The South African Digital Customer Experience Report is a collaboration between digital marketing agency Rogerwilco, online survey company ovatoyou and Julia Ahlfeldt, a leading authority on CX.

The annual report combines quantitative and qualitative data to present a view of consumers’ and brands’ perceptions of online customer experience in South Africa. For this, the 2021 edition, a 28 question poll was served to ovatoyou’s panel of 21 000+ online South Africans through its mobile and web apps and promoted on social media platforms during the second quarter of 2021. In total 2 000 consumers completed the survey. Their opinions were supplemented by commentary from 12 seasoned marketing and customer experience experts.

About Us Demographic

The Collaborators


Rogerwilco is a multi-award-winning staff-owned marketing agency with business units in Cape Town, Johannesburg and London. The company offers a full range of digitally-led marketing services including strategy, creative, social, performance, development and marketing technology solutions to enterprise level customers and leading non-governmental organisations.

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Ovatoyou is an online market research platform with a panel of well over 20 000 online respondents across South Africa, Kenya, Uganda, Nigeria, Tanzania and Mozambique. The company has the ability to give businesses and brands both the qualitative, immersive insight they need to understand their markets, as well as the quantitative data they need to make decisions. The platform and responsive panel allows ovatoyou to get results swiftly from a broad spectrum of online South Africans. Surveys can be scaled to meet the needs and budgets of clients with rapid project turnaround times.

Julia Ahlfeldt

Julia, one of the leading customer experience experts in Southern Africa and beyond, works with key stakeholders across business to improve competitiveness by putting the customer at the centre of the organisation. Her interventions range from conducting CX research to customer-centric strategy, journey mapping, experience design and creating CX frameworks and governance.