Broadcasting
Three Reasons Why Customer Experience isn’t Just About Existing Customers
By Hyther Nizam, President MEA, Zoho Corporation
In today’s hyperconnected world, a bad shopping experience can drive a potential consumer to a competitor. While product and pricing used to be sufficient to separate a business from its competitors, this is no longer the case. Today’s consumers place a premium on speed, convenience, and professional and friendly service.
According to a 2018 PwC survey, consumers are willing to pay a premium for an amazing customer experience, and disgruntled customers are much more inclined to transfer their business elsewhere than to seek to remedy a terrible experience.
When people talk about customer experience, they frequently refer to existing customers. After all, it is substantially easier to market new products and services to existing clients than it is to acquire new ones. This is not to say that businesses should focus exclusively on existing customers. It is important for business growth to gain new clients, and customer experience (CX) plays a critical part in this process.
Optimise experiences for repeat customers
Remember that CX encompasses the totality of a customer’s journey (or journeys) with a brand or business. That means organisations have to understand what a customer experiences, right from the moment they feel the need to purchase and notice available options, to the subsequent research they do, zero in on your product/service, and make their final buy. Beyond this, organisations need equally to ensure that each part of the journey is optimised to draw in new customers and retain their loyalty post-purchase with a delightful after-sales experience that turns them into repeat customers.
A potential customer enters the experience economy the moment he/she feels a psychological need for a product/service and decides to act on it. For organisations, this is the first organic CX touch-point. In today’s digital world, this touch-point can take the form of online advertising, appealing SEO-optimised websites, video testimonials, live chat, and sign-up forms. It’s clear that a good CX begins with impact-driven content that helps prospects find their way to what you have to offer.
It’s additionally important to remember that, while we might once have thought of the customer journey as linear, it’s increasingly obvious that this is not the case. A potential customer may go on tangents, get distracted and take breaks, and change the channels they’re using for research or to sign up as a customer. Organisations have to be able to cater to this non-linear approach while providing a consistently good experience if they’re going to keep attracting new customers.
Consider the generational shift in CX plans
Organisations also need to be cognizant of the fact that there’s a generational shift when it comes to customer experience. A recent survey shows, for example, that 51% of the Gen Z respondents ranked social media presence as the second highest factor, after “providing superior product/service quality”, for brands to maintain relevance; on the other hand, only 13% of Baby Boomers listed social media presence; moreover, 78% of Gen Z buyers said they research or look at customer reviews most of the time before purchasing from a new brand. Gen Zs are also more likely to identify “not being able to find the information I need online” as one of the most egregious examples of bad customer experience. Younger customers are additionally more likely to use community forums, in-app messaging, and webchat.
It’s pivotal, therefore, for organisations to understand this generational shift and bake it into their CX strategies. This helps design a well-rounded approach that’s considerate of traditional practices but at the same time forward-looking, which ensures that organisations don’t get left behind. To achieve this balance, organisations should look to move towards a true omnichannel approach, which provides seamless, high-quality experiences within, between, and across channels.
Build exceptional digital experiences
Research from Gartner shows that today, nearly half of customers can’t tell the difference between most brands’ digital experiences (DX), and as a result, 58% of customers also believe that DX does not impact what they end up buying. However, according to Gartner, a course-changing DX can positively impact brand preference by 37% and behavioural advocacy by 54%.
Customers expect brands to meet them where they are and creating digital experiences enables businesses to engage with potential new customers in meaningful ways. Digital experiences can help companies stay ahead of their competition and thrive in an ever-changing environment by providing 24/7 customer service and support and tailored offerings and interactions.
Broadcasting
Konga Communications Hosts NBC Delegation, Reaffirms Commitment to Excellence and Compliance
It was a landmark day at Konga Communications as the team from the National Broadcasting Commission (NBC) paid a working visit to the studios of KongaTV and KongaFM 103.7 recently.
L-R: Team Lead, KongaTV, Ayo Jimi; NBC Lagos Zonal Director, Raphael Akpan; Head, KongaTV and KongaFM, Ifeoma Ajumobi; National Broadcasting Commission Director General, Charles Ebuebu; Director Public Affairs, NBC, Susan Obi; Team Lead Technical, KongaTV and KongaFM, Ahmed Jaiyeola; Team Lead, KongaFM, Chidi Okenne
The visit marked a significant step in the station’s journey toward delivering high-quality, engaging, and regulatory-compliant content.
Led by Charles Ebuebu, director general, NBC, the delegation also included: Raphael Akpan, Lagos Zonal director, and Susan Obi, director of Public Affairs.
They were warmly received by the leadership of Konga Communications, including: Ifeoma Ajumobi Head (KongaTV and KongaFM); Ayo Jimi, team tead KongaTV; Chidi Okenne, team lead KongaFM, and Ahmed Jaiyeola, team lead Operations.
The NBC’s visit was both insightful and productive, with the regulatory body offering invaluable feedback and guidance on content direction and operational standards.
Emphasizing the importance of community engagement and responsible broadcasting, the NBC urged KongaTV and KongaFM to incorporate climate change sensitization into their programming and scheduling.
This is a crucial move in the global fight for environmental awareness.
Furthermore, the commission stressed the need for the station’s content to reflect at least 70 percent commerce-related programming and 20 percent news, aligning with Konga’s core mission to bridge the gap between entertainment and commerce.
The NBC also advised the station to actively encourage audience feedback, creating an open channel for listeners and viewers to share their perspectives, no matter how critical.
Speaking on the visit, Ms Ajumobi, expressed gratitude for the NBC’s support and reaffirmed the station’s dedication to upholding the highest standards of broadcasting.
“We are incredibly honored to host the NBC team and gain from their wealth of experience and insight. Their feedback gives us a clear roadmap to strengthen our content, enhance audience engagement, and ensure we stay true to the NBC code. At KongaTV and KongaFM, we are fully committed to creating innovative, commerce-driven, and informative programming while also championing important causes like climate action and community development. This visit has further inspired us to raise the bar,” Ajumobi said.
As KongaTV and KongaFM continue to grow their reach and impact, the collaboration with NBC is a testament to their resolve to deliver quality content that educates, entertains, and empowers. The future is bright, and Konga Communications is ready to lead the charge.
Subscribers in Nigeria have threatened to boycott the services of Multichoice Nigeria, the parent company of satellite television, DSTV and GOtv after a shocking review of their tariff plans by over 20 per cent.
This is coming as the he Federal Competition and Consumer Protection Commission (FCCPC), summoned the PayTV company to explain its proposed subscription price increase.
Recall that in a surprise notification to customers, DSTV on Monday, announced an upward review of their plans effective March 1, 2025.
It is uncertain whether DSTV received regulatory approval to proceed with the upward review which is the second in the last 10 months.
The company reviewed its prices in April last year.
In this fresh development, Multichoice told subscribers that its premium DSTV package has been reviewed to N44,500 from N37,000 and Compact Plus reviewed to N30,000 from N25,000.
DSTV Confam plan was raised from N9300 to N11,000; Yanga and Padi reviewed to N6,000 from N5200, and to N4,000 from N3,600, respectively.
Similarly, the price for GOtv Supa Plus was raised to N16,800 from N15,700; the Supa package reviewed to N11,400 from N9,600; the Max plan was reviewed from N7,200 to N8,500, the Jolli plan was reviewed to N5,800 while Jinja and Smallie were reviewed to N3,900 and N1,900 respectively.
Although Multichoice admitted that consumers were also battling economic challenges, it said it arrived at the decision after “in-depth analysis”.
The decision by DSTV and GOtv has heightened the frustration of subscribers who are still battling with the April 2024 price list.
Ebuka Michael with X handle, @e_bukamichael said, “Nigerians wake up! It is time to boycott Multichoice! We can’t be struggling to feed and still struggle to pay half the minimum wage to watch DSTV. This is extortion and it must stop”.
In a further effort to boycott DSTV subscribers, an aggrieved consumer, @silentwilsn shared “Websites where you can stream football, movies, soap operas, kids’ shows, and even live TV offering everything available on DStv and GOtv for free”.
Other subscribers like Adetokunbo Ademola with X handle, @iamade040482, blamed lawmakers and regulatory agencies for DSTv’s constant upward review.
He lamented, “I don’t blame them ,DSTV. I blame Nigerian lawmakers who give them this chance due to corruption. What exactly is stopping Nigerians from getting ‘pay as you watch’ package?”
FCCPC in reaction, said, “Exercising its mandate under Sections 32 and 33 of the FCCPA, the FCCPC directed the Chief Executive Officer of MultiChoice Nigeria to attend an investigative hearing at the Commission’s headquarters on Thursday, February 27, 2025, according to the statement issued by Ondaje Ijagwu, director, Corporate Affairs on Tuesday, the commission’s summon is in line with its mandate under Sections 32 and 33 of the FCCPA.
“This action follows MultiChoice’s formal notification of the price adjustment, which raises concerns about recurrent unilateral price hikes, potential market dominance abuse, and perceived anti-competitive practices in the pay-TV industry.
“The FCCPC is deeply concerned that Nigerian consumers continue to face frequent price increases, amid accusations that MultiChoice applies different pricing strategies in other markets, heightening questions about fairness and market abuse”.
FCCPC said Multichoice will be sanctioned if found wanted.
“Should MultiChoice fail to provide satisfactory explanations or be found in violation of fair market principles, the FCCPC will be left with no other option than to impose regulatory penalties, sanctions, or other corrective measures to protect Nigerian consumers”, the commission said.
The FCCPC said it is engaging the sector regulator and other relevant agencies to ensure fair competition and consumer protection within Nigeria’s broadcasting and digital subscription landscape.
MultiChoice Nigeria has announced an increase in subscription rates for its DStv and GOtv packages, effective March 1, 2025.
In a statement issued to customers on Monday, the company cited the need to maintain the quality of its service as the reason for the price adjustment.
The statement, titled “Price Adjustments for DStv and GOtv Packages,” read, “Dear Customer, please note that effective 1 March 2025, there will be a price adjustment on all DStv packages. This is to enable us to continue to offer our customers world-class homegrown and international content, delivered through the best technology.”
This increase came nearly a year after the company’s last price review, reflecting rising operational costs.
MultiChoice attributed the hike to economic pressures, including the depreciation of the naira and high inflation, which have significantly impacted its business operations in Nigeria.
According to the new pricing structure, the DStv Compact bouquet will rise from N15,700 to N19,000, while the Compact Plus package will now cost N30,000. The Premium subscription will increase to N44,500.
For GOtv subscribers, those on the GOtv Jinja package will now pay N3,900, up from N3,600.
The GOtv Plus package will increase from N4,850 to N5,800, while GOtv Max will now cost N8,500. The GOtv Supa and Supa Plus packages will be priced at N11,400 and N16,800, respectively.
MultiChoice has consistently defended its price adjustments, pointing to economic realities that have made running its services in Nigeria more expensive. The company maintained that the price review is necessary to sustain its offerings and ensure continued access to quality content.
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