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5 Major Customer Experience Trends that Shaped 2020

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Andrew Bourne, Region Manager, Africa, Zoho Corporation
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By Andrew Bourne, Region Manager, Africa, Zoho Corporation

 

Customer experience (CX) has always been a crucial differentiator for businesses, but in 2020, it became a matter of survival. As businesses around the world were forced to shut their physical shops and placed under immense economic pressure, only those who could leverage technology to pivot and realign their strategies were able to survive, and in some cases, thrive.

Customer expectations have also shifted at an unprecedented rate. Even with hopes of a successful vaccine on the horizon, as businesses return to their usual brick-and-mortar stores, a few changes are here to stay. Here, we look at some of the trends that have shaped customer experience in 2020, and what we can expect in the coming years:

  1. Contact-less customer experience

Businesses have had to pivot to a no-touch model for the delivery of goods and services. Contact-less experiences are here to stay, and this is now evident in customer preferences. For example, as many as 73% of customers would prefer a self-checkout option at supermarkets. There has also been an increase in the use of digital signature software. Moreover, people may avoid busy shopping centres altogether. While that number has undoubtedly rebounded somewhat, it’s unlikely to have done so fully. The rapid growth of ecommerce in developing markets further supports this. In Nigeria, Jumia (the continent’s biggest online retailer) saw demand for groceries and essentials grew four-fold in the first quarter compared to last year. This trend will likely continue even after the pandemic ends because of the sheer agility this model offers, among other benefits like speed.

  1. Self-service in B2B

Self-service has long played a key role in influencing B2C customers, but the tables are turning and the B2B segment is quickly adopting self-service interaction models too. This is true for both online and offline areas. The main drivers of this trend are faster service speed and sheer flexibility. As a result, knowledge bases, FAQ sections, search functionality, and community forums are becoming as common in the B2B space as they are in the consumer arena. These tools provide the hands-off support that allows customers to get answers quickly and feel empowered.

  1. Consistent customer experience from anywhere

Most teams around the world have been pushed out of their comfort zones, having to work remotely. On the plus side, this has allowed teams to remain connected while also eliminating many barriers which seemed insurmountable a year ago. For example, crucial business meetings would need people to gather physically, especially in the B2B space. Even with training or onboarding, in-person experiences were always considered the real deal. Businesses now want to equip themselves to not just solve problems from anywhere but, to provide superior customer experiences, irrespective of where they’re being delivered from. For example, call centres became virtual, rather than requiring hundreds of people to be in a room together. Businesses have also ramped up their digital offerings, right up to wine farms offering remote tasting experiences.

  1. Customer retention

Even in economically good times, it’s more expensive to acquire new customers than to retain existing ones. As the global economy crashed, customer retention became a top priority for many businesses which had to rely on their most loyal customers to stay afloat. With marketing budgets slashed, even new customer acquisitions are focused on fostering long-term loyalty. As a result, we saw an even greater focus on areas like account management and loyalty programmes.

  1. Value consciousness

Irrespective of size, most businesses have been forced to cut costs. The same is true of households. It will take a long time for both to return to pre-pandemic expenditure levels. Value, therefore, now plays an increasingly important role in customer experience. It’s important for companies to provide competitively priced products or services that deliver immense value and maximise on providing efficient personable service of an exemplary standard. As a result, businesses are focusing on operational efficiency and process optimization that can help business expenditure reduction, which can then be passed on to the customers in the aftermath of the pandemic.

 

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Embracing uncertainty in a rapidly changing marketplace

That such major shifts took place in 2020 shows just how uncertain the business environment has become. Rather than railing against that and hoping for a return to normal, businesses should embrace this uncertainty as it allows for innovation in effective service delivery and brand building.

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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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NITDA Seeks Stronger Regulatory Collaboration for National Regulatory Sandbox

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Kashifu Inuwa, Director General of the National Information Technology Development Agency (NITDA), has called for stronger collaboration among government regulators to accelerate the establishment of Nigeria’s National Regulatory Sandbox, describing inter-agency cooperation as the cornerstone for building an innovation-friendly regulatory ecosystem.

NITDA Seeks Stronger Regulatory Collaboration for National Regulatory Sandbox

The Director General of the National Information Technology Development Agency (NITDA), Kashifu Inuwa, CCIE, represented by the National Coordinator of the Office for Nigerian Digital Innovation (ONDI), Mrs. Victoria Fabunmi, delivering his remarks at the National Regulatory Sandbox Governance and Implementation Planning Workshop held in Abuja.

Speaking through the National Coordinator of the Office for Nigerian Digital Innovation (ONDI), Ms. Victoria Fabunmi, at the National Regulatory Sandbox Governance and Implementation Planning Workshop in Abuja, Inuwa said the success of the initiative depends on regulators working collectively to develop a framework that promotes technological innovation while preserving regulatory integrity and public trust.

He noted that the workshop marks a significant transition from the design phase of the project to its implementation stage, where regulators are expected to jointly refine and validate the proposed governance structure before its rollout.

According to him, ONDI has spent several months laying the foundation for the initiative through extensive stakeholder consultations, ecosystem mapping, regulatory assessments and the preparation of a draft governance and implementation framework.

“The work completed so far provides a solid foundation, but the National Regulatory Sandbox can only achieve its objectives through collective ownership by all relevant regulatory institutions,” he said.

The NITDA Director General explained that the Technical Working Group was deliberately established as a collaborative platform to harness the expertise, experience and statutory mandates of participating agencies in shaping a regulatory model tailored to Nigeria’s innovation landscape.

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He said the workshop was designed to critically review the proposed governance framework, test its assumptions and incorporate practical recommendations from stakeholders to ensure that the final model is inclusive, effective and adaptable to the country’s rapidly evolving digital economy.

Inuwa observed that while government institutions have different regulatory responsibilities, those differences should be viewed as strengths that can support the development of a coordinated and flexible implementation framework capable of responding to emerging technologies.

He further stated that the engagement would also establish clear implementation pathways, strengthen institutional partnerships and identify priority actions required to operationalise the National Regulatory Sandbox.

Expressing optimism about the outcome of the deliberations, the NITDA boss said the workshop would help build a shared national vision for the initiative while creating an enabling environment where innovators can safely develop, test and scale new technologies under appropriate regulatory supervision.

He commended participants for their commitment to strengthening Nigeria’s digital innovation ecosystem and encouraged them to make meaningful contributions that would shape a practical, innovation-driven regulatory framework capable of supporting sustainable economic growth and enhancing the country’s global competitiveness.

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Speaking on the National Regulatory Sandbox journey and current worksream, Ms Ojonoka Yusufu, Implementing Partner Druve, said the initiative would provide a coordinated framework through which innovators and regulators can work together to test emerging technologies while ensuring compliance with existing laws and regulations.

She explained that the workshop was convened to build a shared understanding among participating regulators and stakeholders, develop consensus on the Sandbox’s operating model, identify implementation gaps before rollout and agree on the next steps for its successful implementation.

“We do not have anything set in stone yet. The idea is to work together to build a common understanding and ensure that all participating regulators and stakeholders are aligned on the objectives and implementation of the National Regulatory Sandbox,” she said.

Highlighting the importance of the initiative, Yusufu noted that Nigeria’s Information and Communications Technology (ICT) sector remains one of the country’s highest contributors to Gross Domestic Product (GDP), while the nation’s startup ecosystem continues to attract significant global investment.

She observed that Nigerian startups are creating jobs, attracting foreign investment and positioning the country as a leading innovation destination in Africa. According to her, the rapid expansion of startups beyond traditional sectors such as financial technology into healthcare, mobility, agriculture and other industries has made closer regulatory coordination increasingly necessary.

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Yusufu added that the National Regulatory Sandbox is backed by the Nigeria Startup Act, providing the legal foundation required to drive responsible innovation and improve the country’s regulatory environment.

She described the Sandbox as a collaborative, multi-agency innovation governance mechanism that complements, rather than replaces, existing regulatory institutions.

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Techeconomy Announces GrowthX Conference, TiLAwards for 9th Anniversary Celebration

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Techeconomy, a leading technology and digital economy publication, will celebrate its ninth anniversary with a one-day conference and awards ceremony aimed at promoting conversations on Nigeria’s digital economy and recognising excellence in innovation and technology leadership.

Techeconomy Announces GrowthX Conference, TiLAwards for 9th Anniversary Celebration

Techeconomy

The anniversary event, scheduled for Sept. 24 at the Civic Centre, Victoria Island, Lagos, will feature GrowthX by Techeconomy, a conference expected to bring together policymakers, regulators, industry leaders, investors and innovators to examine the future of Nigeria’s digital economy.

The event will also host the Technology Innovation and Leadership Awards (TiLAwards), which will honour organisations and individuals for outstanding contributions to innovation, leadership and digital transformation across various sectors.

According to a statement issued on Thursday by Peter Oluka, Editor of Techeconomy and organiser of the event, said, the anniversary celebration is intended to reflect on Nigeria’s technology journey over the past nine years while fostering dialogue on emerging opportunities and challenges shaping the country’s digital future.

Oluka said the event would provide a platform for stakeholders from the public and private sectors to exchange ideas on technology, innovation, entrepreneurship, digital policy and economic growth.

He added that the conference would feature keynote presentations, panel discussions and networking sessions involving industry experts, government officials, business executives and technology entrepreneurs.

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According to him, the TiLAwards will recognise outstanding organisations and individuals whose innovations and leadership have significantly contributed to the growth of Nigeria’s technology and business ecosystem.

As part of activities marking the anniversary, Techeconomy has invited media organisations to partner with the event through news coverage, publicity and participation.

The publication also expressed appreciation to members of the media and industry stakeholders for their support over the past nine years, describing their collaboration as instrumental to its growth and continued coverage of Nigeria’s technology, business and digital economy.

The organisers said details of the conference programme, speakers and partnership opportunities would be unveiled ahead of the event.

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ITUC-Africa Faults FG’s Plans to Remove Electricity Subsidy

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International Trade Union Confederation, (ITUC-Africa), representing trade unions from countries in Africa, has called on Nigeria and other African governments to ensure that industrialisation translates into improved living standards for workers and ordinary citizens.

ITUC-Africa Faults FG’s Plans to Remove Electricity Subsidy

According to ITUC-Africa, economic growth must lift Nigerians and other Africans out of poverty rather than deepen inequality, frowning at Nigeria’s government plans to remove subsidy on electricity.

Delivering his opening remarks at the New Energy for Africa 11 Convening: African Workers’ Contributions to Energy Sovereignty, Green Industrialization, and a  Common African for COP31, Akhator Joel Odigie, general secretary of ITUC-Africa, said, industrialisation remains central to Nigeria and Africa’s liberation and development agenda but warned that it would be meaningless if it failed to improve the welfare of the continent’s people.

He faulted the plans by the Nigerian government to remove so-called subsidy on electricity in 2027, arguing that it is aimed at satisfying the Bretton Woods institutions such as the International Monetary Fund, IMF, and the World Bank.

According to him, such removal would worsen the poverty rate in Nigeria and regress any marginal progress towards industrialisation. Subsidy removal will make electricity inaccessible to workers and the majority of the citizens.

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He said, “As we speak now, Nigeria is talking of subsidy removal on electricity. The plan is not to satisfy or help Nigerians, but IMF, World Bank and other donor countries. The talk that subsidy is bad economics is a lie. All developed economies depended on public sector-driven electricity and not private sector.

“For us as Africans, industrialisation is central to our liberation and development. It is part of our aspiration to define our own identity and achieve shared prosperity through an industrialised Africa. Unfortunately, that vision has yet to be realised.

“We have also come to understand that lamenting our circumstances is not enough. Identifying the barriers to Africa’s development or pointing fingers at those who may be responsible does not move us forward. The more important question is: What next? What solutions can we pursue together?

“It is from that perspective that we confront the reality that more than 600 million Africans still lack access to electricity, while privatisation continues to deny many people affordable access to energy. This compels us to ask: What can we do differently?”

According to him, organised labour believes industrialisation can be achieved without worsening the climate crisis if governments, workers and development partners commit to energy justice.

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Odigie noted that “When we speak about sustainable industrialisation, we are asking how Africa can industrialise without increasing environmental degradation or worsening the climate challenges our people already experience every day.

“We know this is possible. But it will require negotiation, compromise and genuine partnerships. It demands serious discussions on technology transfer, skills development and financing.”

He stressed that developing technical skills and mobilising investment for energy infrastructure are essential if Africa is to industrialise sustainably, saying “These are not impossible skills to acquire. With the right investment and commitment, Africa can build them. Equally important is access to finance and the resources needed to develop the infrastructure that will support sustainable industrialisation.

“An industrialised Africa has little meaning if it does not improve the lives of our people. Our vision is an Africa where prosperity is shared.

“We must reverse the growing phenomenon of the working poor. We must end the situation where women, children and older persons bear the greatest burden whenever governments attempt to balance national budgets.

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“What does prosperity mean if ordinary people cannot enjoy a decent quality of life? A worker who returns home after a long day’s work should be able to switch on a fan during hot weather, watch television, listen to the news and spend meaningful time with family because electricity is available, reliable and affordable.

“If our people cannot enjoy these basic necessities, then what kind of prosperity are we really talking about?

“Energy justice means energy that is accessible, affordable and capable of improving people’s lives.”

Odigie also renewed ITUC-Africa’s campaign for stronger public participation in Africa’s energy sector, citing Finland as an example of how governments can ensure affordable electricity while working with private investors.

“Recently, we visited Finland, where we observed a successful model that combines public and private participation, with strong public leadership. Energy there is affordable. In fact, electricity costs less in Finland than it does here in Nairobi.

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“Our hosts explained that this is possible because the state retains an important role in the energy sector, including the ability to influence pricing to ensure affordability for everyone.”

Ahead of the COP31 climate negotiations, he called for closer collaboration between organised labour and the African Group of Negotiators (AGN), saying trade unions are partners in governance rather than adversaries.

“Trade unions are not antagonistic to governments, even though we are sometimes misunderstood.

“Our responsibility is to strengthen accountability and help governments perform better because, from time to time, leaders can become too comfortable.”

Using a metaphor that drew applause from participants, Odigie likened the role of trade unions to keeping leaders “close to the fire.”

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“Our responsibility is to keep the feet of our leaders close to the fire so that their heads do not become too cold. We want them to continue thinking clearly, making sound decisions and remaining connected to the realities faced by ordinary people.

“That is why we are not in opposition. We are not enemies.”

He said organised labour’s partnership with the AGN is intended to ensure African governments enter international climate negotiations with the full backing of workers across the continent.

Speaking, Dr Nana Amoah, chair of the African Group of Negotiators, AGN, said Africa’s energy transition presents both an urgent challenge and a historic opportunity, lamenting that “More than 600 million Africans still lack access to electricity, even though our continent possesses exceptional solar, wind, hydro and geothermal resources. Yet Africa continues to receive only a very small share of global clean-energy investment.”

Represented by Dr George Manful, AGN Senior Advisor,  Amoah, said: “This imbalance must be corrected if the transition is to support Africa’s development rather than reproduce existing patterns of dependence, extraction and inequality.

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“For the African Group of Negotiators, a just transition cannot be measured solely by installed megawatts, emissions reductions or new electricity connections. It must also be measured by the quality of jobs created, affordability of energy, protection of workers, participation of women and young people, development of local industries, and the capacity of African countries to retain value from their natural resources.

“Initiatives such as Mission 300 must therefore go beyond expanding access. They must strengthen public institutions, mobilise affordable and debt-sensitive finance, support local manufacturing and skills development, and guarantee that no worker, community or vulnerable group is left behind.

“Africa’s critical minerals must similarly become a foundation for green industrialisation—not another chapter of raw-material extraction. Our policies must promote local processing, technology transfer, decent work, environmental integrity and equitable participation in global value chains.”

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