By Rene Anthere Rwanyange
ASA International (Rwanda) Plc has launched Customer Service Week 2026 with a renewed commitment to putting customers at the centre of its operations while expanding access to financial services for underserved communities.
The week-long campaign, running from October 5 to 9, was officially launched at the institution’s Kimironko Branch in Gasabo District, where Chief Executive Officer, Mr. Salifou Christian, joined members of the management team and staff in engaging directly with customers and providing frontline services.
The launch highlighted the institution’s focus on customer trust, responsive services and financial inclusion, particularly for low-income communities, entrepreneurs and people with limited access to formal financial services.
Salifou Christian said customer service remains central to the institution’s operations because trust is essential to its relationship with customers.
“Our customers are the foundation of everything we do. Providing good customer service is not only about meeting their expectations; it is about honouring the trust they place in us every day and continuously improving the way we serve them,” he said.
He added that customer-centred service is closely connected to the institution’s wider mission of promoting financial inclusion and supporting people to improve their livelihoods.
“When we provide quality financial services that are accessible to many people, we are not only serving individual customers; we are supporting entrepreneurs, strengthening families and contributing to the development of communities and the wider economy,” he said.
Muhawenimana Marie Claire, an ASA International (Rwanda) Plc customer who attended the launch at Kimironko Branch, said being listened to and treated with respect strengthens the relationship between customers and the institution.
“We appreciate being valued and listened to as customers. Good customer service gives us confidence and shows us that our relationship with ASA International (Rwanda) Plc goes beyond financial services, because our views and experiences as customers also matter,” she said.
Customer Service Week activities are being conducted across the institution’s branches and Head Office, with staff encouraged to strengthen customer engagement and demonstrate professionalism, responsiveness, respect and service excellence.
The institution says its commitment to customer-centred service goes beyond the annual campaign.
“Customer service is not a one-week initiative but a daily responsibility,” ASA International (Rwanda) Plc said.
The institution offers a range of financial products designed to meet the needs of individuals and small businesses, including current accounts, savings accounts, small loans, small and medium business loans, and electric motorcycle loans.
Customers can also access services through the USSD platform *576# or call the toll-free customer service line 5002.
Public deposit services, initially launched at the Kimironko and Kicukiro branches, are expected to be expanded to other branches, providing more customers with access to secure savings opportunities.
ASA International (Rwanda) Plc is a deposit-taking microfinance institution licensed by the National Bank of Rwanda. Incorporated in 2014, it began operations in 2016 and currently operates 37 branches across the country.
The institution serves approximately 22,000 customers, with women accounting for 70 percent of its clientele. It focuses particularly on low-income communities and people who remain underserved by formal financial services.
ASA International (Rwanda) Plc is a subsidiary of ASA International, a global microfinance institution operating in 13 countries across Africa and Asia.
As of June 30, 2026, the ASA International Group had more than 2,100 branches and approximately 2.7 million customers worldwide.
Photo: ASA International (Rwanda) Plc management and staff engaging with customers during the launch of Customer Service Week 2026.
