United Bank for Africa (UBA) has achieved a remarkable feat, securing spots in the top five banks across key banking segments in KPMG’s 2024 West Africa Banking Industry Customer Experience Survey. This recognition highlights the bank’s transformation under its customer-first strategy and solidifies its position as one of the most customer-centric financial institutions in the region.
According to the latest KPMG survey, UBA earned an impressive second place in SME Banking and secured third place in Retail Banking. These rankings mark a dramatic rise in the bank’s standings from last year, underscoring its commitment to redefining customer satisfaction and value delivery in the region.
“We are thrilled with the results of this survey,” said Oliver Alawuba, the Group Managing Director/CEO of UBA. “This recognition is a testament to our ability to turn aspirations into achievements and challenges into victories. At the heart of this success lies our unwavering commitment to the Customer First (C1st) philosophy. It’s not just a slogan but the essence of who we are.”
A Leap in Rankings Across Key Segments
UBA’s remarkable progress is reflected in its rise across several segments. In Retail Banking, the bank leaped from 14th place in 2023 to secure the third position this year. Similarly, in SME Banking, UBA soared from 6th place to 2nd, illustrating a robust improvement in its approach to serving small and medium enterprises across the region.
In Corporate Banking, UBA also made substantial gains, climbing to fourth place from 8th in the previous year. This surge across all major banking segments highlights the effectiveness of UBA’s customer-centric strategies.
“Through our Customer First approach, we’ve redefined customer satisfaction and earned the trust and loyalty of millions of clients across Africa and beyond,” Alawuba continued. “This achievement is a direct result of the collective effort of our team, from retail branches to corporate offices, and from our technology experts to our front-line staff.”
The C1st Philosophy: A Key to Success
UBA’s “Customer First” (C1st) philosophy has been the driving force behind its success. Alawuba emphasized that UBA’s customer service strategy goes beyond just slogans; it’s about creating real value for clients and continuously improving the bank’s offerings.
“At UBA, we have redefined the customer experience through a commitment to our six pillars of Customer Experience,” he explained. These pillars include:
- Integrity: Building trust through honesty
- Resolution: Promptly addressing customer concerns
- Expectations: Anticipating and exceeding customer needs
- Time and Effort: Simplifying processes to save time
- Empathy: Demonstrating genuine care and understanding
- Personalisation: Delivering tailored solutions to individual needs
These principles have significantly reshaped the way UBA interacts with its clients, creating a deep sense of trust and loyalty that has resonated across its diverse markets in Africa and beyond.
Aiming for the Top Spot
While UBA has already achieved impressive success, Alawuba emphasized that the bank’s ambition doesn’t stop here. The Group CEO revealed that UBA aims to become the undisputed leader in customer experience across all banking segments.
“The world of banking is evolving rapidly, and customer expectations are at an all-time high,” Alawuba said. “To stay ahead, we must remain agile, innovative, and continue delivering exceptional service. Our goal is not just to be the best in the market today but to set new benchmarks for the future of banking in Africa.”
He further noted that UBA plans to strengthen its relationships with customers, refine its processes, and embrace new innovations to deliver even greater value. This vision aligns with the bank’s broader goal of becoming the most customer-centric financial institution not just in Africa, but globally.
A Global Reach with Local Impact
UBA is one of the largest employers in the African financial sector, with over 25,000 employees worldwide. The bank serves more than 45 million customers globally, offering a broad range of retail, commercial, and institutional banking services. UBA operates in 20 African countries and several international markets, including the United Kingdom, the United States, France, and the UAE.
With its extensive global footprint, UBA has led financial inclusion efforts across Africa, leveraging cutting-edge technology to improve accessibility to banking services. From mobile banking solutions to tailored services for SMEs and large corporations, UBA continues to push the envelope in meeting the diverse needs of its customers.
Sustaining Growth in a Competitive Industry
The banking industry in West Africa remains highly competitive, with numerous banks vying for dominance in different customer segments. Despite this, UBA has managed to carve out a strong competitive advantage, leveraging its deep understanding of customer needs and its innovative solutions.
As customers become more discerning and demand better service experiences, banks like UBA are constantly adapting to stay ahead. Through its focus on customer-centric banking, UBA has been able to maintain a strong reputation for delivering value and building long-lasting customer relationships.
The bank’s strategy of combining advanced technology with personalized services has proven effective, particularly as customers seek faster, more efficient banking experiences. As the banking landscape continues to evolve, UBA is positioning itself to be a key player in the digital transformation of financial services across Africa.
Looking Ahead: The Future of UBA’s Customer-Centric Strategy
Looking ahead, UBA is set to continue pushing the boundaries of customer experience in the banking industry. With plans to expand its footprint further and enhance its technological offerings, UBA’s future appears bright.
“Our journey is just beginning,” Alawuba concluded. “The best is yet to come, and we are excited about what the future holds. Together with our dedicated team and loyal customers, we will continue to make strides and shape the future of banking in Africa.”
