New Report Names Kenya’s Most Exceptional Brands

A new report by customer experience company Ajua has listed the best brands in Kenya.

The Quarter 3 Customer Loyalty Benchmark Report covered 9 industry sectors including telco, energy, banking, insurance, mobile money lenders, health care, retail/modern trade, food and beverage, and pharmacies. The companies were ranked using the Net Promoter Score (NPS), which measures customer loyalty.

In the telco industry, Safaricom emerged the winner with an NPS of 39 followed by Telekom with 33 and Airtel coming last at 24.

“Customers appreciated Safaricom’s consistent internet speeds, low-cost call, and data bundles. Their customers also appreciated the company’s large network coverage. “Fast data in browsing and a strong network connection.” one customer noted. Customers were also delighted by the stability and ease of use of their M-PESA Mobile Banking app, which they felt remains unrivaled among its competitors.

KCB Bank ranked first in customer experience delivery with an NPS of 36, Co-operative Bank second with NPS of 35, and Equity Bank third with 21.

In the mobile money lenders category, KCB M-PESA got the highest NPS score of 27 followed by M-Shwari with a score of 25.

In the retail industry, Kenyans rated Carrefour as having the best customer experience overall with an NPS of 65, Naivas came second with an NPS of 40, and Quickmart third with 36.

Kenyans’ top three favourite brands in the food delivery service industry were, Jumia Food which ranked first with an NPS of 31, Glovo which came in second with an NPS of 24 followed by Uber Eats with an NPS of 18.

Positive customer experience is essential for achieving customer satisfaction, word-of-mouth communications, loyalty, and competitive advantage across the globe.

According to the report, 81 per cent of companies with strong capabilities and competencies for delivering an excellent customer experience are outperforming their competition. 91 per cent of customers will not do business with you a second time if you botch the first encounter.

Over 1000 respondents for every industry were drawn from Ajua’s audience of 250,000 with a 4 per cent Margin Error of 95 per cent confidence interval. Each sample was representative of the Kenyan general population in terms of age, gender, and region.