Aleksandra Džaferović, Corporate Communications Manager, Eurobank Direktna

Clients Seek Clear Messages

Eurobank Direktna is among the Serbian market’s leading financial institutions, representing a significant contributor to the stability of the domestic financial system, a reliable partner, and a secure choice for many clients. The bank’s team has a strong sense of responsibility for the community in which they operate

In this interview with Aleksandra Džaferović, Corporate Communications Manager, we explored why companies are today increasingly relying on their communications teams. We also delved into the reasons why continuous improvement, innovation in communication channels and socially responsible business practices are essential to Eurobank Direktna.

In order to stay at the top, companies must invest in promoting their services and introducing innovations into their operations. Does this also hold true for banks?

— Promoting products and services, as well as introducing operational innovations, are key if you want to remain competitive on the market. The ability to adapt and respond quickly, stand out from the competition and capture attention is crucial to shaping successful operations.

Strategic planning is the first step in this process, and how we distinguish ourselves among the competition, and which tools we use to attract new clients, depends on our creativity. Staying in tune with market trends and demands, employing a unique approach to present products and services to clients, as well as delivering well-placed messages, are essential to achieving success.

It was six years ago that Eurobank Direktna launched the “School Designed for You” project, demonstrating that success isn’t measured solely on the basis of financial indicators, but also on the basis of opportunities for future generations to develop.

— Socially responsible business practices are an integral part of Eurobank Direktna’s strategy and a crucial segment of all business activities. The “School Designed for You” project was initiated in 2018, with the support of the Ministry of Education and the aim of equipping and modernising classrooms in secondary economic schools across Serbia. Equipment has been so far provided for 15 classrooms, highlighting the importance of improving the quality of education.

The “school designed for you” project was initiated in 2018, with the support of the ministry of education and the aim of equipping and modernising classrooms in secondary economic schools

Considering that Eurobank Direktna recognises the impact of culture on the education and development of young people, and that it aims to provide students with access to content and exhibitions that are not available in their cities, an educational programme called the Travelling Museum was launched in collaboration with Belgrade’s House of Jevrem Grujić Museum. Within the scope of this project, students have an opportunity to learn about Serbian history, culture and artistic skills through guided curator and interactive lectures. Additionally, in cooperation with publishing house Laguna, students from these schools are offered discounts on book purchases at Laguna bookshops.

How important is communication to achieving goals today?

— Communication has become an integral part of business, and it is of paramount importance today. Individual channels and various communication models have gradually evolved into form integrated communication. Users now receive information from different sources and platforms, making planning and coordination a common part of modern communication. Managing communications at all levels and communicating effectively are key to achieving goals. In today’s world of fast-paced information sharing, the path to seizing new opportunities lies in clear, precise and timely communication.

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