Feedback
By Chinyere Joel-Nwokeoma
Lagos, March 22, 2018 (NAN) Stakeholders from various multinational companies on Thursday stressed the need for organisations and businesses in Nigeria to engage in customer feedback through Net Promoter Score (NPS) to sustain growth and development.
The stakeholders said this at NPS Masterclass panel organised by mSurvey, a Kenya based mobile-first consumer feedback platform at the Lagos Business School (LBS).
They said that companies needed to tap into African growing market through feedback by being a customer centric organisation.
NPS is a management tool that can be used to gauge the loyalty of a firm’s customer relationships.
It serves as an alternative to traditional customer satisfaction research and claims to be correlated with revenue growth.
It also measures the loyalty that exists between a provider and a consumer. The provider can be a company, employer or any other entity.
Speaking at the event, Dr Kenfield Griffith, mSurvey Chief Executive Officer and co-Founder said that NPS would enable companies and organisations to foster customer relationship and ensure sustainability of businesses.
Griffith said that NPS rendered by mSurvey was launched in Nigeria to foster customer relationship and improve the growth of businesses in the country.
“West Africa is an extremely important market for us to expand into, and 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 growing trend in the country to add value to the bottom-line through improved and more granular understanding of customers, powered by technology and mobile,’’ he said.
Griffith said that customer voice and ways to bring in customers were key for sustainability of any company.
“Feedback is very important, its a shift in the consumer market, knowing how to improve on your product is very important for survival,’’ Griffith added.
He identified segmentation, cultural identification, and fundamental relationships, demographic and psychographic characteristics as major templates used in customer identification.
On segmentation, he said that gender remained the major factor to be considered by every organisation to deliver quality services and goods to customers.
Griffith said that the Kenya-based company was committed to grow the nation’s company, noting that Nigeria was an economy that could not be ignored by any investor due to its growing population.
He said that mSurvey would address the country’s data challenge by ensuring real-time customer feedback within a short period.
Griffith said that the mobile-first consumer feedback platform aimed at boosting data would be launched in Nigeria later this month.
He said that the platform would allow business to obtain feedback directly from their customers in real-time.
According to him, the Safaricom-backed mSurvey will leverage the growing reach of mobile phones, by changing how data is collected from a time-consuming process to a real-time mobile conversation.
Mr Ken Okwero; the Head of Strategy, SafariCom speaking on the rationale behind NPS services, said that the media was in crisis with a lot of fake news.
“Since there is fake news everywhere, we have no option than to resort to our social media strength to ask and evaluate our customer’s feedback patterning our services,’’ Okwero said.
He said that 60 per cent of the advertising in the social media goes to Facebook and Google.
Mr Ken Kuguru, the Chief Executive Officer, Java House, said that his company was creating brands that were developed in Africa and for Africa.
Kuguru stressed the need for businesses to be customer centric organisations for growth and survival.
“We recognise that real-time feedback is important and that it is the way to go,’’ he said.
Stella Kamau, the Group Head, Customer Experience, ABM Group, said “NPS has really changed the way businesses are done because it will help you to ascertain customers feedback on the go.’’ (NAN)
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Editing by Ese E. Ekama