In order to improve consumer experience, the founder & lead strategist, Absolute PR and convener, Consumers Value Awards, Akonte Ekine has called for a national campaign to enhance literacy level of on consumers. He has also requested the Federal Competition and Consumer Protection Commission (FCCPC) to expand its office locations to include local government offices across the 774 local governments.

Ekine who made this known during Consumers’ Experience Summit/Awards 2024 with the theme: “Empowering Consumers: Shaping the Future of Experience” in Lagos recently disclosed that it is important to note the literacy level of the consumers and attempt to provide local offices for more people to reach them. He also said it won’t be out of place to produce copies of the legislation in local languages, including the book by Mrs Shola Salako Ajulo which should also be in local languages.

According to him, all companies, should have an independent feedback department responsible for attending to consumers’ queries daily and there should be a law for consumers’ responses not to go beyond 24 hours.

The PR professional pointed out that with over 200 million consumers in the country, there will be over 200 million different experiences that are good, bad or a mixed bag.

“It is also important to establish that the experiences will differ from industry to industry. Today, we can all connect with ease legal or judiciary sector with the development of the narratives going on in the published work of Dele Farotimi. That experience is in the public domain and it is one experience that has been seen in that sector of the economy that consumers and practitioners of law are contending with,” he said.

He added that, Choma Okoli and the Erisco Tomato paste is “a classic case for us in FMCG, though I am not sure we know the concluding part of the story.”

“According to Oxford dictionary, consumer experience is a “fact or state of having been affected by or gained knowledge through direct observation or participation or practical knowledge, skill, or practice derived from direct observation of or participation in events or in a particular activity,” he explained.

Ekine disclosed that consumers are also gaining experiences daily in various markets, depending on where they are buying and what they buying and from whom they are buying. “Unfortunately, there are mutual markets we are not allowed to stay away from but compelled by regulations to consume same products and service even when our income differs.

“As consumers, we are playing in same market and that market can simply be classified as the public sector or private sector market. In these markets, the operators’ behaviour even affect the service experience. What do you think about the behaviour of the operators? I am sure you can connect with that and use that as your evaluation of the experience of yourself in the market place,” he noted.

Talking about marketplace, Absolut PR boss revealed that, “we are aware that we have moved the market from the physical, location to our devises. You know back then we define market as a place where sellers and buyer meet to conclude a transaction and exchange money. Today we do all the elements of market on our devices.”

Earlier in his welcome address, the convener of the summit, Godwin Anyebe welcomed attendees and said: “today marks an extraordinary opportunity to gather as thought leaders, innovators, and stakeholders from various sectors to explore how we can redefine the consumer journey and deliver experiences that truly empower individuals. As consumer preferences evolve at an unprecedented pace, our theme underscores the critical need to adapt, innovate, and place consumers at the heart of every strategy and decision.”

According to him, “this summit is more than just a conversation—it is a collaborative platform for ideation, learning, and actionable solutions. We will hear from seasoned experts, engage in transformative discussions, and gain insights into trends shaping the future of consumer experiences across industries.”

A highpoint of the summit is the awards that went to organizations that were outstanding in delivering breath-taking consumer experiences. The award for Most Innovative Property Company of the Year 2024 went to Nehemiah Grace Developers Ltd while the award for Excellence in Real Estate Development and Customer Satisfaction, 2024 was carted away by Sow Eleal Estate. Cynosure Aesthetic took home the award for Best Aesthetic Care and Customer Satisfaction Award 2024 and the award for Excellence in Sustainable Resource Management, 2024 was won by Iron Resource Management.