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Balancing act between digital innovation and customer trust crucial in Africa – Harvard Business Review

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A new report from Harvard Business Review Analytic Services with Mastercard details the importance for businesses across Africa to balance digital innovation and customer trust. The study explores the current business landscape through the lens of an increasingly young population, filled with consumers who prioritize brands with shared values and digital experiences that make them feel safe and secure. It highlights trust as an important lever for customer loyalty, business sustainability, and innovation.

Around 60% of Africa’s population is younger than 25. Their embrace of a digital world that is purpose-driven and built on connection bodes well for businesses in a region that prioritizes innovation. However, with economic activity increasing online, security and privacy are emerging as foundational not just for trust but also for innovation.

Over 70% of businesses in Africa recognize that service reliability and availability are paramount. However, less than half (42%) realize the importance of data security and privacy to customers, especially as digital tools and experiences become ubiquitous. To safeguard the trust of consumers and earn a license to innovate in the future, businesses need to recognize that innovation requires flexibility and commitment.

Businesses are faced with the challenge of innovating to satisfy consumer demand for richer, more satisfying experiences while maintaining consumer trust. However, consumers in the region are also quicker than their global peers to punish businesses for adverse events by withdrawing their trust, which raises the stakes for businesses.

The report notes that 80% of African consumers are eager to embrace digital benefits but will not buy from businesses or brands they don’t trust. Businesses in the region understand the importance of trust for their own sustainability, with more than three-quarters saying trust improves customer loyalty and more than half saying it provides a competitive advantage.

“Africa has seen extraordinary digital transformation over the past decade, and with each new milestone in digital inclusion, Africa’s young digital natives and early adopters present companies with an opportunity to reconsider their innovation priorities in line with the elements their consumers value. Trust is essential for innovation—it is the currency that underpins it.

“When consumers can trust businesses, it gives businesses the space and security to innovate, and that innovation can unlock prosperity across Africa for all Africans,” said Amnah Ajmal, Executive Vice President for Market Development, Eastern Europe, Middle East, and Africa, Mastercard.

African consumers are more sensitive than their global peers to factors that damage trust in brands, and data security is a top concern. Around 60% of consumers in the region said incidents in which consumer data has been mismanaged would damage their trust.

Consumers in Africa have also underlined the importance of strong values, with 80% saying they prioritized buying from businesses that act on causes they care about, a far higher proportion than the global average of 63%. This includes the environment, supporting small businesses, women’s economic empowerment, disaster relief, and aid.

The report further explores how businesses in the region are digitizing their processes and embedding innovation while ensuring that they continue to meet their customers’ and stakeholders’ expectations for reliable, secure systems and maintain their trust, through best practices such as:

·         Build security into products and be transparent when issues arise. Customers expect secure, reliable, appropriate systems they can trust to keep their personal data safe.

·         Communicate the company’s vision and values. Consumers in Africa prioritize buying from brands that support their values.

·         Make innovation part of the company culture. A considered 360-degree approach to innovation will benefit large companies with legacy infrastructure and set processes.

·         Partner with like-minded companies to boost innovation. The report lifts out the fintech partnerships of South-African based Standard Bank, and MTN’s collaboration to make cross-border transactions a reality.


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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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NRS Extends Saturday Tax Office Operations Nationwide Ahead of Rev360 Rollout

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The Nigeria Revenue Service (NRS) has announced the extension of weekend tax office operations across the country as part of preparations for the rollout of the Rev360 Phase I Tax Administration System.

In a public notice issued in Abuja on May 7, the Service stated that all Emerging, Medium, Large, and Government Business Offices nationwide will now open on Saturdays from May 8 to June 27, 2026.

According to the notice, the offices will operate between 10:00 a.m. and 3:00 p.m.

The NRS explained that the initiative is aimed at providing additional taxpayer support and improving service delivery during the implementation of the new tax administration platform for Medium and Emerging Taxpayer segments.

The Service noted that the extended Saturday operations are designed to assist taxpayers requiring guidance with the new system, facilitate seamless compliance during the June peak Companies Income Tax filing period, and improve access to tax services outside regular weekday hours.

It encouraged taxpayers to take advantage of the initiative to resolve tax-related matters, seek necessary guidance, and ensure timely compliance with their tax obligations.

“The NRS remains dedicated to delivering efficient, transparent, and taxpayer-focused services,” the statement read.

The notice was signed by Zacch Adedeji, PhD, Executive Chairman of the Nigeria Revenue Service. “You say Transformation, We say Rev360.”


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NCS, Gowon University Partner on Research, Development

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The Nigeria Customs Service (NCS) and the Yakubu Gowon University have moved to formalise a strategic alliance aimed at advancing national security research, border management studies, and student welfare.

Comptroller General of Customs, Adewale Adeniyi, made this known during a visit by the University’s Vice Chancellor Professor Hakeem Fawehinmi, to the headquarters of the agency yesterday in Abuja.

Adeniyi noted that the collaboration marks a significant step in bridging the gap between paramilitary operations and academic research. “I have a long institutional history with this university,” CGC Adeniyi remarked.

He noting that previous attempts to sign a formal Memorandum of Understanding (MoU) were interrupted by leadership transitions and that the Service is now committed to a phased implementation of support, focusing on projects with the highest impact on the learning environment.

Adeniyi said “For us, beyond legacy, what matters most is impact. We understand the realities facing Nigerian universities, from transportation challenges to infrastructure gaps.

“Our interest is to support initiatives that will create a conducive learning environment and positively impact students.”

He also stressed the importance of the university in relation to its status of the nation’s capital u University. He pledged to support the institution in meeting the demands of its 40,000-strong student population.

Responding, Professor Fawehinmi highlighted the university’s Centre for Defence and Migration Studies as a critical hub for the partnership.

He suggested that the centre could provide the NCS with specialised research into national security and executive training for officers.

“Support in areas such as mass transit buses, ICT infrastructure, research facilities, and professional collaboration will significantly strengthen our capacity,” the Vice Chancellor noted, adding that as the only conventional public university in the Federal Capital Territory, the institution carries enormous responsibilities.


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CRMI Warns of Risks, Sees Gains in UAE Exit from OPEC

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Chartered Risk Management Institute of Nigeria (CRMI) has highlighted potential benefits for Nigeria such as increased production flexibility, expanded market share, and improved revenue prospects following the United Arab Emirates’ decision to exit the Organisation of the Petroleum Exporting Countries (OPEC).

CRMI Warns of Risks, Sees Gains in UAE Exit from OPEC

However, the Institute cautioned that these opportunities come with significant risks, including exposure to price volatility, reduced protection from coordinated supply management, intensified competition, and mounting fiscal pressures.

In a statement signed by Victor Olannye, registrar/chief executive officer, described the development as a major shift in global oil governance, with far-reaching implications for market stability and international energy dynamics.

Olannye noted that the move could trigger increased oil price volatility, heightened geopolitical tensions, and disruptions across global energy supply chains.

He urged corporate organisations, public institutions, financial bodies, and risk professionals to reassess their risk frameworks and strengthen resilience in response to evolving global realities.

He identified key risks to include a potential weakening of OPEC cohesion, oil price instability, geopolitical uncertainty, supply chain disruptions, macroeconomic volatility, and the possibility of further exits by member states.

In line with its mandate to promote sound risk management and support national development, the Institute advised corporate organisations to implement robust risk management frameworks, adopt dynamic hedging strategies, and diversify their business portfolios.

Financial institutions and investors were also urged to reassess energy-related risks, strengthen portfolio diversification, and enhance risk disclosure practices.

CRMI further called on government and policymakers to reinforce fiscal buffers, accelerate economic diversification, and promote the transition to renewable energy.

Individual risk professionals were encouraged to upskill in geopolitical risk analysis and energy economics while developing expertise in scenario planning and predictive analytics.

The Institute emphasised the need for stakeholders to reposition proactively to navigate the evolving geo-economic landscape. It also projected possible scenarios, including fragmentation of global oil governance structures, increased reliance on market-driven pricing mechanisms, and an acceleration of global energy transition efforts.

 


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