Broadcasting
Three Reasons Why Customer Experience isn’t Just About Existing Customers
By Hyther Nizam, President MEA, Zoho Corporation
In today’s hyperconnected world, a bad shopping experience can drive a potential consumer to a competitor. While product and pricing used to be sufficient to separate a business from its competitors, this is no longer the case. Today’s consumers place a premium on speed, convenience, and professional and friendly service.
According to a 2018 PwC survey, consumers are willing to pay a premium for an amazing customer experience, and disgruntled customers are much more inclined to transfer their business elsewhere than to seek to remedy a terrible experience.
When people talk about customer experience, they frequently refer to existing customers. After all, it is substantially easier to market new products and services to existing clients than it is to acquire new ones. This is not to say that businesses should focus exclusively on existing customers. It is important for business growth to gain new clients, and customer experience (CX) plays a critical part in this process.
Optimise experiences for repeat customers
Remember that CX encompasses the totality of a customer’s journey (or journeys) with a brand or business. That means organisations have to understand what a customer experiences, right from the moment they feel the need to purchase and notice available options, to the subsequent research they do, zero in on your product/service, and make their final buy. Beyond this, organisations need equally to ensure that each part of the journey is optimised to draw in new customers and retain their loyalty post-purchase with a delightful after-sales experience that turns them into repeat customers.
A potential customer enters the experience economy the moment he/she feels a psychological need for a product/service and decides to act on it. For organisations, this is the first organic CX touch-point. In today’s digital world, this touch-point can take the form of online advertising, appealing SEO-optimised websites, video testimonials, live chat, and sign-up forms. It’s clear that a good CX begins with impact-driven content that helps prospects find their way to what you have to offer.
It’s additionally important to remember that, while we might once have thought of the customer journey as linear, it’s increasingly obvious that this is not the case. A potential customer may go on tangents, get distracted and take breaks, and change the channels they’re using for research or to sign up as a customer. Organisations have to be able to cater to this non-linear approach while providing a consistently good experience if they’re going to keep attracting new customers.
Consider the generational shift in CX plans
Organisations also need to be cognizant of the fact that there’s a generational shift when it comes to customer experience. A recent survey shows, for example, that 51% of the Gen Z respondents ranked social media presence as the second highest factor, after “providing superior product/service quality”, for brands to maintain relevance; on the other hand, only 13% of Baby Boomers listed social media presence; moreover, 78% of Gen Z buyers said they research or look at customer reviews most of the time before purchasing from a new brand. Gen Zs are also more likely to identify “not being able to find the information I need online” as one of the most egregious examples of bad customer experience. Younger customers are additionally more likely to use community forums, in-app messaging, and webchat.
It’s pivotal, therefore, for organisations to understand this generational shift and bake it into their CX strategies. This helps design a well-rounded approach that’s considerate of traditional practices but at the same time forward-looking, which ensures that organisations don’t get left behind. To achieve this balance, organisations should look to move towards a true omnichannel approach, which provides seamless, high-quality experiences within, between, and across channels.
Build exceptional digital experiences
Research from Gartner shows that today, nearly half of customers can’t tell the difference between most brands’ digital experiences (DX), and as a result, 58% of customers also believe that DX does not impact what they end up buying. However, according to Gartner, a course-changing DX can positively impact brand preference by 37% and behavioural advocacy by 54%.
Customers expect brands to meet them where they are and creating digital experiences enables businesses to engage with potential new customers in meaningful ways. Digital experiences can help companies stay ahead of their competition and thrive in an ever-changing environment by providing 24/7 customer service and support and tailored offerings and interactions.
Canal+ is to cut jobs at MultiChoice as part of a sweeping restructuring plan aimed at stabilising the African pay-TV operator, following years of operational and financial pressure.
The move comes alongside a planned $115 million capital injection, underscoring the urgency of efforts to revive the business after the French media group took control.
The planned layoffs are expected to form a core element of a broader cost-cutting and efficiency drive, as Canal+ seeks to streamline MultiChoice’s operations and improve profitability.
The restructuring signals a shift toward leaner operations, with a focus on eliminating redundancies and optimising the company’s cost base.
MultiChoice has struggled in recent years with declining subscriber numbers across key African markets, weighed down by macroeconomic pressures, currency volatility, and changing consumer behaviour.
The rise of global streaming platforms has intensified competition, chipping away at the company’s traditional pay-TV dominance.
Canal+’s intervention marks a pivotal moment for MultiChoice, reflecting a more aggressive approach to repositioning the business.
By combining fresh capital with structural reforms, the new owners are aiming to both stabilise short-term performance and lay the groundwork for longer-term growth.
The $115 million injection is expected to provide immediate financial relief, supporting operations and potential strategic initiatives.
However, the accompanying job cuts highlight the depth of the challenges facing the company and the scale of transformation required to restore competitiveness.
Nigeria has ranked first globally in the ownership of the two largest stablecoins, Tether (USDT) and USD Coin (USDC), reflecting the country’s growing reliance on dollar-linked digital assets.
USDT, USDC
Stablecoins such as USDT and USDC are designed to maintain a fixed value against the U.S. dollar, allowing users to store money digitally while avoiding the price volatility associated with cryptocurrencies like Bitcoin.
According to the 2026 Stablecoin Utility Report released by BVNK, about 59 percent of Nigerian crypto users hold USDT, while 48 percent own USDC, giving the country the highest combined ownership rate among all nations surveyed.
The report placed Nigeria ahead of several major economies, including Australia and India, highlighting the country’s strong adoption of dollar-denominated digital assets. Australia ranked second with 34 percent USDT ownership and 29 percent USDC, while India placed third with 30 percent USDT and 27 percent USDC holdings.
The study also examined adoption levels across other regions. Countries such as Colombia and Singapore showed strong usage of both stablecoins, while adoption levels were also notable in South Africa and the United States.
Other markets included in the analysis were Philippines, Thailand and Argentina, where stablecoin ownership has also increased significantly. Among European economies, the report said France and Germany showed moderate levels of adoption, while Latin American markets such as Mexico and Brazil recorded smaller but growing usage rates.
The United Kingdom also appeared in the ranking with modest levels of stablecoin ownership. The report noted that USDT ownership exceeds USDC in many countries, including Nigeria, Australia, India, Singapore, the Philippines, Thailand, Argentina and France.
However, USDC is often viewed as a more compliance-focused stablecoin because of its stronger transparency and regulatory alignment. In some markets, including South Africa, Colombia, Germany and Brazil, the report found that USDC adoption slightly exceeds USDT.
More broadly, the data suggests that stablecoin adoption is being driven largely by emerging economies rather than advanced financial markets. According to the report, countries such as Nigeria, Argentina and the Philippines are among the biggest users of stablecoins, where people increasingly rely on dollar-pegged digital assets to protect savings from currency volatility and facilitate cross-border payments.
Spotify has unveiled Nigeria-specific data from its annual Loud & Clear report, highlighting how Nigerian artists generated more than ₦60 billion in revenue from the platform alone last year, amid explosive growth in streams, local consumption, and global discovery.
The report, which analyzes millions of data points to illuminate music streaming economics, shows Nigerian artists’ revenue surged over 140% in the past two years.
This boom stems from rising global appeal and stronger domestic engagement, with 30.3 billion streams and 1.6 billion listening hours on Spotify in 2025. First-time discoveries of Nigerian music hit 1.3 billion, up 26% from 2024.
Locally, Nigerian tracks dominated Spotify Nigeria’s Daily Top 50, accounting for over 80% of features, while consumption of homegrown artists jumped 170% year-on-year.
“Nigeria’s music scene thrives on creativity, innovation, and global influence,” said Jocelyne Muhutu-Remy, Spotify’s Managing Director for Africa. “Loud & Clear spotlights how artists are forging sustainable careers and deepening local ties.”
Key highlights include:
55% year-on-year growth in local streams for Nigerian female artists.
75% surge in streams for independent Nigerian artists.
Independents and indie labels earning 58% of all royalties from Nigerian artists on Spotify.
Spotify’s editorial playlists featured nearly 2,000 Nigerian artists in 2025, boosting visibility. Nigerian music appeared in 320 million global user playlists and over 12 million in Nigeria, totaling more than 60 million playlists worldwide.
The report also notes evolving tastes, with top-growing genres in Nigeria over five years including pop urbaine, alternative pop, anime, emo, and drill.
For full details, visit spotify.com/loudandclear.
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