| dc.description.abstract | The study sought to elicit empirical evidence on the role of Corporate Communications
Strategies as used by Kenya Commercial Bank (KCB), during its transformation. With this
evidence the study wished to show that Corporate Communications Strategies have strong
impact, in transforming organizations, which have erstwhile been performing below
shareholders expectations.
Three groups of respondents were interviewed. These were the ordinary staff members,
customers and human resources management staff They were drawn from ten branches of
Kenya Commercial Bank in Nairobi.
The study confirmed that KCB used multifaceted Corporate Communications Strategies,
which contributed to its turnaround as confirmed by the respondents in the study. In doing
this, the bank started by transforming both its visual and corporate images through a blitz of
advertisement campaigns. Positioning ofKCB staff to the media and development of internal
goodwill through staff training followed. These were later enhanced by development of
corporate social responsibility policy and sponsorship of activities and events.
Refurbishments of its branches across the country, product realignment and customer
motivation concluded the transformation.
Among the major findings of the study were enhanced customer satisfaction, which was
realised through the bank's new products and services. Other fundamental findings were that
the bank's customer base had increased by eight percent, resulting to profitability, which
gave the bank its strongest balance sheet in ten years. Consequent upon the transformation, its
shares increased in value at Nairobi Stock Exchange, while its Rights Issue were snapped and
oversubscribed.
Some of the study's recommendations include the need for organizations to recognize and
make use of multifaceted Corporate Communications Strategies whenever they are
embarking on transformation or in times of crisis. These strategies should target both internal
and external publics of the organization, as this will ensure an all inclusive corporate
communication process, which will motivate all to support the process, thus guaranteeing
positive results.
Other notable findings from the study were that Corporate Communications Strategies were
enhanced by other factors in transforming the bank. Some ofthe factors cited included lack of
political interference, reorganization and hiring of competent management staff from leading
corporate organizations. Others were well-educated and skilled staff supported by a strong
countrywide branch network of the bank, among others. | en |
