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The Founder of the Customer Experience Professionals Ghana Association (CXP), Esther Dokuwaa Ofosuhene, has urged businesses to be intentional and strategic in delivering products and services that genuinely meet customer needs.
She stressed that customer service should go beyond polite gestures and apologies, highlighting the need for organisations to embed customer experience principles in every aspect of their operations.
Ms Ofosuhene called on companies to include customer experience professionals in high-level decision-making, noting that their insights are crucial for designing products and services that foster lasting satisfaction and brand loyalty.
She further explained that a well-crafted customer journey not only enhances revenue growth but also helps reduce risks such as customer complaints, attrition, and potential regulatory challenges.
Speaking at the 5th Annual CXP Ghana Conference and CXX Awards in Accra on October 10, 2025, Ms Ofosuhene stated that customer experience should be regarded as a core strategic function within organisations rather than merely a soft skill or an afterthought.
“We always think customer experience is smiling and saying, I am 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.
“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 said.
The founder explained that when businesses design an effective customer journey, they naturally build satisfaction and loyalty, encouraging customers to return repeatedly.
She said satisfied clients often promote brands through word-of-mouth, helping companies grow their market share, boost profitability, and reduce risks such as complaints, customer loss, and regulatory penalties.
“You increase your market share, profitability, and revenue while reducing your risks, risks of complaints, losing customers, and even regulatory sanctions,” she added.
The Minister of State for Special Initiatives, Emmanuel Kwadwo Agyekum, who represented the Chief of Staff, said that investors, tourists, and business visitors become brand ambassadors for Ghana when they receive quality service.
He said Ghana has strategically positioned itself as a hub of hospitality and a preferred destination for trade, investment, and tourism through its stable environment, welcoming culture, and growing business opportunities.
"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.
Mr Agyekum emphasised that the time has come for the government to prioritise customer experience as a national development agenda, recognising its vital role in improving public service delivery, boosting business competitiveness, and enhancing citizen satisfaction.
"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.
"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," he said.
