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

This is according to the latest Ghana Customer Service Index (GCSI), which, despite the dip, still maintained a B grade in customer satisfaction for the country. The findings underscore the importance of continuous service improvement across industries.

The report evaluated 11 key industries, with the transportation sector emerging as the best performer, recording an impressive satisfaction rating of 86%. On the other end of the spectrum, the utilities sector ranked the lowest with a score of 55%, highlighting significant service delivery disparities.

The survey, which gathered feedback from over 2,400 respondents across Accra, Kumasi, and other regions, assessed customer experience based on trust, brand image, competence, professionalism, and ease of doing business. These metrics offer crucial insights into how businesses and institutions can improve their customer service approach.

Ecobank Leads the Banking Sector

In the banking sector, Ecobank topped the rankings with a satisfaction score of 76%, followed by Fidelity Bank at 74% and Cal Bank at 71%. These scores indicate strong performances in customer engagement and service quality within the financial sector.

The hospitality industry also saw notable rankings, with Aqua Safari emerging as the top-rated establishment with an 88% customer satisfaction score. The Accra Marriott Hotel followed closely with 84%, while Kempinski Hotel came in third at 83%. These high ratings suggest that the hospitality sector continues to prioritize superior customer experiences.

Among public sector institutions, the Driver and Vehicle Licensing Authority (DVLA) ranked highest with a 75% satisfaction score, followed by the Ghana Education Service (GES) at 73%. Other high-performing institutions included the Social Security and National Insurance Trust (SSNIT), the Ghana Revenue Authority (GRA), and the Ghana Police Service, which were all recognized for their improvements in service delivery.

Telecel Surpasses MTN

The telecommunications sector witnessed a shift, with Telecel overtaking MTN to claim the top position with a 75% rating. AirtelTigo followed at 70%, while MTN dropped to third place with a score of 62%. This development signals a change in consumer preferences and expectations within the industry.

In the retail sector, Junction Mall topped the rankings, demonstrating strong customer service performance. Meanwhile, in the transportation industry, Yango emerged as the highest-rated service, reaffirming the sector’s leadership in customer satisfaction.

Speaking at the presentation of the findings, Yvonne Ohui MacCarthy, Founder of the Institute of Customer Service Professionals (ICSP), stressed the need for businesses and institutions to prioritize 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.”
Yvonne Ohui MacCarthy

MacCarthy also emphasized the need to integrate human-centered approaches with technology to enhance customer experience. “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 crucial benchmark for assessing customer satisfaction across various industries in Ghana. As businesses and institutions analyze the findings, the focus should be on strengthening service delivery, addressing gaps in underperforming sectors, and embracing customer-centric innovations.