From listening to members and simplifying access to standards, to embracing digital solutions and going the extra mile when challenges arise, GS1 Member Organisations across Africa (Middle East and Middle Mediterian) are putting customer needs at the heart of their work.

By The Tracker Media

Customer service is often associated with answering questions, resolving complaints and responding to requests. But for organisations serving businesses in an increasingly digital and interconnected marketplace, great customer service goes much further.

   

It is about listening to the real need, simplifying the customer journey, providing the right support and being present when it matters most.

As GS1 MEMA mark Customer Service Week, their experiences reveal a common lesson: great service is not simply about responding to customers—it is about understanding what they need and helping them move forward.

From digital platforms and WhatsApp support to technical guidance and urgent barcode interventions, GS1 MOs are finding practical ways to put their members at the centre of what they do.

Going Beyond the Barcode

For GS1 Cameroon, excellent customer service means going beyond simply issuing a barcode.

The organisation sees its role as helping members translate GS1 standards into visibility, trust and market access. This means understanding that behind every request for a barcode or identification number is a business looking for a practical solution to a real challenge.

“Going beyond issuing a barcode” means helping members navigate identification, traceability, product data and digital visibility in ways that are simple and practical.

This member-focused approach has also encouraged GS1 Cameroon to listen to its customers and respond to emerging needs. The organisation launched its mobile application and QR617 website to improve the digital visibility of members’ products, while simplifying its website and online registration process.

The objective is straightforward: reduce the barriers between a customer’s need and the right solution.

Making service more accessible

At GS1 Uganda, accessibility and responsiveness are central to the customer experience.

As a young Member Organisation, GS1 Uganda emphasises being “accessible, responsive, and human” in every interaction. To achieve this, GS1 Uganda has embraced Business WhatsApp as a practical channel for quick and personal support.

Through automated messages, quick replies and labels, the team can acknowledge clients immediately, understand their needs, direct them to self-help resources on the GS1 Global Platform and provide assurance of timely follow-up.

The approach demonstrates that effective customer service does not always require complicated systems. Sometimes, it is about using the tools customers already know and making it easier for them to get help.

And good service, as GS1 Uganda discovered, can extend beyond borders.

The organisation recently supported several clients from the Democratic Republic of Congo, where there is currently no GS1 office. Although these businesses were outside its primary market, the team guided them through the process of obtaining globally recognised GS1 barcodes, verifying their information step by step until they were successfully onboarded.

The experience reinforced an important principle: good service knows no borders.

Empowering members through Digital Service

At GS1 Tunisia, customer service is closely linked to accessibility and member autonomy.

The organisation has invested in digital services that allow members to access essential services whenever they need them. Through its online customer space, members can consult invoices, manage their information, and generate and codify products 24/7—without waiting for office hours.

For GS1 Tunisia, giving members greater independence does not mean removing the human element. Instead, digital tools complement human support, allowing members to access information and services while still knowing that assistance is available when they encounter challenges.

The organisation has also combined human support with training and technology. Newly joined members receive free training to help them understand GS1 standards and, importantly, how to apply them in their everyday activities.

Digital and AI-based solutions are also becoming part of this customer experience. GS1 Tunisia has introduced AI capabilities into Activate to make the experience more intuitive and support members in accessing and using GS1 services.

Its wider digital ecosystem includes mobile applications for scanning different types of barcodes, online services, standards and training resources, as well as barcode quality verification to help members ensure that their barcodes are correctly generated, readable and compliant.

When going the extra miles matters

Sometimes, excellent customer service is tested when something goes wrong.

For one GS1 Tunisia member preparing to export products and participate in an international trade show, the discovery of incorrectly printed barcodes created an urgent problem. With samples needing to be shipped on time, there was little room for delay.

GS1 Tunisia responded by printing the correct barcode labels at its premises, allowing the company to place them over the incorrect ones and proceed with the shipment.

The intervention helped the business participate in the international trade event, where its products generated significant interest and new orders.

For GS1 Tunisia, this experience captures the essence of going the extra mile: being there when members need support most and helping turn a difficult situation into an opportunity.

The human side of Customer Service

Technology is changing how organisations interact with customers, but the experiences of GS1 MOs show that technology alone cannot define excellent service.

GS1 Tunisia notes that customers increasingly expect quick responses, easy access to information, digital services, personalised support and solutions that make their lives easier. Technology and AI can enhance these experiences, but they do not replace the human qualities at the heart of service.

Listening, understanding the real need and taking ownership of a problem remain essential.

GS1 Ghana reinforces this perspective by highlighting four important elements of excellent customer service: responsiveness, empathy, product knowledge and proactivity.

For the organisation, responding quickly and reducing waiting times must go hand in hand with understanding customers’ concerns, providing accurate and in-depth information, and anticipating issues before they escalate.

Through reliable technical support, globally recognised standards and educational outreach, GS1 Ghana works to simplify local and international trade for businesses. It also supports manufacturers and SMEs with technical guidance on packaging, labelling and global barcode standards to help them access local and international markets.

A shared commitment across the GS1 MEMA Community

The experiences of GS1 Cameroon, Uganda, Tunisia and Ghana may differ in their tools, approaches and local operating environments. Yet their stories share a common thread.

Listen to the customer.

Understand the real need.

Simplify the journey.

Provide the right solution.

Go the extra mile.

And above all, build trust.

From Cameroon to Uganda, Tunisia and Ghana, GS1 Member Organisations are demonstrating that customer service is not an isolated function. It is embedded in how they deliver standards, technology, training, technical expertise and solutions to businesses.

Every barcode issued, every question answered, every training session delivered and every challenge resolved represents an opportunity to strengthen the relationship between GS1 and the businesses it serves.

As GS1 Ghana puts it, the customer service journey is ultimately about celebrating the businesses, partners and professionals who drive trust and transparency across the supply chain.

A parting shot from GS1 Kenya

A special thank you to GS1 Cameroun, GS1 Uganda, GS1 Tunisia and GS1 Ghana for sharing their valuable perspectives and experiences on customer service.

Your insights remind us that while our approaches may differ, our commitment is shared: to listen, simplify, support and go the extra mile for our members.

Thank you for being part of this Customer Service Week conversation and for helping strengthen a culture of great service across the GS1 community.

Great Service goes the extra mile. Happy Customer Service Week from all of us at GS1 Kenya!