mSurvey, the Safaricom-backed, mobile-first consumer experience platform, is expanding into Nigeria as it looks to consolidate its position as one of Africa’s leading tech-powered customer loyalty platforms.
Backed by international and African investors, including Safaricom’s Spark Fund, Cross Culture Ventures and Alpha Angels, mSurvey will open a new office and establish a Lagos-based team, focused on building partnerships with Nigerian MNOs and banks.
Launched in 2012, mSurvey is a global mobile-first consumer experience and feedback platform that leverages SMS and mobile messaging technology to simplify access to credible, on-demand data from Africa and other emerging regions.
The company’s platform enables users to engage in real- time conversations at scale, connecting them directly to people anywhere and on any topic. To-date, mSurvey has made over 13 million engagements in mobile conversations.
“We’re excited to be expanding into the Nigerian market, and capturing the daily consumer experiences of Africa’s most populous country,” said Dr Kenfield Griffith, mSurvey’s co-founder and CEO.
“In Kenya, we’ve seen many of our partner companies see an increase in sales, having used one of our products to better understand their customers. The question we are asking, and subsequently working with our clients to answer, is: how can you attract and retain your valued customers, if you don’t know how they feel about your product or service?”
Griffith said Nigeria was a “tantalising” market for mSurvey to expand into.
“We know that Nigerians like to voice their opinions and give honest feedback – but all too often, companies and brands aren’t able to capture this feedback in a meaningful or indeed tangible way, so they are unable to reconfigure their business practices to fit with their customers’ requirements,” he said.
“This is where mSurvey can help – by enabling our customers to ask the right questions and speak directly to consumers, we can ensure that our clients can listen to and get really get to know their customers. In an ever competitive market, knowing how to retain your customers is critical to any company’s growth.”