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AI and ‘phygital’ experiences re-set to reshape the customer journey in 2024

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By Andrew Egan, Africa Regional Sales Director at Infobip

With brands recognising the power of conversations, AI-driven solutions, and phygital experiences, consumers can anticipate more personalised, seamless, and satisfying engagements with businesses this year. As technological innovations continue to shape the business landscape, 2024 is poised to be a transformative year for customer experience. However, businesses must keep an eye on the emerging trends shaping the landscape as they realign their strategies to prioritise customer satisfaction.

Balancing customer experience trends against business process optimisation

Increasingly, the emphasis on Customer Experience (CX) is prompting organisations to adopt creative ways to use customers to start, and sometimes complete, the processing journey against an item of work. As businesses look to grow customer acquisition or reduce processing costs, it is becoming evident that Generative AI and Interactive AI are critical tools for improving cost-of-service ratios or Life Time Value: Customer Acquisition Costs (LTV: CAC) ratios for improved x-selling and upselling outcomes. In line with this, identifying work types for automation is key to quantifying how much effort organisations can remove from their support centres and what Capex or Opex costs can be optimised. Additionally, businesses must understand their customers’ behaviour and their choice of when, how, and if to engage with a brand.

CX is not merely about providing a channel to customers or a five-star rating at the end of a call. It is about ensuring that customers return to the brand, measuring and appreciating customer behaviour across your digital ecosystem, and knowing when to support them or when to sell to them. In many environments, improving business processes with tools such as Generative AI or Interactive AI results in a downstream impact of improved CX. Hence, organisations should look at the business challenge to be solved before attempting to resolve the issue of CX in isolation.

End-to-end conversational journeys with businesses and brands

As consumers seek an enhanced customer experience, they will increasingly demand two-way conversational interactions with a business or brand through the same channels and chat apps they use with their families or friends. They will also desire a seamless experience rather than switching between devices and channels.

Until now, brands have been reimagining this journey through a conversational lens, where much of the user journey is directed through a single chat app or digital channel like WhatsApp. The focus now shifts from merely adopting these channels to perfecting the end-to-end conversational experience.

Thus, we can expect to see the emergence of truly end-to-end platforms, where customers can click through an advert on Instagram, educate themselves about a product, click to purchase, pay, receive delivery notifications, and complete a satisfaction survey within a single conversational thread on WhatsApp.

META, with WhatsApp, is leading this revolution, with new features such as Flows and Payments facilitating users to transition smoothly from viewing an Instagram ad to making a purchase, all within the platform. Leading brands like Google and Apple are also making waves in this space, and more platforms are likely to follow.

The move from generative AI to interactive AI

Generative AI, or Gen-AI, has made remarkable progress, especially in customer support. This technology has been instrumental in auto-generating content for messages and emails and AI-driven bots that can handle basic queries.

However, the future lies in interactive AI, where, according to British AI researcher and entrepreneur Mustafa Suleyman, “bots that can carry out tasks you set for them by calling on other software and other people to get stuff done.” In line with this, analysts predict the emergence of a federation of different bots and AI algorithms being used to trigger different actions across the customer journey.

These advanced tools will be central to marketing and sales automation, answering product-related questions, scheduling deliveries, and managing payments. Integrations will span from generating campaign content to providing AI-driven chatbot interactions, ensuring fluid, human-like conversations with the customers, all within a customer’s favourite channel.

The rise of the super app

The ‘super app’ concept has gained significant attention in recent years, with platforms such as WhatsApp, WeChat, and various others. These platforms, boasting billions of subscribers, present a golden opportunity for brands to integrate and offer their products and services. Tech billionaire Elon Musk described WeChat as “Twitter, plus PayPal, plus a whole bunch of other things, and all rolled into one with actually a great interface.”

Telegram appears to be moving towards this model, announcing in September last year that “developers can (now) use JavaScript to create infinitely flexible interfaces that can be launched right inside Telegram — and can completely replace any website.”

Envisioned as multi-purpose hubs, these apps will evolve into platforms where users can seamlessly interact with multiple brands.

The rebirth of virtual reality and augmented reality

However, things are also heating up in the virtual reality (VR) and augmented reality (AR) space. META recently launched its new generation of Ray-Ban META smart glasses. Among other updated features, these will integrate META’s AI-powered, advanced conversational assistant. By saying “Hey META,” users can engage with META AI to spark creativity, get information, and control features. Apple has also unveiled its much-anticipated Vision Pro headset, a mixed-reality device capable of both VR and AR experiences.

These products signify a step change in the world of AR and VR, which has, until now, been seen by many as somewhat gimmicky. It is expected that VR and AR will transition from merely PR stunts to real-world use cases. Using these tools, businesses and brands can create exceptional, awe-inspiring experiences on a scale that has never been possible in the physical realm.

Phygital experiences

Against this backdrop, it is anticipated that further convergence of the physical and digital realms will occur, with businesses and brands crafting captivating ‘phygital’ experiences tailored to customer preferences in real-time. Retailers will further weave technology into their brick-and-mortar stores, leveraging data to personalise what customers hear, smell, and see. Simultaneously, e-commerce platforms will explore the potential of virtual and augmented reality, pioneering a new age of digital retail.

Numerous examples already demonstrate this concept in action, like retail brand Marks & Spencer’s AR shopping app, which allows customers to walk around a store with the app using an AR filter to direct them to the location of specific items. As this technology develops, it will help customers experience products as if they were already in their possession, allowing them to make informed decisions about what they buy.

More to come

This year promises to be an exciting year for customer experience. With brands recognising the power of conversational interfaces, AI-driven solutions, and phygital experiences, consumers can anticipate more tailored, seamless, and delightful interactions.


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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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VDL International Conference Emphasizes on Fostering Ethical Values in the Society

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Stakeholders at the Values for Daily Living International (VDLI) inaugural annual conference have recommitted to continuing efforts in promoting ethical values and moral principles, inspiring positive change in individuals and communities worldwide.

Group photograph of participants

The VDLI inaugural annual conference convened by Sandra Ani, was a resounding success, bringing together students, parents, scholars, educators, and community members to engage in meaningful discussions and celebrate achievements in value-based education.

The conference, held at the at The Parliament Hall, Post Primary School Management Board, Enugu State, attracted more than 1000 participants from various sectors, including education, business, healthcare, and government online and on-site.

The theme, “Take It Back: Building Today for a Greater Tomorrow” resonated deeply with attendees and speakers alike.

Prof. Peter Ndubueze Mbah (Ph.D.), the Hon. Commissioner of Education, Enugu State, in his keynote address emphasized the importance of integrating core values into every aspect of life, from personal interactions to professional endeavors.

He highlighted the need for a collective effort in nurturing a society grounded in respect, empathy, and honesty.

Throughout the conference, participants engaged in a series of interactive workshops, panel discussions, and networking sessions.

During the panel session, discussants reiterated the role of the church, school, and home in restoring values to society was a key topic of the panel discussions.

This interactive session provided deep insights into shared responsibilities in moral value restoration.

These narratives provided a powerful reminder of the impact that integrity and compassion can have on society.

Feedback from attendees was overwhelmingly positive, with many expressing a renewed commitment to fostering values in their personal and professional lives. “This conference has reignited my passion for ethical leadership and community service,” said one participant. “I leave here today inspired and ready to make a difference.”

Sandra Ani, the convener, in her address expressed gratitude to all participants, speakers, and sponsors for their contributions to the success of the conference. “Together, we have taken a significant step towards building a more compassionate and ethical society. I am confident that the conversations and connections made here will continue to inspire positive change in our communities.”

The event served as a platform for open dialogue and interactive learning, fostering a sense of shared responsibility in nurturing moral values within the community.

Other notable speakers included Hon. Chibueze Ofobuike, the chairman of Aguata Local Government Area of Anambra State; Barr. Doris Chinedu-Okoro, CEO of Evergreen Group; and Mr. David Folaranmi, an advocate of drug abuse and addiction recovery.

Essay Competition

Highpoint of the conference includes an essay contest which focused on senior secondary school students from both government and private schools on the topic: “What are the common reasons why teenagers might be tempted to experiment with drugs, and what strategies can they employ to resist peer pressure and make healthy choices regarding substance use?”

The contest attracted over 500 entries, which were narrowed down to 100 students for the second stage, and finally, 20 students made it to the finals.

During the conference, the top 20 essay writers were invited to receive an award of excellence. The top three essay winners were each given an award plaque, a gold medal, a certificate of excellence, and a cheque of 200,000 NGN for the second runner-up, 300,000 NGN for the first runner-up, and 500,000 NGN for the overall winner.

These students came from Anambra State, Osun State, and FCT Abuja, respectively. The remaining 17 students, representing Benue State, Kwara State, Ireland, Ebonyi State, and Enugu State, were awarded a gold medal and a certificate of excellence each.

Brand Ambassadors

All top 20 essay contest finalists were appointed as brand ambassadors of VDLI. Their faces will appear on billboards in five states of the country. As ambassadors, they are expected to uphold and promote the moral values advocated by VDLI in their various environments.

Awards and Recognitions

All speakers were presented with recognition awards from the organization. The Hon. Commissioner of Education received an award for his profound impact on enhancing education; Hon. Chibueze Ofobuike was recognized for empowering youths and transforming communities; Barr. Doris Chinedu-Okoro received an award for her outstanding contribution towards advancing education; and Mr. David Folaranmi was acknowledged for his efforts in creating awareness on drug abuse and helping people overcome addiction.

Special Presentations

A notable presentation on the role of the girl child in upholding Nigeria’s values and ethics was made by Akpem Comfort Msuurshima from Jewel Model Schools, Makurdi, Benue State.

Additionally, a cultural display by students of Seat of Wisdom Secondary School, Enugu, showcased the rich cultural heritage of Nigeria.

About Values for Daily Living International Conference:

Values for Daily Living International (VDLI) is an organization dedicated to the global promotion of ethical values and moral principles. Founded in 2019, VDLI has been at the forefront of inspiring positive change in individuals of all ages. Through innovative programs, impactful initiatives, and engaging resources, VDLI strives to encourage individuals to lead more fulfilling lives, guided by morals such as honesty, integrity, and respect.

The mission is to use the teaching of values to change minds, thereby transforming lives.

VDLI’s vision is to cultivate a society deeply rooted in strong moral values, ensuring individuals contribute meaningfully to society.

The Organization emphasizes values such as Integrity, Leadership, Compassion, and Respect guide all aspects of VDLI’s work, from program development to community engagement.


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Netflix Hikes Subscription Fee by 40 Percent, Nigerians now to Pay N7,000 Per Month

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Nigerians will now be paying N7,000 per month, as video streaming platform, Netflix, has once again increased its subscription prices with its Premium Plan going up by 40 per cent to N7,000 from N5,000 per month.

Netflix Hikes Subscription Fee by 40 Percent, Nigerians now to Pay N7,000 Per Month

Recall that Netflix has been raising the rates of its Basic and Premium plans starting in October 2023 in several major areas across the world, such as the United States, the United Kingdom, and France.

The streaming platform stated earlier in April that the price of its Premium Plan in Nigeria would increase to N5,000 from N4,400.

Simultaneously, the Basic Plan stayed at N2,900, and the Standard Plan was raised from N3,600 to N4,000.

At the time, Netflix said the price adjustment was part of a broader strategy to revise its subscription fees across various regions.

The changes, according to the company, were aimed at accelerating its revenue and earnings growth, following a pattern of periodic price hikes to support the expansion of content offerings.

The latest price increment makes it the second price adjustment by the platform within the space of three months in Nigeria, having implemented a price increment earlier in April this year.

According to the price update on the company’s website, the Standard plan subscription, which is popular among Nigerian subscribers for its HD quality and multi-screen viewing options, has been increased from N4,000 to N5,500. This represents a 37.5 per cent increment.

 

 

 

 

 

 

 

 


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NCC Promotes Copyright Awareness among Printers, Creatives

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The Management of the University Bookshop Nigeria Limited (UBN Ltd) has been cautioned to desist from the sales of pirated works following the continuous display of pirated books for commercial purposes on the shelves of the bookshop as observed during routine operations by the Commission’s operatives.

The advice was given during a meeting of the NCC Ibadan Office with the Managing Director, UBN Ltd, Mr. Agbola Olatunji Israel and his team at the University of Ibadan.

State Coordinator, Ibadan Office, Mrs. Oluropo Oke, while displaying evidence of the bookshop’s involvement in selling pirated books, explained to the team that pirated works had been removed from the University’s Bookshop shelves on three different occasions. She used the opportunity to sensitise the management of UBN Ltd on what constitutes Copyright offences from section (44) of the Copyright Act.

The Ibadan Office, Chief Copyright Officer, Legal, Mrs. Adeola Apara, stated that the University Bookshop must desist from selling pirated books and patronise genuine publishers, authors, accredited book vendors and agents rather than buying from pirates adding that ignorance is not an excuse before the law.

Responding, the MD UBN, appreciated the Commission for the meeting and promised to put an end to the illicit act while admitting that the books showed to him were seized from the University bookshop.

He however, requested the Ibadan Office to organise a seminar for the management team of the University Bookshop to learn the features that differentiate original works from pirated ones.

The NCC and the MD, UBN agreed that a Memorandum of Understanding (MOU) will be signed in due course to ensure the purchase of books from legitimate sources.

In another development, NCC Ibadan Office on Wednesday, 5th June 2024, organised a Seminar for the Association of Professional Printers of Nigeria, (ASPPON), Ibadan District, with the topic: Applicability of the Copyright Act in the Printing Industry. The seminar was aimed at sensitising and guiding printers on the relevance of the Copyright Act to the printing industry.

Chief Copyright Officer, Legal, NCC Ibadan Office, Mrs. Adeola Apara, while sensitising the printers, explained some sections of the new Copyright Act : Section 36 – Copyright Infringement, 38 – Order for inspection and seizure, 40 – Forfeiture of infringing copies, 44 – Criminal liability, 48 – Duty to keep record and 86 – Duties of Copyright Officers.

She stressed on the importance of keeping proper records of all their work,s showing all the columns as indicated in section 48 of the Copyright Act.

The Printers were advised to do their businesses within the ambit of the law and warned that offenders will be arrested and dealt with according to the law.

Responding to questions about what should be done if their works are pirated, the State Coordinator, explained that the best approach is to report such offence to the office of the Nigerian Copyright Commission. She encouraged authors to register their works on the Commission’s e-registration platform in order to have their records in the Commission’s data bank.

Mr. Kayode Famurewa, the Chairman, ASPPON, appreciated the Commission for the seminar and having their interest at heart and assured that members will abide by the tenets of the law in the day to day running of their businesses.

A new “Job Register Book” with extract of section 48 of the Copyright Act stated on the 1st page was introduced by the chairman, ASPPON, to members in order to guide them on how to work in line with the Copyright laws.

 


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