Kenya’s msurvey expands operations to Nigeria

FOLLOWING moves by Kenya-based company, msurvey to consolidate its position as a leading technology-powered customer loyalty platform in the continent, it has concluded to expand its services into Nigeria with its mobile-first consumer experience platform.

Backed by international and African investors, including Safaricom’s Spark Fund, Cross Culture Ventures and Alpha Angels, msurvey will be opening a new office and growing a Lagos-based team. They will focus on building partner- ships with Nigerian MNOS and Banks, before rolling out their services namely, Voice of the Customer, Consumer Wallet and Net Promoter Score to Nigeria. Headquartered in Nairobi, Kenya, with a presence in the U.S., the move into the Nigerian market, according to a statement, signals the company’s focus on connecting brands and businessready companies to their customers. This will enable them to quantify consumer spending habits, understand customers’ relationships with brands, and build a detailed and segmented map of the African consumer.

To-date, msurvey has made a little over 13 million engagements in mobile con versations since its inception.

msurvey CEO and coFounder, Dr. Kenfield Griffith says, “We are excited to be expanding into the Nigerian market and capturing the daily consumer experiences of Africa’s most populous country. 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?

“Nigeria is a tantalizing market for us 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.