Do Better Together: A culture journey
Omni Transformation: Launching a digital solutions future
African Bank was transitioning from a strictly loans to a transactional retail bank, with full Omni-channel capability. This required an incredible shift of perspective; a diversification of product offering, reinvention of service and the honest buy-in of an entire team of staff, sales people and consultants.
How do you gear almost 4000 humans, in under 12 months, with the skill, ability and passion to make the digital dream a reality? You get shift done.
TPA launched an integrated change management process that took 3920 African Bankers on a head (intellectual) and heart (emotional) change journey. We connected people to strategy and instilled a dream of a digital future. African Bankers were positioned to confidently participate in the expansion of their organisation and deliver on incredible ambition.
In 365 days, we took African Bank from a loan-based culture to a world-class Omni-channel transactional culture. We quantified an engagement score of 58%; an unbelievable 10% jump!
Because we believe that leadership matters disproportionately TPA launched six LeaderSHIFT sessions over the course of the project. We built leadership capability and cascaded awareness, desire, engagement and action, via ongoing, face-to-face Snac-chat sessions. In-branch coaching and training led up to go-live, as African Bankers became the first users of their new product, MyWORLD — a revolutionary transactional account. To celebrate the journey and the people, we held Rocktober Day, an explosion of culture that saw CEO Basani Malulekejika on stage.
An army of optimistic champions were activated at a critical point in AB’s history, exceeding customer and market expectations with the successful launch of MyWORLD in early 2019.
African Bank was launching new systems, products and technologies. Furthermore, they committed to an Omni-channel user experience within a year. Risky business with great potential for cultural tension. Question: What would happen if people didn’t buy into the change? Performance crisis. Would online tutorials and an office party cut it? No. We needed to drive deep understanding, adoption and ambassadorship of a new African Bank reality.
By opening MyWORLD accounts, African Bankers experienced the product first-hand and offered critical, honest feedback. African Bankers were encouraged to contact their own centres for support, so that interactions could be guided and supervised by learning partners. Daily wash-ups enabled responsive development of tools for learning support.
An immersive communications campaign thread through the project. Films, posters and activations encouraged the rich and expressive team of African Bankers to interact, share, #TipTheTarget and … dance!
Danceable. Revealing the enormous potential of prioritising the context and culture in which your people — and your business — thrive.
Of a 3920 strong group, 3430 individuals opened accounts and 3342 continue to transact. Of the 82% reached, 92% became ambassadors for the product, declaring they would recommend it to friends and family. The engagement is an example of an organisation showing exceptional dedication to the realisation of a purpose.
Active African Banker owned MyWORLD accounts
Debit cards ordered
Percentage of African Bankers recommend MyWORLD
Percentage of African Bankers satisfied with the change management journey
Percentage of engagement levels, up by 10% in the 12-month period