NCC Case Study: The 7 CX Management Competencies In Action.

Hello!

It is no secret that I have now researched and published my take on the customer experience management competencies that African professionals and businesses should focus on. This article demonstrates how these competencies apply from a career readiness competency perspective which is the anchor on which I establish these competencies.

Background

In March 2023, the Nigerian Communications Commission (NCC) released a list of harmonised shortcodes for mobile networks in Nigeria. Also, it mandated all mobile network providers (MNPs) to adhere to the directive between March 2023 and May 17th, 2023.

In its press release, the NCC stated that this development was meant to improve the user experience #UX of the country's 222.5 million mobile phone subscribers . However, it is essential to know also that the average Nigerian uses more than 1 SIM card, i.e. MNP, so imagine the poor UX of remembering the shortcode for all the providers. For instance, my siblings and I have an average of 2 lines in my family. Still, my elder brother, who travels a lot between states, uses all 4 MNPs in the country, i.e. MTN Nigeria , airtel , Globacom and 9mobile MNPs, so regardless of the city or state he is in, he stays connected. He can make calls, receive calls and access the internet. Just think about him having to memorise the airtime and internet data shortcodes for all 4 MNPs.

Thanks to the NCC, his experience as a user has been simplified with this harmonised coding system because this new development means that users of all MNPs operating in Nigeria will carry out their network services using the same shortcodes listed in the image below.

As expected, the NCC has to enforce compliance being?the independent national regulatory authority for the telecommunications industry in Nigeria; therefore, it mandated all MNPs to comply, providing a 2-month window, i.e. March - May 17th 2023, to implement the harmonised codes for better UX in the country.

Would you happen to know what happened?

In compliance with this directive to improve the UX of over 222.5 million subscribers, all MNPs have now harmonised their coding system within the timeline, and I have observed a commendable level of agility, as always, in using a human-centred approach to complying, particularly by MTN.

In this article, I will use the seven (7) competencies I recommend for Africa to explain what these MNPs have done and how they can maximise this opportunity to not just comply with the regulation but also increase their subscriber base.

COMPETENCY ONE: Business Understanding.

The MNPs had a new business goal: to comply with the latest regulatory policy. Yes, the procedure is designed for improved UX but sanctions apply when MNPs do not comply, so whatever business strategy was the focus for 2023, there has to be a shift for this to work. I remember my days in telecommunications when the same NCC gave a directive that all MNPs must ensure that all SIM cards were dully registered before lines were activated. Understanding this goal and overall short, medium and long-term business goals is critical and is the first skill/competency to master, so regardless of the direction the business is going, you remain relevant and can add value.

COMPETENCY TWO: CX Alignment.

If the priority of the business has changed with a 2-month deadline that can attract penalties if not complied with, does CX or CX management remain business as usual? No! This is why building a rock-solid CX management operations structure is essential so you are agile and can address any new business goals. That's Africa for you! Government policies can change at any time, giving little or no notice for implementation, so all your dashboards, metrics, and journey maps go out the window! Lol. Having observed that the business goal has been modified, it is essential to align CX activities to that goal and be the voice of the customer and employee in designing and implementing the compliance process.

COMPETENCY 3: Stakeholder Inclusion and Organizational Alignment.

You can only do this with CX. You need the whole tribe, literally! It is essential to get everyone on board, i.e. identify your internal and external UX-impacting ecosystem/stakeholders. Citing again my experience activating an NCC directive while being a CX manager at a telecommunications company, there was a limited compliance window. Hence, we set up a committee with all responsible parties and CX acting as the project manager, mapping and managing the overall UX journey while providing weekly reports/updates containing identified CX metrics and sharing the same with all stakeholders. In no time, we had implemented the initiative, we were improving progressively, everyone was on the same page, deeper relationships were built, and yes, silos were broken. The truth is that impromptu business goals like this are opportunities CX can leverage to break silos in Africa.

COMPETENCY 4: CX Design, Implementation, and Measurement.

I think it's essential that you wait to start implementing. The MNPs had a 2-month window to think about the UX end to end, identify the most operational and cost-effective channels of communication, jobs to be done, who will be responsible, implementation timelines, what success would look like and how it will be measured. For example, I use the MTN network, and I have noticed for the last couple of days that when I make a call, I hear an interactive voice response (IVR) prompt informing me about the new shortcode before my call goes through. Could you take a listen below?

Regarding measuring UX success, what key performance indicators (KPIs) should you focus on? The scope of the project, or should I say the business goal in this instance, requires THINKING DIFFERENTLY to determine the right CX metrics for the MNPs, so MTN and other MNPs in this instance should be looking at KPIs such as (and in line with user journey):

1. IVR Repeat Rate or IVR Repetition Count. These terms describe how often this specific voice prompt is played to a caller before taking a particular action or moving on to the IVR system's next stage. Monitoring the IVR repeat rate or count can help MTN assess the effectiveness and efficiency of this voice prompt in ensuring that MTN subscribers get the message. In my case, I noticed that after several plays, the prompt stopped utterly.
2. Transaction Success Rate: This KPI measures the percentage of successful transactions when subscribers purchase airtime or data through the unified shortcode system. It helps assess the reliability and functionality of the system, ensuring that users can complete their transactions without issues.
3. Transaction Speed: Monitoring the time it takes for subscribers to complete airtime or data purchases through the shortcode system is crucial. Faster transaction speeds indicate a streamlined process, enhancing the subscriber experience by reducing waiting time.
4. User Error Rate: This KPI tracks the frequency of user errors or inputs mistakes during the purchasing process. A lower user error rate suggests that the shortcode system is intuitive, user-friendly, and designed with clear instructions, minimising the likelihood of mistakes.
5. User Error Resolution time: This KPI tracks the average time for customer support or technical teams to spot errors proactively and resolve them during the transaction process after the 1st two attempts maximum. A lower error resolution suggests that the UX management team is technically competent and equipped to spot errors in real-time and resolve them immediately, i.e. before the user's 2nd or 3rd attempt.
6. Completion Time: The average time users take to complete a transaction, from initiating the purchase to receiving the airtime or data, is a critical UX KPI. A shorter completion time indicates an efficient and convenient process, contributing to a positive user experience.
7. User Satisfaction Score: Conducting user satisfaction surveys or collecting feedback after transactions can provide valuable insights into users' overall satisfaction with the unified shortcode system. A high user satisfaction score indicates that the system meets or exceeds user expectations regarding ease of use, convenience, and reliability.
8. User Retention: Monitoring user retention rates after adopting the unified shortcode system for airtime or data purchases can indicate the system's impact on user loyalty. Higher user retention rates suggest that the system provides a satisfactory experience, encouraging users to continue utilising the service.
9. Customer Feedback and Ratings: Monitoring subscriber feedback, ratings, and reviews provides valuable insights into the user experience. Collecting feedback can help identify areas for improvement and gauge user satisfaction with the unified shortcode system.
10. Conversion Rate: If the unified shortcode system is used as promotional material, monitoring the increase or decrease in its adoption, i.e. conversion rate, can provide insights into the system's effectiveness in driving sales. A higher conversion rate indicates that users find the system compelling and are more likely to make purchases.
11. % Revenue Generation: Monitoring the revenue generated from the unified shortcodes, e.g. airtime and data purchase shortcodes, is vital so MNPs can track if there is a dip or an increase which is directly related to all of the 10 KPIs stated above

Regular monitoring and analysis of these KPIs enable the MNPs to optimise the UX of the shortcode system and provide a seamless and satisfying experience for users while being regulatorily compliant.

COMPETENCY 5: CX Management Institutionalization: Having designed, implemented and measured the success of this regulatory directive to improve the UX, its important for the MNPs to conduct a post-mortem analysis and then, in favour of future UX improvement design projects, establish or tweak internal and cross-functional processes to support an agile UX improvement culture. In Africa, one thing is guaranteed - it will happen again!

COMPETENCY 6: CX Inspiration and Maturity: The ability to design, implement and scale this regulatory policy will be game-changing. The MNP that can do this quickly, seamlessly and effectively will be termed the industry leader and guess what? MTN Nigeria and 9mobile are in the lead! I reached out to a few contacts using airtel and Globacom , and they are yet to explore this alternative which, in my opinion, is a very effective way to pass the message across, i.e. "Before you make any call, here's what's new on our network!". Consider how this will boost the team's morale, and yes, MTN would want to retain this title, so bring on the next initiative!

COMPETENCY 7: CX Leadership: There are two sides to this, i.e. everyone involved in the project having improved CX management competency proficiency levels and then the business overall consistently seeking feedback from customers to maintain/increase user satisfaction, increase shortcode adoption and increase revenue generated by the shortcode. Remember that monies have been spent designing and implementing the compliance/improvement initiative, so how about we get some of that money back?

There you have it, my take on the NCC directive for harmonised shortcode system in Nigeria and how to look at this through the lens of the 7 CX management competencies I strongly propose for African professionals and businesses . If you observe, these are competencies that everyone needs to thrive in their career, so my hinging these competencies on career readiness competencies is researched inspired and what has helped me build a successful career.

This case study demonstrating how to apply Africa's 7 CX management competencies practically has given you a reason to THINK DIFFERENTLY.

Have a good one.

onome deBBie akwara

4-Time Top 50 African Global Customer Experience (CX) Thought Leader, CX Consultancy & EdTech Startup Founder

Pan-African Business Transformation Leader Helping Businesses Identify & Fix Gaps in Experience to Increase Customer Profitability and Boost Employee Experience