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Small Business or Big Business: Straightforward Ways to Improve Profitability

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Timi Olubiyi Small Business Improve Profitability

By Timi Olubiyi, PhD

As businesses grow, the chase is usually for profit maximization, they introduce new products or services, create new marketing plans, invest in human capital and technology, all for expansion, better returns, and to gain a competitive edge.

However, with all these efforts to maximize profits, the mechanism to survey and gauge customer feedback is most times missing. This is where customer experience comes in and it falls within the non-financial business performance indicator.

Customer experience is so important and yet business operators rarely pay attention to it, this is why I am giving my opinion on it for awakening. To me, understanding customer experience is as important as major efforts businesses consider to maximize profits.

Firstly, what do we mean by a non-financial business performance indicator? These are measures that cannot be expressed in monetary units, which are related to product or service quality, customer relationships, operations, and so on.

A good example is customer experience which a large body of knowledge sees as a significant determinant of business profitability and income.

Fundamentally, customer experience involves every aspect of business offering or operations— from the quality of customer care to patronage pattern, satisfaction, advertisement, the shopping environment, sales, ease to use or get products or services, and so on.

That said, one of the most significant elements in helping a business get to know its customers and to have a fair idea of patronage and customer experience is data. Invariably customer data can easily be used to gain different insights and in particular help, businesses to align with customer goals.

As important as customer experience measure is businesses hardly gather and process its data to improve business performance. Without doubts, if data on customer experience is well utilized it can improve the different aspects of business operations from sales performance to customer growth and even profitability.

From context observation poor customer data management practices are not just a small business issue, it involves large firms as well in Nigeria and indeed Africa.

Businesses usually guess customers’ needs without asking and analyzing what their interests are, the crucial impact of customer data on businesses is rarely considered. The place of measuring customer experience with data is generally missing in the most developing business environment and huge challenges exist majorly in Africa.

In recent times we have seen businesses introduce new products and services, even have price changes without reaching out to customers to determine their preferences or what types of changes they would like to see, the level of product or service expectations, and if they would be willing to pay more for them.

In a market or environment where substitute demands are readily available, businesses must endeavour to do more and consider evaluating customer experience from time to time

In fact, studies have shown that there is a wide gap between the percentages of businesses that make use of customer experience data and those that do not.

Businesses incur billions of money each year on unnecessary costs and even make losses due to the inability to easily access the right information from customers to manage customer expectations, experiences which in turn can improve decision making, profitability, and performance.

Additional findings show that businesses rarely gather and evaluate customer data to improve business operations. This is where customer analytics comes into the picture, just like the financial metrics, customer experience can serve as a leading indicator to gauge business performance and data from it can provide valuable insights as to its business impact on stakeholders, customers, and society.

Customer experience begins the moment customers visit a business website or physical location, and ends when they choose to no longer use the services of the business. Meanwhile, it is important to stress that a good customer experience leads to repeat purchases, patronage, brand loyalty, and positive word of mouth.

As a reminder, in any form of business, the customer is king, consequently, data from customers can be used to get insights and understand the performance of businesses and also make future trend predictions.

Customer analytics, also called customer data analysis, is the process of collecting and analyzing customer data to gain insights into customer behaviour. This can serve as a key indicator for understanding customer preferences, patronage patterns, customer profiles and it can allow businesses to understand customers better and make smart and well-informed business decisions. Simply put is helps to learn customer engagements and shopping experience, therefore businesses should strive to embrace it.

Customer valuable shopping behaviour insights, such as buying pattern, demand pattern, shopping trend, spending pattern, request data, time of shopping, time gaps between visits, repurchase pattern, preferences, peak shopping hours, and so on can be analyzed.

For business operators, particularly young entrepreneurs and solopreneurs, it is not sufficient to post an update on social media or WhatsApp status about your services or products, data gathering and simple analysis of feedbacks can help grow the small business.

For large firms, it can help make key business decisions, increase customer retention, predict customer behaviours, understand choices of customers per time, their product choices, and loyal customer tracking.

In fact, smarter decisions can be made by any form of business either large or small by adopting a data-driven approach to operations and customer experience. So, it is important to have a system that gathers data on customers to improve business performance.

So, to succeed in an unpredictable environment like ours, businesses must seek opportunities to understand customer experiences and get feedback from time to time for a smooth competitive advantage. More so, businesses need to have a process to continually analyze trends concerning actions, reactions, and transactions in their businesses for ease of forecasting and predictions.

A few leading companies and as big as Google and Facebook Inc, are with billions of users, yet they adopt customer analytics for improved performance, so why will a business with a manageable size of customers not join the trend to keep customers and avoid them switching to competitors.

In conclusion, business software and customer data analysis tools with trend analysis are one major helpful way to analyze customer experience and behaviour over a defined period and can generate valuable insights. This can be gathered through multiple interaction channels such as website visits, social media engagements (comments, likes, and shares), visit patterns (buying, spending, and needs), and payment history.

A better customer analytic is good for businesses in both the short term and long term because it will improve customer experience and give valuable predictive insights, which can lead to more sales, more loyalty, and in the end a healthy and profitable business. Good luck!

How may you obtain advice or further information on the article? 

Dr Timi Olubiyi is an Entrepreneurship & Business Management expert with a PhD in Business Administration from Babcock University Nigeria. He is a prolific investment coach, seasoned scholar, Chartered Member of the Chartered Institute for Securities & Investment (CISI), and Securities & Exchange Commission (SEC) registered capital market operator. He can be reached on the Twitter handle @drtimiolubiyi and via email: drtimiolubiyi@gmail.com, for any questions, reactions, and comments

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If Data is the New Oil, Where is the Refinery?

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Timi Olubiyi Data is the New Oil

By Timi Olubiyi, PhD

Internet users are growing at an unprecedented rate, and in Nigeria, for instance, internet users have expressed concerns and frustration over the data price increase in recent times, with many feeling its negative impact on their budgets and mobile smartphone usage.

Major networks such as MTN, Airtel, and Glo have seen a close to 50 per cent increase in Nigerian mobile data prices, with no known alternative available. This shows the significance of data and internet usage, highlighting its role in the digital age and the rapid growth of data and content creation across Africa.

From mobile phone data and e-commerce activities to social media interactions and government services, vast amounts of information are being created daily, which is accessible through internet usage.

The economic and technological landscape of Africa has been undergoing significant evolution recently. The continent is inhabited by over 1.4 billion individuals, and a larger portion of them create, use, and feed on data— which is a digital transformation.

The convergence of rising mobile phone usage, enhanced internet accessibility, and a youthful, technologically adept demographic has positioned Africa at the forefront of global discussions around technology innovation and data generation.

Recently, the phrase “data is the new oil” has gained significant traction in discussions related to technology, business, and the digital economy. But it is public knowledge that when it comes to oil, its availability is limited to certain areas of the world.

On the other hand, tech giants like Google, Facebook, Netflix, Amazon, Microsoft, and Apple control most of the world’s data.

According to a study by Sandvine in 2021, these companies are responsible for about 57 per cent of global data flow, and they have all commodified data. The huge amount of data controlled by these mega-companies is bigger than most small businesses and corporations. But, anyway, this would be another story piece for another time.

In the view of the author, if we want to know if data is really the “new oil”, we need to first look at how it builds value. Data by itself is not useful, just like in the case of oil. Raw data, without any processing or analysis, is merely a collection of information that requires interpretation.

For instance, an online store might keep track of what customers do, like what links they click on, how long they stay on product pages, and what they bought in the past.

However, this data remains mostly useless until it undergoes processing, analysis, and transformation into actionable ideas. Business managers in Africa should follow this path and should adhere to a mindset of ‘facts superiority over opinion’.

As businesses expand, an increasing number of individuals express ideas regarding the actions to be undertaken. However, it is beneficial to employ a data-insight mentality. All company metrics can be tested, measured and improved upon.

It is important to note that business owners/managers must have real-time access to the most important data in their business. Understanding which Key Performance Indicators (KPIs) affect revenue and profit is significantly more crucial than the revenue and profit figures themselves.

When data is cleaned up and analysed, it becomes really useful. Similar to refining oil to produce petrol, diesel, and other products, processing data yields beneficial outcomes. This is where Google and Facebook shine. They have put a lot of money into technologies like machine learning and big data analytics that can turn huge amounts of raw data into personalised ads, recommendation engines, and models that can predict the future. In this way, they make money for both their users and their owners.

In Africa, the idea of “data as the new oil” is particularly appealing because it could help the continent skip ahead in the normal stages of economic growth. Mobile phones let African countries get around the need for landline infrastructure.

Similarly, data technologies could help African economies get past older, resource-heavy ways of growing, leading to new ideas and long-term growth in fresh ways. In agriculture, for instance, data analytics and satellite imaging can help farmers figure out how the weather will behave, get the most out of their crops, and make harvest supply lines work better. Data-driven solutions in healthcare, like electronic health records (EHRs) and predictive analytics, can help find diseases, control outbreaks, and make healthcare better.

In the same way, data-driven education platforms can give students personalised learning experiences and give teachers and managers useful information about how students are doing and what they need. More so, businesses could be data-driven by setting up special internal research units on data, where insights can be generated to improve on decision-making.

Looking ahead, there are evident similarities between data and oil; much like crude oil, data is valuable. Data is not a naturally occurring resource like oil; it is a by-product of human activity. Oil is a limited resource, whereas data is plentiful and perpetually increasing. Raw data must be processed and analysed to derive significant insights and facilitate informed decision-making.

This is where artificial intelligence (AI) is relevant. AI acts as the ultimate data refinery, enabling the conversion of extensive information into meaningful insights. In contrast to oil, which is extracted and processed by a limited number of firms, data is more extensively disseminated, including various stakeholders in its collection, analysis, and utilisation.

Anticipating the future, data will probably witness ongoing advancements in many domains because it is a strategic asset for business and economic growth. With it, people, organisations, and governments can make better decisions. Good luck!

How may you obtain advice or further information on the article? 

Dr Timi Olubiyi is an entrepreneurship and business management expert with a PhD in Business Administration from Babcock University, Nigeria. He is a prolific investment coach, author, seasoned scholar, chartered member of the Chartered Institute for Securities and Investment (CISI), and a Securities and Exchange Commission (SEC)-registered capital market operator. He can be reached on the Twitter handle @drtimiolubiyi and via email: drtimiolubiyi@gmail.com, for any questions, reactions, and comments.

The opinions expressed in this article are those of the author, Dr Timi Olubiyi, and do not necessarily reflect the opinions of others.

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Why President Bola Tinubu Has the Edge in Retaining Power in 2027

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Bola Tinubu 2027 presidential election

By Kenechukwu Aguolu

As the year 2027 draws closer, political manoeuvrings and calculations are already underway across Nigeria. The landscape is expected to shift, with new alliances and coalitions forming among political actors and parties. However, in my view, the chances of the current administration retaining power in 2027 remain high, and several compelling reasons support this assertion.

First and foremost, the All Progressives Congress (APC), the party currently in power, stands as the most formidable political force in the country. The APC boasts an unrivalled structure, a stable leadership, and the highest membership among all political parties. With the largest number of serving governors and National Assembly members, the party is firmly entrenched in all corners of the nation. These factors alone give the APC a significant advantage as it gears up for the 2027 presidential elections.

Under the leadership of President Bola Tinubu, the current administration has displayed a deep sense of patriotism and a clear vision for Nigeria’s future. While the reforms introduced by the government came with initial challenges, these difficulties are gradually easing, and the results are becoming increasingly evident. Prices of goods and services are steadily dropping, and the Naira is beginning to show signs of recovery.

The government’s efforts to diversify the economy are also bearing fruit, with initiatives such as the revival of the Ajaokuta Steel Company and ongoing reforms in the mining sector. By 2027, the dividends of these economic reforms will be more apparent, and the public will be able to feel their positive impact. These successes will work in the administration’s favour and could solidify the APC’s hold on power.

Infrastructure and security have been at the forefront of the government’s priorities. Significant improvements in power generation have already been made, and efforts to tackle insecurity have begun to show positive results, albeit gradually. Furthermore, the government is investing heavily in road construction, including vital projects like the Lagos-Calabar Expressway.

These infrastructural developments are not just for show—they will stimulate economic activities across the country, create jobs, and enhance the living standards of Nigerians. If these trends continue, it will be hard for any political opponent to deny the progress made under the current administration.

Perhaps the most critical factor in the APC’s favour is the leadership of President Tinubu himself. With his personality, widespread followership, and experience, he stands as a political giant in Nigeria. His leadership has been marked by a strong sense of purpose and determination, and his vast network of supporters spans across different regions of the country.

While some may argue that time will tell who will emerge as a viable challenger to President Tinubu, it’s difficult to imagine any politician currently being touted as a credible candidate who could match his national appeal and charisma. The nature of Nigerian politics means that any potential challenger would need to command significant nationwide support to pose a real threat to the APC’s grip on power.

Looking ahead to the 2027 presidential election, I believe it will be much easier for President Tinubu to secure re-election than it was in 2023. His leadership performance, coupled with the robust support of the APC, places him in a strong position for victory. While unforeseen events may shape the political landscape over the next few years, the factors already in play suggest that the current administration is well-positioned to retain power.

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Collaboration Made Easy Using a Work Management Platform

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Firas Jadalla Genetec

By Firas Jadalla

Effective collaboration between security operators, teams, and other departments is essential for the smooth functioning of any organization. However, as organizations grow in complexity, it becomes increasingly challenging for teams to coordinate. Factors such as staffing shortages, high turnover rates, and outdated collaboration tools exacerbate these challenges.

When staff rely on multiple disconnected tools for dispatch, reporting, and task tracking, operations often become fragmented, leading to delays and gaps in communication. In critical areas like safety and security, these inefficiencies can have serious consequences.

Work management solutions bridge these gaps by managing, tracking, and documenting activities, streamlining processes, and fostering real-time collaboration. Built specifically for security teams, these solutions enhance communication, boosts productivity, and improves overall operational efficiency through workflow automation.

Organizations in Africa and the Middle East operate in high-security environments where seamless collaboration is essential. A robust work management platform enables swift response and coordination across complex operational landscapes.

This growing need for integration is driving more organizations to align their security and IT departments. According to a recent Genetec report, 78% of end users in the META region indicate that these departments now work collaboratively, reflecting a shift toward a more unified security approach.

Overcoming barriers to effective collaboration

Over time, many organizations accumulate a patchwork of databases, spreadsheets, and standalone systems to communicate, create reports, and track activities. Some still rely on outdated paper-and-pen processes, which aren’t only time-consuming but also prone to errors. These disjointed methods hinder information sharing and coordination.A digital work management platform consolidates these fragmented systems, offering teams a unified view of activities accessible on both desktop and mobile devices. To take full advantage of their security system data, security teams need to consider more than a generic work management solution.

An ideal work management solution for security teams should accommodate security activities such as guard tours, patrols, and maintenance inspections. It should also seamlessly integrate with existing security systems. For instance, a video operator should be able to create a work request with an attached camera snapshot and route it to the appropriate team in just a few clicks. To ensure trustworthy audits and reporting, the work management system should be built with strong cybersecurity measures and ensure that data can’t be manipulated after the fact by applying blockchain principles.

Benefits of work management systems

Implementing a work management system can transform security operations in several ways:

  • Improved Communication: Teams gain real-time visibility into task progress, responsibilities, and pending assignments. Updates and alerts can be shared seamlessly to request assistance or provide situational awareness.
  • Enhanced Collaboration: Every team member contributes to shared goals rather than isolated tasks. Custom API integrations can connect with other systems, such as employee apps, further fostering teamwork.
  • Time Savings: Built-in reporting tools automate activity logs and compliance audits, freeing up time for other critical tasks.
  • Operational Efficiency: Routine tasks, incident management, and resource tracking are streamlined. Tasks are assigned to personnel with the appropriate skills, tools, and knowledge, ensuring readiness and precision.
  • Workflow Automation: Automations simplify recurring tasks, such as setting reminders, generating reports, or notifying team leads when new requests are added.
  • Resource Optimization: Features like work ticketing and asset management enable efficient resource allocation and management of internal and external requests.
  • Mobile Support: Field officers benefit from mobile apps that enhance situational awareness, communication, and access to standard operating procedures on the go.

Today, governments in Africa, for instance, are heavily investing in smart security solutions as part of their national digital transformation strategies. A centralized work management platform not only supports these efforts but also helps businesses align with evolving security regulations, ensuring compliance and streamlining reporting processes.

Tips for successful implementation

Every organization has unique workflows, so selecting a customizable work management system is crucial. It’s important to choose a solution that’s customizable and intuitive to minimize the need for extensive training.Integration is another key factor.

A platform that deeply integrates with your existing security ecosystem provides a cohesive view of operations and eliminates the need for manual data transfers or redundant processes.A well-designed work management system can break down silos, empower teams, and boost efficiency. To ensure a successful deployment, adopt a lean and agile approach: start small and gradually incorporate more features as your team becomes comfortable with the platform.

With initiatives like Kenya’s Konza Techno City, Nigeria’s Eko Atlantic City and Abuja Centenary City, organizations are increasingly integrating AI-driven security and IoT-enabled monitoring into their operations. A work management platform with automation capabilities supports these advanced security frameworks.

Firas Jadalla is the regional director for Middle East, Turkey & Africa at Genetec Incorporated

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