Celebrating Excellence in Service: Africa Service Excellence Awards 2025

NATIONWIDE - OCTOBER 2025 - (USAnews.com) — In a vibrant celebration of innovation and leadership, the Africa Service Excellence Awards (ASEA) illuminate the trailblazers shaping customer experience across the continent. Amidst the complexities of economic instability and rapid technological change, these awards serve as a beacon of progress, honoring organizations that excel in customer service. Recently hosted by the Chartered Institute of Customer Management at the stunning Pakalame Hotel and Golf Estate in Botswana, the ASEA drew participants from over 15 countries, creating a dynamic platform for collaboration and recognition in the realm of customer excellence.

The Genesis of the Africa Service Excellence Awards

Launched in 2014, the ASEA was created with a singular mission: to recognize the exceptional customer service provided by organizations across diverse sectors in Africa. As the African service economy grows, the significance of these awards becomes ever clearer. They highlight businesses that not only uphold their core values but also prioritize customer satisfaction, offering hope and inspiration in challenging times.

In a landscape increasingly influenced by digital transformation, the ASEA provides companies with a vital opportunity to benchmark their service practices. Rigorous evaluations allow organizations to refine operations and enhance customer experiences, setting the stage for sustainable growth.

The Methodology: Setting a Standard for Evaluation

Dr. Rinos Mautsa, Executive Director of the CICM, explains that the evaluation framework for the ASEA combines both quantitative and qualitative data. With over 14,000 respondents surveyed across the continent, the assessment encompasses crucial factors such as customer satisfaction, staff attitudes, service turnaround times, and the accessibility of services.

Central to this process are the Customer Satisfaction Index (CSI) and Customer Effort Score (CES), which measure both service quality and the ease with which customers can navigate their experiences. This data empowers companies to pinpoint improvement areas and adopt best practices that distinguish high-performing organizations.

Key Challenges in Africa’s Service Landscape

Despite the achievements of many organizations, significant challenges persist within Africa's service landscape. Technological adoption remains a major hurdle. In sectors like banking, a high Customer Effort Score indicates that many customers struggle to adapt to digital services, particularly in mobile banking and self-service channels.

Moreover, disparities in service quality between state-owned entities and private companies complicate the landscape. Public services often fall short of customer expectations, especially regarding infrastructure and technology.

Yet, amidst these challenges, organizations are making remarkable strides in innovation and customer service excellence. The ASEA winners exemplify this commitment and set the stage for broader industry transformation.

The 2025 Winners: Shaping the Future of Customer Experience

The winners of the 2025 Africa Service Excellence Awards have not only excelled in metrics but have also forged emotional connections with their customers. Among the standout winners are:

• MTN South Africa (Telecommunications - Mobile): Renowned for delivering seamless mobile services, MTN consistently ranks high in customer satisfaction. Their robust customer support and commitment to digital transformation earned them the Service Excellence Award in Telecommunications.

• Sanlam Group (Insurance): With a focus on customer-centric policies and efficient claims processing, Sanlam stands out in the competitive insurance sector. Their dedication to customer needs exemplifies their ability to provide peace of mind through reliable services.

• DHL South Africa (Postal and Courier Services): As a leader in timely and reliable delivery, DHL's customer communication and commitment to service excellence secured their place as the top winner in postal and courier services.

These industry leaders are joined by other exceptional organizations, including Liquid Intelligent Technologies in the ISP sector, Standard Bank Group in banking, and Ethiopian Airlines in aviation.

Ricky Harris, CEO of CICM, emphasizes the awards' role in fostering a culture of service excellence across Africa: “We are at the forefront of promoting a culture of service excellence in Africa. It’s not easy, but we are glad to be making a difference. Africa is indeed getting there.”

Charlene Chibonda, Regional Programs Director, announced that the 2026 awards will be hosted in August in Sandton, South Africa: “In November, we will call for nominations for the 2026 awards, aiming to make it bigger with three additional categories.”

The Role of the Chartered Institute of Customer Management (CICM)

The success of the Africa Service Excellence Awards extends beyond celebrating winners; it is also a testament to the tireless efforts of the Chartered Institute of Customer Management (CICM). Founded in 2013, the CICM is dedicated to promoting customer experience excellence across the continent. Its transparent research processes and commitment to integrity ensure that the awards maintain their credibility and contribute to fostering a culture of customer satisfaction in Africa.

The Future of Service Excellence in Africa

CICM CEO, Ricky Harris

The Africa Service Excellence Awards 2025 has underscored the critical importance of placing the customer at the heart of all business operations. From industry giants like MTN, Sanlam, and DHL to visionary leaders shaping customer-centric practices, these awards provide a roadmap for others to follow.

As businesses across Africa continue to innovate and adapt, the ASEA serves as a reminder that achieving exceptional service requires an ongoing commitment to improvement and customer care. Organizations prioritizing customer satisfaction will not only drive brand loyalty but also contribute to the continent's economic growth and transformation in the service sector.

We invite you to learn more about these trailblazing organizations and explore how their practices can elevate your customer service strategy. It’s time to take your business to the next level, embracing service excellence and shaping the future.

For more information on the Africa Service Excellence Awards, visit the CICM's official website: www.cicmaglobal.com.