Decline in Customer Experience Index Signals Broader Economic Risks

By: Solomon Nartey Tetteh

Economic Analyst Emmanuel Boateng has warned that persistent weaknesses in customer service across organizations could undermine consumer confidence and Ghana’s overall economic competitiveness if left unaddressed.

According to the 2025 Ghana Customer Service Index report by the Institute of Customer Service Professionals, the country’s overall customer satisfaction score has declined significantly from 72% to 59%, resulting in a sharp downgrade of Ghana’s national rating from a B grade to D+ within just one year.

Speaking on Business Breakfast on Zed 101.9FM, Mr. Boateng explained that customer service is often the first casualty when institutions face financial or operational stress, despite being the most visible interface between organizations and their customers.

“When institutions typically face financial and operational stress, customer service is often the first area that suffers, even though it is the most visible part of an organization’s structure to consumers,” he said.

According to him, the recent decline reflected in the Customer Experience Index captures the cumulative impact of internal inefficiencies within organizations.

He stressed that the index should serve as a wake-up call for businesses to prioritize service delivery as a core operational function rather than a peripheral activity.

Mr. Boateng noted that in many organizations, customer service is undervalued and treated with little respect, a mindset he believes must change if businesses are to remain sustainable and competitive.

The Analyst further identified a widening gap between service promises and actual delivery as a key contributor to customer dissatisfaction.

“People promise A, which is excellence, and deliver F. This problem is not limited to customer service alone; it is widespread across the country,” he remarked.

Mr. Boateng observed that while many organizations invest heavily in branding, digital platforms, and marketing, they often fail to support these efforts with reliable service execution. Over time, he said, this disconnect erodes customer goodwill and fuels dissatisfaction, trends that are clearly reflected in declining service indices.

Mr. Boateng also cautioned poor customer experience poses significant risks to the broader economy.

“This decline should be interpreted as a warning signal. Poor customer experience reduces consumer confidence, weakens loyalty, and increases transaction costs,” he stated.

He warned that if these challenges are not addressed, they could undermine national productivity and competitiveness, with serious implications for Ghana’s participation in the African Continental Free Trade Area (AfCFTA).

Mr. Boateng therefore urged businesses and institutions to treat customer experience as a strategic priority, emphasizing that improving service delivery is not only essential for organizational growth but also critical to Ghana’s long-term economic prospects.