Omni-Channel CRM & Customer Experience Platform at Kasha Global, Inc
Led the multi-country design and rollout of an integrated omni-channel CRM platform across Rwanda and Kenya, unifying voice, chat, social, and e-commerce support into a scalable cloud-based customer operations backbone that improved CSAT by over 30% and enabled regional expansion without operational rebuilds.
Context & Business Challenge
Following expansion from Rwanda into Kenya, Kasha Global experienced rapid customer growth across multiple channels. However, internal support infrastructure had not evolved at the same pace.
Customer interactions were fragmented across:
WhatsApp
Email
On-prem E1 voice lines
Meta Business Suite (Facebook & Instagram DMs)
E-commerce websites
Microsoft Dynamics Business Central (order lookup only)
There was no unified customer view, no structured ticket lifecycle, and no SLA enforcement. This resulted in lost tickets, inconsistent service quality, and growing churn risk precisely when operational maturity was critical ahead of regional expansion and investor engagement.
Leadership required a scalable, cloud-first CRM backbone capable of supporting multi-country growth while delivering a consistent, premium customer experience.
Objective & Success Criteria
The goal was to deploy a unified omni-channel CRM across current and upcoming markets to standardize customer engagement and enable scalable support operations.
Key objectives
Centralize all customer interactions into a single platform
Integrate voice, chat, social media, email, USSD, payments, and ERP
Improve SLA compliance and reduce resolution times
Increase CSAT by ≥30% within six months
Enable plug-and-play country expansion without rebuilding support workflows
Provide executive-level visibility into customer performance metrics
Success required both technical integration and behavioral change across markets.
My Role & Ownership
As Regional IT & Platforms Manager (Rwanda, Kenya, South Africa), I led the initiative end-to-end.
My responsibilities included:
Multi-country requirements gathering
Vendor evaluation, selection, and contract negotiation
Integration architecture design and technical coordination
CRM configuration and workflow automation oversight
Telco alignment and SIP migration
Train-the-trainer enablement across markets
Phased rollout planning and post-launch optimization
I was accountable for delivery timelines, integration stability, adoption, and operational readiness.
Platform Strategy & Execution
Vendor Selection & Architecture: After evaluating multiple vendors, Freshworks was selected for its modular ecosystem, API maturity, and scalability across markets. The platform architecture unified:
Freshdesk (ticket lifecycle management)
Freshchat (live chat + AI chatbot)
Freshcaller (cloud-based call center)
Freshsales (customer lifecycle tracking)
This created a consolidated support and customer operations layer.
Integration Design: A structured API-based integration model connected the CRM to:
Microsoft Dynamics 365 Business Central (order lookup & inventory updates)
E-commerce platforms
USSD ordering module
Payment gateways (transaction queries & reconciliation)
Meta Business Suite
SIP providers (MTN, Airtel, Safaricom)
The design ensured that customer interactions were context-aware, with order history and transaction data visible within the CRM interface.
Infrastructure Modernization
Migrated voice infrastructure from unstable on-prem E1 lines to cloud-based calling
Coordinated SIP provisioning across Rwanda and Kenya
Implemented automated SLAs, escalation workflows, and ticket routing logic
Designed performance dashboards for leadership visibility
The platform was structured to support rapid market replication without core reconfiguration.
Technical Architecture
Core Platform: Freshworks ecosystem (Freshdesk, Freshchat, Freshcaller, Freshsales)
Key Capabilities Implemented
Multi-channel intake (email, voice, chat, social media)
AI-assisted chat workflows
Automated SLA enforcement
Escalation hierarchies
Real-time reporting dashboards
Integrations
ERP (Microsoft Dynamics Business Central)
E-commerce and USSD modules
Payment providers
Telco SIP infrastructure
The system replaced fragmented communication with a unified, cloud-first support backbone.
Results & Impact
Operational Improvements
Eliminated fragmented customer tracking
Reduced lost or unresolved tickets
Improved SLA adherence across Rwanda and Kenya
Support teams handled 3-4x higher volume without proportional staffing increases
Customer Experience Impact
30% improvement in CSAT within six months
Reduced average resolution time
Consistent service quality across markets
Strategic & Growth Impact
Standardized support operations for regional expansion
Enabled seamless scaling into new markets without rebuilding support infrastructure
Strengthened investor confidence through operational maturity
The CRM platform became a foundational pillar in Kasha’s scaling strategy.
Key Challenges & Approach
Telco Delays (SIP Provisioning): Provisioning delays from regional telcos caused timeline overruns.
Approach: escalated to senior telco leadership, implemented weekly governance calls, and ran parallel workstreams to avoid blocking broader implementation.
Resistance to Change: Support teams were accustomed to informal workflows.
Approach: implemented a structured train-the-trainer model, early demonstrations, performance dashboards, and adoption incentives.
Multi-Country Alignment: Different markets operated with varying expectations and processes.
Approach: Standardized core SLAs and workflows while allowing limited country-specific configurations under regional governance.
What I Would Do Differently
Align telco provisioning earlier in the planning phase
Initiate structured change management 4-6 weeks before technical rollout
Reduce customization to accelerate deployment
Launch a comprehensive internal knowledge base from day one