By: Francis Kargbo, Media Relations Intern.Africell Sierra Leone’s CEO, Shadi Gerjawi has reiterated that the telecommunications provider always puts customers first in all its decisions and that user satisfaction is the true test of any product. Speaking to participants of the company’s Customer Experience (ACE) Media Tour, Gerjawi said that as customer needs evolve, Africell must be agile and responsive by engaging directly with communities across the country.
Gerjawi said the company’s customer-centric strategy is well established, not a recent pivot. “For the last five years, Africell teams have been doing regular outreach and the ACE program is just formalising this by bringing senior management and frontline staff to the public space to listen and respond,” he said. “It doesn’t matter what product we have. If the customers are not happy with that product, that means we don’t have a good product,” he told reporters and callers on the tour, noting that feedback often leads to a prioritised list of issues the company needs to work on.
The ACE Media Tour on Thursday, August 13, afforded a two-way communication platform for both Africell representatives and the general public nationwide. The company’s directors, managers and customer service teams called on markets, streets and broadcast studios to explain services, answer questions, and record concerns as they came in. The meeting discussed core network offerings, Afrimoney digital finance services, recruitment opportunities, corporate social responsibility programs and plans for geographical and technology expansion.
Gerjawi outlined a number of strategic investments and partnerships, which underline Africell’s dedication to innovation and accessibility. The company has launched 3G and 4G networks, is preparing for future 5G deployments and is continuing to extend Fibre-to-the-Home (FTTH) services to improve broadband access. However, Afrimoney remains a flagship product for Africell as it continues to push digital financial inclusion. One example of collaboration to improve customer choice was an agreement with Sierratel as a Mobile Virtual Network Operator (MVNO). Africell’s social impact work included safety and inclusion programs like KidZone, which helps children navigate the internet more safely, and a partnership with the Milton Margai School for the Blind.
For Gerjawi ACE goes beyond media appearances; it’s a constant conversation to build trust, make sure value for money and inform product development. Feedback received during the sessions often leads to operational follow-up and even product improvements, he said, demonstrating the company’s willingness to act on feedback from consumers. Africell, which has been operating in Sierra Leone for more than 20 years, says its market position is the result of a consistent commitment to listening, delivering reliable services and providing competitive pricing.
As the telecommunications landscape continues to evolve, Africell’s leadership remains committed to growing its reach and leveraging consumer input to inform future investments and service enhancements, providing reliable and affordable connectivity to Sierra Leoneans.
