Despite reported improvements in customer service across Nigeria’s telecommunications sector, a number of mobile users remain dissatisfied with service delivery.
A new report by the West African Association for Customer Service Professionals (WAACSP) has revealed that 32% of mobile subscribers are highly dissatisfied with the quality of service, unresolved complaints, poor network performance and inefficiencies in customer support.
The findings, contained in the Nigeria Customer Service Index, assessed customer experience across 12 major industries, including telecommunications, internet service providers (ISPs) and e-commerce.
While the study acknowledged improvements in service delivery, customer sentiment remains divided. According to the report, 45% of respondents rated telecom customer service as positive while 23% remained neutral, signaling a mixed performance within the sector.
Service Gaps Persist Despite Industry Growth
The Nigerian telecom industry has witnessed significant growth, driven by rising mobile penetration, increased demand for data services and the expansion of broadband infrastructure.
The sector, projected to contribute 14% to GDP in 2024, has become a vital component of Nigeria’s digital economy.
However, structural challenges persist. Frequent network downtimes, dropped calls, delayed responses to complaints, and billing discrepancies remain common concerns among consumers.
Despite the expansion of 4G and emerging 5G networks, broadband penetration in rural areas remains limited, exacerbating accessibility challenges.
ISPs recorded better customer satisfaction ratings with FibreOne (76%), IPNX (74%), Starlink (68%), Spectranet (66%), and Smile (65%) leading in positive customer sentiment.
In contrast, the traditional mobile network operators continue to struggle with high customer dissatisfaction levels.
Telecom Operators Face Mounting Pressure
The WAACSP report highlights the need for stronger customer engagement, improved service responsiveness, and a more consumer-centric approach to addressing grievances.
Key evaluation metrics included trust, ease of doing business, professionalism, complaint resolution, and technological innovation.
Industry analysts warn that persistent service gaps could erode customer trust and loyalty, particularly as competition intensifies among service providers.
MoThe cost of mobile data, service disruptions, and network congestion remain pressing issues for consumers who increasingly rely on mobile services for business and daily communication.
The report also pointed to the impact of regulatory and economic challenges on telecom service delivery. High operating costs, multiple taxation policies, inconsistent power supply, and foreign exchange volatility continue to affect the industry’s ability to invest in infrastructure and enhance service quality.
E-commerce Sector Faces Similar Scrutiny
Beyond telecoms, customer dissatisfaction extends to Nigeria’s e-commerce sector, which has experienced rapid growth due to increasing internet penetration.
The report found that while 57% of e-commerce customers expressed satisfaction, 13% reported negative experiences with complaints centered around poor customer support, unreliable logistics, payment system failures, and cyber fraud risks.
Online platforms such as Slot (74%), Jumia (72%), Konga (68%), and Jiji (65%) ranked highest in customer satisfaction, while the overall performance of the e-commerce sector dropped by 60% due to lingering concerns over trust and service quality.
Call for Reforms in Customer Service
WAACSP has urged the telecommunications and e-commerce sectors to adopt global best practices in customer service delivery. The association’s recommendations include:
- Enhancing customer feedback mechanisms to improve service response times.
- Promoting a customer-centric culture within telecom and digital businesses.
- Leveraging artificial intelligence (AI) and automation for quicker resolution of complaints.
- Strengthening regulatory oversight to ensure compliance with service quality benchmarks.
As Nigeria’s digital economy continues to expand, consumer trust and satisfaction will play a crucial role in sustaining industry growth. For telecom operators and e-commerce businesses, addressing these challenges is no longer optional but a necessity for long-term market relevance.
