With an increasing number of UAE investors looking for inroads into Africa, expert advice urges companies to tailor products and services, and prioritize the customer experience, in order to succeed in the fast-growing African market.
Professor Adré Schreuder, Founder and Chairman of The South African Customer Satisfaction Index (SAcsi), said research in Africa shows the customer experience has now surpassed price as the purchasing driver given that the continent’s consumers have become more demanding.
“Customers have higher expectations on value for money – perceived value – which is a combination of a good value proposition – product and service – at a fair or reasonable price. The correlation towards price tolerance for higher price is also clear: extraordinary customer experiences would be rewarded with a willingness to pay some premium on the price,” shared Prof. Schreuder.
Capitalizing on an upsurge of interest in African opportunities, UAE companies such as Etisalat, Jumeirah and DP World have already started expanding in the region. However, its not just the case of setting up shop but marketers will need to tailor to local demand. “It goes back to the basic customer-centric principle of knowing your customers. With the modern trend toward more emphasis on the customer experience before, during and after purchase, the role of emotions cannot be ignored and it is a known fact that there are cross cultural and cross segment differences in needs, expectation as well as emotions,” commented Prof. Schreuder.
Middle East and Africa markets now share a mounting focus on the customer experience to boost and retain market share in increasingly competitive landscapes flush with mobility-and-buying savvy consumers.
“There’s a realization that true differentiation comes from legendary customer experience and the average African consumer has now, more than ever before, access to the rest of the world through mobile technology. People are more connected and no longer tolerate sub-standard products that in the past were dumped on the African continent“, observed Prof Schreuder.
The Satisfaction Index also detailed how in Africa customer experience expectations is one of the highest new priorities for businesses in African countries. Totally unique, innovative and disruptive go-to-market strategies is also a trend.
