Joshua Chijioke, Business Development Manager for Chenosis at MTN, has underscored the growing importance of data-driven customer engagement, stating that businesses must leverage customer insights and artificial intelligence to improve communication, reduce churn and deliver more personalised experiences.
Speaking at a Digital Transformation Conference for marketing and advertising professionals in Accra, Mr Chijioke explained that businesses can use customer behaviour and network activity data to identify users who may be at risk of leaving a service.
According to him, delays in customer adoption of certain features can serve as early warning signs of potential churn, allowing businesses to intervene proactively through targeted digital campaigns such as SMS marketing and personalised outreach.
He noted that data analytics provides organisations with the ability to communicate more effectively with customers by identifying behavioural patterns, customer profiles and account activity.
“The more insights businesses have about their customers, the better their ability to engage them with relevant products and services,” he said.
Mr Chijioke also emphasised the importance of maintaining accurate and up-to-date customer records before launching communication campaigns. He observed that some businesses continue sending promotional messages to users who are no longer active on certain applications or whose numbers may have been reassigned to different individuals.
He warned that such practices can result in businesses targeting the wrong audience, thereby reducing the effectiveness of marketing campaigns.
He further described data as the foundation of success in the era of artificial intelligence, emphasising that quality data enables organisations to target customers more precisely, personalise experiences and improve engagement outcomes.
Highlighting the capabilities of Chenosis, Mr Chijioke said the platform offer businesses significant opportunities to improve customer targeting, customise communication and reach audiences more efficiently.
He encouraged organisations interested in exploring such solutions to engage with him for further discussions and virtual presentations on how the technologies can support business growth and customer engagement strategies.
