PROFILE

NDB

Q: Share a brief overview of your organisation’s brand history and how it has evolved over time…

A: Established as a development bank in 1979, NDB Bank is one of the country’s most esteemed banking groups today, which delivers an array of financial services. In the recent past, NDB reoriented its brand as a futuristic bank with the goal of becoming a leading digital banking service provider in the sector.

As a brand that operates under an overarching philosophy of customer-centricity, NDB continues to pioneer and invest in innovative banking solutions and digital platforms to bring banking convenience to all customer segments.

Q: What are NDB’s key strengths, differentiating it from competitors?

A: NDB’s topmost priority is to offer its customers personalised services and targeted products, and create an ecosystem that ensures seamless customer experiences. To this end, the bank continues to adapt to the evolving needs of customers and market trends using the latest digital banking solutions.

NDB NEOS delivers a convenient omni-channel experience to customers where they can move between NEOS mobile and online banking channels. Customers are able to access banking services regardless of where they are.

NDB’s ‘video know-your-customer’ (vKYC) facilitates convenient account openings irrespective of the location with only the National Identity Card (NIC) or passport. Currently, over 85 percent of customer transactions are carried out digitally.

For the first time in Sri Lanka, NDB introduced ‘Neos Biz’ – a pioneering mobile app catering to the SME sector. NDB’s digital infrastructure is not only limited to its customer touch points but also deployed to its back end to ensure efficiencies.

Q: What is your assessment of the country situation on brands and branding?

A: Given the economic downturn, there is an increasing need for leading brands to reassure consumers about stability and financial empowerment. This is paramount in maintaining brand salience. Branding has evolved today to provide support at key stages of everyday life.

Brands must remain vigilant about various customer situations and ensure they are visible, and associate the brand with aspects that help elevate people’s lifestyles. NDB endeavours to position itself as a lifestyle brand that is with the people.

Q: How should organisations look at brand investments to accelerate business recovery against the changing dynamics of today’s business environment?

A: Sri Lanka has experienced its share of economic challenges. Crises give rise to temporary changes and have long-term repercussions. While people were moving away from traditional analogue methods of consumption for instance, the COVID-19 pandemic hastened the integration of digital solutions into everyday activities.

A systematic understanding of the ever-changing dynamics of the business environment will help determine the avenues a brand must invest in.

NDB has continued to diversify its investments to serve the economy and businesses best. One such initiative is the ‘Jayagamu Sri Lanka’ project, which provides value added services to local innovators and exporters to facilitate business operations. We also sponsor several local and national level sporting events, which aid in empowering communities and youth.

Additionally, NDB advocates the participation of women in the contemporary economy, encouraging and facilitating their admission through numerous initiatives such as the ‘Vanithabhimana’ programme, workshops and awareness projects under the ‘Banking on Women’ platform.

Q: How has social media had an impact on building your brand?

A: It’s important that customers are onboarded at the onset through digital financial services offered at NDB. Additionally, it is imperative to penetrate the youth market. Therefore, a multipronged digital strategy must be implemented to develop and strengthen audience relationships.

Accordingly, the bank has prioritised platform driven content to increase engagement and focus on influencer marketing to drive relevance to digital products. The ability to remain relevant and communicate in real time has also strengthened the relationship NDB has with existing and potential customers. The use of social media works to humanise the brand by allowing customers to voice their opinions and receive immediate feedback.

Furthermore, social media offers the option to provide a call to action, ensuring prompt action on consumer requests. This two-way communication not only increases engagement with NDB’s social media platforms but also acts as a connection between the brand and its audience.

Additionally, the bank carries out data driven marketing where targets for ad campaigns are based on data analytics. Moreover, campaigns are run on funnel-based lead generation to significantly improve conversions.

Telephone 2448888 | Email contact@ndbbank.com | Website www.ndbbank.com