Seventy-seven percent of Angolan consumers believe it takes excessive effort to access services, while 64% say digital solutions fail to solve their problems. The figures, presented during the Hype CX 2026, place Angola below the average of emerging markets in customer experience.
Held in Luanda under the theme “Who Understands, Leads”, the event organised by Targeting presented an assessment of customer experience across the business sector.
Bazeka Kawenge, Marketing Director at BAI, said the bank has embraced the ambition of offering the best banking experience in Angola. The institution identified queues, bureaucracy and incomplete digital experiences as key weaknesses.
The bank’s strategy focuses on omnichannel integration, combining branches, digital channels and customer support. Bazeka Kawenge stated that “technological transformation only generates sustainable value when accompanied by a real transformation in customer experience.”
At Sonangol Distribuição e Comercialização, B2C Commercial Director Rossana Neves described the company’s transformation as “historic.” The oil company operates more than 900 fuel stations and aims to build an emotional connection with consumers. Its “Fuel of Value” programme tests fuel quality during unloading operations.
The company has also introduced active listening channels, while the transformation process involves 1,700 employees. Rossana Neves said: “We are not just changing the image. We are changing the operational culture.”
In the digital payments sector, Eduardo Bettencourt, Executive Administrator at EMIS, revealed that KWiK recorded 1,000% growth in 2025. The platform processes 140,000 transfers per month and has 15 million registered accounts.
The main challenge, he explained, is ensuring a uniform experience without direct contact with end users. The solution involved cooperation between banks and competing digital wallets, in what he called “consensus engineering.” As a result, transfers on conventional mobile phones function similarly to those on smartphones.
Meanwhile, Rui Morais, Director of Customer Experience and Service at MultiChoice Angola, announced a 40% reduction in support contacts and a 50% drop in in-person payments.
The company launched its first application with integrated payments through Multicaixa Express and strengthened its local content offering. Customer satisfaction has also become part of the performance evaluation of all employees.
Morais stated: “Customers do not choose only a service. They choose an emotional connection.”
Source: Economia & Mercado
