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Why the End-to-End Journey Matters to Customers

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Gone are the days when the customer purchasing journey was a simple, neat linear one from point A to B. Indeed, the process between these two points has become a great deal more complex with the wide array of technologies and purchasing channels available to modern customers.

Think about it. If you want to buy a household appliance like a washing machine, for example, or book a service online, how likely is it that you’ll head straight to the nearest appliance store, or book the very first service you come across while online?

Chances are you’ll start with a search and compare reviews and prices across multiple sites. You might even check customer reviews to see what other people have to say about a service or product, before deciding whether or not it’s worth paying for.

In between becoming aware of a service or a product and deciding to pay for it, a customer can go on several searches, make mistakes, abandon the process before picking it up again, and switch channels. It’s still a journey, but more of a complicated path with twists, turns and detours.

The importance of a customer’s end-to-end journey is well-established in a number of industries, particularly those in the services space. These businesses know that, once they’ve landed a customer, they have to work hard to attract and retain them.

In a world where online is taking an increasingly large slice of the retail pie (data shows that e-commerce spending in Nigeria is growing so rapidly that it’s expected to outperform the global average), companies that understand that the customer journey starts long before they decide to buy something and ends a long time after they’ve paid for the product or service, will be rewarded.

“The key is to constantly look at how to offer real customer value, with a special focus on being there if and when a customer needs you,” says Awazi Angbalaga, Country Manager for SweepSouth, an online home services company through which customers are able to book domestic workers to clean their homes.

“Being able to quickly find a reliable and efficient domestic worker has long been a problem for many people. SweepSouth offers a quick and convenient way to book a trustworthy, thoroughly vetted and excellent cleaner for a time and day that best suits you.” says Angbalaga.

“Clients love the fact that not only do we provide good service, we provide them accountability that was otherwise lacking in other working arrangements they have had in the past to solve for their home cleaning needs. Customers can give SweepStars (the workers on the SweepSouth platform) ratings for other clients to see. We also have a support team on standby if a problem occurs.

Angbalaga adds that the company is well aware that customers are also more likely to recommend brands that have given them a good customer experience to friends and family, making it a crucial way of growing the customer base and revenue.”

The rewards for ensuring that customers have the best possible experience at every point in their journey are significant. Research shows that not only are customers willing to pay more for a great customer experience but that they’ll remain loyal too. That’s crucial, given that up to 65% of a company’s business can come from existing customers.

Companies can reap those rewards if they put in the effort to ensure that the customer has the best possible experience throughout their journey and beyond. And in a world where customers have an array of choices available to them, providing those kinds of experiences isn’t just a nice-to-have, it’s an imperative.


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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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Goodnews Naija Podcast Emerges as a Platform for Positive Nigerian Storytelling

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Goodnews Naija Podcast has been identified as one of Nigeria’s podcast platforms to watch, gaining attention for its consistent focus on positive storytelling and uplifting narratives from across the country.

Launched on 1 October 2024, the podcast spotlights inspiring stories, progress-driven conversations, and everyday Nigerian wins often overlooked in mainstream media. With a weekly release schedule and a values-led editorial approach, Goodnews Naija has built a growing audience within and outside Nigeria.

“At a time when negative headlines dominate global perceptions, we believe positive Nigerian stories deserve global visibility,” said Host, Damilola Kehinde. “Goodnews Naija exists to balance the narrative by highlighting hope, resilience, and progress.”

According to Producer, Memunat Olayemi Oladepo, the platform was intentionally created to reshape how Nigerian stories are told. “Goodnews Naija was built as a counter-narrative,” she said. “We are deliberate about amplifying stories that reflect the resilience, innovation, and optimism thriving across the country.”

As global interest in African creators grows, Goodnews Naija Podcast is positioning itself as a platform contributing to a more balanced and human narrative about Nigeria.


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Security Forces Probe Use of Drones by Terrorists

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The military high command at the weekend said it has commenced a full investigation into the use of drones by terrorists to carry out attacks.

Security Forces Probe Use of Drones by Terrorists

This is part of ongoing efforts to end insurgency in the country.

Major-General Michael Onoja, director of Defence Media Operations (DDMO), , disclosed this in Abuja while briefing defence correspondents on the achievements of troops of the Armed Forces of Nigeria and other security agencies across various theatres of operation nationwide.

He said the investigation is being conducted in collaboration with other relevant security agencies to identify the sources of the drones and halt their deployment by non-state actors.

According to him, concrete actions are expected to emerge in the coming days or months, as agencies with the technical capacity to counter drone deployment have been fully engaged.

“We have reached an advanced stage in taking measures, in conjunction with other federal government agencies, to trace where these drones are coming from. I believe that in the next couple of days or months, concrete action will emerge on what we intend to do,” Onoja said.

In recent months, terrorists operating in the North East have increasingly deployed sophisticated drones in attacks on civilians and security personnel, raising concerns over the evolving tactics of insurgent groups.

The development has also generated questions among security experts and the public over how the drones are being sourced and the channels through which they enter the country.

Responding to allegations circulating on social media that soldiers manning checkpoints in Bauchi State were being compelled to remit weekly sums to their commanders, Onoja said the claims remained mere allegations.

He stressed that the military is a transparent institution and assured that investigations would be conducted if verifiable details were provided.

On the return of Nigerian refugees from Cameroon, Onoja said the development reflects the success of military operations in restoring security to affected communities.

“The military, in conjunction with the Federal Government, has done everything within its capacity to ensure the necessary security in those areas. The return of refugees is a clear measure of operational success,” he said.

On operational achievements, Onoja disclosed that within the month of January 2026 under review, troops across various theatres killed several terrorists, arrested 452 suspected terrorists, kidnappers and other criminal elements, rescued about 284 kidnapped victims, while 124 terrorists and their family members surrendered to troops.

He added that troops also recorded major successes against oil theft, recovering 210,300 litres of crude oil, 66,725 litres of diesel, 660 litres of kerosene and 5,000 litres of petrol.

In addition, 53 illegal refining sites were discovered and destroyed during the period under review.

Providing updates from various theatres, Onoja said that in the North East, troops under Joint Task Force Operation HADIN KAI sustained operational momentum by denying Boko Haram, Islamic State West Africa Province (ISWAP), and Jama’atu Ahlis Sunna Lidda’awati wal-Jihad terrorists freedom of action.

He said ground troops, working alongside the Air Component, hybrid forces and local security groups, conducted aggressive operations, neutralising terrorists, arresting informants and logistics suppliers, recovering weapons, and dismantling terrorist networks.

“During the month, troops conducted operations in Gwoza, Damboa, Mobbar, Askira Uba and Konduga Local Government Areas of Borno State. Similar operations were carried out in Michika and Damaturu LGAs of Adamawa and Yobe States, respectively. During these encounters, scores of terrorists were neutralised, 17 were arrested, and 12 kidnapped victims were rescued. Recovered weapons and suspects are in custody for further action,” he said.

In Plateau State, Onoja said troops of Operation ENDURING PEACE responded to distress calls on terrorist activities, conducting offensive operations across Plateau and parts of Kaduna State.

According to him, several extremists were neutralised during firefights, 86 other criminals were arrested, and 24 kidnapped victims rescued, while arms and ammunition were recovered.

In the South-South, Onoja said troops of Operation DELTA SAFE intensified operations against crude oil theft, sea piracy and militancy.

“They dismantled 53 illegal refining sites, arrested 81 oil thieves and other criminals, and recovered assorted arms and ammunition. Air reconnaissance missions also led to the interception and destruction of vessels involved in the illegal syphoning of petroleum products across the Niger Delta,” he said.

He added that troops of Operation UDO KA recorded notable gains across Abia, Anambra, Ebonyi, Enugu and Imo States, with over 80 militants surrendering, 72 arrests made, and 11 kidnapped victims rescued.

Eight Cameroonian nationals were also rescued during cross-border patrols along the Bakassi waterways, while a significant reduction in crime was recorded across the region.

Reaffirming the Armed Forces’ resolve to sustain pressure on criminal elements, Onoja said the military would continue to strengthen inter-agency collaboration and work closely with local communities to ensure lasting peace and stability.

He reiterated the Chief of Defence Staff’s mantra, “See something, say something,” urging Nigerians to provide timely and credible information to security agencies.

“With the continued support of the media and the Nigerian public, the Armed Forces of Nigeria remain confident of defeating all threats to national security,” he said.

 


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First Trustees to Host 8th Islamic Estate Planning Clinic in Abuja

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First Trustees, a subsidiary of First HoldCo Plc., and a leading provider of trust solutions for individuals, corporates, and government institutions, is proud to announce its 8th Islamic Estate Planning Clinic, scheduled to take place on February 7, 2026, in Abuja, Nigeria.

This highly anticipated forum is designed to educate and empower participants on structuring Islamic wealth transfer in today’s evolving world. The Clinic will provide practical guidance on how to secure and preserve legacies in accordance with Islamic principles, ensuring that wealth is managed and passed on responsibly across generations.

The event is being hosted in partnership with The Metropolitan Law Firm and will feature an esteemed lineup of speakers, including: Professor Isah Ali Pantami, Former Minister of Communications and Digital Economy; Professor Adam Abubakar, ESQ, Professor of Islamic Banking and Finance, Yobe State University; Professor Dauda Abubakar, Founder and Director, Dawood Research Institute; HE Aisha Babangida, Chairperson, Better Life Program for the African Rural Woman; Ummahani Ahmad Amin, Managing Partner, Metropolitan Law Firm; Barrister Mohammed Yunusa, Partner at The Metropolitan Law Firm; Ismail Rufai, Managing Director/CEO, One17 Financial Services Limited; Mutiat Olatunji, Al-ameen Trustees Limited; and Rotimi Obende, Head, Private Trust, First Trustees Limited.

Together, these thought leaders will share insights on the importance of Estate Planning within Islamic law, highlighting strategies for safeguarding family wealth and ensuring continuity.

First Trustees remains committed to providing innovative trust solutions that help clients preserve their legacies while staying true to their values.


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