Prioritise Customer-Centric Digital Transformation – CEO Urges Businesses
By Maame Efua Kwaduah
The Chief Executive Officer of Dentsu Ghana, Andrew Ackah, called on businesses to strengthen their digital capabilities and build systems that can respond effectively to shifts in technology and customer expectations.
Delivering a keynote address at the MTN Ghana Digital Transformation Conference 2026 in Accra Mr. Ackah noted that despite rapid technological advancement, the customer remains at the centre of every successful business strategy. He noted that technology continues to reshape how consumers interact with businesses, stressing that organisations that fail to evolve risk becoming irrelevant.
According to him, businesses must remember that behind every data point is a human being seeking convenience, trust, connection and value, adding that digital transformation becomes meaningless if companies lose sight of the people they serve.
Using the example of a Ghanaian entrepreneur who manages her personal life and business entirely through her mobile phone, Mr. Ackah explained how digital technology has transformed the lives of millions of consumers across the country.
He noted that many Ghanaians now use mobile platforms for business transactions, bill payments, social media marketing, customer engagement and international trade, demonstrating how deeply digital tools have become embedded in everyday life.
Mr. Ackah said the traditional linear consumer journey, where brands controlled communication and purchasing decisions, has been replaced by a dynamic and fast-moving digital experience driven largely by consumers themselves.
He stressed that simply being present on digital platforms is no longer enough for businesses, warning against what he described as “digital complacency.”
According to him, organisations must pursue digital excellence by understanding and anticipating customer behaviour while creating platforms and services that respond quickly to consumer needs.
He explained that successful businesses of the future would not necessarily be those with the most technology or data, but rather those capable of making consumers feel understood instead of merely targeted.
Mr. Ackah further called on business leaders to invest in digital infrastructure, analytics and customer intelligence systems capable of generating real-time insights into consumer behaviour.
He urged organisations to build integrated customer data platforms that combine information from multiple channels, including billing systems, behavioural patterns, transaction history and digital interactions, to improve customer engagement and service delivery.
The Dentsu Ghana CEO also encouraged companies to become more agile and innovative in responding to rapidly changing market conditions and technological developments.
Touching on the role of telecommunications companies in Ghana’s digital economy, Mr. Ackah argued that telecom operators possess valuable customer data and infrastructure that can be leveraged to create stronger local digital ecosystems and advertising platforms.
He said telecommunications companies should position themselves not only as providers of internet access but also as trusted digital platforms capable of supporting businesses, advertisers and consumers through innovative digital services.
Mr. Ackah further stressed the need for data privacy and responsible digital practices, stating that all digital transformation efforts must be legally compliant and designed with consumer protection in mind.
He noted that Africa has already demonstrated its ability to drive innovation through solutions such as mobile money, adding that the continent’s future growth would depend on how effectively businesses adapt to digital transformation and changing consumer expectations.
According to him, the future will belong to organisations that learn faster, build stronger consumer trust and create meaningful digital experiences for customers.
