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5 Customer Experience Trends You Need to be Aware of this Year
By Prashanth Krishnaswami, Head of CX Market Strategy & Thought Leadership, Zoho Corp.
It’s no secret that customer experience (CX) is a major point of differentiation between organisations. “One in three consumers (32%) say they will walk away from a brand they love after just one bad experience,” according to PwC’s 2018 consumer intelligence report that surveyed 15,000 people from 12 nations. Besides, the definition of a ‘first-class CX’ evolves constantly, and organisations need to similarly adapt, tweak and innovate their CX program to match changing needs and preferences.
With that in mind, here are some of the major trends that will define CX in 2022.
Privacy and trust-by-design
With governments around the globe introducing stringent privacy laws, all companies now have a baseline to work from. Nigeria is no exception. On 25th January 2019, the National Data Protection Regulation (NDPR) was issued in accordance with section 6 (a) and (c) of the National Information Technology Development Agency Act 2007 (‘NITDA Act’) in recognition that a lot of public and private bodies have migrated their respective businesses and information systems online. But simply meeting those basic requirements won’t be enough for customers who are increasingly concerned about how their personal data is used and stored.
Organisations shouldn’t just view customer privacy as a legal imperative, but also as an ethical priority. That means adopting a privacy-first approach for their business operations including product management, supply chain networks, software partner choices, CX programs, and workplace culture. Customers will switch to brands that offer more privacy and take data security extra seriously. They would even pay a premium for offerings from such brands. This is already starting to be true and will only get stronger as a trend.
Additionally, customers will be increasingly drawn to brands that demonstrate trustworthiness through focus on inclusive and sustainable growth, responsible sourcing practises, thoughtful waste management, and fair wages, among other things.
Self-service becomes increasingly critical
Today’s customer prefers to be in control of their interactions with companies. Whether it’s billing, commerce, or account management, customers would rather handle it themselves than have to deal with a number of people within the organisation. And while self-service has long been in play in the B2C space, it’s growing in importance in the B2B segments too.
It’s also important for organisations to think about how they deliver self-service functions. Zero UI, for instance, is gaining popularity. Organisations need to understand invisible user interfaces that are activated by voice, gestures, and movements. While these technologies may not be as prevalent in Nigeria as they are in more developed markets, it’s still important that organisations work on them now and not risk getting left behind.
Unified technology platforms come to the fore
Creating seamless customer experiences depends to a huge extent on how well your internal functions and teams can converge and collaborate during every customer touch-point. That internal collaboration can be made a great deal smoother through the use of unified CX technology platforms that blend organisational functions and show the entirety of each customer’s story.
Unified platforms help your organisation avoid wasting time trying to integrate disparate pieces of software and instead bring together data from across the organisation for various needs such as cross-referencing customer context, performing automation, and coaching employees.
Reliability matters
With so many areas of everyday Nigerian life plagued by unreliability, customers are desperate for reliable experiences. In fact, consistently good experiences will probably win you more favour than the odd exceptional experience. That’s not to say organisations shouldn’t try out fancy ideas and experiences from time to time. But they should only do so if they have the basics firmly in place. A birthday gift from a bank is meaningless if you can’t move your money around when you direly need to.
Personalisation will pay off
While there was a time when simply including a customer’s name on a piece of communication counted as personalisation, that’s no longer the case. Today, personalisation is about reaching customers with the right message on the right platform at the right time. Of course, achieving that level of personalisation requires data. That means organisations have to balance the usefulness of personalisation with the responsibility of upholding customer privacy. For brands with an international presence especially, this means having a firm grasp of the technological and regulatory environments they operate in.
As these trends may indicate, CX leaders and program managers have a tricky year ahead, with both technology and customer expectations evolving alongside the pandemic itself. The best attitude to have is a mix of flexibility and pragmatism.
National Identity Management Commission (NIMC) has launched the NIMC Pre-Enrolment Portal to revolutionise the National Identification Number (NIN) enrolment process, enabling applicants within Nigeria and in the Diaspora to capture biodata online prior to biometric verification at enrolment centres.
NIMC
Accessible via penrol.nimc.gov.ng, the platform allows users to fill enrolment forms, schedule appointments, upload supporting documents securely, and manage personal details directly, thereby slashing congestion, minimising wait times, boosting data accuracy and enhancing overall service efficiency at centres nationwide.
NIMC Director-General and CEO, Engr. (Dr) Abisoye Coker-Odusote, spearheaded the initiative as part of the Commission’s technology-driven strategy to fortify institutional performance, aligning with President Bola Ahmed Tinubu’s Renewed Hope Agenda that emphasises digital transformation, efficient public service delivery and inclusive national development.
Dr Kayode Adegoke, Head of Corporate Communications, highlighted key benefits including simplified biodata handling, confidential data protection through robust security measures, reduced physical centre visits and heightened operational effectiveness, urging all prospective enrollees to adopt the portal for a faster, citizen-friendly experience.[conversation_history]
The move underscores NIMC’s mandate under the NIMC Act No. 23 of 2007 to manage the National Identity Database, issue NINs and foster a reliable digital identity ecosystem vital for national planning, with users advised to complete pre-enrolment online before heading to selected centres for biometrics.
MultiChoice Talent Factory (MTF), a Pan-African film and television training institution, has announced the opening of applications for its 2026 intake.
MultiChoice
The fully funded programme is open to African graduates aspiring to become directors, filmmakers, scriptwriters, producers and storytellers.
According to MultiChoice, the nine-month accredited curriculum combines online learning with intensive in-person training, and is designed to balance theoretical knowledge with practical immersion.
MTF academies are located in Kenya, Nigeria and Zambia, and serve aspiring filmmakers from 14 African countries. Since its inception in 2018, the initiative has trained 296 filmmakers, with graduates producing more than 42 movies aired on DStv, GOtv and Showmax platforms.
Organisers said alumni of the programme have gone on to establish over 50 production companies, while many continue to work within the MultiChoice ecosystem.
Graduates have also won accolades at the Africa Magic Viewers’ Choice Awards, Kalasha Awards, Uganda Film Festival and Women in Film Awards.
Applications for the 2026 intake close on Feb. 27, 2026. Interested candidates can visit https://apo-opa.co/3XW53oE for programme requirements.
Broadcasting
Davido, Babajide Sanwo-Olu, Karl Toriola, Others To Be Honoured At The Most Influential People of African Descent Awards In Lagos
Most Influential People of African Descent (MIPAD) is excited to announce the Lagos Diaspora Experience 2025, a week-long celebration of African art, culture, innovation, and connection, culminating in the End of the Year Awards & Celebration on Sunday, December 21st, 2025, in Lagos, Nigeria.
The Most Influential People of African Descent Awards
This historic occasion marks the first time the world-famous Most Influential 100 Recognition & Awards Ceremony—traditionally held in New York on the sidelines of the United Nations General Assembly (UNGA)—will be hosted in Lagos, Nigeria.
The week will feature events such as Diaspora Day at the Fela Exhibition (Afrobeat Meets Diaspora), Cultural Heritage Day, and Business Leadership Luncheons, all culminating in the awards celebration.
The evening will honor the Best & Brightest of the Year, recognizing exceptional individuals and institutions whose work has advanced Global African Achievement and Black Excellence across business, government, media, culture, and technology.
Key Recognitions for 2025
– Governor of the Year & City of the Year: His Excellency Babajide Sanwo-Olu, Governor of Lagos State, honored alongside Lagos as City of the Year for its global leadership in culture, innovation, tourism, and diaspora engagement.
– Her Excellency Hannatu Musa Musawa, Minister of Art, Culture, Tourism and Creative Economy, will be honoured as Minister of the Year for her contribution to the creative economy’s role in nation branding and cultural diplomacy.
– Most Influential Woman of the Year: Olorì Atúwàtse III, Queen Consort of the Warri Kingdom
– Most Influential Man of the Year: Adewale Tinubu, Group Chief Executive, OANDO
– CEO of the Year: Karl Toriola, Chief Executive Officer of MTN Nigeria; who will deliver a keynote address, recognized for his transformative leadership and impact on Nigeria’s telecommunications and digital economy.
Others include; Karl Toriola of MTN as CEO of the year, Uche Pedro of Bella Naija as Lifestyle Personality Of The Year, Ojy Okpe of Artise News as Most Influential News Anchor Of The Year, Stephanie Busari as Media Executive of the Year, Kayode Okikiolu as Pressman of the year, Davido as Artist of the year and several others.
In celebrating this year’s honorees, Michael Ehindero, Managing Director, Pernod Ricard Nigeria, owners of Martell Cognac, who emerged as Brand Of The Year expressed deep appreciation for the brand’s continued global recognition, saying: “It’s a great reward for the team who’s delivered Martell excellently in Nigeria over the years.
“We say thank you to the teams, we say thank you to our consumers and we say thank you to MIPAD.
“Martell has a lot of promising experiences in the years to come in Nigeria and with this we invite you over to Nigeria to experience Detty December”.
The ceremony will also celebrate the achievements of the Class of 2025 Honorees, alongside past Nigerian honorees who were unable to attend their year of recognition in New York.
“For the first time, we’re bringing our world-famous recognition platform home to celebrate excellence within the Global Africa Family — right here in Lagos,” said Kamil Olufowobi, Founder & Chairman of MIPAD. “This is more than an event; it’s a movement uniting the best of us — connecting, collaborating, and working together to change the world.”
Event Details
📍 Lagos, Nigeria
– Friday, Dec 19 – #DettyDec Diaspora Day at Fela Exhibition FREE
– Sunday, Dec 21 – End of Year Recognition & Award Ceremony STRICTLY BY INVITATION
🎟️ RSVP: https://rsvp.oakenevents.com/mipad
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