MTN has implemented the Ericsson Customer Experience Programme (ECEP), in an effort to transform from a traditional operator into a modern, digital business.
Rolled out across eight networks, including Guinea Bissau, Liberia, Ghana, Benin, Nigeria, Cameroon, Rwanda and SA, the aim is to hone in on client needs and gain a 360-degree view of the customer experience.
Chatting to the media at AfricaCom 2019 about the findings of the Ericsson Mobility Report, Ericsson VP for MEA, Nicolas Blixell, and Navi Naidoo, MTN executive for network planning and design, discussed a special release of the report, which is focused on Ericsson’s partnership with MTN.
This paper highlights the impact of MTN’s ECEP efforts in two specific countries – Rwanda and Ghana.
“If you want to improve customer experience, you need to improve your networks. This is exactly what we set out to do,” explained Naidoo.
According to Naidoo, boosting network performance entailed activating new network features, expanding coverage and relooking site rollout strategies.
The results speak for themselves: from Q2 2018 to Q2 2019, MTN’s market share in Rwanda rose from 11% to 54%, its subscriber base grew by 23% and its revenue increased by 27%.
In Ghana, MTN’s voice and data revenue increased by 13% and 26% respectively. Beyond revenue and subscriber numbers, MTN also saw massive increases in its net promoter score (NPS), which gauges the loyalty of a firm's customer relationships.
In Rwanda, its NPS rose from two in the first quarter of 2018 to 18 in the same period of 2019. Ghana’s increase wasn’t as dramatic – rising from eight in 2018 to 16 in 2019.
“If anything, these numbers illustrate how you can leapfrog your competitors if you have a high-performing network,” said Naidoo.
Technology for good
Ericsson also used the AfricaCom media briefing to present the findings of its first Technology for Good Impact Report, which details the positive social impact enabled by the company and its partners.
Guided by the Sustainable Development Goals, the report highlights the dynamic role the ICT sector has in enabling sustainable developments in Africa, explained Fida Kibbi, VP and head of marketing, communications and sustainability and corporate responsibility at Ericsson MEA.
Some of the case studies highlighted in this report include Ericsson’s Mobile Financial Services platform, which provides easy-to-use, secure, next-generation mobile financial services to 13 African countries.
Another is the brand’s Digital Lab programme. This initiative focuses on guiding older children through their first encounters with the world of programming and new technologies. It kicked off in SA this year.
According to Kibbi, the efforts highlighted in the report align with Ericsson’s sustainability and corporate social responsibility strategy, which aims to promote responsible business, boost climate/environment action and aid efforts towards delivering Internet for all.
To download the full Technology for Good Impact Report, click here. The special release of the Ericsson Mobility Report can be accessed here.
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