Corporate digital communication july 2020 CIM ASSIGNMENTS

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CIM Membership Number: 40069659
Module Title: Corporate Digital Communication (2305)
Qualification: CIM Level 7 Postgraduate Diploma in Professional Marketing
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Corporate Digital Communication (2305) ID-40069659 July 2020
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Table of content Page Numbers
TASK 01 REPORT 06
1 (a) Organization Summery 07
1 (b) Evaluation of NTB Corporate Identity, Image and Reputation 08-09
1 (c) NTB Stakeholder analysis 10-11
TASK 02 REPORT 13
2 (a) Evaluation of NTB Strategy, Structure, System and Culture 14-15
2 (a) 1. Analysis of gaps between NTB`s Corporate image and identity 15-16
2 (b) Strategy of building NTB corporate personality 16-17
2 (b) 1. Initiatives to build NTB Corporate reputation and Brand equity 17
2 (b) 2. Impact to customer Loyalty 17
2 (c) Evaluation of two different approaches to monitor NTB`s brand equity 18
TASK 03 REPORT 20
3 (a) Environment trends which driving changes in NTB Stakeholders digital behavior 21-22
3 (b) Effectiveness of the available digital channels within the market 23
3 (b) 1. Evaluation of key technology developments in digital tools 24
3 (c) Proposed digital communication strategy for NTB 24-25
3 (c) 1. Outline of digital technologies to manage NTB corporate reputation 25-26
Annexures
Annexure 1: NTB strategy analysis 27-28
Annexure 2: NTB structure analysis 28-29
Annexure 3: NTB Culture Audit 29-30
Annexure 3: Corporate personality scale 30-31
Annexure 5: Reptrack system 31-32
Bibliography 33-35
Abbreviations and Acronyms
NTB Nations Trust Bank
CR Corporate Reputation
AI Artificial intelligence
API Application programming interface
RAROC Risk-adjusted return on capital
E/S/T English/Sinhala/Tamil

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BRIEF REPORT
To : Corporate Management Team
From : Head of Marketing
Date : 25th
June 2020
The purpose of this report is to evaluate the role of Nations Trust Bank`s corporate identity,
image and reputation which can impact customer loyalty. It includes the analysis of NTB`s
stakeholders and their influence to the NTB corporate reputation as well.

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1. (a) Organization Summary
Organization Name: Nations Trust Bank PLC
Type of the organization: Nations Trust Bank
falls under the public company category as it is
listed in Colombo Stock Exchange. Nations
Trust bank established in 1999 and it is one
bank that has a significant growth in short time
period.
Size of the organization:
NTB has diversified into many business lines.
This has given them access to many markets;
offering a unique customer experience and an
array of solutions to the Consumer, Corporate
and SME sectors
2019 2018
Total Operating income(Rs.Bn) 25.03 21.02
Profits before Tax (Rs.Bn) 5.75 5.82
profits After Tax (Rs.Bn) 3.71 3.76
Divided per share (Rs) 2.16 2.10
Total Asset Value (Rs.Bn) 325.4 323.1
Employees 3151 2785
No.of Branches 97 92
Table 1 Source – NTB Annual Report 2018/2019
Range of products and services:
The main products of NTB are deposits of
customers, loans and advances given to the
customers. There are five key services of NTB,
fall such as Consumer banking, SME,
Corporate, leasing and Treasury. NTB focuses
on Digital delivery of all service segments
through innovation
Key Customer Segment
Mas affluent segment who
are keen on progressing their
career and who earned above
LKR 75,000 per moth
Affluent customers who have
above LKR 10 Mn worth of
deposits with the bank.
Customer Base: Nations Trust Bank has both
Retail and (B2C) and Corporate (B2B)
customers in their portfolio. Retail customers
are attended through the branch network
extended island wide and corporate customers
are served through corporate account
managers specially assigned for each client.
Main Competitors: NTB faces high competition
from the leading players in the banking
industry in the country.
Figure2 Source: LMD Brand Annual 2019
Key Stake Holders
Internal Connected External
Internal
Stakeholders
External
Stakeholders
Government
Directors/
Share
Holders
Advertising
Agencies
Media
Corporate &
Senior
Management
Suppliers/
Service
Providers/
Merchants
Public
Employees Customers
Table 2 Source: Annual Report 2018/2019
Table 3 source: annual report 2018/2019
Figure 1: Service Mix (Corporate Webiste)

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Theme chosen & rationale for choice
Customer Loyalty: Nations Trust Bank is in the banking industry approximately for 20 years but other
competitors banks have been in business for more than 40 years. However NTB showcases a
progressive expansion as less experienced bank providing an exceptional customer service
throughout. But bank`s approach to customer loyalty needs to be improved in order to increase the
market share in the future to earn more profits
1. (b) Critically evaluate the role of your chosen organization`s corporate reputation, identity &
image to support the achievement of the objectives.
Introduction
Corporate reputation, identity and image are very important as it can influence the organization in
many ways. This evaluation is aimed at covering the role of these segments to improve the customer
loyalty at Nations Trust Bank. Relationship between corporate reputation, corporate identity and
corporate image is illustrated in the below model (Fombrun.1996).
Figure 3 Source : (Fombrun.1996)
Factor Critical Evaluation Impact to customer loyalty
Corporate Identity
(Wally Olins, 1989) says
organization brand or identity
conveys target audience to
differentiate them self from
competitors.
Symbolism:
NTB has a blue and pink symbol and “Nations
Trust Bank” wording and the Simplicity Mark in
a fixed relationship. The bank`s colour codes
are unique and easy to differentiate among all
other competitor but the logo (Simplicity Mark)
cannot resemble the meaning of its own unlike
other competitor logos even though it means
the bank can touch the lives of its customers in
a genuine and meaningful manner successfully
The pink and blue is well
recognized by all the key
stakeholders and lead to positive
corporate reputation and drive
customer loyalty. But the NTB
mark does not stand as a strong
element of the identity because
the customers do not recognize
what it exactly means and will
impact loyalty.
Communication:
There are the various platforms that NTB uses
to communicate its identity to build their
corporate reputation. NTB strategically uses
the following
Management Communication:
This is where BoD`s and corporate
management will make official announcements
and speeches to the stake holders.
Marketing communication:
In this category of communication will be
targeted to upon the customers online and
offline. But main medium of communication is
on digital platforms. NTB has extremely lower
presents in ATL & BTL communications and had
completely stopped communicating in all
electronic media. NTB also does not
NTB communication method
needs to be integrated to all
platforms and mediums to get the
optimum results in order to
enhance the reputation and
improve customer loyalty.
However NTB is successful in
communicating to their customers
who are active in digital platforms.
And also they do have good loyal
customer base in that regard.
Corporate Identity
 Symbolism
 Communication
 Behavior
Corporate Image
Image held by internal
and external
shareholders
Corporate Reputation
 Credibility
 Trustworthiness
 Reliability
 Responsibility

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communicate in Sinhala and Tamil languages
and majority of the communication is in
English.
Behavior:
These are the actions that are done taken NTB
in order to communicate their corporate
identity
Nations Trust behavior is
predominantly communicating the
importance of revolutionary
banking. And has penetrated
market for the first time with new
digital game changing products
Therefore they are recognized as a
leader in digital transformation in
the industry which had made they
to improve their customer loyalty.
Corporate Image
Hatch & Schultz, 1997, p.
359) says organization’s
image “is a holistic and
vivid impression held by
an individual or a
particular group towards
an organization and is a
result of sense-making by
the group and
communication by the
organization”
NTB is pursued by all their stakeholders as a
digital savvy bank. And also very well known
for friendly culture with representation of
younger workforce. But sometimes NTB also
could be identified as a less approachable bank
to the certain customer segments due to their
communication downfalls.
Having a favorable image has
provided many results to NTB such
as they maintain a 92% of
customer satisfaction rate and led
to have 0.61% of customer
complain rate. Also made to
achieve the 29% growth in Omni
channel users for 2019. These are
clearly sins of customer loyalty.
Corporate Reputation
According to (Van Riel &
Fombrun, 2007) reputation is
stakeholders overall evaluation of
the organization. He explained
reputation drive with
organization ability to fulfill
stakeholders’ requirements.
Those from buying products,
working with company or
investing with company.
Credibility
NTB has proved better performance level by
recording profit after tax of LKR 3.71 billion
and outstanding growth of 7% last year. On the
other hand Nations Trust Bank ranked 14th
place in Top 30 corporate in Sri Lanka for year
18/19 in the Business Today magazine by
making it the youngest company to be included
in the list with 20 years of experience.
NTB satisfactory financial position
and their reward and recognition
will definitely contribute to
enhance customer trust and leads
for loyalty gradually.
Trustworthiness:
NTB is maintaining a high level of engagement
through various activities with their employees
and also a systematic process is being placed to
identify employees with critical skills and
groom them to become leaders within the
bank. But however NTB 83% of employee
turnover ratio which is quite high compared to
their competitors.
NTB employee`s motivational
levels can impact on the quality of
service delivery. Because current
staff will help creating positive
perception towards NTB which can
enhance customer loyalty.
Reliability:
NTB is seen as the leader in innovative banking
and which had made customers to use more
digital channels of the bank and It accounted
for 72% of total transactions performed in
2019, among the highest in the industry. But
however NTB do not have a proper rewarding
system to the existing customer base
compared to major competitor loyalty
programmes in the banking industry.
NTB needs to cater to the
customers’ requirements in all
potential possibilities in order to
be more reliable in the customer`s
mind set which can attributes in
building NTB customer loyalty.
Responsibility:
The bank has invested in LKR 29m on CSR
activities in 2019 focusing on bio diversity and
strengthening the digital literacy among school
student in rural areas.
Corporate image will be impacted
through this element which will
contribute to increase NTB brand
awareness within their customers
and improve loyalty.

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1. (c) Critically evaluate the stakeholder analysis the ways which in your stakeholder could
influence the organization corporate reputation.
Stakeholder Analysis of NTB
Shareholder can be described or evaluated on the level of power and interest they hold in the
organization. This can be further analyzed from the Power & Interest Model (Mendelow, 1991)
below:
Figure: 4
The following chart is an overview and analysis of the stakeholders of NTB, the stakeholders in
Figure 4 are analyzed in depth and the most of the information has been gathered through the NTB
annual report 2018/2019.
Stakeholders Need Critical evaluation and influence to CR
(+/-)
Perception
Shareholders To be have a satisfactory return on
their investment. Be informed
about the financial performance
and any other major update
A good relationship with investors
enhances credibility and positivity towards
NTB. This also contributes in raising future
funds.
Positive
Employees
BOD They require action to be
supported out of the decisions
that were taken during the board
meetings.
It will direct the organization towards the
intended path and which can enhance
corporate reputation when the new
strategies are implemented for growth.
Positive
Managers To ensure the employees are
directed to the correct plans and
the executions of the plans are in
order to the timelines.
With good guidance NTB` employees could
show their increased productivity which is
one of the components of having a well-
motivated workforce.
Neutral
Executives To have a good working
environment, be a part of decision
making, innovation and derive
with new ideas. This is not
happening at NTB as the decisions
are taken from the top due to tall
structure and the leadership is
more of an autocratic style.
Engaging employees In various activities
will support employees to have a well work
life balance. It also motivates employees to
work towards achieving the organization
goals which is absolutely important. NTB
has the highest employee turnover ratio
83% in the banking industry. This had been
the reason that NTB was not nominated for
the “Best Place to Work” award which is
given to top corporate’s in Sri Lanka.
Therefore this has impacted NTB
reputation immensely.
Negative
Shareholders/Investors
Customers
Service Providers
Government
Employees
Public
Media
Advertising agencies
Merchants
Minimal Effort Keep Informed
Keep Satisfied Key Players
INTEREST
POWER
L
L
H
H

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Customers Require high level of service
standards, can directly impact on
products and service changes and
need value for money with
expectation of better choice of
banking products. Always require
enormous.
The voice of the customers’ impact image
and reputation of NTB. Therefore customer
communication is key component in order
increase the brand engagement. Also
providing the financial product with higher
benefits will increase reputation and
revenue.
Neutral
Public Require ethical business practices
and more social responsible
activities.
It is important to maintain a good image
with public that helps to reduce the
damage could occur during a crisis
situation. NTB Invested LKR 29 Mn on CSR
activities in 2019, NTB`s partnership with
eight leading environmental organizations
led to educate people over 6,390 on bio-
diversity lead to obtain more coverage on
media and impact the reputation positively.
Positive
Conclusion
NTB`s corporate reputation, identity and image has influenced in many forms to impact their
customer loyalty and also their stakeholders plays vital role to influence NTB corporate reputation
which can effect customer loyalty at the end.

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BRIEF REPORT
Date : 25th
June 2020
The purpose of this report is to evaluate the Nations Trust Bank`s strategy, structure, system
and culture and assessing the gaps between NTB image and identity. It includes outlining of
a strategy for developing the NTB`s reputation to build brand equity in order to improve
customer loyalty.

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2. (a) Critically evaluate the organization`s current corporate strategy, structure, systems and
culture in relation to its positioning and reputation, also assessing the current gaps between image
and identity. Recommend how gaps could be addressed to achieve the objectives
Introduction
Reputation, image or the identity not a just simple conclude, it requires planning framework
with strategies to build. Frombrun (1996) says corporate personality consists of culture,
strategy, structure and systems which would impact identity and image to build corporate
reputation.
NTB Corporate Positioning
Various positioning is under taken by companies, example: Apple who positions themselves as
‘innovators’. NTB positions “as the most innovative bank and leader in the digital transformation in
the industry’’ For the given situation, the Corporate Personality Model (Annexure 4) is used to
demonstrate the current positioning of NTB.
Figure: 5
The below chart gives a brief analysis of NTB strategy, structure, systems and culture with in
relation to NTB above positioning and reputation with support of annexures.
Element
Critical evaluation in relation to NTB positioning and
reputation and impact on Customer Loyalty
Evidence
Strategy
Melewar and Karaosmanoglu (2006) states that corporate personality
is a reflection of strategy as much as culture and is based on both
mission and values of an organization.. NTB `s main strategy is to be
perused as the most digitalized bank in Sri Lanka with innovative
product developments in order to gain competitive advantage.
Strategist Kenichi Ohmae, 1983) argued a business is all about the
competitive advantage). Therefore NTB strategy encourages customers
to use their products more and more, ultimately enhance the customer
loyalty and improve their reputation to achieve organization goals.
Refer Annexure 1: for
strategy analysis with Porters
generic strategies and Ansoff
matrix
Structure
It ways in which an organization divides labor into distinct tasks and
then achieves co-ordination among them. (Mintzberg, 1983) NTB has a
Tall structure, analysis of its fundamentals are: specialization is
Refer Annexure 2 : structure
analysis with Huczyinski &
Buchanan model.
0
1
2
3
4
Agreeable
Enterprise
Competence
Chic
Ruthlessness
Machismo
Informality

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A: Actual C: Communicated I: Ideal D: Desired
2 (a) 1. Analysis of gaps between NTB `s corporate image & Identity for NTB
The ACID test is evaluated below based on several measures covered in the Acid Test of
corporate identity management (Balmer, 1999) to identify the gaps between corporate image
and identity of NTB.
Revealing identities
A
The employees and management has a low set of values which are interpreted to the corporate image in a
negative manner, tall structure and not being able included in top 50 great places to work corporates in Sri
Lanka and etc. Incompetent customer communication results a bad image from the customers end. But
customers remain with NTB due to the advanced product offering and NTB are seen as a leader in digital
transformation in the industry.
C
Stakeholders of NTB have mixed opinions. Shareholders/employees/ customers and public share positive and
negative opinions respectively. Positives compensate the negatives because of NTB revolutionary banking
offerings .But NTB fails to communicate for a perfect corporate image due to its underutilization marketing
communication channels as identified in task1 and on sales orientation aspect NTB advertising strategies are not
impactful at all.
I
NTB ideal identityis a commonground betweenquality,benefits andinnovation. Withother competitorsproviding
range of products offerings to individuals and corporates, NTB needs to look at product variety for each customer
segment for a better image. Innovation can be further improved to meet international standards as NTB is the
local leader for innovative banking. Service quality also needs improvement for customer loyalty.
D
NTB desired to be the undeniable the superior in the industry with regard to digital transformation with long
term approach to their business. Customers prefer an identity which is acknowledged for its best service and
higher benefits.
2 (a) 2. The above AC2ID test was used to audit and the gaps identified from it is presented below
with a relevant recommendation:
moderate and hierarchy is low. Grouping is on fairly average level.
However these elements control the relationship ethics of employees
horizontally and vertically with management and other divisions also
create communication gaps between internal stakeholders which can
affect the customer service and loyalty.
Systems
NTB has high level of systems usage and there are interlinked. Ex: SAP
implemented for finance and CAPEX is raised with bandwidths for
approval. NTB frequently investing on their systems which they invested
567 Mn on upgrading their digital infrastructure in 2019. Since NTB has
correct systems in place, it benefits the customer convenience and will
improve loyalty.
Refer Annexure 3: cultural
web and Annexure 4 :
personality scaling model.
Culture
Culture is based on the traditions, values, policies, beliefs and attitudes
that constitute a pervasive context for everything we do and think in an
organization (Mullins, 1999) and basically ‘the way we do things around
here’ (Schein, 1985). NTB has a moderate rated culture with good
approach in rituals and routines which accomplish stakeholders’
expectations and drive customer loyalty.
Refer Annexure 3 cultural web
Gaps between image and
identity
Structural Gap.
Description
NTB has a tall structure which develops communication gaps between management and
middle and ground level staff. It reduces efficiency of work and limited innovative thinking.
Recommendations on
overcoming the gap
NTB has introduced Skip level meeting where Employees to get the opportunity have an
informal discussion with their head of the division. This enables middle and ground level

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2.(b) Recommend an outline strategy for developing corporate reputation to build brand equity
for the organization`s corporate brand, to achieve the objectives, including the role of employees
within the strategy.
Strategy of building corporate personality
Corporate Personality is the way how an organization runs its business, the display it puts to
markets it operates and the stakeholder expected standards. (Fill, 2002). On the other hand Chris Fill
(1997) says that corporate personality consists of two diverse factors, culture at the firm and its
strategic persistence which comprises corporate strategy, structure and systems to force the
organization towards its identity enrichment. A strong and clear brand personality would reflect on
a favorable perception about the brand amongst the target audience (Banerjee, 2015).
achievement of improving
customer loyalty.
staff to interact with the top management and discuss their issues. Management also
could provide favorable solutions at the same time. These will lead to employee
satisfaction and better customer service which can enhance loyalty.
NTB`s new Lean Yellow Belt Project where employees could submit their ideas in order to
streamline the current processes and systems in the bank. Submitted proposal will be
evaluated by top management and will be given financial prizes to the selected projects
with implementation approval. This encourages other employee innovative thinking and
satisfaction which can lead to customer loyalty in the long term.
Monitor and evaluate
Polls, questionnaires and satisfaction emoji’s these can be used to find an employee
satisfaction. Also tools like survey monkey, yammer, slack can be used to measure.
Frequency Quarterly
Gaps between image and
identity
Communicational Gap
Description
External communication is far behind what is expected from an innovative bank like NTB.
Underutilization of channels and badly managed content are the reasons for this gap. And
also Lack of customer communication leads to a misleading identity. Also NTB fails to
communicate its true self (CSR, Innovativeness etc.) Third parties such as press and
influencers don’t influence the identity due to brand disengagement. .
Recommendations on
overcoming the gap
achievement of improving
customer loyalty.
Implementing the 360 integrated marketing communication plans in E/S/T. Campaigns can
be analyzed and right focus should be given to most effective marketing platforms in order
to reach to a larger audience which will improve customer interaction with the bank and
enhance customer loyalty. And also NTB has recently introduced new platforms in order to
communicate their CSR activities to whole community, such as they obtain Print and
Electronic Media coverage on activities (Mainly to publish at News Section). They go live
coverage on FB and instagram at the locations which improve customer`s credibility
towards the bank and wanting to interact with NTB more often and be loyal.
Monitor and evaluate
Surveys on focused groups can be done in order to generate subjective information about
NTB marketing and corporate communication whether or not the messages motivated
customers to buy or if the communications affected their perception of NTB and their
products
Frequency Semi-Annually

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The following chart is the NTB corporate personality evaluation (Annexure 4) using brand audit.
Brand
Equity
Factors
Elements Review
Identity
Salience
NTB as an organization possesses a strong brand salience since it is a young and
innovative Sri Lankan bank which is at the forefront of the industry’s journey of digital
transformation and now seen the leader among the industry.
Meaning
Performance
As a young bank NTB has provided premium service and innovative products, but very
narrow product coverage to all customer segments. Therefore, the lacks of customers
repeat purchases and affect loyalty.
Imagery
Customers perceive NTB to be an innovative brand that has the most up to date digital
service offerings and the also as a bank which caters to the Mass affluent segment in the
country.
Response
Judgment
NTB service quality in the industry is premium and they are judged as a very digitally
savvy and innovative bank with better brand value compared to competitors. But NTB
has seen a significant drop in how much customers trust them due to average level of
activities in CSR and effective customer communication.
Feeling
NTB brand name is considered to be sophisticated and innovative because of its fast-
paced digital capability. NTB strongly communicate on all digital platforms to connect
with the customers. But very low focuses on macro communication in order to reach all
their existing and potential customer segments of the bank. This encourages loyalty
Relationship
Resonance
Limited currently and customer dissatisfaction when it comes to attending to their
banking needs though branch network due high employee turnover. but customers
continue to stick with the bank because of the innovative offerings. Sentimental
attachment and active engagement with the brand can be seen within the “Private
Banking and Inner Circle” customer segments due to relationship banking.
2 (c) 1. Initiatives to build corporate reputation and brand equity using the above Strategy
 NTB should introduce new products variety with competitive benefits and fair pricing to all
individuals and corporate customer segments other than digital services upgrades.
 Implementing an ideal 360 macro marketing communication strategy in all three languages,
since they only communicate on all digital platforms to connect with the customers
 Streamline the customer relationship process in branches in order to improve customer
satisfaction and loyalty. NTB has a higher employee turnover ratio due to younger
workforce, who changes their jobs more often: therefore employee retention can be
improved with engagement through various activities and also good internal hire strategy
with vacancies to be filled by existing employees. Then it will ultimately enhance the
customer service strategy.
2 (c) 2. Impact on customer loyalty.
NTB wants to be the most digitalized bank in sri lanka. Therefore NTB market position is at good
level compared to their competitors when it comes to innovative banking and NTB has a 25% of its
customers are in Private banking and inner circle. This is a clear mark of loyalty due to its innovative
positioning. However, when you’re on top you tend to not focus on growing further as indicated in
the personality audit. In this scenario if NTB do not take actions on the above initiatives other
competitors can simply reposition themself as NTB and which can cause an imminent threat to NTB
to lose customers.

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(c) Critically evaluate the two different approaches to monitor and measuring the brand equity.
Approach Reptrak
Critical Evaluation
to monitor and
measure brand
equity
Refer Annexure 5, the fundamental of the model begins with Leadership where NTB overall
leadership should to be improved in order to minimize the hierarchy. However their products
and services are up to the expected quality and moderately provide good returns. NTB is
always known as an innovative bank among the industry due to their dynamic behavior and
introduction of game changing banking solutions to enhance customer experience which
enhance their brand equity. NTB is well known for having a younger workforce and provide
average level of rewards and recognition to employees while maintaining the gender equality.
They moderately conduct the CSR activities, mainly forcing on environment and education, but
however CSR activities should reach island wide coverage to enhance corporate reputation.
NTB delivered a top line growth of 7% and PAT of 3.71 billion in 2019 but continuous growth
would be difficult due effect of the external factors such as government new tax scheme and
loans rates etc.. They also adhere to the rules and regulations of Central Bank of Sri Lanka and
ensure that the public is not affected with their actions.
Impact customer
loyalty
Directly evaluate corporate reputation, which define stakeholders’ marks on the company.
But cannot directly use for reputation improvement, However Elements outcome candirectly
express the standards ofreputation and brand equity and also provide indication to identify
which attributes should be improved to build customer trust in order to improve customer
loyalty.
Approach Evaluation of Brand Asset Valuator
Dimension Variable Description
Impact
to CR
Brand
Strength
Differentiation
NTB clearly made a differentiation in the market by catering to
the mass affluent customer segment in the country where as
most of other competitors are serving to the mass customer
base. And also they have introduced the Sri Lanka`s first
independent digital banking experience, FriMi in to the market.
+
Relevance Under this segment NTB has unsuccessful to address the real
requirements by the customers, the reason being that they
record the customer complaints and try to resolve them as much
as possible but there is no mechanism of recording the customer
feedback to enhance the product features and the service
element.
-
Brand Stature
Esteem NTB is being always positioned as the leader of innovative
banking and digital transformation. And also NTB was the
youngest organization to be included in the business today
magazine Top 30 corporates in Sri Lanka.
+
Knowledge
NTB builds a significant mission to communicate the message of
convenience, service, digital empowerment of the bank in order
to portrait what the stands. But NTB does not have an emotional
tagline which good trigger the consumer’s mid quickly.
-
Impact
customer
loyalty
Using the Brand Asset Valuator can give an indication of a NTB brand’s market position. NTB can
create their brand policy by analyzing the environment and implementing an appropriate strategy
to enhance their equity; The stronger the NTB brand, the more familiar it will be among their
potential customers and the more appreciation it will evoke. This impact consumer to become
loyal to a NTB brand, as a result of which they will obtain repeat services. They’ll have a positive
impression of the NTB brand and experience with it, and they will likely share these with others.
Conclusion
By evaluating the above approaches support NTB to identify where they stand and
what need to be done to enhance their brand equity and also support to improve
the corporate reputation and customer loyalty.

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WORD COUNT: 1636

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BRIEF REPORT
Date : 25th
June 2020
The purpose of this report is to measure the changes in NTB stakeholder’s digital behavior
and effectiveness of the available digital channels in the market. This also includes a digital
communication strategy for NTB by evaluating the different digital monitoring and
measurement tools to measure NTB corporate reputation and improve customer loyalty.

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3.(a) Evaluate the environment trends which are driving changes in stakeholder`s digital behavior
and justify appropriate strategies for digital communication to support the organization`s
objectives.
The importance of digital communication to engage with key stakeholders.
Uprising digital technology has established modern methodologies to transfer data and share
conversations between users. Digital communication is speedy, flexible, instant, convenient and well
organized. Hence engaging in active digital platforms is beneficial to any organization to attract,
communicate and involve stakeholders has become fundamental in the current digital era
(communication.binus.ac, 2017).
Key
Stakeholder
Evaluation of trends impacting
behavior
Rick/Opportunity Justify of strategies for digital
communication to improve
customer loyalty.
Customers  Preferences for self-service
channels and digital banking
service facilities beyond
traditional banking products
since they are more
accessible and convenient.
This is due to not wanting to
walk to branches and waste
time
 Seek personalized service
packages for day to day
banking operations for
better experience.
 Shifts in media consumption
habits from offline to online
which can impact NTB
adversely and influence their
marketing communication
methods and also customers
can directly express what
they feel about NTB services
and products on digital
platforms.
Opportunity is increasing the
usage of the digital services
offered by the bank, which can
lead to more innovations, but
there will be a premium for
personalized banking facilities
 In built AI BOT and automate
service requests in the
website to provide instant
support to the customer and
enhance customer
satisfaction.
 Digital adverts informing
customers regarding mobile
banking application with
added features and API
Banking facility where
customers are informed and
use the facilities more often
which drive customer loyalty.
 Interactive feedback
platform via social media to
monitor NTB digital banking
facilities where customer get
the opportunity to express
what they feel about the
services and their feedback
can be recorded and will be
addressed to enhance
customer loyalty.
 Digital adverts on the
enhanced NTB loyalty
programs that would also
be used for monitoring
purpose.
 “Smarter Saving, Better
Tomorrow” competition to
create viral engagement
with the customers
encouraging suggesting
savings tips the NTB
community via social media
and mobile app.

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Employees Changes in requirements for
workplace digital behavior, It
varies from NTB HR and core
business applications to e-mail,
instant messaging, enterprise
social media tools and virtual
meeting tools. And also changing
online behavior when it comes to
interaction and feedback.
The best opportunity would be
employees work can be
completed effectively and time
saving when use of more digital
tools. But however there will
be a cost incurred of training
the new platforms to make it
user friendly for employees.
 Centralized internal website
promoting two way
communication allowing NTB
to track employee activities to
enhance employee
satisfaction which can drive
better customer service and
loyalty.
 Introducing “the Cloud”
computing facility which
involves access and storage of
information over the internet
instead of traditional local
storage (on computer’s hard
drive, therefore employees
end up using their own data
and devices daily which
enable to them to conduct
their daily operations much
faster and support the attend
to customer enquiries
effectively and drive customer
satisfaction.
 Social media page connecting
all employees to share their
life with NTB that would add
value to the NTB whole
Employee proposition
strategy.
Public Changes in media consumption
habits which enable communities
to create and share content about
NTB on digital platforms like
Facebook, Intagram and LinkedIn
etc. And also by participate in
social networking. This allows
them to share their views with
lager groups of people and
influence the NTB decision
making and product
developments.
The opportunity is where NTB
could increase their brand
awareness online, but it could
influence them adversely and
speared viral if there is any
crisis problem within the
organization.
 Video message from the CEO
with short summary of the
NTB corporate Social
responsibility (CSR) activities
to increase brand awareness
This will create positive
impact towards the public and
their customers to increase
credibility and drive customer
loyalty.
 Operational information of
NTB to be available in
corporate website and social
media platforms.
 Through partnership with
other social media influencers
would hence brand awareness
within the market and drive
customer loyalty

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3.(b) Critically appraise the effectiveness of available digital channels within the market and
evaluate the key technology developments in digital tools and could impact the organization
corporate reputation.
Channels Tools Key Audience Positives Limitations
Social
Media
Facebook
Instagram
Twitter
Youtube
Customers,
Community
Employees
 A wider audience allowing a
mass reaches.
 Easy customer engagement.
 More inbound traffic.
 High conversion rate.
 Improved search engine
ranking.
 Excellent channel to have chain
of reaction.
 Can have mixed content with
videos, images and written
contents.
 Cost effective unless paying for
adverts.
 Content should be limited
to draw attention
 Open to negative reviews
and dissatisfied
customers
Search
Engine
Optimization
Google Analytics
Google Keyword
Planner
Woorank
Competitors
Community
Customers
Increased traffic with top
position on the search engine
result pages with majority of
the impressions and clicks.
SEO provides tracking and
quantifiable results on online
and offline operations.
SEO simultaneously helps to
make your website more
navigable for users as well.
Can be utilized with all the
platforms to target the right
audience.
 Helps convert the visitors into
customers (Conversion rate).
 Long time to produce
the desired result.
 To be competitive in
the market will require
large investment.
 No full control or
assurance of positive
outcome.
 Requires continuous
development.
Communication
tools
WhatsApp
Messenger
direct
Others
Email
Shareholders
Customers,
Employees,
Merchants
 User friendly interface.
Availability for all with no cost.
 Vast users and provide
Personalized service.
 E-mail ; Segmentation
and personalization
based on the audience
 Flexibility in controlling the
content designing.
 Call to action
 Limited to personal
Messaging and
audience
 Lack of professionalism
in the language used
for prestigious Brands
 E-mail Might end up as
a spam mail- Limited
reach.
 Require highly skilled
designers and content
writers
Web/Apps
NTB Mobile banking
App
App
NTB.com
Nations E-box
Customers
Employees
Investors
 Allows attractive
interface and create
user experience.
 Helps attract potential
employees/ retain
customers and build
loyalty.
 Traffic can be
converted in to sales
 Difficult to reaching the
right audience.
 Requires constant
updates.
 Needs SEO supports to
be successful.

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3 (b) 1. Evaluation of key technology developments in digital tools and channels that can impact
corporate reputation
Impact of social networks on NTB reputation
An online social network can be defined as a platform that offers a space for communication and
interaction with digital sets of people with similar needs and interests (Ellison, Steinfield, &
Lampe, 2007). Online reviews have never been more powerful. Stats show that 97% of consumers
search online for reviews when considering a product or service. And 93% say that their decision is
directly impacted by online reviews (CDC lecture notes). In this scenario it is extremely important
that NTB pay that attention to their social networks and identify what their customers had said
about their products and services, because this could impact their reputation among the community
and their exciting customer will consider NTB to fulfill their other financial needs, if the reviews and
the reputation is in order, which can drive customer loyalty.
Impact of Artificial intelligence on NTB reputation
AI BOTs will be able to respond to most messages that NTB receive on their website saving time of
the customers with quick and easy response for the service requests. And it also prevent making
calls to contact centers in order to obtain information. This can generate happy customer. However,
imperfect AI algorithms and automations lead to unintended–and sometimes destroying
consequences. Training AI to learn the subtleties of human language, as well as the symbolism often
contained in imagery, is difficult. Sarcasm, slang and cultural nuances evolve constantly and can
be difficult for even the smartest humans to grasp. Therefore there can be situation that AI BOT is
unable to understand the customer request to repose and customers could feel annoyed and angry
and drive for bad reviews and harm the reputation as well.
3. (c) Recommend with justification, a digital communication strategy to protect and strength the
organization reputation and stakeholders relationships, outline two digital technologies which
could be used to monitor and measure the organization reputation.
Proposed digital communication strategy for NTB
Digital media constituted 64% of NTB overall media spend in 2019 (Source: NTB.com), therefore, a
strategic overview is critical to monitor its effectiveness in order to gain the highest benefits.
Figure 6 Framework to generate strategic recommendations (Source: Author’s work adapted from ‘Social
Media Strategy framework by Ross Dawson’)
Social Listening
Strategy
Brandwatch
&
Reputology
Prioritize
objectives
Define
Activities
Measure
and Refine

25 | P a g e
Strategy Social listening strategy
Prioritize Objectives 1. Main outcome expected from the strategy is to use consumer insights to create
more meaningful, personalized and relevant content for NTB audiences.
2. Consequently, driving higher customer enquiries across its online platforms and
building long-lasting relationships with customers around Sri Lanka which can drive
loyalty.
3. Understanding the customer needs and feedback in order to deliver product
requirements
Define Activities Active Listening
NTB needs to use the digital tools with real time results to monitor conversations and
brand perceptions at a local level.
Two-way communication
Customer service teams should be stationed to handle negative customer feedback
promptly, converting dissatisfied customers into loyal, brand advocates. This adds a
personal, human touch to NTB CR and improves loyalty.
Manage big data
Central analysis of social mentions, geo locations, demographics, digital channels and
customer reviews will help NTB discover valuable marketing insights whilst improving
their position to predict consumer/market trends. (Source: SentiOne) in order keep up
with the customer expectations.
Measure and Refine Scorecard
Improvements in NTB CR, digital communications and customer loyalty needs to be
tracked through internal targets for the following areas:
 Engagement (increase in positive customer reviews, reduction in customer
complaints, increase in social mentions)
 Reach (share of voice, impressions)
 Leads (increase traffic to NTB website from social network sources to drive sales)
Sharpen Agility
In an era of Innovative banking where Banking needs are developing at a speed, a bank
like NTB needs to create strategies to keep up with the market, developing internal
workarounds to move more quickly.
Geographic insights will highlight the level of agility needed to respond to customer
needs in different markets, defining the brands’ speed to market and enhancing NTB
business intelligence.
Impact of using the tools CRM and Marketing: The digital tools transform the way NTB deals with customer
feedback, creating more personal, intimate relationships. This gives rise to collaborative
co-creation (Chaffey, Smith, 2013) with more user generated content predominant
within NTB content strategy to enhance customer loyalty.
3 (c) 1. Outline of digital technologies to manage NTB corporate reputation.
There are uncountable of tools available to manage corporate reputation. NTB mainly focuses on
Facebook, Instagram and the NTB website as its main channels to manage its corporate reputation
and improve customer loyalty. Based on the earlier analysis of digital channels, the following tools
have been evaluated for its effectiveness on criteria derived from Digital Marketing Analytics
(Hemann & Burbary, n.d.)

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I) BrandWatch
BrandWatch is a social media monitoring software that will examine NTB data across social
networks, news reports, blogs, product review sites and 80 Million other sources. (Source:
brandwatch.com)
Key Features Effectiveness in managing CR
Customizable reports and
dashboards
Allows NTB to create dashboards with analyzed data, making it straightforward to
review the position of its CR over a period of time. It’s useful to visualize the
impacts on CR following a new product launch or marketing campaign. NTB can set
up multiple dashboards for different users, segregating the monitoring of different
customer segments by gender and geographical location. (Source: business.com)
Key words in English/Sinhala
and Tamil
NTB can manage the reputation of all their product brands under one tool,
assessing the status of its CR in around Sri Lanka.
Understands slang and emojis Generate useful insights regarding NTBs Millennial and Gen Z consumers, aiding
the managing the reputation among about NTB digital services where the targeted
customer is younger and more affluent with slang and emojis to express opinions
on social media.
Perspective to each sentiment Social media sentiments analyzed into positive, negative and neutral statuses,
aiding direct measurement of CR based on the volume of positive sentiments vs.
the negative. BW also allows NTB to compare their analysis against competitors, to
determine the competitive position of its CR. (Source: business.com)
2) Reputology
It is a multi-location review monitoring and management platform that integrates social listening
and customer engagement tools. (Source: reputology.com)
Key Features Effectiveness in managing CR
Monitoring channels where feedback is rich Gather the best customer insights by analyzing review sites, surveys, and
comments on NTB social media posts. Thus, all digital communications
involving the NTB CR are considered. (Source: FinancesOnline)
Automated reporting Studies show that 84% of consumers expect companies to respond to their
online posts within 24 hours. (Source: Spider Marketing survey, 2016)
Reputology sends 24/7 email alerts of new reviews to notify NTB
communications teams so that NTB can stay on top of all customer
feedback and prevent potential misinformation from damaging CR.
Semantic analysis NTB can discover the root causes of negative customer feedback that
threatens CR as the tool converts unstructured reviews & feedback into
actionable data, supporting deeper analysis of customer sentiments.
(Source: reputology.com)
Conclusion
This strategy is projected to expand the standard at which the corporate reputation is measured at
NTB to enhance customer experience and drive loyalty.

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ANNEXUREs
Annexure 1: NTB corporate strategy analysis with porters generic strategies (1985) and Ansoff
matrix’s(1957)
Strategies Implementations Critical evaluation in relation to NTB positioning
and reputation
Differentiation Introducing of Sri Lanka`s primary digital banking
experience FriMi and it sustained to lead the
digital banking space, increasing customer base by
93%,LKR 4 billion in monthly transactions and
3,500 merchants.
The local market leader for Credit cards with
better card offerings through Amex.
Awards such as
 Ranked 14
th
place in the Business Today Top
30 for 2018-2019, making it the youngest
company to be included with 20 years of
experience
 Ranked between the top 50 Most Respected
entities in Sri Lanka for 2019 by LMD.
 FriMi was also awarded the ‘Best New Fin-
Tech Bank in Sri Lanka’ by the Global
Banking and Finance Awards and ranked
among ‘Sri Lanka’s Top 20 E-commerce
Brands’ by LMD in 2019.
Today NTB are seen as a groundbreaker in digital
transformation in the industry, having introduced
many solutions which made to achieve the 29%
growth in Omni channel users. And Digital
channels accounted for 72% of total transactions
performed in 2019, among the highest in the
industry. Therefore NTB has sharpened their
competitive edge through offering unique
customer experience which made them to be
successful in the industry.
These factors will help the customer to identify the
difference between the competitors and additional
values lead to improve the customer loyalty and
impact NTB corporate reputation as well.
Focus Investment in upgrading digital infrastructure In
addition to that transforming the customer
experience through simple and intelligent
solutions.
Ex: Adopting RAROC model with identified profit-
making customers and evaluating customer
lifecycle propositions.
- Upgrade of the credit card system
- Launch of SME workflow system
- Launch of the open API Banking platform
enabling business to directly link their bank
accounts.
These strategies concentrated on Mass affluent
customer segment in the market. API banking
platform is a new innovation where customers
could benefit in the future. Focused customer
groups will benefit withthese types of strategies
and improve customer satisfaction and loyalty
which can lead to good reputation.
Market
Penetration
Introduction of Inner Circle and Private banking
customer propositions where members gets
rewards and excusive financial privileges and
solutions.
 Launching the Nations Direct Commercial
Payment solutions for the cash management
process.
 Introduction of a one-stop-shop offering all
leasing-related services.
 Nations Alpha the primary customer
onboarding digital application.
These focused penetrations increase the benefits
to NTB customers. Data analytics and progressive
technology to move away from traditional
inheritance systems, instead designing innovative,
combined models that integrate the customers’
personal preferences into their banking
experience. And also NTB will increase their profits
in digital platforms as well. These features will
increase the satisfaction ofexisting customer and
make them be loyal with organization.

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Product
development
Max bonus with combined benefit of investment,
life cover and critical illness cover.
Nations Prabuddha Savings Account for Senior
Citizens with a loan facility up to a maximum of
15 times of the monthly pension.
Nations Personal investment planner with
interest rate of 9 percent p.a.
Nations Tax planner while
Earning interest on Savings Account while setting
aside money to pay taxes.
NTB New products are developed accordingly with
consumer life style changes and technological
improvements. However high level of innovative
products comparedto main competitors. That is
because the organization focus is on
improvements in digital infrastructure. But Other
banks have developed new products to attract
corporate level customers. Under this segment
NTB has not done many developments.
Introducing of new products based on customer
requirements will enhance the customer loyalty and
reputation level of organization.
Market
development
NTB invested LKR 185 million in upgrading its
physical infrastructure. Such as relocation of the
data center to a strategic location outside the
Bank and opened two new branches in north
The physical infrastructure mainly comprises the
NTB branch network, which is the key interaction
point for customer engagement to improve loyalty
and facilitating asset and liability growth.
Therefore these approaches help to increase the
market share, and the island-wide network of 96
branches are utilized as a platform to drive
regional growth and increase the current and
saving accounts base.
This will generate more awareness about the bank
and NTB brand will be exceedingly spread to every
corner of Sri Lanka.
Diversification Introduction of Sri Lanka`s leading digital banking
experience FriMi
New innovation and high level
of reach to consumers. Frimi is not a sustainable
business model b u t impacted toreputation
massively and increase app usage significantly by
the customers. However these users have been very
loyal to the brand.
Evidence: Annual Report 2016/2017 & 2018/2019 (https://www.nationstrust.com)
Annexure 2: NTB corporate structure analysis with Huczyinski & Buchanan (2001) model with
rating forreputation.
Features Practices Critical evaluation in relation to NTB positioning and
reputation and impact on customer loyalty.
Specialization
Rating – 2/5
NTB structure is designed in a way that
staffs in each department and divisions
are separated to work under specialized
tasks. Example:
Contact center – handling calls Business
development –sales efforts
HR – HR activities
Marketing: All marketing
communications and activations.
Specialization will increase the effectiveness and the efficiency
of each division at NTB and employees have the opportunity to
be expert in their particular job roles. But however this kind of
structure could to reduce the efficiency in inter- department
coordinated projects. And also this structure could lead to have
minimum relationship standards within the internal
departments. Focusing nature of separated visions of each
department will constrict the mind set of staff members to
think broadly from the organization aspect.
This structure enables to increase the staff efficiency levels and
provide opportunity to obtain great working experience in their
specific division. And also staff could provide a great level of
service to the customers and reduce the time and unnecessary
effort set on work. Therefore this will help to make customers
satisfied and impact to enhance customer loyalty.
Evidence Annual report 2018/19, Interview with sales team & Call center representatives.

29 | P a g e
Hierarchy
Rating – 2/5
NTB hierarchy is very tall.
Ex- Some division have Banking
assistants, Senior banking assistants ,
Deputy managers, Managers, Senior
managers, Assistant vice presidents, Vice
presidents and then to connect toa
director
NTB Tall structure will reduce the flow of information and
increase the communication gap between managers and the
ground level staff members. But this structure will provide more
promotion opportunities for employees. But the authority given
for the designation will be low and respect will also be very
standard. Because there could be many employees who will hold
the same designation in NTB specially middle level managers.
Tall structure could increase middle level staff since there are
any promotion opportunities. However it reduces the ground
level employees at NTB. And commutation with higher
management will be very minimal. This could affect the
employee satisfaction and impact the customer service which
can ultimately harm the customer loyalty customer image
towards the bank.
Evidence Annual report 2016/2017 (https://www.nationstrust.com) and Interview with HR operations manager.
Grouping
Rating –2/5
NTB has segregated into many groups
including collective divisions reporting
to one Executive vice president, Ex:
Marketing, IT, Sales, Customer Service
including call center operations and
business developments directly report
to DECO and Human resources, Legal,
Trade Finance departments report to
another director.
NTB`s this group structure have some positive impacts. It could
increase the inter department relationships and projects can be
completed with least efforts. But the lager group reporting to a
single individual may reduce the possibility of every single staff
communicating to the higher management with their concerns.
This leads to employee dissatisfaction and impact customer
loyalty adversely.
Evidence Annual report 2016/2017 (https://www.nationstrust.com)
Annexure 3: NTB Culture Audit done using – Cultural Web (Johnson, Scholes and Whittington,
2005)
Factors Critical evaluation in relation to NTB positioning and reputation and impact on customer
loyalty.
Rating
Story Nations Trust Bank was established in July, 1999 when it acquired the Colombo Branch of
Overseas Trust Bank Ltd therefore it does not have a long history since they started about
20 years back, but however their short history being spoken about in many ways including
their brand colors, the only bank to present the both male and female genders, And also
having introducing many innovative and game changing products to the customers and now
they are seen as a leader in innovative banking in the industry drive customer loyalty
3/5
Symbol The Blue and Pink logo is well known by the customers and Simplicity Mark represents how
simple we make our customer lives day in and day out.
This identity is sustained in many of its corporate communications as mentioned in task 1b.
And has NTB stand out among the competitors and improve customer loyalty.
4/5
Power of
Structure
They have a Tall structure and power is divided which will reduce the flow of information
and increase the communication gap between top managers and the ground level staff
members. There can be instances that launching new products to the market gets delayed
due this process. This also harms the creativity within the organization and employee
dissatisfaction and impact customer loyalty.
2/5
Organization
Structure
Chairman, board of directorsand CEO are authorized to focus to strategic decision. And CEO,
DECO and Corporate management members take charge of the overall Banking operational
decision making. Operations are segregated into many groups and including collective
divisions reporting to one of the members of the Corporate management team and the tall
hierarchy below them still exits.
2/5

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Control
system
NTB approaches to control systems are at fairly good level and they are increasing their
systems to controlover thebusiness on day by day.
Rewards and recognitions are available. However employees need to be nominated by their
line managers to be entitling to the criteria. Therefore there is an unethical favoritism
involved. This discourages and demotivate the employees and effect customer service and
increase customer complaints
2/5
Routine & Rituals Very friendly organization culture young workforce .There are many activities take place
regularly, celebrating any of the special days Halloween, Avurudu and Christmas. But there
are no flexible working hours. They firmly practices the standard working hours 8am – 5pm.
However low numbers of promotions practices to reward customers and internal staff.
3/5
Annexure 4: NTB personality evaluated using Davies et al (2003) classification of character
traits in corporate personality model.
Dimensions Critical evaluation in relation to NTB positioning and reputation and impact on
customer loyalty.
Scope
Agreeable
Warmth:
Friendly
Pleasant
Open
Straight forward
Organization has a moderate level of customer satisfaction rates due to the
friendly servicing elements by their employees. High score of this attribute will
lead to increase reliability of organization reputation and increase customer
loyalty
2/5
Empathy:
Concerned
Reassuring
Supportive
Agreeable
Supportive servicing culture with New product developments based on the
customer requirements. The organization reputation`s responsibility element
will be increased.
Integrity:
Honest Sincere
Trustworthy
Socially
Responsible
Average percentage of activities on social responsibility and highest
performance on the digital channels transaction among the industry.
Trustworthiness of corporate reputation will enhance through this attribute
drive better customer loyalty.
Enterprise
Modernity:
Cool
Trendy
Highest efforts in Online platforms and digital Promotions. And High level of
technology savvy activities. This had benefited NTB customers to engage more
with advance technology and create a positive impact towards the organization
as an innovation driven company and improved loyalty.
4/5
Adventure:
Imaginative
Up-to-date
Exciting Innovative
Introduction Frimi (Sri Lanka`s leading fully-fledged digital banking experience)
and launching Nations Alpha the primary customer onboarding digital
application. Individuals with risk taking attitudes will attract to the organization
and be loyal as well.
Boldness:
Extravert
Daring
Moderate invest in government securities with low risk. This is an element
contributes people to trust the organization and they can ensure that that their
money will secured and safe.
Competence
Conscientious :
Reliable
Secure
Hardworking
Reliable customer Reviews. But moderate level of products to cater to all
potential customer segments. Therefore drive customer dissatisfaction and
effect loyalty and contribute to corporate reputation.
3/5
Drive:
Ambitious
Achievement
Oriented
Leading
NTB became the 14th in the Business Today Top 30 for 2018-2019, making it the
youngest company to be included with 20 years of experience and also NTB won
many awards in past fewyears People confidence and trust will increase and
benefit to enhance corporate reputation and improve customer loyalty.
Technocracy:
Technical
Corporate
High level usage oftechnological systems in NTB which benefit of customer
convenience will improve customer satisfaction and loyalty.

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Chic Elegance:
Charming
Stylish
Elegant
Moderate level stylish approach in branch ambience and average attraction of
customers due to that. This is a significant factor that accomplish with this
element at NTB.
3/5
Prestige:
Prestigious
Exclusive
Refined
NTB ranked among the top 50 Most Respected entities in Sri Lanka for 2019 by
LMD. These types of recognition enhance the credibility of the bank and also
reputation level of Elitecustomer base will depend on this factor to be loyal to
NTB.
Snobbery:
Snobby
Elitist
Their Inner Circle and Private banking customer propositions are where they
cater to the exclusive customer segments. This includes many selected
activities Customer`s trustworthiness towards the organization will be
improved with loyalty.
Ruthlessness
Egotism:
Arrogant Aggressive
Selfish
Reasonable competition activities with fair pricing strategies, but there is no
direct message to all the potential customers and which can lead to customer
dissatisfaction and impact loyalty. And also this approach provision the
competitor to understand about the NTB reputation.
2/5
Dominance:
Inward-looking
Authoritarian
Controlling
20 years of experience and today NTB is recognized as the leader in digital
banking in the industry. But not being able to increase the market share fairly
over last five years. This can impact stakeholders’ impression about NTB and
effect trust.
Machismo
Masculine
Flexible customer servicing activities and moderately follow the guidelines
and rules but there is a communication gap in terms of approaching the
customer in all three languages and various marketing communication
platforms. There could be a chance where customers won’t feel they will treat
with best service kind of attitude and which could damage the customer
loyalty element.
1/5
Informality
Casual Moderate procedures to follow to obtain manger approval and can proceed
with email confirmations than paper work. This supports the employees to
complete their activitieswith least amount of time improved customerservice.
Ultimately customer loyalty will be improved with satisfaction.
3/5
Evidence:
o NTB annual report 2018/2019 (https://www.nationstrust.com)
o Brandirectory. Com / Top Brands in Srilanka.
o Interview with staff
o Online/Offline Survey with Customers.
Annexure 5: - Corporate Reputation (Reptrack system)
Dimension Attribute Description
Impact to
CR
Overall
Rating
Leadership
Reporting
Structure
NTB hierarchy is very tall, therefore they have a tall
reporting structure, however certain decision making
takes time and which leads to lose the ability gain the
competitive advantage.
-
2/5
Leadership
Styles
It’s more of an dominating leadership style. Therefore the
freedom for innovative thinking is limited. This
discourages the employees to have a positive relationship
with the organization and also affect the employee
retention.
-
Risk Takers
NTB is very determined and take risks, that is where they
Introduced the Sri Lanka`s first digital banking experience
FriMi and it continued to lead the digital banking space.
And also having introduced on onsite leasing facility &
Nations Alpha the primary customer onboarding digital
application first time in Sri Lanka.
+

32 | P a g e
Products/
Services
Quality
NTB is very well known for high quality services though
the branches with friendly and younger work force. And
they and being able to keep their customer satisfaction
ratio more than 90% and 0.01 complaints rate.
+
3/5
Value for
Money
In certain products they provide value for money (high
returns) and some products does not provide the good
return For example: Savings products such as Max bonus
and mega saver, they provide 60% bonus interest. But
nations leasing products and loan facilities have higher
interest rates compared to the competitor products
+
Innovation
Dynamic
Capabilities
NTB is very vibrant and adapts to the changing
environment faster than the other corporates. +
3/5
Innovative
They are very innovative and always open for new ideas.
But however they lack communication and customer
engagement, therefore they are far behind creating
awareness about their new products introduced.
-
First to Market
There are many occasions that they were the first. NTB
introduced the 360 days banking and extended banking
hours and bank at your door step. Lately they launched
FriMi Sri Lanka’s first digital banking experience, These
have also caught the eye of the public and NTB has
gained a positive reputation despite the fact it’s a growing
young bank
+
Workplace
Gender
Equality
57% male and 43% female employees, 28% female
representation at senior management level and Among
the employees promoted in 2019, 55% are women. NTB
ensures that they maintain the gender equality always.
+
3/5
Employee
Welfare
Employee retention is a bigger problem at NTB due to
younger workforce. Leadership programmes and many
engagement activities are conducted for employee
motivation. They invested LKR 102 million in training and
development for year 2019 to build a knowledgeable
workforce.
-
Employee
recognition
There are awards and recognition ceremonies that are
conducted by NTB to recognize the individuals for their
contribution towards the organization. These awards
cover the branch level executives and senior and top
management employeess well.
+
Citizenship CSR Campaigns
NTB conducts average CSR Campaigns for the country.
They highly focus on environment and educations
platforms to build a positive influence on society, But
NTB didn’t have any island wide reached CSR projects
and also due to lack of communication organization
failed to include them self among top 25 CSR corporate
citizens in Srilanka
- 2/5
Governance
Ethical
Behavior
NTB adheres to the rules and regulations of Central Bank
of Sri Lanka and ensure that the public well treated with
their actions.
+ 3/5
Performance Growth
The group delivered a outstanding growth of 7% and PAT
of 3.71 billion in year 2019, however there were some
reduction of rates in loans across all segments are being
implicated since the beginning of 2020 by the new Sri
Lankan government and rates have further reduced due
to Covid 19 impact, therefore this which will affect the
revenue of the organization badly and also there might
be a significant dip in growth.
- 2/5

33 | P a g e
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