Broadcasting
Why the Next Big Leap Forward for CRM is Transforming into a ‘System of Experiences’
Customer relationship management (CRM) is a massive industry. In fact, it’s the biggest software market in the world that continues to see steady growth. The global market is set to be worth US$94.4-billion by 2027, up from the approximately US$43-billion it’s worth today. That’s hardly surprising, given the major role customer experience (CX) plays as a business differentiator and the importance of customer communication in providing the best possible experience.
Hyther Nizam, President – MEA, Zoho Corp
Over the past decade, CRM solutions have transformed from being mere systems of sales records/activities to systems of intelligence that bring together useful information and tools from various places, helping organisations be more effective at what they do. What was earlier meant to be software only for sales teams has now evolved into a contextual solution in which all customer-facing teams (sales, service, marketing, field) hold a critical stake.
The question now is: What can the next step for CX be? At Zoho, we believe that the next step for CX software is to become ‘systems of experiences’. A system of experiences differs from existing systems in the following ways:
Based on experience, beyond actions and engagement
Typically, CRM (like most contemporary business systems) is organised functionally and optimised for measurable goals like getting more calls, closing more deals, receiving better customer satisfaction ratings or net promoter scores.
While the numbers matter, the qualitative aspects are equally important, like whether customers are being successful, whether they are feeling positive about their experiences, and whether they will come back or bring their friends. These are emotions associated directly with their overall experiences with the brand.
A system of experiences must transcend internal functions to ensure a customer’s experience is smooth throughout their lifecycle with the brand. The system must be thought through backwards from the end-customer experience rather than defining goals and then trying to design a matching CX strategy.
It blends organisational functions
When a customer looks at a promotional message, goes to your online store, and has a question, they will likely chat with someone from your organisation. The customer has essentially come into contact with three functions here, but they do not know that, nor do they need to know.
In this case, the service agent must be able to automatically pull up information like where the customer came from, how they got there, and what their history of experiences has been with the brand.
They must also be able to look up retail availability of a stock-keeping unit or even add a retail associate to that chat. Regardless of functional alignments internally, everyone needs to come together to make the customer successful. And the software must make this possible by making the employee experience cross-functional and friction-free.
It prioritises all stakeholders
Every CX platform has a strong focus on the customer. However, not all customers are external to the organisation. In a cross-functional setting, team interdependence is a given.
Many functions are also dependent on the ecosystem around the organisation — vendors, distribution network, gig/temporary staff. But they can’t all use the same interface nor does everyone need the exact same set of features within the CX platform.
The trouble is, while a lot of CRM solutions already offer an abundance of personalisation for customer experiences, the same is not true for employee experiences. As a result, everyone’s using the same system and paying the productivity tax for no reason.
When so many stakeholders contribute in their own ways to the end-customer’s experience, the software platform that powers everything must make each person more productive through personalisation, and also add a multiplier effect by making contextual, timely collaboration possible. Imagine a reality where the system is tailor-made for each employee’s role. That is true all-around personalisation.
At Zoho, it’s what we’ve aimed to do with Canvas (design platform), the latest addition to our CRM offering. We believe it’s a more natural solution to the challenge of software acceptance and adoption among end-users. Our ultimate aim is for businesses to create enterprise-wide software experiences with consumer-grade simplicity.
It’s flexible enough for your present, future, and beyond
In today’s environment, the experience your customer expects to have from your business might have been inspired from another industry entirely. Social media, for example, has forced enterprise software to become simpler and more user-friendly, and e-commerce sites have changed the face of B2B procurement.
Your CRM system should, therefore, be able to meet any changes within your organisation’s system and to wider industry and technology trends. There is no overstating the value of being flexible, especially in a business environment where everything can change in a moment.
If you examine your current system through these lenses, you will be able to see how well your primary CX enablers (people, processes, technology, context) are aligned to form a ‘system of experiences’ for the end-users.
The shift to an experience economy, however, is not a one-off job that simply modernizes your CX systems with a quick upgrade. It’s rather a thoughtful transition that happens over the years when an organisation continually strives to deliver a consistently delightful experience, be it reactive, proactive, or predictive.
National Agency for Food and Drug Administration and Control (NAFDAC) has refuted claims that it approved a herbal product marketed as “lung-cleansing tea” for smokers.
Mojisola Adeyeye, director-general of NAFDAC, in a statement on Saturday, December 14, clarified that the product, identified as Lungitox (Smokers Pride), was never approved and had its registration application rejected due to its unsubstantiated health claims.
“The attention of the National Agency for Food and Drug Administration and Control (NAFDAC) has been drawn to a misleading video circulating on social media, alleging that NAFDAC approved the registration of a herbal product claiming that ‘smoking is healthy’ when used with their product,” the statement read.
“NAFDAC wishes to categorically state that this claim is false and completely unfounded.
“The product in question—Lung Detox Tea or Lungitox (Smokers Pride) or any similar product—is NOT registered by NAFDAC.
The unscrupulous individual behind this product had applied for registration, but the application was outrightly rejected due to the unsubstantiated and dangerous claim that smoking could be made ‘healthy’ by consuming the product.”
NAFDAC reaffirmed its commitment to protecting public health and ensuring that only safe and scientifically validated products are approved.
“NAFDAC remains steadfast in its mandate to protect public health and ensure that only safe, effective, and scientifically substantiated products are approved.
“We condemn any attempt to mislead or endanger the public with false claims.
“The public is advised to disregard this video and report any suspicious claims or products to the Agency through our official channels.”
Adeyeye provided contact information for reporting such claims, urging Nigerians to remain vigilant.
“For further inquiries or reports, please contact NAFDAC via 0800-162-3322, email [email protected], or visit our website at www.nafdac.gov.ng.
NAFDAC will continue to take decisive action against any individual or entity attempting to violate public health standards.”
The agency reiterated its dedication to ensuring that all products in the Nigerian market meet the required safety and efficacy standards.
A coalition of media organisations, comprising the League of Public Affairs Analysts and South East Media Professionals Network, has called for disciplinary action against Arise TV and Dr. Reuben Abati, show host, over alleged inciting remarks against the Igbos.
This was contained in a formal petition to the National Broadcasting Commission (NBC), signed by Ambrose Igboke.
According to the group, Arise TV and Dr. Reuben Abati allegedly made a divisive comment against the South East and Igbos during a TV Breakfast Show on November 21, 2024.
Recall that during the November 21 Breakfast Show, Abati had said on Arise TV, “It is a shame that the same Igbos who are so industrious that they’re all over and they do well in other parts of Nigeria.
“You go there as a non-Igbo man to go and buy land, you’ll be told that you don’t belong, even as an in-law. These are the issues in my view.”
The journalist and former Presidential aid referred to an incident reportedly involving the former Minister of Information, T.O.S Benson, who sought to purchase land in Igbo land for his wife.
The anti-Igbo comment has resulted in criticism and outburst from different groups.
They argued in the petition that there are “concerns about remarks made by Dr. Abati, which perpetuated harmful stereotypes against the Igbo community.
“These statements have been further amplified by extremist groups like Lagospidia, exacerbating ethnic tensions in an already delicate socio political climate.”
The media professionals said, “Dr. Abati’s reference to the Igbo people in a broad, negative context risks inflaming ethnic tensions and promoting dangerous generalizations. This kind of action was what ignited the Rwandan genocide where the Hutu and Tutsi engaged in a fratricidal war of extermination. It all started with a radio
“His comments were quickly weaponized by groups known for anti-Igbo sentiments, fueling divisive narratives that undermine national unity.
“Dr. Abati’s hostile response to a colleague, Ms. Ojy Okpe, on the following day’s broadcast, demonstrated a troubling disregard for professional journalistic standards.
” The remarks and behavior constitute a breach of the Nigerian Broadcasting Code, which prohibits content that incites division or promotes hate speech.”
The petitioners called for a thorough review of Abati’s remarks and the editorial lapses that allowed such conduct to air.
Nigeria Civil Aviation Authority (NCAA) has called on aviation passengers to become more informed about the challenges they may encounter while traveling through airports.
This appeal was made by the NCAA Head of Consumer Protection, Michael Achimugu, during a road walk in Port Harcourt, the Rivers State capital, on Saturday, December 7.
He highlighted the importance of passenger awareness, especially during the heavy travel season, and emphasized the need for proper sensitization regarding flight delays and possible solutions.
“We’re now in the high travel season in aviation and as you know there’s been a lot of flight disruptions as well as a lot of complaints,” Achimugu said.
“Our duty at NCAA is to sensitize our passengers because most of the time when complaints come about these disruptions, it comes from a place of poor knowledge about their rights and responsibilities as air passengers. We must protect both the passenger and the airline,” he added.
The NCAA continues to engage in efforts to educate passengers and address concerns during this busy travel period.
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