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OUR MATERIAL MATTERS
| GOVERNANCE, RISK & REGULATION | NETWORK QUALITY | ENVIRONMENTAL RESPONSIBILITY
| INNOVATION |
42
CUSTOMER SATISFACTION IMPROVING
As the following table shows, our NPS score for consumer customer satisfaction
improved from 66% in FY16 to 70% for the period under review. Much of this
improvement can be attributed to the successful launch of BLAZE and other
promotions, such as
Shinda Ma Mili
with
Stori Ibambe
, together with other
4G-related services and products. Conversely, our Brand Consideration score
decreased from 82% in FY16 to 80% during the year and this can be attributed to
the perception that Safaricom products and services are expensive, along with a
dip in trust related to airtime and data bundles being consumed at more quickly
because of the faster data transfer rates across the network.
NET PROMOTER SCORE*
FY17 FY16 FY15
Consumer (Overall)
70% 66% 53%
BRAND CONSIDERATION
†
Overall
80% 82% -
* Assessment of customer satisfaction. Research performed by TNS.
† Assessment of likelihood of customer choosing Safaricom in the future.
4G ADOPTION DRIVING MOBILE DATA GROWTH
In terms of mobile data usage and growth, we enjoyed another year of solid
progress. We grew our mobile data customers (who have been active within the
last 30 days) from 14.08 million to 16.6 million. Likewise, our revenue from mobile
data grew by 38.5%, from KES 21.15 to KES 29.3 million, and now accounts for
14.3% of our total service revenue.
FY17 FY16 FY15
Mobile Data Revenue (KES billion)
29.3 21.15 14.82
Mobile Data Customers (million)*
16.6 14.08 11.59
* 30-day active
We are particularly pleased to have been able to realise our ambitious target of
KES 7 billion additional revenue for mobile data for the year. This achievement
can be attributed to three main, interrelated initiatives: the expansion of our 4G
network; the execution of several campaigns to raise awareness of the potential
of 4G and stimulate usage; and a concerted drive to increase smartphone
penetration and the number of 4G devices connected to the network.
The expansion of our 4G network was the first step towards growing our revenue
from 4G services and we increased 4G network coverage by 9% in seven major
towns (Nairobi, Mombasa, Kisumu, Kisii, Meru, Eldoret and Nakuru) during the
year. We also successfully increased the number of 4G devices connected to
the network from 400,000 to 1.8 million by introducing affordable devices through
our in-house brand
Neon
(the most affordable unit currently retails at KES 3,499),
holding open days in the regions to help raise awareness of the benefits of owning
a smartphone and the available options, together with targeted promotions
offering subsidies,
Bonga
points and vouchers to feature-phone owners to
SDG 8
SDG 9
FY17
FY16
FY16
FY15
Net Promoter Score
Brand Consideration
FY17
25%
75%
70%
80%
100% 0%
50%