By Fiifi NETTEY
In many Ghanaian businesses today, customer service feels more like a privilege than a service. Instead of treating customers with care, appreciation, and respect, some business owners behave as though they are doing customers a favor by attending to them. Ironically, these same entrepreneurs often complain that customers prefer foreign-owned services to that of local service.
To attract customers, some of these Ghanaian entrepreneurs start with warm smiles, friendly gestures, and irresistible offers. But once their businesses gain recognition, something shifts. The friendliness fades, enthusiasm declines, and customer satisfaction drops. They also invest heavily in setting up impressive business spaces, only to hand them over to untrained or unprofessional staff. The result: Poor service, frustrated customers, and eventually, struggling or collapsing enterprises.
This worrying trend cuts across all sectors — from wholesale and retail shops, beauty salons, restaurants, pubs, public transports and even the travel and tourism industry. The truth is simple: poor customer service is quietly killing many local businesses in Ghana, and there is the need to do something drastic to stop this trend. We often quote the popular saying, “The customer is always right.” Yet in Ghana, the unwritten rule seems to be “The owner is always right.” This deeply rooted mindset continues to weaken consumer trust and undermine business growth in the country
During a conversation with Ama, a young entrepreneur, she expressed a challenge many startups face that, “I’ve just started. If I spend all my money hiring professionals, I might run out of funds. I’d rather train someone to gradually become a professional to help with the business than hire a professional whom I have to pay so much.”
While her concern is genuine, it also reveals a common misunderstanding. The foundation of any business is its most crucial stage. This is the moment to get things right — by hiring the right people and instilling professionalism from day one. Because\xa0 poor service at the beginning can destroy a reputation before a business even finds its footing.
Patrick, a retail shop owner, describes customers as “delicate human beings” who must be handled with care. He believes excellent service requires humility, understanding, and professionalism. “Study your customers,” he advises, “understand their behavior, and adapt. That’s how businesses succeed.”
Media and communication consultant Charles Mawusi stated that, the problem runs deeper from colonial era. He argues that Ghana’s customer service culture still reflects colonial-era systems designed to serve and satisfy the needs of the colonial masters, not the people. This mentality, he says, has seeped deep into the national psyche, and that is what is playing out in our customer service today.
He explained that when people finally get the opportunity to serve the public, many focus on making money rather than meeting customer needs — a habit that continues to erode customer service quality. We need an orientation on how to handle customer service to change these mindsets and improve customer delivery quality, he added
Mr.\xa0 Quaranchie Adama-Tettey, a social and behavior change specialist, used the Ghana Police Service as an example. “By their name, they should serve the public, yet many times it feels like the opposite,” that is servicing themselves instead, he said.
He also noted that many Ghanaian customers are not assertive enough to demand quality customer service. In countries with strong consumer-protection laws, companies take customer service seriously because even minor lapses can damage their reputation. But Ghana’s weak enforcement and limited competition allow poor service to thrive.
Still, he admits improvements exist within some banks and some telecommunications companies now reach out to clients regularly, even celebrating their birthdays — efforts driven by competition. Some have assigned personal relations officers to see to the needs of customers. This is a plus to customer service delivery he added.
Jojo raised another concern that, almost every pub or eatery in Accra now adds service charges to the bill. “The painful part,” he said, “is that even with poor service, waiters still expect tips and sometimes pressure customers for more. It feels like robbery. “He believes customers would willingly pay extra if the service was worth it, but the current quality makes the charges hard to justify.
Nana Boateng points to a lack of honesty and reliability. “We focus on making sales but ignore after-sales service and customer feedback,” he said. Yet these two elements are critical for building customer loyalty and delivery.
Opoku, sharing his experience from abroad, noted that the gap is wide because business owners and entrepreneurs behave differently compared to those in Ghana. He explained that in other countries, especially Europe, the attitude toward business is consistent from the start because they understand customer service and respect the rights of customers—rights that must always be upheld.
Nana Kofi, who recently returned from abroad, expressed shock at how poor customer service has become in Ghana. “You walk into a shop, and the attendant is already in a bad mood,” he said. “It feels like you’re begging them to take your money.” Can you imagine? He explained that abroad, systems work, customer rights are respected, and companies fear legal penalties that can collapse your business. “If you buy any item abroad and discover a problem later, you can return it anytime — and the company is willing to accept, change, and apologize. Can this happen in Ghana?”
He emphasized that Ghanaian customers must begin insisting on their rights, as they have been taken for granted for too long. They hold the purchase key and must ensure they get value for money. He also highlighted the European Union’s strong consumer-protection laws, such as the 2022 Sale of Goods Directive, which provides a minimum two-year guarantee on all products, including free repairs, replacements, and required updates for digital goods. He noted that Ghana lacks such protections and stresses the need for clear customer service rights to safeguard consumers.
Bernard also shared a personal experience. He once visited an eatery and asked a waitress what was ready to be served immediately. Her response? “I don’t know.” He asked again if the fufu was ready. She repeated that she didn’t know — with no interest in finding out. “My problem wasn’t that the fufu wasn’t ready,” Bernard said. “It was her attitude. It completely killed my appetite.” To make matters worse, she later stood at the entrance, glued to her phone. “There’s a lot of work to be done in customer service in this country,” he concluded.
Daniel shared his opinion, noting that human beings are naturally complex and often difficult to satisfy. For this reason, he believes it is important for both sides to meet each other halfway. In his view, business owners must respect and appreciate their customers because they are the source of their income.
At the same time, customers should also recognize that business owners work hard to meet their needs and therefore deserve respect as well. When both parties uphold this mutual respect, it creates understanding, satisfaction on both sides, and a healthy business environment where everyone benefits.
Ato, a business developer, explained that customer service is the support and overall experience a business offers before, during, and after a purchase. It involves respecting customers, listening to their needs, giving clear information, responding promptly, and making them feel valued.
According to him, good customer service builds trust, encourages repeat business, and strengthens customer relationships. Some businesses in Ghana must understand why they are in business and the importance of customer service. Without that businesses will continue to collapse even though the prospects are very good to stay forever and grow into a multinational company.
If Ghanaian businesses want to grow, survive, and compete globally, then a serious shift in attitude is required. Business is not just about offering a product — it is about creating an experience that makes customers return. Respect, professionalism, honesty, and genuine care must be the foundation of every successful enterprise. Until this transformation happens, the popular saying may need an update: In Ghana, the customer is lucky to be served.
Provided by SyndiGate Media Inc. (Syndigate.info).
