The stories of bad experiences when purchasing an item from a vendor, be it in person or through social media, are often one too many.
Some businesses fail to ensure patrons of their products or services get value for money with the services they offer.
As the world celebrates customer service week, Citi Business News takes a look at the current state of customer service in the country.
In 2019, Ghana scored 62.6 percent in its Customer Service Index in a research conducted by the Institute of Customer Service Professionals.
The research focused on nine sectors of the economy including telecommunications, hospitality and online businesses.
The score at the time put Ghana in grade C, denoting an average performance in the area of customer service.
A 2021 study by the Chartered Institute of Marketing Ghana with a focus on the banking sector showed that only two banks out of the 22 surveyed crossed this average mark.
In terms of overall service quality, only 11-banks were rated five-star, 10-banks rated four-star and one bank fell lower to two-star bank status.
Before COVID-19, businesses were gradually exploring new digital ways to engage and support customers.
But once the pandemic hit, this timeline accelerated significantly. This has catalysed a shift in consumer expectations. But are businesses living up to their expectations.
There’s more in the following report.
