Young workforce drives Africa’s CXM industry growth
TEXAS, UNITED STATES — Africa is rapidly emerging as a global hub for customer experience management (CXM) outsourcing, driven by advancements in digital connectivity and a burgeoning young population.
A new report by Everest Group and CCI highlights the continent’s untapped potential in the CXM sector, emphasizing its vast and young talent pool. With an average age of 25 and 420 million people aged 15 to 35, Africa boasts a dynamic workforce eager to engage in the global economy.
Government initiatives boost Africa’s CXM market
African governments are actively promoting a business-friendly environment, implementing policies that encourage foreign investment and infrastructure development.
Initiatives such as Kenya’s special economic zone for CXM businesses and Rwanda’s focus on becoming a technology and innovation hub are indicative of the continent’s commitment to becoming a global leader in the CXM space.
Investments in talent development and skill-building initiatives are nurturing a highly skilled labor force ready to meet the demands of modern customer service.
Overcoming infrastructure challenges in African CXM
While challenges such as unreliable power and internet connectivity persist in some regions, ongoing investments in digital infrastructure are steadily bridging the gap.
The report revealed that several African countries are privatizing their telecom and power sectors to improve network uptime and power grid infrastructure, further boosting the continent’s appeal as a CXM destination.
According to the data, 85% of global companies surveyed now view Africa as an attractive region to outsource their global customer care operations to, and 82% have seen a positive shift in their perception of Africa over the past three years.
Strategic time zone and multilingual advantages
Africa’s strategic time zone positioning, aligning with major markets in Europe and North America, is another key factor contributing to its rise as a CXM powerhouse. This alignment enables real-time collaboration and streamlines communication, enhancing operational efficiency and customer satisfaction.
Additionally, Africa’s broad language proficiency makes it a popular outsourcing destination. The continent is home to 250 million English speakers, as well as a large population proficient in French, Portuguese, Spanish, Italian, and Arabic.
As a result, about two-thirds of global companies now view Africa as a competitive option for scalable, multilingual talent.
Pan-African BPO growth
Data points to the bulk of new call center jobs concentrating around South Africa, Kenya, and Egypt, which the report’s analysis identified as the ‘established CXM outsourcing markets in Africa’.
Countries such as Ghana, Rwanda, and Ethiopia were identified as ‘upcoming CXM markets in Africa’, and they stand to benefit from increased global outsourcing investment.
These results come weeks after Kenya’s President William Ruto announced his government’s goal of creating one million digital jobs through BPO expansion.
Africa’s emergence as a global CXM hub is a testament to its demographic dividend and ongoing digital transformation.
As the continent continues to invest in its people and infrastructure, it is poised to play an increasingly pivotal role in shaping the future of customer service on a global scale.
