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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: [email protected], for any questions, reactions, and comments

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The Future of Payments: Key Trends to Watch in 2025

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Luke Kyohere

By Luke Kyohere

The global payments landscape is undergoing a rapid transformation. New technologies coupled with the rising demand for seamless, secure, and efficient transactions has spurred on an exciting new era of innovation and growth. With 2025 fast approaching, here are important trends that will shape the future of payments:

1. The rise of real-time payments

Until recently, real-time payments have been used in Africa for cross-border mobile money payments, but less so for traditional payments. We are seeing companies like Mastercard investing in this area, as well as central banks in Africa putting focus on this. 

2. Cashless payments will increase

In 2025, we will see the continued acceleration of cashless payments across Africa. B2B payments in particular will also increase. Digital payments began between individuals but are now becoming commonplace for larger corporate transactions. 

3. Digital currency will hit mainstream

In the cryptocurrency space, we will see an increase in the use of stablecoins like United States Digital Currency (USDC) and Tether (USDT) which are linked to US dollars. These will come to replace traditional cryptocurrencies as their price point is more stable. This year, many countries will begin preparing for Central Bank Digital Currencies (CBDCs), government-backed digital currencies which use blockchain. 

The increased uptake of digital currencies reflects the maturity of distributed ledger technology and improved API availability. 

4. Increased government oversight

As adoption of digital currencies will increase, governments will also put more focus into monitoring these flows. In particular, this will centre on companies and banks rather than individuals. The goal of this will be to control and occasionally curb runaway foreign exchange (FX) rates.

5. Business leaders buy into AI technology

In 2025, we will see many business leaders buying into AI through respected providers relying on well-researched platforms and huge data sets. Most companies don’t have the budget to invest in their own research and development in AI, so many are now opting to ‘buy’ into the technology rather than ‘build’ it themselves. Moreover, many businesses are concerned about the risks associated with data ownership and accuracy so buying software is another way to avoid this risk. 

6. Continued AI Adoption in Payments

In payments, the proliferation of AI will continue to improve user experience and increase security.  To detect fraud, AI is used to track patterns and payment flows in real-time. If unusual activity is detected, the technology can be used to flag or even block payments which may be fraudulent. 

When it comes to user experience, we will also see AI being used to improve the interface design of payment platforms. The technology will also increasingly be used for translation for international payment platforms.

7. Rise of Super Apps

To get more from their platforms, mobile network operators are building comprehensive service platforms, integrating multiple payment experiences into a single app. This reflects the shift of many users moving from text-based services to mobile apps. Rather than offering a single service, super apps are packing many other services into a single app. For example, apps which may have previously been used primarily for lending, now have options for saving and paying bills. 

8. Business strategy shift

Recent major technological changes will force business leaders to focus on much shorter prediction and reaction cycles. Because the rate of change has been unprecedented in the past year, this will force decision-makers to adapt quickly, be decisive and nimble. 

As the payments space evolves,  businesses, banks, and governments must continually embrace innovation, collaboration, and prioritise customer needs. These efforts build a more inclusive, secure, and efficient payment system that supports local to global economic growth – enabling true financial inclusion across borders.

Luke Kyohere is the Group Chief Product and Innovation Officer at Onafriq

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Ghana’s Democratic Triumph: A Call to Action for Nigeria’s 2027 Elections

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ghana election 2024

In a heartfelt statement released today, the Conference of Nigeria Political Parties (CNPP) has extended its warmest congratulations to Ghana’s President-Elect, emphasizing the importance of learning from Ghana’s recent electoral success as Nigeria gears up for its 2027 general elections.

In a statement signed by its Deputy National Publicity Secretary, Comrade James Ezema, the CNPP highlighted the need for Nigeria to reclaim its status as a leader in democratic governance in Africa.

“The recent victory of Ghana’s President-Elect is a testament to the maturity and resilience of Ghana’s democracy,” the CNPP stated. “As we celebrate this achievement, we must reflect on the lessons that Nigeria can learn from our West African neighbour.”

The CNPP’s message underscored the significance of free, fair, and credible elections, a standard that Ghana has set and one that Nigeria has previously achieved under former President Goodluck Jonathan in 2015. “It is high time for Nigeria to reclaim its position as a beacon of democracy in Africa,” the CNPP asserted, calling for a renewed commitment to the electoral process.

Central to CNPP’s message is the insistence that “the will of the people must be supreme in Nigeria’s electoral processes.” The umbrella body of all registered political parties and political associations in Nigeria CNPP emphasized the necessity of an electoral system that genuinely reflects the wishes of the Nigerian populace. “We must strive to create an environment where elections are free from manipulation, violence, and intimidation,” the CNPP urged, calling on the Independent National Electoral Commission (INEC) to take decisive action to ensure the integrity of the electoral process.

The CNPP also expressed concern over premature declarations regarding the 2027 elections, stating, “It is disheartening to note that some individuals are already announcing that there is no vacancy in Aso Rock in 2027. This kind of statement not only undermines the democratic principles that our nation holds dear but also distracts from the pressing need for the current administration to earn the trust of the electorate.”

The CNPP viewed the upcoming elections as a pivotal moment for Nigeria. “The 2027 general elections present a unique opportunity for Nigeria to reclaim its position as a leader in democratic governance in Africa,” it remarked. The body called on all stakeholders — including the executive, legislature, judiciary, the Independent National Electoral Commission (INEC), and civil society organisations — to collaborate in ensuring that elections are transparent, credible, and reflective of the will of the Nigerian people.

As the most populous African country prepares for the 2027 elections, the CNPP urged all Nigerians to remain vigilant and committed to democratic principles. “We must work together to ensure that our elections are free from violence, intimidation, and manipulation,” the statement stated, reaffirming the CNPP’s commitment to promoting a peaceful and credible electoral process.

In conclusion, the CNPP congratulated the President-Elect of Ghana and the Ghanaian people on their remarkable achievements.

“We look forward to learning from their experience and working together to strengthen democracy in our region,” the CNPP concluded.

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The Need to Promote Equality, Equity and Fairness in Nigeria’s Proposed Tax Reforms

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tax reform recommendations

By Kenechukwu Aguolu

The proposed tax reform, involving four tax bills introduced by the Federal Government, has received significant criticism. Notably, it was rejected by the Governors’ Forum but was still forwarded to the National Assembly. Unlike the various bold economic decisions made by this government, concessions will likely need to be made on these tax reforms, which involve legislative amendments and therefore cannot be imposed by the executive. This article highlights the purposes of taxation, the qualities of a good tax system, and some of the implications of the proposed tax reforms.

One of the major purposes of taxation is to generate revenue for the government to finance its activities. A good tax system should raise sufficient revenue for the government to fund its operations, and support economic and infrastructural development. For any country to achieve meaningful progress, its tax-to-GDP ratio should be at least 15%. Currently, Nigeria’s tax-to-GDP ratio is less than 11%. The proposed tax reforms aim to increase this ratio to 18% within the next three years.

A good tax system should also promote income redistribution and equality by implementing progressive tax policies. In line with this, the proposed tax reforms favour low-income earners. For example, individuals earning less than one million naira annually are exempted from personal income tax. Additionally, essential goods and services such as food, accommodation, and transportation, which constitute a significant portion of household consumption for low- and middle-income groups, are to be exempted from VAT.

In addition to equality, a good tax system should ensure equity and fairness, a key area of contention surrounding the proposed reforms. If implemented, the amendments to the Value Added Tax could lead to a significant reduction in the federal allocation for some states; impairing their ability to finance government operations and development projects. The VAT amendments should be holistically revisited to promote fairness and national unity.

The establishment of a single agency to collect government taxes, the Nigeria Revenue Service, could reduce loopholes that have previously resulted in revenue losses, provided proper controls are put in place. It is logically easier to monitor revenue collection by one agency than by multiple agencies. However, this is not a magical solution. With automation, revenue collection can be seamless whether it is managed by one agency or several, as long as monitoring and accountability measures are implemented effectively.

The proposed tax reforms by the Federal Government are well-intentioned. However, all concerns raised by Nigerians should be looked into, and concessions should be made where necessary. Policies are more effective when they are adapted to suit the unique characteristics of a nation, rather than adopted wholesale. A good tax system should aim to raise sufficient revenue, ensure equitable income distribution, and promote equality, equity, and fairness.

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