Expert urges entrepreneurs to research before launch
By: Solomon Nartey Tetteh
Customer service expert Victoria Osei Sarfo has advised Ghanaian entrepreneurs to prioritize proper research and customer insight before launching products or services, stressing that inspiration alone is not enough to guarantee business success.
Speaking on Business Breakfast on Zed FM, Ms. Osei Sarfo noted that many businesses in Ghana are launched without a clear understanding of the target market. She observed that some entrepreneurs start businesses simply because an idea seems inspired or because someone else is doing it, without conducting any structured research to back it up.
“Many people receive ideas and believe they are from God, so they act immediately without building the right structures or frameworks. But inspiration alone is not a substitute for planning,” she explained.
She stressed that understanding customer behavior, preferences, and demographics is critical. Without that, businesses risk offering the wrong solutions to the wrong people.
“You can’t assume that everyone in the same age group behaves the same way — it doesn’t work like that. Businesses must take time to segment their audience and create detailed customer personas,” the customer service expert stated.
Ms. Osei Sarfo described the process of customer analysis as “very scientific,” requiring structured research, market trend analysis, and a clear framework for engaging specific audiences.
“In this digital age, just posting on social media doesn’t guarantee sales. You need to understand where your audience spends their time, what appeals to them, and how they make decisions. That’s the only way to design services or products that meet their needs,” she added.
She recommended after-sales calls as one of the most effective ways to gather valuable customer insight and build stronger relationships.
Ms. Osei Sarfo also explained that following up with customers after a purchase not only deepens engagement but also provides useful feedback that can shape better service delivery.
