How African businesses can leverage technology to bridge the consumer experience gap

Consumer experience is the backbone of sustaining a business, expanding market base, and building reliability. Kenfield Griffith, CEO of Ajua, is at the forefront of bridging the customer experience gap for businesses in Africa to drive growth and penetration across the continent. Ajua aims to establish long-lasting relationships between businesses and their customers by reintroducing the human-to-human connection in the digital ecosystem. With the rise of SMEs and the growing payment ecosystem, digital transactions are becoming increasingly prevalent. Ajua emphasizes the importance of enhancing customer relationships, reducing optimization, and attracting new customers to fuel business growth. Recent reports by McKinsey highlight a 35% improvement in net efficiency through customer experience enhancements. Additionally, Ajua notes a 350% year-over-year growth in the payment ecosystem, underscoring the shift towards digital transactions across the continent. The COVID-19 pandemic has accelerated the digital transformation and adoption of new consumer behaviors. Griffith believes that while some aspects may revert to pre-pandemic norms, there is a significant shift towards a new form of commerce. SMEs are now presented with opportunities for growth by leveraging their digital footprint to reach a broader consumer base. Griffith acknowledges that while progress is being made in facilitating business transactions through platforms like Flutterwave and Paystack, there is still room for improvement. Ajua is focused on simplifying technology integration for SMEs to ensure seamless operations and customer engagement. By incorporating smart AI into their systems, Ajua enables small businesses to scale and manage relationships with multiple customers. There is a growing emphasis on capacity building and skills upgrading to support national and regional economies. Griffith highlights the need to embed intelligence into technology to streamline business processes and alleviate the burden on SMEs. Through initiatives like their recent acquisition of Yoo-AY, Ajua aims to empower businesses with the tools and knowledge to thrive in the digital era. Concerns around policy and readiness for technologies like artificial intelligence are prevalent. Griffith explains that AI serves to automate tasks for scalability and enhance customer interactions. While regulatory challenges exist, players in the industry are navigating these issues to drive innovation and create a conducive ecosystem for digital commerce. Tax incentives also play a crucial role in the business landscape, with examples like the digital service tax in Kenya impacting tech companies. Ajua is monitoring the implications of such policies on business operations and innovation, with a keen eye on adapting to potential inhibitors or leveraging incentives for growth.