consumer problem.
Truly, this is a case in point that paints
a picture of success. Through big data
analytics, Safaricom was able to uncover
hidden patterns, correlations and unearth
other insights that bore the product that
is Fuliza.
Organizations today have big data but
many either lack the capacity to harness,
the knowledge of understanding what
it is or some are just caught up in the
matrix and are unable to extract value
out of it. But worry not, this is a perfect
local example where we can pick and
learn from because this is the future. The
future lies in the organizational capability
of harnessing big data and using it to
identify opportunities.
With such knowhow, companies can
indeed make smarter moves, increase
operational efficiencies and create a world
of happier and loyal customers. There’s
a global hurricane catching momentum
dubbed ‘hurricane Data Science’, that is
the next frontier of service and product
innovation. The earlier organizations get
on with it, the better.
So, what is there to learn here? There are
a few critical lessons; not just about big
46 MAL30/19 ISSUE
Safaricom put out their time, human and
other resources to analyze all the data; I’m
talking big data analytics here and this is
what their research found. The findings
showed that millions of transactions were
being cancelled every day because of insuf-
ficient funds. And with all things good re-
search, you don’t stop at the findings; you
proceed to make sense of it. So Safaricom
saw the need of “providing a facility that
will enable that person to have that transac-
tion completed” and boom! Fuliza was born
to solve a specific consumer problem.
data and big data analytics but also about
New Product Development. For any new
product, keep it user-centric, work with
consumer insights, test the product with
a smaller consumer base first and always
keep your ear on the ground both pre,
during and post product launch to get the
necessary feedback and continuously fine-
tune your product. Above all else, Start
with Why; let Brand Purpose be your true
north. For Safaricom, and as told by their
top executives; more than just the profits,
Transforming Lives lies as the core of
their philosophy.
Consumer Behavior
In their journey, Safaricom was intent on
understanding the guy on the other end
because that’s where the true magic lies.
You can’t sell to me what I don’t need. So
for you to sell to me, you must first clearly