General News
Why the End-to-End Journey Matters to Customers
Gone are the days when the customer purchasing journey was a simple, neat linear one from point A to B. Indeed, the process between these two points has become a great deal more complex with the wide array of technologies and purchasing channels available to modern customers.
Think about it. If you want to buy a household appliance like a washing machine, for example, or book a service online, how likely is it that you’ll head straight to the nearest appliance store, or book the very first service you come across while online?
Chances are you’ll start with a search and compare reviews and prices across multiple sites. You might even check customer reviews to see what other people have to say about a service or product, before deciding whether or not it’s worth paying for.
In between becoming aware of a service or a product and deciding to pay for it, a customer can go on several searches, make mistakes, abandon the process before picking it up again, and switch channels. It’s still a journey, but more of a complicated path with twists, turns and detours.
The importance of a customer’s end-to-end journey is well-established in a number of industries, particularly those in the services space. These businesses know that, once they’ve landed a customer, they have to work hard to attract and retain them.
In a world where online is taking an increasingly large slice of the retail pie (data shows that e-commerce spending in Nigeria is growing so rapidly that it’s expected to outperform the global average), companies that understand that the customer journey starts long before they decide to buy something and ends a long time after they’ve paid for the product or service, will be rewarded.
“The key is to constantly look at how to offer real customer value, with a special focus on being there if and when a customer needs you,” says Awazi Angbalaga, Country Manager for SweepSouth, an online home services company through which customers are able to book domestic workers to clean their homes.
“Being able to quickly find a reliable and efficient domestic worker has long been a problem for many people. SweepSouth offers a quick and convenient way to book a trustworthy, thoroughly vetted and excellent cleaner for a time and day that best suits you.” says Angbalaga.
“Clients love the fact that not only do we provide good service, we provide them accountability that was otherwise lacking in other working arrangements they have had in the past to solve for their home cleaning needs. Customers can give SweepStars (the workers on the SweepSouth platform) ratings for other clients to see. We also have a support team on standby if a problem occurs.
Angbalaga adds that the company is well aware that customers are also more likely to recommend brands that have given them a good customer experience to friends and family, making it a crucial way of growing the customer base and revenue.”
The rewards for ensuring that customers have the best possible experience at every point in their journey are significant. Research shows that not only are customers willing to pay more for a great customer experience but that they’ll remain loyal too. That’s crucial, given that up to 65% of a company’s business can come from existing customers.
Companies can reap those rewards if they put in the effort to ensure that the customer has the best possible experience throughout their journey and beyond. And in a world where customers have an array of choices available to them, providing those kinds of experiences isn’t just a nice-to-have, it’s an imperative.
Federal government has temporarily suspended the controversial annual dues imposed on public interest enterprises by the Financial Reporting Council (FRC) after fierce opposition from businesses.
Jumoke Oduwole, minister, Industry, Trade, and Investment, announced the decision during a Ministerial Consultative Meeting in Abuja on Wednesday.
The move follows mounting pressure from private sector groups, including the Nigeria Employers’ Consultative Association (NECA) and the Manufacturers Association of Nigeria (MAN), who slammed the Financial Reporting Council (Amendment) Act 2023 for burdening companies with excessive fees.
The Act mandates cumulative annual charges for non-listed entities and imposes a harsh 10% monthly penalty on unpaid dues, compounding until full payment, a provision that sparked widespread backlash.
At the meeting, major industry players like NECA, MAN, the Nigerian Association of Chambers of Commerce (NACCIMA), oil producers, and telecom operators warned that the fees would cripple businesses already struggling in a tough economy.
Oduwole clarified the suspension, stating, “The government has decided to direct the Financial Reporting Council to pause in the implementation of the new annual dues. You know that I am a lawyer, and a suspension request by the organised private sector would be in contravention of legislation duly passed by the National Assembly. A pause is an administrative process simply to review, in line with what we discussed today.”
She assured stakeholders that the halt would last no longer than 60 days, with a technical working group—including FRC officials and private sector representatives—set up to reassess the policy.
“We are a listening administration. The private sector has requested a range from three months to an indefinite suspension. We are not going to do that. So, at the most, 60 days is in my estimate. We are going to set up a technical working group comprised of the FRC and the organised private sector who have formally written in, and this will be reviewed,” Oduwole emphasized.
The Standards Organisation of Nigeria (SON) says it is intensifying efforts to standardise locally manufactured products, including Made-in-Aba brands, in order to enhance both local and international acceptance.
Aharanwa Chuks, Director of Region (South East), SON, communicated this in an interview with the News Agency of Nigeria (NAN) on Wednesday in Abuja.
Chuks said through the Mandatory Conformity Assessment Programme (MANCAP), SON ensured that all Nigerian-made products conformed to the relevant Nigerian Industrial Standards (NIS).
According to him, MANCAP involves direct engagement with manufacturers to certify that their products meet established quality benchmarks.
“This process includes inspecting production facilities, sampling products and testing them against NIS requirements.
“Successful compliance results in the issuance of the MANCAP certification, signifying adherence to quality standards.
“In Aba, SON has been proactive in educating manufacturers about standardization.’’
The director said SON also conducted stakeholder interactions; gathering manufacturers from various sectors to provide guidance on producing goods that met both local and international standards.
“For instance, leather manufacturers in Aba have been sensitized on standardization practices to enhance the global competitiveness of their products.
“Manufacturers are encouraged to collaborate with SON to obtain MANCAP certification, ensuring their products are not only marketable within Nigeria but also competitive internationally.
“This initiative aims to boost consumer confidence and promote the acceptance of Made-in-Aba products globally,” Chuks said.
Operatives of the Economic and Financial Crimes Commission (EFCC), has busted a Ponzi Scheme Academy and arrested 133 suspects in Abuja.
They were arrested at the Compensation Layout in Gwagwalada area of the Federal Capital Territory, FCT, Abuja, following actionable intelligence on the existence of the Academy.
The Academy, named Q University (a.k.a Q-Net) is in the business of recruiting gullible young Nigerians who are trained to recruit more gullible citizens into the scheme with the promise of getting unrealistic profit returns.
The suspects are enrolled into a training codenamed: “Special Training for New Generation Billionaire” and brainwashed to believe that they would graduate into the league of billionaires.
They got into the training by obtaining a form the promoters called “Independent Representative Application Form” with promotional slogans such as: “I’m a Champion” “I’m Unstoppable”, “I’m Infinity”, among others.
The EFCC carried out the operation in collaboration with officers and men of 176 Guards Battalion, Nigerian Army.
Items recovered from the suspects include phones, computers and other electronic gadgets.
They will be charged to court as soon as investigations are concluded.
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