When we consider customers, we often think of individuals paying for goods or services, but the reality is far more profound. Customers are the lifeblood of any business, and in a broader sense, citizens are the customers of the government. In both contexts, the satisfaction—or dissatisfaction—of customers shapes the future of businesses and governments alike. Elections, for example, are a form of customer service appraisal for politicians, just as feedback surveys are for businesses. By diving into customer experiences and connecting them to governance, we can better understand the broader role of customer service in Nigerian society.

The Customer-Business Relationship: A Symbiotic Exchange

The relationship between a business and its customers is symbiotic—businesses provide value in the form of products and services, while customers offer their loyalty, feedback, and resources in return. This dynamic is reflected in governance, where governments provide essential services—like security, healthcare, and infrastructure—and citizens express their satisfaction through elections. In both instances, neglecting customer needs results in a loss of trust and, eventually, loyalty.
A notable case study of this dynamic is MTN Nigeria, the country’s largest telecom provider. MTN’s success comes from its ability to adapt to changing customer expectations. As of February 2024, MTN had added 1.1 million new subscriptions, bringing its total to 80.9 million subscribers (Nairametrics report, February 2024). By consistently listening to customers, offering tailored data plans, and providing quick responses to complaints, MTN has maintained its dominance in the competitive Nigerian telecom market.

Learning from Failures: The Decline of 9mobile

While some businesses have thrived, others have faltered due to neglecting their customer base. A case in point is 9mobile (formerly Etisalat). At its peak in 2016, 9mobile had over 20 million subscribers, but its failure to address key customer complaints—such as poor network coverage and unresolved technical issues—led to a steep decline. By February 2024, 9mobile’s active subscriptions had dropped to 13.6 million, reflecting a significant loss (Nairametrics report, February 2024). This steep decline highlights the dangers of ignoring customer needs in a fast-moving market. Businesses that fail to adapt to changing demands risk losing their competitive edge and customer base.

Customer Service in Nigeria: A Broader Perspective

In Nigeria, customer service varies widely across industries. Some businesses, particularly in the fintech sector—such as Flutterwave and Interswitch—have raised the bar, offering innovative, customer-centric services that streamline user experiences. Yet, in sectors like public services and banking, customer service remains a significant challenge. Long wait times, bureaucratic inefficiencies, and dismissive attitudes toward customers are still common.
For instance, Zenith Bank faced a customer service crisis in early 2024 when a major system outage left thousands of customers unable to complete transactions. The bank’s slow response to the crisis led to frustration and public backlash on social media. GTBank also experienced similar challenges in 2024, with many complaints of delayed responses, frozen accounts, and transaction errors. Such issues demonstrate how vital it is for businesses—especially those in the financial sector—to prioritize customer satisfaction and responsiveness to avoid reputational damage.

Quantitative Insights: Understanding Customer Sentiment

Quantitative data can provide a clearer picture of how customer service impacts business performance. A 2022 PwC report revealed that 74% of consumers would stop doing business with a company after just one bad experience (PwC CIS, The Future of CX). This statistic highlights the high stakes of customer service in Nigeria, where one negative interaction can result in losing customers for good. Additionally, 63% of customers prioritize speed and convenience when it comes to customer service. Businesses that fail to meet these expectations risk losing market share to more agile competitors.
The Bain & Company study also sheds light on the financial impact of customer satisfaction. Companies that prioritize customer service tend to grow their revenue 4-8% faster than those that don’t. (Bain & Company Customer Experience Tools & Trends Report, 2020). This is particularly important in Nigeria’s competitive sectors, where retaining loyal customers can mean the difference between success and failure.

Cultural Nuances: How They Shape Customer Expectations

Cultural values heavily influence customer expectations in Nigeria. Traditional values—such as respect for hierarchy, time, and social status—are embedded in how customers expect to be treated. For instance, customers expect personalized attention and respectful interactions, whether in a business setting or when interacting with government services. This is why businesses that adapt their customer service to reflect these cultural nuances often see greater customer satisfaction and loyalty.

Addressing Customer Preferences: Customer Idiosyncrasies

Customers often exhibit unique preferences or behaviors, commonly referred to as “customer eccentricities.” These behaviors might include demands for immediate service, preferences for face-to-face interactions, or expectations for highly personalized experiences. While these can complicate service delivery, businesses that approach these traits with empathy rather than frustration often enjoy stronger customer loyalty. It’s crucial not to treat customers with disdain or dismissiveness and even disrespect, because of their idiosyncrasies and ‘obnoxious’ requests. Instead, by acknowledging their concerns and striving to understand the underlying reasons, companies can significantly improve customer satisfaction.

Empathy is the key. When a business responds to a customer’s expectations by showing understanding—whether the issue is urgency or a desire for more personalized attention—it builds trust and diffuses potential conflict. Customers feel valued when they are heard, and this perception enhances their loyalty. Additionally, responding with empathy and respect allows businesses to better manage customer expectations, aligning those needs with the company’s operational goals. According to Bain & Company research, companies that excel in customer service see revenue growth 4-8% faster than competitors, demonstrating how effective management of customer preferences can lead to long-term profitability  .

Incorporating empathy into customer interactions helps businesses not only handle these eccentricities but also set realistic expectations without sacrificing service quality. When businesses respect customer preferences and find a balance between meeting those needs and operational efficiency, they create lasting relationships that drive loyalty and enhance the brand’s reputation. This approach is not just beneficial for customers; it aligns with the company’s objectives, contributing to its overall success.

Elections as a Customer Service Appraisal

Elections in Nigeria serve as a direct appraisal of politicians and their governance, much like customer satisfaction surveys for businesses. Citizens, as the government’s customers, demand accountability and tangible results in areas like infrastructure, healthcare, and education. If these services fall short, citizens “vote out” underperforming politicians in elections, much like customers switch brands after poor experiences.

Global Standards for Customer Service: Learning from the Best

Globally, companies like Amazon and Zappos have set the standard for excellent customer service by focusing on speed, reliability, and personalization. For example, Amazon’s one-click shopping and 24/7 customer service make it easy for customers to resolve issues without hassle. In contrast, Zappos is renowned for its customer-first approach, which includes a generous returns policy and human-centered support.
Nigerian businesses can learn from these examples by implementing customer-centric policies that prioritize transparency, speed, and accountability. For instance, MTN has invested in AI-driven customer support that resolves complaints quickly and efficiently, ensuring that customers experience minimal disruption.

Where Does Customer Service Start?

Customer service doesn’t start when a customer raises a complaint—it begins at the very heart of the business, shaping its operations and values. This idea emphasizes that customer service should be proactive, rather than reactive, and integrated into every facet of the organization. When businesses, like MTN, use tools like data analytics to monitor customer behavior and preemptively address potential issues—such as network disruptions—before customers even notice, they are practicing proactive customer service. This method not only prevents problems from escalating but also fosters trust and long-term loyalty from customers.

A customer-centric culture involves more than just a customer service team. Every employee, no matter how minor their interaction with the customer may seem, contributes to the overall customer experience. This means training staff across all departments to be aligned with the company’s values and approach to customer satisfaction. Whether it’s the sales rep, the delivery driver, or even the back-office accountant, teacher, etc, each one plays a role in creating a cohesive, positive experience for the customer. A unified, well-trained workforce focused on delivering value at every touchpoint results in a seamless customer journey.

The same principle applies to governance. Proactive governance, much like proactive customer service, involves anticipating and solving public needs before they lead to widespread dissatisfaction. For instance, providing infrastructure, healthcare, and public utilities in a timely manner, without waiting for protests or public outcry, strengthens the bond between citizens and their government. This type of governance earns the public’s trust in the same way that businesses earn customer loyalty—by anticipating needs and delivering value consistently.

In both business and governance, creating a customer-centric culture where problems are solved before they become complaints leads to stronger relationships, higher trust, and overall satisfaction.

The Value of Customers: Businesses and Citizens Alike

The value of customers is immense—whether in business or governance. Studies have shown that retaining existing customers is far more cost-effective than acquiring new ones. A Bain & Company study found that businesses delivering superior customer service grow revenue 4-8% faster than those that don’t. In governance, satisfied citizens lead to greater trust and smoother governance. Governments that prioritize public services—such as healthcare, education, and infrastructure—build stronger relationships with their citizens, ensuring stability and cooperation.

Conclusion: A Call to Action

Whether you’re a business owner, politician, or public servant, the message is clear: your customers—whether buyers or citizens—are watching, and their feedback matters. Poor customer service can lead to lost business, damaged reputations, or even electoral defeat. As Sam Walton, the founder of Walmart, famously said, “There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” This underscores the power customers wield—be it in commerce or governance.

As a business owner, focus on listening to your customers, adapting to their needs, and delivering consistently. Similarly, as a government leader, every interaction with a citizen is an opportunity to build trust—or lose it. Steve Jobs captured this perfectly when he said, “You’ve got to start with the customer experience and work back toward the technology, not the other way around.” It’s not just about what you provide; it’s about ensuring that the experience resonates and fulfills their expectations.

It’s time for Nigeria to raise the bar on customer service. Whether in business or governance, the focus must be on delivering value, ensuring satisfaction, and creating lasting trust. Now is the time to act.