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Kenya-based mSurvey launches in Nigeria to help businesses gauge consumer loyalty

March 05, 2018 · 1 min read
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Kenyan mSurvey launches in Nigeria to help businesses get feedback directly from their customers in real-time.

Communication is an all important tool in life and business. An effective communication strategy manifests in two forms for every business; a one-way communication sent out to customers. And the super efficient two-way communication where customers are given the opportunity to respond.

Howbeit efficient, this two-way communication is usually difficult to initiate and maintain.

With its mobile-first consumer feedback platform, Safaricom-backed mSurvey 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.

Using cloud computing connected directly to mobile network operators, mSurvey will enable a two-way dialogue between customer and company on any topic, with a selected audience.

To completely make this work, mSurvey will use Net Promoter Score [NPS], a benchmarking practice for gauging customer satisfaction which it is reportedly the first to implement.

According to Wikipedia, 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.”

This process will help any business, organization or  startup gather real-time insights from real people in the shortest time possible.

Speaking on the launch in Nigeria, CEO and co-Founder of mSurvey, Dr. Kenfield Griffith said West Africa is an extremely important market for mSurvey’s expansion.

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 more granular understanding of customers, powered by tech and mobile.”

Introduced in 2003, NPS is reportedly used by companies like Apple, Sony, Amazon, British Airways and Tesla as a tool to drive business growth by measuring consumer loyalty.

Victor Ekwealor

Victor Ekwealor

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tech. media. startups. africa. vc | Twitter: @victor_ekwealor

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