COVER FEATURE AfriSam
Cementing success through meaningful customer engagement
AfriSam, a leading supplier of construction materials, has sustained its success by placing customers at the heart of its operations. This customer-centric approach has not only strengthened its market presence but also contributed to broader societal benefits that are often unnoticed.
In an industry where cement is frequently seen as a commoditised product, price often dominates purchasing decisions. Recognising this, AfriSam has focused on enhancing its customer experience to deliver value beyond the product itself. According to Richard Tomes, AfriSam’ s Sales and Marketing Executive,“ AfriSam has leveraged our 90 years in this industry by structuring ourselves around the whole customer experience. Today, this includes using the latest technology to streamline a customer’ s journey with us – from enquiries and quotes, through order placement and technical advice, to payments and delivery tracking.”
AfriSam’ s ClickToGo platform, for instance, offers realtime account management, streamlining processes such as order placement, payment, and delivery tracking. Yet, as Tomes emphasises,“ Technology can be efficient and useful, but computers do not understand the complexity of our real-life human working environment. Customers often need a person to talk to, who will understand what needs to be done in any situation.”
To meet this need, AfriSam maintains a centralised, well-trained contact centre, ensuring responsive and personalised service.
Understanding customers through research
AfriSam’ s commitment to understanding its customers is reflected in its Voice of Customer surveys, conducted biannually to gather independent feedback. Combined with daily engagements, these surveys help the company stay attuned to evolving customer preferences and industry trends.
A notable trend is the increasing share of cement sales through retailers, which has grown to 60-70 % since 2020. This shift highlights the rise of DIY buyers and small builders, who often lack expertise in choosing and using cement products.“ An aspect to remember about retail sales is that this suggests a DIY buyer or small builder – and not everyone in these segments is an expert in the selection and use of cement and concrete.”
AfriSam addresses these challenges by ensuring its products, such as its All-Purpose Cement, meet a wide range of application needs, including structural requirements.
Education and guidance for safer choices
AfriSam goes beyond product sales by investing in customer education. The company provides training for retail staff, enabling them to guide buyers in selecting the right products. This effort not only promotes safety but also supports the construction of durable, cost-effective structures.
Building the company around its customers has allowed AfriSam to stand the test of time.
“ In South Africa as well as cities in Africa, we see the tragic consequences of buildings collapsing due to the use of poor building materials and practices. It shows the importance of informed decision-making when it comes to cement.”
12 www. sabuildingreview. co. za