It is now easier than ever to manage the purchase of construction materials from AfriSam, but the whole customer experience is much deeper than just this moment in the relationship.

“We have built our business around our customers, ensuring that they are buying not just our products but peace of mind and long-term cost effectiveness,” says Richard Tomes, AfriSam Sales and Marketing Executive. “Beyond the products themselves, customers are also benefiting from our depth of technical expertise and support – while also joining our quest to create a better society.”

Tomes highlights that AfriSam’s digital platform ClickToGo streamlines the customer experience when purchasing products online. It provides a seamless process from enquiries and quotes, through order placement and technical advice, to payments and delivery tracking.

“At the same time, we know that customers often need to speak directly to an informed and responsible employee, who will deal with their query – however complex,” he says. “Automated systems can’t always do that, so we have a contact centre manned by experienced people, and they work from a centralised office – not from home – that is well resourced for optimal responsiveness.”

He emphasises, though, that the whole customer experience rests upon decades of innovation and a market leading expertise that underpins the success of customers’ projects – whether large or small. Serving the growing DIY and small builder market, for instance, AfriSam’s quality All Purpose Cement ensures strength and longevity in a diverse range of applications.

“For those segments where the risk of selecting an inappropriate cement category is high, our All Purpose Cement gives users the best results across various applications,” he says. “This is becoming more important as more and more cement is sold from retailers, often to relatively inexperienced users.”

Tomes points out that there is significant risk involved when people make poor or uninformed purchasing decisions about critical building material like cement. The BBC has reported that the Nigerian capital Lagos experiences a building collapse every two weeks on average, with substandard or inappropriate building material being a common factor.

“We also see tragic consequences from unsafe food in South Africa, and we should recognise that products like cement also require informed purchasing decisions,” he says. “We are proud that we can assure people of our guaranteed quality, so that they can build safe and durable buildings.”

At the same time as it serves inexperienced users, AfriSam is well known for its leading edge skills and facilities, on which large and medium-sized contractors often rely for technical advice, bespoke concrete mixes and specialised support. Its reputation for reliability also means that quality is consistent and deliveries are on time, keeping projects on track and on budget.

“This capability gives our customers the comfort that project risks are being effectively mitigated, to deliver structures that are safe and long-lasting,” says Tomes. “It also ensures value for money, as quality materials in construction will avoid unbudgeted expenditure on repairs and maintenance.”

As a responsible company investing continuously in skills and community development, AfriSam’s commitment to a ‘positive African future’ includes maintaining and nurturing critical expertise for construction to thrive.

“As a BBBEE Level 2 contributor, we actively pursue transformation goals for our company, the sector and the country,” he says. “This ensures that the economic growth we facilitate is inclusive and supports future livelihoods for all.”