Organizations Must Use a Seamless Approach to Connect Better with Younger Consumers, says SAP

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Public organizations, businesses and tech-based enterprises must use a seamless, simple approach to connect better with younger consumers, a new report by SAP, a market leader in enterprise application software, has revealed.

SAP, which has operations across Africa, argues that citizens expect the same level of service provision from public organizations as they are accustomed to while shopping online.

This is especially true with Generation Z, which includes people born between 1995 and 2012. As the youngest computer literate generation, SAP argues that this group of consumers is only willing to adopt new technologies if they see a clear benefit and their data is protected.

SAP this May announced these findings from its global citizen engagement poll. The findings are based on data collected from over 500 respondents of 45 different countries by SAP, from March 9th to March 12th, 2018.

The data comes at a time when Africa is seeing unprecedented levels of mobile phone and internet connectivity. It also comes at a time when mobile money transactions are changing the way thousands of businesses across the continent approach their clients.

“Citizens expect a retail-like experience when engaging with the public sector,” said SAP.

The survey found that there is an opportunity to increase value and in turn drive advocacy and adoption of online services if public organizations enhance the mobile user experience of civic services provided.

The recent release of a platform known as the ‘SAP Hybris citizen engagement accelerator’ solution addresses this need, as it is optimized for mobile use. This means government agencies can easily take data from any back-end system and present it consistently, independent of the device used, to ensure a seamless user experience.

While Generation Z is the most technologically savvy generation, the survey found a growing reluctance among this group to adopt new technologies unless the value is clear and data privacy is ensured.

Compared to their predecessors, who include Millennials, Generation Z are the most cautious online users.

SAP insists that delivering services successfully to them depends on their level of trust and the benefit gained. The study found that all users have in common that they will not share their data if they do not believe it is secure and or fear it may be reused for purposes other than the original intent.

SAP, whose applications and services enable more than 378,000 business and public sector customers to operate profitably, adapt continuously, and grow sustainably, supports this trend by helping organizations offer consumers transparent online experiences and visibility and control over their data while reducing security risks and potential impact by ransomware.

The global survey also found that citizens want up-to-date information that is accessible on any device.  This is especially true among Africa’s young consumers, many of whom are steadily access to smartphones and other internet-enabled devices. SAP’s research also comes at a time when mobile internet adoption in Africa has continued to grow at a rapid pace.

An analysis from GSMA Intelligence – one of the premier sources of information for the mobile phone market – states that the number of mobile internet subscribers in Africa tripled in the last five years to 300 million by the end of 2015, with an additional 250 million expected by 2020. GSMA says stakeholders will do well to note down these numbers.


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