Telecoms, banking record gains in customer satisfaction index – Report

Nigeria’s customer satisfaction index rose to 67 per cent in 2024, up from 61 per cent in 2023, with notable improvements recorded in the telecommunications, banking, and healthcare sectors, according to the newly released State of Customer Service in Nigeria Report 2024.

The report, published on Monday by the West Africa Association of Customer Service Professionals in Lagos, provided insights into how businesses and institutions across multiple industries are responding to customer expectations.

Survey findings showed that the telecom sector improved from a 58 per cent satisfaction rating in 2023 to 63 per cent in 2024, reflecting efforts to enhance service quality. The banking sector also recorded growth, climbing from 66 per cent to 72 per cent, while healthcare services advanced from 62 per cent to 70 per cent.

The transportation sector emerged as the highest-rated industry with a 73 per cent customer satisfaction score, overtaking hospitality, which slipped slightly to 72 per cent.

The public sector saw the most significant improvement, rising from 47 per cent in 2023 to 63% in 2024, signaling progress in government service delivery.

Despite these gains, some sectors struggled. E-commerce recorded the sharpest decline, dropping from 68 per cent in 2023 to 60 per cent in 2024, with issues related to logistics, delayed refunds, and customer service inefficiencies cited as key concerns. The power (61 per cent) and real estate (62 per cent) sectors remained among the lowest-rated.

The survey, conducted via www.nigeriacsi.org, gathered over 16,000 responses between May 1 and December 31, 2024—more than double the 7,788 submissions received in 2023. Respondents came from Lagos, Abuja, Oyo, Kaduna, Rivers, and Enugu, representing a broad mix of demographics, including age, education, and income levels.

A WAACSP fellow, Olatunji Adeleye, noted that the increase in survey participation reflected growing awareness of customer service standards in Nigeria. He added that while progress had been made, there was still room for improvement, particularly in industries struggling with service efficiency.

The number of organizations assessed in the Nigeria Customer Satisfaction Index also increased from 537 in 2023 to 1,019 in 2024. The evaluation covered 12 sectors and 21 sub-sectors, using eight key customer service assessment criteria.

The report also highlighted top-performing companies in various sectors. Wema Bank, First Bank, Sterling Bank, Access Bank, and UBA ranked highest in banking, while Opay and Moniepoint led in fintech.

In aviation, Ibom Air, Air Peace, and Arik Air received the highest ratings. Ikeja Electric was named the best performer in the power sector, while MTN and FiberOne topped the telecommunications category. Reliance Family Hospital and Uni-Abuja Teaching Hospital ranked highest in healthcare.

Commenting on the findings, Head of Consumer Protection at Sterling Financial Holdings, Ogechi Obiodu, attributed the gains in financial services to increased competition and efficiency.

“The fintech space is becoming more competitive, and customers naturally gravitate towards platforms that offer the best efficiency,” Obiodu said.

“Beyond financial education, consumers are increasingly aware of their options and are prepared to switch services if they find a better alternative. This competition drives innovation, but financial institutions must also ensure that service delivery remains safe and reliable.”