Safaricom 2018 Sustainable Business Report

48 INTRODUCTION OUR BUSINESS OUR MATERIAL TOPICS STAKEHOLDER ENGAGEMENT 2018 SUSTAINABLE BUSINESS REPORT • M-PESA usage and revenue (tracking whether new products and services are helping to deepen financial inclusion) • Technology for development users/subscribers (gauging the impact and success of social innovations through active users/ subscribers) PREEXISTING ISSUES DEFLATE CUSTOMER SATISFACTION Net Promoter Score* FY18 FY17 FY16 FY15 Consumer - Overall 72 70 66 53 Brand Consideration † Overall 60 80 82 - * Assessment of customer satisfaction. Research performed by TNS. † Assessment of likelihood of customer choosing Safaricom in the future. As the preceding graphics (bottom left) show, our NPS score for overall consumer customer satisfaction was 72 per cent in March 2018 (the end of the reporting period). It peaked at 80 per cent earlier in the year, prior to the elections, but dropped afterwards and only recovered to 72 per cent by March 2018. Our Brand Consideration (BC) score also decreased significantly from 80 in FY17 to 60 during the year. Overall, the protracted electioneering period and subdued economic environment did exert some downward pressure on both our NPS and BC scores. Our NPS recovered quicker and to higher levels, which we attribute to the introduction of several successful new products and services, as well as the positive influence of established services like M-PESA. The reduction in our Brand Consideration score can be partly attributed to the weighting given to certain questions asked in the research, such as the question ‘which SIM card would you buy for a second line?’. The reduction can also be attributed to the perception that Safaricom products and services are expensive, as well as a decrease in consumer trust. When faster data transfer speeds were introduced, some customers were surprised by how much quicker data bundles were consumed and distrusted the balances on their accounts as a result. We acknowledge the feedback given by our customers in regard to our data products. During the period under review, we introduced My Data Manager as a first step in helping customers take control of their data usage and data spend. My Data Manager allows customers to choose to only access data when on a data bundle, which means that their airtime will not be consumed once they exhaust their data bundle. There are also plans to roll out more data management tools in the coming financial year, with a goal of empowering our customers to fine tune what services have access to their data and how much data these services can consume. FY15 FY16 FY17 FY18 Customer Satisfaction 53 66 70 72 82 60 80 Net Promoter Score Brand Consideration