Nigeria’s customer satisfaction index climbs to 67% — Report
Nigeria’s Customer Satisfaction Index rose to 67 per cent in 2024, marking a steady improvement from 61 per cent in 2023, according to the newly released State of Customer Service in Nigeria Report 2024.
The report, unveiled on Monday by the West Africa Association of Customer Service Professionals in Lagos, provides insights into how businesses and institutions are responding to customer expectations across multiple sectors.
The survey, conducted online via www.nigeriacsi.org, gathered over 16,000 responses—more than double the 7,788 submissions recorded in 2023.
From May 1 to December 31, 2024, the study captured feedback from respondents across Lagos, Abuja, Oyo, Kaduna, Rivers, and Enugu, reflecting a broad demographic mix in terms of age, education, and income levels.
While the overall 67 per cent rating suggests an improving service culture, the sector-by-sector breakdown revealed gains and setbacks.
Transportation emerged as the best-performing industry with a 73 per cent satisfaction score, overtaking the hospitality sector, which slipped from its leading position in 2023 to 72 per cent.
The public sector recorded the biggest leap, rising from 47 per cent in 2023 to 63 per cent in 2024, reflecting efforts to enhance efficiency in government service delivery.
Telecommunications improved, climbing from 58 per cent to 63 per cent, while healthcare services advanced from 62 per cent to 70 per cent financial services also saw progress, increasing from 66 per cent to 72 per cent.
However, some industries continued to struggle: E-commerce recorded the sharpest decline, dropping from 68 per cent in 2023 to 60 per cent in 2024, raising concerns over logistics issues, delayed refunds, and customer service inefficiencies.
Power (61 per cent) and real estate (62 per cent) remained among the lowest-rated sectors, signalling ongoing service delivery challenges.
Despite these disparities, the report acknowledged that many businesses made concerted efforts to improve customer engagement, even amid infrastructure and manpower constraints.
During the presentation of the report, a fellow of WAACSP, Olatunji Adeleye, said the increased participation in the survey reflected a growing awareness of customer service standards in Nigeria.
He noted that while progress had been made, there was still room for improvement, particularly in sectors struggling with service efficiency.
The number of organisations listed in the NCSI rankings also grew, increasing from 537 in 2023 to 1,019 in 2024. The assessment covered 12 sectors and 21 sub-sectors, using eight key customer service evaluation criteria.
The report identified top-performing companies across various sectors based on customer feedback. In banking, Wema Bank, First Bank, Sterling Bank, Access Bank, and UBA ranked highest.
In fintech, Opay and Moniepoint stood out, while Ibom Air, Air Peace, and Arik Air led in the aviation sector.
Commenting on the findings, Head of Consumer Protection at Sterling Financial Holdings, Ogechi Obiodu, emphasised the role of efficiency in shaping consumer preferences within Nigeria’s financial services sector.
“The fintech space is becoming more competitive, and customers naturally gravitate towards platforms that offer the best efficiency,” Obiodu said.
“Beyond financial education, consumers are increasingly aware of their options and are prepared to switch services if they find a better alternative. This competition drives innovation, but financial institutions must also ensure that service delivery remains safe and reliable.”
In the power sector, Ikeja Electric was rated the best performer. MTN and FiberOne topped the telecommunications category, while Reliance Family Hospital and Uni-Abuja Teaching Hospital ranked highest in healthcare.
