Kenya’s mSurvey launches in Nigeria as it looks to strengthen its position as Africa’s leading tech-powered customer loyalty platforms. This move will help businesses to obtain feedback directly from their customers in real-time while cutting down the cost of obtaining data.
Headquartered in Nairobi, Kenya, with a presence in the U.S., mSurvey’s entry into the Nigerian market signals the company’s focus on connecting brands and business-ready companies to their customers.
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It also indicates the startup’s drive to build a detailed and segmented map of the African consumer.
The Safaricom-backed firm is leveraging the growing number and reach of mobile phones to change data collection for businesses from a time-consuming process to a real-time mobile conversation. With its mobile-first consumer feedback platform, mSurvey promises to grow customer loyalty across numerous businesses in Africa and beyond.
Objectives of mSurvey
Leveraging cloud computing, the startup’s platform enables users to engage heavily, in real-time conversations, connecting them directly to people anywhere. To make this work, however, it will utilize Net Promoter Score (NPS), a benchmarking practice for gauging customer satisfaction. The firm is reportedly the first to implement this tool in Africa.
This process will help both established companies and startups to gather real-time insights from customers in the shortest time possible.
Some of the world’s established companies like Apple, Sony, Amazon, and Tesla have been using NPS since its inception in 2003 as a tool to drive business growth by measuring consumer loyalty. The firm’s integration of this management tool, no doubt sets the firm apart from its rivals.
Catching sight of opportunities in Nigeria
On its launch in Nigeria, mSurvey’s CEO and co-founder, Dr. Kenfield Griffith said Nigeria is a well-placed market for mSurvey’s expansion plans.
“We are excited to be bringing mSurvey products, as well as the Net Promoter Score to Nigeria. From initial conversations with businesses from corporate to SME-size here, it is clear that there is a growing trend in the country to add value to the bottom line, through improved and more granular understanding of customers, powered by tech and mobile.”
Over the years, mSurvey has developed in-depth consumer conversations, data analytics, and previously unobtainable metrics. The company is now changing how businesses create interactive and individual relationships with their customers. Providing unprecedented access to real-time, direct feedback is how mSurvey is revolutionizing company-customer relationships.
Through in-depth mobile phone conversations, the company has simplified access to high-quality data from hard-to-reach communities. This has enabled mSurvey to bring hidden and offline voices into the global conversation. To-date, mSurvey has made a little over 13 million engagements in mobile conversations since 2012.
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