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4 Methods for Meeting Customers at their Pain Points Instead of Just Selling

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Every business is founded to solve a customer problem, and the vast majority of products and services are designed to alleviate a specific customer pain point. But it is still important to let each customer know how their specific problems are being solved.

One of the best ways to build brand credibility is to understand a customer’s journey and build long-term relationships with them. In this article, we ask industry professionals how they meet the needs of their customers.

Build engagement with customers

It’s no secret that we live in a time of unprecedented technological acceleration. Nowhere is that more true than in the customer experience space. Things that ten years ago seemed completely impossible are now commonplace and almost expected.

“Many organisations want to make changes in line with accelerations in technology and customer experiences, but the range of options available out there stops them from even starting, or worse, they settle for an option that they deem to be “good enough,” comments Brent Haumann, Managing Director at digital communications firm, Tilte.

Importantly, however, is that as technology accelerates, so do customer expectations, and what was considered good enough yesterday is not good enough for tomorrow. It is critical that organisations aim to meet and even exceed these expectations, because if they don’t, their competitors will happily oblige. “The problem is that engaging customers is not about sending an email or introducing a chatbot.” Anyone can do that. It’s about how to get your customers to actually engage with your brand and build a loyal relationship that will see their customer lifetime value grow. This is a lot more difficult and requires expertise in these spaces.” concludes  Haumann

Enhance the user experience

While the use of technology to streamline customer-facing processes is an integral part of SME growth, the user experience of such technology can often become a pain point for the business if the right tool is not chosen. “While SMEs need technology to reduce manual tasks and automate repetitive processes, complicated software packages and platforms can be more of a hindrance than a help. “In fact, as many as 70% of startups fail within the first five years, according to research from the University of the Western Cape, because they don’t have the technical support they need to get the basics done,” says Andrew Bourne, Regional Manager, Africa – Zoho Corporation.

Integrated, seamless solutions need to meet the needs of the user, regardless of the scale of the business. This means having a full-featured Customer Relationship Management (CRM) system that will improve  the user experience and enhance customer service.

Provide access across borders

It’s no secret that mobile money has revolutionised the financial services industry, allowing individuals to transact within and across borders – opening up a world of possibility for small business owners on the continent. However, consumer pain points such as a lack of access to financial services, high transaction costs, and regulatory requirements still hurt interoperability and the cross-border payments innovations that are key for scaling access across Africa.

Remittances, as an example, are important to African countries, but the cost of intra-African money transfers still remains high. In South Africa, the average cost of sending remittances was 8.14% in 2020 as against the global average remittance fee of 6.01%. Not only are billions lost to high transaction costs, but they also limit financial inclusion and aid to the vulnerable.

MFS Africa has been driving the next step in this revolution, addressing this pain point by bringing more possibilities, more connections and more interoperability to the mobile money user. The organisation’s full-service digital payments network now connects over 400 million mobile money wallets, over 200 million bank accounts and over 150,000 agents in Nigeria.

Harness technology to enhance the experience

“Solving the customer’s pain point is the foundation of a great customer experience. And experience is everything. We know that more consumers and business buyers are noting that the experience companies offer matters as much as their products.” says Zuko Mdwaba, Area Vice President Salesforce South Africa

This is all about meeting the customer where they are. Today, customers’ use of social media, knowledge bases, and live chat is near parity with phone and email. With the decline of in-person service since 2020 showing little sign of recovery, the use of mobile apps, online communities, and video support have seen massive expansion over the past two years.

Mdwaba continues that “Given the rising importance of digital channels, strengthening partnerships between service and IT departments is often key to breaking down data silos, saving on software cost, agent empowerment and resulting in faster time-to-market for new technology solutions.”

By investing in advanced technology, organisations can address customer pain points effectively to achieve greater customer satisfaction, which ultimately boosts engagement and revenue.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

General News

Lagos Commences Integration of NIN with State Single Social Register

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Lagos State Government is committed to ensuring that the Lagos State Single Social Register is updated and integrated with individuals’ National Identification Numbers (NIN) to enhance the effectiveness of social protection programmes in the state and in line with President Bola Ahmed Tinubu’s directive.

Lagos Commences Integration of NIN with State Single Social Register

This was stated by Mrs. Olayinka Ojo, permanent secretary, Ministry of Economic Planning and Budget (MEPB), Lagos state.

Ojo disclosed this at a forum tagged: “Unified for Impact,” organised by the Ministry, through the Social Protection Coordinating Department, to sensitize stakeholders from various sectors, including selected Heads of Departments and Community Development Council Chairmen from the 57 Local Governments and Local Council Development Areas of the state, to provide them with a deeper understanding of the numerous benefits associated with enhancing the Single Social Register through seamless integration.

According to Ojo, “The Lagos State Single Social Register (LASSR) has become the cornerstone for our social intervention programmes, helping to ensure that support reaches those who need it the most.

However, we recognize that the full potential of LASSR can only be unlocked when it is linked with the National Identification Number (NIN).”

She added, “We need your support today; let us reflect on our collective progress, share ideas, identify gaps, and build synergy that will strengthen our coordination and level of impact in Lagos State, ensuring that nobody is left behind.

The Permanent Secretary emphasised the importance of leveraging data-driven innovation to build a more equitable and responsive system for all residents of Lagos.

Also speaking at the forum, Dr. Funmilola Olotu, national coordinator, National Social Safety-Nets Coordinating Office, noted that as part of its efforts to cater to the needs of the citizenry, the Presidency recognizes that linking the National Social Register with NIN would be of great impact and has cascaded it to every state in the Federation.

Olotu reiterated the President’s commitment to delivering dividends of democracy, saying, “President Bola Ahmed Tinubu is passionate about integrating NIN with the National Social Register to strengthen credibility and accountability, as well as ensure that all vulnerable individuals in the nation are well-catered for.”

Mrs. Kikelomo Bolarinwa, permanent secretary, Ministry of Local Government, Chieftaincy Affairs and Rural Development,  and Mrs. ‘Jibike Onigbanjo, permanent secretary, Ministry of Women Affairs and Poverty Alleviation, commended the department’s work so far and emphasised the importance of the Social Register in the planning and execution of government intervention. T

hey encouraged stakeholders to cascade the importance to their various communities as a matter of urgency.

In the same vein, Mrs. Oluwakemi Garbadeen-Adedeji, director of Social Protection Coordinating Department, in her presentation, explained how the data collated from the Lagos State Single Social Register serves as the bedrock of the social intervention architecture of the state.

The Director expressed gratitude to stakeholders for their role in reaching the grassroots level and encouraged them to continuously ensure everyone in need is covered.

She said, “We appreciate the stakeholders’ efforts in reaching the grassroots level and urge them to work more closely with us to ensure that no one is left behind, according to the developmental pillars of the Babajide Sanwo-Olu Administration, THEMES Plus.”

She added, “This Social Register helps the right intervention get to the right people, ensuring social justice, equity, and protection for citizens of Lagos State”.

Garbadeen-Adedeji appealed to the stakeholders present to ensure that the provisions made for vulnerable people by the government make an impact so that everyone can enjoy the dividends of democracy.

The Director appealed that beyond the stakeholder’s forum, each member of the community should spread the word about the benefits inherent in updating the Lagos State Single social register.

“This is a call to action for the entire community to ensure that no one is left behind, as Lagos residents we can contribute to the success of the register update initiative by sensitizing our community members on the benefit, let us ensure this is a case of all for one and one for all,” she emphasised.

Following the event, the department’s team visited the Kosofe Local Government, where they conducted sensitization, addressed field officers’ challenges, and engaged with residents to encourage their participation in the update process. They also visited the palace of the Traditional Ruler of the Area, Chief Surajudeen Lasisi, where they canvassed for support.

The Traditional Ruler promised to use his influence to ensure that the people in his constituency are sensitized and embrace the update of the register.

One of the stakeholders present at the forum, Mr. Balogun Tejumade, chairman of Olubori Community Development Association (CDA),  commended the Lagos State Government for the initiative, saying, “We commend the Lagos State Government for this initiative, which will enhance social protection programmes and improve the lives of our residents.

The Lagos State Single Social Register (LASSR) is a database of Heads and Members of Poor and Vulnerable Households (PVHHS).

The Lagos State Single Social Register update and Integration with the National Identification Number (NIN) kicked off on Wednesday, 9th April 2025, in the 57 Local Governments and Local Council Development Areas.

 


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Nigeria Records $6.83Bn Balance of Payments Surplus in 2024 Amid Economic Reforms

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Central Bank of Nigeria (CBN) has announced a remarkable $6.83 billion balance of payments surplus for 2024, marking a decisive turnaround from deficits of $3.34 billion in 2023 and $3.32 billion in 2022.

This achievement reflects the impact of sweeping macroeconomic reforms, stronger trade dynamics, and renewed investor confidence in the nation’s economic direction.

Speaking at the 36th Enugu International Trade Fair, Acting Director of Corporate Communications, Mrs. Hakama Sidi Ali, highlighted the CBN’s commitment to addressing economic challenges and fostering productivity, particularly for SMEs.

She emphasized the importance of robust financial systems, foreign exchange stability, and collaboration between monetary and fiscal authorities in achieving industrial development and global recognition.

The President of the Enugu Chamber of Commerce, Sir Odeiga Jideonwo, commended the CBN’s efforts but expressed concerns over the recent hike in interest rates, cautioning that it could hinder access to credit for businesses.

This surplus signals a positive trajectory for Nigeria’s economy, benefiting investors, businesses, and citizens alike.


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OpenAI Sues Elon Musk Claiming Bad-Faith Tactics

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OpenAI is suing Elon Musk over claims he has tried nonstop to slow down its business for his own benefit.

OpenAI Sues Elon Musk Claiming Bad-Faith Tactics

Elon Musk

The company accuses the Tesla boss of using “bad-faith tactics” against OpenAI to help him control cutting-edge AI technology.

Musk sued OpenAI chief executive Sam Altman last year in a bid to stop him from changing its corporate structure. Mr Musk co-founded OpenAI with Mr Altman but left several years ago.

Meanwhile reporters has approached his lawyer for a response to OpenAI’s lawsuit, which was filed on Wednesday.

The countersuit opens up a new front in the high-stakes battle between two Silicon Valley heavyweights.

“Elon’s nonstop actions against us are just bad-faith tactics to slow down OpenAI and seize control of the leading AI innovations for his personal benefit,” “Today, we countersued to stop him.”

Last week, a federal judge in Oakland, California, set a March 2026 trial date in Mr Musk’s suit in a bid to fast-track the legal fight.

US District Judge Yvonne Gonzalez Rogers previously declined to grant Mr Musk an injunction that would temporarily halt OpenAI’s conversion from a non-profit to a for-profit company.

She also said that she expected Mr Musk to give evidence in the case.

Musk alleges that OpenAI strayed from its founding mission as a non-profit to develop AI for the benefit of humanity and is therefore in breach of contract.

He left the company in 2018.

“This is about control. This is about revenue. It’s basically about one person saying, ‘I want control of that startup’,” said Ari Lightman, professor of digital media and marketing at Carnegie Mellon University.

Lightman said it has been a distraction from making AI safe and equitable.

“That takes a backseat with all this rigmarole over control and monetization,” Lightman said.

OpenAI claims Musk has “been spreading false information about us,” in a X post on Wednesday, adding “Elon’s never been about the mission. He’s always been about his own agenda.”

Musk’s xAI is a competitor to OpenAI, but has so far lagged behind. Last month, xAI aquiired Musk’s social media platform X formerly Twitter.

Musk claims the combined company, XAI Holdings, is valued at more than $100 billion.

In February, Musk made an unsolicited bid for OpenAI, offering to buy it for $97.4 billion, which Mr Altman rejected by posting: “no thank you but we will buy twitter for $9.74 billion if you want.”


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