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Ghana’s Customer Satisfaction Index slips to 72% in 2024


Ghana’s overall customer satisfaction score declined slightly to 72% in 2024, down from 73.94% in the previous year.

This is according to the latest Ghana Customer Service Index (GCSI). Despite the dip, the country maintained a B grade in customer satisfaction.

The report, which evaluated 11 key industries, highlighted the transportation sector as the best performer with an 86% satisfaction rating.

Meanwhile, the utilities sector ranked lowest with a score of 55%, underscoring disparities in service delivery across sectors.

The 2024 survey, which analyzed feedback from over 2,400 respondents across Accra, Kumasi, and other regions, assessed metrics including trust, brand image, competence, professionalism, and ease of doing business.

In the banking sector, Ecobank led with a satisfaction score of 76%, followed by Fidelity Bank at 74% and Cal Bank at 71%.

In the hospitality industry, Aqua Safari emerged as the leader with an 88% rating, trailed by the Accra Marriott Hotel at 84% and Kempinski Hotel at 83%.

The Ghana Police Service ranked among the top five public sector performers. However, the Driver and Vehicle Licensing Authority (DVLA) claimed the top spot in the broader public sector rankings with a 75% satisfaction score, followed by the Ghana Education Service (GES) at 73%. SSNIT, the Ghana Revenue Authority (GRA), and the Police Service completed the top five.

In the telecommunications sector, Telecel overtook MTN to secure the top position with a 75% rating, followed by AirtelTigo at 70% and MTN in third at 62%.

For transportation, Yango was the highest-rated service, while in retail, Junction Mall topped the rankings.

Speaking after the presentation of the findings, Yvonne Ohui MacCarthy, Founder of the Institute of Customer Service Professionals (ICSP), emphasised the need for businesses and institutions to prioritise continuous improvement and customer-focused strategies.

Ghana scoring 72%—a B grade—is not ideal, especially considering last year we achieved 73.94%. With the influx of people into Ghana, particularly during December, we should strive for an A grade given the investments being made,” she said.

MacCarthy also pointed out the importance of integrating human-centered approaches with technology.

Customers are willing to pay more if they are guaranteed an exceptional experience. It’s not just about having the technology but ensuring that the people behind it deliver efficiently,” she added.

The GCSI serves as a key benchmark for assessing customer satisfaction across industries in Ghana, highlighting areas for improvement as the country aims to boost its service delivery standards.

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