As Africa’s premier customer experience (CX) conference returns to Cape Town next week, the CEM Africa Summit 2025 is set to confront some of the sector’s biggest challenges — from siloed teams and fractured data strategies to the evolving demand for human-centered digital transformation.
In a climate marked by economic pressure and rapid technological change, African CX professionals are being pushed to deliver value that resonates deeply with customers — not just in numbers, but in meaning. So what does “value” actually look like in 2025? And how are leading African brands rebuilding trust, creating connection, and driving sustainable growth?
Ahead of the two-day summit, three headline speakers — Tatiana Ndlovu (Nedbank Africa), Zain Naidoo (Dischem), and Ben Phillips (Fujitsu Europe) — offered exclusive insights into the shifting CX landscape.
The Trust Economy Is Here
“The most urgent challenge right now is the digital divide — and with it, a crisis of trust,” says Tatiana Ndlovu, Executive Head of Marketing at Nedbank Africa.
She argues that digital transformation falls flat without reliable access, and even where access exists, trust deteriorates when consent and data transparency aren’t prioritised.
“Customers today aren’t just choosing brands — they’re choosing ethics,” Ndlovu emphasises.
“The best companies are investing in transparent data policies, empowering frontline staff, and offering personalised, localised digital content. It’s not just about being digital. It’s about being human.”
From Broadcasting to Bonding
Zain Naidoo, Head of Digital at Dischem, echoes that sentiment but focuses on how brands engage.
“We’ve entered a phase where generic, one-size-fits-all messaging no longer works,” he explains.
“Customers want to be seen, heard, and helped — not just sold to.”
Naidoo sees the future of CX as one driven by dialogue, not delivery. Success, he says, lies in moving from mass broadcasting to meaningful bonding, with data that feels personal — never invasive.
Crucially, that shift starts within organisations.
“Top brands are breaking down silos. CX, digital, marketing — they’re all aligning around shared outcomes. If your departments still operate in isolation, the first step is to get everyone into the same room and walk through the customer journey together.”
CX Clarity Over Data Overload
Despite the abundance of customer data, Ben Phillips, Head of the CX Performance Centre at Fujitsu Europe, warns against the trap of over-reliance on metrics.
“We’re drowning in surveys and dashboards,” Phillips says. “What we really need is clarity. We need to communicate, in plain language, what customer experience means in each person’s role.”
He challenges one of the industry’s most common mantras: “CX is everyone’s job.”
“It sounds great, but without clear direction, it’s meaningless. We have to move from vague ideals to specific, role-based actions that actually drive change.”
Why CEM Africa 2025 Matters Now
Now in its 13th year, the CEM Africa Summit has established itself as the go-to annual event for CX leaders across the continent. The 2025 edition promises to be its most action-oriented yet.
From AI-driven service design to cross-channel customer journey orchestration, and from privacy-by-design to restoring consumer trust, the agenda spans critical CX themes across sectors including finance, retail, telecoms, and public services.
“CX can feel overwhelming,” Naidoo admits. “But CEM Africa is where the noise clears — and real solutions emerge.”
Ndlovu agrees:
“Leaders should leave with more than inspiration. They need actionable strategies that improve both customer experience and business outcomes.”
Phillips sums up the mission in one line:
“This isn’t about buzzwords. It’s about clarity — and execution.”
The CEM Africa Summit 2025 takes place on 20–21 August at the CTICC in Cape Town.
More information and registration available at www.cemafricasummit.com.
