As part of ARB Apex Bank’s rebranding strategy, a Brand Book has been developed and launched for all staff of ARB Apex Bank and the Rural and Community Banks (RCBs).

It is intended that a full roll out for the next three (3) years will streamline the bank’s communications and service standards across all stakeholder touch points, in a bid to develop a strong identity for Apex Bank and the RCBs and to position ARB Apex Bank as the most preferred financial partner for both Government and the RCBs.

During the launch, the Managing Director underscored the importance of creating a brand identity for the bank and the RCBs. He stressed the fact that the Brand Guide was carefully designed to cover all aspects of the bank’s identity and for that matter it is a complete document that all stakeholders must abide by.

In so doing, the consistent delivery of a standardized service and the communication of the same message, the bank would over time be creating an image that resonates with all stakeholders.

He further added that it is the staff that would be living the brand and therefore urged all staff to be ambassadors of the brand across the country. It was also made clear to all staff that the roll out would be in phases and so staff should be open to implement all activities as they fall due.

CUSTOMER SERVICE/TELEPHONE ETIQUETTE

Telephone etiquette is a basic part of customer service and answering a business call at a work place involves a different approach relative to any call. Business clients will usually call back because they are familiar with the undivided attention given to them, as well as the sense of professionalism and courteousness meted at their requests.

First impressions are lasting, and because such first impressions are done over the phone, the customer will make an estimation of your business by how the conversation went with a staff. Being prepared when you take customers’ calls shows them that you are serious and you want their business. Keeping the customers waiting for too long, speaking incoherently and inaudibly, playing music in the background or speaking rudely to them can seriously damage your reputation and drive away business.

Presenting a professional image, both in person and on the telephone, is very important in every organisation. Therefore, taking the time to speak clearly, slowly and in a cheerful, professional voice is very important. It is in this regard and as part of the roll out of the Brand Guide that the ARB Apex Bank organised a training programme to take every staff of the Head Office and Cocoa House Branch through client engagement and experience with effective telephone techniques and etiquette.

This training took place in Accra from 24th - 25th and 29th - 30th, October, 2018. At the end of the training, staff were taken through techniques to improve the client telephone experience and engagement, ensure  staff understand the fundamentals of human psychology when there is no visual contact, build techniques of exceptional greetings and engagement, use the right posture, anticipate and solve problems leading to successful relationship building, reduction in complaints, and high professionalism among others