4 Methods of Meeting Customers At Their Pain Points Instead Of Just Selling


Every business is founded to solve a customer problem, and the vast majority of products and services are designed to alleviate a specific customer pain point. But it is still important to let each customer know how their specific problems are being solved.

One of the best ways to build brand credibility is to understand a customer’s journey and build long-term relationships with them. In this article, we ask industry professionals how they meet the needs of their customers.

Build engagement with customers

It’s no secret that we live in a time of unprecedented technological acceleration. Nowhere is that more true than in the customer experience space. Things that, ten years ago, seemed completely impossible are now commonplace and almost expected.

“Many organisations want to make changes in line with accelerations in technology and customer experiences, but the range of options available out there stops them from even starting, or worse, they settle for an option that they deem to be “good enough,” comments Brent Haumann, Managing Director at a digital communications firm, Tilte.

Importantly, however, is that as technology accelerates, so do customer expectations, and what was considered good enough yesterday is not good enough for tomorrow. It is critical that organisations aim to meet and even exceed these expectations because if they don’t, their competitors will happily oblige.

“The problem is that engaging customers is not about sending an email or introducing a chatbot.” Anyone can do that. It’s about how to get your customers to actually engage with your brand and build a loyal relationship that will see their customer lifetime value grow. This is a lot more difficult and requires expertise in these spaces.” concludes  Haumann

Enhance the user experience

While the use of technology to streamline customer-facing processes is an integral part of SME growth, the user experience of such technology can often become a pain point for the business if the right tool is not chosen.

“While SMEs need technology to reduce manual tasks and automate repetitive processes, complicated software packages and platforms can be more of a hindrance than a help. “In fact, as many as 70% of startups fail within the first five years, according to research from the University of the Western Cape, because they don’t have the technical support they need to get the basics done,” says Andrew Bourne, Regional Manager, Africa – Zoho Corporation.

Integrated, seamless solutions need to meet the needs of the user, regardless of the scale of the business. This means having a full-featured Customer Relationship Management (CRM) system that will improve the user experience and enhance customer service.

Provide access across borders

It’s no secret that mobile money has revolutionised the financial services industry, allowing individuals to transact within and across borders – opening up a world of possibility for small business owners on the continent.

However, consumer pain points such as a lack of access to financial services, high transaction costs, and regulatory requirements still hurt interoperability and the cross-border payments innovations that are key for scaling access across Africa.

Remittances, for example, are important to African countries, but the cost of intra-African money transfers still remains high. In South Africa, the average cost of sending remittances was 8.14% in 2020 as against the global average remittance fee of 6.01%. Not only are billions lost to high transaction costs, but they also limit financial inclusion and aid to the vulnerable.

MFS Africa has been driving the next step in this revolution, addressing this pain point by bringing more possibilities, more connections and more interoperability to the mobile money user. The organisation’s full-service digital payments network now connects over 400 million mobile money wallets, over 200 million bank accounts and over 150,000 agents in Nigeria.

Harness technology to enhance the experience

“Solving the customer’s pain point is the foundation of a great customer experience. And experience is everything. We know that more consumers and business buyers are noting that the experience companies offer matters as much as their products.” says Zuko Mdwaba, Area Vice President Salesforce South Africa

This is all about meeting the customer where they are. Today, customers’ use of social media, knowledge bases, and live chat is near parity with phone and email. With the decline of in-person service since 2020 showing little sign of recovery, the use of mobile apps, online communities, and video support have seen massive expansion over the past two years.

Mdwaba continues that “Given the rising importance of digital channels, strengthening partnerships between service and IT departments is often key to breaking down data silos, saving on software cost, agent empowerment and resulting in faster time-to-market for new technology solutions.”

By investing in advanced technology, organisations can address customer pain points effectively to achieve greater customer satisfaction, which ultimately boosts engagement and revenue.

Related Stories

What Does the Future of Working in Advertising Look Like?

By Stanislaus Martins If you work in advertising or are considering a career in the field, there’s a good chance you’ve wondered what the industry’s future will look like. And with the advancement of artificial intelligence (AI) and other technologies, that speculation is more relevant than ever.  Will tools like ChatGPT and Microsoft Copilot eventually become so sophisticated that they replace copywriters, designers, and illustrators as some have predicted? And even if they don’t, how will they change the skills required for those positions? Outside of those specific roles what skills will be most useful in the future, particularly as


Collaboration and Productivity Trends to Adopt in 2024

Kehinde Ogundare Given the significant challenges both the Nigerian and global economies face, businesses have had to work harder than ever to survive, ensure business continuity, and stay competitive over the past few years. One of the key aspects that businesses had to focus on in this regard was improving employee collaboration and productivity to manage staff experiences in the workplace amid all the challenges across the tech landscape. While some of the pressures may ease in 2024 with more awareness of technology, it’s unlikely that it will all be plain sailing for businesses. Naira to Dollar fluctuation remains an


Is Reciting the National Anthem by Force?

By Prince Charles Dickson PhD The Special Adviser to the President on Media and Publicity, Ajuri Ngelale, sent out a State House press release, the summary being that the President was directing the Mandatory Recitation of the National Pledge After the National Anthem at Official Engagements. I wrote this piece in its original form in 2006…but I am rehearsing it again because (1) we don’t listen, (2) it is important that we listen, and (3) Cassandra in Greek legend, I recall, was condemned to know the future but to be disbelieved when she foretold it. Hence the agony of foreknowledge


Marketing and Retail Trends 2024

By Zuko Mdwaba The more data accumulates, the greater the likelihood that additional services and applications will access this data. However, the uncontrolled accumulation of large amounts of data is not expedient and leads to system inertia, so reducing this “data gravity” will be an important goal in 2024. As part of this, we expect IT and marketing departments to invest more in technical solutions to harmonise different data sources. This will give them more control over their data and at the same time more flexibility to focus on creative tasks, such as the conception and implementation of creative campaigns.

More Stories

eBay Shares Under Pressure in Pre-Market Trading

By Investors Hub Shares of eBay (EBAY) have come under pressure in pre-market trading after the e-commerce giant reported third quarter earnings that met analyst estimates provided disappointing guidance. Credit card giant American Express (AXP) may also move to the downside after announcing the retirement of CEO Kenneth Chenault. The company reported third quarter results that exceeded expectations. Shares of Nike (NKE) are also seeing premarket weakness after the Goldman Sachs downgraded its rating on the athletic footwear and apparel giant to Neutral from Buy. On the other hand, shares of Corbus Pharmaceutical (CRBP) may open sharply higher after the


Stocks Begin 2019 with N135b Loss

By Modupe Gbadeyanka The first trading day of year 2019 on the floor of the Nigerian Stock Exchange (NSE) started on a bearish note on Wednesday, January 02, 2019. The local bourse suffered a N135 billion as a result of profit taking by investors, leaving the market capitalisation to close at N11.586 trillion and the All-Share Index at 31,070.06 points after a decline of 360.44 points or 1.15 percent. During the trading day, losses were recorded by high-cap equities led by Nestle Nigeria, which went down by N10 to settle at N1475 per share. Nigerian Breweries declined by N7.20k to


IGP Redeploys Frank Mba to Border Patrol Force

By Modupe Gbadeyanka The immediate former Force Public Relations Officer, Mr Frank Mba, has been redeployed by the Inspector General of Police (IGP), Mr Usman Alkali Baba, along with six other Commissioners of Police (CPs). A statement issued on Saturday by the spokesman of the police, Mr Olumuyiwa Adejobi, disclosed that Mr Mba is now the CP for Border Patrol Force in Abuja. The police officer left the post after he was nominated for the Senior Executive Course at the National Institute, between February and December 2022, holds a Masters’ Degree in Law and was enlisted into the security agency


FG Ready For Digital Switch Over In Abuja Thursday

By Dipo Olowookere Minister of Information and Culture, Mr Lai Mohammed, has said all is now set for the launch of the Digital Switch Over (DSO) in broadcasting in Abuja on Thursday. He announced this in Abuja on Monday during the tour of key facilities of Pinnacle Communication Limited, the signal distribution for the Abuja DSO. “We are impressed by the speed, commitment and passion of Pinnacle to this project and we have come here to ensure that no stone is left unturned to ensure smooth Digital Switch Over in Abuja on Thursday,” he said. Alhaji Mohammed said 30 free


Lafarge Africa Targets N140b from Capital Market

By Modupe Gbadeyanka Lafarge Africa Plc has hinted that it will approach its shareholders in June to get their approval to raise about N140 billion from the capital market. This move comes after the cement firm declared a full-year pre-tax loss of N22.82 billion in 2016 against N29.29 billion profit it made a year earlier. However, in the first quarter of 2017, the company returned to profit, declared a pre-tax profit of N5.2 billion. Lafarge Africa said it would raise the N140 billion in fresh equity and convert some loans into shares as part of a planned rights issue. The


Stocks to Buy, Sell, Hold at the Stock Market This Week (May 7)

By Modupe Gbadeyanka Last week, the Nigerian Stock Exchange (NSE) was slightly down by 0.06 percent with investors reacting to the Q1 2018 earnings. However, the last trading of last week, Friday, ended in green, appreciating by 0.27 percent. But it was observed that despite the positive market breadth and green close at the end of last week, market sentiment remained mixed given the even split between sector gainers and losers. This sentiment is expected to persist today even as the last batch of Q1 2018 earnings roll in and investor react to them. C&I Leasing has gained 38 percent


What Will Be The Future of Sports Betting Around The World?

Sports betting is one of the oldest forms of betting, with some of the liveliest fans around the world. With the rise of prolific international betting sites, more and more bettors are gaining unrivalled access to their favourite teams and leagues. Not to mention, gambling for money is easier, faster, and better than ever before. But is there a future for this massive industry? Technology is a big drive in this industry. And judging from the sophisticated advancement in the tech world, the sports betting industry can brag of a promising future. As we dive further into this review, let’s


Nigeria Sees Better Business Conditions amid Strengthening Demand

By Modupe Gbadeyanka Business conditions in Nigeria recorded an improvement in the month October 2020 amid strengthening demand, the Purchasing Managers’ Index (PMI) of Stanbic IBTC Bank Plc has revealed. The financial institution said in the data it collected between October 12 and 28, it discovered that there were sharp and accelerated rises in output and new orders in the Nigerian private sector in the start to the final quarter of the year. Firms continued to expand purchasing activity and employment in line with higher levels of new work. Sufficient capacity and higher staffing numbers led to another decline in

Recent Stories

Africa Beyond Russia’s Grains Partnerships

By Kestér Kenn Klomegâh Until sustainable food security is established through modernizing agriculture and ensuring adequate support for local farmers, Russia’s grain supply would be a soft geostrategic bait (i) to reinforce the existing time-tested relationships with Africa and (ii) to solicit an endorsement for the unprovoked war in Ukraine. In a speech delivered on March 20, 2023, during the interparliamentary conference ‘Russia-Africa’ held in Moscow, President Vladimir Putin described six African countries as the least developed and poorest in the world that are urgently in need grains, alternatively referred to as humanitarian aid, to feed its population. The beneficiary


MasterCard, MTN Partner to Boost Digital Commerce, Payments

By Aduragbemi Omiyale A partnership aimed at driving acceleration of the mobile money ecosystem in Africa across 13 markets has been entered into between Mastercard and MTN Group Fintech. This is coming shortly after the payments giant completed the purchase of a minority stake in the telecommunications company. The deal will see Mastercard giving a prepaid virtual card tailored for MTN’s MoMo customers, granting them access to over 100 million acceptance points worldwide. Additionally, it will empower MoMo merchants to seamlessly accept card payments, enhancing the platform’s instant cross-border money remittance services and capabilities. Further, Mastercard will use its cutting-edge


Adesina to Receive Prestigious Obafemi Awolowo Prize for Leadership

By Ichie Enyi Ejike Umunnabuike Jr Come March 6, 2024, the Lagos Continental Hotel will host an unforgettable occasion when the President of the African Development Bank (AfDB), Mr Akinwumi Ayodeji Adesina, will be formally honoured and presented with the distinguished Obafemi Awolowo Prize for Leadership 2023. The Obafemi Awolowo Prize for Leadership was first announced in December 2012, with the official award ceremony held on March 6, 2013. Before Mr Adesina was announced as its fourth recipient, three other distinguished personalities had been conferred with the prestigious award – Noble Laureate, Prof. Wole Soyinka; former South African President, Thabo


Exploring Diverse and Evolving Sounds of Africa

Africa’s music scene is a sonic melting pot, where rhythms collide and cultures connect. It’s a universal language, a force that breaks boundaries and fuels the soul. This sonic tapestry isn’t just diverse – it’s explosive. Afrobeats and Amapiano own the spotlight right now. Those irresistible Afrobeats hooks? They’ve got the whole world dancing. And Amapiano’s hypnotic blend of South African house and street sounds? It’s straight-up addictive. Mainstream African artists are pushing the boundaries like no one else, taking Amapiano and running with it. They’re injecting their fire, creating a whole new flavour. This is proof that African music


Nigeria Needs Policies that Prioritize Economic Recovery—Peter Obi

By Adedapo Adesanya The presidential candidate of the Labour Party in the 2023 general elections, Mr Peter Obi, has raised concerns over the recent decision of the Monetary Policy Committee (MPC) of the Central Bank of Nigeria (CBN) to increase the Monetary Policy Rate (MPR) to 22.5 per cent and the Cash Reserve Ratio (CRR) to 45 per cent. Mr Obi warned that this move is likely to worsen the ongoing economic challenges faced by many Nigerian households, and emphasized the need for policies that prioritize economic recovery. In a statement issued via X (formerly Twitter), the businessman and former


Silence Laboratories Raises $4.1m for Privacy-Preserving Computing

By Adedapo Adesanya Silence Laboratories has announced securing $4.1 million in funding to enable privacy-preserving collaborative computing led by Pi Ventures and Anurag Arjun, along with several prominent angel investors. In a statement shared with Business Post, the company said with the market for privacy-enhancing technologies (PETs) growing globally at a compound annual growth rate of 26.6 per cent, there is growing demand. In recognition of this, Silence Laboratories is offering to provide mathematical guarantees for techno-legal expectations as part of a mission to create infrastructure to enable complex data collaborations between enterprises and entities, without any sensitive information being


MainOne Stretches Submarine Cable to Akwa Ibom

By Modupe Gbadeyanka A submarine cable spanning 45,000km in length known as 2Africa has been landed in Akwa Ibom State by MainOne, an Equinix company. It is one of the world’s largest subsea cable projects and will interconnect Europe, Asia, and Africa, with a design capacity of up to 180Tbps. The cable is the first and only submarine cable system in Nigeria outside of Lagos, and it marks a significant milestone in enhancing broadband connectivity and driving economic development in the South-South, South-East and North-Central regions of Nigeria. The significance of 2Africa lies in its capacity to address critical internet


Russia, Mali Review Military Partnership

By Kestér Kenn Klomegâh  Russian Foreign Minister Sergey Lavrov has offered an increased military partnership during the latest bilateral talks held on February 28, 2024, with his Malian counterpart Abdoulaye Diop in Moscow. The significance of Russian support is directed at fighting terrorism and enhancing the combat effectiveness of the Malian army and law enforcement agencies, including the training of soldiers and police officers The interim military government has maintained a well-developed multifaceted nature of bilateral relations with Russia since the military ascended into political power. Russian leader Vladimir Putin and Mali’s Interim President Assimi Goita on the sidelines of


Anthropics Unveils Zyler Virtual Try-On for Menswear

By Modupe Gbadeyanka One of the global leaders in virtual fashion try-on technology, Anthropics, has moved to transform the future of online shopping with the introduction of the Zyler Virtual Try-On for menswear. The new initiative will improve the way consumers shop for clothes, providing a realistic virtual try-on experience. With it, customers can upload a headshot, enter some measurements, and then see themselves on the screen wearing the outfit. Powered by the latest research in Artificial Intelligence, Zyler creates a lifelike virtual representation of the user, allowing them to see how different garments fit and look on their unique


Aradel Holdings, CSCS, FrieslandCampina Sink NASD Exchange by 0.79%

By Adedapo Adesanya Profit taking in the trio of Aradel Holdings Plc, Central Securities Clearing System (CSCS) Plc, and FrieslandCampina Wamco Nigeria Plc made the NASD Over-the-Counter (OTC) Securities Exchange close the midweek session further in the red territory on February 28 by 0.79 per cent. Aradel Holdings Plc lost N20.50 to close at N2,500.00 per share compared with the previous day’s N2,520.50 per share, CSCS Plc depreciated by N1.35 to end the day at N18.65 per unit versus the N20.00 per unit it was traded on Tuesday, and FrieslandCampina Wamco Plc declined by 63 Kobo to N70.25 per share