The Chartered Institute of Marketing, Ghana (CIMG), has launched the coffee-table publication of its Customer Satisfaction Index 2021 (CSI), and also commissioned the 2022 Research Project.
The CIMG ultimately aims at seeing organisations (both private and public) embrace the marketing concept, and be marketing oriented in their operations.
Addressing the gathering over the weekend, the National President of CIMG, Dr. D. Kasser Tee, disclosed that the CIMG embarked on a journey to establish a standard Customer Satisfaction Index for Ghana, (the CIMG-CSI) in 2021.
“We started our initial stakeholder engagements, mainly with the Ghana Association of Banks (GAB), who later supported and coordinated the formation of a Technical Committee, with representation from all 23 universal banks,” he stated.
Dr. D. Kasser Tee further added that his outfit hit the field in March-April 2021, gathering data from bank customers across four regions in Ghana.
The period of May-June was dedicated to data analysis, following which report writing was done in July, while phase two of stakeholder consultations was in August.
The final results were made public in September of last year.
“We are here today for two reasons, first, to witness the official launch of the Coffee-Table Publication of the first Ghana Customer Satisfaction Index (CIMG-CSI, 2021).”
The National President of CIMG urged the banks to study the report seriously and tighten up on all the areas where their performances fell short of the expectations of their customers.
“We are available, as an institute, to provide the needed hands holding to enable all of you to bring up the quality of services you render to customers. I will, particularly, love to see the average bank in Ghana being in the 5-star category.”
Furthermore, the Chief Executive Officer of McDan Group of Companies, Daniel McKorley, who was the Chairman for the event, noted in his speech that in every business a customer is very important.
Post-Covid shows that the customer is more important in your businesses than never before.
He revealed that he had never lost a customer over ten years in business, because his customers became his salespersons. According to him, “we must embrace the great initiative of the CIMG, who are working for Ghana in providing companies with information on the market.”
He disclosed that his outfit would contribute GH¢25,000 to support the Research project as their commitment. Dr. Ireneus Gundona, Consumer Insights Consults Limited, who is also a research partner to CIMG, in his address to the gathering, added that his outfit was established in Ghana to conduct Consumer research, Communication research, Quality Service research and Market and Social research with the help of CIMG to carry out their mandate.
He urged all and sundry to cooperate with data collectors and give them the needed information to help in their output.
