Customer experience and satisfaction in Ghana’s banking sector improved in 2025, but not evenly.
This was revealed by findings from the 2025 West Africa Banking Industry Customer Experience Survey conducted by accounting and auditing firm KPMG.
The findings show that while retail and corporate customers are enjoying better services, small and medium-sized enterprises (SMEs) are being left slightly behind.
According to the survey, overall satisfaction across the banking sector continued its upward trend in 2025, reflecting a gradual recovery after years of economic strain. Retail banking satisfaction climbed to 79.0 in 2025, up from 76.2 in 2024 and 72.5 in 2023, marking its strongest performance in the period under review.
Corporate banking also recorded an even stronger rebound, rising to 82.2 in 2025 from 78.1 in 2024. This represents a sharp five-point year-on-year improvement, which is the biggest gain among all segments.
According to the report, these gains point to banks finally stabilising core operations. Improved digital platforms, fewer service disruptions, and smoother transaction processes are translating into more reliable experiences for retail customers. For corporate clients, streamlined relationship management, faster turnaround times, and better-tailored financial solutions appear to be paying off.
However, the case is different for SME banking during the period under review. After rising steadily from 69.6 in 2022 to 80.8 in 2024, SME satisfaction slipped to 79.7 in 2025, a one-point decline.
While modest on the surface, the drop is significant because it contrasts sharply with the strong upward momentum in the other segments.
KPMG points to structural challenges as the main reason. As banks invest heavily in digital retail platforms and sophisticated corporate solutions, SMEs continue to struggle with access to timely credit, relationship support, and flexible products that reflect the realities of their businesses.
Lending processes for SMEs remain cumbersome, documentation-heavy, and slower compared to the relatively seamless experiences enjoyed by larger corporates.
The survey suggests a growing divide in banking experiences. It indicates that customers with scale, data, and bargaining power are benefiting most from service improvements, while SMEs, often seen as higher-risk and more resource-intensive, face persistent friction.
In simple terms, this means that while a retail customer can open accounts, transfer funds, or resolve issues digitally with ease, and corporate clients can rely on dedicated teams and customised solutions, many SMEs are still navigating delays, rigid credit assessments, and limited advisory support.
The findings raise an important question for Ghana’s banking sector as far as SME financing is concerned. This brings forth the question: can service improvements be considered truly inclusive if a critical engine of the economy, SMEs, lags behind?
Although the banking sector is seeing overall improvement in its rising customer experience scores, the data shows that the SME service require significant attention for improvement.
