{"id":39372,"date":"2024-02-26T11:23:00","date_gmt":"2024-02-26T11:23:00","guid":{"rendered":"https:\/\/www.africa-press.net\/seychelles\/all-news\/absa-declares-bold-new-business-and-brand-promise-across-all-of-its-markets"},"modified":"2024-02-26T23:34:59","modified_gmt":"2024-02-26T23:34:59","slug":"absa-declares-bold-new-business-and-brand-promise-across-all-of-its-markets","status":"publish","type":"post","link":"https:\/\/www.africa-press.net\/seychelles\/all-news\/absa-declares-bold-new-business-and-brand-promise-across-all-of-its-markets","title":{"rendered":"Absa declares bold new business and brand promise across all of its markets"},"content":{"rendered":"

Africa-Press – Seychelles. <\/strong><\/span>Repositioned brand marks commitment to a more human-centred, empathetic approach to banking, backed by an intuitive and seamless customer experience <\/b><\/p>\n

Absa has launched its repositioned brand to the market signalling a shift to being a more deliberately customer-centric business with the new brand promise of \u2018Your Story Matters\u2019.<\/b> The bank has set a clear trajectory to ensure that Absa\u2019s entire suite of services and offerings live up to this crucial pivot towards a more human-centred, empathetic banking service ethos across the continent. The refreshed brand strapline is part of the business\u2019 ambitions to align their offerings and brand experience with their internal corporate purpose launched last year of \u2018Empowering Africa\u2019s tomorrow together, one story at a time\u2019.<\/p>\n

\u201cAs a full-service bank, we cater for customers from all walks of life \u2013 from clients who only interact with us digitally, to those who prefer the reassurance of talking to one of our colleagues in-branch, we are a bank for all seasons,\u201d says Arrie Rautenbach, Group chief executive (CEO) of Absa. \u201c\u2019Your Story Matters\u2019 is more than a strapline, it is a declaration of our intent that our customers are much more than mere account numbers, they matter to us and so do the stories behind the individuals. Gaining this context will allow Absa to serve them in a more meaningful manner,\u201d he adds.<\/p>\n

The reimagining of the brand follows a detailed review of customer insights, feedback and research. \u201cA very consistent message comes across in research into perceptions of banks and banking,\u201d says Sydney Nhlanhla Mbhele, Absa\u2019s group chief marketing and corporate affairs officer. \u201cCustomers feel that the relationship is one-sided and that banks don\u2019t understand either their life situations or their individual needs. This often leaves them feeling helpless as well as disconnected from opportunities to improve their individual or business prospects,\u201d he adds.<\/p>\n

Infusing a bit more humanity into the Absa ecosystem that already sees the very best digital offerings that banking has to offer, coexisting with an extensive physical network was central to this approach. As a global bank with a presence in ten Pan-African countries and five representative offices in strategic markets including London, New York and Beijing, Absa understands that customer needs vary widely. What can they expect as the bank embarks on the next stage of its own strategic journey?<\/p>\n

\u201cEssentially, we\u2019re making a step-change throughout the organisation; one that will involve enhancing the value of our products, improving our levels of customer service, and vastly improving our capacity to deliver banking solutions that will be timely and relevant to our customers throughout their lives,\u201d says Mbhele.<\/p>\n

This process is already underway \u2013 the R1 billion pricing relief we provided in South Africa over the last few years, free Absa Rewards, our market leading renewable energy deals across Africa and the plethora of employer and digital awards that Absa has received \u2013 is just the beginning.<\/p>\n

In South Africa, for instance, Absa is the first and still the only bank to allow customers the ability to download a pre-populated Unemployment Insurance Fund (UIF) claim form, and process this from one of 5000+ ATMs nationwide. This is making a tangible difference to some of the most vulnerable in society, seeking unemployment benefits. We are also tackling financial inclusion head-on with the introduction of ChatWallet, a new wallet that enables banking services for all WhatsApp users. Born from the success of Absa\u2019s ChatBanking launched in South Africa on Facebook and WhatsApp in 2018, users can securely manage money without the need for an existing bank account, bridging the gap to financial inclusion.<\/p>\n

Across the African continent, Absa Mobi Tap was recently launched in key markets, enabling small businesses to accept card-based payments on their NFC-enabled Android smartphones; creating a new, convenient, and seamless solution for our customers to grow their sales opportunities. Leveraging an innovative partnership with the Mastercard Foundation in Ghana, Absa rolled out a game-changing SME offering at an unprecedented interest rate of ten percent, 60% lower than the market average, completely transforming how women and youth access financing.<\/p>\n

In four African markets Absa launched Women in Business offerings to directly address the needs of female entrepreneurs, supported by mentorship programmes that have contributed to the performance and sustainability of women-led businesses. Absa\u2019s financial literacy projects and \u2018Ready to Work\u2019 programmes continue to ensure that our customers and youth are supported with knowledge in order to be informed, savvy economic actors.<\/p>\n

Absa also listed the first ever Sustainable Bond on the Botswana Stock Exchange in January 2024, which will ultimately help create opportunities for companies to drive meaningful social impact through financial inclusion and job creation targeting women and youth.<\/p>\n

\u201cThis repositioning is not just a marketing exercise \u2013 it is a company-wide business transformation and reaffirmation of a more human-centred approach to banking coupled with a seamless experience across our touchpoints. The entire company has bought into this renewed vision, and we have worked tirelessly to take our colleagues, particularly our frontline on this journey. While this is the beginning of the journey, customers can expect improved levels of service experience, underpinned by empathy,\u201d adds Mbhele.<\/p>\n

\u201cThe overwhelming challenge for financial institutions is to effectively navigate the immense complexity and market contradictions that are pervasive wherever we operate. Some of these paradoxes include the fact that our collective informal economies are as diverse as our formal economies, while there are numerous geographic hurdles. These challenges have ultimately forced Absa to innovate rapidly. This was the genesis of \u2018Your Story Matters\u2019 and a more human centred approach \u2013 and these will be our guiding principles going forward as the new brand positioning takes root,\u201d says Rautenbach.<\/p>\n

This bold repositioning of the Absa brand comes five years after Absa became a standalone African bank and marks a significant point in its growth and development. \u201cUltimately Your Story Matters positions us as a bank that values individual customers and wants to be part of their personal and financial narratives,\u201d says Mbhele. \u201cIt suggests a customer-centric approach in which the bank listens to and cares about the unique journey of each person they serve. It defines Absa as a bank of the future; one that is more than just a financial services institution but also a partner on each customer\u2019s life journey.\u201d<\/p>\n

The Absa brand repositioning launch took place simultaneously for colleagues across all Absa countries on the continent and in Seychelles, the launch was held at Eden Island on Thursday February 22.<\/p>\n

Speaking at the local brand repositioning launch, managing director of Absa Seychelles Nazim Mahmood expressed: “At Absa Seychelles, it\u2019s more than just banking; it\u2019s about understanding that \u2018Your Story Matters\u2019.”<\/p>\n

He continued: “From prioritising our customers\u2019 needs to making a real impact in our communities, our brand repositioning reflects Absa Seychelles\u2019 commitment to being more than just a bank \u2013 we\u2019re our customers\u2019 partner throughout their journey.”<\/p>\n

For More News And Analysis About Seychelles<\/a> Follow Africa-Press<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Africa-Press – Seychelles. Repositioned brand marks commitment to a more human-centred, empathetic approach to banking, backed by an intuitive and seamless customer experience Absa has launched its repositioned brand to the market signalling a shift to being a more deliberately customer-centric business with the new brand promise of \u2018Your Story Matters\u2019. The bank has set […]<\/p>\n","protected":false},"author":84,"featured_media":39371,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,5],"tags":[234,268,233],"class_list":["post-39372","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all-news","category-economy","tag-africa-press","tag-africa-press-seychelles","tag-seychelles"],"yoast_head":"\nAbsa declares bold new business and brand promise across all of its markets - Seychelles<\/title>\n<meta name=\"description\" content=\"Repositioned brand marks commitment to a more human-centred, empathetic approach to banking, backed by an intuitive a ...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.africa-press.net\/seychelles\/all-news\/absa-declares-bold-new-business-and-brand-promise-across-all-of-its-markets\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Absa declares bold new business and brand promise across all of its markets\" \/>\n<meta property=\"og:description\" content=\"Repositioned brand marks commitment to a more human-centred, empathetic approach to banking, backed by an intuitive a ...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.africa-press.net\/seychelles\/all-news\/absa-declares-bold-new-business-and-brand-promise-across-all-of-its-markets\" \/>\n<meta property=\"og:site_name\" content=\"Seychelles\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/AfricaPressTunisiaa\" \/>\n<meta property=\"article:published_time\" content=\"2024-02-26T11:23:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-26T23:34:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/static.africa-press.net\/seychelles\/sites\/30\/2024\/02\/sm_1708935342.626802.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"720\" \/>\n\t<meta property=\"og:image:height\" content=\"479\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"cfeditoren\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"cfeditoren\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.africa-press.net\/seychelles\/all-news\/absa-declares-bold-new-business-and-brand-promise-across-all-of-its-markets#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.africa-press.net\/seychelles\/all-news\/absa-declares-bold-new-business-and-brand-promise-across-all-of-its-markets\"},\"author\":{\"name\":\"cfeditoren\",\"@id\":\"https:\/\/www.africa-press.net\/seychelles\/#\/schema\/person\/068c7ab4e9634ae78ec5d54ec46598bb\"},\"headline\":\"Absa declares bold new business and brand promise across all of its markets\",\"datePublished\":\"2024-02-26T11:23:00+00:00\",\"dateModified\":\"2024-02-26T23:34:59+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.africa-press.net\/seychelles\/all-news\/absa-declares-bold-new-business-and-brand-promise-across-all-of-its-markets\"},\"wordCount\":1167,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.africa-press.net\/seychelles\/all-news\/absa-declares-bold-new-business-and-brand-promise-across-all-of-its-markets#primaryimage\"},\"thumbnailUrl\":\"https:\/\/static.africa-press.net\/seychelles\/sites\/30\/2024\/02\/sm_1708935342.626802.jpg\",\"keywords\":[\"Africa Press\",\"Africa Press-Seychelles\",\"Seychelles\"],\"articleSection\":[\"all news\",\"economy\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.africa-press.net\/seychelles\/all-news\/absa-declares-bold-new-business-and-brand-promise-across-all-of-its-markets#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.africa-press.net\/seychelles\/all-news\/absa-declares-bold-new-business-and-brand-promise-across-all-of-its-markets\",\"url\":\"https:\/\/www.africa-press.net\/seychelles\/all-news\/absa-declares-bold-new-business-and-brand-promise-across-all-of-its-markets\",\"name\":\"Absa declares bold new business and brand promise across all of its markets - 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