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Ghana’s overall customer satisfaction score declined sharply to 59 per cent in 2025, from 72 per cent in the previous year, according to the latest Ghana Customer Service Index (GCSI).
The decline has pushed Ghana’s national customer satisfaction rating from a B grade to a D-plus, reflecting worsening consumer experiences across both the private and public sectors.
The report, produced by the Institute of Customer Service Professionals (ICSP), assessed customer experience across 11 key industries, using indicators such as trust, competence, professionalism, ease of doing business, processes, and customer-focused innovation.
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The insurance sector emerged as the best-performing industry with a 71 per cent satisfaction score, followed by the banking sector at 61 per cent.
In contrast, the telecommunications sector ranked lowest, recording a 53 per cent score, despite being among the most digitised sectors in the economy.
The 2025 survey, which analysed feedback from over 5,000 respondents across Accra, Kumasi, and other regions, found that trust remains the most critical driver of customer satisfaction across all sectors. The report also noted that higher-income earners are increasingly harder to satisfy, preferring high-quality service even at higher cost.
Within the banking sector, Stanbic Bank recorded the highest satisfaction score at 76 per cent, followed by Ecobank with 64 percent.
In the hospitality sector, Aqua Safari maintained its position as the top-performing brand with an 81 per cent satisfaction rating, though this marked a decline from 88 per cent in 2024. Accra City Hotel followed with 56 percent.
Despite ongoing service delivery challenges, utilities ranked among the top four performing sectors in the 2025 index, with the Ghana Water Limited emerging as the top performer in that sector.
The index further highlighted the public sector performance. The Ghana Revenue Authority (GRA) led public institutions with a 64 per cent satisfaction score, followed by SSNIT at 62 per cent, while the Food and Drugs Authority (FDA) ranked third.
According to the ICSP, the findings underscore the need for organisations, particularly in utilities, telecommunications, and public services, to prioritise service quality, strengthen internal processes, and build a customer-focused culture to restore confidence and improve satisfaction levels.
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