Safaricom Leads Telco Industry in Internet Offers, Promotions

Kenya’s Telco industry is dominated by one brand resulting in very low competition from the available brands and customer turnover is not a major concern for some of those brands according to Africa’s first Integrated Customer Experience Company, Ajua in its officially released third quarterly Customer Loyalty Industry Benchmark for 2019.

Ajua, which is Africa’s first Integrated Customer Experience Company, also noted that customers tend to have attitudinal loyalty other than behavioral loyalty which does not necessarily mean that there is no competition at all in the Telco industry.

The usage and uptake of social media platforms such as the WhatsApp and Facebook have grown significantly over the last year according to AJUA’s third quarterly Customer Loyalty Industry Benchmark for 2019.

The third quarterly Customer Loyalty Industry Benchmark for 2019 also indicated that some of the customers in the Telco industries are substituting normal calls with WhatsApp calls which are cheaper only requiring good internet connection.

Safaricom, Kenya’s biggest Telco Company took first place in the Telco industry with an NPS of 31.
Safaricom customers rated the company highly for its internet offers and promotions with the Dabo Dabo, Storo bonus and tunukiwa being mentioned as favorable.

The findings of the report are in contrast with numerous complains of Safaricom customers on its speed of depleting the internet bundles and airtime.

Speaking on the offers, one of the customers according to AJUA shared the following remarks; “Great 4G capability, great promotional materials e.g. 200 percent bonus and great tariffs.”

The AJUA report covers nine industries from mobile money lenders, pharmacy and food and beverage. Across the board, businesses are increasingly implementing customer-centric strategies to boost customer acquisition and retention.

“We are planning to use social media knowledge and data analytics to understand customer’s lifestyles and use that data to advise customers on the most suitable products,” Heritage Insurance Managing Director, Godfrey Kioi noted during the AJUA launch of the third quarterly Customer Loyalty Industry Benchmark for 2019.