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Three Reasons Why Customer Experience isn’t Just About Existing Customers

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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.


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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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Simi to Feature on Glo Sponsored African Voices

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This week, the incredible talents of Nigerian singer, songwriter, and actress Simisola Bolatito Kosoko, better known by her stage name, Simi, will be highlighted on African Voices Changemakers, an interview program sponsored by Globacom on Cable News Network (CNN).

Simi began her career initially as a gospel singer. Her debut studio album, “Ogaju”, was released in 2008. After she got a record deal with X3M Music in 2014, she released the album “Tiff,” which was nominated for a 2015 Headies Best Alternative Song award.

Her debut studio album, “Omo Charlie Champagne”, Vol. 1, was released to mark her 31st birthday on April 19, 2019, and her second album, “Simisola”, was also released the same year. She became the CEO of her own label, Studio Brat, which she launched in June 2019.

Simi was one of the judges of the Season 7 of the Nigerian idol TV show in 2022.

Mother of a girl named Dejare, Simi married popular musician, Adekunle Gold in 2019 having graduated from Covenant University in Ota, Ogun State. Some of her works include “Joromi”, “Know You”, “Jericho”, and “Duduke”.

On Saturday at 8.30 a.m., the 30-minute magazine show will air on the global channel. Reruns can be seen on Saturday at noon, Sunday at 4.30 a.m., and Sunday at 7:00 p.m. Another rerun will air at 4 a.m. on Monday of the following week, 8.30 a.m. and 12 p.m. on Saturday, and 7 p.m. and 9.30 p.m. on Sunday.


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Canal+ Offer for MultiChoice Gains Shareholders’ Support

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Some MultiChoice shareholders have expressed relief at the offer by Canal+ to buy Africa’s pay TV giant for $2.9 billion, essentially viewing the potential deal as a vehicle for them to be rescued from an investment that has turned sour.

Canal+ Offer for MultiChoice Gains Shareholders’ Support

On April 8,, the deal inched closer to being cemented when the board of MultiChoice agreed to cooperate with Canal+, a sign that it was warming to a tie-up with France’s broadcasting conglomerate.

The board initially rejected the offer by Canal+ to buy the MultiChoice shares that it does not already own for R105 each, saying it was too low and undervalued the company’s growth prospects.

But MultiChoice has been convinced to reconsider its position after Canal+ improved the offer to R125 per share. Canal+ already owns 40.01% of MultiChoice shares on the JSE and wants to pay R35-billion to buy the rest of the company and take control of it.

The next big test is whether MultiChoice shareholders will support or reject Canal+’s offer, which requires support from 90% of shareholders to get the multibillion-rand deal over the line.

Daily Maverick canvassed the views of MultiChoice shareholders and industry players about the merits of the deal and whether they planned to throw their weight behind it when it comes up for a vote in the coming months.

Early indications are that some shareholders view the deal as a blessing and an opportunity to bail out from their investment in MultiChoice.

Before Canal+ made a move on MultiChoice, the latter’s share price had been down by 22% as its operations came under pressure from declining DStv subscriber numbers and intense competition from streaming services such as Netflix, Amazon Prime and Disney+.

Its earnings have also taken a hit of billions of rands because of the depreciation of African currencies against the US dollar, especially the Nigerian naira.

MultiChoice also had a run-in with regulators; in Nigeria, it ran into problems relating to outstanding tax payments. In South Africa, competitors including the SABC and eMedia (the owner of e.tv) have complained to regulators, accusing MultiChoice of anti-competitive behaviour and using its dominant position to restrict access to its broadcasting platforms and dictating restrictive licensing agreements.

The investment community response

Anthony Sedgwick, the cofounder of Abax Investments, was withering in his assessment of MultiChoice’s investment prospects. “Put frankly, we were relieved to see Canal+ finally step up and bail us out of the position,” he said.

According to MultiChoice’s latest annual report, Abax Investments held 0.34% of its shares. But Abax recently sold those shares, taking advantage of MultiChoice’s 25% share price jump since Canal+ initially tabled its buyout offer in February.

“We think Multichoice is a great business that produces an incredible variety of content, creates opportunities for so many talented people, supports a huge variety of good causes and is a real South African business champion.

“But it operates in unfriendly regulatory countries … and faces some headwinds from hard currency priced content and broadcast costs,” Sedgwick said.

Asief Mohamed, the chief investment officer of Aeon Investment Management, shared Sedgwick’s concerns about MultiChoice.

“My guess is that the other shareholders will likely accept the R125 offer. Governance has for a long time been a concern of some shareholders, including ourselves,” Mohamed told Daily Maverick.

MultiChoice’s latest annual report puts Aeon’s shareholding in it at 0.43%.

Merits of the deal

Canal+ has argued that the aim of buying MultiChoice would be to combine both businesses to create an entertainment giant that can survive a market facing intense competition and declining advertising revenue.

A combined Canal+ and MultiChoice will boast media businesses in many African countries, from South Africa and Nigeria to Senegal and Cameroon.

Not all investors are pessimistic about MultiChoice, its business fundamentals and investment prospects. In fact, when MultiChoice ran into tax troubles in Nigeria in July 2021, which precipitated a steep decline in its share price (to a low of R115), Argon Asset Management saw it as a buying opportunity. It bought MultiChoice shares and has since maintained its holding in the company to about 0.41%.

Asked why Argon remained bullish about MultiChoice, the asset management firm’s equity analyst, Richard Court, said: “Simplistically, there are two parts to MCG [MultiChoice Group]. There is the mature South African business, which, for the most part, was highly profitable and cash-generative.

“Then there is the business that MCG is building in the rest of Africa, which was actually a drag on profitability, and it was still quite small in the life of MCG from a bottom-line perspective. Nigeria takes up a lot of the bandwidth.

“We think the market was overly pessimistic on the prospects of the rest-of-Africa segment. We thought the market was overreacting to the possibility of a tax penalty coming out of Nigeria. The share price fell back and we just took the buying opportunity. We thought that MCG share was worth more than the levels at the time.”

Court said MultiChoice had managed to defend its premium TV segment (consumers who subscribe to DSTV premium packages) despite the arrival of international streaming services in South Africa.

“It did quite well in the lower segment and in the lower-cost offerings by growing subscriptions in those markets. Management was doing the right thing strategically and executing quite well on that strategy,” he said.

MultiChoice’s investments into Showmax strengthened its defence position, he said.

Argon’s house view is that Canal+’s R125 offer undervalues MultiChoice and its growth prospects.

“At the moment, we are unlikely to accept at R125. In a few years from now, if they’re able to build Showmax and if Nigeria stabilises, which we can’t say when, then I think the outlook for MCG is going to be a lot rosier than what it is now. I think the market would recognise that and that should reflect in the share price,” Court said. He was unwilling to comment on what he thought would be a fair offer from Canal+.

Canal+ said the media industry in which MultiChoice was operating “is becoming increasingly globalised and competitive, with regional media companies having to compete with the firepower of global media titans, with enormous resources to invest in content, marketing and technology…”

With a customer base of 22 million, MultiChoice’s growth strategy involves investing in local and international content for its streaming service, Showmax, and Canal+ is likely to provide capital to fund the growth.

Peter Takaendesa, the head of equities at Mergence Investment Managers, has argued that only companies with scale and a strong balance sheet are likely to survive changes in the entertainment industry.

“Canal+ and MultiChoice can leverage content and financial strength. However, there is still no guarantee of success, as the fight against global streaming giants is intense.”

Other large MultiChoice shareholders are yet to opine on the deal. They include the Public Investment Corporation (PIC), which holds 13%, M&G Investments (more than 7%) and Allan Gray (6%). Allan Gray declined to comment to Daily Maverick, and M&G and the PIC were not available to do so.

Another MultiChoice shareholder that is not ready to express its view on the Canal+ deal is Sanlam Investments, which has a 1.9% interest in the broadcasting company. Sanlam said it opted not to express its stance or intentions “considering the sensitive nature of ongoing negotiations” pertaining to the deal.

“While we understand the importance of transparency and accountability, we believe it is essential to maintain confidentiality and prudence when dealing with such matters,” Sanlam said.

The MultiChoice-Canal+ deal is likely to take two years to be completed, as it still requires regulatory approval.

Credit: Daily Maverick

 

 

 


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FemyWalsh Set to Launch FM Radio in Lagos

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FemyWalsh Limited, media conglomerate, is set to launch its flagship FM terrestrial radio station as it receives its licence from the National Broadcasting Commission (NBC).

FemyWalsh Set to Launch FM Radio in Lagos

This adds yet another media asset to the FemyWalsh group, which already comprises SOUQ News TV, Walsh Radio Online, Terminal Seven Audio-Visual Studio and Walsh Photography.

Victor Walsh Oluwafemi, company CEO, and Dr Idahosa Osamhanze, vice president, were presented with the operational licence by Mr Charles Ebuebu director general NBC at the commission[s  office in Abuja.

This move marks a significant expansion in FemyWalsh’s media footprint and paves the way for broader audience engagement and impact. With the addition of this new licence, FemyWalsh is poised to reach even more viewers and listeners across Nigeria.

The company’s commitment to delivering high-quality content and innovative programming remains unwavering.

According to Oluwafemi, acquiring the terrestrial FM radio licence underscores the group’s ambition of being the largest and most impactful media network across Nigeria, as well as the African region.

“Getting into the terrestrial radio space and securing the operational license represents a pivotal moment for the FemyWalsh group as we continue to evolve and innovate in the media landscape. Radio has long been a powerful medium for reaching diverse audiences, and we are thrilled to leverage this platform to amplify further our mission of empowering SMEs and driving economic growth in Nigeria.”

For his part, Osamhanze, who is the Vice President of the organisation, also made it known that this was a dream come true, and a representation of the company’s dedication to the long-term development of the Nigerian media space. “With this new initiative, FemyWalsh Limited is poised to make a significant contribution to the future of Nigerian media. We are thrilled for the opportunity to foster a thriving media landscape for years to come.”

FemyWalsh Limited is the owner of SOUQ News TV, a digital satellite channel licensed for broadcast in Nigeria and the United Arab Emirates.

The radio licence acquisition comes at a time when SOUQ News TV is experiencing rapid development and expansion, building on its established reputation for excellence in journalism and commitment to serving its viewers.

 

 

 


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