country,” David-Borha said.