GCB Bank has unveiled 200 of its staff as brand ambassadors for the bank. The move forms part of efforts to improve customer service and position the bank strategically to increase its fortunes both at home and abroad.
The 200 ambassadors called the ‘Golden Eagle ambassadors’ were drawn from the bank’s 180 branches within nine zones across the country, including, Accra, Tema, Kumasi, Sunyani, Cape Coast, Takoradi, Ho, Koforidua and Tamale.
They were selected based on their ability to communicate, lead, inspire, respect, network, influence and solve problems.
Speaking to Goldstreet Business after the inauguration, Head of Communications at GCB, Mrs Tara Oboubi said this is to position the bank as a welcoming bank and a leader in the industry.
“A lot is going to change. They will look at customer service which is our major issue and address it. The ambassadors will live the brand in the branch and we need the brand to be represented consistently across branches. The best ambassadors are our employees and they are the ones we are going to rely on to make a change,” she stated.
In her key note address, Chief Business Development and Marketing Officer of GCB, Mrs Hanna Essien said the exercise is to improve the banks operations and the impression they leave with their customers. She tasked the ambassadors to spearhead business development in their localities.
“You have the responsibility to ensure service quality is excellent at your branch and to showcase GCB as a unique brand in your community. You should also be responsible to ensure consistency in service quality and the brand message wherever you go,” Essien noted.
Head of Human Resource at GCB, Mr. Ishaque Kojo Essel also implored the team to exhibit the qualities of brand ambassadors at all times.
He said “you are an embodiment of our great Bank’s identity in appearance, demeanour, values and ethics and you should be able to use promotional strategies that will strengthen the customer-product-service relationship and influence a large audience to buy and consume the bank’s products and services.”
The programme was on the theme ‘be prepared to STIR PASSION among stakeholders both within and outside the bank.
By Nana Oye Ankrah