About
About Niche Customer Experience Group
Niche Customer Experience (CX) Group is an African-born advisory and capability ecosystem focused on helping organisations improve performance through better customer, employee, product, brand, and operational experience.
Founded in 2015, Niche has evolved from a customer experience consulting firm into an Experience Intelligence and Transformation Advisory, working with organisations across Africa and emerging markets.
We help businesses understand what people experience, identify where those experiences affect results, and translate that insight into practical actions that drive growth, reduce risk, and improve performance.
What We Believe
Experience is no longer a “soft” issue.
In today’s environment — defined by tighter margins, rising customer expectations, regulatory pressure, and talent challenges — experience directly impacts revenue, trust, productivity, and risk.
Our work is grounded in a simple belief:
When organisations understand experience clearly, they make better decisions and perform better.
What We Do
We help organisations to:
Understand what customers, employees, and partners actually experience
Identify where experience is enabling or constraining business outcomes
Design better ways of working across people, processes, and touchpoints
Build internal capability so improvements are sustained
Our advisory work supports:
Business growth and customer loyalty
Operational efficiency and cost control
Risk reduction and governance assurance
Stronger employee and leadership alignment
How We Work
Our work is anchored on a structured, leadership-led approach known as the Experience Intelligence Transformation Mandate™ (EITM™).
Through this mandate, we support organisations across four key phases:
Experience Intelligence Diagnostics – to create clarity and visibility
Executive Sense-Making & Governance Design – to align decisions and ownership
Execution-Guided Enablement™ – to build capability while maintaining accountability
Oversight & Performance Stewardship – to ensure experience becomes a governance tool, not a project
We do not take over operations.
We guide transformation and embed capability.
Who We Work With
We work with:
Business owners and founders seeking sustainable growth
Functional leaders and professionals responsible for customer, operations, HR, product, or service outcomes
Executives and Boards requiring clarity, assurance, and performance oversight
Our clients span financial services, telecommunications, healthcare, energy, retail, and the public sector across Africa.
The Niche Ecosystem
The Niche CX Group operates as a connected ecosystem, with each entity playing a distinct role.
Niche Customer Experience Consulting Firm
Our core advisory business is focused on Experience Intelligence and enterprise transformation.
Niche Institute of Customer Experience & Innovation (NICXI)
Our learning and capability engine, developing professionals and future CX and service leaders across Africa.
Niche CX Digital Solutions
Selective technology advisory and enablement, supporting experience measurement, governance, and execution.
Together, the ecosystem allows us to influence strategy, capability, and execution — without diluting focus.
Our Mission
To help African organisations become more profitable by helping them understand and improve the experiences they create for customers, employees, and operating communities.
Our Mission
To help African organisations become more profitable by helping them understand and improve the experiences they create for customers, employees, and operating communities.
Leadership
Our leadership team brings decades of cross-sector experience spanning consulting, banking, technology, operations, and organisational transformation.
onome deBBie akwara
Founder and Partner, Pan Africa Operations
deBBie is an organizational transformation leader with 20+ years of experience in experience management across banking, technology, telecommunications, education, retail, healthcare, insurance, pensions, and more.
A certified management consultant (CMC) and certified experience management professional (XMP) by the Qualtric XM Institute USA, she is a globally sought-after CX conference speaker, a 3-time Global CX playbook contributor, a 5-time author, and a 4-time top 100 global thought leader.
Alfred Yadua
Co-founder & CEO, Niche Digital Solutions
Alfred has a global technology footprint which spans Europe and Africa where he led and delivered large transformation initiatives.
He has worked for a Big 4 and co-founded a startup that empowers micro businesses to drive economic growth.
He is an advocate for using consulting models that deploy AI and Automation to immediately solve business problems.
Simisola Osinuga
Managing Partner, Niche CX Consulting Firm, Nigeria
Simisola is a CX strategist with 28+ years of experience driving customer success in banking, digital payments, and retail.
A former GTBank executive, she pioneered service innovations and industry reforms.
She is the Founder of CXExplore Consult and a board advisor, with executive training from Disney and Michigan Ross.
Now, as Managing Partner at NICHE, she leads CX transformation across Africa.
Ntsholetsang Ikgopoleng
Managing Partner, Niche CX Consulting Firm, Botswana
Ntsho is a distinguished professional, weaving two decades of rich experience into the fabric of her career.
With a treasure trove of expertise in customer experience management, Ntsho has consistently led transformative initiatives that enhance client engagement and propel business success.
Her profound grasp of customer satisfaction drivers, coupled with her adeptness in strategic data analysis, allows her to blend analytical acumen with practical insights, yielding exceptional results for clients throughout Africa’s vibrant landscapes.
Our Advisory Mandate
The Experience Intelligence Transformation Mandate™ (EITM™) is Niche’s flagship advisory engagement, designed to help organisations translate customer, employee, product, brand, and operational experience into measurable business performance.
EITM™ is a time-bound, leadership-led mandate, typically sponsored by Boards, CEOs, or executive teams to create clarity, strengthen execution, and embed experience as a driver of growth, governance, and performance.
This is not a CX project. It is a performance and governance mandate.
The Experience Intelligence Transformation Mandate™ is proprietary to Niche Customer Experience Consulting Firm.
What the Mandate Delivers
Through EITM™, we help organisations:
Gain clear visibility into what customers, employees, and operations are actually experiencing
Align leadership on priorities, ownership, and decision-making
Strengthen execution without creating long-term dependency
Use experience as a practical tool for performance, risk management, and trust
How We Work
The mandate typically spans four integrated stages:
Experience Intelligence Diagnostics
Executive Sense-Making & Governance Design
Execution-Guided Enablement™
Oversight & Performance Stewardship
Each stage is designed to move organisations from insight to action, and from action to sustained results.
Who This Is For
EITM™ is designed for organisations navigating growth, complexity, or heightened performance expectations — and for leadership teams seeking clarity, discipline, and results.
Our Track Record & Recognition
For over a decade, Niche Customer Experience Consulting Firm has played a pioneering role in shaping customer experience and experience management practice across Africa.
Multiple sectors, including financial services, telecoms, healthcare, energy, and the public sector
Operations and partnerships across Nigeria, Botswana, and Kenya, with a broader Pan-African footprint
Key Milestones & Achievements
Nigeria’s first boutique Customer Experience Management consultancy, recognised for its trailblazing role in CX and experience-led transformation across Africa
Public Service Experience Transformation Public–Private Partnership (PPP) with the Federal Government of Nigeria through the Bureau of Public Service Reforms (BPSR) (2025–2030)
Africa’s first indigenous, globally recognised CX certification accredited by the World Certification Institute (WCI), USA (2020), alongside the launch of the NICXI e-learning platform
Africa’s first multi-sector State of CX in Africa Report, with six editions published to date
Africa’s first CX Management Competency Framework, shaping organisational and talent development standards
Founder and host of the CX Africa Summit (now the Niche Customer Experience (CX) Summit), with six successful editions delivered
Awards & Industry Recognition
Best Pan-African Customer Experience Management Consultancy — MEA Africa Excellence Awards (2024)
Best Customer Experience Management Consultancy — Corporate Vision (2025)
Best Learning & Development Company — Corporate Vision (2025)
Depth of Expertise
Niche is backed by a senior leadership team with over 120 years of combined experience across customer experience, transformation, technology, and operations — supporting organisations navigating growth, complexity, and performance challenges across Africa.
