By Princewill  Ekwujuru

Undoubtedly, innovation is playing an increasingly important role in the Nigerian financial services sector.

One key area is the creation of ICT products and marketing proposition strategies tailored towards the Nigerian and African markets, which are crucial to the sector’s growth.

This presently resonates with the First bank brand, after introducing a refreshed corporate identity, The bank is launching a new brand proposition: You First. Today, the bank has raised the bar by evolving a new proposition line.

‘You First’ encapsulates the idea that the bank puts its customers at the centre of its business, while endeavouring to provide customers with the best service always.

The new proposition signals the bank’s intention to achieve the ‘gold standard’ status in customer service at every conceivable touch point, where the ‘you’ in You First refers to ‘the Nigerian.’

Speaking, Ajunwa Eze, a customer, said: “with the new proposition the bank appears more committed to a lifelong partnership with its customers, by providing them with tools and resources they need to achieve success and build the life they want.”

The proposition expresses the bank’s consideration for its customers First, while placing them at the heart of their business, like Mr. Jude Ude, a marketing professional of Marketing Concept Nigeria puts it, “if a company says it considers its customers first in whatever its does, the company is not kidding, and cannot make empty promises because it reputation is at stake – that means everything it does is done with the customer’s needs, goals and dreams in mind.

The bank has continued to propose that it is committed to customers success: “we ensure that we understand your vision and your challenges, so we can provide solutions that are not just innovative, but relevant and effective. We are driven by your satisfaction; we strive to surpass expectations, delivering the ‘gold standard’ experience to you at all touch points.”

For many couples, home ownership seems a distant dream, which is why the bank understands the power embedded in partnership, thus offering joint mortgage product that allows couples to combine resources to buy property, offers LPO Financing, which allows small businesses to execute jobs, thereby enabling them to grow their business.

The bank’s Corporate Social Responsibility, CSR efforts in Health and Education supports the development and progress of vulnerable Nigerians, creating opportunities for them to succeed.