GCB Bank’s Customer Experience Chief outlines wellness-driven strategy to deepen customer engagement

The Chief Marketing, Communication and Customer Experience Officer of GCB Bank PLC, Cynthia Ofori-Dwumfuo, has reaffirmed the Bank’s commitment to enhancing customer experience through wellness initiatives, digital innovation, fraud awareness and improved service delivery as part of efforts to deepen customer engagement and strengthen its customer-centred approach. The maiden Aerobics Fiesta held at the University of Ghana Stadium in Accra on Saturday, October 31, marks the grand finale of GCB Bank’s 2026 Customer Service Month celebrations, held under the theme “The Extra Mile”. The event brought together customers, employees, stakeholders and members of the public for a morning of fitness, health education and entertainment. Speaking at the event, Ms Ofori-Dwumfuo said the Bank’s commitment to customer centricity extended beyond conventional banking services to encompass the broader needs and well-being of its customers. She explained that customer service was not simply about responding to complaints or providing assistance through contact centres but involved creating meaningful experiences that strengthened relationships between the Bank and the people it serves. Customer experience beyond traditional banking A major focus of Ms Ofori-Dwumfuo’s address was the need for financial institutions to adopt a broader understanding of customer service, particularly as customer expectations continue to evolve. She stressed that delivering an excellent customer experience required more than having functional contact centres or addressing complaints. Rather, it involved understanding the different challenges customers face and ensuring that every interaction with the Bank reflected its commitment to putting customers first. “Customer service is more than just a contact centre. We know that it’s more than people calling us to complain,” she noted. She identified fraud awareness and customer protection as important aspects of the Bank’s customer-centric approach, particularly amid growing concerns about financial scams and fraudulent activities affecting banking customers. She explained that GCB Bank recognised the importance of educating customers about financial fraud while providing accessible channels through which they could obtain assistance and conduct their transactions securely. According to her, customer centricity must be reflected across the Bank’s entire service delivery structure, from its contact centre and digital platforms to its branches and interactions with employees. She highlighted the Bank’s toll-free customer service line, mobile banking application, online account opening and digital loan application services as some of the ways it was improving convenience and accessibility for customers. Ms Ofori-Dwumfuo also emphasised the importance of ensuring that employees remained responsive and intentional in their interactions with customers, noting that delivering a positive customer experience was a collective responsibility across the institution. She maintained that customer centricity remained a fundamental pillar of GCB Bank’s corporate strategy and would continue to guide its approach to service delivery and business development. Wellness takes centre stage in customer engagement Explaining the rationale behind the maiden Aerobics Fiesta, Ms Ofori-Dwumfuo said the initiative was designed to strengthen the Bank’s relationship with customers while encouraging them to take their health and general well-being seriously. She noted that the Bank wanted to create opportunities to interact with customers beyond the conventional banking environment, allowing them to connect with the institution through activities that promoted healthy living and community participation. “With this event, with this Aerobics Fiesta event, we are trying to engage with our customers on a more personal level. We are trying to encourage them to also take their wellness seriously, and what better time to do it than during Customer Service Month?” she said. The event featured aerobics sessions, yoga, breast cancer screening, prostate cancer awareness and screening, as well as a dedicated playground for children. A musical performance by Ghanaian music duo Dope Nation also provided entertainment for participants, adding to the festive atmosphere. Ms Ofori-Dwumfuo said the activities reflected the Bank’s desire to appreciate customers in ways that extended beyond the financial products and services it offered. She described the occasion as an opportunity to celebrate the people who had contributed to GCB Bank’s growth and success, including its customers, employees and stakeholders. More customer-focused initiatives expected in 2027 Looking ahead, Ms Ofori-Dwumfuo assured customers that the Bank would continue to introduce initiatives aimed at improving customer experience and strengthening its relationship with different customer groups. She indicated that GCB Bank had more customer engagement activities planned for 2027, reaffirming its commitment to becoming a more responsive and customer-focused institution. She also disclosed that the maiden Aerobics Fiesta was intended to become an annual event, with another edition expected in October 2027. “This is the first one. See you next year in October. We’ll have a similar event as well,” she announced. Her comments point to the Bank’s intention to sustain wellness and community engagement as part of its broader customer appreciation efforts. Building on a legacy of customer trust Reflecting on GCB Bank’s longstanding presence in Ghana’s financial sector, Ms Ofori-Dwumfuo expressed gratitude to the generations of customers whose loyalty and confidence had contributed to the institution’s growth since its establishment in 1953. She said the Bank remained conscious of its responsibility to serve customers across different generations, from long-standing account holders to younger customers, including members of Generation Z, as well as businesses and corporate institutions. She emphasised that maintaining the Bank’s relevance required continuous innovation and an understanding of the changing expectations of its diverse customer base. “We are truly grateful to the people who have brought us here from 1953 to every single Gen Z that has a bank account with us, whether it’s businesses or companies. We’ve been the rock of the economy of Ghana,” she said. She reiterated the Bank’s appreciation for the support it had received over the decades, adding that its ambition remained to strengthen its position as a leading financial institution while continuing to contribute to Ghana’s economic development. For Ms Ofori-Dwumfuo, the Bank’s identity as Ghana’s Bank for Life must be reflected in its ability to build lasting relationships, respond to customers’ evolving needs and deliver services that make a meaningful difference in their lives. The maiden Aerobics Fiesta therefore represented more than the conclusion of GCB Bank’s 2026 Customer Service Month. It demonstrated the institution’s intention to broaden customer engagement by bringing together financial services, wellness, digital convenience and personal interaction. As GCB Bank looks towards 2027, its focus on customer centricity, fraud awareness, digital innovation and improved service delivery is expected to remain central to its efforts to strengthen customer relationships and enhance the overall banking experience.