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4 Methods for Meeting Customers at their Pain Points Instead of Just Selling

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Every business is founded to solve a customer problem, and the vast majority of products and services are designed to alleviate a specific customer pain point. But it is still important to let each customer know how their specific problems are being solved.

One of the best ways to build brand credibility is to understand a customer’s journey and build long-term relationships with them. In this article, we ask industry professionals how they meet the needs of their customers.

Build engagement with customers

It’s no secret that we live in a time of unprecedented technological acceleration. Nowhere is that more true than in the customer experience space. Things that ten years ago seemed completely impossible are now commonplace and almost expected.

“Many organisations want to make changes in line with accelerations in technology and customer experiences, but the range of options available out there stops them from even starting, or worse, they settle for an option that they deem to be “good enough,” comments Brent Haumann, Managing Director at digital communications firm, Tilte.

Importantly, however, is that as technology accelerates, so do customer expectations, and what was considered good enough yesterday is not good enough for tomorrow. It is critical that organisations aim to meet and even exceed these expectations, because if they don’t, their competitors will happily oblige. “The problem is that engaging customers is not about sending an email or introducing a chatbot.” Anyone can do that. It’s about how to get your customers to actually engage with your brand and build a loyal relationship that will see their customer lifetime value grow. This is a lot more difficult and requires expertise in these spaces.” concludes  Haumann

Enhance the user experience

While the use of technology to streamline customer-facing processes is an integral part of SME growth, the user experience of such technology can often become a pain point for the business if the right tool is not chosen. “While SMEs need technology to reduce manual tasks and automate repetitive processes, complicated software packages and platforms can be more of a hindrance than a help. “In fact, as many as 70% of startups fail within the first five years, according to research from the University of the Western Cape, because they don’t have the technical support they need to get the basics done,” says Andrew Bourne, Regional Manager, Africa – Zoho Corporation.

Integrated, seamless solutions need to meet the needs of the user, regardless of the scale of the business. This means having a full-featured Customer Relationship Management (CRM) system that will improve  the user experience and enhance customer service.

Provide access across borders

It’s no secret that mobile money has revolutionised the financial services industry, allowing individuals to transact within and across borders – opening up a world of possibility for small business owners on the continent. However, consumer pain points such as a lack of access to financial services, high transaction costs, and regulatory requirements still hurt interoperability and the cross-border payments innovations that are key for scaling access across Africa.

Remittances, as an example, are important to African countries, but the cost of intra-African money transfers still remains high. In South Africa, the average cost of sending remittances was 8.14% in 2020 as against the global average remittance fee of 6.01%. Not only are billions lost to high transaction costs, but they also limit financial inclusion and aid to the vulnerable.

MFS Africa has been driving the next step in this revolution, addressing this pain point by bringing more possibilities, more connections and more interoperability to the mobile money user. The organisation’s full-service digital payments network now connects over 400 million mobile money wallets, over 200 million bank accounts and over 150,000 agents in Nigeria.

Harness technology to enhance the experience

“Solving the customer’s pain point is the foundation of a great customer experience. And experience is everything. We know that more consumers and business buyers are noting that the experience companies offer matters as much as their products.” says Zuko Mdwaba, Area Vice President Salesforce South Africa

This is all about meeting the customer where they are. Today, customers’ use of social media, knowledge bases, and live chat is near parity with phone and email. With the decline of in-person service since 2020 showing little sign of recovery, the use of mobile apps, online communities, and video support have seen massive expansion over the past two years.

Mdwaba continues that “Given the rising importance of digital channels, strengthening partnerships between service and IT departments is often key to breaking down data silos, saving on software cost, agent empowerment and resulting in faster time-to-market for new technology solutions.”

By investing in advanced technology, organisations can address customer pain points effectively to achieve greater customer satisfaction, which ultimately boosts engagement and revenue.


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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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Tech Firms Sack over 45,000 so Far in 2026

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More than 45,000 jobs have been cut across the global technology sector in the first few months of 2026, according to data from RationalFX, signalling that the industry is still adjusting after a period of aggressive hiring rather than returning to a full growth phase.

Tech Firms Sack over 45,000 so Far in 2026

“In 2025, automation, artificial intelligence, and sustained cost-discipline measures drove much of the downsizing, with entire departments restructured or eliminated in favour of leaner, AI-assisted workflows. This trend has continued full steam into 2026,” said Alan Cohen, analyst at RationalFX.

According to the report, if the current rate of redundancies is sustained, total layoffs in 2026 could surpass the 245,000 recorded in 2025.

The majority of these layoffs have been concentrated in the United States, with major companies continuing to trim their workforce despite stable core operations.

Amazon has announced approximately 16,000 job cuts this year, while Block has also reduced thousands of roles as it tightens operations and shifts focus towards artificial intelligence.

There are indications that further reductions may follow.

Meta is reportedly considering additional layoffs as it increases investment in AI infrastructure, while PayPal and Klarna are reassessing spending and hiring strategies amid ongoing uncertainty.

Established technology firms are also undergoing restructuring. Dell has reduced its workforce by around 11,000 over the past year as part of a broader reorganisation, while Salesforce has cut approximately 1,000 roles in 2026 while aligning its teams more closely with AI-driven products.

Outside the United States, layoffs have been smaller in scale but more geographically dispersed.

Australia has reported around 2,650 job cuts so far this year, followed by Sweden with roughly 1,923 and Netherlands with about 1,700.

Other markets have also been affected. Israel and India have recorded approximately 1,539 and 1,520 layoffs respectively, with Israel’s startup ecosystem particularly sensitive to tighter funding conditions, while in India, both startups and larger IT firms have reduced headcount as global client spending slows.

In Singapore, around 1,016 layoffs have been reported, reflecting a softer hiring environment across Asia’s major technology hubs, where companies are adopting a more cautious approach amid uneven demand.

Across Europe, job cuts have been comparatively limited but still noticeable.

The United Kingdom has recorded around 1,000 layoffs, while Czech Republic and Germany have seen smaller reductions.

The broader trend suggests that technology companies are shifting towards leaner operations and more defined priorities following years of expansion. Increasing investment in automation and artificial intelligence is also reshaping the types of roles in demand.

For employees, the impact is becoming increasingly visible, with hiring slowing and becoming more selective. While opportunities remain, companies are taking a more measured approach to recruitment compared to the rapid expansion seen in previous years.

 

Further credit… .storyboard18.com

 


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Jury Finds Elon Musk Liable for Misleading Twitter Investors

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Elon Musk, a billionaire internet entrepreneur, was held responsible by a federal jury in San Francisco for deceiving Twitter shareholders during his contentious $44 billion takeover of the social media site.

Jury Finds Elon Musk Liable for Misleading Twitter Investors

Elon Musk

Following a three-week trial in a federal court in California, the verdict was handed out on Friday.

It found that Musk had made false and misleading representations in tweets that were posted in May 2022.

The jury concluded that at a crucial point in the purchase process, these remarks caused Twitter’s share price to decline.

Investor Giuseppe Pampena filed the action on behalf of stockholders who sold their Twitter stock between mid-May and early October 2022, a time when Musk’s commitment to closing the purchase was questionable.

Jurors determined that Musk violated US securities laws prohibiting deceptive statements capable of influencing market prices.

Legal representatives for the plaintiffs estimate potential damages at approximately $2.6 billion, exposing Musk to a significant financial penalty if the ruling is upheld.

In order to give Musk leverage to renegotiate the purchase price or back out of the transaction, plaintiffs contended that the statements were meant to lower Twitter’s valuation.

Musk finished the transaction in October 2022 after Twitter filed a lawsuit to enforce the arrangement, despite early attempts to end it. Later, he changed the platform’s name to X.

The ruling has been disputed by Musk’s legal team, which has confirmed plans to appeal and described it as a temporary setback.

For Musk, who has won a number of well-known court cases, the decision represents a rare setback.

Meanwhile, he was cleared in a separate defamation case in Texas and had also won a similar shareholder lawsuit in 2023 related to his 2018 tweets about taking Tesla private.


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SEC, NYSC Partner to Combat Ponzi Schemes

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Securities and Exchange Commission (SEC) and the National Youth Service Corps (NYSC) have formalised a strategic partnership aimed at embedding financial literacy and anti-Ponzi education into the national service programme.

SEC, NYSC Partner to Combat Ponzi Schemes

This is in a move to shield young Nigerians from the growing menace of fraudulent investment schemes.

The collaboration, sealed through a Memorandum of Understanding (MoU) signed in Abuja, marks a significant step toward strengthening investor education at the grassroots level by targeting thousands of corps members annually.

The agreement was executed by Emomotimi Agama, director-general, SEC, and Olakunle Oluseye Nafiu, his NYSC counterpart, at the NYSC headquarters.

At the heart of the initiative is the integration of anti-Ponzi scheme campaigns into the NYSC’s Community Development Service (CDS), specifically under its Education and Enlightenment arm.

The move is designed not only to educate corps members on identifying fraudulent investment schemes but also to cultivate a culture of responsible and informed investing among Nigeria’s youth population.

Under the terms of the agreement, the SEC will spearhead the development of comprehensive educational materials and training modules covering capital market operations, safe investment practices, and strategies for identifying and avoiding Ponzi schemes.

The Commission will also fund and facilitate specialised training sessions for selected corps members and NYSC officials, who will, in turn, serve as facilitators within their host communities.

The NYSC, on its part, will ensure the seamless integration of these training modules into its existing CDS framework. This will include structured workshops, sensitisation campaigns during orientation camps, and continuous engagement throughout the service year.

By leveraging its nationwide presence across all local government areas, the scheme is expected to amplify awareness and significantly reduce the vulnerability of young Nigerians to financial fraud.

Both institutions also pledged to collaborate on extensive public awareness campaigns using a blend of traditional media, digital platforms, and grassroots outreach initiatives.

In addition, mechanisms will be established for data sharing and performance tracking to assess the impact and effectiveness of the programme over time.

Speaking at the signing ceremony, Agama underscored the SEC’s longstanding commitment to youth development through the NYSC scheme.

He revealed that the Commission currently hosts between 160 and 180 corps members, one of the highest among public institutions in the country.

“We have consistently demonstrated our belief in the capacity of young Nigerians by providing them with opportunities to learn and grow within the capital market ecosystem.

“These corps members are not just participants; we regard them as integral members of our workforce. By equipping them with the right knowledge and values, we are preparing them to become ambassadors of sound investment practices in society,” he said.

Agama further emphasised that the initiative aligns with the Commission’s broader mandate of investor protection and market development, noting that early education remains a critical tool in combating financial scams.

In his remarks, Nafiu described the partnership as a milestone achievement and a key performance indicator for both organisations.

He commended the SEC for its proactive role in promoting trust and participation in Nigeria’s capital market, noting that the collaboration would have far-reaching benefits for the nation.

“It is important to catch them young,” he said, referring to corps members. “By instilling the right financial habits at this stage, we can prevent them from falling prey to Ponzi schemes and other fraudulent ventures.”

He assured that the NYSC would remain fully committed to implementing the agreement, adding that the execution phase would be carried out diligently to ensure maximum impact on Nigerian society.

The initiative comes at a time when Nigeria continues to grapple with the proliferation of Ponzi schemes and unregulated investment platforms, many of which have resulted in significant financial losses for unsuspecting citizens.

 


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