PROFILE

Nations Trust Bank

Q: How has Nations Trust Bank positioned itself strategically in the competitive banking sector to build a strong brand image?

A: We maintain a strong focus on delivering an exceptional banking experience and remain steadfast in our core values. By catering to affluent and mass affluent segments, we offer tailored experiences for those who appreciate the refined aspects of life.

As a pioneer of the digital banking experience FriMi, we aim to redefine the way customers engage with banking services, reflecting the bank’s commitment to staying at the forefront of technological advancements. Through relationship banking, Nations Trust Bank forges personalised connections to meet customers’ unique financial needs.

Our leadership in American Express Cards, providing exclusive benefits, enhances the bank’s brand image. With a customer-centric approach, we continue to redefine banking excellence.

Q: What initiatives have you taken to ensure seamless and personalised customer experiences?

A: Digitalisation is ingrained in our DNA with a pioneering mobile banking app launched in 2017. We prioritise customer experience and continuously seek to enhance it. By using Nations Direct, smart ATMs, E-box and Nations Alpha digital self-onboarding, we provide convenient channels for seamless transactions.

Launching the Nations Direct app involved customer journey mapping and analysing feedback, shaping the user interface, functionality and overall experience.

We also service our clientele through a segmented approach. In consumer banking, we offer specialised services through Private Banking and Inner Circle propositions. In commercial and corporate banking, we cater to diverse business requirements. Understanding our customers is vital and allows us to regularly improve these solutions to meet their expectations.

Q: Evaluate the state of branding and brands in Sri Lanka…

A: Our local markets are relatively small compared to some other countries. When marketing initiatives, they need to be carefully planned, ensuring they make business sense in the local context.

It is well known that we have a pool of talented and skilled individuals, which highlights the presence of expertise within the country. By tapping into this talent and fostering a collaborative environment, we can continue to strengthen brand offerings, and strengthen our presence on both local and global stages.

Q: How should organisations treat brand investments to drive business recovery, given today’s changing business dynamics?

A: With organisations establishing clear key performance indicators (KPIs) for their brand initiatives and investments today, these can be closely monitored to evaluate the effectiveness and impact of branding efforts with quantitative metrics (sales figures and market share) and qualitative factors (customer feedback and brand perception).

Integrating brand strategies with an overall business strategy ensures brand investments contribute to the long-term growth and success of the business.

It is crucial for us to acknowledge the emerging needs of consumers and businesses. As we strive towards recovery, we must adapt our services to cater to these new demands to remain relevant and sustain our position as a service-oriented brand.

Q: Elaborate on the concept of ‘phygital branding’… how does it apply to your brand?

A: The phygital approach is at the core of our customer experience strategy at Nations Trust Bank, combining the best of both physical and digital tools to create a truly seamless and integrated banking experience.

We fully understand the value digital tools and platforms bring, in terms of convenience and efficiency, allowing customers to access services and complete transactions with ease.

However, we firmly believe human relationships should not be overlooked or replaced entirely by technology. While our Private Banking customers have the convenience of performing various transactions through our digital channels such as the mobile app or web, we have gone a step further.

We have included a dedicated button in our app that allows customers to be instantly connected with their relevant Relationship Manager, ensuring a personalised touch and fostering strong connections.

The phygital element serves as a bridge, striking the right balance between the convenience of digital channels and invaluable aspects of human interaction. We believe that by combining the benefits of technology with the personalised attention of our dedicated relationship managers, we can provide a truly exceptional and seamless customer experience.

Telephone 4711411 | Email customerservice@nationstrust.com | Website www.nationstrust.com