A major African bank turned to Cellulant to create a single shortcode-based complaints channel to replace its existing fragmented and unreliable complaints workflow.
logged using new shortcode
alerts received
This client is one of Africa’s most established financial institutions. Across their African markets, customers and non-customers had no single, accessible channel to raise complaints, which meant that grievances went unlogged, unrouted, and unresolved. For a bank whose greatest asset is trust, that gap was a liability they couldn’t afford to ignore. Cellulant integrated Tingg Engage into the client’s CRM to create a single shortcode based complaints channel that works for anyone, anywhere, on any device, and routes every complaint to the right team automatically.
The client has been operational in Africa for more than 170 years, making it one of the continent’s most established and trusted institutions. With a presence across more than 10 African markets, it serves a broad customer base spanning large corporates, SMEs, and individual retail banking customers. Their reach across the continent is one of its greatest strengths but also poses operational challenges like building a complaints process that works for everyone.
Without a unified, accessible channel to raise complaints, too many grievances went unlogged entirely. For an institution operating across multiple African markets, that created a serious visibility problem. Complaints that aren’t captured can’t be routed, tracked, or resolved. In a regulated industry like banking, unresolved complaints erode trust, drive churn, and carry real compliance risk for an institution whose reputation is its most valuable asset.
Cellulant integrated Tingg Engage directly into the client’s CRM, creating a single complaints channel accessible to anyone via shortcode. No app, branch visit, or prior relationship with the bank is required.
Any customer or non-customer can submit a complaint through a simple shortcode. Tingg Engage automatically routes it to the correct internal team via email and enables them to provide timely feedback to the complainant.
The client replaced a fragmented, unreliable process with a structured, end-to-end complaints workflow that works at scale, across markets and devices. Every complaint has somewhere to go and someone accountable for resolving it.
The client can continue with its legacy of trust with better visibility and resolution of complaints across their markets. Tingg Engage provided the infrastructure to capture, route, and resolve every compliant, turning an operational gap into a demonstration of accountability.
