By Leonida Kombo,

mSurvey, Africa’s first Integrated Customer Experience company has released the first Customer Loyalty Benchmark Report for 2019. The report highlights Customer Experience trends in Quarter 1 2019 across 10 industries including Banking, Energy, Government facilities and Telcos just to name a few.


All industries recorded significant improvement in Customer Experience over the past quarter with government facilities making significant improvements in their customer delivery mainly owing to Huduma Centres.

mSurvey Customer Loyalty Benchmark Q1, 2019 infographic

mSurvey Customer Loyalty Benchmark Q1, 2019 infographic


Customer service was the biggest driver of Customer Experience in the Banking industry  with 49% of customers attributing their score to the quality of service delivered. KCB retained their top spot in Q1 emerging as the bank with the best Customer Experience. KCB customers commended the bank for their low interest rates on loans as well as their overall customer service. KCB was followed closely by Equity bank which was the most improved brand in the industry. Equity was appreciated by customers for their friendly transaction rates and efficiency. Speaking on the trends in the industry mSurvey CEO and Cofounder Kenfield Griffith added “The latest string of mergers and acquisitions is likely to contribute to transformation in Customer Experience in this space throughout 2019.”


NHIF recorded the best and most improved Customer Experience in the Insurance industry. Customers who interacted with NHIF over the past 3 months shared that they were delighted by NHIF’s prompt payment of medical bills and overall customer service. Customers also cited the Affordability and wide coverage of services which gives NHIF competitive advantage over other insurers.

Customers lauded NHIF’s outpatient services as well as their reliability, particularly in public hospitals. One customer shared, “Irrespective of the minimal amount of 500 a month  one can always be served in a hospital with the NHIF cover.” Another added, “It’s conducive especially when my child is sick and it happens I don’t have money I know am covered.”

Customer service, speed and level of efficiency accounted for 90% of the Customer Experience in Government facilities. Government institutions made a significant leap in Customer Experience in Q1, improving from an NPS of 13 to 35. However, despite the improvements in experience, there was a disparity in different facilities, with some offering extremely slow and poor service. Some of the facilities rated include: NTSA, Directorate of Criminal Investigation (DCI), Immigration office and NSSF among others.

Customers reported better customer service and faster turnaround time. The improvement was largely owed to Huduma Center’s performance which was commended by Kenyans for  improved speed and better customer service in Q1. One customer commented, “The services are faster and workers are more friendly than before and ready to direct”. Another customer added, “In Huduma Center the services are being offered faster.“

This feedback comes after the government extended the number of working hours in 8 Huduma Center branches across the country due to the number of people seeking services, this was a likely driver of the improved NPS.

Customers are paramount to the growth of a business and businesses are increasingly implementing Customer Experience Programs to thrive in a competitive market. mSurvey, in addition to providing a platform for measuring Customer Experience and loyalty, aims to provide industry Net Promoter Scores (NPS) benchmarks and top brand scores to help businesses make comparisons and set improvement goals.

mSurvey has enabled businesses to understand the drivers of customer loyalty over the years, enabling them to  increase their operational efficiencies and enhance their competitive advantage through product innovation. With consistent use over time, leading brands have been able to strengthen their brand equity and grow their revenues.

About mSurvey

mSurvey is an Integrated Customer Experience company that connects businesses with their consumers, in real-time, using mobile messaging technology.

We have enabled Africa’s leading brands to improve their Customer Experience and  increase operational efficiency with strategic information on their customer brand journey and eventually grow their revenue by providing them access to real-time customer feedback.

Contact

To learn more, please contact the Corporate Engagement & Learning team at learning@msurvey.co.ke or Leonida Kombo - Senior Associate, Corporate Engagement & Learning | leonida.kombo@msurvey.co.ke | +254 726 024 751.