Prominent names in the financial and insurance sectors, including Discovery, Metropolitan and Assupol, were recognised when the 2024/25 Ask Afrika Orange Index results were announced last week.
This year’s survey, which included more than 46 000 interviews, continues to be the leading independent benchmark for customer experience (CX) in South Africa, maintaining its status for 23 years.
Dr Sarina de Beer, director of global products at Ask Afrika, highlighted the significance of the index: “The fact that this longstanding benchmark has been around longer than many of the brands it measures speaks to the survey’s rigour and quality.”
She further emphasised that the index is not just a ranking tool but a “localised strategic measure that directs and supports leadership decisions on customer relevance”.
One of the standout performers was Discovery Bank, which was named best overall for client experience among 200 companies across 26 industries in South Africa. The bank also secured the top spot in the retail banking segment for the third consecutive year and ranked highest in the private banking segment for the first time.
Discovery Bank chief executive Hylton Kallner said the achievement “reaffirms our full-service approach and reflects our belief that, as a fully digital bank, we provide both a seamless client journey through our app and a personal 24/7 high-touch service for our clients”.
Discovery Bank also led in several key areas, including emotional connection, relationship building, client trust, and brand advocacy. Additionally, it ranked best for authenticity across the 200 brands in the study.
Metropolitan secured the top spot in the Long-term Funeral Insurance category, marking its second consecutive win for customer satisfaction.
Peter Tshiguvho, Metropolitan’s chief executive, stated, “We are honoured to be recognised in this category. The teams’ tireless efforts over the years to improve customer experience has paid off. This prestigious award serves as a validation of our steadfast commitment to our customers.”
Assupol was awarded top performer in the Long-term Insurance Life category.
Assupol’s chief executive, Bridget Mokwena Halala, said: “This award is a testament to the dedication and hard work of our entire team. It reflects our commitment to not only meeting but exceeding our clients’ expectations.”
De Beer says it is important to understand that the Ask Afrika Orange Index is not a just tactical measurement only providing a ranking per industry. She says the survey is a localised strategic measure that directs and supports leadership decisions on customer relevance.
“The fact that it is a global benchmark localised per geographical market makes it a really powerful tool in helping companies achieve business growth in a tough and topsy turvy economic climate,” she says.
