Satisfaction Level Soars up to 69.3% among Customers
Ghana's Customer Satisfaction Score: A Look at 2022's Improvements
The latest Ghana Customer Service Index (GCSI) report, released by the Institute of Customer Service Professionals (ICSP), shows a noteworthy increase in the Customer Satisfaction Score (CSS) from 66.26% in 2021 to 69.37% in 2022. The report, based on a sample of 6,234 customers, paves the way for further enhancement, according to ICSP president Yvonne Ohui MacCarthy.
"I'd be bold enough to say that we've witnessed progress. Our initial score was significantly lower, but today we're scoring 69.37 percent. In five years, I'd love to see a grade B instead of a C+, but marginal progress is preferable to standing still," MacCarthy states.
The report evaluated over 10 sectors in Ghana's economy, with the e-commerce sector showing a substantial leap from 62.53% in 2021 to an impressive 85% in 2022, leading the pack. Other sectors included banking, insurance, hospitality, healthcare, utilities, telecommunication, public sector, transportation, petroleum, and shopping malls.
"Without a doubt, the e-commerce sector has contributed to the overall score's rise. Last year, it was lurking at the bottom, but this time around, it finds itself at the top. And let me tell you, that's a difference of 17.8 percent," MacCarthy points out.
The scoring criteria included factors like trust, look and feel, competence, professionalism, ease of doing business, processes and procedures, and customer-focused innovations, among others.
The Public Sector's Progress
The public sector improved its score from 60.3 percent in 2021 to 67.7 percent in 2022. MacCarthy comments on this, stating: "The public sector, historically a consistent laggard, has now climbed up to the 6th position. Frankly speaking, it's refreshing to see such progress."
Organizations that excelled in customer service were honored with certificates.
The GCSI serves as a national indicator of customer evaluations of quality for goods and services in Ghana. However, comprehensive data on the e-commerce sector's customer satisfaction trend seems to be lacking in the publicly available information. Moreover, the evolution of customer satisfaction scores for various sectors, particularly the e-commerce sector, isn't explicitly detailed in the provided sources.
[1] Ghana Customer Service Index (GCSI) report by the Institute of Customer Service Professionals (ICSP)[2] 2025 Customer Satisfaction and Brand Health Report[3] General Customer Service Index (GCSI) information[4] Economic environment in Ghana[5] Consumer confidence and inflation trends in Ghana
- The e-commerce sector's innovation in customer service significantly contributed to Ghana's overall Customer Satisfaction Score increase, with a remarkable leap from 62.53% in 2021 to 85% in 2022.
- Looking ahead, the president of ICSP, Yvonne Ohui MacCarthy, expresses a desire to see Ghana's score rise to a grade B within the next five years, aiming for marginal progress over standing still.
- In addition to e-commerce, the banking and insurance sectors also demonstrated improvements in customer satisfaction, contributing to Ghana's positive trend in business and finance sectors.
- The health sector, a critical part of Ghana's economy, is not explicitly detailed in the provided sources in terms of its evolution in customer satisfaction scores.
- Further reports, such as the 2025 Customer Satisfaction and Brand Health Report, might provide more insights into the customer satisfaction trends across various sectors, including the transportation, public sector, and even the health sector in Ghana.
