Chief Executive Officer of Africell Sierra Leone, Shadi Gerjawi, has reaffirmed the telecommunications company’s commitment to placing customer satisfaction at the heart of its service delivery strategy, emphasizing that the true measure of any product or service is the value and satisfaction it delivers to customers.
Speaking during Africell’s nationwide Customer Experience (ACE) Media Tour, Mr. Gerjawi said the company remains committed to listening to customers, understanding their needs and using their feedback to continuously improve its products, services and overall customer experience.
He stressed that customer opinions and experiences remain central to Africell’s innovation process, noting that even the most advanced products cannot be regarded as successful if they fail to meet the expectations of the people using them.
“It doesn’t matter what product we have; if the customers are not happy with it, it means we don’t have a good product,” Shadi Gerjawi stated.
The Africell CEO explained that the telecommunications industry continues to experience rapid transformation due to changing customer expectations, technological advancements and the increasing demand for reliable digital solutions.
He said Africell has adopted a proactive customer engagement approach by regularly reaching out to communities across Sierra Leone to hear directly from subscribers, understand their experiences and identify areas requiring improvement.
According to Mr. Gerjawi, customer engagement has been an important part of Africell’s operations over the past five years, with the ACE initiative serving as a major platform for strengthening the relationship between the company and its customers.
Through the initiative, Africell directors, managers and technical teams engage customers through radio and television programmes, community visits, market engagements and public interactions, providing opportunities for people to share their experiences, ask questions and make recommendations regarding the company’s services.
“These engagements allow us to hear directly from our customers. They tell us what is working, what challenges they are experiencing and what improvements they would like to see,” he explained.
Mr. Gerjawi noted that feedback gathered during these engagements is carefully reviewed and forwarded to relevant departments within the company for further assessment and possible action.
He said Africell considers customer concerns and suggestions as valuable tools for improving service delivery, rather than criticisms, adding that customer feedback helps the company identify gaps and develop solutions that better respond to users’ needs.
The Africell CEO also highlighted the company’s continued investment in technology, innovation and digital inclusion as part of efforts to meet the growing communication needs of Sierra Leoneans.
He referenced Africell’s contribution to expanding connectivity through the introduction of 3G and 4G technologies, ongoing preparations towards 5G services, Fibre-to-the-Home (FTTH) connectivity and the expansion of Afrimoney as a digital financial platform.
He further highlighted Africell’s partnership with Sierratel under a Mobile Virtual Network Operator (MVNO) arrangement, describing it as part of broader efforts to strengthen the telecommunications sector and improve access to digital services across the country.
According to Mr. Gerjawi, Africell’s investments are guided by the goal of ensuring that more Sierra Leoneans benefit from affordable, reliable and innovative telecommunications solutions.
Beyond its commercial operations, the Africell CEO also highlighted the company’s commitment to social responsibility and inclusion through various community-focused initiatives.
He cited programmes such as KidZone, which promotes safer online experiences for children, as well as Africell’s partnership with the Milton Margai School for the Blind, as examples of the company’s efforts to support vulnerable groups and promote equal access to opportunities.
He said these initiatives reflect Africell’s broader vision of contributing positively to society while continuing to provide quality telecommunications services.
The nationwide ACE Media Tour, held on Thursday, 13 August 2026, brought Africell representatives closer to customers through live radio and television engagements across the country.
The discussions covered Africell’s products and services, Afrimoney operations, customer support, employment opportunities, corporate social responsibility programmes and future network expansion plans.
Members of the public were given the opportunity to seek clarification, report challenges, share experiences and receive direct responses from company officials.
Africell described the initiative as more than a media engagement programme, but rather an ongoing conversation designed to strengthen trust, transparency and accountability between the company and the people who rely on its network and digital services.
After more than two decades of operations in Sierra Leone, Africell says its growth has been driven by customer confidence, affordable services, innovation and a commitment to delivering value.
Mr. Gerjawi assured customers that the company would continue prioritizing their needs and using their feedback as a foundation for improving service delivery.
He reiterated that customer satisfaction will remain central to Africell’s mission of providing reliable, accessible and affordable telecommunications solutions to people across Sierra Leone.