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From Adjudicator to Ombudsman

October 2004

Earlier this year, the name of Banking Adjudicator was officially changed to the Ombudsman for Banking Services (OBS), as market research conducted indicated that consumers were more aware and familiar with the term Ombudsman than Adjudicator.

“A survey conducted by independent market research company Markinor,” says OBS Advocate Neville Melville, “has revealed that the new name has rapidly gained acceptance amongst consumers in metropolitan areas throughout South Africa.”
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 only 11% recognised the Banking Adjudicator.

“This is encouraging,” says Melville, “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. 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 believe we can make an important contribution towards enhancing trust and confidence in the banking industry amongst those presently excluded from it."

In an attempt to improve awareness levels, a competition was run during the month of September at kiosks, at which consumers voted for the bank they think best handles complaints. The winning entrant will receive R5 000 in cash at the Annual OBS awards function to be held later this month.