Nigeria Customs Launches Reputation Management Guide in Zone A to Drive Institutional Transformation
The Nigeria Customs Service (NCS) has officially launched its Reputation Management Guide in Zone A, a new phase in its ongoing institutional reform agenda aimed at reinforcing public trust, ethical conduct, professional excellence and international respect.
The Official Launch of Nigeria Customs Service Reputation Management Guide and Flag off of the NCS Reputation Campaign across the Four Zones of the Service was held in Apapa Command on 11th August, 2025.
Assistant Comptroller General of Customs Charles Orbih, the zonal coordinator of the Nigeria Customs Service Zone A, described the launch as a historic occasion, positioning it as both a milestone in administrative excellence and a turning point in redefining the customs officer’s identity in Nigeria.
Orbih said that the Reputation Management Guide, which was first unveiled by the Comptroller General of Customs Bashir Adewale Adeniyi on 5th August , 2025, at the Service’s headquarters in Abuja, is now being introduced across all zones, starting with Zone A, representing a unified move by the Service to position itself as an agency that commands respect, fosters cooperation, and upholds national values.
He emphasised that the introduction of the guide in Zone A is not merely a symbolic gesture, but the start of an institutional transformation that aligns with the strategic vision of the Comptroller General of Customs, Bashir Adewale Adeniyi, and the national objectives embedded in President Bola Ahmed Tinubu’s Renewed Hope Agenda.
According to Orbih, the campaign offers a structured framework that clearly defines how the Nigeria Customs Service should manage, protect, and promote its reputation as a national institution. He noted that reputation, as outlined in the document, is built on the collective perception of integrity, performance, competence, and communication by internal and external stakeholders.
Orbih stressed that reputation management is not a task confined to the public relations unit, but a shared responsibility that involves every customs officer from border enforcement personnel to administrative and senior management staff.
He said that that the campaign will help officers understand the strategic value of public perception in law enforcement better, especially in an era where information moves faster than ever, through digital platforms.
The ACG, stressed that the ultimate objective is to embed a new service culture that prioritizes integrity and public confidence, while reinforcing the credibility of Nigeria Customs in its enforcement duties and global engagements.
The Customs Area Controller of Apapa Command, Comptroller Babatunde Olomu, in his address affirmed that the Apapa Command recognizes the strategic importance of institutional reputation in shaping public trust and operational credibility. He noted that the campaign provides a clear framework for aligning conduct with the Service’s core values, and serves as a timely instrument for reinforcing professionalism, accountability, and integrity across all levels.
He emphasised that officers of the Apapa Command, in collaboration with other commands within the zone, are fully prepared to uphold and internalize the principles outlined in the guide. According to him, the launch represents a transformative shift in how the Service engages with the public, stakeholders, and the international community. He assured that his command would not only abide by the provisions of the guide but would also lead by example in promoting a service culture anchored in ethical standards and national responsibility.
Assistant Comptroller of Customs, Abdullahi Maiwada, emphasised the evolving role of public institutions in an era where perception and trust are as critical as operational success. He described the campaign as a deliberate step towards addressing longstanding image challenges and reinforcing a culture of ethical conduct, professionalism, and civility within the Service.
He said that newly introduced Reputation Management Guide, is designed to provide officers with a clear and actionable framework for managing the Service’s public image through everyday conduct and communication.
According to Maiwada, the campaign outlines expected standards of behavior not only during enforcement operations but in all forms of public and inter agency interaction. He noted that while officers have consistently demonstrated commitment to national duty, isolated incidents have at times undermined the credibility of the entire Service, making the launch a timely response aimed at consistency in service delivery and engagement.
He said under the leadership of the CGC, the service is transitioning from reactive damage control to intentional reputation building. Officers are now being called to view themselves as custodians of national integrity, where every action taken in uniform contributes to how the institution is seen.
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