Customer Journey Mapping and Business Success of Mobile Money Operators in Nigeria

Mobile money operators in Nigeria face increasing challenges in sustaining growth due to fragmented service delivery, inconsistent customer experiences, and low retention rates. This study examined customer journey mapping and its effect on business success in selected mobile money operators in Ilorin South, Kwara State. The specific objectives were to: (i) evaluate the effect of multi-channel customer touchpoints on user satisfaction; (ii) determine the influence of employee engagement and training on service quality and consistency; (iii) assess the impact of personalization and customization on customer loyalty and frequency of use; and (iv) analyze the role of technology and infrastructure investments in enhancing business performance. A descriptive survey design was adopted, targeting 307 active mobile money users in Ilorin South. Convenience sampling was employed, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0. The findings show that multi-channel touchpoints (β = 0.118, p = 0.062), employee engagement (β = 0.097, p = 0.085), personalization (β = 0.121, p = 0.054), and technology investments (β = 0.110, p = 0.071) individually had no statistically significant effect on their respective performance indicators. However, customer journey mapping as an integrated strategy significantly enhanced business success (R² = 0.648) by improving service delivery, fostering trust, and deepening customer relationships. The study concluded that customer journey mapping is a strategic tool for driving sustainable business growth in the mobile money sector. It recommends that operators prioritize integrated touchpoint management, continuous employee training, data-driven personalization, and strategic technology investments to enhance user satisfaction, retention, and overall performance in Ilorin South.