You fixed the issue.
You answered the call.
You followed the process.
But if the customer still walks away thinking, “They just didn’t care,” - you haven’t delivered great service. You’ve just closed a ticket.
In 2025, South African consumers don’t just remember outcomes. They remember how you made them feel on the way there.
Our latest national CX report revealed something that’s often underestimated in customer journeys: Empathy isn’t a vibe - it’s a value. And in South Africa, it’s a strategic one.
The Real Measure of “Great Service”?
When we asked customers what makes for a good experience, they didn’t mention tech, turnaround times, or convenience features.
They said:
In short, they said: “Make me feel like I matter.”
And while global CX models often chase “delight” through unexpected extras or clever interfaces, our data tells a different story: Here, delight starts with dignity.
But Isn’t Empathy Hard to Scale?
Not if you stop treating it like a personality trait - and start treating it like a design principle.
In too many organisations, empathy is viewed as a soft skill. A tone. Something that “some people just have.”
But we’ve seen it done differently.
Empathy can live in:
When built into systems, empathy becomes consistent, scalable - and cost-effective.
South Africans Still Want Humans. And Not Just the Old-School Crowd.
A key finding in the report? Human preference isn’t just a generational thing.
Even among younger respondents (18–27), when the moment felt complex or emotional, they wanted a person , not an app.
Because this isn’t about digital literacy. It’s about emotional safety.
South Africans want someone who listens, explains, and gets it.
Not just someone who sends a link.
When Empathy Is Missing, Speed Doesn’t Save You
One of the starkest data points in our study?
Telecoms staff were rated just 4.78 out of 10 for empathy.
And in many high-volume sectors, customers said resolution was technically achieved - but it still didn’t feel like a good experience.
Because if you respond quickly but coldly…
If you escalate the issue but miss the emotion…
If the policy is followed but the tone feels indifferent…
You haven’t solved the real problem. You’ve just completed the task.
Strategic Takeaway
In a country where trust is still hard-won, and where many customers feel unseen by big systems, empathy isn’t a bonus. It’s the bridge.
It’s what turns functional interactions into memorable ones.
And in a competitive, price-sensitive market? It’s what keeps people from quietly walking away.
Why This Matters Now
South African consumers don’t need fireworks. They need fairness.
They’re not measuring how smart your system is — they’re measuring how it makes them feel.
So if your CX strategy is built around speed, efficiency, and cost alone, you’re missing the bigger lever: care.
Not the fluffy kind. The functional kind.
The kind that’s embedded in your design, your people, and your systems.
CX Is Local: What South African Consumers Really Expect From Experience
Five chapters. Real data. Clear takeaways. Designed for the real world.
Because the brands that lead in South Africa won’t be the ones with the fastest bots or biggest budgets. They’ll be the ones who understand one truth:
If it doesn’t feel human, it won’t feel good enough.