Focus Shifts to Quality Customer Service Away from Lower Charges

“Most affordable option” strategies were used to build Kenya’s biggest banks, but the future will belong to those with the best services. As the new Bank Brands Survey from Consumer Insight found out, big banks like Equity suffer a 29% disloyalty rate. If the tech savvy customers find a new way to open accounts, painlessly, many more could shift. It’s clearly time banks dropped their “cheaper” campaigns and won by branding better.

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