Best customer experience
Best customer experience is great for our customers, but also great for MTN: we see the benefit in our profits when we get it right. We measure it by looking at the extent to which our NPS compares with that of our next best competitor.
We should see the benefits in our ability to bring on more customers than our natural market share, growing this over time. In markets where we have a price premium, best customer experience allows us to protect and even grow the price premium.
Our 2022 aspirations
Lead market
in
overall NPS
Reduce monthly
churn
Achieve best
brand in markets
How we will achieve these
- Revamp the customer experience at each touchpoint and along the entire customer journey.
- Refresh the brand to communicate a brighter MTN.
- Be pro-consumer by providing a world-class point-of-sale experience that is easy, personal, in control and connected.
Details of our performance in 2017
- Increased relative brand NPS in all regions; lifted brand health to highest level since Q1 2015.
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| South Africa |
Nigeria | Iran | Uganda | Ghana | Cameroon | Ivory Coast |
|
| NPS ranking | Co-#1 | #2 | #1 | #1 | #4 | #2 | #3 |
| Change in score since H1 17 | (5%) | 13% | (14%) | 10% | 17% | 47% | 20% |
- Set up a four-point programme to ensure better customer experience.
- Launched a refreshed brand identity across all markets.
- Rolled out a new, much more comprehensive NPS survey which is likely the largest tender conducted for research in Africa.
- Outsourced call centres in 11 markets to improve service levels.
- Deployed MyMTNapp across 17 markets; achieved 12,2 million downloads.
Our focus in 2018
Optimise
high-volume customer
journeys
Extend our focus
beyond the drivers of
value and network
Saying 
: to our refreshed corporate identity
Our brand positioning of BRIGHTer LIVES influences every aspect of our
business. In 2017 we developed a new corporate identity, which is our face
to the world. Our brand personality is:
exciting, fun, bold, and optimistic.
: to our refreshed corporate identityOur brand positioning of BRIGHTer LIVES influences every aspect of our
business. In 2017 we developed a new corporate identity, which is our face
to the world. Our brand personality is:
exciting, fun, bold, and optimistic.
We enhanced our brand assets, including introducing a
bespoke font and our distinctive greeting,
: a welcome,
an invitation and a promise of something more.
bespoke font and our distinctive greeting,
: a welcome,an invitation and a promise of something more.
