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.
Broadcasting
Davido Unites Superfans in Lagos for Exclusive 5IVE Album Experience, Powered by Spotify
To celebrate the release of his fifth studio album, 5IVE Davido hosted a select group of superfans and media at Ona Restaurant in Lagos for an exclusive meet-and-greet, presented by Spotify.
The event offered a rare, behind-the-scenes look at the Afrobeats superstar, with 50 lucky fans and 5 media partners given the chance to connect with the artist in an intimate setting.
Rather than handing out invitations, Spotify put fans to the test, requiring them to pass a five-question quiz on Davido’s music to earn a spot at the roundtable. Once inside, attendees were treated to an afternoon of music, conversation, and surprises. The event was hosted by Ireculture, who set the tone with her infectious energy, while SmallztheDJ kept the vibe going with smooth, Afrobeats-driven selections.
In true Davido fashion, a playful twist took centre stage: after teasing his absence, the artist made a dramatic, surprise entrance, sending fans into a frenzy. The moment was a perfect reflection of Davido’s personality – engaging, unpredictable, and larger-than-life.
Victor Okapala, Spotify’s Artist and Label Partnerships lead for West Africa, noted, “This event is a testament to the power of music to bring fans and artists closer together. Working with Davido on the release of 5IVE highlights the energy surrounding Afrobeats globally, and the deep connection we see between the artist and his fans.”
The event’s highlight was a close-knit roundtable conversation, where fans shared their love for 5IVE, with “10 Kilo” emerging as an early favourite. Each guest left with a gift box featuring five fashion items from Nigerian streetwear brand Severe Nature, who also designed the official 5IVE merch.
Reflecting on his journey, Davido shared, “When you see artists like Beyoncé, Drake, Kendrick Lamar, and Rihanna, you realise the work it takes to get there. This time, I wanted to go all out, and I’m seeing the results.”
Spotify data underscores Davido’s growing global influence. In the past 12 months, his music has been added to over 12 million playlists worldwide.
The artist’s reach spans key markets including Nigeria, the U.S., U.K., South Africa, and France, with 34% of his listeners aged 18-24 and 41% aged 25-34.
As 5IVE continues to captivate listeners, this intimate event further solidified Davido’s position as one of Afrobeats’ leading voices, fostering a deeper connection between him and his dedicated fanbase.
By Chimezie Orisakwe
It is often wise to be sceptical when politicians promise heaven on earth because, more often than not, they have shown Nigerians that their grand declarations frequently lack corresponding action. Like many Nigerians, I have learned to take such a political promise with a grain of salt. But in Imo State, the Eastern Heartland, a remarkable transformation is taking place.
During a recent visit to Owerri for the 4th Artificial Intelligence and Robotics Summit organized by the Nigerian Computer Society (NCS), I had the rare opportunity to witness firsthand the executive governor of Imo State, Senator Hope Uzodinma’s, unwavering commitment to positioning Imo as Nigeria’s premier digital economy. Far from merely paying lip service to innovation, the governor was actively engaging with young innovators, demonstrating his administration’s genuine dedication to digitalizing Imo State.
Governor Uzodinma didn’t just deliver a speech at the NCS event; he laid out a blueprint. His administration’s vision is clear: to make Imo State a global player in AI, robotics, and digital innovation. And he is not waiting.
At the centre of Governor Uzodinma’s digital revolution stands the Imo Digital City — a groundbreaking initiative poised to catapult the state onto the global technology stage. This ambitious project is not just another government white elephant; it’s already taking shape as a comprehensive ecosystem designed to nurture innovation and entrepreneurship.
The Imo Digital City features cutting-edge facilities, including high-tech classrooms, innovation hubs, and co-working spaces equipped with state-of-the-art tech tools. These resources are strategically designed to cultivate the next generation of digital entrepreneurs and position Imo as a formidable player in the global digital economy.
While his administration is doing its part, he understands the importance of partnership with the private sector. In March 2025, the governor signed a landmark agreement with the US Market Access Centre (US-MAC) to fully realize the potential of the Imo Digital City. This collaboration aims to replicate the success of Silicon Valley by fostering local tech talent, accelerating startup growth, and attracting global investment.
Beyond US-Mac, the administration has fostered partnerships with global tech giants including Microsoft, Zinox Technologies, Cisco, Konga Group, and the European Union Digital SME Alliance. These strategic alliances are structured to provide training, infrastructure, and funding that will establish Imo as Nigeria’s premier technology hub.
The governor’s digital initiatives extend beyond infrastructure to human capital development. The Skill-Up Imo Programme has already trained and empowered 40,000 youths, many of whom are now gainfully employed. This initiative forms part of a broader strategy to create over 300,000 jobs through various digital economy programs.
What sets this initiative apart is its focus on entrepreneurship. As Governor Uzodinma stated during his address at the NCS summit, “We don’t just want to create jobs; we want to create those who will create jobs.” This philosophy underscores his administration’s forward-thinking approach to governance and economic development.
He even added that his administration is rolling out fibre optic infrastructure across all 27 Local Government Areas to bridge the digital divide. Additionally, the soon-to-be-launched “My Imo App” will democratize access to government services, while an automated Land Information System will ensure efficiency and transparency in land administration.
Vision without execution is a hallucination. Fortunately, Governor Uzodinma has assembled a dynamic team to ensure these projects do not remain on paper. Leading the charge is Dr. Chimezie Amadi, the Honourable Commissioner for Digital Economy and E-Government, whose expertise and enthusiasm have been instrumental in fast-tracking these initiatives.
While many Nigerian leaders pay lip service to youth empowerment and tech innovation, Governor Uzodinma is putting Imo on the map as a model for digital governance. If he maintains this momentum, Imo won’t just be the pride of the South-East, it will be Nigeria’s business and technology hub.
By Aaron Bugal, Field CTO APJ, Sophos
Undoubtedly one of the most influential technologies in recent decades, the ascent of artificial intelligence has produced a mixture of reactions from individuals, organisations, and countries. Eyes widen as we explore its potential, concerns grow as it threatens jobs, and conversations take place at a global level on how it should be regulated. However, for cybersecurity professionals artificial intelligence presents a double-edged sword.
Aaron Bugal, Field CTO APJ, Sophos –
Although AI has shown the ability to enhance cybersecurity solutions with its pattern recognition, summarisation, and assistance capabilities, it also opens the door for threat actors to harness the technology in much more sinister ways. So, in a world where we are in a constant race to out-innovate cybercriminals, what impact will AI have, especially as it continues to evolve itself?
New technologies mean new threats
Cybercriminals have proven they shouldn’t be underestimated. They are continually updating their tactics, strategies, and tools to breach businesses, and AI only strengthens their arsenal. AI has commonly been used to help threat actors better imitate real people – altering voices, pictures, and messages to carry out convincing phishing attacks.
Beyond mimicking human behaviour, cybercriminals have begun to experiment with AI at a more technical level. Malicious GPTs have been advertised on cybercriminal marketplaces, with functions such as automated penetration testing or malicious malware development.
However, sharing a similar experience to legal industries and businesses, there is still some hesitance from cybercriminals when it comes to implementing the technology into operations, as threat actors are mainly exploring generative AI in the context of experimentation and proof-of-concepts.
This does not mean organisations should see this as a sign to slow down, as artificial intelligence will inevitably become a regular feature of cyber attacks. Instead, businesses should be evaluating if they are using the technology in a secure and optimal way within their cybersecurity set up.
AI adoption is not about being first, but being smart
Businesses of all sizes are examining how AI can be used, with Sophos finding 98 per cent of organisations are using it within their cybersecurity infrastructure in at least some capacity. Further to this, 65 per cent of organisations use cybersecurity solutions that include generative AI capabilities, and 73 per cent use solutions that include deep learning models.
While AI adoption in cybersecurity can bring many advantages, it also introduces a number of risks if approached incorrectly. Poorly implemented AI models can inadvertently introduce considerable cybersecurity risks of their own – if it isn’t provided with the right inputs, it cannot provide adequate outcomes. Organisations are alert to this risk, with the vast majority (89%) of cybersecurity professionals saying they are concerned about how potential flaws in cybersecurity tools’ generative AI capabilities will harm their organisation, with 43 per cent highlighting they are extremely concerned.
This alertness must also remain for AI that’s implemented in non-cybersecurity related tools, as emerging technologies pose threats in their infancy. Agentic AI for example has become highly topical recently, but will a technology that learns from humans be able to adequately defend itself from cyber threats? At its current level, AI should be approached with the intention that it can serve a single purpose and expecting an individual system or ‘AI agent’ to do everything with minimal human interference is risk inducing.
Therefore, an organisation’s artificial intelligence advances – both within cybersecurity infrastructure and its entire technology stack – must be done with guardrails up and thorough oversight.
Fighting fire with fire without getting burnt
In an ongoing race against cybercriminals, artificial intelligence will only become a multiplier to innovation that takes place on both sides. For businesses, avoiding the risks of AI within cybersecurity systems is possible when implementation is approached with care. This can be achieved through:
· Inquiring about vendor’s AI capabilities: AI requires transparency, and asking cybersecurity vendors about how their data is trained, what AI expertise their professionals have, and their roll out process for deploying AI capabilities will help paint a clearer picture of AI development best practices.
· Providing strict outlines to AI investment: AI investment cannot be rushed, so it is important to assess whether AI provides the best solution for current cybersecurity challenges, prioritise specific AI investments, and measure the impact of AI once it is implemented into cybersecurity infrastructure.
· Remain human first in AI adoption. Organisations should never take a set-and-forget approach to cybersecurity, and this is even more the case when AI is involved. Ultimately, cybersecurity is a human responsibility, and AI should be used as an accelerant to support cybersecurity professionals, not a replacement.
Artificial intelligence will become a mainstay within organisations for many years to come. This is no different for cybersecurity, however with such high stakes it is vital that AI is used correctly, or it will only work against its intended purpose – giving cybercriminals the leg up over organisations in this ongoing battle. It is not about implementing a range of AI capabilities to expand your cybersecurity infrastructure, but the right capabilities that address your cybersecurity needs.
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