Beyond word of mouth: Bizella’s bid to build trust in Ghana’s services market

Bizella, a digital services marketplace based in Ghana, is working to simplify the process of connecting customers with vetted professionals for home repairs and personal care. The platform enables users to compare providers, book appointments and make payments through a mobile app, covering a variety of services ranging from plumbing and electrical work to cleaning and beauty treatments. Available on both Android and iOS, Bizella's website currently emphasizes service availability across the Greater Accra region.

The platform addresses a common concern faced by households and businesses: finding trustworthy professionals for critical tasks. While personal recommendations from friends and neighbors can be helpful, they may not always be readily available when needed. Bizella aims to make the decision-making process more informed by consolidating provider information, bookings and payment management into one convenient location.

Before being assigned their first job on the platform, professionals undergo a multi-step verification process. This includes identity checks, reference verification, work history assessment, trade certification review (where applicable), and adherence to professionalism standards. Customers can review provider profiles, view photos of previous work, and check customer ratings before making a decision. Additionally, they can see the provider's availability and select a suitable booking time.

To provide customers with more information than just a name and phone number, Bizella requires providers to display their prices before a booking is confirmed. Once the booking is secured, customers can pay for the service using mobile money or a bank card through Bizella's payment arrangement, Bizella Safepay. This system allows customers to pay upfront while the funds are held by the platform until they confirm that the work has been completed to their satisfaction.

This separation of payment and release ensures that customers only pay once they are satisfied with the delivered work.

In the event that a customer is dissatisfied, Bizella's support team is available to address the issue within 24 to 48 hours. The company states that payment remains on hold during this period, with a potential resolution that includes having the service repeated. While verification and payment protection are valuable aspects, the platform's success will ultimately depend on the quality of the customer experience.

This will be determined by the providers' ability to deliver the agreed-upon work and the platform's effectiveness in handling any arising problems. For service providers, Bizella offers an additional avenue to reach customers beyond traditional personal recommendations and existing networks, enabling them to showcase their previous work and make their services more visible to those seeking their expertise.