Customer care and service experience: Integral elements of brand positioning

In an increasingly competitive and glo­balised marketplace, businesses are now compelled to place significant emphasis on their customer care and service experience. These two elements are no longer mere­ly functional components of a business but have become indispensable in shaping how a brand is perceived. In particular, delivering exceptional customer care and ensuring a seamless service experience have long become crucial for brands or businesses in Ghana, not only for survival but also for creat­ing a competitive advantage in a rapidly evolving economic landscape. It is scholarly argued that a brand’s outlook, how it is viewed and remembered by consumers, is intrinsically linked to these experiences (customer care and service experience).

The Ghanaian consumer: Ris­ing expectations and awareness

The Ghanaian consumer is evolving rapidly. With increased exposure to global markets, international brands, and digital innovations, their expectations have shifted significantly. They no longer prioritise just the product or service offered; they also focus on the quality of interactions with businesses or brands. This means timely responses, professionalism, personalised experiences, and empathy are key determinants of customer satisfaction, brand trust, and brand loyalty.

Consequently, negative expe­riences can quickly gain traction across channels, including on­line and social media, tarnishing a brand’s image within seconds. Conversely, positive experiences often result in organic promo­tions, as satisfied customers share their experiences with friends and family. Given the community-oriented nature of Ghanaian society, where word-of-mouth recommendations remain highly influential, brands or businesses must prioritise customer care and service expe­rience and customer satisfaction to sustain trust, loyalty and growth.

Customer care and service experience: Two sides of the same coin

While customer care in­volves direct interactions with customers to address their needs, grievances, and inquiries, service experience encompasses the broader customer journey from the first touchpoint with the brand to post-purchase support. The interplay of these two factors creates an overall perception of a brand. Exam­ple, for a financial institution that provides innovative digital banking solutions, the technol­ogy might be cutting-edge, but poor customer support during point of transactions, onboard­ing or when resolving com­plaints could lead to dissatisfac­tion and, ultimately, customer churn. On the other hand, brands that combine robust service delivery with proactive customer care build trust and loyalty over time. This synergy between service experience and customer care is what separates thriving brands from mediocre ones in a competitive business environment.

Strategies for improvement

To achieve sustainable growth in a competitive environment, businesses in Ghana must adopt deliberate, customer-centric strategies that enhance ser­vice delivery and foster brand loyalty. Leveraging technology, such as customer relationship management (CRM) systems, queuing management systems, and AI-powered tools like chat­bots, can streamline customer data management and ensure efficient complaint resolution. Establishing robust feedback mechanisms, including surveys, suggestion boxes, and social media engagement, is essen­tial for gathering insights and addressing customer concerns promptly.

Employee training and de­velopment should focus on key skills like communication, active listening, attitude, empathy, and conflict resolution, while also promoting emotional intelli­gence to improve customer interactions.

A strong customer-centric culture, led by management, should emphasize the impor­tance of customer satisfaction at all organisational levels, encouraging employees to adopt a service-oriented mind­set. Additionally, loyalty pro­grammes, personalised offers, and discounts can strengthen relationships and reward long-term customers. Businesses must also focus on their digital presence, using platforms like social media to interact with customers, resolve complaints, and showcase brand values, ensuring trust and engagement in the increasingly competitive marketplace. Through these measures, Ghanaian businesses can transform challenges into opportunities for delivering ex­ceptional customer experiences.

Conclusion

It is important to note that customer care and service expe­rience have evolved from being mere operational necessities to strategic imperatives that are crucial for building and main­taining a strong brand outlook. As consumers’ expectations continue to rise, brands that place a premium on customer care and service experience will benefit from greater customer loyalty, positive word-of-mouth, and an expanded market pres­ence. This reality underscores the importance of integrating exceptional customer care into the core business strategy. It is not just a sound business practice; it is the foundation of long-term growth and sustained success.

The writer is Brand Advo­cate, and Head of Marketing and Communications of Ag­ricultural Development Bank (ADB) PLC

BY MOHAMMED ALI