Ecobank tops banks in the country in maiden CIMG Customer Satisfaction Index Report
Ecobank Ghana, a subsidiary of Pan-African Bank, Ecobank Transnational Incorporated (ETI), has been adjudged the best bank in the country with regard to customer satisfaction.
The bank was ranked number one among all 23 banks in the Chartered Institute of Marketing Ghana’s (CIMG) first Customer Satisfaction Index Report.
A Customer Satisfaction Index Report is a versatile analytical tool for measuring customer satisfaction with a product, service or company. It offers help in finding reasons for customer satisfaction, or rather a dissatisfaction.
Ecobank topped the Overall Service Quality Score with five stars, while the Agricultural Development Bank (ADB) was ranked last with two stars.
The Customer Satisfaction Index Report focused on the banking industry, as 2,300 customers were sampled from 23 banks, with 100 people from each bank.
Speaking at the launch of the report, the President of CIMG, Daniel Kasser-Tee explained the reason why the banking industry was chosen for the first survey, saying, it is one of the best-regulated sectors.
According to him, the regulator of the industry [Bank of Ghana] has enforced a standard of quality, hence, CIMG is confident that the report will be properly utilised.
“It is on purpose that we chose to start with banking, as this industry is one of the best regulated, for which the regulator exercises maximum control and can easily ensure that a certain minimum quality standard is maintained by all players. This we believe will ensure that consumers get what they pay for and what they expect,” he stated.
Also speaking at the launch of the report was Economist and retired banker, Alhassan Andani, who indicated that customers can make and unmake a venture, hence ignoring the outcome of the report by banks will be detrimental to their operations.
“The discipline that has gone into this survey is tall, and it speaks lots of volumes. If a segment is not significant in your market currently, take it as the litmus test of your service standards. This is the voice of your customer, so I would only want to reiterate that you will dismiss this study at your own peril,” he remarked.