Founder of the Customer Experience Professionals Ghana Association, Esther Dokuwaa Ofosuhene, has emphasised that customer service goes beyond mere pleasantries and apologies when things go wrong.
Speaking at the 5th Annual CXP Ghana Conference and CXX Awards in Accra on October 10, 2025, she underscored that customer experience should be treated as a strategic function within organisations, not just a soft skill or afterthought.
According to Ofosuhene, businesses must be intentional about delivering products and services that genuinely meet customer needs.
She urged organisations to give customer experience professionals a seat at the decision-making table, explaining that doing so enables companies to design offerings that truly resonate with customers, thereby fostering satisfaction and loyalty.
Ofosuhene added that a well-designed customer journey not only drives revenue but also reduces risks, including customer complaints, churn, and regulatory issues.
In an interview with the media on the sidelines of the event, she explained, “We always think customer experience is smiling and saying, ‘I’m sorry,’ and all of that. Really, it is not. It is intentional, it is strategic. You need to sit down and design it for the type of customer you are looking to bring in.
Ofosuhene continued, “So, if organisations have customer experience sitting at the decision-making table, they will design products and services that customers would want to actually subscribe to.”
She further noted, “If they design it well, and the journey is right, they will get customers who will be very pleased at the end of the day, and so they will keep coming back. They will not spend so much money on campaigns because customers will do word-of-mouth marketing for free. You increase your market share, profitability, and revenue while reducing your risks, risks of complaints, losing customers, and even regulatory sanctions.”
Speaking in the same vein, the Minister of State for Special Initiatives, Emmanuel Kwadwo Agyekum, who represented the Chief of Staff [Julius Debrah], said that investors, tourists, and business visitors become brand ambassadors for Ghana when they receive quality service.
He noted that Ghana has positioned itself as a country of hospitality and a preferred destination for trade, investment, and tourism.
“When an investor arrives at Kotoka, when an entrepreneur registers a business, when a trader closes a deal, or when a tourist checks into a government hotel, the experience becomes our national brand. And those of you coming from marketing, this is not just a speech,” he stated.
Agyekum stressed that it is time for government to declare customer experience a national agenda, adding:
“The truth is, every Ghanaian is both a customer and a citizen. The quality of our interaction with systems, services, and institutions shapes our trust, confidence, and productivity,” he pointed out.
He concluded by affirming the presidency’s commitment to service excellence stating, “I can confirm that the Office of the President views service excellence as essential to good governance and nation-building. Every reform we undertake, from improving public sector service delivery to promoting local enterprise, is about delivering a better experience to the Ghanaian people.”
SA/MA
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