The new name was informed by African game Ajua that encourages players to be strategic and keen

– Investors have been urged to embrace the use of intelligent information for them to be able to make more data driven and customer centered decisions

– Ajua has pledged to continue bridging the knowledge gap existing between businesses and consumers

– The integrated customer experience company will employ latest intelligent technologies as a new strategy of giving businesses market insights

Nairobi based Customer Experience company mSurvey has rebranded to Ajua, Africa’s first integrated customer experience company.

The move serves to reflect their growth, ambition and African Identity in their corporate brand.

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Need for intelligent data, information emphasised as mSurvey rebrands to Ajua

Ajua’s technology integrates with businesses with a view to measure and optimise their customer experience. Photo: Ajua
Source: UGC

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Ajua’s products have evolved to accelerate business growth on the continent by bridging the gap between businesses and their customers.

“We are building a brand that embodies the future of customer experience in today’s world. Our new brand embodies our dedication to continuously innovate our technology to provide businesses with actionable insights,” Ajua CEO, Kenfield Griffith said in Nairobi on Wednesday, July 31.

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Need for intelligent data, information emphasised as mSurvey rebrands to Ajua

Ajua CEO Kenfield Griffith said understanding customers was a difficult puzzle that every investor should never stop trying to solve. Photo: Ajua
Source: UGC

Ajua’s technology integrates with businesses at the points that matter most to their customers to measure and optimise their customer experience.

Since the company’s inception in 2012, Ajua has enabled leading brands in Africa to improve their customer experience and operational efficiency with strategic information on their customer brand journey.

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The tech firm drew inspiration for their new corporate brand from Ajua, a game of strategy which is believed to be one of the oldest games in the world.

Ajua originated from Africa and spread to the rest of the world, it has been passed down from generation to generation and is widely played to date.

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The board game is now over 1,300 years old with over 200 variations. It goes by over 800 names and is played in about 99 countries around the world.

Ajua mirrors the game of strategy by enabling businesses to see, think, move and win.

The company’s evolution into an Integrated Customer Experience Company has gone a step above giving businesses a proactive customer centric approach with rich customer data from meaningful customer interactions.

Need for intelligent data, information emphasised as mSurvey rebrands to Ajua

From (l) Kenfield Griffith (Ajua CEO), Sylvia Mulinge (Safaricom Chief Customer Officer), Louis Majanja (Ajua Chief Product Officer), Maya Hayakawa (panel moderator) Photo: Ajua
Source: UGC

The company now aims to enable companies to predict customer needs with up to date customer analytics and tools to take action where it matters most.

Chief Product Officer, Louis Majanja underscored importance of customer related date and the role it played in cementing the base on an investment and quality improvement.

“We are embedding technology into culture, our rebranding captures our commitment to help businesses understand their customers and empower consumers in the market,” stated Majanja.

On her part, Safaricom Chief Customer Officer Sylvia Mulinge noted that modern day customers are more demanding and discerning.

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Need for intelligent data, information emphasised as mSurvey rebrands to Ajua

Mulinge noted that modern day customers are more demanding and discerning and as a result, investors need intelligent approaches to understand them. Photo: Ajua
Source: UGC

Mulinge added that for any business to succeed, then it was imperative for it to have intelligent data which helps in building a product or service around the need of a customer.

“You cannot make much impact in your business without putting the customer at the center of everything. Ajua has made a lot of impact by providing customer data and insights that have helped businesses make more targeted decisions,” she stated

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