Ghana's customer satisfaction score has taken a hit, dropping from 72% in 2024 to 59% in 2025, according to the latest Ghana Customer Service Index (GCSI). This decline has pushed the country's national customer satisfaction rating from a B grade to D-plus, highlighting worsening consumer experiences across both private and public sectors.
The report, produced by the Institute of Customer Service Professionals (ICSP), assessed customer experience across 11 key industries, including trust, competence, professionalism, ease of doing business, processes, and customer-focused innovation. The insurance sector topped the list with a 71% satisfaction score, followed by banking at 61%. The telecoms sector lagged behind, scoring 53%, despite being one of the most digitized sectors in the economy.
Top Performers:
- Insurance: 71%
- Banking: 61%
- Utilities: Ghana Water Limited (top performer)
- Hospitality: Aqua Safari (81% satisfaction rating)
- Public Sector: Ghana Revenue Authority (GRA) - 64%
The survey, which analyzed feedback from over 5,000 respondents across Accra, Kumasi, and other regions, found that trust remains the most critical driver of customer satisfaction. Higher-income earners are increasingly harder to satisfy, preferring high-quality service even at a higher cost.
The ICSP emphasizes the need for organizations to prioritize service quality, strengthen internal processes, and build a customer-focused culture to restore confidence and improve satisfaction levels.
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