By: Francis Kargbo
Africell Sierra Leone has continued its commitment to customer engagement and service improvement through its Africell Customer Engagement (ACE) Exercise, with the latest edition held at Fourah Bay College (FBC), University of Sierra Leone on Thursday, 18th June 2026.
The initiative, which forms part of Africell’s monthly customer engagement activities, provides a platform for direct interaction between the telecommunications company and its subscribers. The exercise allows students to share concerns, provide feedback and learn about new products and services offered by the company.
Speaking during the engagement, Chief Executive Officer of Africell Sierra Leone, Shadi Gerjawi, described the ACE Exercise as a reflection of the company’s customer-centric philosophy.
According to him, customers remain at the heart of everything Africell does, emphasizing that the company is committed to developing products and services that respond directly to the needs and expectations of subscribers.
“We have repeatedly said that we are a customer-centric company and our customers are at the heart of everything we do. We do not want to introduce products and services that customers do not like. We want to provide solutions that customers can use and benefit from, and every Africell product should work for all customers,” he stated.
The CEO explained that the current phase of the ACE Exercise is being conducted across five universities in Freetown, with Fourah Bay College serving as one of the key engagement points. He noted that his presence at FBC was particularly significant because he was once a student of the institution.
He further disclosed that feedback gathered during the engagement sessions plays a crucial role in shaping the company’s decisions and service improvements.
According to him, whenever students or customers raise concerns about network services, data bundles or other products, the company documents those concerns, reviews them at management level and implements necessary adjustments where possible.
“We take note of every concern raised. If a student says there is a problem with a particular service, we compile all the feedback, sit as management and work on it. We have been doing this for years and every time we go out and receive feedback, we make changes. That is how we continue to improve our products and services,” he said.
Shadi Gerjawi revealed that the ACE initiative extends beyond educational institutions and reaches different customer groups across the country. He noted that previous engagements have involved market women, traders and sales agents, while the media community is expected to be engaged during the next phase of the programme.
He stressed that continuous research and customer feedback must remain an integral part of the company’s culture, adding that organizations cannot effectively serve their customers without maintaining regular interaction with them.
“We do not want to sit in our offices and assume we know everything. We want to go out, talk to our customers, engage them and receive feedback that helps us improve,” he emphasized.
Students who participated in the engagement expressed appreciation for the initiative, describing it as an opportunity to interact directly with the company and influence service delivery.
A student, Jeremiah Amadu Parker, commended Africell for creating a platform that enables customers to identify areas requiring improvement while also highlighting the strengths of the network.
He described Africell as fast and reliable, particularly for students who depend heavily on telecommunications services for their academic activities.
“This initiative is very good because it helps identify areas where improvements are needed. Africell is very fast and reliable, and it is useful for us as students. I am excited that Africell came here to engage with us. I would encourage them to continue reaching people who are not yet using the network. For me, I would rate Africell ten out of ten,” he said.
Another student, Zainab Bundu, said the engagement provided valuable information about products and services that many students were previously unaware of.
She noted that students often face challenges accessing affordable data services and expressed appreciation for Africell’s efforts to introduce innovative solutions targeted at young people.
Zainab particularly highlighted the company’s recently introduced AFRIGPT platform, describing it as one of the products showcased during the engagement.
“I am very happy and fulfilled. This initiative from Africell is very good and has helped us a lot. Many students face challenges in accessing data, but today we learned about new products such as AFRIGPT and others. I even won a one-month StarTimes voucher simply by registering on AFRIGPT. There are many opportunities and rewards available. This is a very good initiative,” she stated.
She encouraged students who are not yet subscribers to join the network and take advantage of the products and opportunities available.
The ACE Exercise continues to reinforce Africell Sierra Leone’s commitment to strengthening relationships with its customers through direct engagement, continuous feedback and service innovation. As the company expands the initiative to different sectors and communities, it aims to ensure that customer voices remain central to the development of products and services across its network.
The exercise also demonstrates the growing importance of customer feedback in shaping business decisions and improving service delivery within Sierra Leone’s telecommunications sector.
About the Author
