1) The document summarizes the agenda for the 1st Annual Cameroon CX Summit on customer experience (CX) in Africa. It discusses the current state of CX in Africa and barriers to improving CX. 2) A key barrier to better CX in Africa is people-related issues like a lack of empathy, politeness, and genuine care for customers. Changing organizational culture to prioritize CX and empowering frontline employees is important. 3) The document calls for stubbornly working to develop a vision of CX that suits African consumer needs, society and culture, and economic future rather than just seeing it as a novelty. It urges participants to join the CX movement in Cameroon.

1. 1st Annual Cameroon CX Summit
Douala 12 May 2018
PATRICIA PEDHOM NONO
+237 6 77550337
Patricia Pedhom Nono
@PPedhom
XEmail
Phone
LinkedIn
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What if CX is Just
Basic Human Rights?
The State of CX in Africa
Business Strategist | CXTransformer
Digital Enthusiast | Servant Leader

2. TheToilet Index….
Would you rather clean the toilet than contact Customer
Service via …? – US Market

3. NotForPublicUse
Grocery
Banks
Hospitals
Government
Offices
Mobile
Operators
Frustration Level
There is a high level of frustration
for the consumer in African
markets compared to the other
markets (US, UK, Asia, India…)

4. NO!!!!!!!!! I AM NOT A DIFFICULT CUSTOMER!!!
I DON’T NEEDVIP SERVICE
I JUST WANT BASIC SERVICE
I JUST EXPECTTO BETREATED AS A HUMAN BEING !!!!
IS ITTOO MUCHTO ASK FOR?

5. Wait at the side-road and keep being
frustrated
Recognize there is a profound need for
Change and Join the Change Movement
1
2
What is our role to play?

6. JointheMovement….

7. “Dreaming the impossible” is always the start,
However “Dreaming without a plan” is utopia
Is this a Right choice to work In?
Is our Market Ready for CX ?
Is Customer willing to pay more?
What is it even - Art or Science?
Can we make it really Happen?
?

8. Why this doubt ? Isn’t CX the New Marketing?
The environment forces us to
get used to less ….
We sometimes have no choice…
We have not necessarily
experience better…..
We have cheap labor to
substitute experience huddles ...
Who has even requested it?
Why invest more if People are
not sensitive
Why invest more if People are
not willing to pay?
It is a cost center rather than a
value driver?
African Consumers have low
expectations……
African Capitalism seems to
enjoy it….

9. BUT….. CHANGE IS COMING
Consumer
Behaviors
Market
Constraints
 62% Millenials
 ConnectedWorld
 Consumer 3.0
 Global Marketplace
 New Business Models

10. What is really CX: Buzz or Real?
Customer experience (CX) is the
product of total interactions that a customer has with a brand.
A good customer experience means that the “perceived”
individual's experience during all points of contact
matches the individual's expectations.
It involves:
The Customer will
mainly remember
how it feels after
each interaction
with the brand

11. DidYou Know?
Price
Quality
Positive
Experience
Typical African Consumer decision to
purchase a good from a company is
mainly driven in priority by Price, Quality
& Positive Experience
1% increase in Customer Satisfaction
leads to:
1
2
3
+10% +16%
Consumers are willing
to Pay More by
Customer Retention
can grow by

12. Bad Experience spread
quickly
Only 30% tell the company
but 50% tell Friends
Bad Experience spread quickly and can be costly

13. After a positive experience
..to remain with the Brand9X More likely to
..to trust the Brand8X More likely to
..to forgive the Brand7X More likely to
..to buy again or try a new products7X More likely to

14. Customer Journey
Management
Voice of the Customer
Emotional Connectedness
WHERE DOWE START?
PEOPLE
CUSTOMERS
STRATEGY & ENABLERS
Energized Frontline
Engaged Employees
Purposeful Leadership
Customer First Culture
 Compelling BrandValues
5-customer competencies model
Technology & Automation
Data Analytics & Big Data
1
2
3

15. Our biggest barrier for CX in Cameroon is…
PEOPLE
• Politeness & Empathy
• “Put myself in your shoes”
• Consistency & Genuine Care
Customer
First Culture
• Paid to be a blessing?
• Not a 2nd-hand Job / Decent pay
• CX to be included in graduate studies
Energized
Frontline
• Inspiring & Propelling
• Persistent & Positive
• Passionate & Persuasive
Purposeful
Leadership
• CX but EX First!
• Internal EX is Key
Employee
Engagement

16. WHAT IF WE ARE STUBBORN ENOUGH…
TO STOPTHINKING ABOUT CX AS NOVELTY
TO START DREAMING CXTHE AFRICANWAY…..
A WAYTHAT SUITS
AFRICAN CONSUMER NEEDS
AFRICAN SOCIETY & CULTURE NEEDS
AFRICAN ECONOMIC FUTURE
CAN WE MAKE IT HAPPEN?

17. It starts with U –
 At Home
 At School
 AtWork
C.U.S.T.O.M.E.R
It starts with ME –
 MyTeam
 My Partner
 My Colleagues
 My Customer
It starts with US –
 Our Education System
 Our Culture
 OurWork Environment
IT IS ALL ABOUTTHE ….

18. Join the CX Movement!
Welcome to #GENCX237
LET’S DARETO BE STUBBORN ENOUGH….
TO MAKE A CHANGE…

19. Join the Movement!
Welcome to #GENCX237!
THANKYOU!