Marketing Excellence with No Clear Customer Map
MTN Nigeria is a market giant — the bars are full, the ads are everywhere, and the network mostly works.
But beneath the success was a growing concern:
In simple terms:
MTN was broadcasting, not engaging.
And in an age of smart customers, that’s a dangerous game to play.
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Project Title
Beyond Bars and Bundles: Building a Demand-Driven Machine
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Client
MTN Nigeria
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Year
~ 2023
The (Controversial) Truth
For years, “marketing excellence” meant big campaigns, bigger budgets, and even bigger buzzwords.
But here’s what we told the CMO (respectfully):
“Marketing isn’t excellent if the customer still feels lost.”
The TSC Approach:
Our mission?
Turn MTN’s marketing function into a demand-driven, insight-led, customer-obsessed powerhouse.
Not by spending more — but by thinking sharper.
Step 1: Trace the Real Customer Journey — Not the Imaginary One
First, we mapped how customers actually move — not how the org thinks they do.
From browsing data bundles on lunch breaks, to switching SIMs for flash sales, to ignoring loyalty messages — we saw it all.
What we found:
In short: great network, weak navigation.
Step 2: Transform Marketing From Reactive to Predictive
We built a real-time customer demand engine — not just another dashboard.
It included:
Suddenly, MTN marketing was no longer broadcasting. It was whispering exactly what customers wanted — at the exact moment they were ready to hear it.
Step 3: Rebuild the Function Itself
We didn’t stop at campaigns.
We helped redesign how the marketing team worked:
Even better, we built a feedback system from call centres and social listening tools, piping real customer frustrations straight to the marketing table — not six reports later.
The Results
Conclusion
MTN didn’t need louder marketing.
They needed smarter movement — from idea to insight, from data to demand.
With TSC, they didn’t just achieve marketing excellence.
They redefined it.
Because in today’s world, attention isn’t bought — it’s earned.
And the brands that win are the ones who stop guessing and start listening.
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