By 
By Shina Memud
Remember when Nokia phones ruled Nigeria? Everybody had one, and we thought Snake was peak entertainment. Fast forward → we’re all glued to smartphones, streaming Netflix, and buying data bundles like oxygen.
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That’s exactly what’s happening in business software. CRMs are the Nokia phones of customer management. Useful once, but no longer enough for the way businesses actually need to grow today.
Old Ways: The CRM Era
For years, the advice was simple: “Get a CRM.”
- Store your customer names, numbers, and birthdays.
- Log who called who.
- Pray your sales team actually uses it.
The logic was: better records = better relationships.
But here’s the problem:
- CRMs don’t acquire customers.
- CRMs don’t engage customers.
- CRMs don’t retain customers.
They just sit there like a glorified phonebook. And phonebooks don’t drive revenue.
New Ways: The Rise of the Customer Growth Platform (CGP)
Businesses in Nigeria and across Africa don’t just want records. They want results.
That’s where a Customer Growth Platform (CGP) comes in. Instead of being a system of record, it’s a system of growth.
Here’s the shift:
- From tracking → to acquiring (lead generation, referrals).
- From storing → to engaging (targeted campaigns).
- From reporting → to retaining (rewards, loyalty).
Think of it as moving from “Snake on Nokia” to “streaming Spotify on an iPhone.” Same purpose (communication), but wildly different impact.
Data Speaks: Why Growth > Records
- 82% of businesses fail due to poor customer retention (Bain & Co).
- A 5% increase in retention can increase profits by 25–95%.
- Yet, in Nigeria, 70% of SMEs spend on bulk SMS blasts without tracking loyalty or churn.
In short: companies are throwing money at acquiring customers but leaking them like a bad bucket. CRMs record the leaks. CGPs fix the bucket.
Use Cases in Action
- Microfinance Banks (MFBs): Instead of just storing borrower records, they run referral programs that bring in new customers while rewarding loyal savers.
- Betting & Lottery: Instead of only blasting promo emails, they reactivate 3,000 dormant players in 90 days using targeted campaigns + airtime rewards.
- HMOs: Instead of just managing policyholder data, they engage members with health tips + credits for timely renewals, reducing churn.
The Humor in It All
Let’s be honest:
- CRMs are like buying jollof rice without the meat. Sure, it fills you up, but where’s the joy?
- CGPs add the chicken, the plantain, and maybe a cold Coke on the side. They make the meal complete.
Businesses don’t want plain rice. They want growth with flavor.
The Future of Growth in Africa
The next decade won’t be about who has the biggest database. It will be about who has the strongest growth loops.
- Acquire customers at scale.
- Engage them in meaningful ways.
- Retain them with rewards and loyalty.
That’s the CGP promise.
And for African businesses where acquisition is expensive and churn is deadly, a CGP isn’t just software — it’s survival.
Why Yournotify is Betting on CGP
At Yournotify, we’re not trying to be “Nigeria’s Mailchimp” or “Africa’s Zoho.” We’re building Africa’s first Customer Growth Platform.
One platform. One growth engine.
Acquire → Engage → Retain. That’s the future.
Sample Chart: CRM vs. CGP Impact
Final Word
CRMs had their time, just like Nokia 3310. But in 2025 and beyond, the winners in Nigeria and Africa will be businesses using Customer Growth Platforms.
Because in the end, you don’t grow by storing names in a database. You grow by acquiring, engaging, and retaining customers — every single day.
Welcome to the CGP era.
Shina Memud |Business & Technology | Yournotify.com
