Nigeria Content Online

The focus of this
column last week was on Airtel and the need to observe the perception
of consumers about its services. The online reactions to the column
were very revealing and thought provoking. Some readers disagreed with
my viewpoint, others supported it, and also added other dimension to
it. These dimensions focused more on the consumers and why they should
not be underestimated.

It is important to
continuously engage consumers, as this helps to shape their opinions
about the brand. There should be sessions whereby consumers are engaged
in down-to-earth discussions to feel their views about a brand or
service. This, I believe, is what the telecomm companies should be
doing. It should be a consistent activity which helps shape opinions
and views about their services. The absence of a solid platform to
engage consumers leaves them guessing and ultimately making wrong
assumptions. Engagement sessions help brands resolve consumers’
frustrations and address their grievances.

Some of these, to a
large extent, erode their confidence in brands. Consumers are not
docile people, and they should not be treated as such. They should also
not be taken for granted in whatever form and under any circumstance.
This is one raging issue against telecomm companies, as they take undue
advantage of consumers. That is why I commend Sola Salako and her
Consumer Advocacy Forum, which has really kept the telecomm companies
on their toes. I have watched a few of the forum’s programmes, and I
believe it is right to checkmate the excesses of companies and their
brands.

The inability to
analyse consumers, determine their perception, and thoroughly profile
their personality pose serious threat to companies and their brands. It
is important to know who the consumers are, what they do, how they
think, and what influences their decisions.

Consumers’ pressing need

Quality service is
all the consumers want. This should be a serious point of focus for the
telecomm companies. Tariff reduction does not have any meaning if there
is poor service delivery. The services should be both realisable and
dependable.

One of the other
readers mentioned this as being more important than any sales promotion
that is not hinged on quality service delivery. I believe it will get
to an interesting level when companies and their brands will go to the
streets and touch base with consumers. This will definitely lead to
building sustainable relationships with consumers.

Come to think of
it, Airtel roaming the streets of Lagos and gauging consumers’
perception! This will be real and authentic. If this is done, the
network would create a true connection with consumers. This will chart
a strategic direction for the brand.

The end result is a
real and long time relationship with them, built on trust and mutual
respect. I believe that we are getting to the level whereby companies
would account for themselves. This is known as vigilante consumerism.
Consumers hold brands accountable for their actions more than what any
legislation can do. This has started already with the Consumer’s
Advocacy Forum.

A good tracking
programme also helps build consumers confidence and serves as a signal
to track their complaints and grievances. When consumers are not given
an opportunity to express themselves, they resort to complaints and
resultant effect is their willingness to share their negative
experiences.

Consumers do not
like to be exploited by brands, as they want brands to offer themselves
for appraisal. A customer-centric approach will always restore
confidence and make them see reason why they need to connect more with
a particular brand or service. Through all these, consumers will show
their love and loyalty to such brands, even during recession.

Ayopo, a
Communication Strategist and Public Relations specialist is the CEO of
Shortlist Limited, shortlistedprspeacialists@gmail.com