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.
The heartbeat of Lagos is about to receive a powerful new rhythm as KONFAM 89.5 FM officially launches in Lagos tomorrow, Wednesday.
Kayode Adegbite, founder, KONFAM FM,
KONFAM FM, Kayode Adegbite, brainchild of seasoned entrepreneur and media innovator, is a cutting-edge radio station poised to redefine the broadcasting landscape in Nigeria.
It promises to bring a fresh, tech-driven, and culturally rich approach to radio transmission.
Described as a fusion of technology, creativity, and community, KONFAM FM aims to captivate Lagosians with content that speaks directly to their experiences.
Whether it’s music, news, entertainment, lifestyle, or talk shows, the station is built to reflect the soul of the city and the pulse of its people.
Adegbite is no stranger to transformation.
As CEO of MediaCrush Nigeria Ltd, a leading Out-of-Home (OOH) advertising company, he has spent the past decade revolutionizing how brands engage with audiences across Nigeria.
With over 20 years of experience spanning finance, marketing, and media, he is now channeling his vision into broadcasting.
“KONFAM is not just another radio station,” Kayode said in a pre-launch interview.
“It is a movement, a platform for authentic voices, compelling stories, and meaningful conversations that empower and entertain.”
From its sleek state-of-the-art studio in the heart of Lagos to its impressive lineup of on-air personalities and programs, KONFAM FM is designed to be interactive, engaging, and youth-focused.
Festus Sanmi Onifade, subscriber and legal practitioner, has withdrawn his lawsuit challenging alleged unfair price hikes by MultiChoice Nigeria Limited, filed at the Federal High Court in Abuja.
Also listed as a defendant in the suit is the Federal Competition and Consumer Protection Commission (FCCPC).
In a notice of discontinuance, dated April 1, 2025, the claimant formally informed the court of his decision to wholly withdraw the suit, marked FHC/ABJ/CS/363/2025.
However, the notice, signed by Onifade, did not advance reasons for the withdrawal.
Onifade had earlier approached the court to challenge what he described as an unfair and unjust price increase announced by MultiChoice Nigeria, slated to take effect from March 15, 2025.
In the originating summons, he asked the court to determine, among other things, whether, given Section 128 of the Federal Competition and Consumer Protection Act, 2018, and other relevant laws, the notice of the impending price increase issued by the first defendant was not unfair, unjust, grossly inadequate and a breach of his consumer rights; whether, considering the subsisting appeal in MultiChoice Nigeria Ltd & Ors v. Festus Onifade & Ors, the defendant was not stopped from further increasing the price of its services.
The suit centred on legal tussle between Onifade and MultiChoice over price hikes, which the claimant insisted were being implemented in defiance of regulatory standards and without adequate consumer engagement.
Uche Nnaji, minister of Innovation, Science and Technology, has, said that the federal government has been exploring measures to curb the growing exploitation of satellite technologies, lamenting that Starlink, DStv, and a few other service providers pay ‘peanuts’ to operate in Nigeria.
According to him, some foreign investors have been known to find a way to bypass the system and deprive the government of its mandatory revenues.
The minister made the revelation at a stakeholders’ Workshop on Space Regulation organised by the National Space Research and Development Agency (NASRDA) in Abuja.
Addressing the gathering, Nnaji noted that if the regulation of space is properly handled, it would not only boost revenue, it will also whittle down the growing activities of pipeline vandals, insurgents and criminal groups.
He said, “In the near future, we will move from the $ 1 trillion economy to $ 5 trillion. So with this space regulation and licensing. Starlink and most of them, including DSTV will come here, some will pay peanuts and shortchange Nigerians. These are part of what we want to address through this space regulation and license.
“You can be sure that yearly, if we are going by what my capacity DG of NASRDA has said, we will be looking at over N200 billion annually, with annual increment of 18-20 per cent. This is just one of the initiatives coming out of the agency.”
Continuing, Nnaji said the era of satellite pay-tv or radio losing signal when it is raining will soon be a thing of the past.
The minister said they have discovered some service providers are not operating on the right bandwidths hence the loss of signal when there is a change in weather.
“All these challenges of your TV or radio not working or losing signal whenever it is raining are because the DSTV and the likes are not hosting their equipment at the right bandwidth. They will host it at the lower bandwidth, where they will not spend money on the higher bandwidth.
“But with the regulation, we will force them to move it up to where it’s supposed to be. Because if you move it up to where it’s supposed to be, you won’t have any of those problems of losing signal as soon as it starts raining. So this is part of the many reforms that are going on under this very capable man, Dr. Olumide Adepoju.
KONFAM 89.5 FM Hits Airwaves in Lagos Tomorrow
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