now create detailed customer profiles that inform every touchpoint- from marketing and sales to support and retention. For example, a telecom provider might use predictive analytics to identify customers at risk of churning and proactively offer tailored retention packages. Similarly, an e-commerce platform could recommend products based on browsing behaviour and past purchases, enhancing both satisfaction and conversion rates.
Yet, personalization must be handled with care. As consumers become more aware of data privacy issues, transparency and consent are paramount. Companies must strike a balance between leveraging data for personalization and respecting customer boundaries. This is where trust becomes a critical currency. Ipsos’ findings indicate that trust in how companies handle personal data is a top concern for 72 % of consumers, influencing their willingness to engage and remain loyal.
Another cornerstone of effective customer service in 2025 is feedback. In a world where customer expectations are constantly evolving, feedback serves as a vital compass for improvement and innovation. Businesses that actively solicit, analyse, and act on customer feedback are better positioned to adapt and thrive. Feedback mechanisms have also become more sophisticated, moving beyond traditional surveys to include realtime sentiment analysis, social listening, and behavioural analytics.
For instance, companies now use natural language processing( NLP) to analyse open-ended feedback from multiple channels- emails, chats, reviews, and social media- to identify recurring themes and pain points. This allows for faster resolution of systemic issues and more informed decision-making. Moreover, closing the feedback loop- by acknowledging customer input and communicating the actions taken- reinforces trust and demonstrates a commitment to continuous improvement.
The importance of feedback is further emphasized by Ipsos’ 2025 data, which reveals that 68 % of customers are more likely to remain loyal to brands that actively seek and respond to their feedback. This statistic highlights a crucial insight: customers want to be heard, and they reward companies that listen.
In Kenya, the evolution of customer service mirrors global trends, albeit with unique local nuances. The country’ s rapidly growing digital economy, youthful population, and widespread mobile penetration have created fertile ground for innovation in customer engagement. Mobile money platforms like M-Pesa have set global benchmarks for financial inclusion and customer-centric service delivery. Kenyan consumers are increasingly tech-savvy, with high expectations for convenience, responsiveness, and personalization.
Local businesses are responding by investing in digital customer service platforms, AI chatbots, and omnichannel support systems. Banks, telcos, and e-commerce firms are leading the way, offering 24 / 7 support through WhatsApp, SMS, and mobile apps. These platforms not only reduce operational costs but also enhance accessibility, especially in rural and underserved areas.
Personalization is also gaining traction in Kenya. Retailers are using loyalty programs, purchase history, and mobile data to tailor promotions and product recommendations. For example, supermarkets and online stores are leveraging customer data to send personalized offers via SMS, increasing engagement and driving repeat purchases. In the hospitality sector, hotels and travel agencies are using CRM tools to customize guest experiences, from room preferences to curated travel itineraries.
Feedback mechanisms are becoming more embedded in Kenyan customer service strategies. Businesses are increasingly using
Net Promoter Scores( NPS), customer satisfaction( CSAT) surveys, and social media monitoring to gauge sentiment and identify areas for improvement. This feedback is not only used to resolve individual complaints but also to inform broader service enhancements and staff training programs.
Despite these advancements, challenges remain. Many businesses still struggle with integrating customer data across channels, leading to fragmented experiences. There is also a need for greater investment in training customer service agents to handle complex queries and deliver empathetic support. Moreover, as digital adoption accelerates, ensuring inclusivity and accessibility for all customer segments- including those with limited digital literacy- remains a critical priority.
Looking ahead, the future of customer service will be defined by a seamless blend of technology and humanity. AI will continue to handle routine tasks, but human agents will play an increasingly strategic role in delivering empathy, creativity, and complex problem-solving.
Personalization will become more predictive and proactive, anticipating needs before they arise. Feedback will be continuous and multidimensional, driving real-time improvements and innovation.
To succeed in this new era, businesses must embrace a customer-centric mindset that prioritizes experience over transactions. This means investing in the right technologies, building a culture of empathy and responsiveness, and embedding feedback into every layer of the organization. As Ipsos aptly puts it in the 2025 report,“ It’ s no longer enough to meet expectations- brands must anticipate and exceed them”.
In conclusion, customer service in 2025 is not just a support function- it is a strategic differentiator, a brand builder, and a growth engine. By harnessing the power of technology, delivering personalized experiences, and valuing customer feedback, businesses can forge deeper connections, foster loyalty, and thrive in an increasingly competitive landscape. The message is clear: in the experience economy, those who serve best, win.
Enock Wandera is the Chief Client Officer at Ipsos Limited. You can commune with him on this and related matters on mail via: Enock. Wandera @ ipsos. com.