Ghana Customer Service Index 2021: Public Sector ranked last in customer services

The Hospitality Sector maintained its position as the best ranked sector in customer services in the country in 2021 by the Ghana Customer Service Index report.

The sector recorded a score of 73.16%, a marginal decline from 2020.

The Telecom and Banking Sectors followed suit, though they recorded reduction in their percentage scores.

The research conducted by the Institute of Customer Service Professionals identified the Public Sector as the poorly ranked sector in customer services in 2021 with 60.3%.

The research spanned around 10 parameters which included Trust, Look & Feel, Competence, Professionalism, Ease of Doing Business, Processes and Procedures, Customer-Focused Innovations, Engagement with Customers, Complaints and Feedback, and Coronavirus Preparedness.

It measured customer satisfaction, its causes, and effects as well as implications for 10 economic sectors namely Banking, Healthcare, Hospitality, Insurance, Online businesses, Public Institutions, Retail Malls, Telecommunications, Transportation, and Utilities.

In the Hospitality Sector, the Accra City Hotel overtook Labadi Beach Hotel as the best in customer service with a score of 63.63%. This was followed by the La Palm Royal Beach Hotel, with a score of 28.51%, the Golden Tulip Kumasi City with 24.00%, and the Royal Senchi, with 20.79%.

Melcom emerged as the best performing company in the retail segment with 69%, whiles MTN Ghana and the Agriculture Development Bank were the best in the Telecommunication Sector and the Banking Sector respectively.

President of the Institute of Customer Professionals, Yvonne Ohui McCarthy, entreated organizations to improve on their customer service performances.

“People expect more from service providers because customers are now understanding their right. They are demanding organisations to do more than just serve them; we need to work on it as a country”, she said

She urged organisations to also look after employees by conducting rapid training needs analysis, creating community and collaboration, amongst others.

‘Let’s start looking at the physical and mental health of our employees. Organisations should also invest in the right type of trainings for them”, she added

Meanwhile, the overall satisfaction score for Ghana was 66.26% which is a marginal increase from last year’s score of 65.55%.

The Ghana Customer Service Index (GCSI) is a national indicator of customer evaluations of the quality of goods and services patronised by both Ghanaians and non-Ghanaians living in Ghana.


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