Recognising customers is good business, says Dangote
The President of the Dangote Group, Aliko Dangote, has said that recognising and rewarding customers is not just about maintaining good relationships but a smart business decision that strengthens long-term
The President of the Dangote Group, Aliko Dangote, has said that recognising and rewarding customers is not just about maintaining good relationships but a smart business decision that strengthens long-term growth.
Dangote spoke in Abuja at the 2025 Customers Dinner and Awards Night organised by NASCON Allied Industries Plc, popularly known as Dangote Salt, where 50 outstanding customers were honoured for their loyalty and performance. The event was attended by senior executives of the group, distributors, and trade partners from across the country.
“Recognizing customers is not just good relationship management – it is good business,” Dangote said.
According to him, celebrating customers sends a strong message within the organisation that customer service is not just a slogan but a core value that guides the company’s operations.
“It sends a clear message to our people that customer service is truly one of our core values,” he added.
Dangote explained that the company’s future investments will continue to focus on strengthening its brands, improving the efficiency of its supply chain, promoting sustainability and building stronger digital systems. However, he made it clear that these efforts must reflect what customers are experiencing in the market.
“Looking ahead, we will continue to invest in brand equity, supply chain efficiency, sustainability, and digital capabilities,” he said. “But these investments only create value when they are aligned with customer realities. Your continued engagement and feedback remain critical.”
He noted that the awards night was a public demonstration of the company’s commitment to customer service and aligns with its ambition to be a world-class consumer goods company.
Dangote also praised the company’s Board chairman, management, and staff for their dedication and professionalism, which he said have helped the organisation maintain strong market leadership over the years. He said their commitment to operational efficiency and high standards has strengthened the company’s reputation and supported its steady growth.
In his remarks, the Board Chairman of NASCON and Vice President of the Dangote Group, Olakunle Alake, said that although the company is listed on the stock exchange and accountable to shareholders, regulators, and the investing public, its true performance is determined by how well it performs in the market.
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“As a quoted company, we are accountable to shareholders, regulators and the investing public. But the confidence of the market is ultimately rooted in the market performance, and market performance depends on customers who believe in our brands,” he said.
Alake said that from the Board’s point of view, customer service goes beyond being a guiding principle and should be seen as a key business asset.
“From the Board’s perspective, customer service is not just a core value; it is a strategic asset,” he said.
He described the awards as a celebration of partnership, adding that no company can succeed on its own without strong support from distributors and retailers across different markets.
The newly appointed Group Executive Director of Dangote Refinery and Petrochemicals, Fatima Aliko Dangote, thanked customers for their loyalty and trust in the company’s brands over the years. She said their steady support has played a major role in the company’s growth.
“Each of you has demonstrated outstanding commitment to our brands, whether through sustained volume growth, market expansion, execution excellence, or long-standing loyalty. Your success is inseparable from our own,” she said.
Also speaking at the event, Mariya Aliko Dangote, recently appointed Group Executive Director, Commercial (Cement and Foods) at Dangote Industries Limited, said she had quickly realised the importance of customers in driving the success of the foods business.
“I recently assumed the responsibility of our food business in the capacity of Group Executive Director, Commercial operations, and one truth is already clear to me: our success is built with you and with your unwavering support,” she said.
She added that real business success is built in the market and shaped by the feedback companies receive from their customers.
The Managing Director of NASCON Allied Industries Plc, Aderemi Saka, said the main purpose of the awards night was to celebrate and appreciate customers whose efforts have contributed to the company’s achievements.
He said the growth of the organisation is closely linked to the growth and prosperity of its customers, noting that when distributors and retailers succeed, the company also benefits.
Speaking on behalf of the award recipients, Ali Balarabe commended the Board, management, and staff for what he described as exceptional service and dedication to customers.
Balarabe, who received a 20-ton truck and cash credit as part of his award, expressed gratitude for the recognition, saying it shows the company’s commitment to rewarding loyalty and performance.
He pledged to continue supporting the company’s brands and promised to remain a devoted customer in the years ahead.
Other customers who received truckload awards and cash credits included Ibrahim Achida, Muabsa Integrated Services, Fanisau Enterprises, Idris Saleh Nigeria Limited, Sani Adamu, and GIA Global Concept, among others.
