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Tuesday, January 28, 2025
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Wednesday, January 8, 2025
2024 West Africa Banking Industry Customer Experience Survey
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| Dear Cherished Respondent, We are pleased to announce the second edition of KPMG in West Africa’s comprehensive customer research publication—our fifth edition in Ghana. The macroeconomic landscape in Ghana has shown little improvement over the past year, continuing to impact both individual and business customers, with eroding purchasing power and struggling businesses defining the operating environment. Our research highlights that customers remain highly value-driven, carefully weighing price and peer reviews before committing to purchases. The second year of the ongoing debt restructuring programme continues to influence economic stability and customer behaviours. In a continuing trend from last year, macroeconomic pressures have constrained real income and spending patterns, keeping the focus on savings and investments. Positively, the banking industry recorded an improvement in the empathy pillar, demonstrating a better understanding of customer needs compared to last year. As artificial intelligence integrates deeper into daily life, customers’ expectations are rising, increasingly shaping their banking experiences. This report examines how leading global brands, including financial services providers, are leveraging AI to enhance customer experiences by focussing on human behaviour and creating seamless journeys. This year’s research demonstrates that customers are learning to adapt and strive for resilience amid challenging contexts. For individuals, this often means taking on extra jobs, starting new businesses, or even relocating to other climes. For businesses, resilience translates to forging mutually beneficial partnerships, strategically managing costs, and pursuing opportunities for growth. Banks must recognise that, while customers are finding ways to adapt, their expectations are also evolving. Loyalty is no longer a given but a tradable commodity. Therefore, understanding these shifting expectations—especially for business customers—requires banks to listen actively and collaborate meaningfully to address their unique needs. We are extremely grateful for your contribution to this year’s report. Your support continues to enrich our understanding of the complexities of today’s banking environment. Click here to read more and to read the full featured thought leadership. Thank you. | | ||
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