In Rwanda’s fast-growing digital economy, we often talk about connectivity in terms of coverage, speed, and capacity. But here’s the real question: what does that connectivity actually feel like for the customer?

Because true digital progress is not measured only by the strength of a network, but by how easily people can live, work, and transact through the services built on top of it.

Last week, I wrote about connectivity as a national utility, the invisible infrastructure that keeps Rwanda moving. That foundation matters. But in 2025, one lesson became very clear to us at MTN Rwanda: a strong network means little if the experience built on top of it is frustrating.

Customer experience is where trust is either built... or broken.

We know this journey is far from finished. Long queues at service centres and delays in reaching customer care during peak hours are real pain points. We hear you. And listening is not a slogan, it’s a responsibility. Your feedback directly shapes how we improve.

Over the past year, our focus has been simple: remove friction from everyday moments. Customers can now reset their MoMo PIN on their own, receive instant balance notifications after calls, and access financial statements digitally without needing to visit a service centre. These are not just features; they are signals of respect for customers’ time and independence.

At the heart of this shift is a move toward digital self-service that works on your terms, is intuitive, fast, and reliable.

Trust, however, goes beyond convenience. As we mark Data Privacy Week, it’s worth reminding ourselves that protecting customer information is fundamental to building confidence in digital services. We have strengthened how customers manage their data, from privacy requests to opting out of promotional messages. When privacy is simple and transparent, customers engage more confidently.

These changes matter. They reduce anxiety. They save time. And most importantly, they turn frustration into trust.

But experience is not only digital. During Customer Engagement Week last year, our leadership teams stepped into service centres listening, learning, and standing alongside frontline staff. Because great customer experience is built not just through systems, but through empathy and presence.

Convenience also means choice. Some moments require self-service; others require a human conversation. That’s why we continue to bring services closer to customers today through 25 service centres, 75 Connect Shops, and an extensive network of Express Shops nationwide.

Trust is nowhere more critical than in digital financial services. People trust platforms with their money only when interactions feel safe, simple, and predictable. Clear transactions and accessible support are what turn financial inclusion from theory into reality.

This is why customer experience sits at the centre of our growth strategy not just growing numbers, but growing confidence. As we look ahead, our focus is on more integrated touchpoints, stronger internal knowledge, and better customer insight, so every interaction feels consistent and reliable.

As we move into 2026, our ambition is clear: to build digital ecosystems designed around how people actually live. In a digital economy, trust is the real network.

And beyond trust lies an even bigger responsibility ensuring that digital leadership translates into opportunity, skills, and inclusion for society at large. Next week, we’ll explore how MTN’s CSI and ESG commitments are helping shape inclusive and sustainable progress beyond our products and services.

Monzer Ali is the CEO MTN Rwandacell PLC