Different Strokes for Different Folks: A Customer Onboarding Comparative Analysis

This publication looks at the strategic operations and tactics applied by the Scale2Save partners in East and West Africa to acquire customers. It also attempts to analyze the quality and impact of the level of effort and investment made, evidently at varying degrees, against the outcomes that were delivered, particularly regarding the experience a customer gets through that first touchpoint.

The case study sets out to validate the dynamic nature of customer targeting and acquisition, and the varying degrees of success that accompany each tactical approach.

About this Publication

By Kimathi Githachuri & Apphia Ndung’u