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Telcos Must Embrace Data-driven Strategies to Enhance Customer Experience

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By Mirza Bukva, Head of Telecom Partnerships Africa at Infobip

Customer experience (CX) plays a crucial role in determining success in today’s interconnected world of modern telecommunications. As consumers increasingly demand seamless connectivity and personalised service, innovative CX solutions must become a top priority for telecom companies looking to stand out in a highly competitive market. Previously, pricing and network quality were the primary factors for customer retention, but now CX has emerged as equally important.

Adopting a new approach to managing telco CX requires embracing a comprehensive platform equipped with tools to streamline interactions, anticipate needs, and deliver personalised experiences. Fundamentally, data-driven analysis plays a crucial role in improving customer satisfaction, and an enhanced CX ultimately aids in customer retention. When organisations effectively leverage this valuable source of insight, they gain a significant competitive advantage.

However, despite having abundant data, most telecom operators are not exploiting the full potential of analytics and insight-driven personalisation. This oversight prevents them from achieving a true competitive advantage and maximising revenue growth.

Customer expectations can be met by plugging advanced data analytics into every stage of the CX journey, and given the complexity of telecom data, ensuring accuracy and consistency across various systems is imperative.

The incorporation of Artificial Intelligence (AI) and Machine Learning (ML) into data analysis is becoming increasingly crucial for telecom companies. AI’s ability to analyse large datasets and recognise patterns will provide telecom companies with a potent tool for predictive analysis and decision-making. For example, AI can analyse customer behaviour and service preferences to anticipate future service demand, enabling proactive adjustments and personalised offerings.

More telecoms are recognising the need to maximise value and personalise interactions in Customer Value Management (CVM), and not just in the support arena. They are increasingly incorporating preferred customer channels that enable rich communication, alongside marketing engagement solutions supported by a customer data platform.

Additionally, the operational advantages are significant, as AI-driven insights lead to better resource allocation, reduced operational expenses and enhanced strategic planning. By leveraging these technologies, telecoms can not only improve their service delivery but also streamline their operations, resulting in greater overall efficiency and cost-effectiveness.

Personalised customer experience

By adopting omnichannel strategies, telcos can offer personalised customer experiences across various channels and devices. This includes traditional touchpoints like SMS, voice and email, as well as popular messaging apps such as WhatsApp, Facebook Messenger, Viber, and Telegram.

More critically, an omnichannel solution provides failover options and seamless transfer to support agents, while also enabling telcos to use customer data to contact them at the right time on the right channel and with the right message.

Market trends suggest that subscribers are increasingly moving away from an app-only approach. Instead, they want to communicate with brands using their preferred methods, so businesses must ensure they are where their customers are.

Furthermore, the adoption of emerging technologies such as 5G, the Internet of Things (IoT) and edge computing will redefine possibilities, opening new paths for growth and transformation. As we step into this new era, the shift of telcos from purely offering traditional communication services to becoming technology leaders highlight the industry’s resilience and capacity for reinvention.

The future of telecommunications goes beyond connectivity to pioneering the digital frontier, offering unparalleled opportunities for innovation, engagement and growth. By embracing these trends, telcos can unlock new revenue streams, enhance customer relationships, and place themselves at the centre of the digital economy.

Promising future

As AI technologies and tools become increasingly prevalent in the telecom industry, the future looks promising, offering numerous opportunities for forward-thinking telco leaders. With the advent of the 5G network standard and the upcoming 6G, AI is set to continue transforming telecom operations, processes and services.

Telcos must adapt to new technologies, address the current lack of automation and meet evolving customer needs. For instance, AI-powered chatbots and virtual assistants can enable telecom operators to provide high-quality customer service easily, reliably and conveniently.

Utilising these bots allows telcos to offer personalised support, 24/7 assistance and prompt responses to customer queries, leading to enhanced customer engagement and satisfaction, reduced waiting times and efficient service delivery. Additionally, these bots can act as strong sales agents, identifying customer needs, recommending products and services, and facilitating purchases, thus driving revenue growth. To maximise these benefits, telcos should partner with a global engagement leader with unique industry expertise and reliable business guarantees.

By leveraging advanced analytics, AI, and ML, telcos can enhance CX, streamline operations, and unlock new revenue streams. As the industry continues to evolve with the advent of technologies like 5G and IoT, telecom operators must prioritise personalised, omnichannel customer interactions to stay competitive. Embracing these innovations not only positions telcos as technology leaders but also ensures they meet the ever-evolving demands of their customers, paving the way for sustained growth and transformation in the digital era.


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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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NELFUND Investigates 34 Universities Over Students’ Missing Tuition Refunds

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Nigerian Education Loan Fund (NELFUND) says it is investigating about 34 tertiary institutions over allegations that they failed to refund students whose tuition fees were paid twice under the Federal Government’s student loan scheme.

The Managing Director of NELFUND, Mr Akintunde Sawyerr, disclosed this during an interview on Arise Television.

Sawyerr said the agency had deployed a five-member investigative team, including operatives of the Economic and Financial Crimes Commission (EFCC) and internal auditors, to examine the allegations.

According to him, the investigation was prompted by numerous complaints received from affected students.

“As of right now, there are 34 institutions that we are looking at closely with respect to this issue,” he said.

Sawyerr explained that the double payment issue arose because President Bola Tinubu directed that the student loan scheme commence in the middle of an academic session instead of at the beginning.

He said the decision compelled many students to pay their tuition fees to meet registration deadlines while awaiting approval of their loan applications.

“What happened is that a lot of schools got double payment; some from the students and some from us,” he said.

“The refund process is entirely out of our hands. It is the recipient of the double payments that is obliged to make refunds to the students.”

The NELFUND boss noted that many students had borrowed money from family members, friends and other sources to pay their tuition with the expectation of receiving refunds once the loans were disbursed.

He said while some institutions had promptly refunded affected students, others had failed to do so.

“Some have been very good at this. Others haven’t been so good at it,” Sawyerr said.

“I reserve judgement on the intentionality around it because, for some of them, they just didn’t have the process to make refunds.”

Sawyerr disclosed that NELFUND was exploring a tokenised payment system that would enable students to authorise tuition payments directly to their institutions, thereby reducing the likelihood of duplicate payments.

He said the agency deliberately chose not to disburse tuition loans directly to students to minimise the risk of fund diversion.

“Paying the funds to the students could really lead to the temptation for them to divert and do other things,” he said.

The managing director, however, acknowledged that NELFUND lacked the statutory powers to compel institutions to refund students or prosecute officials found culpable.

He added that many frustrated students had submitted complaints not only to NELFUND but also to anti-corruption agencies, including the EFCC and the Independent Corrupt Practices and Other Related Offences Commission (ICPC).

Sawyerr also expressed concern over increases in tuition fees by some institutions following the introduction of the student loan scheme.

He said NELFUND had declined to pay institutions that increased their tuition fees beyond acceptable levels.

“Some schools, because they get paid easily, started to put up their fees. We refused, point blank, to pay institutions who had hiked their fees beyond a certain level,” he said.

He reaffirmed the agency’s commitment to investigating every reported irregularity and strengthening the implementation of the student loan programme through continuous monitoring and internal reviews.


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Obi, NDC Presidential Candidate Faces N50Bn Defamation Claim over Alleged Podcast Remark

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Abayomi Arabambi, national vice chairman (South-West) of the Labour Party, has demanded a public apology, a retraction, and N50 billion in damages from Peter Obi, presidential candidate of the Nigeria Democratic Congress (NDC), over an alleged defamatory statement made during a podcast interview.

Obi, NDC Presidential Candidate Faces N50Bn Defamation Claim over Alleged Podcast Remark

The demand was contained in a letter issued by the law firm Neplus Ultra Attorneys and signed by Anderson U. Asemota, Peter O. Asimegbe, and Stanley C. Eziefulle on behalf of Arabambi.

According to the letter, the legal dispute arose from comments allegedly made by Obi during the interview, where he reportedly stated that Arabambi “does not have an address.”

Arabambi’s legal team described the statement as false, malicious, and defamatory, arguing that it portrayed their client as a faceless individual without legitimacy, credibility, or standing in public life.

The lawyers further claimed that the interview was widely circulated on television stations and digital platforms, exposing Arabambi to public ridicule and damaging his reputation.

“Our client has had a known residential and business address, maintains professional and political affiliations within Nigeria, and has never been a person whose whereabouts or identity were unknown,” the letter stated.

The legal team maintained that the alleged publication caused embarrassment and harmed Arabambi’s public image and political standing.

As part of their demands, the lawyers called for an unreserved public apology to be aired on national television, published on Obi’s verified social media platforms, and carried as full-page apologies in national newspapers.

They also demanded the payment of N50 billion as compensation for the alleged injury to Arabambi’s reputation, dignity, political standing, and public image.

 


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Why We’re Partnering With NIHOTOUR To Bring Nigerians In South Africa Home – Steve Babaeko

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When Nigerians began arriving back home on emergency flights following an ultimatum from anti-migrant groups in South Africa, Steve Babaeko, alongside The Nigerian Institute of Hospitality and Tourism (NIHOTOUR), saw an opportunity to step up for his fellow citizens.

Why We’re Partnering With NIHOTOUR To Bring Nigerians In South Africa Home - Steve Babaeko

Steve Babaeko

The CEO of X3M Ideas explains that he saw a deep obligation, one that had nothing to do with advertising and everything to do with hospitality. For Babaeko, it was a reminder that an agency owes a duty of care to the community it exists within.

That conviction shaped the creative agency’s partnership with the Nigerian Institute of Hospitality and Tourism (NIHOTOUR) for the newly launched ‘Welcome Home’ pilot programme at Murtala Muhammed International Airport (MMIA) in Lagos. Rather than simply crafting a messaging campaign around the crisis, X3M Ideas helped design a tangible, physical system.

“This wasn’t built as a campaign about a crisis,” Babaeko said. “It was a hospitality agency deciding what it owes its own citizens the moment they land.”

For Babaeko, what X3M has built is infrastructure, something returnees can physically walk through, use, and benefit from the instant they clear the arrival gate.

With the MMIA pilot now officially running, NIHOTOUR directs returnees to immediate support services and issues them a Returnee Card. This card grants individuals a free first night at partner hotels, immediate transport assistance from the airport, and fast-tracked business registration support.

Furthermore, the initiative features a dedicated Restart Desk to assist returnee entrepreneurs and tradespeople with job placement referrals and business registration. This operates alongside a public Homecoming counter that tracks the cumulative number of returnees welcomed, businesses restarted, and jobs facilitated.


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