Artificial intelligence (AI) is reshaping customer experience across Africa, but its success depends on strong systems, thoughtful design and a customer-focused approach, according to Proud Dzambukira, Group Head of Product at Watu.
In an article titled “Customer Experience at the Crossroads: What We Learned Scaling AI for CX in Africa,” Dzambukira argues that businesses should view AI not as the transformation itself, but as a tool that strengthens well-designed customer service systems.
He noted that rising customer expectations, driven by digital platforms, have changed how people evaluate services. Customers increasingly demand instant responses, personalised interactions and seamless experiences across the channels they already use.
“AI is not the strategy. System design is the strategy,” Dzambukira said, emphasising that artificial intelligence delivers value only when integrated with channels, customer data, workflows, knowledge systems and quality controls.
At Watu, which provides financing solutions across several African and Latin American markets, customer experience is viewed as a core business function rather than a support service. Dzambukira said millions of customers rely on mobile phones as their primary connection to financial services, making speed, accessibility and trust critical.
He explained that businesses should focus on improving customer outcomes rather than simply automating processes. Simple requests such as balance checks or payment guidance can be handled through automation, while complex issues, fraud cases and sensitive customer concerns require human intervention.
According to Dzambukira, AI can help companies identify customer needs faster, but poor systems, incomplete data and weak processes can limit its effectiveness.
“The point of reading customer signals is not to automate the complaint. It is to remove the reason for it,” he said, adding that every customer interaction provides valuable insight into how products and services can be improved.
He highlighted that African markets require locally designed customer experience solutions that consider factors such as mobile-first users, varying levels of connectivity, multiple languages and affordability challenges.
Dzambukira said the future of customer experience will not be defined by replacing people with AI, but by using technology to build systems that are faster, more transparent and more trustworthy.
“The job is not to build AI that sounds human. It is to build systems that act humanely,” he said.