Banks ignore Quality Customer Service – Survey

A survey conducted by Customer Service Academy, a subsidiary of Nest of Ideas Consulting Limited, has revealed that banks operating in Ghana have failed to offer quality services to customers and are focusing on enhancing their business environment.

The survey, which was conducted among 27 registered first class banks, revealed that the banks have overlooked simple things such as welcoming and greeting customers, smiling to the customers, apologizing for delays and thanking them.

The findings also revealed that among the list of the first class banks in Ghana, the Agricultural Development Bank (ADB) and Barclays Bank Ghana topped the 27 banks in terms of customer service delivery followed by Cal Bank and First Capital.

The United Bank of Africa (UBA), United Merchant Bank (UMB) and Prudential Bank occupied the bottom three positions.

The survey, which was also conducted among 22 savings and loans institutions, saw Unions and Bond Savings and Loans occupy the first and second positions respectively while Adehyeman, Adance Ghana, Express, Multi Credit, Midland Savings and Loans secured the bottom five positions among 22 registered companies.

Margaret Takyi-Micah, Chief Executive Officer (CEO) of CSA, who was speaking at the launch of the report dubbed, ‘Customer First Survey” in Accra yesterday, said findings showed that a total percentage score for the Business Environment was 92.2 percent as compared to an average of 87.8 percent recorded in 2014.

She said the Service Quality and Professionalism recorded 60.3 percent from 61.4 percent in 2014, stating that on the average banks scored 66.7 percent.

In the Savings and Loans category, the CEO said the total percentage score for the Business Environment was 78.9 percent while Service Quality and Professionalism recorded 57.2 percent.

Mrs Takyi-Micah said the research, which was conducted in Accra, sampled the views of 2,000 customers between October 2014 and October 9, 2015.

She said a team of mystery shoppers was deployed to 27 Class one banking business and 22 savings and loans registered with the Bank of Ghana (BoG) to undertake the survey.

The main objective of the customer first survey was to identify what was important to customers and to determine whether or not there was a correlation between customers’ expectations and the service they received in the banking halls, Mrs Takyi-Micah said.

She said although most banks attest to be providing the best of customer service to their clients through their advertisement and other commercials, some customers complained about their operations.

Mrs Takyi-Micah called on banks to provide blueprint for their service delivery and set service standards, adding that training for the staff should be undertaken immediately.