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Safaricom Sustainability Report 2016
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The wide-reaching ‘Operational Excellence’ objective
of the new strategy includes: how well we design our
new products; how fast we deliver them to market; how
seamlessly we support these new products technologically;
how streamlined and efficient our internal processes
are; how tightly we are managing our costs; and how
consistently we are managing our distribution network
and the experiences customers have with our agents and
dealers.
As part of this objective, we moved from ‘Best Network in
Kenya’ (BNK) to ‘Best Network for You’ (BNU). This migration
reflects our commitment to ensuring that each of our 25
million subscribers experiences network improvements
directly and personally. It also reminds us to focus network
improvements on the changing needs of individual
customers.
Restructuring the business
To reflect this new strategic approach and understanding,
the business was restructured during the year. Several
new departments were created, including Segments
Marketing, Customer Experience Excellence, Customer
Value Management and the Project Management Office.
As its name suggests, the Segments Marketing Department
features teams of marketing and product specialists that
are focused on gleaning insight about specific customer
groups. The Customer Experience Excellence Department
supports the new strategy by raising awareness of customer
experience responsibilities and challenges throughout
the business and setting targets for every team. The
Customer Value Management department ensures that
we understand the needs of our consumer and enterprise
customers and, in turn, that our customers are extracting
maximum value from our products and services. The Project
Management Office then coordinates the delivery of new
projects and ensures that each one is aligned to the new
strategy. We also created Regional teams to co-ordinate
the services we deliver in each region of the country,
allowing for faster, decentralised decision-making.
‘Operational Excellence’
requires us to assess every
aspect of the business from
the perspective of how well
it is serving the customer and
helping to deliver quality
experiences to them.