Product manager for converged solutions at MTN Business, Hester Yaaba Andoh, has urged businesses to embrace digital transformation to remain competitive and also build stronger relationships with customers in an increasingly connected world.
Speaking at the MTN Digital Transformation Conference in Accra, Ms Andoh outlined three key principles she believes every modern business should prioritise: “Get Discovered, Be Heard, and Stay Connected.”
Addressing participants at the conference, she said these principles are central to helping businesses grow their visibility, strengthen communication and improve customer engagement in the digital age.
“I would like you to take away three key things from this presentation today,” she said. “For businesses, it is all about getting discovered, being heard, and staying connected.”
On the issue of visibility, she explained that businesses must establish a strong and professional online presence to attract and retain customers.
According to her, MTN Business offers solutions that enable businesses to create professional websites within seventy-two hours, helping organisations improve how they present themselves digitally.
She noted that the solutions include cloud chat integration, embedded search engine optimisation (SEO) tools, website analytics and business community features designed to enhance customer interaction and brand credibility.
“Today, perception matters,” Andoh stated. “Your website is often the first impression customers have about your business, and that digital presence can determine whether people trust your brand or move on.”
She further highlighted the importance of being heard in an era where digital business transformation is reshaping communication and customer expectations.
While many organisations continue to rely on traditional communication methods, she said businesses must adopt smarter and more efficient systems to remain relevant.
Ms Andoh explained that MTN Business provides communication platforms that allow businesses to send professional messages using ready-made templates, deploy AI-powered communication applications and integrate SDK messaging into their existing systems.
“These solutions help businesses communicate effectively with their customers while maintaining consistency and professionalism,” she added.
Touching on the final pillar, “stay connected”, Andoh emphasised the growing importance of understanding customer behaviour and sentiment across multiple communication channels.
She said MTN Business offers unified communication solutions that integrate channels such as WhatsApp, email, voice calls, and social media platforms to help organisations engage customers more effectively.
The platforms, she explained, can also leverage artificial intelligence to convert speech to text, analyse customer sentiment, and provide actionable insights into customer perceptions about brands, campaigns and services.
“This is not just about customer engagement,” she said. “It is about helping businesses make informed decisions, improve operations and measure the real impact of their communication strategies.”
Ms Andoh concluded by stressing that businesses of all sizes and industries have opportunities to benefit from digital solutions tailored to their growth journeys.
“In short, there is an opportunity for every business to get discovered, be heard, and stay connected,” she added.
