By Senya Afi GHAMLI
A few months ago, a ‘concerned citizen’ clashed with some health workers. While I strongly condemn attacking health workers or any service provider, it also made me think about how small communication gaps can quickly spiral into conflict.
In Ghana, poor communication cuts across almost every sector, from hospitals to banks, from restaurants to the countless online shops we deal with every day.
This happens because we take our most fundamental skill for granted. Whether we talk, text, gesture, or just stay silent, we are communicating every single day. It is how we connect, how we build systems, and how we show care.
Yet somehow, something so basic and so necessary is often left to chance. We only notice it when things fall apart. It is not just an inconvenience; it’s a source of anxiety, frustration, and conflict that can be easily avoided.
The silent emergency
Let me start with healthcare, because this one is personal. I once ended up in an emergency ward after battling a migraine that refused to go away. Thankfully, I was seen promptly, and tests were run. But as I was being attended to, my husband and sister sat outside worried sick, with no updates. Nobody thought to say, “She is stable, we are running some tests.” A simple sentence could have eased their minds. Instead, they had to ask before any information was shared.
That silence, in a place where people are already scared and vulnerable, makes everything worse. Compassion in healthcare can be expressed through communication, by speaking to patients and their families, keeping them informed, and showing that you care enough to explain what is happening. This reactive rather than proactive approach to communication is a systemic issue that adds unnecessary emotional distress to already stressful medical situations.
Please, who is next?
Some banks leave customers struggling for information. You walk in and instantly feel lost. Do you join a queue, head straight to a teller or just stand around and hope someone notices you? A few have found simple ways to fix this either through a ticketing system where you take a number and wait to be called, or by having a single queue for transactions. Both approaches make the experience smoother and easier for everyone.
Instead of guiding customers through a process, some banks let people figure it out the hard way. This absence of direction wastes time, lowers trust, and leaves people feeling undervalued. Communication here is not about fancy technology; it is about respecting people’s time and making sure they know what to expect.
The waiting game
Now let’s talk about restaurants. We have all been there. You order food, sit back, and wait. Twenty minutes pass, then thirty. Finally, you ask, and the waiter says, “It’s coming, it won’t be long.” That “not long” often turns into an hour. Only then do you realize your food was not even ready when you placed the order.
It is not the waiting that annoys people most of the time; it is the not knowing. If the kitchen is backed up, just say so. If the dish will take forty-five minutes, be upfront. Most customers can deal with waiting if their expectations are managed. What they will not forgive is being left in the dark.
The online gap
And then there are our online vendors, the Instagram and TikTok and WhatsApp businesses. The creativity and hustle here are unmatched, but the communication? Too often, it is missing. You message a seller about a product or service and wait forever for a reply. When they do respond, you still do not get the full details: prices, delivery fees, timelines. Sometimes, vendors even go silent after you pay. That is a quick way to lose trust.
The ones who stand out are those who communicate clearly. They confirm orders, give delivery updates, and manage expectations from the start. In a space where scams are common and trust is fragile, communication is not just nice to have. It is the difference between repeat customers and people running the other way.
From hospitals to banks, from restaurants to online shops, one truth keeps repeating itself: communication can either make or break the experience. Silence and vagueness leave people frustrated, confused, and unwilling to return but clarity, honesty, and a simple update at the right time can turn a stressful situation into a positive one. These are only a few examples of a much wider problem that runs through many areas of daily life.
If we truly want better service experiences in Ghana, communication must move from being an afterthought to a priority. This Customer Service Week should not be about SMS messages or fancy annual activities.
Real customer care is built in everyday interactions, in how clearly, we guide people and how we make them feel seen and informed. Communication should be part of the culture, not a yearly gesture. Because in the end, it is not just about talking; it is about connecting, informing and building trust, and that is what great service is really about.
>>>the writer is a Communications Specialist
