5 Game-Changing CX Insights (and why empathy might be your biggest competitive advantage)
By Anél Du Plessis
On Tuesday morning, I caught an early flight to Cape Town for CEM Africa. By 9am, I was surrounded by South Africa’s top CX innovators, hearing ideas that could reshape how we think about customer experience.
PWC calls it an “experience disconnect” companies invest in the latest tech and sleek design, but neglect the most meaningful aspects of CX. Many of the panel speakers I engaged with echoed this reality.
1. The Question Every Business Should Have Answered by Now
Marnitz van Heerden, Head of Customer Experience at Discovery, framed the day with one question: “Can you afford not to invest in CX?”
His point was simple: companies that prioritise customer experience see 5.4% higher returns. But it’s not just about numbers — it’s about obsession. Obsession with solving real problems, not just ticking boxes.
As Marnitz put it: “Let’s amplify customer love by creating unforgettable experiences.”
2. Don’t Overcomplicate What Works
Debi Potgieter, CCXP, ACXP®, CXSA Board Member and Founder of XMwize Solutions, reminded us that retention is cheaper — and more powerful — than acquisition. Her advice: “When customers love your brand, they stay longer and become your biggest advocates.”
The basics still win: listen, respond, remember. The same applies when mapping WhatsApp customer journeys — a warm greeting, quick reply, and remembering past conversations. It’s not revolutionary, but smart tech used consistently in a human way is what keeps customers coming back.
3. The “Lipstick on a Pig” Warning
Tatiana Ndlovu, Nedbank Executive Head: Marketing for Africa regions, cautioned against “putting lipstick on a pig” — making the surface look better while ignoring the real problems.
Her advice: map the customer journey, find the drop-off points, and fix them before investing in polish. Customers know when the root issue isn’t addressed — and they’ll leave if they feel undervalued.
4. Getting the C-Suite to Care About More Than Numbers
Ajish P., VP at Insider Customer Engagement Platform for the Middle East and Africa, shared a framework for getting executives on board:
- Show ROI in the first three months (cost savings and increased customer lifetime value).
- Then link it to emotion — because even in B2B, decisions are human.
5. The Empathy Advantage
Across every session, empathy came through as a strategic advantage — not a soft skill. The leaders who “got it” knew it meant removing obstacles so customers can achieve what they set out to do.
Efficiency isn’t enough — it has to feel personal. That’s why we’re focused on hyper-personalisation:
- More engagement — because the message is relevant.
- More sales — because timing matches buying intent.
- More loyalty — because customers feel remembered.
In practice, hyper-personalisation means using real data — past behaviour, preferences, timing, location — plus predictive logic to anticipate the next need, and delivering the message before customers ask. In South Africa, that means being present where 94% of internet users connect daily: WhatsApp.
Applying These Lessons in WhatsApp Strategy
The same principles driving CX innovation power the best WhatsApp strategies:
- Solve real problems.
- Keep the journey simple.
- Remove friction points.
- Connect on a human level.
At The Messenger Network, we’re proud to be part of this wider conversation — learning alongside South Africa’s best and applying these lessons to the messaging strategies we build for our clients.
What Happens Next?
I’m still here for the final day of CEM Africa, but already I’m thinking about the conversations waiting back in Joburg.
The businesses that will win are the ones that stop seeing CX as a department and start living it as a business philosophy. Every touchpoint, every interaction, every WhatsApp message either builds trust — or breaks it.
The tools are here — WhatsApp Business API, automation platforms, every bit of tech you could want. But without obsession for solving customer problems, it’s just expensive digital noise.
The question Marnitz asked keeps echoing: “Can you afford not to invest in CX?” For South African businesses competing globally, the answer is clear. The real question is: are you ready to do the work, and make every customer conversation count?
About the Author: Anél Du Plessis is National Sales Manager at The Messenger Network, South Africa’s WhatsApp Business experts. She’s currently attending CEM Africa 2025 in Cape Town. Connect with her on LinkedIn or chat to a WhatsApp expert at The Messenger Network.
