The Institute of Directors-Ghana (IoD-Gh) has called on corporate boards to prioritize customer-centric strategies in ensuring the success of the African Continental Free Trade Agreement (AfCFTA).
This comes in the wake of comments made by the Pro-Vice Chancellor of Ghana Telecom University, Professor Robert Hinson, on the importance of maintaining a positive customer experience.
In an article published on myjoyonline.com on Monday, March 20, 2023, Professor Hinson bemoaned the lack of attention given to building an appropriate customer experience culture among African businesses.
In response, IoD-Gh has emphasized the role of the Board of Directors in building the right customer experience tradition in corporate entities.
The Institute of Directors-Ghana has reminded Directors, Board members, and the entire business community that customer-centrism continues to be crucial to business growth and good corporate governance. Customer-centricity is a business strategy based on prioritizing customers and placing them at the center of operations in order to deliver a good customer experience and forge lasting bonds.
IoD-Gh has pointed out that research over the years has shown that customer satisfaction has been left to frontline workers in many organizations with very little or no involvement from the board, despite its contribution to the success or failure of an organization. This trend is concerning, considering the advancements made in good corporate governance.
In every organization, the Board should recognize that providing excellent customer experience is crucial to maintaining a strong reputation, building brand loyalty, and achieving long-term success. Customer service is an integral part of the overall customer experience and can make or break an institution’s relationship with existing and potential customers.
IoD-Gh is urging Board members to be more deliberate about attaining customer satisfaction through service strategies. This can be achieved by carefully assessing customer satisfaction and taking calculated measures toward resolving issues that may be raised.
To develop customer-centric strategies, the Board should work with senior management to gather customer feedback, conduct market research, and identify areas for improvement. Transparency and effective communication should be the hallmark of this process.
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As a professional body committed to the practice of effective Corporate Directorship to champion director professionalism and development through good corporate governance, the Institute of Directors-Ghana encourages all businesses to prioritize customer-centric strategies to achieve sustainable growth and success.
This was made in a press release chanced on by Ghana News Guide.
Edited by: Ishmael Awudi
