ASB signals new chapter of expansion with new look brand
ASB has announced major changes in its physical presence to support a new wave of network expansion in New Zealand. Key
elements in the change will be new, more progressive branding and an innovative branch design.
Customers will be the first to reap the benefits of the changes. The continued expansion of the branch network and 15%
more ATM machines nationwide by the end of 2005 means physical access to ASB will be easier than ever.
Technology leadership and excellence in customer service continue to entrench themselves as core strengths of ASB. The
trialing of new in-branch technology, never seen before in New Zealand, at flagship branches in East and West Auckland
will facilitate faster customer turnaround on simple in-branch transactions. Customer service specialists will have more
time to spend with customers discussing their banking needs.
The changes spring from a period of rapid growth for ASB over the past 18 years. The bank has expanded its branch
network nationally, launched successful rural, business and retail divisions, and established its technology leadership,
while offering a full range of financial services.
ASB Managing Director, Hugh Burrett, says the changes cement ASB’s commitment to growth in the New Zealand market and
build on its existing strengths.
“What we have currently is very strong brand awareness nationally of the ASB name and services. Our focus is now firmly
on the future of ASB in New Zealand, and our new progressive, modern branding signals the next chapter of our growth in
this market.
“The changes to our livery are being done in tandem with the expansion of our branch and ATM network as we build on our
full service offering, both in terms of products and services and access throughout New Zealand. The focus will be to
continue to build on our financial services offering for customers.”
ASB’s new branch design will raise the bar for in-branch banking in New Zealand says Ross McEwan, Head of Retail Banking
and Marketing, ASB.
“ASB researched successful models globally before coming up with the new branch model tailored to New Zealand. The new
layout gives customers even more ways to interact with ASB with features such as internet kiosks, fast deposit areas,
money changing machines and a central runway linking all areas together.
“Customers will have greater access to services they can choose to do themselves using the latest technology. This will
mean fewer queues and faster turnaround on small business transactions. The emphasis will be on flexible, convenient and
unparalleled customer service.”
For six consecutive years ASB has been the top bank for customer satisfaction of the main five banks in the University
of Auckland Colgate Report. This new investment into its brand and branch network is designed to ensure ASB customers
continue to have their expectations exceeded.
On 11 April the first three branches to feature the new technology, branding and format will open. The West City (West
Auckland) and Botany Downs (East Auckland) branches will re-open following major renovations and expansions, and a new
branch will open in Cambridge. At the same time seven other branches around New Zealand will feature the new branding.
Changes to the rest of ASB’s branch network will be rolled out progressively as part of normal maintenance and upgrade
programmes.