CORPORATE SCENE
INVESTING IN VALUE
FOR THE CUSTOMER:
MTN UGANDA
By Mapula Bodibe
G
lobally, the communication
landscape is a fast-evolving
environment driven by
technology and product innovation.
Back in 1998, telecommunication
was simply about voice. The ability
to place a phone call and be heard by
the person on the other side. MTN’s
promise was that it was going to always
make that happen, everywhere you go.
Through sustained investment in
technology infrastructure and products
and services innovation, that valuable
promise has b een well kept.
But almost 18 years in retrospect,
customers now want more than just
being able to make a phone call. The
mobile phone has changed from
what it was then to a pivotal part of
lives: used for keeping in touch with
family and friends, being able to run
businesses, and facilitating financial
transactions.
Each mobile phone user has different
needs: the priorities of a trader running
his shop in downtown Kampala aren’t
similar to those of a mother raising her
children in Mbale, for example.
MTN’s role in such an ecosystem
is to constantly interrogate its
systems to find ways in which we
can constantly improve our offering
and best address the various needs of
‘‘MTN’s role in such an ecosystem is to
constantly interrogate its systems to find
ways in which we can constantly improve
our offering and best address the various
needs of all customers. Obviously, with over
10 million customers, it means at any one
point, we potentially have 10 million different
opinions.’’
32 MAL 12/16 ISSUE
all customers. Obviously, with over
10 million customers, it means at
any one point, we potentially have
10 million different opinions. How
do you collect and address all such
needs?
MTN listens.
A key pillar of MTN’s customer
experience strategy has been about
listening to the voice of the customer.
Every effort is made to listen to and
respond to any feedback received
from Customers, and over time we
endeavor to adjust our products and
practices accordingly, based on the
feedback that we receive.
At a time last year when the
economic conditions were least
favorable, with the US dollar value
rising steeply against the Shilling,
we demonstrated our faith and
commitment in this market by
introducing the aggressive Ushs. 3/per second offer, effectively becoming
the first operator to introduce this
lowest calling rate for calls made
across all networks in Uganda.
This year, we have gone further to