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Culture and Customer Experience in Nigeria

Mr Aliyu ilias, President Chartered Institute Customer Relationship Mgt.
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By Aliyu ilias, President Chartered Institute Customer Relationship Mgt.

We are all subjected to seeing things from our own perception which is a subject of our geographical location, exposure and what is obtainable in our society, we can also go further to adhere to local legislation as it relates to goods and services around us. We believed every good and service must have passed through the expected regulatory agencies and it ok for our consumption

Nigeria’s culture has a lot of impact on our behaviours toward goods and services according to Nigeria mystery shoppers provider Abuja, through advertisement majority of Nigerians’ interest can be drawn to a particular product, this is because most of us believed that anything that is advertised must have passed through a lot of approval.

To make it more acceptable companies get a celebrity to market a product or service in Nigeria, but the seeming belief can only be changed after a test of the product. In my customer service training in Abuja, most participants ask after the first purchase why people stop coming again

Our culture gives more room for trust, we find it difficult to doubt things until we experience the bad side of it, when someone calls God in dealings or in a conventional market an average Nigerian trusts the service or product,

More so, an average Nigerian finds it difficult to complain, simply because of the immediate stigmatization of the complainant as a troublesome person or a serial I too know fellow in Nigeria local parlance. I recalled the day I complained in a Nigeria bank for not providing a seat for customers and the service turnaround time is poor, I request they respond to a particular old woman that has been in the queue for over thirty minutes, my expectation was that all the people on the queue should join me to echo our grievances in one voice, I was disappointed as I was been look at as busy body fellow until the old woman decide to go out of the bank to get a seat, She said I should please come and inform her when the service is close to her turn. Since then it form a critical example I used in my customer service training in Abuja, Lagos and Nigeria

The appalling part of the story is that after a month I saw one of the people in the queue at a different branch of the bank, he walked up to me and said, oh you don’t go to that useless bank as well, I was surprised to my bone marrow, it shows he was not comfortable with the bank but decided to endure and rather change the branch. This is a typical example of Nigerians when we see something wrong we do not want to complain but we want to change to the alternative, what if the alternative is not available?