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
Afrobeats and Amapiano Lead Africa’s Musical Revolution
Africa’s music scene is no longer just a regional sensation, it has become the pulse of global pop culture.
As African music continues to enchant global audiences, Spotify Wrapped 2024 unveils the diverse range of genres that people now enjoy all over the world. While Afrobeats and Amapiano often dominate headlines, this year’s Wrapped data sheds light on other emerging sounds that define Africa’s music.
Reimagined histories
Hiplife and Highlife from Ghana, rooted in the country’s rich cultural history, remain highly exported due to their fusion of traditional Highlife melodies with contemporary beats that keep them globally relevant.
Artists like King Paluta, Fameye, and KiDi are leading the way in blending traditional Highlife melodies with modern sounds. Fameye’s Very Soon and King Paluta’s Aseda—a heartfelt song of gratitude—are examples of how the genre is evolving. Their fresh take on Highlife has helped drive a 54% increase in global streams, a sign of the genre’s appeal to both local and international audiences.
In Kenya, Arbantone, mainly characterized by beats from samples of Kenyan old school hits. This sound combines elements of Gengetone and old Jamaican riddims, led by a wave of young rappers who bring the raw lyricism of Gengetone. Captivating young audiences, Arbantone is quickly rising on local music charts.
Arbantone grew significantly in 2024, partially thanks to viral dance challenges on social media. Artists like Dyana Cods’ “Set It”, harnessed the genre’s infectious beats and catchy lyrics to connect with her fans. The song became one of the most popular Arbantone tracks in Kenya, securing the number 3 most streamed Arbantone track in Kenya as revealed by the 2024 Spotify Wrapped data.
Embracing experimental sounds
Nigeria’s Alté is becoming more popular abroad where it’s now the country’s fourth-most exported genre in 2024. Pronounced “uhl-teh”, a shorthand for alternative, you may have heard the experimental mix of Afrobeats, R&B, and hip-hop, with electronic influences on tracks like Soh-Soh by Odeal or Amaarae’s Wanted. The likes of Amaarae, Lady Donli and Odunsi (The Engine) paved the way for a new generation of artists like DEELA, DETO BLACK and brazy to tap into Alté’s rebellious, bold and unconventional brand of self-expression. The global success of Alté-influenced musicians like Tems, Rema and Odeal symbolises how the genre is taking its place in mainstream music culture. Countries like Ghana have embraced the sound with over 60 billion Spotify streams, and Alté now has 41% more global plays than it did a year ago.
South Africa’s Afro House, known for its deep rhythms and soulful vocals, has become a favourite in electronic music circles around the world. DESIREE and DJ Shimza have been instrumental in influencing the growth of Afro House. DESIREE sets blend African rhythms with modern electronic sounds, while DJ Shimza’s electrifying global performances have propelled the genre to new heights. As more artists from around the world incorporate African sounds into their music, the genre has influenced global dance floors.
Household names
Afrobeats continues to lead Africa’s music revolution, evolving rapidly and driving the movement forward. In 2024, the genre saw a significant 28% increase in global streaming. Tracks like Santa by Ayra Starr, Rauw Alejandro, and Rvssian highlight the genre’s versatility, while Calm Down by Rema and Selena Gomez underscore its widespread international appeal. Collaborations like Skillibeng and Tyla’s Jump, Gunna showcase Afrobeats’ adaptability and its growing dominance on global charts.
Amapiano, meanwhile, has emerged as Africa’s fastest-growing genre, with a phenomenal 59% increase in global streaming in 2024.
Another sign that the future of global music will undoubtedly feature even more beats, grooves, and melodies from the continent.
Broadcasting
NERC Discloses $5.7 Million Debt Owed by International Customers for Q3 2024 Electricity Supply
Nigerian Electricity Regulatory Commission (NERC) has disclosed that international customers owe $5.7 million for electricity supplied in the third quarter (Q3) of 2024.
The debtors include Paras-SBEE and Transcorp-SBEE from the Benin Republic, Mainstream-NIGELEC from Niger, and Odukpani-CEET from Togo.
Under an international treaty, Nigeria exports electricity to neighbouring countries like Benin Republic, Togo, and Niger.
In its latest quarterly report, NERC stated that market operators (MO) issued invoices totaling $12.19 million to six international firms for services rendered in Q3, out of which $6.49 million was paid.
“In 2024/Q3, the six (6) international bilateral customers purchasing power from the grid-connected GenCos made a cumulative payment of $6.49 million against the $12.19 million invoice issued to them by the MO for services rendered in 2024/Q3,” the report said.
“Similarly, the domestic bilateral customers made a cumulative payment of ₦1,566.51 million against the ₦2,100.79 million invoice issued to them by the MO for services rendered in 2024/Q3.”
NERC highlighted that some bilateral customers—both domestic and international—made payments in Q3 2024 to settle outstanding invoices from previous quarters. “Odukpani-CEET made a payment of $1.33 million towards outstanding invoices from previous quarters,” the report revealed.
“Similarly, the MO received ₦31.51 million from the domestic bilateral customers (North-South/Star Pipe; ₦9.50 million and Trans-Amadi (OAU/FMPI); ₦22.01 million) towards outstanding invoices from previous quarters.”
However, NERC noted that its special customer, Ajaokuta Steel Co. Ltd, along with the host community, failed to make any payments towards the ₦1.26 billion (NBET) and ₦0.11 billion (MO) invoices received in Q3 2024.
“This continues a longstanding trend of non-payment by this customer, and the Commission has communicated the need for intervention on this issue to the relevant FGN authorities,” the commission said, warning that continued non-payment could lead to total disconnection from the national grid.
In September, Shuaibu Audu, the Minister of Steel Development, signed a memorandum of understanding (MoU) with Messrs Tyazhpromexport (TPE) for the rehabilitation, completion, and operation of the Ajaokuta Steel Plant and the National Iron Ore Mining Company (NIOMCO).
By December, Natasha Akpoti-Uduaghan, chairperson of the Senate Committee on Local Content, announced plans to commence the revitalisation of the Ajaokuta Steel Company plants in the first quarter (Q1) of 2025.
Broadcasting
QNET Collaborates with Lagos Food Bank to Aid Vulnerable Children
QNET, a global lifestyle and wellness-focused direct-selling company, has partnered with the Lagos Food Bank Initiative (LFBI), a non-profit organization dedicated to nutrition and hunger relief, to provide nutritious food and gifts to 1,000 vulnerable children in Makoko, Lagos.
This initiative is part of QNET’s end-of-year social impact activities.
Supported by QNET’s legal partner, Transblue Limited, the project is part of LFBI’s Education Enhancement Intervention for Food Insecure Students (EDUFOOD) program that addresses malnutrition and food insecurity among underserved students by providing healthy meals and essential educational resources.
A report by the United Nations International Children’s Emergency Fund (UNICEF) highlights that Nigeria has the second-highest burden of stunted children globally, with a national prevalence rate of 32% among children under five.
Furthermore, an estimated 2 million Nigerian children suffer from severe acute malnutrition (SAM).
Biram Fall, QNET’s Regional Manager for Sub-Saharan Africa, highlighted the importance of this initiative: “Guided by our principle – Raise Yourself To Help Mankind (RYTHM), we believe that education and good health for children are the cornerstones of a thriving society.
Partnering with LFBI allows us to make a tangible impact on vulnerable children’s lives, reflecting our mission to empower youths and improve communities.”
Akeem Ajisafe, Managing Director of Transblue Limited, shared his thoughts: “This collaboration not only addresses food insecurity but also brings joy to young hearts, allowing them to truly experience the spirit of Christmas. Together, we are fostering hope, joy, and a brighter future fo r all.”
Michael Sunbola, Executive Director of LFBI, expressed gratitude for the partnership:“QNET’s support empowers us to reach even more children during this season of celebration, improving their health and unlocking their potential. Together, we are building a foundation for a brighter future.”
The partnership underscores QNET’s commitment to sustainable development, aligning with the United Nations Sustainable Development Goals (SDGs), particularly Zero Hunger (SDG 2) and Quality Education (SDG 4).
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