Exceptional Brands That Have Earned Kenyan’s Loyalty in Q3 2021

Not all brands are made equal. Some businesses are more intentional about making sure that their customers have a better experience with their brands. Ajua’s Quarter 3 Customer Loyalty Benchmark Report has revealed some of Kenya’s most exceptional brands in 9 industries spanning from Banking to Healthcare providers. These are the brands that customers want to give repeat business because they genuinely focus on listening to their customers, building products that solve their customers’ problems for their customers, empathising with them and most of all, eliminating their problems. The companies in the report were ranked using the Net Promoter Score (NPS), a globally recognized Customer Experience metric.

In Q3 2021, Kenyan consumers in the Banking industry mainly looked at customer service, interest rates and convenience as the three main reasons to stay loyal to their banks. The banks rated top three by Kenyans were KCB Bank that scored a Net Promoter Score (NPS) of 36, Cooperative Bank with an NPS of 35 and Equity Bank with an NPS of 21. One delighted KCB Bank customer shared, “They are always concerned with their clients and their service is always the best.” When asked why they preferred Cooperative Bank one customer shared, “Low-interest rates, readily available loans even to small scale retail business.” Speaking on convenience an Equity Bank customer shared, “The bank is very convenient and affordable, it is also in small towns whereby even people in rural areas can  get services easily.” 

In the Insurance industry, Britam Insurance ranked highest with an NPS of 30, UAP Old Mutual Insurance with an NPS of 22 followed by Jubilee Insurance with an NPS of 19. The main reason Kenyans picked an insurer were, customer service, premiums and the speed and efficiency of dispensing claims. “Britam is simple to join, has a reasonable monthly contribution and is accepted in many facilities.”  Said one happy customer. “They are transparent, it has a good turn over, it has enough clients, it takes less time when processing the money to clients in case of the death.” one UAP Old Mutual Insurance mentioned.  “Their life cover policy is favorable. Have never had any issue with them for the four years i have been with them.” shared one delighted Jubilee Insurance customer.

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Kenya’s top 3 Mobile Money Lenders were KCB-MPESA with an NPS of 27, followed by M-Shwari with an NPS of 27, and Safaricom’s Fuliza with an NPS of 19. Consumers in this industry chose a lender based on their interest rates, repayment period and speed and efficiency.  Speaking on speed, one KCB-MPESA  customer remarked, “Loans are processed instantly and have reasonable interest rates. Additionally, they are patient and the limits begin with a large amount.”  One M-Shwari customer shared,  “Mshwari provides you a certain due amount at any moment without providing you reasons or terms, and if payment is delayed once processed, you can still acquire the loan without delays.”  A Fuliza customer mentioned  “They give the loan instantly after the lender has been approved to be eligible for the loan. The service is best when maybe you are in an emergency since they are fast and easy in lending and the charges aren’t high.“

In the Telco industry, Safaricom ranked best in Customer Experience delivery with an NPS of 39, followed closely by Telkom with an NPS of 33 and Airtel with an NPS of 24. Customers in this industry opted to subscribe to a provider largely due to their network coverage, customer service, speed and efficiency. “Safaricom is more responsive, fast money transactions, good customer service, I mostly use it for transactions, like M Pesa and mobile banking, It’s understandable; it gives out loans based on fuliza and other factors,”  said one happy customer. “The cost at which they charge the Internet bundles is inexpensive and helpful to the people who have a low income.”  one happy Telkom customer remarked. “Their products, like as minutes and bundles, are inexpensive and accessible.” one Airtel customer shared.

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Consumers in Kenya are more empowered than they’ve ever been, they’ve got options and the web has made the markets even more competitive. For businesses to make it, they can no longer afford to give services adequately, they now have to be intentional and go the extra mile to get customers to actually love their brand. For more insights on Kenyans’ favourite brands in other industries such as Retail, Energy and Healthcare to name a few, visit Ajua’s website to download the full report.

Odipo Riaga
Managing Editor at KachTech Media
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