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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.
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.
Our 2022 aspirations
Lead market in
overall NPS
Reduce monthly
churn
Achieve best
brand in markets
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.
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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MTN Group Limited
Integrated Report 2017