Africell Sierra Leone has once again carried out its flagship ‘ACE Day’ initiative, bringing the company’s leadership team out of the office and onto the streets of Freetown to engage directly with customers, gather honest feedback, and reconnect with the everyday experience of being an Africell subscriber.
Now a firmly established tradition, ACE Day sees senior leaders step away from their desks to work alongside frontline staff, meet ordinary members of the public, and sharpen their hands-on sales and marketing skills. The exercise reflects Africell’s belief that great leadership begins with listening — and that the best insights come not from boardrooms, but from the communities the company serves.
Mamadi Koroma, a market trader in central Freetown, welcomed the initiative. “It means a lot when the big people from Africell come to talk to us directly,” he said. “We use Africell every day — for calls, for data, for mobile money. When they come and ask us what we think, it shows they really care about us, not just our money.”
Mamadi Koroma, a market trader in central Freetown, welcomed the initiative. “It means a lot when the big people from Africell come to talk to us directly,” he said. “We use Africell every day for calls, for data, for mobile money. When they come and ask us what we think, it shows they really care about us, not just our money.”
Speaking after the exercise, Managing Director of Afrimoney Sierra Leone Martison Obeng-Agyai said: “ACE Day is one of the most valuable things we do. It strips away the layers between leadership and the people we exist to serve. You cannot run a customer-focused business if you lose touch with your customers . Every conversation on the street teaches us something we could not have learned in a meeting room.”
Africell Sierra Leone is the country’s leading mobile network, providing voice, data, and mobile money services to more than half of Sierra Leonean mobile users.