Zim’s service sector shows improvement, but still lags

The state of service quality in Zimbabwe has shown improvement but remains below international standards, according to the 2024 State of the Service Economy Survey (SOSES 2024).

The main objective of the study was to measure service delivery across various sectors in the country and identify key measures and outputs that will inform and improve on the state of service quality in Zimbabwe.

The SOSES 2024 shows that the National SOSES Services Index (NSSI) stood at 72 percent in 2024, up from 69 percent in 2023.

The NSSI, which was curated and bankrolled by ZB Financial Holdings, represents the aggregate performance of the Zimbabwe service economy.

While there is a three percentage point improvement on the NSSI, the 72 percent is still below the international benchmark of 75 percent and above.

The survey encompasses a wide range of services, including banking, microfinance, insurance, assurance, agriculture, telecommunications, transport, education, health, retail, tourism, real estate, and Government-linked services such as city councils, Zimbabwe National Revenue Authority (ZINWA) and Government Hospitals.

Supermarkets seem to be the best performer in terms of quality service provision with a highest NSSI rating of 84 percent and a lowest of 65 percent.

For this sector, customers prioritise a smooth and efficient shopping experience with functional equipment and minimal wait times.

The banking sector, formal clothing sector travel agencies and the hotel sector seem to be doing above average with the highest NSSI rating of 82 percent for all sectors and a lowest ranking of 64 percent, 71 percent, 69 percent and 70 respectively.

Public utilities, however, fell far short of expectations with ZETDC having its highest NSSI rating at just 57 percent and the lowest rating at just 37 percent.

According to Mr Tapfuma Gonyora, who presented survey findings on behalf of Consumer Feedback Consultancy, the survey findings uncover that customers of public utilities prioritise accurate billing above all else, highlighting a strong need for transparency and truth in the billing processes.

Consistent service availability comes as a close second, emphasising the essential nature of these services and the expectation of reliable access.

“While speed of service and reasonable rates are also important, they are secondary to the fundamental need for accurate and consistent service provision.

“This suggests that public utilities should prioritise clear and transparent billing practices, invest in infrastructure to ensure consistent service availability, and proactively address any billing discrepancies to maintain customer trust and satisfaction,” Gonyora said.

Giving opening remarks, ZB Financial Holdings chief executive officer, Dr Shepherd Fungura said the survey was established last year so that there is “a true reflection on what we do, and how it impacts society, and

how it impacts our customers”.

Dr Fungura said customer insights were now quite imperative in the service industry “as they help us understand the needs of customers so that we are able to provide a desired solution, which may be in the form of products or services”.

He added that the survey will help to track and create a baseline for measuring customer experience across various services industries, including private sector, government, and quasi-government

entities.

“We want to see and look at the insights of the services economy so that we can reform all the standards the way we are at the moment, and then we can discuss, look at what we can do and what we can’t do,” said Dr Fungura.

Guest of honour and Zimbabwe Chamber of Commerce chief executive officer Chris Mugaga said what is important is not the survey results, but how stakeholders in various sectors respond to that.

“As we are carrying out our survey the story should be, what do we do with the numbers we are going to get from the market regarding the survey? How do we model and get that type of a model which speaks into predicting the

expectations of a customer?

“…customers are not happy, so if they are not happy, so what? It has to be an agenda.

In his concluding remarks, Gonyora highlighted the need for significant improvement in the ease of doing business in Zimbabwe, especially in sectors with lower customer satisfaction scores.

The consultancy recommends streamlining processes, reducing bureaucratic hurdles, and enhancing transparency to create a more efficient and customer-friendly environment.

The report also emphasised the importance of conducting frequent customer satisfaction surveys across various sectors to foster a culture of service excellence.

This approach can significantly impact the country’s economic growth by attracting both domestic and foreign investments, Gonyora said.

Furthermore, the consultancy suggested that the Services Sector Operational Strategy (SOSES) 2025 should include the professional services sector, recognizing its crucial role in national development.

“This inclusion would help to elevate the standards of legal, medical, accounting, and audit services, among others.”-herald