An Insight from Sheikh Omaru Jalloh, Head of Brand, Communications, and Marketing
In the evolving banking landscape of Sierra Leone, Ecobank Sierra Leone has distinguished itself under the leadership of Managing Director Sebastian Ashong‑Katai through a determined focus on customer‑centricity. According to Sheikh Omaru Jalloh, Head of Brand, Communications, and Marketing, the bank’s strategy under Ashong‑Katai reveals how putting the customer at the heart of every decision can transform both trust and access across all market segments
In today’s highly competitive banking environment, one of the strongest differentiators for success is a relentless focus on customer experience. At Ecobank Sierra Leone Limited, this principle is embodied in the leadership of the Managing Director, Sebastian Ashong-Katai.
Since assuming office, Sebastian Ashong-Katai has consistently demonstrated that customer centricity is more than a corporate slogan—it is a culture that must be lived and felt. His leadership style is built on engagement, accessibility, and responsiveness, ensuring that Ecobank Sierra Leone stands out as a financial institution that truly listens to its clients.
Championing Customer Engagement
Sebastian Ashong-Katai has set a new standard by personally visiting customers at their business premises. These visits go beyond courtesy; they are opportunities to understand, first-hand, the day-to-day challenges faced by customers and to craft tailored solutions. By engaging directly with clients in their environments, he bridges the gap between the bank and the business community, reinforcing trust and building long-term relationships.
Amplifying Customer Voices
Recognizing the importance of dialogue, Sebastian Ashong-Katai has also extended Ecobank’s customer engagement platforms to mass media. Through radio and television programs, he has created open conversations about customer service delivery, financial inclusion, and the bank’s evolving digital offerings. These media engagements not only provide education but also offer a forum where customers’ concerns are acknowledged and addressed transparently.
Resolving Pain-Points with Agility
At the heart of his approach is an unwavering commitment to solving customer pain points. Whether it is through simplifying processes, enhancing digital banking services, or strengthening in-branch support, Sebastian Ashong-Katai ensures that issues raised by customers are not only heard but resolved promptly. This proactive method has earned Ecobank Sierra Leone a reputation as a responsive and customer-friendly bank.
A Culture of Service Excellence
Under his stewardship, Ecobank Sierra Leone has embedded a service-driven culture across all levels of staff. His mantra is simple but powerful: the customer is at the center of everything we do. This philosophy is evident in the way teams are trained, motivated, and empowered to go above and beyond in service delivery.
Product Innovation Aligned with Real Needs
The bank’s product portfolio reflects feedback from customers. For example, the Ecobank Life Care Accident Insurance (in partnership with Activa) was designed to be accessible, affordable, and responsive to what customers expressed as urgent priorities—safety, financial protection, and peace of mind.
Culture of Recognition and Trust
Campaigns like Kapu Gentri—which reward loyal customers and agents—demonstrate that Ecobank does more than promote transactions; it builds relationships. Recognizing savings behaviour, long standing trust, and community‑based banking agents strengthens customer loyalty and reinforces that every customer matters. Sheikh Omaru Jalloh has pointed out that through Kapu Gentri, “every deposit matters.
Partnership and Access Channels
To deepen customer reach, Ecobank has partnered with fintech’s, telecommunication firms, and international bodies. These collaborations broaden access and ensure banking bridges geographic, technological, and economic barriers. Additionally, agent (or Express Point / Xpress Point) networks play a critical role in servicing remote locations.
The Legacy of Leadership
Sebastian Ashong-Katai’s leadership reflects the vision of Ecobank as a Pan-African bank that is closer to the people it serves. His embodiment of customer centricity ensures that Ecobank Sierra Leone does not merely provide banking services but acts as a true financial partner to individuals, businesses, and communities.
Through his example, Sebastian Ashong-Katai is not just leading a bank—he is shaping a customer-first banking culture in Sierra Leone, where every client’s voice matters, and every concern finds a solution. “By combining our infrastructure with fintech technology, we’ve expanded our reach to communities previously untouched by formal banking.” — Sebastian Ashong‑Katai.
From Sheikh Omaru Jalloh: “Every deposit matters.” (in reference to Kapu Gentri)
