Nigeria’s telecommunications operators are increasingly investing in customer-facing infrastructure to bring services closer to subscribers, marking a shift from simply expanding network coverage to improving the overall customer experience, according to Dinesh Balsingh, Airtel Nigeria Chief Executive Officer.
Balsingh said the industry’s next phase of growth will be defined not only by towers, fibre networks and spectrum investments, but also by how quickly and conveniently customers can access support and digital services.
In a statement, Balsingh noted that Nigeria’s telecom industry has spent decades building one of Africa’s largest telecommunications markets, connecting more than 175 million active mobile lines through significant investments in network infrastructure.
However, he said customer expectations have evolved.
According to him, subscribers now expect operators to complement network quality with accessible customer support, easy access to products and faster resolution of service issues.
Across the industry, telecom operators are expanding their presence through customer service centres, retail outlets, distributors and neighbourhood agents to improve service delivery.
Balsingh observed that mobile connectivity has become central to everyday life, supporting banking, education, healthcare, transportation, entertainment and government services.
As a result, service disruptions now have far-reaching consequences.
“A dropped connection is no longer merely an inconvenience,” he noted, adding that it can interrupt financial transactions, delay healthcare services, disrupt online learning or halt businesses that rely on digital payments.
He said these changing realities are placing new demands on mobile network operators.
The renewed focus on customer experience comes as the Nigerian Communications Commission (NCC) continues to push operators to improve quality of service while expanding broadband penetration across the country.
According to Balsingh, meeting those expectations requires more than deploying additional base stations.
“It requires bringing service closer to people to redefine their end-user experience,” he said.
As part of that strategy, Airtel Nigeria said it now operates more than 4,000 exclusive shops and over 200,000 retail outlets nationwide.
The network comprises distributors, sub-distributors and independent retailers that provide services including SIM registration, airtime sales, broadband activation and customer support.
Balsingh stressed that telecommunications extends beyond physical infrastructure.
“A telecom company extends into communities through people, partners and distribution channels,” he said.
He added that similar efforts are being made across the industry, noting that MTN Nigeria has also strengthened its customer experience centres and Connect stores, reflecting a broader industry trend toward bringing services closer to subscribers.
