Most Kenyans have a negative digital experience with banks

The Kenya Banking Sentiment Index prepared by Deloitte notes that this paints a negative picture of banks given the increased use of social channels by customers to engage with their service providers.

Having tracked 336,434 consumer posts over a one-year period, the study found that Absa led in Net Sentiment with a score of 12.7 per cent, followed by Co-operative Bank with 2.6 per cent.

These were the only two banks to achieve positive scores, with the average Net Sentiment for the industry sitting at -7.6 per cent.

Net sentiment is calculated by subtracting overall negative sentiment from positive sentiment.

“The Index has shown that downtime poses a significant risk across the industry. In the case of multiple transacting channels failing simultaneously – for example, if a bank’s mobile app is down while Unstructured Supplementary Service Data (USSD) fails – consumers are left feeling helpless and frustrated,” said DataEQ’s Managing Director, Melanie Malherbe.

The report notes a poor level of responsiveness to customers shown by the banks on social media.

“On average, only 53 per cent of priority conversations received a public response, meaning almost half of customers’ requests went unanswered,” it notes.

While comprising a relatively small share of the voice of the consumer, Absa’s Net Sentiment performance was primarily driven by reputational efforts like Corporate Social Investment (CSI) initiatives, partnerships to drive employment opportunities, and new technology adoption by the bank, the report notes.

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