GCB Bank is optimistic it will increase its market share in the banking industry within the short to medium term.
This comes as the bank has outdoored its ‘Golden Eagle Ambassador initiative’.
Under the initiative, 200 staff have been selected from all nine zones in which the bank operates to market the bank.
The move also comes at a time when the bank has assumed management of UT and Capital Banks in a purchase and assumption agreement.
In an interview with Citi Business News, Head of the Corporate Affairs Department of GCB Bank, Madam Tara Obuobi was of the view that the strategy of the bank will help it attain the greatest market share in the country as well as improve on its customer service.
“A lot is going to change with this strategy that we are embarking on, we expect that the ambassadors will live the brand in all our over one hundred and eighty branches all over the country and we need the brand to be represented consistently across branches so we expect that whiles they are there , they will look at customer service which is our major issue and see how best they can address it, she stressed.
In response to a question on why the bank sought to use its own staff to promote the brand, Madame Obuobi said,
“The best ambassadors are the representatives; the employees, they are the ones we are going to rely on to make a change. They will make better changes than somebody who doesn’t know the brand and that is why we have stuck with our own staff, we want to use them to help the bank attain a greater market share”.
Under the initiative, the 200 ambassadors will join the Managers, Heads of Departments and colleague staff to influence attitudinal change and promote high behavioral standards.
Management of the bank also expressed confidence that the launch of the Golden Eagle Ambassadors will mark the beginning of yielding excellent results that would propel GCB into the objective of becoming the leading bank in all its markets.
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By: Anita Arthur/citibusinessnews.com/Ghana