Ghana’s overall customer satisfaction score fell sharply to 59 per cent in 2025, down from 72 per cent the previous year, according to the latest Ghana Customer Service Index (GCSI).
The steep decline has downgraded the country’s national customer satisfaction rating from a B grade to D-plus, signalling deteriorating consumer experiences across both the private and public sectors.
The report, produced by the Institute of Customer Service Professionals (ICSP), evaluated customer experience across 11 key industries using indicators such as trust, competence, professionalism, ease of doing business, operational processes, and customer-focused innovation.
Among the sectors assessed, insurance emerged as the top performer with a 71 per cent satisfaction score, followed by banking at 61 per cent. The telecommunications sector ranked lowest, recording 53 per cent, despite being one of the most digitally advanced sectors of the economy.
The 2025 survey analysed feedback from more than 5,000 respondents across Accra, Kumasi, and other regions. It identified trust as the single most important driver of customer satisfaction across all sectors, while noting that higher-income earners are becoming increasingly difficult to satisfy, favouring premium service quality even at higher cost.
Within the banking sector, Stanbic Bank topped the rankings with a satisfaction score of 76 per cent, followed by Ecobank at 64 per cent.
In hospitality, Aqua Safari retained its position as the best-performing brand, with an 81 per cent satisfaction rating, though this was down from 88 per cent in 2024. Accra City Hotel followed with 56 per cent.
Despite persistent service delivery challenges, utilities ranked among the top four performing sectors in the 2025 index, with Ghana Water Limited emerging as the leading utility provider.
The report also highlighted public sector performance, with the Ghana Revenue Authority (GRA) recording the highest satisfaction score at 64 per cent, followed by SSNIT at 62 per cent, and the Food and Drugs Authority (FDA) in third place.
According to the ICSP, the findings highlight an urgent need for organisations—particularly in utilities, telecommunications, and public services—to improve service quality, strengthen internal processes, and build customer-centric cultures to restore public confidence and boost satisfaction levels.
