Banks struggle with customer care as empathy scores decline - Report

Banks in Ghana are facing growing concerns over customer care, with most institutions recording declines in empathy scores in the 2025 Ghana Customer Satisfaction Index (G‑CSI) Report.

Launched on Thursday, July 30, 2026, by the Chartered Institute of Marketing Ghana (CIMG), the report assessed 22 banks across key service quality areas.

The report revealed that only one bank improved its empathy rating compared to the previous year, while the majority saw declines in how customers perceived their level of care and understanding.

The empathy assessment showed that five banks achieved the highest performance category, 13 banks were placed in the next tier, three banks recorded moderate performance, and one bank received the lowest rating.

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The findings suggest that while banks continue to improve in several areas, delivering more personalised and customer‑focused services remains a challenge.

The report also highlighted weaknesses in digital banking experiences, with the industry recording a decline in ease of use compared to the previous year.

Eight banks improved their digital interface performance, while 12 banks recorded declines, underscoring rising customer demand for simpler, faster, and more convenient digital services.

On responsiveness, results were mixed: 10 banks improved, while another 10 banks saw declines. Overall, the sector recorded a slight drop in responding to customer needs.

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However, banks performed strongly in assurance, with 19 institutions achieving the highest performance category, reflecting increased customer confidence in areas such as trust and reliability.

The G‑CSI Report provides an independent assessment of customer experiences and perceptions of banking services, helping institutions identify areas requiring improvement while encouraging healthy competition based on service quality.

DR/SA