LAUNCHING THE NAMIBIA TRADE NETWORK, RETHINKING CUSTOMER VALUE

On 26 March 2026, Venture Media hosted the first Business Breakfast Club for the year, marking not only the start of a new series of conversations but also the official launch of the 36th edition of the Namibia Trade Network. Set against the serene backdrop of Droombos, with its lush trees and quiet atmosphere, the morning brought together entrepreneurs, sales executives and trade partners who arrived despite an unexpected early downpour.

The theme for the session, “Customer-Centric Innovation. Delivering Value Beyond”, set the tone for a discussion that explored what it truly means to place the customer at the centre of business thinking. At its core, customer centric service is about more than meeting expectations. It is about designing solutions that create value extending beyond the product itself. In an increasingly fast-changing world, technology plays a critical role in ensuring that services remain relevant, responsive and competitive. However, innovation is not simply about progress for its own sake. It must be contextual, thoughtful and firmly grounded in local realities.

The panel brought together a range of perspectives. Stacey Susa-Pinto, a trade and governance advisor and lawyer, is known for equipping purpose-driven professionals to lead with clarity and presence through her work as founder of the Purpose Academy. She was joined by Mufaro Nesongano, the executive for communication and consumer relations at the Communications Regulatory Authority of Namibia (CRAN), and Josephat Kustaa, the head of business development and innovation at Pupkewitz MegaBuild.

Each speaker contributed to a conversation that moved beyond defining innovation in abstract terms, focusing instead on how it is experienced from the customer’s point of view. For a company such as Pupkewitz, which has reached the milestone of 100 years, adapting to changing consumer behaviour is essential. Kustaa pointed to practical examples such as the introduction of clickand-collect services, where customers can browse and pay online before collecting in store, with further plans to expand into delivery services within Windhoek. At the same time, he emphasised the importance of balance, recognising that while some customers prefer digital convenience, others still value in-person interaction.

Susa-Pinto highlighted a broader challenge within the African context, noting that customers are not always placed at the forefront of business strategy. “I think one of the biggest issues Africa grapples with is creating businesses where we neglect to ask: ‘Am I building something where the customer feels seen, important and empowered?’ If we are not creating with those insights in mind, we are already failing even before we’ve started.” Her remarks underscored the importance of intentionality in innovation, particularly in a country like Namibia where diversity of access, experience and need must be carefully considered.

The discussion also addressed structural challenges such as rural connectivity and affordability, both of which shape how innovation can be implemented and accessed. Susa-Pinto highlighted that this is not the only obstacle. She likened the role of businesses to that of informants, noting that a breakdown in customer-centric service often stems from an inability to access what is possible. “Have we, as service providers, painted a clear picture of what is possible? The customer requires information in order to make informed decisions. In doing so, opportunities are created not only locally but also within the broader global village, allowing ‘little Namibia’ to push boundaries and make its mark.”

Across the discussion, a clear thread emerged from all panellists. The emphasis was not only on innovation itself, but on the need to add value beyond the tangible product. Fundamental questions remain central to this process. Who is our customer, and what has been put in place to ensure that they feel empowered? While technology continues to shape the future of business, the importance of face-to-face engagement should not be discounted. Even in a digital age, human connection remains a critical component of meaningful service. Ultimately, innovation must begin from the client’s perspective, shaping solutions that are both relevant and impactful.