By Aduragbemi Omiyale
Some aggrieved customers have accused Nigerian banks of lying about a few of their services in adverts in the media and not doing enough to assist when needed, despite using the provided platforms to lodge their complaints.
In a survey conducted recently by a foremost perception consulting firm in the country, CMC Connect LLP, it was observed that some financial services consumers in Nigeria are not satisfied with what they get from their banks.
The perception study carried out by the Strategy & Intelligence Service unit of CMC Connect showed that, “Consumers do not have enough information and understanding about banks products.”
Some of the respondents said bank adverts in Nigeria are misleading, telling their target audience that their banking services look so easy to access when the opposite is the reality.
The report then advised lenders to make deliberate efforts to provide “much-needed information and understanding on their products and services” to address the wrong perception, which could make them lose their customers to neo-banks, which are enjoying favourable patronage because of their better services.
“They must stop making customers feel they are doing them a favour and manage them with utmost respect and empathy. Customers have alternatives!” the report, which was presented at a webinar on Wednesday, December 6, 2023, noted.
Business Post reports that the survey, Customers’ Perception of Banking Products and Services in Nigeria, delved into the thoughts and emotions of Nigerian banking customers, revealing their perspectives, preferences, and expectations as they entrust their financial well-being to the country’s banking institutions.
It was presented by the Team Lead of the Strategy and Intelligence unit of the firm, Ms Vanessa Ezenwafor, who posited that, “In today`s dynamic banking landscape, customer perceptions are vital metrics that shape the industry`s future.”
“This survey underscores the importance of understanding these perceptions and acting upon them. To remain ahead of the competition, banks must embrace digital transformation, elevate the quality of customer service, and foster greater trust through transparency and responsiveness,” she added.
The event, moderated by the Head of Digital PR Strategy Desk, Ms Oiza Balogun, was attended by individuals from the banking sector, members of the Nigerian Institute of Public Relations (NIPR), members of the Association of Corporate Affairs Managers of Banks (ACAMB) and representatives of various media platforms.
In his opening remarks, the Chairman of Odu`a Investment Company Limited, Mr Bimbo Ashiru, emphasized the need for Nigerians to embrace banking culture.
On his part, the president of ACAMB, Mr Rasheed Bolarinwa, stressed the importance of Nigerians adhering to due process when encountering banking issues.
He discouraged the practice of banking customers venting frustrations and expressing discontent on social media, suggesting a more measured approach such as making use of the bank’s customers’ complaints platform created by every bank in Nigeria.
