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Why the End-to-End Journey Matters to Customers

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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.


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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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Interswitch Inducts 3rd Interns into Its Developer Academy

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Interswitch, an integrated payments and digital commerce company, has announced the induction of the third and largest cohort of developer interns into its Developer Academy, reinforcing its long-standing commitment to building world-class technology talent and strengthening Africa’s digital ecosystem.

Selected from a pool of over 20,000 applications, the new cohort emerged through a rigorous multi-stage process involving technical assessments, and interviews. Their induction into the Developer Academy highlights both the scale of interest in software engineering opportunities in Nigeria and Interswitch’s role in nurturing the next generation of highly skilled technology professionals.

Commenting on the initiative, founder and Group Chief Executive Officer, Interswitch, Mitchell Elegbe, emphasised the importance of taking a long-term, ecosystem-driven approach to talent development.

“At Interswitch, we have always believed in the capacity to see beyond the immediate challenges and focus on long-term impact. While the migration of skilled talent remains a reality, our approach is to actively shape the outcomes by building a strong and sustainable pipeline of technology professionals.

“We are therefore committed to equipping individuals with the capabilities to contribute meaningfully to the broader technology ecosystem, locally and globally, not just for our own needs at Interswitch. In doing so, we are not only strengthening the industry but also reinforcing Nigeria’s position as a source of globally competitive engineering talent,” Elegbe said.

The 9-month programme brings together talents across key engineering tracks, including Backend Development, DevOps, Mobile Development, Frontend Engineering, and Quality Assurance.

Designed as an intensive and structured learning experience, the Developer Academy combines theoretical instruction with real-world application, equipping participants with the skills required to thrive in an increasingly global and competitive technology landscape.

Also commenting, Group Chief Human Resources Officer, Interswitch, Franklin Ali, said: “The Developer Academy reflects our long-term commitment to building talent at scale. We are equipping these young professionals not just with technical skills, but with the mindset, discipline, and adaptability required to thrive in diverse environments.

“Whether they build their careers within Interswitch, contribute to the local ecosystem, or explore global opportunities, they represent the strength and potential of Nigerian talent and carry forward the standard of excellence we are committed to building.”


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UK Reaffirms Commitment to Press Freedom, Science Journalism Training for Nigerian Media

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United Kingdom has reaffirmed its commitment to supporting press freedom and strengthening science and technology journalism in Nigeria through a media training programme for journalists.

UK Reaffirms Commitment to Press Freedom, Science Journalism Training for Nigerian Media

Speaking during the Advancing Press Freedom Through Science and Technology Journalism training organised by the UK Government, British Deputy High Commissioner to Nigeria, Jonny Baxter, said independent journalism remains essential to democratic societies and informed public debate.

Baxter, who hosted the journalists at his residence in Lagos, described the programme as part of the UK’s sustained engagement with Nigerian journalists, academia, and media stakeholders aimed at promoting ethical, evidence-based reporting.

“Strong, independent journalism is essential to democratic societies and informed public debate. That is why we take our relationship with the Nigerian media very seriously,” Baxter said.

He noted that the UK strongly supports freedom of expression and a free press, adding that the training programme was designed to equip Nigerian journalists with tools to interrogate data, challenge misinformation, and accurately communicate scientific and technological issues.

“In an age of rapid technological change, accurate, ethical, and evidence-based reporting has never been more essential,” he said.

Baxter highlighted previous training engagements held for Nigerian journalists in Abuja, Lagos, and the United Kingdom, noting that the latest programme builds on earlier workshops conducted in Portugal and London.

According to him, the initiative also reflects the UK’s commitment to deepening collaboration with Nigerian media professionals while improving public understanding of bilateral priorities such as economic growth, migration, and security cooperation.

He referenced the recent state visit of Nigerian President Bola Ahmed Tinubu to the UK as a major milestone in UK-Nigeria relations, stressing the importance of responsible media coverage during key diplomatic engagements.

“It was important for us to work closely with Nigerian media during the visit to ensure the public received accurate information while also helping hold all parties accountable to the commitments made,” he stated.

A panel discussion held during the event focused on challenges facing journalists in science and technology reporting, including misinformation, disinformation, access to reliable data, digital harassment, source protection, and legal risks.

Panelists noted that journalists face increasing pressure in a fast-paced digital media environment where algorithms often reward virality over factual accuracy.

They urged reporters to prioritise research, fact-checking, and verification while adopting practical digital security measures such as encrypting devices, password protection, and safeguarding confidential sources.

On misinformation and disinformation, panelists encouraged journalists to resist the pressure to publish unverified reports for speed or online traction.

“Don’t always rush to break news without verifying the facts. Trust is built through consistency, research, and cross-checking information,” one panelist advised.

The discussion also addressed concerns around Nigeria’s cyberstalking laws, with legal experts cautioning journalists to ensure all published information is factual, evidence-based, and defensible.

Participants were advised to maintain proper documentation trails, verify all claims, and avoid reliance on hearsay or unconfirmed digital content.

The training, organised in partnership with the School of Media and Communication, Pan-Atlantic University, is part of ongoing UK-backed efforts to strengthen journalism standards and media freedom in Nigeria.

Baxter encouraged participants to actively engage in the sessions and continue championing accountability journalism.

“Thank you for the work you do every day and for your commitment to advancing press freedom in Nigeria,” he said.


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FG Says It May Reject World Bank Loans over Delays

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Dr Shamseldeen Ogunjimi, accountant-general of the federation, has warned that the federal government may reject loan facilities from the World Bank if delays in approval and disbursement persist, saying prolonged timelines could undermine the country’s willingness to proceed with such arrangements.

FG Says It May Reject World Bank Loans over Delays

The warning was contained in a press statement issued on Friday by Bawa Mokwa, director of press and public relations at the office of the accountant-general of the federation.

Ogunjimi, who spoke in Abuja during a courtesy visit by a World Bank delegation led by Mrs Treed Lane, stressed that Nigeria expects timely processing of funding requests, given that the facilities are loans and not grants.

He said, “If approvals take more than six months, the Nigerian Government may no longer honour such arrangements,” highlighting concerns over bureaucratic delays in accessing development financing.

The AGF noted that as a responsible borrower, Nigeria should not be subjected to prolonged approval processes that could affect project execution timelines and broader development objectives.

He therefore urged the World Bank to “expedite the approval and disbursement of project funds to Nigeria” to support the country’s priorities.

Ogunjimi emphasised that the loans carry repayment obligations, making it imperative that disbursement processes align with project schedules and fiscal planning frameworks.

He further disclosed that the Office of the Accountant-General of the Federation had begun addressing key issues raised earlier by the World Bank, particularly in public financial management and audit reporting.

According to him, the 2023 Audit Report would be submitted to the Office of the Auditor-General for the Federation within two weeks, while work on the 2024 and 2025 audit reports was already underway.

The AGF also assured the delegation that steps were being taken to resolve concerns around the digitalisation of the Government Integrated Financial Management Information System, noting that obsolete infrastructure was being replaced with modern technology to improve efficiency and service delivery.

He said the reforms were part of broader efforts to strengthen transparency, accountability, and the overall public financial management system in Nigeria.

Earlier in her remarks, the World Bank delegation leader,  congratulated Ogunjimi on his recent appointment as African chairman of the Association of Accountants-General.

Lane also urged the Office of the Accountant-General to sustain its digitalisation drive and ensure the timely presentation of financial statements to the Auditor-General, noting that such measures were critical to achieving seamless public financial management processes.

The World Bank earlier explained why about six loans worth $2bn, signed for Nigeria in 2024, are yet to be disbursed nearly a year after the bank’s approval.

This came amid recent reports that the World Bank approved a total of $8.40bn (N12.89tn) in fresh loans to the country over the past two years, based on data from the bank’s official website.


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