A Strategic Case Study on Improving Customer Feedback at Jumia

It was a privilege being selected among others to be part of Innovate for Africa (IFA) training, an initiative that trains you to think innovative, be creative and act strategic. These have being the summary of my week, where I spent most time studying Jumia as an organisation and ways it could improve its structure.

Jumia is an online shop in Nigeria that uses connects Africa digitally. It was started in 2010 and has been evolving digitally ever since to meet the needs of Africa as a whole.The main goal was to make it the Amazon of Africa.

Well look, you made it here, so let me share with you more about what I learnt using Jumia as case study. Have you heard of STEEPLE? You'd know by the end of this post. So let's get started!!!

Firstly, the world evolve everyday and so do people do, and their need and their wants, that is why it is important to conduct a business strategic analysis constantly, to review your business processes, employee feedback, customer feedback and optimize on strategic ways to make that better constantly.

I mentioned a lot of things that need to be reviewed and I would group them into 3 factors, they are the:

• External factor (STEEPLE)

• Internal factors (system and processes)

• SWOT (Strength, Weakness, Opportunity,Threats) analysis.

For the Jumia case study, we read the way the business started, their strategies and how it could be improved. We looked at Jumia's processes and systems and tried to look at ways their systems could be improved. The STEEPLE simply is looking at Jumia's Social, Technology, Economic, Environmental, Political, Legal and Ethic factors and how it affects the business.

These analysis showed us that one way to improve Jumia's business is to work on improving customers feedback through optimized delivery.

fig: Jumia Business flow chart.

Through these analysis, we figured that a way to do that will be to deploy more delivery response agents and consistently review customer's feed back and responses.

Also it is important to be strategic with your business to ensure progressiveness and constant objective delivery.

We decided then to create an OKR of improving customers feedback by 75%, this will then be further increased as time goes on. The metrics to measure this will be to always hear from customers and hear their feedback. Resources for this to be achieved will be more agents deployed to different locations, constantly getting clients feedback and constantly meeting need of people within and outside the organisation.

These were the conclusions made on this case study. I hope you enjoyed this and learned as well.

I will be writing more on more projects, stay tuned!!!

Linda Oranya

https://www.twitter.com/lindaoranya