Online Reporter
Business Reporter
Zimbabwe’s 2024 National Customer Satisfaction Index (NCSI) has climbed to 66 percent, marking a significant improvement from 60,2 percent in 2020 and reflecting a steady rebound in client service quality across the country.
This upward trend signals the growing impact of digital transformation on service delivery, with many sectors embracing technology to enhance customer interactions, reduce friction and improve service efficiency.
The annual NCSI is carried out by the Chartered Institute of Customer Management (CICM) in collaboration with the Customer Experience Association of Zimbabwe (CXAZ).
The improvement is driven by notable gains in sectors that have embedded customer experience into their core strategies.
Hotels and lodges emerged as the top performers in 2024, with a CSI of 87 percent, up from 72 percent in 2023.
Tour operators and travel agencies, factored into the NCSI report for the first time, started with a strong 82 percent, underscoring the tourism sector’s rebound post-Covid-19.
Courier services (79 percent), mobile financial services (77 percent) and the banking sector (73 percent) also registered impressive scores, thanks to better customer experience training, personalised services and responsive feedback systems.
In contrast, sectors like local authorities (43 percent), public service agencies (49 percent) and hospitals and clinics (51 percent) remained at the lower end of the index.
The transport sector (53 percent) and microfinance (58 percent) also scored below the 2024 average rating of 66 percent, pointing to systemic inefficiencies that continue to frustrate consumers.
Interestingly, some sectors saw declines despite overall national progress.
The retail sector (groceries) dropped from 66 percent to 61 percent, possibly due to rising costs and supply chain inconsistencies.
Similarly, the transport sector fell from 54 percent to 53 percent, while local authorities dipped from 45 percent to 43 percent, raising concerns about service backsliding in these everyday essentials.
Said CXAZ executive secretary Dr Rinos Mautsa:
“While Zimbabwe’s CSI rating of 66 percent is slightly above the Sub-Saharan Africa regional average of 62 percent, it remains below the recommended best practice of an average CSI rating of 76 percent.
“A national push to improve service standards, guided by data-driven insights and customer-centric reforms, could further strengthen Zimbabwe’s competitiveness.”
A closer look reveals a more complex service landscape shaped by the country’s informal economy.
A comparative analysis shows big corporates lead the pack with a CSI of 66,4 percent, while SMEs follow closely at 62 percent.
At the bottom are vendors, scoring just 46 percent, dragged down by inconsistent service quality and limited infrastructure.
Yet, SMEs show promise.
Often owner-managed, these enterprises benefit from a hands-on approach that fosters trust and responsiveness, especially in sectors like tourism and retail.
Their biggest weaknesses remain professionalism and consistency, areas that could improve with targeted capacity-building.
Vendors, meanwhile, dominate the informal economy but often lack the tools and systems needed for reliable service, which depresses their CSI.
As informal and semi-formal economic actors form a vital part of the country’s service ecosystem, incorporating them into national service improvement strategies is essential.
The FinScope Micro, Small and Medium Enterprises Survey Zimbabwe (2022), revealed that Zimbabwe had 1 639 807 MSME business owners, employing 1 704 454 people and generating a combined annual turnover of US$14,2 billion.
According to the report, these MSMEs’ contribution to the country’s gross domestic product was calculated at around US$8,6 billion.
Observers say by extending training, digital tools and customer experience frameworks to SMEs and vendors, Zimbabwe can bridge the satisfaction divide, build stronger consumer trust and sustain the momentum of its economic recovery.
