The Customer Satisfaction Score (CSS) recorded an improvement to 69.37 percent in 2022 compared to 66.26 percent the previous year, according to the Ghana Customer Service Index (GCSI) report by the Institute of Customer Service Professionals.
Commenting on the latest findings, which came from a sample size of 6,234 customers, president of Institute of Customer Service Professionals (ICSP), Yvonne Ohui MacCarthy, said there is still room for improvement.
“I think that I can say comfortably there has been an improvement if you look at our score during our first GCSI. Today we are scoring 69.37 percent, which is a much higher score. In five years I would love to see a grade B instead of a grade C + – but I think the marginal progress is better than no progress at all,” she said.
The report focused on the customer satisfaction score across over 10 sectors in the economy, and saw a substantial improvement in the e-commerce sector from 62.53 percent in 2021 to 85 percent in 2022 – making it the highest.
The other sectors include: banking; insurance; hospitality; healthcare; utilities; telecommunication; public sector; transportation; petroleum; and shopping malls.
“I can comfortably say that the e-commerce sector has moved the overall score up. The e-commerce sector last year was around the bottom, but this time around it found itself at the top; and if you look at the scores, it is a difference of 17.8 percent,” Ms. MacCarthy said.
The criteria for scoring the sectors was based on the following: trust; look and feel; competence; professionalism; ease of doing business; processes and procedures; and customer-focused innovations, among others.
Public sector performance
The public sector scored 67.7 percent against last year’s 60.3 percent. Commenting on this, she said: “The public sector has moved from consistently being either last or last but one to being 6th, which to me is refreshing because it has always been a problem and I have always wondered how they are going to get out of that”.
Meanwhile, organisations that emerged as the best were rewarded with certificates for their contribution to good customer service.
The GCSI is a national indicator of customer evaluations of quality for goods and services patronised by buyers or customers.
