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I am a subscriber
on the Zain network, and what I discovered during the recent name
change to Airtel informed this write-up. Its importance made me
jettison some other outlined topics.

This is an
interesting issue, as Airtel replaced Zain network over the weekend,
with several consumers unaware that they are hooked on a new network.
What has become very critical is the approach adopted in the name
change. Airtel suddenly replaced Zain, without the target consumers
gaining firsthand knowledge.

Airtel should have
garnered consumer’s attention through specific communication channels
before the eventual unveiling. It should have created a bit of
excitement amongst the consumers about the new network. When Etisalat
came in, it leveraged on a platform of registering preferred numbers
for consumers. This motivated several Nigerians to connect with the
network.

A coherent strategy
to generate massive awareness for the name change amongst consumers
would have been a potent tool to arouse the audience interest and gain
their attention. When people saw red billboards with Airtel logo, they
asked questions, and this shows limited awareness about the name change.

Identity crisis

A brand name should
also be one that appeals to the consumer. It is surprising to note that
even subscribers on the network do not know the name of their new
network. A subscriber within my office complex asked which one is
Airtel again?

The network on my
phone, as I write, still reads ‘ZAIN NG’. I learnt of the proposed buy
over of Zain months back. The period should have been utilised to
sensitise Nigerians about the new brand name, its offerings, and
benefits to them. Airtel should have developed a strategy which is
aimed at touching base with the consumers. Presently, the brand has
identity crisis with the consumers, due to the process of name change
that has resultant effects on poor network quality.

I conducted a
dipstick research on the name change in order to gauge the perception
of ZAIN subscribers. The results were very revealing, as virtually all
respondents interviewed have lost confidence in the network. Some were
unhappy they could not load recharge cards on their phone since the
name change.

The most critical
response is that quite a lot of subscribers have migrated to other
networks. It is equally important to state here that many were
surprised at the name change, as they were caught unawares.

Airtel should have
conducted a comprehensive research on the potential outcome of the name
change. This would have enabled the network gain insights about the
perception of the consumers. The brand needs to understand consumers’
perception, as this influences their behaviour. This has resulted in
the decisions of some consumers dropping the brand, prior to the name
change. Airtel would have touched base with consumers, gauge their
perception, and allay their fears about the name change through the
research. What sets Airtel apart from other networks would have been
revealed.

No structured strategy

There was no
structured communication strategy to inform the consumers about the
name change. Airtel may embark on a name change, but can it match up to
the desired image? Consumers must be able to trust the brand while they
also need to be treated with respect. It becomes difficult to change
perceptions and to transcend current stereotypes related to particular
brand images.

It is already
visible that there is consumers’ remorse. This was revealed through the
‘on the street’ dipstick research. Consumer’s remorse occurs when
changes take place after a consumer patronises a brand, which s/he
regrets later.

Now, consumers on
the network are unhappy and unsatisfied with network quality. Airtel
needs to contend for consumer’s loyalty and have consistency in service
delivery.

I was pleasantly
surprised when a story in a newspaper on November 22, credited to
Airtel chairman, read: ‘Airtel will give MTN a good fight’. My view is
that this should not be the starting point for Airtel. What this
portends is that Airtel might even be heading towards the wrong
direction. Airtel needs to fully understand the key parameters on
ground and map out strategies to remain a preferred network for its
consumers. Airtel needs to gauge the perception of subscribers on its
network and give them a reassurance that it will improve on its
offerings.

The brand needs to
gather a substantial momentum against competition. It is coming at a
time when several Nigerians perceive Etisalat as the best network.
There should be a high visible marketing and public relations
intervention to position the brand in the minds of Nigerians.

We indeed await
Airtel to showcase and leverage what is stands for to Nigerians. It is
only then we will all know we know what freedom means.