Cementing success through meaningful customer engagement

AfriSam, a leading supplier of construction materials, has sustained its success by placing customers at the heart of its operations. This customer-centric approach has not only strengthened its market presence but also contributed to broader societal benefits that are often unnoticed.

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In an industry where cement is frequently seen as a commoditised product, price often dominates purchasing decisions. Recognising this, AfriSam has focused on enhancing its customer experience to deliver value beyond the product itself. According to Richard Tomes, AfriSam’s Sales and Marketing Executive, “AfriSam has leveraged our 90 years in this industry by structuring ourselves around the whole customer experience. Today, this includes using the latest technology to streamline a customer’s journey with us – from enquiries and quotes, through order placement and technical advice, to payments and delivery tracking.”

AfriSam’s ClickToGo platform, for instance, offers realtime account management, streamlining processes such as order placement, payment, and delivery tracking. Yet, as Tomes emphasises, “Technology can be efficient and useful, but computers do not understand the complexity of our real-life human working environment. Customers often need a person to talk to, who will understand what needs to be done in any situation.”

To meet this need, AfriSam maintains a centralized, well-trained contact centre, ensuring responsive and personalised service.