The Africa Customer Satisfaction Index report highlights customer satisfaction improvements, sector disparities, and the need for professional development in CX across Africa.
At the Africa CX Conference and Awards held in Botswana, the unveiling of the Africa Customer Satisfaction Index (ACSI) report served as a pivotal moment for customer experience (CX) professionals from over 17 countries. This comprehensive benchmark, developed by the CICM in partnership with industry associations and universities, aims to enhance customer satisfaction across the continent and engage governmental institutions in meaningful ways. The ACSI report is a product of the Chartered Institute of Customer Management (CICM) since 2016.
The ACSI employs a sophisticated multi-equation econometric model, akin to the framework established by the American Customer Satisfaction Index. This model provides a detailed country-by-country analysis of service quality attributes and CX parameters, yielding critical insights across 17 sectors and 21 countries. The 2025 results indicate a slight improvement in overall customer satisfaction, rising from 62% in 2024 to 63% in 2025, yet the Expectations Index is notably high at 72%, signaling that the African consumers are increasingly demanding more from the services they receive.
The report engaged 132,000 respondents from 21 countries. However, a concerning statistic revealed that only 13% of CX managers hold professional certifications, highlighting a significant gap in industry. Consumer confidence in Africa stands at 56%, with the hospitality sector rated highest at 87%, while local authorities at the lowest with a disappointing score of 44%. This disparity points to an urgent need for improvement in public service delivery.
Dr. Rinos Mautsa, Chairperson of the Africa Customer Satisfaction Index Research Committee, emphasized the urgency of these findings, stating, “The ACSI is not merely a collection of statistics; it’s a vital tool for businesses to understand and elevate customer experience. Our insights empower stakeholders to foster a culture of customer-centricity across Africa.”
The report also identified key decision drivers influencing customer satisfaction, including staff attitude (25%), speed of service (22%), and service product quality (20%) in the order. Regional customer satisfaction index performance varied significantly, with Southern Africa scoring the highest at 66%, Eastern Africa at 65%, Western Africa at 62%, and Central Africa lagging at 58%. These insights reveal both strengths and areas for improvement across the continent.
To address the challenges impacting customer satisfaction—such as poor staff attitudes, unintegrated systems, and a lack of focus on CX at the executive level—the report recommends fostering collaboration across industries and engaging various CX associations. Additionally, it calls for investing in professional development for CX professionals to increase understanding and advocating for the prioritization of customer experience on national agendas for African countries.
Chartered Institute of Customer Management CEO Ricky Harris echoed the need for a collaborative approach, stating, “This report underscores the imperative for partnerships among stakeholders. By working together, we can leverage our collective expertise to improve customer experience throughout Africa.”
Looking ahead, the 2026 ACSI report promises to expand its research team by involving more tertiary institutions, aiming for a more comprehensive analysis of customer satisfaction in all African countries. This upcoming report will be presented at the 2026 Africa CX Conference and Awards in Sandton, South Africa.
As the ACSI continues to delve into the intricacies of customer satisfaction, it stands as a critical step toward understanding and improving the CX landscape in Africa. By engaging diverse stakeholders and expanding its geographic reach, the ACSI aims to drive meaningful changes that resonate throughout the continent, ultimately fostering an environment where customer experience is at the forefront of business priorities.
If you are ready to improve your organization’s customer experience and become part of a larger movement focused on excellence, visit CICM’s LinkedIn and CICM’s Facebook to learn more. Together, we can shape a future where customer satisfaction is at the heart of business success.
