LONACI held the fourth edition of its \u201cMatinales LonaciOnline.ci\u201d (LonaciOnline.ci Morning Sessions) discussion forum on August 28 in Marcory, Abidjan. The event focused on \u201ccustomer experience<\/strong> and financial performance: myth or real profitability lever?\u201d, according to Abidjan.net.<\/p>\n\n\n\n The panel featured Ma\u00efmouna Sene, who specialises in customer experience and digitalisation; Abraham N\u2019Djorey, 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<\/strong> lever for businesses.<\/p>\n\n\n\n Sene said: \u201cCustomer experience is the sum of everything experienced by a customer or user. It is the interaction<\/strong> between a customer and a company. It is important to measure customer experience. Measuring CX is critical to the survival of a company.\u201d She added that \u201ccustomer experience delivers on the promise made by marketing.\u201d<\/p>\n\n\n\n N\u2019Djorey 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.<\/p>\n\n\n\n Dedoh said companies should take their internal resources<\/strong> and different customer profiles into account when designing their customer-experience approach. He said: \u201cCustomer 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.\u201d<\/p>\n\n\n\n He identified Mobile Money as the sector that currently stands out most for customer experience in C\u00f4te d\u2019Ivoire. \u201cCustomer experience is a matter of human beings,\u201d he said.<\/p>\n\n\n\n The panel also recommended measuring customer experience through Customer Satisfaction Score<\/strong> (CSAT) and Net Promoter Score (NPS), while tracking complaints to identify areas for improvement, according to Ivoirematin.<\/p>\n\n\n\n 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.<\/p>\n\n\n\n The discussion also addressed digitalisation<\/strong>. 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.<\/p>\n\n\n\n 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. <\/p>\n\n\nDigitalisation reshapes customer experience<\/h2>\n\n\n\n
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