Ajua and MTN Nigeria launch Customer Management mobile app for SMEs

Kenyan based customer experience startup Ajua has partnered with MTN Nigeria to launch EnGauge, a digital eCommerce customer engagement management mobile app to support SMEs.

The mobile app according to the two, is set to transform how SMEs conduct business in Nigeria. It will also help solve 4 of the UNDPs social development goals for Nigeria while also enabling business owners to oversee the smooth administration of transactions and operations of their companies.

With the SME market in Nigeria currently valued at USD220 billion annually and statistics showing that businesses that adopt Customer Relationship Management (CRM) solutions see their productivity increased by 40%.  This solution by both Ajua and MTN Nigeria is set to significantly empower SMEs to conduct business more efficiently ultimately increase revenues.

Available for download Google Play store, MTN EnGauge offers innovative customer management solutions including digital payments, CRM tools, customer feedback channels, customer debt management and tracking as well as business and product promotions through mobile and social media channels. In mid 2020 Ajua launched SME Connect, a similar platform to serve the Kenyan market, businesses across the country are actively using the app for customer retention and as a marketplace for their products.

“MTN EnGauge is the ideal platform for business owners and entrepreneurs to thrive in the ‘new normal’. Entrepreneurs can securely receive payment, track transactions with each of their customers and glean valuable insights to serve them better based on their preferences and buying behaviour.” Lynda Saint-Nwafor,  Chief Enterprise Business Officer, MTN Nigeria,  said.

MTN EnGauge gives business owners a platform to improve their customer experience by managing interactions with their customers. SMEs can finally get an impression of their customers’ perceptions of their brand and  know exactly what their customers are looking for and inform their next steps with customer data. Ultimately increasing their customer retention and profitability. MTN EnGauge also makes it possible to increase brand exposure through social media. SMEs can take advantage of this connection by promoting their products and services on various social media platforms.

Upon registration to the application, businesses are automatically provided with a unique business code (USSD) which allows their customers to interact, transact and communicate with them in real-time. The solution only available on the MTN network (for now) is accessible with a monthly subscription of N500 and a yearly subscription of N5,500.

The application can be used offline once clients have logged in and obtained their unique business identifier (USSD code). MTN EnGauge also expands the variety of payment options thus increasing convenience to customers. The USSD code allows business owners to receive payment, obtain feedback from customers, enable customers to claim offers and promotions on their mobile devices.

“Through this technology, MTN EnGauge allows SMEs to increase their sales by automating their business processes, this can save them time and energy ultimately leading to increased productivity. In addition, SMEs will be able to improve their Customer Experience through the app and build a strong and engaging social media presence allowing them to target and engage new customers.”  Ajua CEO, Kenfield Griffith said.

Ajua has been scaling its operations in Nigeria since opening its office there in 2018, they recently appointed Tayo Ashiru to head operations as the Nigeria Country Lead.

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Nixon Kanali

Tech journalist based in Nairobi. I track and report on tech and African startups. Founder and Editor of TechTrends Media. Nixon is also the East African tech editor for Africa Business Communities. Send tips to

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