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Businesses must harness the power of conversational experiences to enhance customer engagement and personalisation

By Siddharth Bawa, Account Executive at Infobip
Delivering exceptional customer experiences has become crucial for businesses, with an increasing number of organisations recognising that omnipresence – offering continuous, personalised journeys on customers’ preferred channels – is key to attaining success. By embracing omnichannel communication strategies, businesses can bridge the gap between physical and digital interactions, while also reducing complexity and maintaining a personalised touch. Businesses are thus shifting their focus towards conversational experiences that enable bi-directional interactions.
Research by Accenture shows that nearly 80% of CEOs have changed or intend to change how they manage client engagement using conversational AI technologies, while a study by Deloitte found that brands that lead in personalisation improve customer loyalty 1.5 times more effectively than brands with poor personalisation.
Ultimately, conversational experiences can contribute to successful customer engagement and personalisation because humans crave connection above all else. The need to be acknowledged and understood is driven by our inherent psychological makeup. A case in point was a recent initiative by a local chocolate manufacturer to help address South Africa’s low child literacy rate by deploying a conversational chatbot that enabled learners to access stories in their home language via a mobile device. In turn, children could also submit their own stories to the chatbot, which would be added to the collection. A high engagement rate and the ultimate success of the project saw this being rolled out as a fully-fledged corporate social responsibility project by the company.
Tangible benefits
When conversational experiences are incorporated with hyper personalisation – the process of tailoring a product, service, or experience to meet the needs and preferences of individual customers – businesses can reap various tangible benefits. These include customer acquisition, cost efficiency, revenue increase and marketing return on investment. However, the biggest benefit is customer loyalty, which leads to a long term mutually beneficial relationship between client and organisation.
Yet, despite these benefits, there are still some key challenges that South African businesses face in delivering personalised messages through conversational channels.
For example, in the banking sector, many organisations still have legacy systems. Adapting these systems to current customer experience requirements is proving to be quite a challenge in many cases. Many of the challenges arise from a legacy silo structure which is still present in several banks.
In the realm of customer support, Infobip’s analysis reveals a shift towards seeking assistance on familiar conversational platforms used with friends and family. This shift underscores the preference for instant and immersive messaging experiences, evident in the remarkable 91% increase in WhatsApp Business Platform interactions for customer support. This is where we as Infobip are seeing composable platforms becoming increasingly relevant, as they can orchestrate content from multiple sources and publish it to any digital channel.
It is important that companies adopt an approach that will reduce the complexity of communication while maintaining personalised experiences in a conversational strategy. To do this, businesses should avoid the inherent difficulty of trying to manage multiple different communication channels and instead seek to unify them on a single conversational communication platform.
Key functionality
When selecting a platform for this purpose, businesses should look for key functionality, such as access to a customer data platform where they can orchestrate customer information and craft personalised journeys. They should also seek a drag and drop chatbot building tool that will enable them to generate intelligent, intuitive chatbots that can be used for support, lead generation and cross-selling. Lastly, organisations should also look for a cloud contact centre solution where their clients can transition from automated responses to a live human agent to address more complex queries.
By successfully harnessing these technologies and functionalities, a company should be able to leverage their communication platform to deliver real-time, personalised two-way conversations to their clients.
Seamless agent takeover
While the right technology, such as intelligent chatbots, is key to driving conversational experiences, organisations must also put in place strategies or techniques to ensure seamless agent takeover for a more personalised support experience in conversational interactions. This is essential because people do not want to become stuck in an endless loop and they want to have the ability to speak to a human if they start experiencing challenges in terms of what they want to achieve.
As such, organisations should adopt a strategy where agents can see the dialogue that the customer has had with the chatbot, giving them an understanding of what the customer requirement is. Many organisations now have specialised agents that sit behind the chatbot, so that a specific query can be diverted to someone who is capable of resolving it quickly when the need arises.
Even though technology is thriving and continues to evolve in all directions, we still need to maintain the human touch. Technology and automation are there to assist us as employees and customers, not to take over. Therefore, merging chatbots with the human experience is a balance that organisations need to carefully maintain.
Broadcasting
Public Outrage, Legal Threats as Abuja Council Demands N500, 000 as TV Levy

The recent demand by Abuja Municipal Area Council’s (AMAC) for a business owner in the area council to pay a N500,000 levy for owning a television set has sparked outrage across AMAC.

Nyesom Wike Minister, Federal Capital Territory of Nigeria
The demand notice, which surfaced online, has triggered widespread criticism and legal challenges over excessive taxation in Nigeria.
The controversy began when AMAC issued a demand notice to Tela Network Ltd, an Abuja-based infotech firm, requiring it to pay N1 million in arrears for 2023 and 2024, a N500,000 fine, and a N500,000 levy for 2025—totaling N2 million.
The notice directed payment to a designated bank within 14 days.
In response, Tela Network Ltd, through its legal representatives, contested the levy, arguing that the company does not engage in radio or television broadcasting and should not be subject to such charges.
The firm requested AMAC to clarify the legal basis for the demand.
AMAC defended its position, citing a 2012 by-law that classifies businesses into tax categories. The council maintained that “Computer Service Generally” falls under Category B, requiring an annual TV/Radio license fee of N1 million.
The levy has drawn sharp criticism from Abuja residents and legal experts. Many describe it as an unfair financial burden, especially in light of Nigeria’s economic struggles.
Residents argue that taxation should be tied to service delivery, questioning why they should pay exorbitant fees for television ownership when public services remain inadequate.
Social media users have also condemned the levy, with many calling it excessive and exploitative.
A legal expert, Iroh, representing Tela Network Ltd, described the law as draconian and suggested it should be challenged in court.
He acknowledged that while AMAC has the authority to make by-laws, the levy’s implementation appears arbitrary and oppressive.
Liborous Oshoma, human rights lawyer criticized the tax, stating that such levies disproportionately affect low-income individuals while the wealthy often evade enforcement. He urged residents to challenge the demand legally.
Efforts to reach Emeka James, spokesperson, AMAC, were unsuccessful, further fueling speculation and frustration among the affected parties.
Broadcasting
The challenge facing 95% of IT leaders when it comes to AI agents – and how to overcome it

By Linda Saunders, country leader and senior director solutions engineering Africa at Salesforce
Generative AI has transformed how people interact with technology through prompts, and the next frontier promises an even greater impact. As organisations refine their AI strategies, we are witnessing the next chapter of work and the emergence of digital labour with agentic AI.
Since the launch of Chat GPT many business leaders focused on what they thought was the right topic – the Large Language Models ( LLMs). But these models are quickly becoming a commodity, as each one races to build the best for a specific use case.
To truly unlock value from AI, you need to focus on everything around the model such as the orchestration, the low code / no code approach to building and refining, the metadata framework and a data engine that compliments the data strategy. It’s this platform advantage that is seeing agents across the globe stand up and deliver value with real data, leveraging real integration in a few short weeks.
To unlock the action and value of generative AI requires a deeply integrated and connected platform with a one code base, but this takes significant time and money to build unless you have already been empowering your human employees on the Salesforce platform. Our platform leverages everything you have built to empower your digital workforce. Its a win-win where even for those who are not quite ready for a digital workforce – will be unlocking their ability to pivot to an agentic workforce with every flow, cloud, integration and build – Ultimately future proofing their business.
Agentic technology is a multi-trillion-dollar industry opportunity. The agentic enterprise will operate with unprecedented independence capable of responding to queries and handling complex tasks autonomously. This autonomy will optimise workflows, drive innovation, and break down barriers related to the need for continuous human intervention.
By 2028, Gartner predicts that 33% of enterprise software applications will include agentic AI, up from less than 1% in 2024, allowing 15% of day-to-day work decisions to be made autonomously.
Yet, AI agents are only as good as the data they have. They need connected data—both structured and unstructured—to understand user queries and make informed decisions. That’s where integration and APIs come in, building a solid foundation for these agents.
While 93% of IT leaders are either implementing or planning to implement AI agents within the next two years, they face significant integration challenges that hold back the full potential of these agents.
According to the latest MuleSoft Connectivity Benchmark Report, which surveyed more than 1,000 IT leaders globally, 95% struggle with data integration across systems. On average, only 29% of applications are connected, which really affects the accuracy and usefulness of AI agents.
The report found that, on average, enterprise organisations are using 897 applications, and those with AI agents are using even more—1,103 applications. 90% of IT leaders say data silos are creating business challenges.
The more applications and AI models there are, the harder it gets to integrate everything. Data silos make it even tougher, limiting agents’ access to the data they need and leading to less accurate and useful outputs.
Disconnected data also places major strain on IT resources. IT leaders are looking for ways to boost efficiency and productivity, but they expect their teams’ workload to increase in the next year. Balancing current capabilities with integrating AI agents across hundreds of unique applications while maintaining those systems, is a real challenge.
To unlock the full potential of AI agents, businesses need to align their integration and AI strategies. APIs and integration solutions can simplify and unify data infrastructure, allowing AI agents to access critical data and interact with existing systems and automations. This can significantly improve IT infrastructure, enable data sharing across teams, and integrate disparate systems.
Organisations that have successfully integrated their data and systems using APIs are reaping the rewards: increased productivity (49%), faster response to business needs (49%), and higher revenue generation (45%). On average, half of an organisation’s internal software assets and components are available for reuse, which means companies can leverage their existing investments, instead of starting from scratch.
The reliance on IT teams highlights the need for a clear automation strategy, along with robust governance and monitoring to ensure everything runs smoothly and securely.
A well-rounded automation strategy is crucial for integrating AI effectively, but many teams are still working on theirs. One key part of this strategy is making AI accessible to non-technical users, which is essential for broader adoption and creating a solid foundation for employees to build on, and this is where agents are changing the game.
Every company, team, and employee will soon have an agent. But how useful is a team of agents if they can’t interact with other systems or agents to coordinate and take action across the entire business? AI must have a smooth handoff to a human, and if that transition isn’t well-coordinated and seamless, any benefits are quickly undone
As AI, integration, automation, and API use continue to drive transformation and performance, organisations that invest in these technologies to harness unlimited digital labour are best placed to stay agile, efficient, and ultimately succeed.
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Here’s Why We’re Investing In Building Nigeria’s Future Olympians – MTN

MTN Nigeria has reaffirmed its commitment to nurturing Nigeria’s future Olympians through the MTN Champs athletics competition, which kicked off its third season today in Benin City, Edo State.
The telecommunications giant aims to revolutionise grassroots sports development in the country, providing a platform for young athletes to showcase their talents and potentially represent Nigeria on the global stage.
Osaze Ebueku, Senior Manager, Go-to-Market at MTN Nigeria, emphasised the company’s long-term vision for the initiative. “Our message from day one has been clear. We’re building future Olympians for Nigeria,” Ebueku stated. He highlighted that MTN Champs is not just about competition, but about changing lives and providing opportunities that many young athletes wouldn’t have had otherwise.
The impact of the program is already evident, with five standout athletes from MTN Champs representing Nigeria at the Paris 2024 Olympics. This achievement, coming just two years after the program’s inception in 2023, demonstrates the initiative’s effectiveness in fast-tracking talent from grassroots to global competitions.
Season 3 of MTN Champs has attracted 2,056 registered athletes to participate in Benin City alone, according to Bambo Akani, founder and CEO of Making of Champions, MTN’s partner in executing the championship. The competition will span three cities – Benin (March 13-15), Lagos (April 9-12), and Uyo for the Grand Final (April 30-May 3) – with a total of 7,000 athletes expected to participate across all locations.
Osaze Ebueku, Senior Manager, Go To Market at MTN, likened their approach to spotting “rough diamonds” and refining them into world champions. “We are on this journey for the long haul, working with our partners to elevate the standard of athletics in the country,” Ebueku explained.
The initiative has garnered support from state governments, with Edo State Governor Senator Monday Okpebholo approving the use of the Samuel Ogbemudia Stadium and providing logistical support for the event. This collaboration underscores the growing recognition of MTN Champs’ potential to transform Nigeria’s athletic landscape.
As the competition unfolds, all eyes will be on the tracks of Benin, Lagos, and Uyo to witness the emergence of Nigeria’s next generation of athletic stars. MTN Champs continues to provide not just a competition, but a comprehensive platform for talent discovery, development, and the realisation of Olympic dreams for young Nigerian athletes.
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