Our strategy

Following the sad passing of our former CEO Bob Collymore in July 2019, interim CEO Michael Joseph refreshed the Group’s strategy based on our longstanding ‘FOR YOU’ customer proposition. The Group focused on being Simple, Transparent and Honest regarding all our services and products, resulting in decisive public actions that drove customer numbers.

This strategic review showed that our strategy remained essentially correct – though needed some refining – but was lacking balanced feedback from our customers, who are in fact Safaricom’s key stakeholders.

To correct this, the Group launched a ‘customer obsession’ campaign (refer to page 87 of this report) that places our customers at the centre of the Group’s stakeholder feedback loop.

As Safaricom turns 20 years old, we are inviting our customers to take the next step with us to ‘go beyond’ into a digital future.

Safaricom’s revised business strategy re-emphasises the Group’s set purpose of ‘transforming lives’. Regaining this focus meant going back to our customers and finding out exactly how Safaricom can transform their lives through our products, services and operations.

This reminded us sharply of the centrality of our purpose for a socially responsible organisation. We have accordingly refined and refocused Safaricom’s business strategy to decisively support what our customers need to transform their lives through technology.