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Transforming Business in Africa: The Impact of Self-Service Technologies

Self-service is revolutionising Africa’s business landscape. Like other digital technologies, it is increasingly becoming a part of our daily lives in our workplaces, businesses, homes, etc. Indeed, these technologies or platforms offer customers a faster, more convenient, and more flexible shopping experience than ever before. No more long waits at checkouts or limited interactions with support team agents. From now on, customers can help themselves and choose from a wide selection of freely available products.

This trend is gaining ground in countries like Senegal, Ivory Coast, Gabon, and Cameroon, where self-service has become synonymous with modernity and progress in all sectors of activity. Companies are seeing the positive impact of these customer-empowering technologies on sales, customer satisfaction, and profitability.

self service technology in africa

The Benefits of Self-service software for businesses in Africa

Adopting self-service software offers many benefits to businesses. Indeed, the fact that the population has greater access to mobile devices or smartphones stimulates the introduction of self-service platforms. As per a report by GSMA (2023: The Mobile Economy in Sub-Saharan Africa), mobile device sales have seen a significant drop, making them more accessible. By 2030, smartphones are projected to account for 88% of total connections in the region, compared to a global average of 92%. This presents a lucrative opportunity for businesses to improve their customer experience and increase their revenue by adopting self-service software.

Furthermore, Self-service solutions for businesses enable them to save time and expand their capacity to welcome customers. Customers can serve themselves, which reduces queues at checkouts, cuts operational costs, and allows for a smoother flow through points of sale. The result is improved customer satisfaction, as they value the speed and simplicity of the services.

Finally, self-service technologies provide businesses with greater flexibility in managing their inventory. Thanks to the technology, it is easy to see finished products and restock them to better meet customer needs. Additionally, businesses can collect specific data on customers’ purchasing habits, allowing them to tailor their supply to demand.

The Challenges of Customer Self-service Platforms in Africa

Although self-service offers numerous advantages, it also presents challenges for businesses. In fact, some companies may find it challenging to have this strategy accepted by their customers, who may be used to a more personalised interaction with the support team. It is, therefore, important to demonstrate to the target audience the importance and effectiveness of self-service while creating a positive customer experience. According to Gartner (2024), implementing a self-service experience is not enough. Companies shouldn’t just build self-service software and expect customers to show up and get value. It is essential for these platforms to be user-friendly and meet users’ needs effectively.

Likewise, installing self-help tools requires significant investments in infrastructure and technology. Companies must ensure they have the necessary resources to implement these systems effectively and sustainably.

However, despite these challenges, more and more businesses on the continent are adopting self-service software or portals, believing in the long-term benefits it can offer.

Sectors Dominated by Self-service technology for businesses in Africa

Self-service is becoming the standard in various economic sectors across the continent. It’s clear that 60% of customers are unhappy with long lines at checkout, and 57% believe that long waiting periods are an unpleasant and unacceptable part of the service experience. So supermarkets, pharmacies, medical aid and even restaurants are increasingly adopting this approach to meet customer expectations.

In supermarkets, for example, customers are empowered to help themselves from the shelves via a self-service app, choose the products they are interested in, and have them delivered. This empowerment is a key aspect of the self-service revolution.

The proliferation of self-service pharmacies (pharmacy kiosks) in major African cities is a testament to the growing accessibility of health products and services. Customers can now access a vast selection of medicines and health products, with the option to seek advice from a pharmacist if needed.

In the media and television industry, many giants that dominate the industry are embracing the convenience of self-service platforms. These platforms simplify payments and individual account management, ensuring that users have a seamless and comfortable experience.

COVID has not only accelerated the adoption of digital technologies in the banking sector but also paved the way for unprecedented progress and innovation. With the support of self-help online banking, individuals could make transactions without traveling.

Even after this season of quarantine and restrictions, financial institutions continue to use self-service portals for corporations to allow their customers to reduce the time wasted in queues. Customers can now use these portals to make basic transactions such as bill payments, fund transfers and even interact with agents for more complex issues. Customers now use mobile money to pay for goods and services (GSMA: Worldwide Mobile Money Services Report 2024).

CCSS: A unique Corporate Self-Service Solutions in Africa

With the emergence of new cutting-edge technologies and the advancement of mobile networks, active players in the Telecommunications sector are also looking for the best tools to improve the productivity and efficiency of their teams. It is now imperative for them to reduce operational expenses, deliver an exceptional customer experience, and increase their revenue. Therefore, they also need specialised online customer service tools for corporations adapted to Telecommunications needs. Adapt IT Telecoms is a company that offers corporate self-service technology in South Africa.

The corporate Customer Self-Service (CCSS) platform from Adapt IT Telecoms is considered one of the most reliable self-service solutions for MNOs and other operators. This platform has both cloud and on-premises capabilities. In addition to helping users increase their income, it also gives them the power to manage all the company’s different services in one place.

Adapt IT Telecoms developed this solution to provide the Telecommunications industry with increased control and visibility over their services to improve efficiency and reduce the number of requests made to MNOs. 

Conclusion

Software and self-service Technologies are positively disrupting the commercial landscape on the continent. Despite the challenges associated with its implementation, self-service is gaining ground in countries such as Senegal, Ivory Coast, Cameroon, and so forth. Customers appreciate the freedom and speed it offers them, while businesses see the benefits it brings in terms of profitability and customer satisfaction. In summary, the self-service revolution for customers is underway and seems unstoppable.

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