wide network of M-PESA agents and merchants to support our customers need to deposit, withdraw and make payments. Customers can, with ease access these services closer to where they are.
I particularly like a campaign that Toyota Kenya runs periodically every year. They offer free mechanical service clinic, in addition to reduced labor and parts costs by a percentage just in case change of parts is needed. These clinics are offered across the country enabling them reach their customers wherever they are.
Brands can identify ways in which they can show that they care. One of the heartwarming programs Safaricom ran last year was country wide medical camps. The camps attracted 3000-5000 people per event and provided much needed medical attention from 8am to 5pm. There was provision for medicine, dental care, ophthalmology services, etc. I remember a lady in Nakuru who had broken her leg but was looking for funds for the leg to be set for over two months. She was able to get the much-needed surgery and care in conjunction with the County Hospital. She was so grateful. Such an experience though not transactional in nature endeared her to the brand for a long time to come.
Create Memorable Experiences
In a recent business travel via Qatar Airlines, I had a memorable experience. The reception was exceptional. I sensed that all passengers were treated with dignity and this was great to start with. Secondly the full menu was 100 % halal. It is interesting how this is not the case in most flights. While there are options to select from, the fact that the food was halal gave me freedom to choose what to eat. The icing on the cake came when I wanted to sleep. I was given a nice pair of pyjamas, a nice mattress was added to my seat, lovely sheets laid out, a large pillow provided and a nice blanket handed to me. It was amazing to close my eyes and get the much needed rest as I had a long flight to China. It was an amazing experience. Unforgettable.
The World Rally Championship, Kenya series is one of the most popular legs of the rally. It is on rough terrain in the Rift Valley. As it carries a lot of nostalgia for Kenyans, it is an ideal event to create memorable experiences for customers. In 2024, Safaricom did exactly that. We randomly selected a group of customers and began a memorable experience from Nairobi to Naivasha. Customers got to experience the rally from the best location, were dined, got to mingle with other customers for two days. Feedback from the customers was it was an unforgettable experience that they experienced with their loved ones and they would forever hold the memories dear.
Brands should endeavor to create memorable experiences for their customers; whether in the normal course of business as in the Qatar case or by creating memorable experiences that align with their passion points.
Personalize Interactions
Starbucks uses data analytics to personalize offers and incentive based on individual customer preferences and purchase history. According to an article by Renascence Founder and CEO Aslan Patov, where he explores how Starbucks builds loyalty and enhances customer experience( CX) with Rewards Programs, he gives an example where a customer who regularly buys iced coffee may receive a promotion for a discounted iced coffee or an invitation to try a new cold brew flavor. This level of personalization not only enhances the customer experience by making customers feel understood and valued but also encourages more frequent visits.
Customers want to feel understood because it makes them feel valued and important. When they feel understood, they are more likely to trust and be loyal to a business. Personalized marketing has shifted from a one-size-fits all approach of the past to a strategy that acknowledges each customer’ s unique needs, preferences and behaviors. Adoption of technology and shift in customer preferences has increased this need in customers.
Luxury brands have perfected the art of personalization. For example, there are limited editions that create a sense of urgency and scarcity( e. g. for sports car fans, only 20 units of the Lamborghini Reveton Coupe were manufactured); invite only events fosters a sense of belonging to an elite inner circle; exclusive membership, etc.
Building A Sense Of Community And Belonging
Engaging customers emotionally leads to a higher loyalty and spending, as evidenced by a Capgemini report showing emotionally connected customers are three times more likely to recommend and repurchase from a brand. A good example is how brands support sports that customers are passionate about e. g. Standard Chartered supporting Liverpool; Vodafone supporting F1, M-PESA supporting Rugby, Safaricom supporting athletics and marathons.
Safaricom Chapa Dimba fourth edition which took place in 2024, brought together over 60,000 players across 47 counties, with equal representation from boys and girls. Coaches, their teams, their fans, parents and friends flocked the stadiums to support their teams. The Most Valuable Players received full scholarships to a TVET of their choice. All winning teams in each region received free smartphones and airtime. The grand winners for both boys and girls received KES 1 million each. All the top 22 players; boys and girls will get a lifetime opportunity to attend a training camp in Spain in 2025, providing the much needed exposure to these young boys and girls. In today’ s competitive market, brands that tap into emotions often emerge victorious.
In conclusion, brands can create emotional connections with their customers. This is essential as it helps to create trust and a deeper level of engagement with the customers. Consumers who feel emotionally connected to a brand are more likely to be loyal advocates and more forgiving of the brand’ s occasional missteps which ultimately drives long-term customer relationships and the brand’ s overall success. This is an invitation for all brands to rekindle the art of emotionally connecting with consumers.
Fawzia Ali-Kimanthi is the Chief Consumer Business Officer, Safaricom PLC. You can commune with her on this or related matters on email at: Fawziakimanthi @ gmail. com.