Understanding customers is key to getting customer experience right

The 2022/2023 Ask Afrika Orange Index winners have been announced, revealing a shift in the interplay between brand, customer experience and emotion.

“We are moving deeper into a contactless world where physical experiences have digital variants,” explains Sarina de Beer, MD at Ask Afrika. “It’s really about making experiences convenient, fun, meaningful and relevant.”De Beer says challenges around customer experience persist. “The basic transactional dimensions are slipping, with many brands not providing an authentic sense of connection or understanding of their customers.

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