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A.M.C. MEMBER NEWS

Ghana institute unveils banking customer satisfaction index for 2021

By our News Team | 2022

CIMG also announces ambitious plans for additional customer satisfaction and branding studies during 2022.

The Chartered Institute of Marketing, Ghana (CIMG) has officially unveiled the Ghana Customer Satisfaction Index (CIMG-CSI Report, 2021), dubbed “The Coffee-Table Publication”

A launch event was held at the Coconut Grove Hotel in Accra. It took a hybrid form and, in addition to the live audience, attracted around 100 virtual attendees from across Ghana and the continent of Africa.

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Present at the Ghana event were (from left): Dr Daniel Kasser Tee – National President of the CIMG; Mrs Hannah Nyarko – Coordinating Director, Political & Economic, Ministry of Foreign Affairs & Regional Integration; Professor Stephen Adei – Fellow and Patron, CIMG;

Dr Daniel McKorley – Founder and Chief Executive Officer, McDan Group of Companies; and Ms. Sandra Thompson – Secretary of the Bank of Ghana. Photo courtesy of CIMG

The Coffee-Table Publication of the CIMG-CSI Report, 2021 is the culmination of a well-researched customer satisfaction survey which was conducted last year. It involved 23 universal banks in Ghana, under the auspices of the Bank of Ghana and Ghana Association of Banks. 

In his opening address the National President of the CIMG, Dr Daniel Kasser Tee said, “As we launch this report, I urge the banks to study it seriously and tighten up on all the areas where their performances fell short of the expectations of their customers. We are available, as an institute, to provide the needed hand-holding to enable all of you to bring up the quality of services you render to customers. I will particularly love to see the average bank in Ghana being in the 5-star category.”

Dr Kasser Tee further added that, “At the end of the day, we would love to see every industry make conscious efforts at improving service quality and bringing same to acceptable standards, to enable them function as world-class businesses in terms of service quality.”

On his part, the Chief Executive Officer of the McDan Group of Companies and Chairman for the occasion, Dr Daniel McKorley, expressed his interest in the research projects, indicating that they are “customer-centric and a viable source of information to help shape businesses”. 

He applauded the CIMG for setting the pace and highlighting the importance of customer and service quality through marketing research and advocacy. He indicated that “it is gratifying to know that Ghana can also boast of having a professional institute like the CIMG, which continues to provide support to businesses and promote marketing research and advocacy, aimed at growing businesses and empowering consumers”.

Dr McKorley announced a GHS250,000 (US$31,000) support from the McDan Group of Companies towards the CIMG’s research projects for 2022.

Launching the CIMG-CSI report, 2021 was Ms Sandra Thompson, Secretary of the Bank of Ghana, who represented the central bank Governor. 

Central bank is pleased with the research work

She indicated that the management of the central bank was very pleased with the maiden research work initiated by the CIMG last year. She was very hopeful that banks will see the report as a useful tool to help them improve service quality in all their operations. She said this was necessary since service quality, as indicated in the report, serves as an antecedent to customer satisfaction and customer loyalty, both of which are very important to banks      

The event also witnessed the commissioning of two research projects for 2022. The first being the Ghana Customer Satisfaction Index (CIMG-CSI, 2022), which has been expanded to cover four other sectors: Insurance, Private Healthcare, Hotels and Business Schools. 

The other is the Ghana Regional Brand Index (CIMG-RBI, 2022). Another first in Ghana and West Africa, it is aimed at unearthing and highlighting the business and tourism potential of each of the 16 regions of Ghana. 

Commissioning the 2022 research projects was Professor Stephen Adei, a Fellow, Patron and one-time President of CIMG. He expressed excitement about the feat attained by the Institute on the research front. Prof Adei was very hopeful that CIMG will soon establish itself as the go-to place for marketing research data on the African continent.

The CIMG-RBI report is expected to be of immense benefit to the Local Government Ministry, Ministry of Tourism, Culture & Creative Arts, and the Foreign Affairs & Regional Integration Ministry, as the Institute works with stakeholders to market the individual regions to promote internal trade and travels within Ghana. 

This project also seeks to package these regions, as well as Ghana as a whole, and promote them internationally to attracting foreign business and tourism. 

Present at the ceremony was Mrs Hannah Nyarko, Coordinating Director, Political & Economic, representing the Honourable Minister for Foreign Affairs & Regional Integration.

The Chartered Institute of Marketing, Ghana is a founding member of the African Marketing Confederation.

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