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Driving Scalable Growth Through Exceptional Customer Experience

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scalable growth

By Kehinde Ogundare

Establishing and managing a business in Nigeria can be very challenging, especially when competing for customer attention and scarce resources. Delivering exceptional customer experience would be a strategic approach for businesses operating in Nigeria that want to stand out, take advantage of the opportunities, break-even, and stay successful.

Businesses usually have a common goal of expansion. However, when the competitive business landscape is fierce, mere linear growth may no longer suffice. Instead, companies should strive for growth at scale to increase their revenue without a significant influx of additional resources.

One of the most crucial starting points for growth at scale is to focus on customer experience (CX). CX can be defined as the comprehensive range of a customer’s cognitive, emotional, sensory, and behavioural reactions throughout their entire journey with a company, spanning from pre-purchase to post-purchase stages. CX can either be a catalyst for success or the downfall of a company.

While it may appear as an exaggerated claim, it carries substantial weight when considering that, according to one report, 81% of customers say that a positive customer experience significantly increases their likelihood of making repeat purchases. Equally noteworthy is the fact that 61% of customers would readily switch companies following just one negative experience. These statistics emphasise the critical importance of cultivating and maintaining a superior customer experience.

Understanding the significance of CX is one thing, but delivering exceptional experiences is an entirely different matter. Bearing this in mind, how can organisations guarantee that they consistently deliver the utmost satisfaction to their customers? Although the answer may differ depending on the specific industry, there are several fundamental steps that any organisation can undertake to achieve this goal.

The power of contextual data  

One of the most impactful measures to undertake involves dismantling data silos. It’s critical to recognise that information fuels every department within an organisation. Ensuring access to contextual data empowers customer-facing teams to have impactful engagement with the customers, thereby improving the experience they can provide.

Furthermore, it enables the delivery of personalised experiences to each customer, further augmenting their perception of the organisation. In this regard, the implementation of a customer experience platform assumes significant importance. Ideally, such a platform should offer a seamless and contextual flow of data between different systems, single sign-on (SSO), and granular access control. At Zoho, we have dedicated efforts to incorporate these features into our customer experience platform— Zoho CRM Plus—that brings sales, marketing, support and other customer-facing teams together.

A single view of marketing  

The consolidation of customer data is vital for organisations, but it’s equally crucial to have a unified perspective on their marketing endeavours. It’s essential to recognise that the customer experience encompasses all interactions with an organisation, even those occurring before a purchase is made.

It’s also important to remember that marketing doesn’t just entail advertising. It also includes your branding, both online and offline, your social media presence, and your media and stakeholder relations.

So, it’s critical to deliver consistent experiences throughout all of your marketing activities. Achieving this goal requires that the whole marketing department has insight into each and every activity carried out by different teams. This approach prevents the duplication of efforts, promotes transparency, and provides visibility to the managers who can use the insight to assess the impact of various activities.

Get the post-purchase service right

After a customer makes a purchase, it’s essential to follow up with them in a non-intrusive manner to gauge their satisfaction with the product and the service they received. By collecting feedback, businesses can obtain valuable insights that can be used to further improve not just their engagement with a particular customer but also their offerings. Any company that is listening and acting on customer feedback will sooner or later outperform its competitors.

Feedback on the customer experience serves as the foundation for further enhancing the post-purchase experience by enabling accurate recommendations of other relevant products from the inventory. This iterative process ensures that the customer experience continues to evolve and improve, fostering long-term customer loyalty and driving repeat purchases. Even a simple survey tool can help a company gather valuable insights, which can then be used to improve overall CX efforts.

Building a foundation of excellence  

While numerous elements contribute to the creation of an exceptional customer experience, the foundational principles outlined above are undeniably crucial. With these fundamentals firmly in place, businesses can proactively cultivate an environment conducive to fostering long-lasting customer relationships and achieving sustainable growth.

Kehinde Ogundare is the Country Manager for Zoho Nigeria

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From Struggle to Stability: How FinTech is Helping Nigerian SMEs Overcome Cash Flow Challenges

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From Struggle to Stability

When Mrs Agbaje started her school in Ibadan twelve years ago, she didn’t envision a tech-enabled future. Her dream was simple—provide affordable, quality education to children in her community. For the most part, she made it work. But as the school grew, a new challenge took root. It wasn’t infrastructure. It wasn’t teacher retention. It was something far more basic: getting paid.

Each new term brings the same pattern. Parents promise to pay fees “by next week.” Some follow through. Many don’t. As the term wears on, Mrs Agbaje finds herself juggling spreadsheets, reminder texts, and awkward conversations in car parks or at school gates. Meanwhile, salaries must be paid, books restocked, diesel bought. More often than not, she dips into personal savings to keep things running.

Her story is common across Nigeria. Small businesses—whether they’re schools, salons, logistics firms, or cooperative groups—are constantly navigating the emotional and financial toll of delayed payments. And it’s not just a matter of inconvenience. A recent study by MacTay Consulting found that Nigerian SMEs wait between 60 to 120 days on average to receive payment for services or products already delivered. That kind of delay is more than a hiccup. It threatens livelihoods. It blocks growth. It’s a silent killer.

For Chuks, who runs a car hire service in Enugu, the issue is tied to his bigger corporate clients. They insist on “net 30” or “net 60” terms—industry-speak for “we’ll pay you in a month or two.” That might be manageable for a large fleet with strong cash reserves, but for someone like Chuks, every week matters. With fuel prices rising and maintenance bills stacking up, he’s often forced to park cars because he doesn’t have the cash to fix them—even when work is lined up.

What links these stories is the reality that small businesses operate in a system where money is constantly in motion but rarely on time. Customers often mean well, but their own financial instability creates a domino effect. And the existing tools to manage payments—handwritten ledgers, POS machines, WhatsApp reminders—were never designed for structure. They’re patched solutions to a systemic problem.

Even digital banking, for all its advancement in Nigeria, hasn’t solved this issue. Many SMEs still operate informally, managing finances through personal bank accounts or apps not tailored to business needs. The result is a messy web of follow-ups, reconciliations, and emotional strain. Business owners become debt collectors, chasing down what they’ve already earned, time and time again.

What’s often missed in conversations about entrepreneurship is just how deeply this problem cuts. Payment delays mean rent can’t be paid on time. It means holding off on hiring a new staff member, or letting go of a part-time assistant. It means saying no to growth opportunities, not because they’re not viable, but because the cash flow isn’t predictable enough to take the risk.

And when you zoom out, the implications are national. Small businesses make up over 90% of enterprises in Nigeria. They contribute nearly half of the country’s GDP and employ a significant portion of the workforce. Yet, their greatest enemy isn’t market competition—it’s irregular income. This is a structural inefficiency that deserves far more attention than it gets.

Slowly, however, change is beginning to show. A quiet revolution is underway—one where technology is stepping in not as a trend, but as a tool for financial stability. More SMEs are beginning to explore digital solutions that streamline payments and reduce friction between businesses and customers.

Among these solutions is PaywithAccount, a new tool launched by Nigerian fintech company OnePipe. Designed specifically for businesses with recurring payments—schools, cooperatives, service providers—it allows them to automate collections directly from customers’ bank accounts. With full consent and transparency, payments can be scheduled, reducing the need for repeated follow-ups or awkward reminders.

For Mrs Agbaje, this has made a significant difference. Parents receive structured payment plans, reminders go out automatically, and debits happen based on prior agreement. She now spends less time tracking who has paid and more time planning curriculum upgrades and engaging with teachers.

The benefit isn’t just financial—it’s emotional. When business owners don’t have to chase payments, they gain time, clarity, and confidence. They can plan ahead, restock inventory, or finally invest in that expansion they’ve put off for years. And for customers, the experience feels more professional, more trustworthy. Everyone wins.

Technology won’t solve every problem for Nigerian SMEs. But smart, well-designed financial tools are starting to remove some of the biggest roadblocks—quietly and effectively. And that’s the point. The best systems aren’t flashy. They work in the background, reducing stress, restoring dignity, and enabling business owners to focus on what truly matters.

For Ope Adeoye, founder of OnePipe, the issue is personal. “Every Nigerian knows someone who runs a business—a cousin, a friend, a neighbour. When they suffer from late payments, it affects whole families and communities. Fixing this isn’t just a business goal—it’s a social one.”

In a country as dynamic and entrepreneurial as Nigeria, the challenge is rarely about lack of ideas. It’s about systems that help those ideas survive. And one of the most overlooked systems is the way money flows—or fails to.

As more SMEs embrace tools that put payment on autopilot, a future of stability—rather than constant survival—starts to feel possible. And in a nation powered by small businesses, that kind of shift could move mountains.

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How AI is Revolutionizing Sales and Business Development for Future Growth

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Olubunmi aina

By Olubunmi Aina

Many experts have highlighted the growing impact of Artificial Intelligence (AI) across the financial industry, and I would like to share my perspective on a key functional area that typically drives business growth and profitability— sales and business development professionals and how AI is impacting their work.

Sales and business development professionals are often regarded as the engine room of an organization, thanks to their eye for business opportunities, ideation and conceptualization, market engagement and penetration expertise.

AI is enabling sales and business development professionals to automate tasks, take meeting notes, analyze data, and personalize customer experiences, all of which are embedded within CRM (Customer Relationship Management) systems. A CRM with an AI tool is what forward-thinking businesses are leveraging to manage leads, customer data, customer interactions, notify and remind professionals to take action when due, drive growth and profitability.

This is why it is crucial for these professionals to invest heavily in AI knowledge to remain globally competitive. This can be achieved through self-study, attending industry events, or consulting with leading technology companies that have embraced AI, such as Interswitch Group, AI In Nigeria, and Revwit.

Most importantly, to maximize the potential of AI, sales and business development professionals must pay close attention to customer interactions. and ensure they collect high-quality data. Feeding the data repository or CRM Systems with valuable insights and data from real customer engagement is key to getting AI to produce near accurate insight for effective results.

AI will continue to be a key driver of business growth and decision-making in the years ahead. If you are yet to embrace it, now is the time. Keep learning!

Olubunmi Aina is the Vice President, Sales and Account Management at  Interswitch Group

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Mother’s Day: Bridging Dreams and Burdens With Global Marketplace Success

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Motherhood in Nigeria is a dynamic force fueled by strength, resilience, and unwavering love. As Mother’s Day approaches, we celebrate the women who carry the weight of their families and communities, often while nurturing their dreams. From bustling market traders to ambitious entrepreneurs, Nigerian mothers are a force to be reckoned with.

However, the reality is that balancing these roles can be incredibly challenging. The daily hustle, coupled with the rising cost of living, often leaves little time or resources for personal aspirations. This is where the digital marketplace and platforms like Temu are beginning to play a significant role, not just in Nigeria but globally.

For Stephanie, a Nigerian hair and beauty influencer navigating the demands of work and motherhood, the ease of online shopping became invaluable. She discovered that purchasing baby necessities, like baby high chairs from Temu, from the comfort of her home significantly simplified her life, granting her more time to dedicate to her family and professional pursuits.

Beyond convenience, digital platforms are also fueling entrepreneurial success for women. Caterina Tarantola, a mother of three, achieved the remarkable feat of opening her translation and interpretation office in just 15 days. Her secret weapon was also Temu. Initially skeptical of online shopping, she found it to be a personal advisor, providing everything from office furniture to decor, delivered swiftly and affordably. This kind of direct access is precisely what can empower many Nigerian mothers who strive to maximise their resources and time.

Similarly, Lourdes Betancourt, who left Venezuela to start a new life in Berlin, turned to Temu when launching her hair salon. By sourcing essential supplies directly from manufacturers, she avoided costly markups and secured the tools she needed to turn her vision into reality.

Since Temu entered the Nigerian market last November, more Nigerian mothers have embraced the platform to access quality, affordable products. By shopping online instead of spending hours at physical markets, they can reclaim valuable time for their businesses, families, and personal growth.

This shift reflects a global trend as consumers worldwide seek convenience and affordability. In response, Temu has rapidly grown into one of the most visited e-commerce sites and was recognized as a top Apple-recommended app of 2024.

                                 

The digital marketplace, while still developing in a place like Nigeria, presents a significant opportunity for empowerment. The progress made thus far highlights the tremendous potential for positive impact.

This Mother’s Day, we celebrate Nigerian mothers’ strength and adaptability. Like Stephanie, Caterina, and Lourdes, they are turning challenges into opportunities—building brighter futures for themselves and their families with the support of innovative online platforms like Temu.

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