THOUGH customer service is reported to be improving in Nigeria’s telecommunications sector, 32 per cent of telephone users are still very dissatisfied with services offered by mobile network operators, especially the quartet of MTN, Airtel, Globacom and 9mobile.
Nineteen per cent of subscribers also fumed at customer services by Internet service operators (ISPs) in the country. Battered the most are the electronic commerce (eCommerce) players within that ecosystem.
This was revealed in the Nigeria Customer Service Index report, unveiled in Lagos on Monday, by the West African Association for Customer Service Professionals (WAACSP), which assessed 12 sectors divided into 21 sub-sectors, using eight key evaluation parameters.
Parameters including trust, branch availability, branding and appearance, competence, complaint resolution, ease of doing business, processes and procedures, professionalism and customer-centred innovations were tested.
On the specific parameters, the report said customer trust is built on a company’s ability to create meaningful connections through transparency, reliability, honesty and sensitivity to customer needs. It noted that a trustworthy organisation fosters confidence by consistently demonstrating ethical behaviour and dependability in its interactions.
Speaking on professionalism, WAACSP described this as the quality of service delivered by employees, encompassing courteous behaviour, a helpful and patient attitude, respect for customers, and a willingness to actively listen and address concerns in a constructive manner.
The report added the effectiveness of a company’s approach to handling customer complaints is crucial in determining service quality. This metric examines how promptly and efficiently customer grievances are addressed, ensuring issues are resolved in a way that improves overall satisfaction and fosters long-term trust.
According to WAACSP, sectoral performance results, however, showed varying trends, with some sectors making significant progress, while others declined or remained stagnant.
WAACSP in the 134-page report, revealed that generally, while 23 per cent of the respondents stayed neutral, 45 per cent claimed customer services from the MNOs were positive.
According to the report, 66 per cent of respondents applaud MTN, Airtel, 64 per cent; Globacom, 62 per cent and 9mobile, 52 per cent.
ISPs saw 50 per cent positive customer service, while 31 per cent stayed neutral, however, huge public sentiment went the way of FibreOne with 76 per cent; IPNX, 74 per cent; Starlink, 68 per cent; Spectranet, 66 per cent and Smile, 65 per cent.
Accordingly, the report noted that Nigeria’s telecommunications sector in 2024 was characterized by significant growth and expansion, although challenges persist. It noted that the sector’s GDP growth rate is projected at 14 per cent, driven by increased demand for data services and the mobile sector’s contribution to the digital economy.
With a rapid shift from voice to data services, the report said the market is expected to continue its growth trajectory, supported by increasing internet penetration and mobile data adoption.
However, despite its growth potential, the telecommunications industry, the survey noted, faces several challenges, including high operating costs, multiple taxes, and regulatory burdens, which stifle profitability development and infrastructure.
Additionally, WAACSP said inconsistent power supply and limited broadband coverage in rural areas hinder effective service delivery, impacting the sector’s ability to reach all Nigerians. It said the regulatory landscape remains complex, with dominant operators required to adhere to various compliance measures, which sometimes hinder competition and innovation.
However, the report said the sector also presents significant opportunities. It noted that the rise of mobile broadband services, advancements in 5G technology, and the expansion of Internet connectivity to underserved areas offer prospects for future growth.
According to it, the government’s ongoing efforts to address regulatory concerns, such as the National Broadband Plan 2020-2025 are expected to alleviate some of the current challenges and enable more inclusive development.