The Chief Executive Officer of Dalex Finance, Joe Jackson, has cautioned companies against assuming that digitising their services automatically improves customer experience.

Speaking to the media at the 6th annual CXP Ghana Conference and CXX Awards, held at the Labadi Beach Hotel on October 9, 2026, Joe Jackson said companies should make their apps more user-friendly to enable customers to access services independently without relying on others for assistance.

According to him, businesses must prioritise simplicity and convenience when developing digital platforms for customers rather than focusing solely on introducing apps with multiple features.

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“Every company is saying we want to digitise. So the improvement of customer service says that I want to transform my customer service. I want to give my customers a digital experience.

“But the thing people forget is that making a bad process digital doesn’t make it a good process. Giving me an app with plenty of features does not make it a good experience. What gives me a good experience is if it is simple, if I can use it without depending on someone,” he said.

He explained that although digital platforms may eliminate the need for customers to queue at physical branches, poorly designed systems could simply transfer the inconvenience to their homes.

“Otherwise, what happens is that the queuing is going to stop at your branch. But the queuing is happening in my home.”

Joe Jackson, however, expressed optimism that customer experience in Ghana would improve as businesses increasingly recognise its importance in attracting and retaining customers.

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He noted that companies must understand that customers who receive poor service can choose to take their business elsewhere, forcing service providers to improve their operations to remain competitive.

According to him, although economic challenges in recent years may have affected how aggressively some companies invest in customer experience, the situation is gradually improving.

“The customer experience will get better, even as companies start to compete more. Companies are starting to realise that customer experience is part of what will attract customers to them,” he added.

JHM/BAI