Merger of Ajua and RMS intensifies competition in the realm of customer experience services
Kenyan Consumer Experience Startup Ajua Merges with Rate My Service (RMS)
In a strategic move to consolidate capabilities and scale beyond its home market in Kenya, consumer experience startup Ajua has merged with another Kenyan firm, Rate My Service (RMS). The merger aims to build from a product depth perspective and capabilities, positioning the combined entity for growth in East, West, and Southern Africa.
The combined entity now serves 45 customers in Kenya and holds 80% of the country's customer experience market. Ajua, which has raised a total of $1.8 million, including a $1.5 million seed round in 2021, brings to the table a larger client base and experience operating in multiple African markets.
RMS, founded in the same year as Ajua's acquisition of WayaWaya, offers real-time feedback and analytics tools that Ajua did not previously have. Ajua's chief executive Nyasha Mutsekwa, will retain his role as CEO of the combined entity, while RMS's CEO, Ashkay Shah, will become the combined entity's chief technology officer (CTO).
The nature and value of the transaction were not disclosed by Ajua. Neither company provided revenue figures for the transaction. There are no plans to get rid of any employees in the merger.
The merger comes as Ajua renews its interest in Nigeria, planning to restart operations in Lagos. Nigeria scored 61.8% in the 2023 national customer service index, while Kenya’s customer service quality is better but without an exact numeric index score publicly stated in the provided data. This suggests Kenya’s customer service performance surpasses Nigeria’s in 2023 per available information, but exact Kenya scores are not detailed in the search outputs.
The combined entity will face competition from rivals in the customer experience platform market, including Africa's Talking and Emalify. The merger is expected to help the combined entity better address the challenges of delivering consistent, high-quality customer service in the African market.
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[2] The 2023 Nigeria Customer Service Index score was 61.8%, while Kenya’s customer service quality is better but without an exact numeric index score publicly stated in the provided data. This suggests Kenya’s customer service performance surpasses Nigeria’s in 2023 per available information, but exact Kenya scores are not detailed in the search outputs.
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