Broadcasting
5 Customer Experience Trends You Need to be Aware of this Year
By Prashanth Krishnaswami, Head of CX Market Strategy & Thought Leadership, Zoho Corp.
It’s no secret that customer experience (CX) is a major point of differentiation between organisations. “One in three consumers (32%) say they will walk away from a brand they love after just one bad experience,” according to PwC’s 2018 consumer intelligence report that surveyed 15,000 people from 12 nations. Besides, the definition of a ‘first-class CX’ evolves constantly, and organisations need to similarly adapt, tweak and innovate their CX program to match changing needs and preferences.
With that in mind, here are some of the major trends that will define CX in 2022.
Privacy and trust-by-design
With governments around the globe introducing stringent privacy laws, all companies now have a baseline to work from. Nigeria is no exception. On 25th January 2019, the National Data Protection Regulation (NDPR) was issued in accordance with section 6 (a) and (c) of the National Information Technology Development Agency Act 2007 (‘NITDA Act’) in recognition that a lot of public and private bodies have migrated their respective businesses and information systems online. But simply meeting those basic requirements won’t be enough for customers who are increasingly concerned about how their personal data is used and stored.
Organisations shouldn’t just view customer privacy as a legal imperative, but also as an ethical priority. That means adopting a privacy-first approach for their business operations including product management, supply chain networks, software partner choices, CX programs, and workplace culture. Customers will switch to brands that offer more privacy and take data security extra seriously. They would even pay a premium for offerings from such brands. This is already starting to be true and will only get stronger as a trend.
Additionally, customers will be increasingly drawn to brands that demonstrate trustworthiness through focus on inclusive and sustainable growth, responsible sourcing practises, thoughtful waste management, and fair wages, among other things.
Self-service becomes increasingly critical
Today’s customer prefers to be in control of their interactions with companies. Whether it’s billing, commerce, or account management, customers would rather handle it themselves than have to deal with a number of people within the organisation. And while self-service has long been in play in the B2C space, it’s growing in importance in the B2B segments too.
It’s also important for organisations to think about how they deliver self-service functions. Zero UI, for instance, is gaining popularity. Organisations need to understand invisible user interfaces that are activated by voice, gestures, and movements. While these technologies may not be as prevalent in Nigeria as they are in more developed markets, it’s still important that organisations work on them now and not risk getting left behind.
Unified technology platforms come to the fore
Creating seamless customer experiences depends to a huge extent on how well your internal functions and teams can converge and collaborate during every customer touch-point. That internal collaboration can be made a great deal smoother through the use of unified CX technology platforms that blend organisational functions and show the entirety of each customer’s story.
Unified platforms help your organisation avoid wasting time trying to integrate disparate pieces of software and instead bring together data from across the organisation for various needs such as cross-referencing customer context, performing automation, and coaching employees.
Reliability matters
With so many areas of everyday Nigerian life plagued by unreliability, customers are desperate for reliable experiences. In fact, consistently good experiences will probably win you more favour than the odd exceptional experience. That’s not to say organisations shouldn’t try out fancy ideas and experiences from time to time. But they should only do so if they have the basics firmly in place. A birthday gift from a bank is meaningless if you can’t move your money around when you direly need to.
Personalisation will pay off
While there was a time when simply including a customer’s name on a piece of communication counted as personalisation, that’s no longer the case. Today, personalisation is about reaching customers with the right message on the right platform at the right time. Of course, achieving that level of personalisation requires data. That means organisations have to balance the usefulness of personalisation with the responsibility of upholding customer privacy. For brands with an international presence especially, this means having a firm grasp of the technological and regulatory environments they operate in.
As these trends may indicate, CX leaders and program managers have a tricky year ahead, with both technology and customer expectations evolving alongside the pandemic itself. The best attitude to have is a mix of flexibility and pragmatism.
Nigerian Copyright Commission (NCC) has warned disc jockeys (DJs) against publicly playing music without proper authorization or a valid license.
NAN reports that John Asein, NCC director-general, gave the warning in an advisory issued in Abuja.
He said the commission’s attention had been drawn to the growing practice of DJs playing music in public spaces without obtaining copyright licences from their approved collective management organisations (CMOs).
Asein said under sections 9 and 12 of the Copyright Act, 2022, only the owner of copyright in a musical work or sound recording has the exclusive right to reproduce, perform, or communicate it to the public.
The NCC threatened to prosecute defaulters in a case that could lead to a N1 million fine or a 5-year jail term upon conviction.
“Engaging in any of these acts without the owner’s authorisation constitutes an infringement under the Act,” he said.
“Such infringement may constitute a civil wrong or a criminal offence under section 44 (7), punishable upon conviction by a fine of not less than N1 million or imprisonment for a term of not less than five years or to both.”
Asein advised DJs to obtain the necessary licences and pay royalties to the approved CMO before performing music publicly.
The NCC director-general added that the commission will arrest and prosecute anyone found violating the law.
“For the avoidance of doubt, the approved CMO for musical works and sound recordings in Nigeria is the Musical Copyright Society, Nigeria (MCSN),” he said.
“The Commission is aware that the Disc Jockey’s Association of Nigeria (DJAN), as the umbrella body representing DJs in Nigeria, has entered into a Memorandum of Understanding with MCSN.
“Under the arrangement, DJAN is authorised to work with MCSN to facilitate the payment of royalties by DJs nationwide, based on the tariff that DJAN had negotiated with MCSN.”
Netflix has increased its subscription fees in Nigeria for the third time since 2024, with the Premium Plan rising by 21.43%, from ₦7,000 to ₦8,500 per month.
This marks the streaming platform’s first price adjustment in 2025.
Other subscription tiers have also been affected.
The Standard Plan now costs ₦6,500, up from ₦5,500—a hike of 18.18%.
The Basic Plan has increased from ₦3,500 to ₦4,000, while the Mobile Plan moved from ₦2,200 to ₦2,500, reflecting increases of 14.29% and 13.64% respectively.
The latest adjustment aligns with Netflix’s broader global pricing strategy, which the company has linked to its ongoing investment in content and platform development. In a previous communication to investors, Netflix stated, “As we invest in and improve Netflix, we’ll occasionally ask our members to pay a little extra to reflect those improvements. Which in turn helps drive the positive flywheel of additional investment to further improve and grow our service.”
While the company did not explicitly cite inflation in its most recent update, its website indicates that local economic factors influence its pricing structure.
“Price changes are made to respond to local market changes, such as changes to local taxes or inflation,” the statement read.
The move mirrors similar pricing shifts among other major digital and entertainment services in Nigeria.
Companies including Google, DSTV, GOtv, and Microsoft have also raised subscription rates, attributing their decisions to continued inflationary pressures and a weakening naira.
National Broadcasting Commission (NBC) and Nigerian Communications Satellite Limited (NIGCOMSAT) have jointly introduced “The Big Picture’, a flagship initiative under Nigeria’s renewed Digital Switchover (DSO) project.
Under the project, Nigerian households will for the first time, gain access to high-quality digital broadcasts via affordable satellite dishes, hybrid devices, and internet-enabled set-top boxes.
Backed by President Bola Ahmed Tinubu and in line with his Renewed Hope Agenda, this strategic shift marks a significant step toward transforming Nigeria’s broadcasting landscape by leveraging the country’s sovereign satellite infrastructure.
At the heart of the initiative is NigComSat-1R, Nigeria’s only communications satellite in orbit, which will play a critical role in delivering Direct-to-Home (DTH) broadcasts across the entire Nigerian territory.
This satellite-first approach eliminates the traditional dependence on terrestrial transmission towers, accelerating the nationwide rollout of digital broadcasting by over 65%.
It also offers a scalable, cost-effective, and future-ready model for expanding digital access and promoting national storytelling.
Key figures, including: Charles Ebuebu, director-general, NBC; and Jane Nkechi Egerton-Idehen, managing director, Nigcomsat, have welcomed this forward-thinking strategy, emphasising its importance in maximising the use of national satellite assets and ensuring inclusive access to digital content.
An estimated 10 million homes equipped with DVB-S2-compatible televisions or decoders will have immediate access to free-to-air channels, while others will benefit from next-generation hybrid devices that combine satellite feeds with online streaming capabilities.
These new branded devices are designed with the country’s youth-dominated demographic in mind over 60% of the population is under the age of 25.
They will feature pre-installed apps, voice search functionality, parental controls, and seamless integration with NigComSat’s Electronic Programme Guide (EPG), offering an intuitive and engaging user experience.
In a data-driven upgrade to Nigeria’s broadcasting ecosystem, NBC is also partnering with global analytics firm GARB to introduce real-time audience measurement technology.
This will enable broadcasters, advertisers and content creators to analyse viewership trends across regions and devices, helping to tailor content more effectively and drive higher audience engagement. The introduction of this system is expected to boost advertising revenue by as much as 300% by 2026.
The success of “The Big Picture” will rely on robust collaboration between public and private stakeholders.
The Broadcasting Organisation of Nigeria (BON) and other content partners are expected to supply 60% of programming for the new 120-channel platform, using both original and repurposed content.
Meanwhile, local manufacturers will contribute by producing around 5 million compliant devices annually, a move projected to create over 20,000 jobs in assembly plants nationwide.
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