Absa Bank Tanzania managing director Obedi Laiser (left) speaks in Dar es Salaam. With him is the bank’s head of marketing and corporate affairs, Aron Luhanga (Right).
Absa Bank Tanzania has launched its repositioned brand, marking a significant shift towards a more customer-centric approach in banking, underpinned by the new brand promise, "Your Story Matters."
The announcement, made on February 26, echoes a similar declaration by Absa Group Limited, the bank's parent company, signaling a concerted effort to redefine the banking experience across the continent.
Mr. Obedi Laiser, the Managing Director of Absa Bank Tanzania, emphasized the institution's commitment to its core principles and values. "We are focusing on what we do and why we do it," stated Mr. Laiser, highlighting the bank's dedication to its customers' unique narratives.
According to Mr. Aron Luhanga, the Head of Marketing and Corporate Affairs at Absa Bank Tanzania, the new brand promise reflects the bank's unwavering dedication to its clients. "It signifies our value of individual customers and our aspiration to be part of their personal and financial narratives," explained Mr. Luhanga.
"Your Story Matters" defines Absa as a forward-thinking institution, transcending traditional banking services to become a trusted partner in every customer's life journey.
Mr. Laiser emphasized a renewed focus on a more human-centered approach, deeply invested in understanding the diverse journeys of all stakeholders, from customers to communities.
Beyond Tanzania, Absa Group operates across Botswana, Ghana, Kenya, Mauritius, Mozambique, Seychelles, South Africa, Uganda, and Zambia, with a global presence in representative offices.
The repositioning comes after a thorough review of customer insights and feedback, aiming to bridge the gap between traditional banking and customer expectations. "Your Story Matters" serves as a guiding principle, underpinning Absa's commitment to providing personalized and empathetic services to all its customers.
With a vision to empower Africa's tomorrow together, one story at a time, Absa is poised to lead the way in shaping the future of banking across the continent.
Mr. Laiser concluded, "Our commitment to our customers, communities, colleagues, and the public at large remains unwavering. We are excited to embark on this journey of meaningful partnership, because your stories matter to us."