Côte d’Ivoire National Lottery puts customer experience at the centre of profitability debate
LONACI experts highlight customer measurement, digitalisation and human interaction as key factors in improving business performance.
Côte d’Ivoire.- Côte d’Ivoire’s National Lottery (LONACI) has examined how customer experience (CX) can contribute to financial performance, with experts highlighting measurement, simpler processes and the need to balance digital services with human interaction.
LONACI held the fourth edition of its “Matinales LonaciOnline.ci” (LonaciOnline.ci Morning Sessions) discussion forum on August 28 in Marcory, Abidjan. The event focused on “customer experience and financial performance: myth or real profitability lever?”, according to Abidjan.net.
The panel featured Maïmouna Sene, who specialises in customer experience and digitalisation; Abraham N’Djorey, who specialises in communications and digital strategy; and Alain Dedoh, a transformation, innovation and business performance specialist. The three experts unanimously described customer experience as a real profitability lever for businesses.
Sene said: “Customer experience is the sum of everything experienced by a customer or user. It is the interaction between a customer and a company. It is important to measure customer experience. Measuring CX is critical to the survival of a company.” She added that “customer experience delivers on the promise made by marketing.”
N’Djorey said companies need to maintain relationships with customers and prospects, describing customer experience as the interactions that take place before, during and after contact with a company. He also called for it to be incorporated into corporate strategy.
Digitalisation reshapes customer experience
Dedoh said companies should take their internal resources and different customer profiles into account when designing their customer-experience approach. He said: “Customer experience is the sum of the experiences that a customer will have when interacting with a company. Implementing customer experience must take into account the resources available internally. Depending on the type of customer, customer experience must adapt.”
He identified Mobile Money as the sector that currently stands out most for customer experience in Côte d’Ivoire. “Customer experience is a matter of human beings,” he said.
The panel also recommended measuring customer experience through Customer Satisfaction Score (CSAT) and Net Promoter Score (NPS), while tracking complaints to identify areas for improvement, according to Ivoirematin.
The experts highlighted the role of employees in identifying problems affecting customers and recommended combining management objectives with feedback from staff and consumers to improve services.
The discussion also addressed digitalisation. The experts cautioned that digital tools do not automatically improve customer experience, with poorly designed, overly complex or unsuitable services potentially increasing frustration and complaints. They called for human interaction to remain part of customer engagement alongside technology.
The experts ultimately recommended a hybrid approach, combining management objectives with feedback from employees and consumers so that products and services can be adapted continuously.
