Our report reveals companies in Nigeria with high customer support needs. We researched the search volume of keywords related to customer care support. For instance ‘[company] customer care number’, ‘[company] customer support’, ‘[company] customer care email’ etc.
These keywords were clustered for each company and the total volume was acquired using data from Ahrefs. Queries searched on Google were analyzed.
Why did we use data only from Google Search?
This is because Google is the dominant search engine in Nigeria. According to Semrush (January 2024), Google is the most visited site in Nigeria.
Using data from Google provides a more accurate result.
Listed Companies
As noted earlier, we researched companies with high customer support needs in Nigeria based on related search queries. The data was sourced in February 2024 and thus reflects the average search volume from January 2023 to January 2024.
Companies not listed in these data do not have a significant amount of monthly searches for customer-related keywords. The companies listed here have at least 1,000 customer support-related search queries on Google monthly.
We do not intend that this is a comprehensive list of all companies in each category, we only listed companies with a high demand for support based on Google search.
We categorized these companies into three sectors.
- Commercial Banks
- Microfinance Banks
- Television Cable Networks
Let’s look at the commercial banks sector.
Commercial Banks with High Customer Support Needs in Nigeria
These are the list of commercial banks with high customer support needs in Nigeria arranged in descending order.
| Commercial Banks | Average Monthly Search Volume |
| UBA | 119,650 |
| Access Bank | 93,720 |
| GTB | 87,010 |
| Zenith Bank | 42,000 |
| First Bank | 24,910 |
| Fidelity Bank | 19,740 |
| Wema | 19,520 |
| Union Bank | 16,100 |
| Sterling Bank | 5,640 |
| Standard Chartered Bank | 3,330 |
| Unity Bank | 2,150 |
| FCMB | 1,240 |
Note that the volume in its table is not for a single keyword, it is the volume for all customer-related keywords for each brand. For instance, 119,650 volume for UBA includes terms like:
| uba customer care | 60,530 |
| uba customer care number | 32,640 |
| uba customer care number lagos | 18,210 |
| uba customer care number yenagoa | 60 |
| uba customer care service | 200 |
| uba leo | 8,010 |
| Total | 119,650 |
According to the data provided UBA customers have the highest demand for customer support, next to them is Access Bank, while GT Bank comes in third place.
Search Terms for Access Bank
| access bank customer care | 690 |
| access bank customer care number | 2,200 |
| access bank customer care number lagos | 4,050 |
| access bank customer care number nigeria | 430 |
| access bank customer care whatsapp number | 710 |
| access bank email address | 340 |
| access bank live chat | 6,300 |
| access bank online customer care | 370 |
| access closa customer care | 60 |
| access customer care number | 78,570 |
| Total | 93,720 |
Search Terms for GT Bank
| gtb customer care number | 800 |
| gtb customer care number asaba | 60 |
| gtb customer care number lagos | 5,830 |
| gtb customer care number osogbo | 60 |
| how do i contact gtb customer service | 910 |
| gtb whatsapp number | 7,270 |
| how do i contact gtb customer service | 910 |
| gtbank customer care email | 240 |
| gtbank customer care number lagos | 430 |
| gtbank live chat | 70,380 |
| gtbank live chat on whatsapp | 120 |
| Total | 87010 |
Micro-Finance Banks with the Highest Need for Customer Support in Nigeria
From our research, Opay stands out as the number one micro-finance bank with the highest need for customer support in Nigeria.
Let’s look at the list of micro-finance banks with the highest customer service needs in descending order.
| Micro-Finance Banks | Cluster Search Volume |
| Opay | 36,180 |
| Kuda | 26,850 |
| Palmpay | 7,380 |
| Moniepoint | 5,540 |
| Fairmoney | 5520 |
The implications of A Bank Having the Highest Customer Support Needs?
A bank experiencing a high demand for customer support may indicate several possibilities. We do not assert that this is what the situation is but there is a high possibility that one of these is true concerning any of the banks with high search demand for support.
1. Lack of/or Inadequate Self-service Platforms
Likely, the Banks with high demand for customer services have not been able to create platforms where users can carry out self-support. If they do, the customers probably have not been sensitized and mobilized to use it as they should. Some of the issues could stem from bad user experience on the bank’s mobile apps and internet banking platforms.
Banks with fewer requests probably got this right already.
2. High Rate of Transactional Errors
A high demand for support could also be an indicator that there are functional errors that shouldn’t exist. Such errors make it difficult for customers to carry out simple transactions, the more flawless a bank’s transactional system becomes the less need there will be for customer support.
3. Insufficient Technical Infrastructure
Most of the top banks with high demand for support have a large customer base, so they would have to keep expanding their technical resources as their customer base expands. If resources meant for 100 customers are serving 300 customers, there will be issues. Related to this is the ‘japa’ revolution ongoing in Nigeria where many tech experts are leaving the country en masse. The expertise required for maintaining the tech infrastructure is dwindling by the day.
Another contributor to this is the cost of web services, for instance, most banks host with Amazon Web Services which requires payment in USD. This could be challenging when the Nigerian Naira keeps falling to US Dollars.
Insufficient Banking Halls
For commercial banks, having banking centers is important. Customers of banks who are not well represented by physical banking halls would be forced to engage in online alternatives. That would increase the demand for telephone customer support, AI chatbot support, email support, internet banking support, etc.
Well, there are various implications for a bank having the highest customer support needs. However, we won’t want to imply that banks having the highest customer support needs struggle with customer satisfaction.
That is because the high search volume for customer support queries may be due to a high customer base. Meaning that a bank with a large customer base is more likely to have higher searches for customer support.
That said, let’s look at the general reasons Nigerian Bank customers seek support.
Major Reasons Customers Seek Support from Banks
1. Transaction Disputes
Customers may encounter discrepancies in their account balances, unauthorized transactions, or issues with ATM withdrawals, leading them to seek clarification and resolution from customer service.
2. Cash Management
Nigeria still has a significant portion of its population reliant on cash transactions. Customers may require assistance with cash deposits, withdrawals, or transfers, especially if they encounter issues at ATMs or during banking hours.
3. Mobile Banking Support
With the rise of mobile banking in Nigeria, customers may require assistance with mobile banking apps, including registration, login issues, fund transfers, bill payments, or mobile wallet transactions.
4. Account Opening and Documentation
Due to regulatory requirements or documentation issues, customers may need guidance or support when opening new accounts, updating personal information, or verifying their identities.
5. Loan and Credit Card Services
Customers may seek assistance with loan applications, credit card activations, billing disputes, or inquiries about interest rates and repayment terms.
6. Fraud and Security Concerns
Given the prevalence of fraud in the financial sector, customers may reach out to report suspicious activities, phishing attempts, or identity theft incidents, requiring prompt action from customer service teams.
7. ATM and Card Issues
Problems with ATM cards, including card rejections, PIN resets, or card replacements, may prompt customers to contact their bank’s customer service for assistance.
8. Network and System Downtime
Technical issues such as network outages, system maintenance, or online banking platform downtime may disrupt banking services, leading to an influx of customer inquiries and complaints.
9. Complaint Resolution
Customers may have grievances related to service quality, hidden fees, account closures, or the handling of previous inquiries, necessitating effective complaint resolution mechanisms.
Understanding these specific challenges can help Nigerian banks improve their customer service offerings and ensure a positive banking experience for their customers.
Telecommunication Brands with the Highest Customer Service Needs
Airtel ranks as the number 1 telecommunication brand with the highest customer service needs with a monthly search volume of 101,890 from January 2023 to January 2024.
MTN comes second place among the networks with the highest customer support demanding customers, while Glo comes in third place
| Telecommunication Brand | Search Cluster Volume |
| Airtel | 101,890 |
| MTN | 85,290 |
| Glo | 45,350 |
| Etislalat | 4,610 |
Satellite TV Networks with the Highest Customer Service Needs in Nigeria
| Satellite TV Brand | Search Cluster Volume |
| GOTV | 114,710 |
| DSTV | 47,010 |
| Startimes | 3330 |
| GOTV | 114710 |
From the table above, GOTV has the highest customer service needs in Nigeria with a monthly search volume of 114,710 while DSTV comes right after with a monthly search volume of 47,010.
What can you infer from the data above?
- Since both GOTV and DSTV are owned by the same mother company multichoice, can we say that there are more GOTV than DSTV subscribers?
- Or can we say that more GOTV subscribers struggle with their customer self-service options?
Well, we can’t directly answer any of these questions because we don’t have data to back up any of these claims. However, considering the lower price of the GOTV subscription and the financial situation of Nigeria – there might be more GOTV than DSTV subscribers.
It is also a possibility that a wider customer base can lead to more customer service support needs.
Final Thoughts!
We have looked at different companies in various sectors with the highest need for customer support service. Based on our research, we have discovered different reasons for increased customer service inquiries for different companies below
- Product or Service Issues: If there are problems with the product or service, customers may need assistance to resolve them. This could include defects, malfunctions, or difficulties in using the product.
- Poor User Experience: If the user interface or experience is confusing or frustrating, customers may require support to navigate it effectively.
- Lack of Information: Customers might be seeking clarification or additional information about products, services, or policies.
- Billing or Payment Problems: Issues with billing, invoices, or payments can lead customers to seek assistance from customer service.
- Changes or Updates: If there have been recent changes to products, services, pricing, or policies, customers may require guidance or clarification.
- Technical Problems: Technical issues with websites, apps, or other digital platforms can prompt customers to reach out for help.
- Increased Demand: A surge in demand for a product or service could lead to more inquiries and support requests.
- Competitive Pressure: If competitors are offering better support experiences, customers may expect similar levels of service from your company.
- Seasonal Trends: Certain times of the year, such as holidays or peak shopping seasons, can lead to higher volumes of customer inquiries.
- Marketing or Promotional Campaigns: If there are ongoing marketing campaigns or promotions, customers may have questions or issues related to them.
- Social Media Influence: Viral posts or social media discussions about your company, products, or services can drive traffic to customer service channels.
- Language or Cultural Barriers: For multinational companies, language or cultural differences may lead to increased requests for support from diverse customer bases.
Identifying the specific reasons behind the increase in customer service requests can help companies tailor their support strategies to address these issues effectively.