 Thanks for staying with us. There's a satisfying feeling that comes with getting value for money, and that is exactly how every business interaction should be. Good business has never only been about providing quality goods and services, it goes beyond that. A positive customer experience is crucial to the success of your business because a happy customer is one who is likely to become a loyal customer who can help you boost revenue. The best marketing money can buy is a customer who will promote your business for you. One who's loyal to your company promotes your business through word-of-mouth marketing and advocates for your brand and product or service. What ways do you think SMEs and MSMEs can start to leverage customer experience in 2023? Please let's hear what you have to say. Remember, you can join the conversation and send us an SMS or WhatsApp to 0818 038 4663. You can also Twitter us at atwayshowafrica1 with the hashtag we show. Damnola went to the streets of Lagos to speak with some small business owners on how they are leveraging customer experience and let's see what she found. How have you been able to manage business though considering the hiking price of everything? My dear, everything is too high. I mean, no one customer comes in, they complain of the food is too small, but I've been telling them that things are so expensive. When I go to market to buy things to prepare the food, the prices of things are so high. On the most, it has been very difficult. Things are quite different, quite different from the way it used to be. We have a drastic reduction in customers, a drastic reduction in sales. All these are because of the harsh economic conditions. We've just been doing it by turn up, just turn up if most times we sell without gain, most times just sell just to make your customers happy so that they can come back again. How do you deal with difficult customers? I'm sure, I mean, every business has difficult customers. So how do you deal with difficult customers? Well, they are all our customers. There's the cool ones, there's the hard ones. We still try to go along with them, manage them. We don't have choice. Like they say, customers are always right. So what we try to do is, those difficult customers will try as much as we can to manage them, to avoid anything that will lead to arguments or disagreements that will lead to maybe violence. We still have to keep them in touch with a good price that will favour them, that will favour them, that won't scare them away. It's been a beautiful day in the hearts of VI where we've spoken to Legoscians on how they handle their businesses, how they manage their business considering the hiking price of products, how they actually manage their customers because we know that there are different types of customers. We have the pleasant customers and we have the difficult customers. Well, the use of incentive is a major part of every business and customer service is a very great part of every business because if your customer service is bad, you're going to run your business down. Thank you very much for staying with us. This is Vox Pop on The Waste Show. Okay, that was quite interesting to see that even on the streets, people understand the value of customer experience. Tamela, what did you notice today? Well, honestly, like one guy I spoke to said today, he said sometimes they have to give incentive to their customers. I understand that incentive drives people because if I come to your store today and I know that when I'm leaving, I'm going to get at least a pen. I promise you I want to come to your store tomorrow because I want to get as many pen as possible. That's just an example. So that's, I mean, apart from that, you know, customers listening to your customer's feedback. For instance, your customer comes in today and says, ah, this thing that you're selling is a lot to, or there's something wrong with it. And then you actually listen to the person and they make amendments just accordingly. By the time the person comes the second time, the person realizes that, oh, this person actually paid attention. It's just like when you're in a relationship. Imagine you complaining to your partner every time and the person doesn't listen to you. You feel that you're not, you don't matter to the person. You're not important to that person. But when you complain about one thing, one time, and then the person makes and amend the next time, of course, you would feel very important. You will feel sane. You will feel heard. So I think that a lot of people, especially small business, actually, especially small business owners, they understand the importance of customer service because they know that it is these customers that give them money. And that's how they eat. There's nobody else that will give them money. True, true. Amala is also a customer expert. Yes, I am. I'd actually love to hear from you. Specters. Yes, thank you. So, and I like to say, I'm always in customer mode and it can be both a blessing and a cost sometimes. Because you expect certain things from a service provider. Now I'm very big on communication. I believe everybody's big on communication. Customer experience is basically just communication because just tell people what they need to know. Tell them at the right time and do all the necessary follow-ups that you need to do. For instance, you're talking about people that are saying, oh, you know, of course it affects on everybody. Everybody's collecting the prices. If the prices of my products, if the prices of the product goes up from the supplier, you die. The person that's going to sell it, the retailer is definitely going to need to add their own. And then sometimes you will understand, you as the customer, you understand, you see what is going on. But how well are these service providers now managing the customers? Because after everything, you still want their money. After everything that is going on, you want their money and you still want them to keep coming back. So I personally believe customer experience is the most important thing because any brand that I am interacting with, aside from the product that you're going to provide to me, I'm a very, once I'm a loyal customer, I'm an advocate, you can ask anybody. Once you've done me well, one time, the whole world will know about you. So I totally agree that customer experience needs to be, you know, it needs to be leveraged. We need to leverage it to the core. We need to check the bone, the marrow, and just suck everything else. Yes. I strongly believe also that customer experience is a very powerful market in strategy, which is why I don't understand why I walk into supermarkets these days and then the attendance at the teals can be very rude and sassy. I had an experience this morning as a matter of fact with myself and Dhamnala. I went to supermarkets by just a few items because we just had to rush by the supermarkets. And then I tried to use the, what's the code, card to pay. And then the lady says, oh, because it is less than 1,000 Naira, I can't pay with my card. And I said, okay, no problem. Let me go back to the card to look for, because I mean I can't understand that you guys don't want to incur charges over, you know, little amounts. I remember as a card, we didn't have up to that amount, unfortunately. So I went back to her and I'm like, okay, look, this is what it is. I just, I was like, you know what? Let me just buy what I have, you know, the amount worth. And then I buy it and I think it was 270 Naira. I had 300 Naira and I gave it to her and I'm like, okay, so 200 Naira. I need my change. And of course, what she says to me is, we don't have 30 Naira. And I'm like, you don't have 30 Naira. You will give me 30 Naira. I'm proud of you. You have to give me the 30 Naira. You better give me. And then she says, take something for 30 Naira. I don't want to take any, this is not my money. How about that? You know, and I feel like if she had nicer ways, you know, you can tell me, smile at me and say, we don't have 30 Naira. Even joke, I say, I know you want it because I didn't want that kind of thing. I would even, you know, smile back and I would simply walk away. But she was ready to give and I was ready to give it to her as well. And we know we had that banter on to the mind jacket and I'm sure the man looked at me and said, 30 Naira, what's costing this thing? That is the essence of customer experience. It's very important. So even small businesses, large businesses, middle-scale enterprises, that's what they need to understand that customer experience is very, very important. But we have a professional with us today, our guy, our guy, this customer experience. I'm very excited. I can't wait to hear from her. With experience in various disciplines, including customer experience, customer service, customer loyalty, digital marketing strategy, content development and training, both in the public and private sector, across two continents. Utsielu has been exposed to varied business styles, strategies and approaches and she has joined us live here today. Thank you for joining us, Utsielu. Utsielu, are you there? Can you hear me? Yes, we can hear you. Hello. Hello. Hi, Utsielu, hello. How's it going? Very well, very well. Thank you. Okay, so I was saying that you are our in-house customer experience professional. So please. I'm sorry about that. All right. We can't wait to hear from you tonight. And we know you're definitely going to give us your very best tonight. I will try. Okay, Utsielu, when we talk about leveraging customer experience in our businesses today, what do you have to say about this? Well, customer experience is everything. I think I'm very biased when you ask me this question because if you ask me in any business, what's the most important thing? I'll always tell you customer experience. Some people say, oh, but what about the product? What about people? There's so many other things that people put before customer experience and it just goes to show the mindset that people have around customer experience. But where the focus is, and I was noting some of the things down when the Vox Pop was playing, and we can see that certain nodes are recurring through our current reality. Times are hard, the economy is tough, people are struggling and trying to stretch their finances and their money to go far. And what does this mean for businesses? If you don't have the income, you can't spend, you limit your spend down to the most essential of items. And even when you're limiting to the most essential of items, what are you looking for, right? You're looking for the place where you can get the best deal. Now in some things, for example, you can't change the price. Let me use something as basic as water. The price of your dispenser bottles, the price of your bottled water, the price, most of these things, the prices are fixed. It doesn't matter whether you go to a big supermarket or you go to a small shop. These things are fixed at a certain price. So when you come to the point where one of the business owners that you spoke to on Vox Pop said, sometimes I sell without profit, right? So you're trying to compete on price. I'm trying to get the customer to come back. Another one said, oh, I have to make it benefit the customer. All of these things are fantastic. But it gets to a point where no matter how much you want to, you can't compete on price because that determines whether you're actually even going to be in business tomorrow. Because the first day you run out of money is the last day you're in business. That's true. So if you can't make money, so if you can't even, what's it called now? If you can't even make money, right? You say, let me break even so I can sell to my customer without a profit. But it gets to a point where even that, your business can't sustain that anymore. So the ability to continue to lower your price to try to incentivize sales is no longer possible for your business. There's only one way to differentiate. What makes me go to supermarket A over supermarket B when the bottle of water is always 600 in there? That's where the experience comes in. That's where you start to talk about the place where you can truly differentiate and get customers to keep coming back time after time and even better still, word of mouth, go out there and tell other people to come to you. So it doesn't matter the product. I love the fact that you gave the example about going to the supermarket, right? And you said, the shop attendant was rude to me. I like open air markets. The best place on earth for me as far as I'm concerned is by the market. I like open market and it's simple. People think I'm crazy when I say it. How can you distress, it's just like, I've had every excuse under the planet that's why people don't like open air markets. And my reason for loving open air markets is it's so simple. It is the best customer experience I have seen. So when you talk about how people, you think that these market traders, they don't know customer experience. They are the originals man because when you go to the market they take the structure. All the people that sell tomatoes are online. All the people that sell Gary, they are all in the same place. All the people that sell fish, they are all in the same place. What do they do? They try to start to try to get your attention. So before you even go up close to choose the product, you first of all have to choose whose store to go to, right? And what do they do? And that's what I think some people don't like in markets. They're trying to get your attention. They're calling you Auntie, Auntie, they're all sorts. And some people don't like that. Again, they're different types of customers. But they get your attention. They make it first over you. If you buy from them today and you enter the realm of customer, the day you come to that market again, they've come to greet you. They remembered what you bought. They remembered any person you ever came to the market with. They will ask after you. They will tell you Auntie, if you buy this, you need this, you need this. What do you want to cook? Ah, don't forget, do you have this? That's customer experience. All those, when we say e-commerce sites are telling you, people that normally buy this, buy this, the thing that they started, they should come to the real market. So that's really, for me, what I mean by the experience, right? It's the fact that you're now differentiating yourself. When Amalala was talking about communication, it's the same thing for these market people. You don't give one of them your full number. If they haven't seen you, they will call you. Auntie, you haven't come to the market and you're like, do you know what I mean? The communication with them. When they get new products, they will call you, they will message you, they will get on your nerves. But the fact is, all of these concepts that we're trying to weave today and convince businesses to do, a tomato seller has been doing it for time. So, you know, all the businesses need to catch up. But for me, it's the game changer. Okay, very profound. Okay, so, Auntie, I was going to ask, right? Most small businesses believe that, okay, right, because I'm running this, my very small business where I just sell a few things or I have an online seller or something like that. I've had an experience where I bought a product from an online store, right? And I wasn't happy with the product and I felt to give a review. And in fact, the way this person took my review, I get that it was a negative review, but she just went off and said, if you don't like it, you go, I'm like, princess, but why, why, why? And I felt, okay, maybe because you feel like your business is more, because I can't see you or because I can't physically come to you, you know? You think you can just be there and then just speak anyhow about Teribu as a customer, about Teribu experiences. But then, Uti, what do you think small businesses can do to improve their customer experiences? So, there's a lot that can be done. I mean, first of all is in the planning, right? One of the things that we find here is that there's all sorts of different types of customers in our part of the world, right? And it also, people don't actually know their rights. So a store is rude to you or a person is rude to you. First of all, that business owner thinks if this customer goes, another customer will come. But the truth is, the amount of effort you're trying to find new customers who you only sell to once and because of your bad service, they go away. It's a lot more work. It's like the 80-20 vote, right? Why are you trying to keep finding, you know, people to come and buy from you when you can be fantastic to the few that come and they can come back and buy again and they can bring people with them. So it's about the amount of effort and sustainability that you want to put into your business. There's some people that, if they don't manage their businesses themselves, if they don't look for customers, they will never sell, right? Because the customers they're looking for, there's nothing special about the service that they gave. In fact, the service was poor and that person just goes away and never comes back. So you find that it is easier for you if you had a bad experience with one product you bought from someone to go back and buy from that person if the service was good, than if it's the other way around. Because there's always somebody else selling that product and if that person has a better experience, there's a higher chance for you to go back there. So we come back to, how can I improve my customer experience and be a small business owner? Now it's the beginning of the year, people have written down goals, they've written down resolutions and, you know, serious business owners would have put down plans for their business and their goals and objectives for the year. Now, when you do that, right? You need to think beyond how do I find the cheapest product? How do I find customers? How do I increase sales? Those are typically the kind of areas where small business owners will focus on because they don't have a lot of money, right? And they need to turn that money around quickly. So they tend to focus a lot on sales. And if they don't take the time to stop and think about the experience, their businesses will kind of experience the kind of situation that you had at the supermarket with the staff. You know, they forget to train their staff. They forget to tell their staff what is important, right? How they should treat their customers. And then customers come in, whether or not you sell, as long as that person has worked, you owe them salary, right? So the person doesn't really care whether they make that sale or whether you leave happy. All they care is that they get through 30 days on that job and you pay them. So if you want to have the business, need to make sure that they understand that their behavior is critical to your business's success. And that is what determines whether they get paid or not. Especially in an environment like Nigeria where people, when they can't pay salaries, they keep working. People work for free. Like I haven't been paying salary this month, but next month you're still coming to work. So, you know? So the truth of it is you really need to think about it as a business owner. Stop and think about the service that you're offering to your customers. Now, service is only a part of the journey because we've been using the word service. In general, people tend to use the word service and experience interchangeably and they're slightly different, right? So that one time that you went into the store, you spoke to the lady, you needed to buy something, that's a push and pull effect. Because you came in and you needed to buy, she needed to sell to you that service. So she was reacting to your needs, right? Okay, yeah. But how did you find out about that supermarket? If you were driving down the road and there was just the door with no sign to tell you there was a supermarket there, how would you know there was a supermarket there? Or if you wanted to incentivize, if you were given discounts and you didn't tell anybody about it, it's only the people that happened to walk by that would benefit from it. If you had talked more people about it, people would actually come because of the incentive. So different areas to think about when you are looking at planning for the year, really, really important that you look at your experience goals. Am I ready to serve customers? My staff ready to serve customers. Most people just think that because sales staff or service staff are the entry jobs, everybody just assumes that everybody can be a customer sales rep or a customer service rep. It's where everybody starts their job. It's the easiest job to get, right? Yeah. And sadly that's not the case because what then happens is that it's not done properly. So you find that people are consistently giving bad service and it's in these small businesses, the sales girl that they're looking for and paying $40,000 and paying $50,000, $50,000. Those are people that do the most damage to your business, right? So if you are not teaching that person, so imagine that lady that spoke to you this morning. Who knows whether she sat in traffic for three hours because there was traffic because of you? Yeah, you come and you're not arguing about $30,000 and say, please, please, please. If you devil stand to me this morning, please be going. Go. Sometimes you have to think about it that way because a lot of times in Nigeria, they say, I just don't know how to do good service. Excuse me. Life is tough. So business owners, right? There's so much to think about, but you have to be able to let your staff understand that. Even if you've had a bad day coming on the road, please remember that times are tough. So if you want people to keep buying so I can pay you, please, just put that upset aside. I know it's stressful. You sat in traffic, conducted a video and you sold me. When you sit in this chair, just think of your salary. First and foremost, you're managing the experience that your people offer. And it doesn't matter how small your businesses are because we've come to expect rudeness in certain sizes of businesses and it's not right. But in that sense, talk to your people. Secondly, with your business, your product will only take you so far. Even if I like your product, there will be the day that I will get the bad service for the last time. I'll be like, you know what, it's enough. I'm not buying from you again. I'm not patronizing you again. Don't let your customers get to that point. At every point in time, you want your customers to be able to say, if you go to this shop, you're going to have a good experience. I always say particular store as an experience that I have, the owner, the person that works in this store, the staff that she has is the only reason why I keep going back to that store because the experience with her is so, so pleasant. So she has a great product, but it's not the product that keeps me going back. It's the service that I get. And the additional parts of that, the constant communication. Now, when bigger businesses are sending you happy birthday, when they're sending you happy new year, Merry Christmas. Barker Desala. They're not doing it because they're nice to do, right? That's the communication part that Amalela was talking about is customer engagement. You have to constantly keep yourself top of mind. So that when I need your product, I don't have to start thinking, oh, who do I usually buy this for? You are always at the top of my mind for that particular product, right? So whatever your business is, it's so cheap these days to communicate. Whether it's by email, even SMS is like for Naira, right? So it's depending on the size of your business, but you have to communicate. So if you can't afford to do SMS, you can do email, you can build a process around collecting your customers' emails, maybe when they're paying, particularly if you're like on social media, it's one of the things you can collect. So that you have a way to consistently reach your customers. Half the time you get new products in store and you're not telling anybody about it. You're waiting for the customers to come to you. But you have a group of customers who have bought that product before or have bought something similar before. You can create a database that allows you to go back and communicate with these customers, but it's not only when you have new products, which is why you wish them happy birthday, which is why you do all of that in between, right? So these are the more proactive things that you can do to improve your customer experience. Of course, there are the reactive things that you can also do in the situation like what happened to you. I almost wanted to ask you that. So what did the manager do when the manager came and you guys were dragging change? Did the manager make the situation any better or did the manager make the situation any worse? Yeah, I'll come back to that. But then I like what Uti has done. She has actually talked about the difference between the customer experience and then customer service. I was actually going to ask her that question because I hear people say customer experience, customer experience. And I've always wondered, is there really a difference between customer experience and customer service? Also, she has talked on training, how it is very important to make sure that your staff is properly trained and how communication, just as Omar said as well. If you are just tuned in, we are discussing leveraging customer experience in 2023 with Uti Ailu. Remember, you can join the conversation, send us an SMS or WhatsApp to 081-80384663. You can also tweet at us at Way Show Africa one with the hashtag Way Show. Like I said earlier, Omar and Damia each have to say a whole lot of things. So Omar, go on, let's hear you. Okay, finally. So I'm looking to continue from where Uti left off. And I completely agree that data collection is very important because as a business owner, when you're selling, you're selling, you're selling, it's fine. But then business won't always be booming the way you expect it to. And I mean, that's just by the way. You also want to build a relationship with your customers such that you are always at the back of your mind when they need something, when a random stranger talks and says they need something, when your friends need something, when your family needs something, that I think that's what would ultimately prove how well you're doing in your customer experience. Now, I have a question for Uti. And is it still with us? Uti, are you there? Yes, I'm there. Okay, so interesting you use Balogu Market as your favorite market to go, yeah? I completely agree that sometimes it can be annoying doing those guys who keep dragging you, but then it also makes you feel special in you. I remember the last time I was at the market, I wanted to buy jeans and they were just rushing me. And I was like, ah, calm down, everybody chill. But I guess the question, I had a question I wanted to ask earlier, which is I know that you've worked across two continents and that, so that means you have two different, you have two different skills to weigh customer experience. So compared to the customer experience you've received in some of your favorite brands abroad, I know it's probably shooting ourselves in the foot, but it's what they try. How would you describe your experience, the customer experience abroad to say an African country like Nigeria, for instance? I absolutely know that question about that. I think in all the times we've talked about customer experience on the show, nobody has tried to shake that table. One thing that I like to say is I'm very pro-Nigerian. I think that there's so much fantastic stuff that we do in Nigeria that we don't take enough of time to sing about. And as much as we like to say that the narrative is that we don't do customer experience well in Nigeria, right? I think the example I gave with Balogun shows that we understand what needs to be done. Now it can be the context of how we do it is different. Now, what do I mean? So we've talked about the market experience, but in that same guys, right? There are a lot of people that don't like to go to the market which is why the supermarkets then came into play because some people don't want people dragging them saying, Auntie, come on back, Auntie, I have this one. So whilst you are feeling special, some people are just feeling harassed, right? And that's why people now, even though the prices are sometimes more expensive, find that convenience is more important for them. So they go to supermarkets. I find that supermarket experience a bit faceless. So I walk in, I push my trolley around myself, I pick what I want to pick, I go, I pay, I walk away. Nobody knows my name, nobody remembers. You know what I mean? Like it's a very impersonal experience and personalization is a very important thing for me. Now, when we compare what we have on both sides of the Atlantic, I think I like to use this experience to say that Nigerians are doing very well. I had a recent experience. If you go on social media, if you listen to any average Nigerian bank customer speak, you would think that the Nigerian banking industry is the worst in the world. We are not the best, but we are certainly not the worst. But what I want to point out is that we take our customers very seriously. We make our customers the focus of what we are doing. So I walked into a bank here. My first shock, there was only one person at the door and there was no teller abroad. And I was thinking, so how am I supposed to pay my money in? So I walked up to the lady and said, oh, I'd like to pay money in. And she nudges and just extends her hand to the ATM. She didn't ask me whether I had my card or not. She didn't know that I could use the ATM. But of course, the type of customers that you would have abroad most times at least are more familiar. So you won't have as many uneducated or unexperienced customers around the banking space as you would in Nigeria. So in Nigeria, typically if someone who is not as educated or semi-literate is standing at an ATM, typically they would need help. That most of the time is not the case here because people have an ATM is normal. That experience is normal, right? But I go to the ATM and I'm paying in money and I've did everything that I need to do. But I'm listening to the conversation of the person who came in behind me. And she says, oh, I want to transfer money. And the lady does the same thing on points at the ATM. And she goes, oh, but I don't have my card. And in a Nigerian situation, the expectation is that, oh, you don't have your card. Okay, let me see what other way I can help you. I can help you do the transfer. Who look for options? I listened as this woman said, well, we're open till three o'clock. So you can go and get your card and come back. Or do you have access to internet banking? You can do it today. This woman made no attempt to move from the spot where she was standing. Now had that been in my country, they would have immediately brought out their phone to wait for what I said. I recorded the video of which I would use to trend on social media. Definitely. The same woman decided that once she came to work today, she didn't want to help me. See, like, can you imagine? They would tell you to bank empty. They would send an angry email. And we would have, everybody would have run a helter-skelter. How could you? Why did you? This customer just said, okay. And she turned around and she walked away. So the difference in these two scenarios is that, first of all, the types of customers are different. The Nigerian customer is conditioned to, do you know who I am? If I call for you, anything that won't make it happen. So the battle is that you are now happy to try to teach your customer to say, oh, no, we can do this for you, we can do this for you. But because you were not aware, we'll make an exception for you. It is typical when you call an organization, for them to say, oh, if you've called for this, press this. If you've called for this, press that. If you didn't call for this, or if you call for this dial a different number, it would never happen in Nigeria. We will find a way to create a process that routes you to the right place where you need to go. So because we understand the uniqueness and expectations of our own customer, we've created an experience that matches. In the same way, in other clients, because they also understand the types of customers that they have, that these customers are used to processes and situations that are very fixed and are very, very tailored to their own understanding. So here, you can create something that just says, you can do everything end to end without talking to anybody, because you know that some people don't understand the process. You know that some people are not educated enough to get through it. So you have to have a plan B for those types of customers. It's the same thing as well. So then here, you start to come to the idea of the different types of customers that you have. It is incoming, in dealing with the Nigerian customer that you see that you have a class of customers that are the timid customers. The customer who doesn't know. Have you seen those customers? Then you go into your banking hole. They are almost cow-towing and saying, yes ma, yes ma, to the person who is supposed to be helping them. So the types of customers that we have determine the type of experience that we give. But Nigeria, we're not doing so bad. Okay, thank you very much. It's the, I'm sure Dami has something to say too. Well, yes. Thank you, Itzi. So all right, so I went out to the streets today and I got quite some interesting opinions. But one of the questions I kept asking people is, considering the hiking price of products, yes, how do you make your customers come back? Because there are some products that, okay, maybe you can walk around the prices. You may be, you would be earning so much before. And now you're just like, okay, let me just earn just a little. At least I'm earning just so I can stay in business. But there are some that you just can't walk around. I mean, the price is high, so you have to just sell high. So how do you make, how do you retain customers in that way? And how do you offer exclusivity right now in business? Because actually when it's a saturated market, everybody's selling the same thing. So how do you stand out? How do you, like I said, offer exclusivity? How do you make your customers want to always come to you? How, I don't know. How do you manage that? Okay. So first and foremost, it comes with understanding what kind of product you are selling. Are you selling a product that is a need or are you selling a product that is a want? So are you selling water versus are you selling leather handbag? You know, I can live without the leather handbag. I can't live without water. That's the first question. Because if you are selling water, then to a certain extent, everybody needs water, right? So you should always have customers. So your, your perspective is different from somebody who's selling leather handbags where if I don't have enough money, I will prioritize my food over having a handbag. So it's between needs and wants. So for the customers who are selling items that are needs, whether it's food, whether it's water, that kind of product, right? You need to look at your prices just to say that is my pricing competitive? Not that you should lower it to get more customers, but is my pricing competitive? So if everybody is selling at 650, are you selling at 800, right? Now there are some people that even though some people are selling at 650, they are selling at 800. Why? Because the cost of shop in Abuladu or in Ibadu is very different from the cost of a shop in VI, right? So for some businesses, your costs are also higher, which determines or means that your pricing also has to be higher because you want to stay in business and you still want to make profit. So knowing where you sit on that scale, right? If you can compete on, okay, my pricing is competitive, my product is in need. Next step, how do I get customers to find out about me? Is it in my marketing or is it in my customer experience? Now you can choose the easy route which is marketing. You go and put social media or you do an advert on radio, all of these things cost money. Or do I want to make sure that every single person that comes into my shop brings me two more people to buy? There are two ways in which I can do that. The experience was so simple. Okay, I think we lost the tea for a bit there. Someone who decided, yes, can you hear me? Okay, yes, we can hear you now. Okay, so somebody brought the water into my cup. Somebody asked me, oh, do you want to buy ice? They've given up. There are other things that have I thought about buying. It is, so as it is, yeah, as it is, we're running out of time. I think this is a subject that we need to come back to talk about again. So I hope that you will do us the honours and then, because I think we can just keep going on and on and on. But before we go, I think we have a comment. You have one comment. Let's just quickly read that and then... All right, so good evening, my dear beautiful sisters of what are you saying, hashtag ways. Leveraging customer experience in 2023. In a nutshell, when we talk about customer experience, it is not funny at all. It is really biting hard. Going to the market to purchase goods now is a terrible nightmare and sad story. The price of things now have doubled and tripled. Sister Uti is right. When you give people your phone number, they will frustrate you with calls and force you to buy goods that you don't want to buy at a particular time. My dear beautiful sisters, Chinilo, nice anchoring of the show today. I'm sure that Sister Uwa will be really proud of you. God bless you. My name is Daniel Illo, the most regular fan. Thank you so much, Daniel Illo. And before we go, do ensure to follow us on Instagram at WayshowAfrica. You can interact with us for the drop a comment and most importantly, follow all our social media engagements. And remember to like, share, comment and invite your friends and family to watch us and follow us. If you missed today's quote, here it is again. Our philosophy has been to take most of the money we would have spent on paid advertising and invest it into customer service and the customer experience instead. Letting our customers do the marketing for us through word of mouth. See you again on Monday at 8 p.m. as we bring another great conversation to your screen.