Mobile customer experience in Sub-Saharan Africa: consumer survey

18 January 2022 | Research

Tom Rebbeck

Survey report | PPTX and PDF (14 slides); Excel | Mobile Services

"South African operators had the largest year-on-year NPS improvements in SSA in 2021, and incumbents in Kenya and Nigeria increased their lead over smaller players."


This report provides an analysis of the customer experience of smartphone users in Sub-Saharan Africa (SSA). It uses consumer survey data to assess customer satisfaction KPIs such as the Net Promoter Score (NPS) and churn intention, as well as the impact of digital channel usage on satisfaction with sales and customer service.

This report provides:

  • insights into the main drivers of mobile customer experience and how they vary by country and by operator
  • analysis of the key factors that influence consumers' intention to churn
  • NPSs and customer satisfaction metrics of operators in SSA
  • an assessment of why some operators have better NPSs than others
  • insight into the digitalisation of customer services and its impact on KPIs.

Survey data coverage 

The survey was conducted in association with On Device Research between September and October 2021. The survey groups were chosen to be representative of the mobile-internet-using population in the region. We set quotas on age, gender and geographical spread to that effect. There were at least 750 respondents per country, and 2250 in the region.

Geographical coverage

  • Kenya
  • Nigeria
  • South Africa


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