General News
During High Inflation, Great Customer Experience isn’t Just a Competitive Differentiator—it’s a Matter of Survival
By Hyther Nizam, President – MEA, Zoho Corp.
Inflation is on almost everyone’s mind right now. Around the globe, the supply chain issues caused by the COVID-19 pandemic have been compounded by the war in Ukraine and tight labour markets in some countries.
Nigeria is no exception. In September, the country’s inflation rate hit a 17-year high, accelerating for the eighth straight month to 20.77% from 20.52% in the prior month.
Both businesses and their customers are being adversely affected by this inflation. Businesses have been compelled to raise the price of products and services as operating expenses have increased. But they do so at the risk of revenue as clients either forego a purchase or opt for a less expensive alternative.
For businesses to survive in this environment, offering a great customer experience (CX) could be the difference between losing revenue and retaining a client. In fact, research shows that as inflation rises, companies can expect to see inflated demand for great customer experiences. So, far from cutting back on investments in customer experience to reduce price increases, companies should ensure that it remains a major focus.
CX goes beyond being just a competitive advantage
Research by Gartner (2021) shows that 89% of companies compete primarily on customer experience. That is considerably higher than the two-thirds which did so in 2018. Also, as many as 80% of customers will switch brands after a negative experience.
That means, in a world that provides customers limitless options even amidst high inflation, the experience an organisation provides has to be exceptional to not just earn customer loyalty but to also elevate the perceived brand value. This will help brands retain customers even when they increase the price of their product or service.
What makes for an exceptional CX?
Customer experience extends beyond browsing a website and then paying for goods or a service. It encompasses the totality of their experience with a company, from marketing to the purchase process, billing, and after-sales service. A good CX tool will ensure that these experiences are personalised, meaningful, timely, and engaging. Most importantly, it will ensure consistency by providing different customer-facing teams contextual information that will help them engage with the customers in a meaningful way.
Organisations need to break down silos, and ensure that different departments have visibility into various customer-facing initiatives. For example, if the social media marketing team is promoting a holiday sale campaign, there is a good chance that customers may be adding items to their cart and waiting for the sale day to make the purchase. This would increase the cart abandonment rate and the relevant teams should have that information, which can be achieved through a unified marketing platform. Similarly, having an insight into which customers have open support tickets or pending payments will enable salespeople to narrow the list of clients they want to upsell.
As we gear up for testing times, the cost of customer acquisition is likely to shoot up even as more and more customers rely on brands they trust. Businesses need to turn their focus on customer retention by providing exceptional CX on all touchpoints. One key aspect that businesses should consider is to understand that the way to provide great CX is through great EX (employee experience). They should ensure that the customer-facing teams are equipped with a robust software platform that is unified and powered by AI so that employees can do their job more efficiently.
Authorities in seven African countries have arrested 306 suspects and seized 1842 devices in a sweeping international operation targeting cyber-enabled fraud and scams.
Dubbed Operation Red Card, the effort ran from November 2024 to February 2025, focusing on dismantling cybercrime networks that defrauded over 5000 victims through mobile banking fraud, investment scams and malicious messaging app schemes., according to infosecurity-magazine.com
In Nigeria, police arrested 130 suspects, including 113 foreign nationals, for running fraudulent investment schemes and online casinos.
Authorities found that criminals funneled illicit proceeds into digital assets to obscure their financial trails.
Investigations also uncovered signs of human trafficking, with some individuals coerced into participating in the scams.
Law enforcement seized: 26 vehicles; 16 houses; 39 plots of land; and 685 electronic devices
In Rwanda, 45 individuals were arrested for orchestrating a social engineering scam that defrauded victims of more than $305,000 in 2024.
Scammers posed as telecommunications employees and falsely claimed victims had won lotteries to extract sensitive information.
Others impersonated injured family members to request emergency financial assistance.
Authorities recovered $103,043 and seized 292 devices.
South African authorities arrested 40 individuals and confiscated over 1000 SIM cards, along with 53 desktop computers and towers linked to a sophisticated SIM box fraud scheme.
This setup allowed cybercriminals to disguise international calls as local ones, facilitating large-scale SMS phishing attacks.
In Zambia, law enforcement apprehended 14 members of a cyber syndicate specializing in malware attacks.
The criminals sent phishing messages containing malicious links, infecting victims’ devices and taking control of messaging and banking apps. This enabled them to access financial accounts and further spread fraudulent links.
The operation was carried out through INTERPOL’s African Joint Operation against Cybercrime (AFJOC) initiative, which supports law enforcement efforts in combating cyber-threats.
The United Kingdom’s Foreign, Commonwealth & Development Office funded Operation Red Card under the AFJOC initiative, allocating £2.6m to enhance Africa’s law enforcement capabilities in detecting and preventing cybercrime.
The seven participating countries – Benin, Côte d’Ivoire, Nigeria, Rwanda, South Africa, To and Zambia – continue to collaborate on intelligence-led cybercrime investigations.
“The success of Operation Red Card demonstrates the power of international cooperation in combating cybercrime, which knows no borders and can have devastating effects on individuals and communities,” commented Neal Jetton, Interpol’s director of the cybercrime directorate.
“The recovery of significant assets and devices, as well as the arrest of key suspects, sends a strong message to cyber-criminals that their activities will not go unpunished.”
The UK Foreign, Commonwealth & Development Office (FCDO), Nigeria’s Federal Ministry of Innovation, Science & Technology (FMIST) and Ghana’s Ministry of Environment, Science & Technology (MEST) has announced the official launch of Sankore, a £1.9m initiative aimed at boosting science, technology, and innovation (ST&I) ecosystems in West Africa.
Sankore, part of the UK- Africa Technology and Innovation Partnerships (ATIP) Programme will strengthen UK ties with Nigeria and Ghana, supporting key agreements like the UK-Ghana ST&I Strategy (2023- 2027) and the UK-Nigeria Strategic Partnership signed in November 2024 by our Foreign Secretary, David Lammy MP and Nigeria’s Minister for Foreign Affairs, Yusuf Maitama Tuggar.
Focusing on Nigeria and Ghana, Sankore will work closely with actors in West Africa to:
– Support the operationalisation of the Ghana National Research Fund (GNRF) and the Nigeria National Research Fund (NRF).
– Support Nigeria to operationalise its National Research and Innovation Council (NRIC).
– Facilitate the commercialisation of innovative solutions in priority economic sectors such as agriculture and energy;
– Enhance the policy and regulatory environment for innovation, improving data accessibility and transparency for ecosystem actors;
– Establish a demand-driven Helpdesk supporting FCDO and government partners, providing expert guidance and advice.
Speaking at the programme launch in Abuja, UK’s Head of Intergrated Strategy and Delivery Unit, Ms. Susan Mshana, explained that the Sankore programme is an exciting addition that will strengthen the UK’s long-term partnership with West Africa governments and drive economic growth through innovation.
“By leveraging our skills, resources and expertise, we aim to accelerate shared goals of economic diversification job creation and improved service delivery in Nigeria and Ghana,” She added.
Also speaking, Ghana’s Minister of Environment, Science & Technology (MEST) Hon. Dr. Ibrahim Murtala Muhammed, said: “Innovation is a key enabler of a strong and inclusive economy. Sankore will be a catalyst to securing Ghana’s future as a hub for scientific advancement and technological innovation in the region, and we look forward to collaborating with the many partners who are bringing knowledge and expertise to this joint endeavour.”
Additionally, the Hon. Minister of Science, Technology, and Innovation in Nigeria, Chief Uche Geoffrey Nnaji said: “Our goal at the FMIST is to foster sustainable development by promoting homegrown innovation while integrating global scientific advancements to ensure Nigeria’s progress on the global stage and Sankore represents an important next phase in our valued and productive partnership with the UK in driving a brighter future for all Nigerians through cutting-edge technology and economic progress.”
Sankore will be delivered by the United Nations Educational, Scientific and Cultural Organization (UNESCO), and Results for Development (R4D) collaborating with local and international partners to ensure effective implementation and knowledge transfer.
The initiative will run for 15-month, concluding by 31 March 2026.
Zainab Salami, executive director and co-founder, MSwitch Creative Hub, on Sunday revealed that over 53% of young Nigerians aged 15-24 are jobless, emphasizing the urgent need for strategic interventions to tackle the crisis.
She emphasized MSwitch’s commitment to empowering young creatives and digital professionals by equipping them with the skills and opportunities needed for sustainable careers.
Salami disclosed this in Abuja during the MSwitch launch of the ‘Remote Job Initiative,’ a groundbreaking program in partnership with AfriLabs, aimed at positioning Nigeria as a global hub for digital excellence.
She emphasized that the initiative seeks to connect Nigerian talent with global employers, strengthening the country’s presence in the international digital economy.
She noted that the program aims to bridge the gap between talent and opportunity by equipping youth with essential skills, access to global employers, and state-of-the-art co-working spaces.
Salami said: “Over 53% of young Nigerians aged 15-24 are either unemployed or underemployed. This program will create 2,000 remote job opportunities for young creatives and tech professionals, enabling them to earn, grow, and contribute to the nation’s economy without leaving the country.
“Beyond job placement, this initiative is designed to equip young professionals with the tools and environment needed for long-term success.
“To support this, we are investing in infrastructure and establishing fully equipped co-working spaces with 24/7 electricity, high-speed internet, cutting-edge technology, and industry-standard tools to maximize productivity.”
In his remarks, Ajibola Odukoya, chief operating officer, AfriLabs, described the organization’s expansive footprint across Africa and its dedication to capacity building.
He emphasized that beyond training, the next step is placing Africans in gainful employment.
Odukoya said: “AfriLabs is the largest network of innovation and technology hubs in Africa. We operate in 53 countries, across 225 cities, with 500 physical locations, and have about 80 million people in our ecosystem.
“We have partnered with international businesses and generated a pool of over 200,000 job vacancies targeted at Africans of all ages, as long as they qualify. To solve infrastructure challenges associated with remote work in Africa, we are using our innovation hubs, such as MSwitch in Abuja, as dedicated workstations with world-class facilities to support productivity,” Odukoya added.
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