The Ghana Customer Satisfaction Index, nicknamed "The Coffee-Table Publication," was formally released last Friday by the Chartered Institute of Marketing, Ghana (CIMG), in conjunction with the CIMG-CSI Report, 2021.
Over 100 virtual attendees from Ghana and the rest of Africa attended the hybrid event, which was held at the Coconut Grove Hotel in Accra.
The results of a thorough customer satisfaction survey that was carried out last year among 23 universal banks in Ghana under the supervision of the Bank of Ghana and Ghana Association of Banks are presented in the Coffee-Table Publication of the CIMG-CSI Report, 2021.
As we launch this report, I urge the banks to thoroughly examine it and tighten up on all the areas where their performances fell short of the expectations of their consumers, said the National President of the CIMG, Dr. Daniel Kasser Tee. As an institute, we are here to provide you all the support you need to improve the calibre of the services you offer to clients. I would really want to see Ghana's typical bank earn a rating of five stars.
In order for industries to be able to function, Dr. Kasser Tee said, "At the end of the day, we would love to see every industry make intentional efforts to improve service quality and bring same to acceptable norms. to provide them the ability to run top-tier firms in terms of service quality.
Dr. Daniel McKorley, the Chief Executive Officer of the McDan Group of Companies and the event's chairman, showed interest in the study initiative on behalf of the company, saying that "it is customer-centric and a viable source of knowledge to help develop enterprises."
He praised the CIMG for establishing the standard and emphasising the value of customer and service quality via marketing research and lobbying.
It is encouraging to know that Ghana can also take pride in having a reputable organisation like the CIMG, he said, adding that it "continues to help companies and encourage marketing research and advocacy, aimed at developing enterprises and empowering consumers."
Dr. McKorley stated that the McDan Group of Companies will contribute GHS250,000 to the CIMG's 2022 research initiatives.
Ms. Sandra Thompson, the Bank of Ghana's Secretary and the governor of the central bank's representative, launched the CIMG-CSI report, 2021.
She said that the first research project started by the CIMG last year had received rave reviews from the central bank's management. She had high hopes that banks would utilise the report as a beneficial tool to assist them enhance the quality of customer service in all aspects of their business.
She said that this was essential because, as the report's findings show, service quality is a prerequisite for both customer loyalty and happiness, both of which are crucial for banks.
The Ghana Customer Satisfaction Index (CIMG-CSI, 2022), which has been expanded to encompass four more sectors—insurance, private healthcare, hotels, and business schools—was also launched at the ceremony.
Another first in Ghana and West Africa is the Ghana Regional Brand Index (CIMG-RBI, 2022), which seeks to identify and promote the commercial and tourist potentials of each of Ghana's 16 regions.
Professor Stephen Adei, a Fellow and Patron who formerly served as President of CIMG, ordered the research initiatives for 2022. He acknowledged his pleasure at the accomplishment the Institute has made in terms of research. Prof. Adei was quite optimistic that CIMG will soon become the go-to source for marketing research information on the continent of Africa.
The Local Government Ministry, the Ministry of Tourism, Culture & Creative Arts, and the Ministry of Foreign Affairs & Regional Integration are expected to benefit greatly from the CIMG-RBI report, in contrast to the CIMG-CSI report, as the Institute collaborates with stakeholders to market the individual regions to encourage internal trade and travels within Ghana.
In order to draw in foreign investment and tourists, the initiative aims to package and market these regions as well as Ghana globally.
Mrs. Hannah Nyarko, Coordinating Director, Political & Economic, was present at the event on behalf of the Honourable Minister for Foreign Affairs & Regional Integration.