Old Mutual has topped the banking sector and is rated second overall in Ask Afrika’s poll of service excellence, the Orange Index.
The index measures service excellence across 65 leading South African companies in 12 industries. It goes beyond simply rating the efficiency of service delivery, but includes the way in which service is provided and assesses whether the whole experience is meaningful and memorable.
Old Mutual improved its rating from fifth position overall two years ago to second now, despite the banking sector as a whole having dropped three places from second to fifth in the latest index.
Japie van Niekerk, Old Mutual chief executive, says while he is delighted with the result, it is not a complete surprise as every year the bank commissions independent research to rate its customer service against that of its competitors. Last year’s survey put customer satisfaction at 90%.
“What we do is compare service ratings year on year. This gives us a good idea of whether we are slipping in any important areas and we can then address these before they become a problem. We are pro-active about sustaining high levels of customer satisfaction, and the Orange Index confirms we are succeeding.”
He says the bank doesn’t just focus on providing efficient service, but also looks at the manner in which it is delivered.
“We try to create a friendly, relaxing environment in our branches. Often this means paying attention to the smaller things. Our branch staff are particularly good at establishing and maintaining relationships with customers. It’s something that’s become ingrained in the culture of the bank.”