CUSTOMER EXPERIENCE DIVISION

01/12/2024 TO CBE ! 1 1
 CONTENTS
CORPORATE STRATEGIC OVERVIEW
CUSTOMER EXPERIENCE DIVISION
CUSTOMER EXPERIENCE IN GENERAL
CUSTOMER EXPERIENCE IN CBE

March,2023
 CORPORATE STRATEG OVERVIEW

Vision
“To Become a World Class Commercial
Bank financially driving Ethiopia’s
future”.

3
CORPORATE STRATEG OVERVIEW

Mission
“We are committed to realizing
stakeholder’s value through enhanced
financial intermediation globally,
deploying highly motivated and skilled
employees.”

4
 CORPORATE STRATEGY OVERVIEW
Core Values
INTEGRITY

CORPORATE SERVICE
CITIZENSHIP EXCELLENCE

RESPECT CORE PROFESSIONALISM

VALUES
FOR
DIVERSITY

TEAMWORK
EMPOWERMENT
INOVATIVE
ORGANIZATION

5
 Strategic Pillars
1. Secure and risk conscious Bank;

2. Customer Centric Bank with differentiated Customer Value

Propositions;

3. Digital Leader Scaling mobile money and digital innovation;

4. Cost efficient bank

6
 Strategic Enablers
1. Modern streamlined IT architecture and technology
2. Develop CBE into a collaborative customer-centered
organization supported by rigorous talent management
and effective corporate governance.

01/12/2024
As per the recommendation made by McKinsey & Company a global
management consulting firm, the bank:-

changes its structural business model from product model to

customer centric model

designed customer centricity as the pillars of the bank.

structured newly division called customer experience to ensure

customer centricity and work towards achieving great customer
experience.

customer experience division includes four departments and subunits

as illustrated as follows.
01/12/2024
 Organizational structure - customer experience

VP Customer
Expereince

Director Product Development and Customer Director Mesurment Director Capacity

Journey and Tracking Building Director Marketing

Manager Customer
Manager Customer
Manager Product Manager Customer Experience Manager Capacity
Protection and Lead Trainers
Development Journey Measurement and Building Manager
Complaint Handling Manager Promotion Manager Bank Wide
Tracking Standardization and
and Advertisement Loyalty Program
Brand Management

Team leader
Customer Journey Team Leader Loyalty
Program Team Leader Loyalty
Development and Program Operation
Monitoring

01/12/2024
 Customer Experience Division
The CX Division is entrusted to ensure that all the business
activities and endeavors of the bank are aligned with customers
demand, this can happen by:
Creating & maintaining the delivery of smooth, and consistent
customer experience across all customer journey;

Demonstrating strong product development & product

knowledge;

Instituting reliable customer data tracking and measurement

system and

Effective marketing & promotion activities.

10
 1. Marketing
The Marketing unit encompasses promotion & advertisement,
standardization and brand management ,and bank wide loyalty
program Major tasks performed in marketing department are;

Brand management;

Conducting campaign management for marketing initiatives;

Producing marketing and promotional materials;

Monitoring and managing social media;

Choose appropriate marketing strategies to launch successful

product; 11
1.1 promotion and advertisement
Review and recommend promotional proposals, action plans, and
related tasks;

Review, recommend, and approve designs and/or contents of print

ads, promotional giveaway materials, TV and radio commercial
Ads;

Monitor the overall promotion efforts of the bank;

Negotiate and sign payment order on behalf of the bank Partner

with the IS Division (MIS) ensure that the right data is accessible
and shareable.

01/12/2024
12
1.2 standardization and brand management
Review, recommend and implement Office Standardization & Brand
Management techniques, strategies, and action plans;

develop brand association tasks that increase CBE’s product market

Ensure the execution of proper office standardization tasks in all

Divisions of the Bank;

Ensure the uniformity of physical appearance and layouts of

branches and head office organs as per the standards set;

Ensure standard of corporate brand identity elements as per the

brand guideline.
01/12/2024
13
standardization and branding units also ensures the appropriate
and standardized selection, branding and ways of promoting the
banks corporealelements.
Corporate Identity Elements of CBE
Corporate
Name
Jingles Corporate
(Sound Logo
Branding)
CBE CORPORATE
IDENTITY
ELEMENTS
Corporate Corporate
Flag Motto

Corporate
Colours
01/12/2024
15
 Corporate Identity Elements of CBE

i. Corporate Name
ii. Corporate Motto
It is the name of the Bank
“ሁሌም የሚተማመኑበት ባንክ”
“COMMERCIAL BANK OF ETHIOPIA”
“The Bank You Can
It shall be written in golden with black
Always Rely on”
background

01/12/2024
16
Corporate Logo and its components

The coin expresses that the Bank is a

financial intermediary

The intertwined net inscribed

around the coin shows:

The Bank’s wide branch distribution

where customers can easily reach
them

CBE’s working towards achieving

regional and global presence
01/12/2024
17
 Corporate Colors Combination

It indicates the Bank’s robust wealth, high

Golden service quality, reliability, premium service
or clarity of vision, mission, values and
strategy
It shows the Bank’s originality, its being pioneer
Black in premium customer service delivery, and that
it is the successor of the first bank
It shall be applied with other colors for
advertisement and decoration to attract and
Purple
is used as flag color, paper head and
becomes background anywhere
Corporate Flag

Corporate flag of CBE flies at the Head

office, branches and during events.

The Background of the flag shall be

purple and bears the corporate logo in
golden color.

The corporate flag flies alongside the

national and/or regional flags

01/12/2024
19
 Jingles (Sound Branding)…used in all radio and television
commercial ads.

01/12/2024
20
 1.3 Bank wide loyalty program
It is a marketing strategy designed to encourage and reward
customers to continue using the product and services of a
business. Major Activities:-
Identify products , services or customer segment for loyalty
program.

Set rules or conditions for rewarding and redemption.

Run various loyalty campaigns.

Operations( settlement, report ,adjustment, system based

creation, amendment, deletion etc)

Monitoring
01/12/2024
21
 2. Measurement & Tracking

Major units includes customer protection and complaint handling

and CX measurement and tracking. Further the following major
tasks performed by the department.
Develop and implement tools and processes to understand customers;

Identify metrics to track

Ensure those metrics are linked to business outcomes;

Share the insights from the customer experience tools throughout the
organization;

Partner with the IS Division (MIS) ensure that the right data is
accessible and shareable.

22
2.1 Measurement and tracking
Run and test redesigned journeys consistently in day-to-day
operations and measure and monitor CX performance to
continuously improve;

Capture customer feedback through NPS, CSAT surveys to measure

how customers feel about CBE (services, products, brand etc);

Conducting root cause analysis of complaints and produce statistical

data and metrics to be shared with Management.

23
2.2 Complaint Handling Management
Investigate complaints competently, promptly and impartially;

Assess the complaint fairly and determine whether the complaint

should be upheld and offer remedial action/redress as appropriate;

Ensure that in the event a complainant accepts an offer of remedial

action or redress proposed by the Bank, the latter shall promptly
comply with same;

Ensuring that complaints are resolved as per the set timeframe;

Delivered reports to NBE timely.

24
 3. Product development and customer Journey

Conducting customer and market research;

Develop products that reflect customer needs and expectations;

Conducting market research to ensure the success of products;

Understanding customer behaviors and pain points;

Co-create new experiences with customers; and

Ensure that the customer and the impact on the customer is embedded
in all decisions, designs and conversations.

25
3.1 product development (PD) unit
Coordinate, plan and manage the PD unit

Initiate and coordinate market assessments to identify new product

ideas;

Initiate and coordinate product profiling assessments

Review the nature and scope of product lines, specifications and

requirements and make recommendations for the future.

Review and recommend proposals and guideline for the development

of new products and the modification of existing products

26
Product development stages

27
 3.2 Journey Redesign unit
Develop customer journey mapping and insights on customer
experience;

Build end-to-end customer support workflow mapping and evaluate

the effectiveness of processes;

Identify top opportunity areas to improve customer journey based

on insights and workflow analysis;

Ensure that the customer and the impact on the customer is

embedded in all decisions, designs and conversations

28
29
4. Capability Building
Empower all employees to be more customer centric by building
required capabilities;

Arrange continuous training sessions to all employee,

Identify and develop elements of the customer experience

framework on an ongoing basis via expediting any ongoing digital
learning experiences and platforms;

Work proactively & reactively to align and unite the organization

around the customer;

Partner with other divisions to ensure that employees and customers

have a great experience.
30
 4.1 Lead trainers
Produce CX trainings modules

Provide various CX capacity building trainings

Work proactively & reactively to align and unite the organization

around the customer.

Identify and develop elements of the customer experience framework

on an ongoing basis via expediting any ongoing digital learning
experiences and platforms.

31
 What is Customer Experience (CX?)
It is the sum total of customers' perceptions and feelings resulting from
interactions with a brand's products and services.

CX spans the lifetime of customers' relationships with a brand, starting

before a purchase is made, continuing to active use and advancing to
renewal or repeat purchase.

CX is about meeting people’s needs and expectations for seamless

experiences and mutual benefits.

CX involves interactions at every point of the customer journey with a

brand, from marketing to sales and everything in between.

CX is the sum total of what customer wants, does, sees, thinks, feels
and likes.
32
 Customer Service Vs Customer Experience
Customer Service (CS) Customer Experience (CX)

CS is part of CX: usually refers as support CX is holistic: refers to the entire customer
function of a business, responding directly journey. From start to finish. As such, many
to an event raised by a customer in order to departments are involved with ensuring good
improve the customer's relationship. CX.

CX is proactive: the company listens to its

CS is reactive: the customer makes first
customers and anticipates their wants and
move, either reaching out for support or if
needs aiming to improve the customer
they have an issue which needs resolving.
journey.

Often isolated: Usually happens after a Relationship: CX is about the relation ship
purchase has been made and responds to a the customer has with the brand and can not
specific event eg. complaint be pinned down to a specific event. 33
WHY CUSTOMER EXPERIACE CATCH ATTENTION ?

Here is how customer experience has positive impact on business.

Before CX and after CX Implementation.

34
35
36
 Why CX in CBE
The benefits include:
It creates a customer-focused company culture with aligned mission
and values,

Better-informed product development and service provision based on

real customer expectations, thoughts, actions, and behaviors,

Lower churn rates and more opportunities to upsell

Better reviews and testimonials due to continued, positive customer

interactions

A good ROI (return on investment), or ROX, return on experience.

37
 History of CX in CBE

1996 – 2005, V/P Marketing & Corporate planning main office

2005 – 2008, V/P Marketing and Research

2008 – 2018, Chief Business Development

2019 – 2020, Strategy and Innovation

2020 – 2022, Strategy and Business Development

2022 – Customer Experience

38
 WHAT EXPECTD FROM EMPLOYES OF CBE
CBE aspire to be customer centric bank and commencing major
structural changes so that employees shall work towards exceeding
customers requirement . The following are the banks expectations
from employees but not limited to. You shall be
Customer is the lifeblood of CBE ,hence employees shall provide services
with utmost respect & due care.

very welcoming and smiling face at service points,

be able to responded customers request satisfactorily.

39
40
41
42
Thank you!