New Month, Less Friction
August is here, and with it comes a new chapter in our journey to transform how businesses connect with their customers. This month at CX Academy Africa, we are zooming in on eliminating friction in the customer journey, the pain points that stand in the way of great experiences. We will explore how to spot the customer pain points, smooth out the customer journey, and create seamless, satisfying interactions that lead to loyalty and growth.
Plus, we will give you a sneak peek at everything lined up this month to support you in elevating both employee and customer experiences.
What’s New!
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July Highlights
Celebrating CX Champions!
Last month, we proudly celebrated our graduates who successfully completed The CX Champions Training Program. Their dedication, growth, and commitment to transforming customer experiences was truly inspiring.
We applaud every graduate for embracing the challenge, showing up fully, and becoming part of a growing community of CX Champions across Africa. The future of CX is truly brighter with them in it!
“The Customer Experience Champion Training has been a transformative experience. The program not only deepened my understanding of customer-centric strategies but also equipped me with practical tools to drive meaningful change within and outside the work environment.
I now feel more empowered and confident to influence a culture of excellence, advocate for the voice of the customer, inspire and lead with a purpose and passion.”
— Sharon Akampurira, A CX Champion
Ready to transform customer experience with your organization?
Join our next cohort and start building the skills that make great customer experiences happen.
👉 http://bit.ly/CXChampionMonthly
CCXP Masterclass Cohort 5 Launched!
On 24th of July, we kicked off the highly anticipated CCXP Masterclass Cohort 5 in partnership with ClearAction Continuum. This advanced learning journey is tailored for professionals preparing for the Certified Customer Experience Professional (CCXP) examination and looking to redefine how they lead in Customer Experience.
Led by Lynn Hunsaker, CCXP, a global CX thought leader, the 5-week masterclass dives deep into the core competencies of the CX Framework.
This is more than a Masterclass, it’s a strategic accelerator for anyone looking to elevate their CX career and drive meaningful change in their organizations.
📩 Would you like more information? Kindly register via the link below: https://bit.ly/CCXPPrep
Reflections from Our July Experience Redefined Webinar
In our July webinar, “From Friction to Flow: Eliminating Pain Points in the Customer Journey,” we explored how technology can either streamline or disrupt customer experiences. The conversation focused on identifying friction points, understanding customer pain, and creating seamless interactions across the journey.
Highlights:
🔹 Sébastien Strauss, Founder of Zapio.ai, challenged us to view technology as a an enabler not the destination and emphasized the importance of human context in digital solutions.
🔹 Dr. Lucy Kiruthu, Faculty Member at The CX Academy Africa, guided participants through practical exercises, encouraging customer journey mapping and real-time feedback to eliminate friction.
📅 Don’t miss the next Experience Redefined webinar on August 12th
We will dive into Mastering CX Metrics: How toMeasure and Improve Customer Satisfaction:
You will walk away with:
✅ A clear understanding of the key metrics that truly matter in CX
✅Practical tools to track, analyze, and improve your customer experience over time
Join the webinar by registering here: www.bit.ly/ExperienceRedefinedMonthly
☕ July CX Virtual Breakfast: Powerful CX Insights!
Our July CX Virtual Breakfast Conversations were a serving of real conversations and real impact. Leading CX professionals from across the continent gathered to share hard-earned lessons, shift perspectives, and offer bold ideas for designing customer journeys that truly work.
Here are some of the powerful reflections shared by our guests:
- “ Working in an environment where every action revolves around the customer instills a deep and lasting commitment to excellence.”
— Naima M. Mwawasi, Regional & Country Head, Customer Experience (ESA)
- “CX is a financial strategy. It goes beyond emotional engagement and soft skills; it must be viewed as a lever for business growth, just like capital investment.”
— Stanclaus Agacho, Finance & Growth Strategist, EDOMx Ltd
- “The customer is the compass. True direction in service doesn’t come from assumption; it comes from listening to the customer’s feedback. This is how a business knows when to turn, pause, or press forward.”
— Joan Mwanthi, Customer Service Supervisor, AAR Healthcare
- “Good service must lead to a good experience. Serving customers isn’t enough if the journey is frustrating. CX requires intentional design, not just delivery.”
— Shifrine Simwa, Head of Customer Service, First Assurance Co. Ltd
- “You can’t deliver a world-class experience if you don’t build world-class skills. Equip your people with what good looks like.”
— Belinda Wera, HOD: Customer Experience & Digital Care, Vodacom Tanzania
Case Study for the Month
How a Logistics Platform Eliminated Pain Points to Create a Seamless Customer Journey
Business: SwiftGo Africa is a B2B logistics startup providing same-day and next-day delivery services for e-commerce retailers across East Africa.
🔍 The Challenge
SwiftGo was growing fast, but customer satisfaction was dropping. Their NPS score had stagnated, and they were receiving complaints about:
- Missed delivery updates and lack of real-time tracking
- Confusion around pickup times and failed deliveries
- High support call volumes from frustrated customers needing status updates
The friction across touchpoints was breaking trust and slowing growth.
✅ What SwiftGo Africa Did
- Mapped the Entire Customer Journey
Using customer interviews, support tickets, and delivery logs, the team identified critical moments of friction especially between order placement and final delivery. - Redesigned the Tracking Experience
They upgraded the customer portal and mobile app to include real-time GPS tracking, clearer estimated delivery windows, and proactive SMS alerts. - Introduced a “Flow First” Policy for Internal Teams
Every department was tasked with removing one major friction point in their process. Operations, tech, and support worked together in bi-weekly “CX Flow Clinics” to resolve bottlenecks. - Simplified Customer Communication
They consolidated fragmented WhatsApp and email updates into one consistent channel with automated alerts and human handoff for issues.
📈 The Results (After 3 Months)
- 52% Drop in ‘Where is my order?’ Support Tickets
- Average Delivery Time Improved by 17%
- Customer Satisfaction Score (CSAT) Rose from 71% to 91%
- Customer Churn Rate Dropped by 26%
Conclusion
SwiftGo Africa’s transformation shows that CX “flow” doesn’t happen by accident it’s intentional. By identifying friction, aligning teams, and redesigning moments that matter, they turned everyday frustrations into opportunities to earn trust and loyalty.
Quote of the Month
“Your most unhappy customers are your greatest source of learning.”
— Bill Gates, Co‑founder, Microsoft
Just for Laughs
Customer: “Why does my bank app say ‘insufficient funds’? I know I’m at Zero balance, but must it shout?”
Support: “It is just trying to be honest, but with love.”😂
What is Happening this August!
The World of CX Virtual Breakfast Conversations Continues
Our vibrant weekly CX conversations continue to inform, inspire, and challenge thousands across Africa and beyond to place the customer at the heart of everything they do.
This August, we invite you to join us every Tuesday at 7:30 AM (EAT).
On Tuesday, August 5th, 2025, we will listen to the inspiring CX story of Eric Muthengi, Head of Customer Experience at ICEA LION Group. A driven leader with over 10 years of experience, Eric has been at the forefront of shaping customer-centred cultures, service innovation, and leading CX strategy within the insurance sector.
📌 Sign up here to receive the Zoom link: https://bit.ly/WorldofCX
Let’s keep the momentum going, because great CX is built one conversation at a time.
Master Customer Experience one Webinar at a time!
This month’s Experience Redefined session is all about helping you take control of what truly matters in Customer Experience, your metrics.
On Tuesday, 12th August 2025, join us as we define the metrics that matter in CX and use the right CX data to drive better decisions and real results.
🔎 You’ll Discover:
- Key Customer Experience (CX) metrics and their relevance.
- How to use CX metrics to drive business improvement and performance
This session is ideal for CX professionals, business leaders, and anyone looking to drive business performance through data-driven customer insights.
📆 Date: 12th August 2025
🕚 Time: 11:00 AM – 12:00 PM (EAT)
💳 Fee: KES 1,000 | MPESA Till No: 4187710
🔗 Save your spot: bit.ly/ExperienceRedefinedMonthly
Reserve your seat and take a step toward smarter CX measurements.
Are you a professional looking to stand out in your role or just getting started in your career?
This program is for anyone in customer service, sales, marketing, admin, or operations who wants to sharpen their edge through customer experience skills.
The truth is: thriving in today’s workplace favors professionals who understand people, solve problems, and create meaningful impact in every customer interaction.
That’s where the Foundations of CX Excellence Program comes in.
Over 6 weeks, you’ll learn how to:
✅Communicate clearly and confidently
✅ Handle tough customer moments with empathy
✅Understand how CX connects to business success
✅Build emotional intelligence that boosts team performance
✅And most importantly create real value wherever you go
This is a chance to shift how you think, work, and grow.
📅 Starts: 7th August 2025
⏳ Duration: 6 Weeks
💰 KES 28,500
🔗 Save your spot: https://bit.ly/FoundationsofCX
It is time to become the CX Champion your team needs!
Great customer experience doesn’t happen by accident, it’s led by people who think differently, serve intentionally, and inspire change.
That’s what the CX Champion Training Program is all about. In just 6 weeks, you’ll build the skills to champion Customer Experience in everything you do:
✅ Build a strong foundation in customer-centric thinking
✅ Master communication and service excellence
✅ Understand what customers really want and how to exceed it
✅ Learn how to manage feedback and influence change within your organization
Whether you’re in leadership or aspiring to be, this program will give you the mindset and tools to elevate your team’s CX game.
📅 Starts: 5th August 2025
💰 Investment: USD 290 (Full Program)
🔗 Register now: bit.ly/CXChampionMonthly
The more CX Champions we have, the better business outcomes!
Let’s shape the future of Customer Experience together.
If this newsletter sparked new ideas or inspired you, don’t keep it to yourself! Share it with your team, your peers, or someone who’s passionate about driving meaningful customer experience.
At The CX Academy Africa, we’re here to walk with you every step of your CX journey.
Need support or have questions?
📧 cx@cxacademy.africa
📞 +254 701 873 777
🌐 www.cxacademy.africa
