10 September 2004 - Sandton Chronicle

It seems that the effort entailed in changing the name of the Banking Adjudicator's office to the Ombudsman for banking Services (OBS), in February 2004, is paying dividends.

The name change was brought about when market research indicated that more consumers were aware of the term Ombudsman than were aware of the term Adjudicator. This fact hampered the office's efforts at increasing public awareness of it's existence and role.

In the face-to-face survey consumers were asked if they had heard of either The Banking Adjudicator or the Ombudsman for Banking Services. Results concluded that 18% of the people surveyed recognised the Ombudsman for Banking Services and a mere 11% recognised The Banking Adjudicator.

This is encouraging for the organisation as a combined unduplicated mention of either term reveals a 22% total awareness. What is of concern is that awareness levels were indicative of income levels. As income increases it was found that awareness levels of the OBS improved. Community marketing officer Bruce Manuel, appointed as part of the OBS's drive to increase awareness of its existence, says, "This is a clear indication to banks and ourselves that we both need to be a lot more proactive in the lower and middle income bracket, especially in light of the extension of affordable banking to the unbanked population of South Africa. We (the OBS) believe we can make an important contribution towards enhancing trust and confidence in the banking industry amongst those presently excluded from it." Advocate Melville earlier this year stressed the need for banks to improve on the promotion of awareness of the Ombudsman for Banking Services to their respective clients. Melville was gratified to note the visibly stepped up efforts of the banks in creating awareness of the office since then. he said, "We would like this organisation to be seen to add value to the banks' service delivery channels. Our vision statement clearly indicates that the OBS will be known by all banks and their customers for its impartial and well-reasoned resolutions of all complaints within four months."

To improve awareness levels, the OBS will be embarking on a Shopping Mall Road Show beginning in early September 2004. Qualified staff will be available at kiosks at major shopping centres in several provinces to listen to consumers' banking related concerns.

A competition will be run through the kiosks at which consumers will be able to vote for the bank they think handles complaints the best. The winning entrant, who will receive R5000 in cash, will be announced at the OBS's Annual Awards function in October.