Building a

Customer
Centric Culture
Lessons from Paystack and Piggyvest
 Proven, practical
tactics to elevate your
business success.
Simpu offers an integrated suite of customer communication tools,
seamlessly combining shared inbox, chatbot, live chat, SMS marketing, email
marketing, and OTP APIs. These tools are meticulously designed to empower
businesses, ensuring consistent customer engagement and satisfaction
throughout the customer journey. Discover more at www.simpu.co

For deeper insights into customer-centric growth, innovative marketing

strategies, and the ever-evolving dynamics of startups, delve into our
thoughtfully curated articles at simpu.co/blog

Written by: Adebukola Ajayi and Ufuoma Uvomata

Edited by: Bolaji Anifowose

Design and Illustrations: Ejiro Williams

© 2023 Simpu Inc.

We deeply value creativity and originality. If our book serves as an inspiration,

we'd be honored. However, please ensure that any content or imagery
derived from this book is credited appropriately, with a link back to us.

For any queries or feedback, we're here to assist. Feel free to reach out at
info@simpu.co
Introduction
The key to success isn't solely about groundbreaking products or
cutting-edge technology. Central to the triumph of any venture is its
commitment to the customer—a dedication to understanding, serving,
and delighting them at every opportunity. "Building a Customer-
Centric Culture" offers you a profound exploration into this
philosophy, providing a behind-the-scenes look into the operations
of two of Africa's standout startups: Paystack and Piggyvest.

Paystack, a revolutionary payment processing company, has

transformed the way businesses handle transactions, offering
seamless solutions tailored to the African market. On the other hand,
Piggyvest, a pioneering savings and investment platform, empowers
individuals to take control of their financial futures, making saving and
investing simpler and more accessible.

Both these companies have not only introduced innovative solutions

but have also woven a customer-centric approach into their very
essence. This book unravels the intricate strategies, metrics, and
innovations they employ to ensure their users are more than just
satisfied—they are genuinely delighted.

Dive into these pages to uncover:

The foundational importance of a customer-centric culture in today's

competitive business world.
An in-depth exploration of Piggyvest's and Paystack's philosophies,
revealing how their core values are linked to the success and satisfaction of
their users.
The meticulous metrics that guide their customer satisfaction initiatives,
translating numbers into actionable insights and strategies.
 The unique challenges and opportunities of the B2B sector, and how
Paystack, in particular, navigates this complex domain.
Proactive strategies both companies employ, from adeptly handling social
media crises to harnessing the transformative power of community
engagement.
This narrative has been significantly enriched by the invaluable
contributions of Steve Amaza (Head of Customer Success, Paystack) and
Bukola Willoby (Head of Customer Success, PiggyTech). We extend our
heartfelt gratitude to both for generously sharing their experiences. Their candid
reflections not only offer a rare glimpse into the inner workings of two industry
trailblazers but also underscore the spirit of collaboration and knowledge-
sharing. Their willingness to dedicate their time and insights has been
instrumental in shaping this book, and for that, we are profoundly thankful.

"Building a Customer-Centric Culture" is more than just an exposé. It's a

blueprint—a guide for founders, C-level execs, business owners, senior-level
customer success professionals, and anyone looking to put their customers at
the center of their operations. It emphasizes the pivotal role customers play in
the growth and success of a business. It's a testament to the idea that when
customers are placed at the heart of operations, success isn't just possible; it's
guaranteed.

Embark on this enlightening journey and discover strategies, insights, and

inspirations to foster a culture that places customers at its core, propelling your
venture to unparalleled success.

If any section or insight from this book resonates with you or sparks excitement,
we'd love for you to share it with the world. Take to Twitter and let us know your
thoughts, and don't forget to tag us @simpuinc. Your feedback and
engagement will not only enrich the conversation around customer-centricity
but also inspire others to prioritize their customers in their business endeavors.

ii
Foreword from the
Frontlines
In the dynamic landscape of today's business world, understanding
the core principles that drive success is more important than ever. As
we stand at the frontlines, witnessing transformations and shifts, we
bring you firsthand insights from leaders who have carved paths of
innovation, resilience, and customer-centricity. In this section, they
share their reflections on the book "Building a Customer-Centric
Culture: Lessons from Paystack and Piggyvest", offering a mosaic
of perspectives that underpin the vital role of a customer-centric
approach in contemporary business.

"Having worked across industries over the years, I have witnessed first-
hand how the right customer-centric culture sets customers on a path
to accelerated outcomes, and conversely, how the absence of such can
lead to failure. The right customer-centric culture begins with an
interwoven approach into the very fabric of any business, extending
beyond specific teams or individuals. This book offers a practical and
impactful framework that cuts across people, processes, channels,
culture, and strategy, providing valuable resources to perfect the art
and science of exceptional customer service. When it comes to
delivering value and gaining the trust of customers, what starts right,
stays right. So do yourself and your customers a favour by reading this
insightful book."

— Ifeanyi Nwoke,
Head of Customer Success, Bumpa &
Co-Founder, Customer Success Africa

iii
"In today's fast-paced world, customer-centricity remains the North
Star of every successful business. In the pages of this book, you'll
discover the remarkable outcomes awaiting those who prioritize the
customer journey. The lessons gleaned from Nigerian tech giants
Paystack and Piggyvest are a reminder that customer success isn't just
about resolving issues; it's about creating connections that stand the
test of time."

— Peace Itimi,
Director of Marketing, Smile ID &
Host of Founders Connect

"Paystack and Piggyvest are the poster children for Nigerian tech
success. In this book, Simpu gives us a playbook for the most important
stakeholder in startups: the customer. The strategies, structures, and
lessons from Paystack and Piggyvest show us how to scale
organisations that build trust and have strong customer advocacy. I
recommend this to founders, operators and anyone who desires to
emulate the successes of these two outstanding companies."

— Binjo Adeniran,
Co-Founder, Future Africa &
Author, The Growth Handbook - Scaling Fintech in Nigeria

As you delve into this book, you're not just exploring theories but
embarking on a journey shaped by real-world experiences,
challenges, and innovations. We, from our various frontlines, have
found immense value in prioritizing the customer. And through the
ensuing pages, we hope you discover the same.

iv
Table of Content
Introduction i

Foreword from the Frontlines iii

The Importance of a Customer-Centric Culture 1

Understanding Customer-Centric Approach in B2C

5
Lessons from Piggyvest

Understanding Customer-Centric Approach in B2B 14

Lessons from Paystack

Key Metrics for Measuring Customer Success 25

Navigating Social Media Trends and Crisis 31

The Power of Community Involvement 38

About Simpu 44
 Chapter 1:
The Importance of a
Customer Centric
Culture

1
The rise of empowered customers
The world has evolved, and people know their worth. They know they have
options, so they expect only the best products, services, and support from any
business. Just like employees who demand work-life balance because they
deserve it, today's clients won't settle for a poor customer experience from any
company.

Customers have become empowered influencers and shapers of brands. The

internet and social media have given them the tools to make informed decisions
and voice their opinions loud and clear. They demand personalized experiences,
immediate responses, and seamless interactions across multiple channels.

omer-centricity matters
Why customer-centricity
For your business to survive and thrive, you need to put your customers' needs
first so they keep coming back. They are the people you serve, and their
revenue keeps your business open. According to a study by Harvard Business
Review, increasing customer retention rates by just 5% can boost profits by 25%
- 95%.

Businesses that prioritize customer satisfaction and engagement create a strong

emotional bond with their clientele. Loyal customers not only keep coming back
for repeat purchases but also act as brand advocates, spreading positive word-
of-mouth and bringing new business.

Edelman's Trust Barometer shows that 81% of customers say that trusting a
brand to do the right thing is a key factor in their purchase decisions. When
customers trust a brand, they are more likely to remain loyal and forgiving in
times of adversity.

2
Building trust
rust and credibility
People want to know from personal experience or word of mouth that the
brands they use keep the best interests of society in mind. A customer-centric
approach fosters transparency and empathy, which builds trust and credibility
with customers.

Establishing a customer-first culture helps businesses differentiate themselves

with their products, services, and the overall customer experience they deliver.
By consistently exceeding customer expectations, brands can gain a
competitive edge and secure a prominent position in the marketplace.

Embracing data-driven
ata-driven insights
According to Forbes, companies that are data-driven are 23X more likely to
acquire customers, 6X as likely to retain those customers, and 19X as likely to
be profitable than non-data-driven companies.

You can embrace this culture by using data-driven insights to understand

customer behavior, preferences, and pain points. Data-driven decision-
making helps to tailor your brand's offerings and communication to match the
exact needs of your target audience.

Startup companies that have successfully

embraced customer-centricity
In a world where everyone wants the best treatment, Piggyvest and Paystack
are shining examples of how to make customers feel great. They're the
champions of customer happiness, showing us that when businesses focus on
making customers smile, everyone wins.

3
Imagine a world where businesses treat you like a superstar, and whenever you
visit, they roll out the red carpet just for you. Well, that's the idea behind
Piggyvest and Paystack. They are two awesome companies from Nigeria that
are all about making customers feel like real VIPs.

Moving forward: Embracing a customer-first

philosophy
The customers should be considered whenever a decision is made to ensure all
aspects of the business contribute to customer satisfaction. This instills a
passion for excellence and continuous improvement across all departments.

In this eBook, we'll delve deeper into the strategies and philosophies that have
made Piggyvest and Paystack leaders in customer-centricity. We'll explore
how you can apply these lessons to your own business, creating a culture
where customers are not just satisfied but delighted

4
 Chapter 2:
Understanding the
Customer-Centric
Approach in B2C -
Lessons from
Piggyvest.

5
The atmosphere on Monday morning was filled with excitement as Piggyvest
customers came together to celebrate Piggyvest's 7th-year anniversary on
social media. Adebukola, Simpu's Content Manager, seized this opportunity to
delve into the captivating success story of this prominent Nigerian fintech
startup.

During a planned 30-minute call, Bukola Willoby, the Head of Customer

Success at PiggyTech, provided us with valuable insights into Piggyvest's
customer support accomplishments and their customer-centric culture.

Bukola Willoby is a passionate advocate for customer-centricity and places

paramount importance on prioritizing customers above all else. Emphasizing
the significance of fostering a customer-centric mindset among employees,
she urges other businesses to empower every department within their
organization to excel in providing support to customers, regardless of their
direct involvement in the support department.

The heartfelt praises and admiration PiggyVest receives from countless

satisfied customers on social media are a testament to the customer-centric
culture that the founders have built in the company.

So, why is adopting a customer-centric approach vital for B2C businesses?

The answer is simple: loyal customers who become brand advocates,

spreading positive word-of-mouth without the need for exorbitant advertising
expenses.

Most B2C fintech companies utilize various software to help them offer
convenient financial services to a broad audience. Mobile apps and online
platforms have revolutionized banking, savings, investments, and other
financial products, making them accessible to all. The goal is to break down
traditional barriers and make financial services available to everyone.

6
However, despite these technological advancements, some companies still
struggle with providing excellent customer support—a crucial aspect for any
financial institution. As the head of success at Piggyvest pointed out, people
don't take their money lightly, emphasizing the importance of delivering top-
notch customer service.

In this chapter, we will explore how Piggyvest has embraced customer-

centricity to foster enduring customer relationships and thrive in the
competitive financial landscape.

The core values that drive Piggyvest’s success

At the core of PiggyVest's philosophy lies a simple yet profound belief - making
customers happy is the ultimate goal. From its inception, the founders of
PiggyVest have identified that satisfied customers are the key to the
sustainable growth and success of any B2C startup. This customer-first
approach has helped guide their every decision and action, shaping the
company's values and culture.

PiggyVest places customers at the center of everything they do. Their

commitment to understanding their customers' needs and preferences doesn’t
end within the customer support department. It flows through every
department, driving the development of products and services.

PiggyVest has consistently demonstrated its commitment to going the extra

mile to bring smiles to its customers' faces through unique initiatives. As part of
their community-driven approach, they embarked on a meaningful endeavor
during last year's Christmas, providing food supplies and shopping vouchers to
people in need.

7
On International Women's Day, they celebrated women by reaching out with
financial support. During the ASUU strike, they sponsored 50 students to the
Nexford University program, further highlighting their dedication to education
and empowerment. Additionally, on Children's Day, they visited Meadow Hall
Education to teach kids about savings and investments.

Recognizing that supporting customers extends beyond their products,

PiggyVest places a strong emphasis on corporate social responsibility (CSR).
They understand that contributing positively to the wider community is crucial
to their growth and expansion into other countries.

As revealed by the 2019 AFLAC CSR SURVEY, consumers and investors

actively hold corporations accountable.

8
The survey findings indicate that 70% of consumers believe that large
companies carry a unique responsibility to contribute toward making the world
a better place. This sentiment reflects the growing expectation for businesses
to play an active role in social and environmental issues, beyond their core
operations.

In essence, PiggyVest's actions reflect the belief that businesses should not
only create value for shareholders but also play a vital role in making a positive
impact on the communities in which they operate.

Having fully charged support agents is the

secret to great customer service

It's a well-known fact that employees perform at their best when they are in a
thriving and supportive working environment. PiggyVest understands this
principle and goes beyond the mere formalities of onboarding new support
agents. Instead, they prioritize creating a transformative experience for each
new team member.

Recognizing the importance of a seamless transition, PiggyVest ensures that

new employees feel welcomed and supported right from their first day. They
cultivate an open communication culture, allowing new support agents to seek
guidance, ask questions, and learn from their mistakes without fear.

To empower their newbie team members, PiggyVest provides access to

managerial leads whenever needed and conducts regular in-house training
sessions. This commitment to continuous learning ensures that everyone on the
team is well-equipped with the necessary knowledge and processes to deliver
outstanding customer service.

9
“The little things you do for your support team would go a long way. They are
the front liners of your company and would know anything that’s happening
with customers before the management finds out.” - Bukola Willoby

PiggyVest treats its internal team as its number one customer, valuing them just
as much as its external customers.

Embrace technology without losing the

human touch
As the digital landscape keeps expanding, and businesses are increasingly
adopting AI tools to enhance various aspects of their operations. The customer
support team, in particular, has witnessed a surge in the use of AI-driven
customer experience software to assist support agents in working more
efficiently.

While these customer experience tools can be highly beneficial in streamlining

operations, it is essential for businesses not to lose sight of their core purpose
amidst the excitement of embracing technological advancements.

At Piggyvest, the head of success ensures that technology complements the

human touch rather than replacing it. Support agents work alongside the tools,
using them to improve speed and efficiency without sacrificing the
personalized connection they provide.

These tools enable surveys, data analysis, issue resolution, and personalization,
all while upholding the value of human interaction. By skillfully integrating
customer experience tools into their strategies, businesses can maintain a
personal touch in customer interactions, creating a seamless blend of
technology and human connection.

This balance fosters a unique and memorable customer experience, ensuring

continued success in the ever-changing business landscape.

10
High customer satisfaction leads to customers
providing support to one another
When customer satisfaction is high, customers naturally support one another,
creating a mutually beneficial environment. An important advantage of
providing top-notch support is that it cultivates loyal advocates for your
business.

As mentioned earlier, achieving high customer satisfaction extends beyond

mere product introduction; it involves guiding customers on how, when, and
why to use the product.

PiggyVest places great importance on empowering customers with financial

literacy and knowledge. To achieve this, they employ various educational
channels. Leveraging social media platforms, PiggyVest regularly shares
informative content, ensuring a consistent flow of valuable information for
customers.

Targeted emails are also utilized, sent judiciously to avoid overwhelming

customers with spam-like messages. Direct communication through calls
allows PiggyVest to seek feedback and identify areas of improvement.

Customer education and engagement significantly contribute to the overall

customer service experience. By empowering customers with financial
knowledge, PiggyVest builds trust and enables customers to make informed
decisions about their finances, maximizing the benefits of their services.

PiggyVest's customers exhibit a strong connection to the brand, willingly

becoming brand ambassadors and advocates. They enthusiastically share
positive experiences with others, voluntarily creating jingles, YouTube
channels, and social media posts to express their satisfaction.

11
This level of trust and loyalty is humbling to witness, demonstrating the power
of great service.

This organic form of marketing is highly valuable, as customers' trust and

positive experiences influence potential customers. Word-of-mouth becomes
a potent tool for expanding the customer base, reducing reliance on paid
marketing efforts.

In conclusion
PiggyVest's dedication to fostering a customer-centric culture extends beyond
the onboarding process of new support employees. The company invests in its
support teams, equipping them with essential tools and resources to excel in
their roles.

By empowering their employees with knowledge, they foster a supportive and

collaborative environment, where team members are enthusiastic about
delivering exceptional customer support.

Recognizing that trust is paramount in the financial industry, PiggyVest places a

high priority on transparency in its operations. Customers value knowing
exactly what's happening with their money, so the company ensures they
receive clear and accurate information about its services, policies, and any
external factors that may impact their finances.

The lessons from PiggyVest's approach to customer-centricity offer valuable

insights for any business looking to build lasting relationships with their
customers. By prioritizing customer needs, embracing technology, and
fostering a supportive work environment, companies can create a loyal
customer base that not only sustains the business but actively contributes to its
growth.

12
This revised chapter incorporates the insights from the conversation with
Bukola Willoby, providing a more comprehensive and nuanced understanding
of Piggyvest's customer-centric approach. It emphasizes the importance of
customer satisfaction, community engagement, technology integration,
continuous learning, and a supportive work environment. By weaving these
insights into the narrative, the chapter offers a richer and more engaging
exploration of customer-centricity in the context of a successful fintech
company.

13
 Chapter 3:
Understanding
Customer-Centric
Approach in B2B -
Lessons from
Paystack

14
Paystack is an African payment solution provider that facilitates online payment
through its payment gateway and in-person payment through its Point-of-Sale
(POS) Terminal. This makes it easy for merchants to accept credit and debit
card payments online and at physical retail locations from users.

After engaging with the Bukola, the Head of Customer Success at Piggytech,
we were motivated to further delve into Paystack's customer-centric
approach. With a determination to offer you unfiltered insights on building a
customer-centric culture, we decided to uncover learnings from Paystack's
strategies.

It's been years, and Paystack, akin to a child we closely followed from its early
stages of development, continues to inspire us. Today, a sense of nostalgia fills
us as we witness Paystack taking the lead during meetings, particularly when
organizations are deliberating on the payment channels to implement.

African businesses fell in love with Paystack not just for their stellar design and
excellent product but also for their continuous provision of the best service and
support whenever it’s needed. They’ve earned trust by assuring secure
transactions and fair handling of any issue or dispute.

Values that drive Paystack’s customer success

As a business that serves other businesses, Paystack has placed the customer
at the heart of their operations in order to gain a significant advantage. Their
commitment to a customer-centric approach is rooted in their core values,
emphasizing the importance of the customer experience.

15
Stephen Amaza, the Head of Customer Success at Paystack, emphasizes the
importance of customer experience: "The customer experience is super
important at Paystack because if the people you're serving are not happy, then
whatever you're building won't work for anyone."

Team structure for customer success

Paystack's customer success team operates like a well-oiled machine,

consisting of two specialized units: the developer relations team and the user
relations team. Together, they form the backbone of Paystack's customer-
centric approach, each playing a unique role in ensuring a seamless experience
for their business clients.

Developer relations team:

The developer relations team at Paystack is dedicated to making the
integration of Paystack's payment solutions as effortless as possible for
businesses.
Recognizing that businesses may vary in technical expertise, they provide
tailored support, including:

Guidance for integration: They offer step-by-step assistance to businesses,

ensuring that integrating Paystack into their existing systems is a smooth
process.
Customized solutions: Understanding that different businesses have unique
needs, they develop customized plugins and tools that facilitate
connections to popular content management systems like WooCommerce
and BigCommerce.
Continuous support: They maintain an ongoing relationship with
developers, addressing concerns, providing updates, and ensuring that
Paystack's services continue to meet their evolving needs.

16
User operations team:
The user operations team focuses on the broader user experience, ensuring
that both developers and merchants find value in Paystack's services. Their
responsibilities include:

Education and onboarding: They provide comprehensive education to new

merchants, explaining how to utilize Paystack's services to their fullest
potential.
Issue resolution: They act as the first point of contact for any issues or
concerns, working diligently to resolve them quickly and to the satisfaction
of the client.
Compliance and security: They run a meticulous vetting process for new
merchants, ensuring the legitimacy of businesses and compliance with
Paystack's acceptable use policy. This includes handling sensitive matters
such as chargebacks and fraud complaints with the utmost care and
professionalism.
Together, these two teams embody Paystack's commitment to a customer-
centric approach in the B2B space. By dividing responsibilities between
developer relations and user relations, they ensure that every aspect of the
customer experience is handled with expertise and care, from technical
integration to ongoing support and engagement.

This dual approach allows Paystack to cater to the diverse needs of their
business clients, building trust and loyalty that contribute to their continued
success

17
Empowering the team with the right tools:
Building a successful foundation

In many businesses, support teams are built around individuals who merely
follow scripts and take orders. This approach can lead to problems when
something falls outside the script, causing support agents to go off-script and
potentially provide incorrect information.

Paystack takes a different approach by empowering their support team. Rather

than merely receiving orders from other departments, the support team actively
shapes the foundation of how the team operates. Their close proximity to
customer issues equips them with valuable insights, allowing them to advise
the product team effectively.

A study conducted by Deloitte supports this approach, concluding that the

more involved the customer service team is in understanding and creating the
business case, concept, and design, the higher the levels of Customer
Satisfaction and Employee Satisfaction.

Deloitte's study further advised that companies should leverage the expertise
of their customer service employees at earlier stages of work. This strategy
adds value and fosters a more customer-centric view, as these employees
interact with customers on a daily basis.

During our interview, Stephen Amaza, Paystack’s Head of Customer Success,

emphasized the importance of this approach: “Support agents need to know
how to guide customers on how to use the product; otherwise, whatever the
company is building won’t matter.”

18
To enhance their expertise, Paystack provided coding training to their support
team. This unique initiative has elevated their understanding of the product,
enabling them to guide customers more effectively.

Empowered with the right tools and knowledge, the support team operates at
a higher level, offering exceptional assistance to clients. This empowerment
not only enhances customer satisfaction but also contributes to the overall
success and integrity of the company.

19
When customer success is done right, it
begins to drive revenue

When done right, customer support becomes an earner instead of a cost.

Choosing to treat customer support as more than just a call center has helped
Paystack reap numerous benefits including increased customer loyalty,
reduced churn rates, and a great brand reputation.

People have said they choose to use Paystack because of their exceptional
support. Customers of some merchants have pressured them to use Paystack
because when they used it with other businesses, they received help if they ran
into trouble. This makes them only want to use Paystack when interacting with
other businesses.

20
Cultivating a knowledgeable and informed
client base: A strategic approach
Education stands as a cornerstone in Paystack's commitment to building a
customer-centric culture. By synergizing marketing and user operations,
Paystack ensures that essential information is not only available but also easily
accessible to customers.

Upon signing up, new merchants are welcomed with a series of informative
emails spread over a week. These communications introduce them to the
various functionalities and opportunities offered by the product. Additionally,
biweekly webinars offer a platform for merchants to seek guidance and learn
how to utilize the platform to its fullest potential.

When launching new products, Paystack doesn't just announce them; they
educate. Through video content, blog posts, and other educational materials,
they keep customers informed and engaged.

Paystack's help desk functions as more than just a support tool; it's a
comprehensive handbook. It contains everything a merchant needs to know
about using the platform. An intelligent answer bot is on hand to guide
customers, suggesting articles that address their queries and streamlining the
support process.

This approach empowers customers with choices. They can close their ticket if
the help center article answers their question, or they can opt to wait for human
assistance. An email response might include a link to a relevant help center
article, along with an estimated wait time for agent assistance. This way,
customers can decide whether to find their answers in the article or wait for
personalized support.

Product development: A collaborative

journey with customers
“It’s impossible to provide good customer support for a bad product.” Steve
Amaza, mentioned during our conversation with him.

21
This statement encapsulates Paystack’s philosophy towards product
development What sets Paystack apart is the immediate realization by users
that the product not only works but also caters precisely to their needs at every
stage of their journey. This success is not accidental; it's the result of a
deliberate strategy to build products with minimal assumptions and maximum
customer input.
Paystack's customer support team is not just a problem-solving unit; it's a
treasure trove of insights into user experiences and challenges. These frontline
experts possess an intimate understanding of customer pain points and the
solutions that genuinely address them. In some instances, their knowledge
surpasses even that of the engineers or product managers, as they are directly
in touch with the issues customers face and the solutions that work.

This continuous feedback loop ensures that Paystack's offerings are not static;
they evolve to meet the ever-changing demands of customers.

The product development process at Paystack is a collaborative endeavor. It's

not just about gathering feedback; it's about integrating that feedback into the
very fabric of the product. Every team, including finance, engineering,
marketing, and customer support, is involved in this process.

But Paystack goes even further. They embed a customer support team
member within the product team during updates. This strategic inclusion
ensures that product decisions are not made in isolation but are closely
aligned with users' current needs, leading to innovations that are not just new
but also valuable.

Measuring customer satisfaction:

A metrics-driven approach
Paystack recognizes the importance of customer satisfaction and has
implemented a streamlined process to ensure that support is both efficient and
effective. By allowing customers to fill out a form on their website that
proactively gathers the necessary information to resolve an issue, the support
team is equipped with all the details they need even before the first email is
sent.
22
To monitor progress and identify areas for improvement, Paystack relies on a
set of meticulously tracked key metrics:
First response time (FRT): This metric measures the time it takes for a
human to first respond to a client's inquiry. It's vital because many
customers value a quick acknowledgment, even if the solution takes a bit
longer to arrive.
Service level agreement (SLA): The SLA is a comprehensive measure that
defines the specific time frames within which the company must respond to
and resolve various types of customer inquiries. It encompasses the first
response time, next reply time, and first update time.
Next reply time: As defined by Zendesk, this is the interval between the
oldest unanswered customer comment and the subsequent agent's
comment.
First update time: This metric accounts for situations where an immediate
answer is not available, requiring regular updates to the customer until a
solution is found.
Satisfaction scores: After each interaction, clients are asked to rate their
satisfaction with the support received, providing a direct measure of
success.
Percentage of first-touch tickets: Paystack strives to resolve issues with
the first response, and tracking the percentage of one-touch tickets helps
identify and close any gaps that might delay resolutions.
Resolution time: This measures the total time taken to resolve an issue,
providing insights into both response times and overall support quality.

By employing these metrics, Paystack ensures that their customer support is

not just reactive but proactive, continually evolving to meet and exceed
customer expectations. This metrics-driven approach allows them to maintain
a high level of customer satisfaction, which is integral to their success.

Cultivating trust and reputation through social

media engagement
Paystack recognizes the power of social media as a vital communication
channel, treating it with the same importance as traditional channels. Their
prompt responses and constant reassurances to customers on social media
platforms demonstrate a commitment to timely issue resolution.

23
An initial response, even if the solution takes time, often calms customers,
reassuring them that their concerns are being addressed. Paystack's approach
contrasts sharply with brands that are slow to respond or ignore social media
inquiries altogether, leading to customer frustration.

When faced with an aggressive customer on social media, Paystack interprets

this as a sign of distress or extreme concern. Rather than ignoring or
downplaying the issue, they prioritize the complaint, fostering customer loyalty
and mitigating any negative sentiments that may arise from delayed responses.

Community empowerment and thoughtful

engagement
Paystack's engagement with the community goes beyond mere business
transactions. They actively share knowledge and best practices, empowering
other businesses to thrive. By publishing resources like their YCombinator
application and offering coaching sessions for startup founders, they provide
valuable insights into the startup ecosystem.

In a recent initiative, Paystack launched their Startup Bundle, a curated

collection of necessary discounted tools specifically tailored for startups. This
bundle includes a variety of essential services, and Simpu is proudly listed
among the featured tools, reflecting a shared commitment to supporting
emerging businesses.

Supporting business growth is also a priority for Paystack. Initiatives like their
holiday gift guide, which showcases products from e-commerce businesses
using their platform, and the creation of a storefront to facilitate sales and
delivery, further empower businesses within their network.

But Paystack's dedication doesn't stop at professional relationships. They

extend their caring approach to personal touches, such as sending adorable
Paystack onesies to new parents among their clients. It's more than a gesture;
it's a tangible expression of the company's genuine appreciation and care for
its clients.

24
 Chapter 4:
Key Metrics for
Measuring
Customer Success
With insights gleaned from Piggyvest and Paystack's experiences shared in
Chapters 2 & 3, you are now equipped with strategies to enhance your
organization's customer-centric approach and forge robust, enduring
relationships with your valued customers.

Before embarking on this journey, consider these essential questions:

How will you accurately gauge if your initiatives truly resonate with your
customers?
Which metrics will enable you to assess the success of your customer-
centric approach effectively?

As Bukola, the Head of Customer Success at PiggyTech, aptly emphasized,

"The path to a customer-centric culture is not a one-size-fits-all formula." It's
vital to align your measurements with your broader business objectives. While
each company may have unique goals, customer success should always be at
the core.

Analyzing specific metrics will furnish you with insights into your customer
relationships' overall health, your products or services' quality, and your
company's alignment with its customer-centric vision.

This chapter delves into the key performance indicators (KPIs) that have
fostered customer satisfaction for both Piggyvest and Paystack. Examining
Piggyvest's B2C approach and Paystack's B2B approach will yield valuable
insights for your strategies.

Remember, these metrics are not mere standalone figures; they weave a
narrative that helps you pinpoint both strengths and weaknesses in your
customer-centric initiatives.

Together, these metrics form a potent toolkit to steer your organization towards
the zenith of customer success.

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Customer satisfaction (CSAT) Scores : A vital
gauge for both B2B and B2C companies

Businesses often underestimate that customer satisfaction transcends merely

responding to inquiries. Assessing whether customers are genuinely receiving
the help they need is paramount.

Your support team's performance should focus not just on meeting Key
Performance Indicators (KPIs) but on ensuring users receive the assistance
they require. We've all encountered support teams that offer generic
responses that fail to address our specific concerns

Many support teams adhere to scripts to meet KPIs without truly grasping the
customer's problem. This underscores the importance of following up with
customers after an interaction with a support agent. Gathering feedback on
your support agent's effectiveness helps identify your star performers.

When measuring customer satisfaction, it's vital to ask insightful questions that
elicit more than a mere five-star rating. Thoughtful queries enable valuable
feedback collection.

The Head of Success at PiggyTech emphasized the importance of the

customer satisfaction score at Piggyvest. This metric offers insights into
customer perceptions of the service they receive. For a B2C company like
Piggyvest, understanding individual customers' varying patience levels is key
to shaping the support strategy.

From a B2B perspective, Steve highlighted the importance of tracking

customer satisfaction after interactions with support agents. Ensuring effective
support and validating the success of implemented strategies are vital
components of their approach.

27
Overall, understanding and leveraging customer satisfaction scores are pivotal
in building robust customer relationships and driving business success for both
B2B and B2C companies.

In the 2022 CX trends report by Zendesk, a clear correlation was found

between top-notch customer service and increased sales.

Balancing response and resolution time:

A common practice for both B2B and B2C
companies
The "first response time" is the duration from a customer's query submission to
the first human interaction. Subsequently, the "next reply time" is the
timeframe for the agent's next response, considering necessary follow-ups.

Previously, companies focused solely on optimizing the first response time,

often leading to rushed and ineffective replies. Now, businesses consider the
entire customer interaction, balancing promptness with quality.

28
Both Piggyvest and Paystack prioritize response and resolution time as critical
metrics. By closely monitoring individual performance, they foster a
collaborative environment, ensuring satisfactory assistance while maintaining
high service quality standards.

Tracking these metrics helps both companies align with their customers,
continually improving support services and ensuring satisfaction.

Paystack's unique metrics for faster

customer resolutions

Metrics specific to B2B businesses like Paystack are vital in optimizing support
for organizational customers. Paystack's commitment to swift and efficient
solutions includes offering multiple support channels and tracking unique
metrics like "fast touch" or "one-touch" interactions.

To streamline support, Paystack encourages customers to submit inquiries

through a form on their website. This proactive approach gathers essential
information upfront, allowing swift and efficient issue resolution.

Paystack's dedication to tracking unique B2B metrics bridges the gap between
customer needs and support delivery, ensuring smoother and more satisfying
interactions.

Guiding your business to effectively track

metrics and stay on course
To implement similar tracking of customer satisfaction metrics, follow this
comprehensive checklist:

29
 Define your customer-centric goals: Articulate your objectives, such as
improving satisfaction, enhancing efficiency, or increasing loyalty.
Identify relevant metrics: Select KPIs like Customer Satisfaction Score
(CSAT), Net Promoter Score (NPS), Customer Effort Score (CES), response
time, resolution time, etc.
Establish multiple support channels: Offer diverse channels like email,
chat, phone, social media, or self-service portals.
Implement surveys and feedback mechanisms: Design well-structured
surveys and feedback forms.
Implement proactive support strategies: Encourage proactive
information collection through intelligent forms or knowledge bases.
Analyze customer interactions: Monitor interactions to uncover pain
points or areas for improvement.
Evaluate your support team’s performance: Assess individual
performance based on tracked metrics.
Benchmark and compare: Compare your performance against industry
benchmarks and competitors.
Leverage customer feedback: Act on feedback to drive continuous
improvement.
Empower your support team: Equip your team with the right tools,
technology, and resources.
Collaborate across departments: Foster collaboration between support,
product, and marketing teams.

By adhering to this extensive checklist, businesses can effectively track

customer satisfaction metrics, improve support efficiency, and cultivate
meaningful relationships with customers.

Remember, a customer-centric culture requires ongoing efforts to listen,

adapt, and deliver exceptional experiences that meet and exceed customer
expectations.

30
 Chapter 5:
Navigating Social
Media Trends and
Crisis

31
When you think about social media, you envision a vast landscape of platforms
like Facebook, Instagram, WhatsApp, Twitter, and more. And as new social
media platforms emerge like Threads, businesses eagerly join to establish their
presence and communicate with their audience, offering omnichannel support
and assistance across these channels.

This approach is aimed at creating a seamless omnichannel support experience

and providing multiple avenues for customers to reach out.

Businesses recognize the importance of tapping into the power of social media
trends to effectively engage with their audience. They take a proactive stance
by monitoring various social media platforms to identify emerging trends and
topics that align with their industry and target audience.

Piggyvest and Paystack, being prominent players in the financial technology

sector, recognize the significance of staying on top of social media trends and
effectively managing potential crises. But, the key thing to note here is that they
approach social media in two different ways.

Piggyvest's approach to social media.

Piggyvest adopts an education-centric approach to social media engagement,
transcending the boundaries of its core services. In the face of false rumors or
misleading information, the company seizes the moment to offer accurate
insights and clear misconceptions. This commitment to transparency not only
cultivates trust but also empowers customers with reliable information.

For example, when a false rumor circulated about a security breach, Piggyvest
promptly addressed the issue on Twitter, providing clear facts and reassuring
customers about the safety of their accounts.

32
Nonetheless, Piggyvest acknowledges that distinguishing between authentic
and fake accounts can be challenging for some users. In response, the
company takes proactive steps to educate its customers, stressing the
importance of interacting exclusively with verified accounts like
@PiggyBankNG and directing all inquiries to authorized channels.

By fostering understanding and promoting verified interactions, Piggyvest

fortifies its social media presence against misinformation.

33
34
Paystack's approach to social media.
For Paystack, the management of social media interactions follows a consistent
protocol, regardless of the platform. According to Steve, the handling of
customer inquiries remains uniform, with the key distinction being the visibility
of comments on certain platforms.

The public nature of comments on social media contrasts with the more private
nature of emails. In situations where more detailed information is required,
Paystack promptly shifts the conversation to private messages, as seen during a
recent service outage where they efficiently directed concerned customers to
private channels for detailed updates.

35
Steve emphasizes that the essence of effective response lies in understanding
the issue at hand and providing assurance while actively seeking solutions.
While negative comments are relatively infrequent, especially for Paystack, the
team's positive reputation reinforces customers' confidence in receiving
assistance

This proactive stance helps alleviate concerns, particularly in cases of extended

downtime, such as during instances when external factors impact service
availability.

Managing social media complaints: A holistic

approach.
Both Piggyvest and Paystack approach social media complaints with a holistic
perspective. They recognize the importance of addressing both positive and
negative feedback. Piggyvest's emphasis on education acts as a safeguard
against the spread of misinformation, ensuring customers have accurate
information. Meanwhile, Paystack's proactive response strategy contributes to
its reputation for swift, effective support.

With social media trends and crises, these two financial technology leaders
serve as exemplars of effective strategies for both engagement and damage
control. Their distinctive approaches underscore the importance of aligning
social media interactions with a company's overall customer-centric ethos.

Through education, transparency, and agile response strategies, they navigate

the ever-evolving landscape of social media with finesse.

36
Crisis management: Lessons from the leaders
Managing a social media crisis requires a well-coordinated response. Both
Piggyvest and Paystack have shown resilience in handling crises by:

Quickly acknowledging the issue: They don't shy away from acknowledging
a problem. A prompt acknowledgment helps in controlling the narrative.
Providing regular updates: Keeping customers informed helps in maintaining
trust, even when the solution takes time.
Leveraging multiple channels: Using different social media channels ensures
that the message reaches as many people as possible.
Post-crisis analysis: After resolving the issue, they analyze what went wrong
and how to prevent it in the future.

Conclusion
Navigating social media trends and crises requires a strategic approach that
aligns with a company's overall customer-centric vision. By learning from the
distinctive strategies of Piggyvest and Paystack, businesses can foster a robust
social media presence that not only engages customers but also effectively
manages potential crises.

The key takeaways include the importance of education, transparency, quick

response, and a well-coordinated crisis management plan. These elements,
combined with a deep understanding of the target audience, can guide
businesses in building stronger connections with their customers through
social media.

37
 Chapter 6:
Chapter
The Power of
Comm unity
Community
Involvement

38
Communities have forever served as a powerful way for fostering personal
connections. They cultivate an ambiance of belonging, where individuals find
solace in the companionship of like-minded peers who comprehend and
resonate with their experiences, challenges, or aspirations – the very essence
of their involvement.

On the business frontier, community engagement acts as an invaluable

opportunity for brands to make substantial contributions to the lives of their
users or customers within the chosen community. This act of outreach echoes a
sincere commitment to nurturing their well-being, underscoring the brand's
dedication to extending a helping hand where it's needed most.

Both Paystack and Piggyvest, leading financial technology companies in

Nigeria, have recognized the importance of engaging with their respective B2B
and B2C communities. Their approaches offer valuable insights for companies
aiming to bolster their customer success endeavors.

Piggyvest's community-centric approach

Piggyvest's journey toward becoming a financial technology leader in Nigeria
has been marked by a strong commitment to community involvement. The
company's engagement with its B2C customer base has extended beyond
merely providing financial services; it has cultivated a sense of shared purpose
and belonging.

PiggyVest's commitment to customer-centricity goes beyond mere words.

They actively engage with their customers, seeking feedback to understand
their experience. As part of their community initiatives, PiggyVest embarked on
a meaningful endeavor last Christmas, giving food supplies and shopping
vouchers to people.

39
On International Women’s Day, they reached out to women and celebrated
them with financial gifts. During the ASUU strike, they sponsored 50 students
to the Nexford University program. On Children's Day, they visited Meadow
Hall Education, teaching kids about the basics of savings and investments.

PiggyVest firmly believes that educating children about financial literacy from
an early age lays the foundation for raising a generation of financially-savvy
individuals. These actions exemplify PiggyVest's dedication to creating a
positive impact in their community and ensuring that customers feel valued
and supported.

40
Paystack's B2B community
engagement
Paystack, operating in a B2B model, has equally embraced community
involvement as a cornerstone of its customer success strategy. Their
engagement with businesses and organizations extends beyond providing
payment solutions; it's about being an enabler of growth within the larger
business ecosystem.

One prime focus of Paystack's B2B community strategy is their commitment to

supporting startups and entrepreneurs. Acknowledging the perpetual cycle of
innovation, Paystack has spearheaded initiatives and collaborations aimed at
furnishing startups with discounted services and essential resources.
For example, Paystack recently partnered with local incubators to offer
mentorship and funding opportunities for emerging businesses. They've also
hosted workshops and webinars tailored to the unique needs of startups,
providing insights into scaling, marketing, and leveraging technology.

Lessons learnt and takeaways

Both Piggyvest and Paystack's approaches to community involvement offer
valuable lessons for other companies seeking to enhance their customer
success strategies:

42
1. Shared values build strong bonds: When companies actively engage with
their communities and align their values with those of their customers, they
foster a deeper connection. This connection goes beyond transactions,
leading to brand loyalty and advocacy.
2. Education empowers: Providing educational resources and initiatives not
only benefits customers but also positions the company as an industry
leader. Building an empowered audience means they are more likely to
make informed decisions and remain loyal to a brand that helps them
succeed.
3. Tailored support matters: Understanding the unique needs of different
customer segments within the community allows companies to offer tailored
support and solutions. This level of personalization enhances customer
satisfaction and loyalty.
4. Impact fuels growth: Positive community involvement doesn't just benefit
customers; it contributes to the growth of the company and the industry as a
whole. Supporting startups, for instance, can lead to a thriving ecosystem
that benefits everyone involved.

Reflection questions:
How can my business align with the values of my community?
What educational initiatives can I introduce to empower my customers?
How can I customize my organization's support team to effectively
address the distinct requirements of our various customer segments?

When you understand your customers' needs, align with their values, and offer
meaningful support, you have not only solidified your position as an industry
leader but you have also created a network of advocates who willingly
promote your brand.

Both Paystack and Piggyvest serve as prime examples showcasing the

transformative influence of community engagement in Nigeria. The power of
community involvement is clear – it creates a cycle of mutual benefit, fostering
growth and success for both businesses and their customers.

43
About Simpu
Simpu is at the forefront of revolutionizing customer communication in Africa
and for businesses globally. In a world where customer satisfaction is
paramount, we understand the importance of seamless, efficient, and
personalized communication between businesses and their customers.

Our mission:

Simpu's mission is to empower businesses to create meaningful connections

with their customers. We believe that every interaction should be more than a
transaction; it should be an opportunity to build trust, understanding, and
loyalty.

Our comprehensive suite of tools:

Simpu offers an all-in-one platform that integrates various essential tools to

foster customer engagement and satisfaction:

Shared Inbox: Manage all your customer interactions across all channels
(emails, social media DMs, text, live chat etc.) from one unified inbox,
ensuring that no message goes unnoticed.
Chatbot: Automate responses and guide customers with intelligent
chatbots that provide instant assistance.
Live Chat: Engage with customers in real-time, providing immediate
support and building rapport.
SMS Marketing: Reach your customers directly on their phones with
targeted SMS campaigns.
Email Marketing: Create and manage effective email marketing campaigns
to keep your customers informed and engaged.
OTP APIs: Enhance security and user verification with our robust One-
Time Password (OTP) APIs, providing a seamless and secure
authentication experience for your customers.

44
How we help businesses:

1. Streamlined communication: With our comprehensive suite of tools,

businesses can manage all their communication channels from one central
hub.
2. Intelligent automation: Our smart automation tools, including chatbots,
help businesses respond to customer inquiries promptly.
3. Personalized engagement: Simpu's advanced analytics and segmentation
tools enable businesses to tailor communication to individual needs and
preferences.
4. Scalable solutions: Whether you're a startup or a large enterprise, Simpu's
flexible and scalable solutions can be customized to fit your unique
business requirements.
5. Secure and compliant: With robust security measures, Simpu ensures that
all customer data is handled with the utmost care and in compliance with
relevant regulations.

At Simpu, we're not just providing a service; we're partnering with

businesses to enhance their customer relationships. We're here to make
communication simpler, more effective, and genuinely customer-centric.
Trusted by the best businesses

43
45
Take the Next
Step with Simpu!
You've read about the strategies, understood the importance of customer-
centric communication, and seen how industry leaders are making a
difference. Now it's your turn to take action.

Simpu is here to guide you on your journey to exceptional customer

communication. With our comprehensive suite of tools, including shared
inbox, chatbot, live chat, SMS marketing, and email marketing, we offer
everything you need to foster customer engagement and satisfaction.

Why wait? Here's what you can do now:

1. Sign up for a free trial: Enjoy the Simpu's experience firsthand. Explore
our features, test our tools, and see how we can transform your customer
communication. Start your free trial now.
2. Schedule a demo: Want a personalized walkthrough? Our experts are
ready to show you how Simpu can be tailored to your specific business
needs. Schedule your demo today.

Join the growing community of businesses that have discovered the power
of Simpu. Let's make every customer interaction an opportunity to build,
grow, and succeed.

Your customers deserve the best. With Simpu, you can give them just that.
Take the next step today!

46