Customer experience (CX) in Africa's digital economy is shifting from a reactive support function to a strategic business priority, emphasizing human connection. This transformation is driven by digital-first customers who expect seamless, convenient, and transparent interactions, forcing companies to embed CX across all functions.

• The new benchmark for companies is providing seamless experiences, leveraging technology like AI and automation to allow human agents to focus on empathy.
• MultiChoice is highlighted as a company that has successfully aligned cross-functional teams around the customer journey, moving from transactional service to relationship-driven engagement.
• Practical innovations such as in-app live chat, STK Push payments, and digital self-service are being adopted to remove customer hurdles, with an emphasis on empathy and responsiveness to feedback.