SAFARICOM 2020 | SUSTAINABLE BUSINESS REPORT 58 INTRODUCTION OUR BUSINESS OUR MATERIAL TOPICS OUR STAKEHOLDERS CONCLUDING REMARKS Customers Our customer base encompasses the full spectrum of individuals and organisations across Kenya. We classify our customers into two main categories: consumer and enterprise. Consumer customers are individual purchasers of goods and services, while enterprise customers includes business of all sizes, ranging from small-to- medium enterprises (SMEs) to large corporate firms and government entities. Consumer customers Despite intensified competition and difficult economic conditions, we added an extra 3.8 million consumer customers during the year and grew our total number of consumer customers to 35.6 million. Our overall market share increased by 2.1 per cent and we finished the year with a 51 per cent share of the gross adds (total number of new subscribers before adjustments) among Kenyan mobile network operators. Measuring customer satisfaction We continue to use the Net Promoter Score (NPS) and Brand Consideration (BC) score to monitor customer satisfaction. NPS measures the likelihood that a customer would recommend Safaricom to other businesses or friends, based on his or her overall experience. NPS is measured separately for consumer and enterprise customers. Brand Consideration measures the likelihood that a customer will purchase a particular brand based on their predisposition or feelings towards that brand. Both NPS and BC are primarily researched using customer surveys. • Bonga for Good – 1.1 billion loyalty points worth KSh 320 million redeemed by 677 000 customers to purchase food items through 40 000 merchants. • Double fibre capacity for our 142 000 home fibre customers and 10 000+ enterprise customers. • Support for the frontline health workers – 5 529 frontline health workers provided with monthly bundles consisting of 12GB data, 600 minutes, and 2 000 SMS since April 2020. • Supporting e-learning – over 1.7 million learners accessing learning through platforms such as Shupavu 291. We have given free access to learning platforms such as Vuisasa Elimu and Longhorn – 12 million free passes for 100MB of data content have been redeemed by over 1.2 million learners accessing the content. Supporting our customers through COVID-19 Total market share (%) Total customers (millions) FY18 FY18 FY17 FY17 FY19 FY19 FY20 FY20 71.9% 16.6 19.0 28.1 67.0% 17.7 20.6 29.6 62.4% 19.3 22.6 31.7 64.5% 22.0 24.9 35.6 Mobile data customers* M-PESA customers* Total consumer customers * One-month active We recognise the contribution of our products and services to our customers, the economy and to enabling the implementation of the SDGs. We are committed to improving the quality, reliability and coverage of our products and services.