As Ghana joins the rest of the world to mark Customer Service Week, attention is once again turning to how businesses treat their customers and what more can be done to make service quality a true priority rather than a yearly slogan.

From marketplaces, salons, and food joints to banks, telecom firms, and retail outlets, customer service remains one of the biggest factors influencing where Ghanaians choose to spend their money.

Yet, stories of rude attendants, long queues, and unattended complaints still dominate customer experiences across sectors.

One customer who spoke to Citi Business News shared her frustration, particularly with some telecom companies.

“Most of the telecom companies don’t attend to you on time. Before you get a customer service to talk to, you have to dial so many numbers. But the insurance companies — their customer service is okay,” she quipped.

But service providers also have their side of the story.

A beauty shop owner, Salamatu Abdulai, said while customers may sometimes be difficult to deal with, service providers are also doing their best to maintain professionalism and patience.

“The customers that come, if you are not patient with them, you can’t work with them. But as a business person, you have to be patient whether the person is right or wrong,” Salamatu Abdulai stressed.

Meanwhile, consumer advocacy group CUTS International says businesses must begin to see customer satisfaction as central to growth and competitiveness, not just a compliance requirement.

Its West African Regional Director, Appiah Kusi Adomako, emphasized the need for companies to offer stronger after-sales support and genuine care for their clients.

“Businesses in Ghana don’t even have after-sales support services. Whenever you buy products, it is likely that they will tell you that goods are not returnable. As we celebrate World Customer Service Week, it is a question we have to ask ourselves — whether Ghanaian customers are getting the best they deserve. I think the answer is no!” Appiah Kusi Adomako emphasized.

As the week-long celebration continues, many consumers say they hope this year’s observance will spark real change — one that ensures service excellence becomes the norm rather than the exception in Ghana’s business environment.