By Job Ogyigyator
Accra, Ghana – October 10, 2025
Accra, Ghana – October 10, 2025 – As Ghana joins the global community in celebrating Global Customer Service Week under the powerful theme “Mission: Possible,” the AfriMass Network, a leading advocate for media and business empowerment in Ghana, has issued a strong call to the corporate in Ghana to drastically increase investment in customer experience (CX) systems and human capital.
Raymond Smith, Founder and Managing Partner of AfriMass Network, stated in an Interview with Modern Africa online during the International Customer Service Summit in Accra that achieving world-class customer service standards in Ghana is not a far-fetched dream but a highly achievable mission that will unlock new levels of customer loyalty, profitability, and competitive advantage.
“The theme ‘Mission: Possible’ perfectly captures where we are as a country,” Mr. Smith said. “We have the intelligence, the passion, and the talent. What’s missing is the mindset shift — from treating customer service as an expense to seeing it as one of the strongest drivers of profit and competitiveness.”
He added that leadership commitment is key to making this mission a reality.
“The impossible becomes possible when organizations build the right structures, empower their people, and invest in technology,” he said.
Three Key Investment Areas
AfriMass Network emphasized that true customer service excellence requires more than polite staff or friendly smiles. It must be built on a long-term strategy anchored on three core areas:
- Technology Integration: Businesses must go beyond traditional call centers and adopt digital tools such as AI-powered chatbots, self-service portals, and integrated Customer Relationship Management (CRM) systems.
- Training and Empowerment: Continuous, high-quality training should be provided for customer-facing teams, with authority given to them to resolve customer concerns promptly.
- Culture of Accountability: Companies should set clear service goals and ensure that every level of management is accountable for customer satisfaction. Feedback should be used to guide strategic decisions.
Mr. Smith noted that Ghanaian consumers are now more informed and expect better standards.
“With global benchmarks just a click away, customers know what good service looks like,” he said. “The businesses that will lead the next decade are those that move from average to exceptional service delivery. That’s the only way to stand out.”
Service Excellence as Smart Marketing
AfriMass Network also pointed out that superior customer experience has become the most effective form of marketing in today’s competitive market.
Positive word-of-mouth, customer trust, and strong brand reputation, the organization said, are far more cost-effective than traditional advertising. Businesses that deliver exceptional service enjoy higher customer retention and lower acquisition costs.
The Network’s advocacy aligns with its broader goal of promoting sustainable growth and excellence within Ghana’s business ecosystem. AfriMass believes that building a vibrant economy requires trust, efficiency, and a customer-first mindset.
AfriMass Network, together with Customer Service Africa and other partners, has pledged to continue promoting this cause through platforms such as the International Customer Service Summit, business forums, and media training programs.
The organization is urging all Ghanaian companies to embrace this year’s “Mission: Possible” theme and make a firm, measurable commitment to service excellence.
About AfriMass Network
AfriMass Network is a leading organization dedicated to empowering media businesses, entrepreneurs, and professionals across Africa. Through summits, training programs, and strategic partnerships, the Network promotes growth, innovation, and ethical standards in the media and advertising industries, with a focus on sustainable business development.
