Experience Dialogue Cultural Changes that we see within CX in the African continent
Speaker: Ifeanyi Nwoke
May 27, 2022
Does your client portfolio include international customers or do you expect it to in the future?
If so, it’s important to bring cultural awareness to every aspect of your customer Journey. Failing to incorporate cultural diversity into your CX strategy can cost your business and result in lost sales potential.
According to Symantec's "State of Privacy Report 2015,"💡
👉 On average 57 percent of Europeans feel uneasy about the security of their data.
👉 78 percent of Spaniard respondents reported feeling insecure.
👉 Germany came second at 62 percent.
👉 In contrast, UK-based customers reported feeling relatively comfortable about their data with less than half of the respondents being wary.
This dialogue will cover:
1. Cultural changes that we see within CX in the African continent
2. How are we preparing our youth to be part of the CX role? Where are the opportunities?
3. How can teams tap into the talent coming from this community?
A lot of people believe that when it comes to customer experience that's generally where people come in. Quality service and time taken for their queries are expected by customers in Africa too. But, as you know, a lot has changed in the last 1-2 years, especially with the advent of covid, consumer customer expectation as well. In the case of customer campaigns, people generally no longer rely on responsive service alone. They expect, you know, brands of businesses to be active with the savings. Brand experience and being comfortable with the endorsement approach are also essential. People are trying to identify areas where they have challenges and you know, practically solving those issues and also, how the customer journey breaches the ax approach.
So customers have certain expectations and then when it comes to that choice point, customers also expect personalization. There isn't just one common approach to reaching customers during selective torture. For example, send a blast email to each customer and say, look, we have this update, trying to personalize conversations from support to general communication, making sure customers feel valued, fueling value.
People in Africa say that I want to talk to the people of my country. Brands appreciate it when they recognize their looks and Mr. Social, so they'll appreciate Bronze. Try to personalize the approach to the interaction and interestingly also the customer. Also, customers are brand innovators and are thinking very fast in terms of their products for services, and support. Not only that, the deployment program chain is where we are and will continue to improve and then they are not seeing improvements. Customers come to you now to say, look, we need this. They know what they want and what is demanded of them. So they expect brands to be very innovative in their product offerings. And then one last thing in terms of data security.
There are scenarios where customers feel hesitant to use their card, your cartoon mobile app, or maybe your web application because they are afraid of losing their money. So there is a need for trust, they need to increase, in terms of their approach, telling customers about them, they are on top of the data. protection policy, ensuring that they are keeping their data secure and that any information entered into the system.
When you say global sales operations, you are talking about many countries like Africa and India, etc. Africa is a regional culture, and we have to serve a diverse culture. Africa also has diverse cultures and people from different countries, including those from South Africa and Nigeria.
In Africa slightly different people value their religion, people should remember that you may want to deploy new corporations to enforce it. They value religion out there, and people take it seriously, even if it is a global sales operation for special needs, it has to be ensured.
From your CRM, if the walk-in is very thorough, then automated all triggers are setting the correct properties and constantly updating those properties and ensuring that you can make sense of getting noticed for it. is required. What are the major issues and challenges? Which our customers are facing or user experience issues. It could be this poor support, the dissatisfaction matrix, it could be product stability. This could be anything, so would have to constantly look at the data and see what data it is telling you, and then it could be handled internally for the engineering and product team to meet and see.
Different users should be able to achieve our goal and have different tags. And then a week or two weeks later you go through the profile on the portal and just choose to review the performance of your customers, and then find out what the customers are performing today. Then there has to be proactive, know-how, and customers need to engage more and look for new ways to understand why they haven't turned up on any given challenge and see how to help them achieve it. , and thus they will be able to achieve their objectives.
So this is how most of the expectations are constantly changing, what you knew yesterday may not be met today? So you have to keep updating yourself. We know about the strengths of the current industry, so you need to engage with CS people, constantly. Join those workshop webinars, try to learn new strategies, and new approaches to CX, and sustain yourself.
Ifeanyi is a seasoned CX leader based in Africa. In addition to his accolades in CX, Ifeanyi has helped empower African youth to get into CS.