2023 State of Customer Experience (CX) in Africa Report

The 2023 State of Customer Experience in Africa Report examined how consumer behaviour, expectations, buying experiences, product experiences, customer service, loyalty, advocacy, and customer experience maturity were evolving across the African continent in the post-pandemic period. The study was developed to provide continent-specific customer and experience intelligence that could help organisations improve their understanding of consumers and deliver better-quality product, sales, service, and omnichannel experiences. Conducted as an online survey over 40 days, the research engaged 216 respondents across 23 African countries. The survey contained 38 questions covering consumer demographics, communication preferences, purchase considerations, expectations, buying and payment experiences, product usage, customer service, satisfaction, loyalty, advocacy, and potential causes of churn. Nigeria, Kenya, and Botswana recorded the highest levels of respondent participation. The findings highlighted important shifts in African consumer behaviour. WhatsApp recorded a significant increase as a preferred communication channel, while retail remained the most frequently patronised sector. Essential needs continued to influence purchase frequency, although consumers also increasingly prioritised health and wellness, relationships, growth, education, and purpose. Product and service reliability emerged as the leading purchase consideration at 27%, replacing price, which recorded 25%. Product quality remained the most significant post-purchase satisfaction driver, and the study recorded a Customer Expectation Index of 87%. The consumer journey analysis found that respondents were generally satisfied with the buying and product experiences but less positive about customer service. Product satisfaction was rated at 78%, while customer service experience recorded 65%. Approximately 85.5% of respondents indicated that they intended to continue buying from their providers, 84.5% were likely to recommend them, and 86% reported that they had already made a recommendation. The report also recorded an improvement in Africa’s customer experience maturity score, rising from 9.5 points to 12 points. Although this indicated progress, the research identified continuing gaps in customer insight, experience measurement, journey and service design, operational consistency, organisational culture, and the integration of data and technology into customer experience management. The report provides practical guidance for organisations seeking to align physical and digital channels, strengthen customer service, improve experience measurement, and build more consistent and customer-centred operating models across African markets.