Ghana’s topmost customer service thought leader, Yvonne Ohui MacCarthy
Ghana suffered a great fall scoring D+ in customer service, according to the Ghana Customer Service Index 2026.
The 8th ediiton of the GCSI took place at the British Council, Accra, Thursday, January 29, 2026, with Class News’ Prince Benjamin (PB) mastering the ceremony (MC).
The GCSI is an innovative product of the Institute of Customer Service Professionals (ICSP), which was founded and is led by Ghana’s topmost customer service thought leader, Yvonne Ohui MacCarthy.
Ghana scored a C- for 2021, a C+ for 2022, B (74.94%) for 2023, B (72%) for 2024, and D+ (59%) for 2025, revealing a troubling plummet for a country famous for its friendly locals and hospitality.
Yvonne revealed that majority of the 5,308 respondents for the GSCI 2026 were non-Ghanaians, underscoring the need to safeguard the image of the country by quality service delivery and improved customer care.
The entrepreneur and Harvard Business School Executive Education alumnus highlighted that trust is the ultimate service measure for customers, adding that the more people earned, the more they expect high-quality in-service delivery and customer care.
The GCSI collects feedback through in-person surveys and its website, enabling continuous reviews of 11 sectors, ranked in the 2026 index as follows: Insurance, Banking, Utilities, Retail, Petroleum, Hospitality, Healthcare, Transportation, Public Institutions, E-Commerce, and Telecommunications.
Emmanuel Djaba, a data analyst, lecturer at the Ghana Institute of Management & Public Administration (GIMPA), and the lead consultant at Apercu Consulting, explained the methodology for the 2023 GSCI.
The Ghana Customer Service Index (GCSI) is a cause-and-effect model that includes indices for drivers of satisfaction on the left side trust, look & feel, competence, professionalism, ease of doing business, processes and procedures, customer-focused innovations, engagement with customers, complaints and feedback, and coronavirus preparedness, as well as customer satisfaction index in the centre and results of satisfaction on the right side (customer loyalty).
To conclude the event, an awards ceremony was held, recognising Activa International, Stanbic Bank, Ghana Water Ltd, Melcom, TOTALEnergies, Aqua Safari, Family Health Hospital, Bolt, Ghana Revenue Authority (GRA), Hubtel, and MTN, for their impressive performance in their respective sectors.
