Customer experience (CX) has quickly shifted from being a “nice-to-have” to a “must-have” for businesses across the world. In Africa, this shift is even more pronounced because of the unique ways customers interact with businesses and the rapid pace of digital adoption across the continent. The journey of customer experience in Africa tells a story of transformation, innovation, and survival one that businesses cannot afford to ignore.

Not too long ago, customer support in Africa was largely about face-to-face interactions and physical offices. A customer with an issue had to walk into a branch or call a phone line that often rang endlessly. For many businesses, “customer service” meant setting up a small desk where complaints could be logged. That was the norm. However, as mobile phones and the internet penetrated deeper into African markets, expectations began to change dramatically.

Today’s African customer is digitally savvy. Whether they are ordering food, making cross-border payments, or shopping for fashion, they expect instant communication, transparency, and quick resolutions. WhatsApp and social media platforms have become primary channels for customer interaction. A business that fails to respond promptly on these platforms risks losing not just one customer, but potentially hundreds as one bad review spreads fast across online communities.

But customer experience is not just about fixing problems quickly. It is about shaping the entire journey a customer takes with your brand — from the moment they discover your business, to their decision to buy, and even after the transaction. Businesses that understand this holistic journey are the ones driving growth. For instance, fintechs in Nigeria and Kenya are competing not only on transaction fees but also on how smooth and reassuring the customer’s journey feels.

The cost of ignoring CX is high. Studies consistently show that customers are willing to pay more for better experiences. Conversely, poor experiences drive churn, negative word of mouth, and damaged reputations. In markets like Africa, where trust is fragile and competition is stiff, CX can be the key differentiator.

This is where technology plays a vital role. With the right tools, businesses can centralize conversations, track issues, and personalize interactions without losing efficiency. For many African businesses, however, global tools often feel expensive, rigid, or poorly suited for local realities. That’s why homegrown solutions like Ruut are emerging — built with the African context in mind. Ruut doesn’t just solve problems; it helps businesses design better journeys for their customers.

The evolution of customer experience in Africa is still ongoing. The winners in the next decade will be those who see CX not as an afterthought but as a strategic driver of loyalty and growth. Businesses that embrace this now are already ahead of the curve.