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: email@example.com, for any questions, reactions, and comments
Teeth Cleaning for Children and its Significance
Teeth cleaning is really substantial, so for children as for adults. Tooth plaque and bacteria can be removed by brushing teeth and avoiding the illnesses of gums and decay of teeth. People should brush their teeth in the morning and in the evening just before falling asleep, that is twice a day.
Parents should teach their children to clean their teeth early in the morning and make teeth cleaning an indispensable part of the list of their daily must-do activities so that this habit will stay with them when they become adults.
From what age, children should start off brushing their teeth?
Commence teeth brushing once the first tooth appears, in general beyond seven months of age. First and foremost, start to apply a mild wet cloth, as well as parents, can try cleaning the teeth using water and a mild toothbrush. Teeth are extremely significant for adults and, notably, for children. Teeth aid babies in speaking and eating, so it is significant to take care of them properly from the first months of life onward. Many children do not allow cleaning their teeth as it is an unpleasant activity for them. In this case, parents are advised to try to entertain the kid with the games on smartphones, for this a vivid instance can be the casino gaming like 22Bet Nigeria. So, as the parents adore much to play, they are able to grab the attention of children by these games and clean their teeth in the meanwhile.
The pickup of the right brush and toothpaste for kids
Children under 18 months only make use of only water during tooth brushing.
From 18 months to 6 years old, apply a toothbrush with a tiny head and mild stubble. Check out the fluoride quantity on the pack of toothpaste, it should be with a low.
Teach your kid the right brushing of teeth
Cheer your children up to be engaged in the process of tooth brushing with pleasure. Support them to adopt this skill and entitle them to brush their teeth on their own. After the age of 8, kids develop the perfect motor ability required for cleaning the tooth. Nevertheless, control over the children is mandatory until parents are assured that the kids are able to succeed in this activity and many others by themselves.
After cleaning, cheer your child up to spit out the toothpaste, rather than to swallow it with water.
Making 2023 General Elections a Rewarding One
By Jerome-Mario Utomi
The central interest of this piece is not to spot leadership faults in Nigeria or proffer solutions to what the present administration is not doing well to salvage the socio-economic well-being of the poor masses. Rather, the present piece is out to perform two separate but related functions.
First, as the nation races towards 2023 general elections, the piece x-rays the volume/strength with which foreign observers have in the past two decades raised strong voices against uncivil antics particularly the thorny transparency challenge that characterized concluded elections in Nigeria and the organized resentment it brought to the nation at the global stage/ exposed the nation to the pangs of sociopolitical challenges that prevent her from enthroning true democracy that ensures a corruption-free society.
Secondly, it is primed and positioned to find both practical and pragmatic ways Nigerians and particularly the present administration can use the forthcoming 2023 general election to correct the nation’s leadership challenge which is gravitating towards becoming a culture.
Aside from the fact that we cannot solve our socio-political challenges with the same thinking we used when we created it, the 2023 electoral project will among other things demand finding nations that have met the electoral challenges that we currently face, how they had tackled it and how successful they had become. We must admit and adopt both structural and mental changes, approaches that impose more discipline than is conventional.
Indeed, we are challenged to develop the world perspective in performing the traditional but universal responsibility which the instrumentality of participatory democracy and election of leaders confers on us, as no individual or nation can live alone and our geographical oneness has to a large extent come into being through modern man scientific ingenuity.
Again, with the amendment of the electoral Act that presently accommodates the electronic transmission of results, one can say that as a nation, we have made some political/electoral gains.
However, to help achieve electoral perfection in the country, there exists also, a study report which provides a link between the factors that impede credible election in Nigeria as well as made far-reaching measures that could pave way for development and orderliness in the nation’s political sphere.
The report was put together by the Centre for Value in Leadership (CVL), Lagos in partnership with the Policy and Legal Advocacy Centre (PLAC), and supported by MacArthur Foundation. It has as title; Ethics and Standards in Electoral Process in Nigeria (guiding tools/principles).
Going by the content of the report, an election is said to be credible when it is organized in an atmosphere of peace, devoid of rancour and acrimony. The outcome of such an election must be acceptable to a majority of the electorate and it must be acceptable within the international community.
If elections are to be free and fair, laws designed in that regard must not just exist; they must be operational and be enforced. And the power of freedom of choice conferred on the electorates must be absolute and not questionable.
But contrary to these provisions, since the re-emergence of democracy in Nigeria in 1999, our country has conducted different elections. These elections have many common features and few things differentiate them.
For instance, the elections were all conducted periodically as expected. They were closely monitored by domestic and international observers, and they aroused varied contestations from Nigerian politicians and voters and they were marred by varying degrees of malpractice.
The implication of this finding is that the electoral process in Nigeria is rendered vulnerable to abuse, through massive rigging and other forms of electoral malpractices by political parties- especially by those in power as they seek to manipulate the system to serve their partisan interest.
Elections, which are a critical part of the democratic process, therefore, lose their intrinsic value and become mere means of manipulation to get to power.
This, the study noted, derogates the sanctity of elections as an institutional mechanism for conferring political power on citizens in a democratic dispensation.
As a way forward, it underlined four basic conditions necessary to create an enabling environment for holding free and fair elections. These include; an honest, competent and non-partisan body to administer the election, the knowledge and willingness of the political community to accept basic rules and regulations governing the contest for power, a developed system of political parties and teams of candidates presented to the electorates as alternative choices. And an independent judiciary to interpret electoral laws and settle election disputes.
For transparency and accountability during and after the election, INEC should; be free from any form of financial encumbrance, funding of INEC should henceforth come from the first-line charge. The commission should also be removed from the list of Federal bodies. And, the procedure for the appointment and removal of the INEC chairman and members of the board should be reviewed.
To perform its role effectively as the final arbiter of electoral dispute, and curb the excesses of the politicians, the court must possess both juridical expertise as well as political independence. There should be adequate time between resolution of conflicts and swearing-in of elected officials; section 134 (2) and (3) of the Electoral Act 2010 should be reviewed such that election tribunal cases are expedited. And finally, the court must resist the political or financial pressure and adhere strictly to the underlying legal grounds in their consideration of injunctions.
Aside from adopting or enforcing provisions requiring aspiring candidates to have been a member of a political party to address a high prevalence of defections before elections which dilutes political party growth and development, political parties should act as a bridge between people and the government and help integrate citizens into the political system. Also, they should inform citizens about politics through socialization and mobilization of voters to ensure that the decisions are made by the people.
While the report stressed that any discussion on democracy without the right to receive and impart information is empty. It, however, regretted that journalism in Nigeria with regard to its constitutional roles is not scientific; adding that Nigerian politicians have always used the media in an unwholesome manner.
To exit this state of affairs, the report urged practitioners to help build enlightened electorates as public enlightenment is a prerequisite for free and fair elections.
The Nigerian Broadcasting Commission, private and state-owned media outlets should strictly enforce, and adhere to regulations on media neutrality and take steps against hate messaging and misinformation in the media. The media should uphold the ethos of providing accurate and factual information to the citizens at all times.
While this is ongoing, the Nigerian Police Force should be guided by, and conform to the appropriate principles, rules, codes of ethics, and laws governing police duties especially in relation to crowd control and use of firearms. They should maintain impartiality and eschew partisanship or discrimination between the ruling and non-ruling, big or small.
Jerome-Mario Utomi is the Programme Coordinator (Media and Public Policy), Social and Economic Justice Advocacy (SEJA), Lagos. He could be reached via firstname.lastname@example.org/08032725374.
Money, Society, Development and Economics
By Nneka Okumazie
For some people, all they will ever become is what money can make them.
For them, the power of everything money can do makes everything about money.
They often measure to money and measure for money. They talk for it and ensure it is what is seen about them.
Many of these people have money above all culture in some of the countries the people there have described as unbearable.
In most of these countries, the same reason government does not work is the same thing outsiders are about, bringing the country to a contiguous halt.
Government is all about who can grab for self and interests, around power, resources and money.
This same reason is why many organized crimes exist and several kinds of harmful practices across the private sector.
Money will never develop any country. Though some continue to say money is what is lacking.
Money will never change anything about anyone because if there are real changes at any point, money may have enhanced it but was never cause.
Things that look like changes that money made does not change; they are just more of how money keeps itself important.
For many things done because there was money to do it, they are many times purposeless. There are also others that should be been important, but because money was more important in that project, it also became purposeless.
If in some developing country, someone lives in a nice apartment or drives a cool vehicle, making that individual seem important, the importance of the individual is to whom, and what purpose does it serve, and for what it serves, what does it change, affect or improve?
The comfort that is lived in many of these places is a false peak.
It keeps them there and there is rarely much else to find meaning for.
Money continues to dictate how to be seen to have it, going around in circles, absent of progress, but ensuring participants are unaware.
Money, for what it can, makes people become a sunset. Money stays important using people as tools to itself.
[Ecclesiastes 6:7, All the labour of man is for his mouth, and yet the appetite is not filled.]
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