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.
QNET, a global leader in direct selling focused on wellness and lifestyle products, firmly disassociates itself from any unlawful activities being conducted by unauthorized individuals or entities fraudulently using the QNET name to mislead and exploit members of the Nigerian public.
These concerns have resurfaced following the arrests of several suspects in Niger State and the Federal Capital Territory, Abuja.
QNET commends the Economic and Financial Crimes Commission (EFCC) for its actions in apprehending those responsible and is actively supporting the authorities to prevent further misuse of its brand.
QNET Says NO to Brand Misuse and Criminal Misrepresentation
QNET is a 27-year-old international direct selling company offering wellness and lifestyle products through a network of independent distributors.
These individuals are customers who have purchased QNET products and have chosen to build their own direct selling business using our platform. They operate independently and are not employees of QNET.
Unfortunately, certain third-party entities such as Mighty Infinity Millionaire Ltd, that have no affiliation to QNET, and operate without our oversight or recognition, have grossly misrepresented the QNET business model and acted in a manner that is in no way a representation of QNET business ethics or values.
We unequivocally state that such entities and individuals are not affiliated with or endorsed by QNET. QNET reiterates that Transblue Nigeria Limited remains our sole partner in Nigeria.
Operating Within Legal and Ethical Boundaries
In Nigeria, QNET operates strictly within the legal and regulatory frameworks through our official local partner, Transblue Nigeria Limited. We remain committed to ethical business practices and protecting both our brand and the public from exploitation. We urge members of the public to remain vigilant, verify the authenticity of individuals or entities claiming affiliation with QNET, and report any suspicious activity to the appropriate authorities.
Statement from QNET’s Regional Leadership & Legal Nigerian Partner
Responding to the fraudulent activities being perpetrated in QNET’s name, Biram Fall, Regional General Manager of QNET for Sub-Saharan Africa, states, “We are extremely disturbed by the way unscrupulous individuals have misused the QNET brand to deceive innocent Nigerians with false promises. At QNET, our values are rooted in honesty and empowering people to build better lives through genuine means. We remain committed to supporting law enforcement agencies in their efforts to bring these fraudsters to justice and encourage the public to verify any claims of affiliation with QNET before getting involved.”
To avoid further confusion, QNET wishes to emphasize the following:
● QNET does not operate or endorse any physical or online university under the name “Q-University” in Nigeria. QNET is part of a larger business conglomerate that operates the Quest International University in Malaysia, which does not have any overseas campus.
● QNET is not involved with online medical courses or academic institutions in Nigeria.
● QNET does not support or condone recruitment-driven models that promise employment, scholarships, or guaranteed returns unrelated to the legitimate sale or purchase of QNET products.
● QNET strongly condemns the unauthorized use of our intellectual property – including company logos, founder portraits, and promotional materials – by fraudulent actors aiming to mislead the public.
QNET’s Awareness Creation and Consumer Protection Efforts
Since entering the Nigerian market in 2022, QNET with the support of our local partner, Transblue Nigeria Limited, have prioritized financial literacy and consumer protection. In November 2023, we launched the Say NO! Awareness Campaign to educate the public about scams and promote responsible entrepreneurship. The campaign has reached thousands through multilingual billboards, radio messages, educational pamphlets, and online platforms. As part of this campaign, the Federal Ministry of Labour and Employment (FMLE) and the Lagos State Consumer Protection Agency (LASCOPA) were also engaged.
Cooperation with Law Enforcement
QNET expresses its full support and appreciation for the EFCC’s efforts to protect citizens and crack down on cyber and financial crimes. We are actively cooperating with the Commission in its investigations and are committed to further educating the public on the nature and values of QNET’s legitimate operations.
Public Advisory: How to Stay Safe
To protect yourself from scams falsely linked to QNET:
● Verify all QNET-related information at: www.qnet.net
● Report suspicious activity via email: [email protected] or WhatsApp: +233 256 630 005
● Learn how to identify scams at: www.saynocampaign.org
QNET remains fully committed to ethical business practices and transparency. We stand with Nigerian authorities in protecting citizens from fraud and will continue to cooperate fully to bring those misusing our brand to justice.
Eedris Abdulkareem, veteran hip hop artiste, is showing no signs of backing down as he hints at releasing another protest song, shortly after his last track was banned by the National Broadcasting Commission (NBC).
Eedris Abdulkareem, veteran hip hop artiste
He recently again stirred the political waters as he hinted at the release of a new protest song, only weeks after his controversial track Tell Your Papa was banned by the National Broadcasting Commission.
The outspoken musician took to social media on Wednesday, April 16, 2025, to share an animated cover design with the words “3 Arms of Government,” suggesting the theme of his upcoming release.
Though the title remains undisclosed, the post was captioned simply with “Stay tuned,” fueling speculation that another hard-hitting social commentary is on the way.
Abdulkareem, known for his unapologetic political views, recently described the NBC’s decision to ban Tell Your Papa as hypocritical. Undeterred by censorship, he appears set to continue using music as a platform to criticize injustice and demand accountability.
The rapper also recently reaffirmed the relevance of his classic hit Jaga Jaga, stating that it would remain the country’s “second unofficial national anthem” until key issues like security, electricity, and governance are addressed.
With another protest song on the horizon, fans and critics alike are bracing for what may be Eedris Abdulkareem’s most direct political message yet.
In celebration of the Easter season, MultiChoice has announced the launch of a dedicated Easter Pop-Up Channel, offering DStv and GOtv subscribers across Nigeria the chance to experience live broadcasts of key Easter events and services from the Catholic Archdiocese of Lagos.
The special channel, which runs from Thursday, April 17 to Monday, April 21, will be available on DStv channel 196 and GOtv channel 28, bringing the significance and beauty of Easter directly into viewers’ homes.
Throughout the Easter period, the channel will broadcast a rich lineup of live religious events. The programming begins on Thursday, April 17, with the Chrism Mass in the morning, followed by the Mass of the Last Supper in the evening.
On Good Friday, April 18, viewers can join in the Good Friday Tenebrae and the Seven Last Words service, followed by the Stations of the Cross from St. Gregory’s, and later the Passion Service.
The spiritual journey continues on Saturday, April 19, with the Easter Vigil Mass late in the evening, leading into the Easter Sunday Mass on April 20. The channel’s special programming concludes on Monday, April 21, with the Easter Monday Mass from Galilee.
This dedicated pop-up channel is designed for those who may be unable to attend church services in person, as well as for anyone seeking to deepen their spiritual observance during the Easter holidays. By broadcasting these significant events, MultiChoice reaffirms its commitment to providing content that resonates with the cultural and religious values of its viewers.
Subscribers are encouraged to tune in to DStv channel 196 and GOtv channel 28 throughout the Easter period to take part in these important religious celebrations from the comfort of their homes.
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