L-R: Tunji Adeleye, fellow WAACSP, Mrs Sola Salako-Ajulo patron WAACSP, Oge Obiodu, Consumer banking Sterling Bank, Lilly West Buloala, Ezinne Oluwawole and Chris Anozie team lead NCSI group at the unveiling of the 2024 state of customer service report in Nigeria by the Nigeria customer service Index group in Lagos.
The E-commerce, Power, and Real Estate sectors have been identified as the lowest-ranking industries in customer satisfaction for 2024, according to the latest report from the Nigeria Customer Service Index (NCSI). The NCSI, a multi-sectoral platform that evaluates customer experience and service delivery across various industries, released its findings on Monday.
The 2024 report marks the second annual assessment aimed at measuring service performance across business and social service sectors in Nigeria. In collaboration with the West Africa Association of Customer Service Professionals (WAACSP), the report seeks to reshape how brands and service providers cater to their customers.
According to the findings, Nigeria’s overall Customer Satisfaction (CSAT) Index improved from 61% in 2023 to 67% in 2024, reflecting marginal growth. However, performance varied across industries, with some sectors demonstrating significant improvement while others stagnated or declined.
Among the lowest-performing sectors, e-commerce, power, and real estate recorded customer satisfaction ratings of 60%, 61%, and 62%, respectively. In contrast, the transportation industry emerged as the highest-performing sector, achieving a 73% rating. The hospitality industry, which led in 2023, fell to second place with a 72% score.
Notably, the public sector showed remarkable progress, improving from 47% in 2023 to 63% in 2024.
A statement signed by Jennifer Orode, Director of Media & Communication at WAACSP, highlighted the top-performing companies across various sectors. These included MTN (Telecom-GSM), FiberOne (Internet Service Provider), Mega Chicken and Chicken Republic (Eateries), and BetWay (Sports Gaming). In the healthcare sector, Reliance Family Hospital (Private) and the University of Abuja Teaching Hospital (Public) were recognized for their strong service delivery. Obafemi Awolowo University (Public) and Covenant University (Private) topped the education sector rankings.
Speaking on the report, WAACSP Patron and founder of the Consumer Advocacy Foundation of Nigeria, Sola Salako-Ajulo, expressed optimism over the improvements observed. “This is a very encouraging report. Last year, the situation was quite discouraging. Seeing an improvement this year indicates that some efforts are being made in the sector. However, there is still a need for continuous progress. Nigeria has yet to reach the desired level of customer service culture,” she stated.
She further emphasized that with the annual NCSI reports providing feedback to service providers, there would be greater motivation to enhance service quality. “If we are treated better as consumers, we will spend more, and increased consumer spending will ultimately benefit the economy,” she added.
In his keynote address, WAACSP Fellow Tunji Adeleye underscored the importance of measuring customer service performance. “The first step toward improving customer service in Nigeria is establishing a standard metric that reflects public perception. What cannot be measured cannot be improved,” he said. He also stressed that businesses must recognize the critical role customers play in their success.
Chris Anozie, Team Lead of the NCSI group, echoed this sentiment, stating that most of the rated services are not provided for free. “Service providers must acknowledge their responsibility to deliver the quality of service that customers pay for and deserve, in line with global standards,” he asserted.
The 2024 NCSI survey, conducted online via www.nigeriacsi.org, recorded over 16,000 submissions—marking a 104% increase from 7,788 responses in 2023. The survey ran from May 1 to December 31, 2024, and collected feedback from respondents across Lagos, Abuja, Oyo, Kaduna, Rivers, and Enugu, covering diverse demographics.
More than 1,000 organizations and companies participated, with only those receiving over 50 valid ratings qualifying for evaluation. The report assessed 12 sectors and 21 sub-sectors based on eight key performance indicators.
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