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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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How Nigeria’s Banking Sector Can Maximise the Benefits of Recapitalisation

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Henry Obiekea FairMoney

By Henry Obiekea

Nigeria’s banking industry is entering one of the most significant transformation periods since the 2005 banking consolidation exercise. The Central Bank of Nigeria’s (CBN) ongoing recapitalisation programme is more than a regulatory requirement—it is a strategic investment in the country’s financial future. If implemented successfully, it has the potential to strengthen financial stability, deepen credit access, improve investor confidence, and support a more inclusive and resilient economy.

In March 2024, the CBN announced new minimum capital requirements for commercial, merchant and non-interest banks. Under the new framework, international commercial banks are required to maintain a minimum paid-up capital of ₦500 billion, national commercial banks ₦200 billion, and regional commercial banks ₦50 billion. Merchant banks are required to hold ₦50 billion, while national and regional non-interest banks are required to maintain ₦20 billion and ₦10 billion respectively. The policy reflects the realities of today’s economy, where inflation, currency depreciation and expanding financial demands have significantly altered the capital required to support sustainable banking operations.

Many institutions have responded through rights issues, public offers, private placements, mergers and acquisitions in pursuit of the revised capital requirements. Beyond regulatory compliance, the exercise is already encouraging stronger governance, better capital planning and increased investor participation within Nigeria’s financial markets.

The recapitalisation conversation, however, extends beyond deposit money banks. The CBN has also introduced revised capital requirements for microfinance banks, recognising the critical role they play in extending financial services to underserved individuals, nano businesses and small enterprises. As the financial landscape becomes increasingly digital, stronger capital bases will enable these institutions to invest in technology, cybersecurity, risk management and product innovation while maintaining public confidence.

For Nigeria’s rapidly growing fintech ecosystem, although they are subject to different licensing frameworks depending on their operations, the broader regulatory direction is equally clear. Institutions that facilitate payments, tech-enabled banking, lending and savings are expected to maintain governance, capital and consumer protection standards appropriate to their respective licensing frameworks. This evolution is essential as fintechs continue to account for a growing share of financial transactions and provide services to millions of previously underserved Nigerians. Collectively, these reforms present a unique opportunity to reshape Nigeria’s financial ecosystem.

A stronger banking sector creates stronger economic outcomes. Well-capitalised financial institutions are better positioned to finance infrastructure, manufacturing, agriculture, housing and technology. They possess greater capacity to absorb economic shocks, support long-term lending and withstand periods of market volatility. More importantly, they can extend larger volumes of prudently underwritten credit to businesses that create jobs and stimulate economic growth.

For small and medium-sized enterprises, which contribute significantly to Nigeria’s GDP and employment, improved access to financing remains one of the greatest growth enablers. Recapitalisation should not be assessed solely by stronger balance sheets, but also by the extent to which additional capital supports productive economic activity.

Despite remarkable progress over the last decade, millions of Nigerians remain underserved by formal financial institutions. Expanding financial inclusion requires complementary approaches across commercial banks, microfinance banks, fintechs and other regulated financial institutions. Achieving meaningful inclusion requires collaboration across commercial banks, microfinance banks, fintech companies and regulators. Each institution serves different customer segments, yet all contribute towards a common objective: bringing more Nigerians into the formal financial system.

At FairMoney Microfinance Bank, recapitalisation aligns with our continued investment in responsible lending, digital banking capabilities, sound risk management and financial inclusion. We believe technology can complement prudent credit assessment and help extend access to financial services for eligible individuals and businesses.

As the recapitalisation programme progresses, success should ultimately be measured by broader outcomes: stronger institutions, deeper financial inclusion, increased SME financing, enhanced consumer confidence and sustained economic growth. Capital itself does not transform economies; how that capital is deployed does.

The Federal Government and the Central Bank of Nigeria have introduced reforms aimed at strengthening the long-term resilience of the financial sector. Continued implementation of these reforms will be important in supporting financial stability and sustainable sector growth. These decisions require vision, consistency and regulatory discipline. While the adjustment process may present short-term challenges for some institutions, the long-term benefits for financial stability, investor confidence and economic development far outweigh the costs.

Nigeria possesses one of Africa’s most dynamic financial services sectors. With stronger capital foundations, responsible innovation and continued collaboration between regulators and financial institutions, the country is well positioned to build a banking ecosystem capable of supporting its development ambitions, empowering millions more individuals and businesses, and supporting inclusive economic development over the long term.

Henry Obiekea is the Managing Director of FairMoney Microfinance Bank

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The Choice Before Kaduna

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By Sani Abdulrazak, PhD

People go through watershed moments sometimes when the cacophony of politics attempts to drown the cadence of progress; it becomes more serious when chimaera masquerades as certainty, but it is a known fact after all that the loudest voices are most times not necessarily the wisest.

Kaduna seems to have arrived at one of those moments. The propagandist opposition within the state is trying very hard to burnish manifestoes and criticisms wrapped in hyperbole and rehearsed until it begins to mistake itself for truth.

Yet, history has always been an unforgiving arbiter. It has an uncanny habit of stripping rhetoric naked, leaving only the vestiges of deeds. It is against that backdrop that one is compelled to reflect, not on who shouts the loudest, especially on social media, but on who has quietly altered the landscape of the beautiful crocodile state. That, conceivably, is the choice before Kaduna State.

Education hewn the destiny of a society, long before it is announced in boardrooms. Governor Uba Sani of Kaduna State appears to appreciate this axiom. As if constructing hundreds of classrooms, renovating neglected schools, expanding access to education and reviving projects abandoned to bureaucratic torpor is not remarkably astral, his administration has gone further to make tertiary education more affordable through the reduction of tuition fees in state-owned institutions. That single decision has become a bulwark against hopelessness for thousands of families. Parents breathe easier, students remain in school instead of abandoning their dreams, enrolment has received fresh impetus, and human capital has become a little less hostage to economic adversity.

Even the reconstruction of roads within Ahmadu Bello University, despite its federal status, speaks of governance that refuses to hide behind jurisdictional caveats. Curiously, while lecture halls become fuller, some critics remain engrossed in composing jeremiads, as though hashtags now award degrees and social media threads have replaced convocation ceremonies. If this does not deserve another term, then perhaps Kaduna should entrust its classrooms to keyboard warriors instead?

A sector that defies drama, yet consequentially integral in Kaduna State is healthcare. Primary Healthcare Centres have continued to receive upgrades, sixteen general hospitals have witnessed rehabilitation, the once-abandoned 300-bed Specialist Hospital has emerged from years of limbo, health insurance coverage has expanded considerably, and investments in personnel and equipment continue with assiduity. Yet, one occasionally encounters the strange absurdity wrapped as opposition, that government should be judged not by functioning hospitals but by the virulence of online criticism. It is almost as though some believe ailments or surgeries retreat before social media posts. Should we now replace stethoscopes with microphones or social media posts and call it healthcare?

If there is any sector that more clearly illustrates the difference between governance and grandstanding in Kaduna State, it is agriculture. Mechanisation, dry-season farming, free fertiliser distribution, value addition, the Special Agro-Industrial Processing Zone and renewed support for farmers all point towards a carefully crafted paradigm rather than an accidental policy.

There is a metamorphosis taking place in rural communities indeed. While genuine farmers harvest maize, ginger and tomatoes, critics harvest conspiracy theories with astonishing alacrity. One group tills the soil and produces food; the other tills public resentment. Since when did viral posts become a substitute for fertile fields?

They wouldn’t want to take their ballyhoo to infrastructure for sure, because infrastructure refuses to remain invisible no matter how determined propaganda may be. Roads snake through communities once forgotten, bridges reconnect places long separated, water projects restore hope where scarcity once seemed ineluctable, and abandoned projects have gradually returned from institutional comatose. Yet there exists a peculiar group of disgruntled politicians that notices every pothole repaired only long enough to ask why another one still exists somewhere else. It is a curious predilection, almost quixotic, to dismiss completed projects because perfection has not yet arrived. Must development now apologise for not occurring overnight?

Security remains man’s most delicate labyrinth, and perhaps the easiest subject upon which to score political points. No responsible leader claims absolute victory against insecurity, yet few can deny that many communities once deserted have gradually witnessed the return of farming, commerce and social interaction. Such progress may not satisfy those addicted to political apoplexy, but it certainly matters to the farmer returning to his land after years of displacement. Or should insecurity be preserved simply because it offers better campaign material?

Economic governance, that complex yet rarely glamorous aspect of governance, is not left out. Increased internally generated revenue, prudent expenditure, strategic partnerships, capital investments and fiscal discipline have gradually strengthened Kaduna’s financial architecture. International partners investing in Kaduna State seldom do so because of slogans, but because of credibility. Sadly, the numbers don’t lie as data is a very stubborn thing. Are spreadsheets now expected to consult political parties before balancing their figures, or should economic data also join the opposition?

Youth empowerment deserves equal reflection. With a skills acquisition centre in each of the three senatorial zones of the state, entrepreneurship support, digital innovation and targeted interventions for small businesses, an attempt is being made to replace dependency with productivity. The apotheosis of governance is not the endless distribution of charity but the deliberate creation of opportunity. Young people increasingly seek tools and training against tokenism and expectancy. Still, some measure empowerment only by the number of campaign T-shirts distributed during election season. Have branded caps suddenly become the highest form of economic policy?

The choice before Kaduna State is simpler than it first appears. Shall we exchange reduced tuition fees for recycled promises? Shall rehabilitated hospitals be traded for rehearsed indignation? Shall roads surrender to rhetoric, farms to social media debates, security gains to sensationalism, and fiscal prudence to flamboyant bombast? Shall tangible progress bow before political charlatanry merely because criticism aims to be louder than construction?

For our democracy to grow further, we must come to a non-negotiable conclusion that the ballot is not an instrument for rewarding the most eloquent critic, but for judging the most effective steward. How promising can stewardship be when classrooms are expanding, hospitals are reopening, roads are stretching farther, farmers are receiving greater support, communities are gradually becoming safer, and opportunities are multiplying.

The evidence before us is not ephemerally ethereal, but enduringly concrete. And so, the lingering questions refuse to disappear: if this is not the direction Kaduna should continue, then what is? If these are not the footprints of purposeful leadership, whose are? If measurable progress has become insufficient, what miracle remains outstanding? And if the answer lies somewhere beyond Governor Uba Sani, then who, exactly, has presented Kaduna with a more convincing testament than the one already written across its schools, hospitals, farms, roads and communities?

Sani Abdulrazak, PhD, is a writer, researcher and a public affairs analyst based in Zaria, Kaduna State.

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Even Messi Needed Trophies. Nigerians Demand Results, not Dribbling

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Nigerians Demand Results

By Blaise Udunze

From a general observation, comparisons are powerful political tools. They simplify complex realities, inspire supporters and shape public perception. Another side of this is that they can also become misleading when symbolism replaces substance.

The latter appears to be the objective behind two recent interventions in defence of his excellency, President Bola Ahmed Tinubu. Respectfully, it was observed that veteran journalist Martin Oloja likened Tinubu’s political journey to that of football icon Lionel Messi. He portrayed him as a resilient strategist whose patience and tactical brilliance eventually produced victory. As this now appears to be a trend, Imo State Governor Hope Uzodimma further elevated the narrative, comparing Tinubu to Singapore’s founding Prime Minister, Lee Kuan Yew. He didn’t stop at that; rather further argued that today’s painful reforms would eventually transform Nigeria just as Lee transformed Singapore. They are compelling analogies.

Unfortunately, it was observed that both began to unravel once governance, not politics, was used as the standard of measurement.

It is a known fact to the world that Lionel Messi is celebrated not because he endured criticism or finally lifted the World Cup after years of disappointment. He is celebrated because his greatness is measurable. His goals are counted. His assists are recorded. His trophies are displayed, and not just that, his records speak louder than the opinions of his admirers, which may have taken a different turn now after the outcome of the 2026 FIFA World Cup.

The same is also true of Lee Kuan Yew. History has shown that he is not revered because he introduced difficult reforms or enjoyed the support of loyal political allies. Governor Hope should be reminded that Lee is remembered because he fundamentally transformed Singapore. Amongst his achievements were transforming a poor trading port into one of the world’s richest, cleanest, safest and most efficiently governed nations.

Lee’s records speak for him because under his leadership, Singapore built world-class infrastructure, an incorruptible public service, globally competitive education, affordable housing, investor confidence and one of the highest standards of living anywhere in the world.

Neither Messi nor Lee Kuan Yew became legends through carefully crafted narratives. Yes, they became legends because the evidence became impossible to dispute. That is precisely where comparisons with President Tinubu become difficult.

It is an error to assume that winning elections is the same as winning governance, and at the same time, political brilliance may secure power, but only effective leadership secures history’s approval.

For millions of Nigerians, governance is not measured by campaign strategy or political resilience. It is measured by the realities they confront every morning.

Can they afford food? Can they pay transport fares? Can they pay rent with the current landlords’ economy? Can they keep their businesses open? Can they sleep or travel freely without fear of kidnapping? Can they find jobs after graduation? Can they access reliable electricity and healthcare? These are the scoreboards by which governments are judged.

Supporters of the Tinubu administration frequently point to encouraging macroeconomic indicators. Foreign reserves have improved. Government revenues have risen. States now receive significantly larger allocations through the Federation Account Allocation Committee (FAAC). Well, these ‘achievements’ will be reviewed soon through the lens of news narratives. International financial institutions have welcomed several policy reforms. The removal of fuel subsidy and exchange-rate liberalisation are presented as courageous decisions that previous administrations avoided.

These developments deserve acknowledgement. Yet macroeconomic improvements are not the same as improvements in citizens’ welfare.

In reality, an economy cannot be declared successful merely because government revenues have increased while household purchasing power continues to deteriorate, as this would be a complete aberration.

Again, it is considered an anomaly that Nigeria reports stronger fiscal numbers, but millions of families continue to struggle with soaring food prices, rising transport costs, expensive housing, high electricity tariffs and shrinking disposable incomes.

Statistics may comfort policymakers. They rarely comfort hungry citizens. Messi never celebrated possession statistics after losing a match; rather, he cried and cried over losing the opportunity of winning the trophy at the concluded 2026 FIFA World Cup.  To him, results mattered.

The reality is that governments should be judged by the same principle. This is open to dispute, but of a truth, Governor Uzodimma’s comparison to Lee Kuan Yew deserves even closer scrutiny because it raises an important question, though it may appear hard to answer.

If Tinubu is Nigeria’s Lee Kuan Yew, where is Nigeria’s Singapore? What exactly made Lee Kuan Yew exceptional? Was it simply his willingness to implement painful reforms? Certainly not.

Many leaders across the developing world have introduced painful reforms. Very few transformed their countries.

One thing stands out here: Lee’s legacy rests on outcomes, not intentions. Judging from all indications, it is obvious that his reforms dramatically reduced corruption, attracted investment, strengthened institutions, expanded industrialisation, improved education, guaranteed affordable public housing and steadily raised incomes across generations. Unlike Nigeria’s ongoing experience, Singapore’s rise was not a promise repeatedly postponed to the future. Citizens experienced tangible improvements in their daily lives. That is why history celebrates Lee Kuan Yew. Nigeria’s present reality tells a different story.

It is glaring and ironic that despite improved fiscal revenues, many Nigerians continue to grapple with rising inflation, worsening poverty, declining purchasing power, youth unemployment, struggling businesses and persistent insecurity. If they must know, these are not merely economic statistics; they are the lived realities by which citizens judge any government.

The Lee Kuan Yew comparison also overlooks perhaps the most important ingredient behind Singapore’s success, which is primarily the institutions.

It is obvious and practically doubtful if Governor Uzodinma’s kind of Singapore is the same as the one on which its transformation was built upon an efficient bureaucracy, disciplined public institutions, predictable regulation, meritocracy, uncompromising anti-corruption enforcement and consistent long-term planning as championed by Lee Kuan Yew. An honest question here is, can the same be said of Nigeria today?

The truth is not far-fetched; Nigeria is nothing close to it because the realities and lived experiences of Nigerians are that the country continues to grapple with weak institutions, policy inconsistency, bureaucratic inefficiency, corruption concerns and widespread insecurity.

His impeccable achievements are built on the institutions; hence, without institutional transformation, every effort to invoke Lee Kuan Yew risks confusing aspiration with achievement.

One common trend witnessed lately is that the supporters of the administration often argue that Nigerians must be patient because meaningful reforms require time. That argument deserves consideration.

Let it also be made known that patience should never become an endless substitute for accountability. Citizens are also entitled to ask whether the sacrifices demanded today are producing measurable improvements tomorrow.

History remembers leaders not because they prescribed hardship, but because that hardship ultimately produced prosperity for those alive and not for the dead.

Another weakness in both comparisons is the tendency to confuse political mastery with administrative excellence. These are totally two different things, because when it comes to winning elections, it requires coalition building, negotiation and political calculation. Whilst running a nation demands competent institutions, sound economic management, transparency, public trust and measurable improvements in living standards.

Again, the two are not the same, and for this reason, many exceptional politicians have governed poorly. Many successful administrators never became political giants. Democracy ultimately rewards governance, not political mythology.

This is not to suggest that President Tinubu’s administration has achieved nothing. Tax reforms, infrastructure investments, fiscal restructuring and efforts to stabilise public finances represent important policy initiatives whose long-term impact remains to be seen. Well, acknowledging those initiatives is consistent with honest public discourse.

Equally important, however, is recognising that millions of Nigerians continue to judge the administration through the realities and their lived experiences rather than the promises they hear.

Football supporters judged Lionel Messi by the trophies in the cabinet.  In like manner, history judges Lee Kuan Yew by the Singapore he built. The same measure should be applied in this nation, as Nigerians will judge President Tinubu by the Nigeria he leaves behind.

The key metric here is that if inflation falls sustainably, poverty declines significantly, insecurity is substantially reduced, electricity becomes more reliable, industries expand, jobs multiply, and citizens regain confidence in the future, history will acknowledge those achievements without requiring comparisons to Messi or Lee Kuan Yew.

Neither Messi nor Lee Kuan Yew needed political allies to persuade the world of their greatness, and that distinguishes both as the greatest of all time (GOAT).

Their records spoke for themselves. Political endorsements may dominate today’s headlines. History, however, listens only to evidence. Even Messi needed trophies. Lee Kuan Yew needed results. Nigerian leaders should be judged by no lesser standard.

Blaise, a journalist and PR professional, writes from Lagos and can be reached via: bl***********@***il.com  

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