Bank Customers Choose WhatsApp as Preferred Communication Platform – PwC Survey

According to the PricewaterhouseCoopers (PwC) Banking Survey from 2024, WhatsApp is the preferred communication tool for bank customers in Ghana when interacting with their financial institutions. This important discovery sheds light on how customer-bank interactions are changing in the digital era.

According to a recently released poll, 42% of bank customers chose WhatsApp for their daily social media interactions and communication needs. This choice highlights WhatsApp’s rise to prominence as one of the top three social network platforms during the last 15 years. Thanks to its creative features, banks may interact with clients in a smooth and efficient manner and carry out transactions efficiently.

A detailed breakdown of the virtual channels used by bank customers shows that WhatsApp is the leading choice. In contrast, only 11.2 percent of customers chose Facebook as their second preferred platform for interaction. YouTube was preferred by 8.1 percent, LinkedIn by 7.7 percent, and Instagram by 6.9 percent. These figures illustrate that WhatsApp stands out as the most favored interaction platform among common social media channels.

In terms of customer service, the survey highlights that bank customers highly value quick in-branch service. About 64 percent of respondents emphasized that short wait times are crucial for a delightful banking experience. Many customers also expressed that bank branches can be intimidating due to strict security measures and restrictions on mobile device use.

“When customers visit their bank branches, they want to be in and out quickly,” the report noted. “Almost two-thirds of bank customers say short in-branch wait times are key to making their banking experiences pleasant.” This concern has been a top priority in two successive surveys conducted in Ghana’s banking industry. Employee engagement is another vital area highlighted by the survey. About 24 percent of respondents expect bank staff to show genuine interest in their business and be productive in offering help. This indicates a significant portion of customers value personalized and attentive service from bank employees.

The PwC survey engaged bank customers from all 23 banks in Ghana, in collaboration with the Ghana Association of Banks. Data was collected through an online questionnaire developed using Google Forms, which was emailed to all 23 banks with a request to forward it to their customers. This tool was designed to gather customer views on the quality of the customer experience (CX) offered by their primary banks.

Further insights were obtained from bank executives’ views on the current state of CX in the industry, as well as their plans for sustaining or enhancing CX in the future. PwC’s survey responses were highly insightful, revealing how banks deliver experiences at various interaction points. Customers also provided suggestions on how banks could enhance the consistency, predictability, and quality of their services, making interactions more seamless, convenient, and enjoyable.

The main focus of this year’s survey was on Customer Experience (CX). PwC aimed to obtain direct feedback from bank customers on their preferences and observations regarding the services they access or seek to access from their banks. The survey provided interesting insights into changing trends, demographic preferences, and the nuances customers seek to make their banking experiences memorable.

Banks are now keenly aware of the importance of CX, as it plays a crucial role in customer satisfaction and loyalty. The shift towards digital communication platforms like WhatsApp indicates a broader trend of customers seeking convenience and efficiency in their interactions with banks. This trend is not only limited to Ghana but is also observed globally, as financial institutions adapt to the digital transformation sweeping across industries.