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mSurvey unveils solutions to help brands improve consumer loyalty

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Richard Owen

To further help brands and business-ready companies to connect with their customers and improve their equity, mSurvey has unveiled its Net Promoter Score (NPS) to the Nigerian market.

According to the Kenya-based company, deploying the NPS will help firms to quantify consumer spending habits, understand customers’ relationships with brands, and build a detailed and segmented map of the African consumer.

With a consumer industry expected to hit $400 billion by 2020, the NPS according to the co-Creator, Richard Owen, would go a long way to transform businesses on the African continent through quality and real time customer feedback mechanism.

Owen, during NPS Masterclass, hosted by mSurvey in Lagos, recently, stated that many companies lack the expertise to translate the potential of the huge African market into action, due to a dearth of market research.

He added that was an urgent need to evolve with the rising change of consumers’ taste by deploying innovative technology.

He explained that quality feedback is key to driving consumer patronage while also bringing consumers closer to a product or service.

Some of the panelists including Ken Kuguru, the Group CEO, Java House, Ken Okwero, Head of Strategy, Safaricom, Funke Shobanjo, Head of Organisational Transformation, FBN Capital], Odunayo Sanya, General Manager, Planning & Customer Management, MTN Nigeria and moderator Onyi Sunday, Presenter & Producer, CNBC Africa, acknowledged the need for an effective feedback mechanism to improve services rendered to consumers.

Owen added that NPS is a useful and practical method for gathering actionable data from customers which helps businesses to understand how their customers feel about services rendered while also increasing the productivity and profitability of businesses.

In his words, “One of the key benefits of NPD is that it measures the likelihood of new and repeat business. This measure is useful for forecasting business growth, cash-flow, as well as assess the health of your brand and overall customer satisfaction,” he said.


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