By: Mavis Otchere
The Council for Scientific and Industrial Research (CSIR) has taken a significant step toward improving its customer service delivery, particularly in commercialization. A workshop organized by the Food Research Institute’s Commercialization Division brought together key staff, including front desk, marketing, and public relations teams. The objective was to equip participants with the skills needed to provide world-class customer service, ultimately driving satisfaction and loyalty.
According to Prof. Charles Tortoe, Chief Executive Officer of CSIR/FRI, the workshop aimed to empower staff with top-notch customer service skills, emphasizing customer engagement and satisfaction as crucial elements. In today’s competitive market, exceptional customer service is vital for organizational success. By prioritizing customer needs and adapting to emerging trends in service delivery, Prof. Tortoe reiterated that “CSIR seeks to maintain its competitive edge and promote Made-in-Ghana goods.”
The Head of Commercialization,Thomas Najah, at CSIR-Food Research Institute, outlined the workshop’s primary goal as achieving customer happiness. Citing the Marketing Mix Concept, he emphasized the importance of “people”—specifically, understanding and catering to customer needs. “A company’s success hinges on its customers,” he noted, highlighting that providing the right products to customers is crucial for satisfaction and profitability.
CSIR has consistently demonstrated its commitment to customer-centricity and staff development through numerous workshops and training programs. By enhancing customer service delivery, the organization aims to increase customer satisfaction, loyalty, and retention, ultimately driving business growth and sustainability.
According to Mrs. Naomi Appiah, Director of Commercialization at CSIR, understanding the commercialization mandate and its reliance on customer satisfaction is crucial. She emphasized that effective customer service involves positive interactions before, during, and after a purchase or service. She noted that key principles and best practices in service delivery drive customer acquisition, loyalty, and retention.
This initiative also supports Ghana’s economic development goals by promoting local industries and products. By investing in staff development and customer service, CSIR is taking a proactive approach to driving business growth and contributing to the country’s economic development.
Christian K. Atadika, a Ph.D. candidate from the University of Ghana representing Prof. Lord Mensah, emphasized the importance of regular training sessions for research institutes, particularly in marketing and commercial relations. He noted that such sessions enable staff to stay up to date with modern marketing practices, effectively promoting their products and services. Atadika highlighted relationship marketing strategy as a key focus area in driving customer acquisition and retention, ensuring the organization’s sustainability and profitability. “To excel in the marketing sphere, especially in food processing, research institutes must prioritize customer needs in the competitive market,” he stated.
Ebenezer Nkrumah, Head of Commercialization for CSIR Water, discussed the role of Artificial Intelligence (AI) in enhancing customer satisfaction, experience, and loyalty. He highlighted three key areas where AI plays a crucial role: personalization, automation, and content creation. AI empowers businesses to customize services, provide in-depth product information, and influence customer decisions. Additionally, AI automation simplifies tasks, such as email management, enabling businesses to communicate effectively with their audience and build strong customer relationships.
Reginald Atiemo, a Senior Marketing Officer at CSIR’s Institute of Natural Resources, presented on Customer Service and the Business Model Canvas, emphasizing the importance of targeting the right audience. To remain competitive, CSIR must balance affordability with quality, which can be achieved through efficient resource procurement and production. By collaborating with the Crop Research Institute, CSIR leverages resources such as farm gates, labs, and expertise to produce high-quality, nutritious, and affordable food.
The ultimate goal is to promote “Made-in-Ghana” goods by offering quality, branded, and nutritious options to the local market. By streamlining processes and reducing costs, CSIR creates a win-win situation for consumers, businesses, and the private sector. This underscores its commitment to quality service delivery, economic growth, and national development.
