The week-long celebration, running from 5 to 9 October 2026, was officially launched today at ASA International (Rwanda) Plc’s Kimironko Branch by Chief Executive Officer Salifou Christian, together with members of the Management Team and staff.

The launch was marked by the Chief Executive Officer, together with members of the Management Team, engaging directly with customers at the frontline to receive, celebrate and serve them with quality service, highlighting ASA International (Rwanda) Plc’s strong commitment to customer trust and the importance it places on delivering responsive, customer-centred financial services.

“Our customers are the foundation of everything we do. Customer service is not simply about meeting expectations; it is about honouring the trust our customers place in us every day and continuously improving the way we serve them,” said Salifou Christian, CEO of ASA International (Rwanda) Plc.

He added that the institution’s focus on customer service is closely linked to its broader mission of financial inclusion and supporting people to improve their livelihoods.

“When we provide responsible and accessible financial services, 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.

Customers at the heart of the celebration

For ASA International (Rwanda) Plc, Customer Service Week is also an opportunity to listen to customers, understand their experiences and recognise the role they play in shaping the institution’s services.

One of the customers participating in the launch at Kimironko Branch welcomed the initiative, highlighting the importance of being treated with respect and receiving services that respond to customers’ needs.

“We appreciate being recognized and listened to as customers. Good customer service gives us confidence and makes us feel that our relationship with ASA International (Rwanda) Plc goes beyond financial services, and that our voice and experience as customers truly matter,” said Marie Claire Muhawenimana, an ASA International (Rwanda) Plc customer.

The Customer Service Week activities are being implemented across ASA International (Rwanda) Plc’s branches and Head Office, with staff encouraged to strengthen customer engagement and demonstrate the values of professionalism, responsiveness, respect and service excellence.

While the week provides a dedicated opportunity to celebrate customers, ASA International (Rwanda) Plc emphasises that customer-centred service is a daily responsibility.

“Customer service is not just for one week. Putting our customers first is at the heart of how we serve, every single day,” the institution said.

This commitment is reflected in the range of financial products and services offered by ASA International (Rwanda) Plc to meet the diverse needs of its customers.

These include Current Accounts, Savings Accounts, Small Loans, Small Business Loans and Electric Motorcycle Loans, as well as digital access through the USSD platform (*576#) and customer support through the toll-free 5002 line.

Public Deposit services, launched at the Kimironko and Kicukiro Branches, will soon be expanded to additional branches across the country, further increasing customers’ access to secure savings opportunities.

ASA International (Rwanda) Plc is a for-profit, deposit-taking microfinance institution licensed by the National Bank of Rwanda, incorporated in 2014 and operational since 2016.

The institution delivers inclusive, customer-centric financial services to individuals and small businesses, with a particular focus on women, who account for 70% of its clients, and underserved, low-income communities. It currently serves approximately 22,000 clients through 37 branches nationwide.

ASA International (Rwanda) Plc is a subsidiary of ASA International, one of the world’s leading international microfinance institutions, listed on the London Stock Exchange and operating across 13 countries in Africa and Asia.

As of 30 June 2026, the ASA International Group had more than 2,100 branches and approximately 2.7 million clients globally. Its purpose is captured in the motto “Creating Hope. Changing Fortunes.”

Photos marking the launch of Customer Service Week 2026 at ASA International (Rwanda) Plc