2019 Sustainable Business Report

SAFARICOM SUSTAINABLE BUSINESS REPORT 2019 INTRODUCTION OUR BUSINESS OUR MATERIAL TOPICS STAKEHOLDER ENGAGEMENT CONCLUDING REMARKS 59 Case Study: Profile of a BLAZER MONITORING OUR PERFORMANCE Customer satisfaction is determined by the Net Promoter Score (NPS), which measures the likelihood of a customer’s recommending (promoting) our services to friends, family or colleagues. The revamping of our data offering has led to swift recovery in both NPS and mobile data growth. In the last four months of FY19, this growth was consistent, and we finished the financial year with an NPS of 61, five points behind our closest competitor. M-PESA remains the key driver of NPS. Safaricom mobile money services are extremely popular, especially thanks to their ease of use. Our overall NPS score for enterprise customers peaked at 29 per cent between July and October 2018, but dropped afterwards to 24 per cent towards the end of the year. This is due to decline in network reliability, whilst our performance in terms of product and services reliability and price competitiveness (value for money) remained stable. FY19 FY18 FY17 FY16 Consumer NPS 61 72 70 66 Enterprise NPS 26 26 12 6 Name: Kelvin Musyoka Business category: Fashion Aspiration: Designer Niche: Recycling leather to make jackets and designing unique bags for the local market. BLAZE activity: Be Your Own Boss (BYOB) Creation Camps and TV show I started off selling “mitumba” (second-hand) clothes, and I took a loan from my brother to kick-start my business selling leather bags and jackets. My BLAZE training helped me set up a retail shop in the CBD. I was able to market and position my business to corporate clients and landed a large order, which helped me scale my business and set up a manufacturing workshop with two permanent employees. We broke even in our second month and have expanded our customer base. I was invited on to 10/10 , a popular TV show, to speak about BLAZE BYOB, my business and entrepreneurship. I offered to dress the show’s host for two months and he agreed to wear my jackets on the show every Friday in November and December. The publicity was a huge boost for my business. BLAZING INTO THE FUTURE In FY19, we sought to drive uptake of BLAZE, our network catering to young people aged 10 to 26 years old, which has 3.2 million subscribers. What you get Price Daily 70mb + 70sms +WhatsApp 20/- 200mb + 200sms +WhatsApp 50/- 1gb + 200sms + WhatsApp 100/- Weekly 350mb + WhatsApp 100/- 1gb + WhatsApp 250/- 4gb + WhatsApp 500/- Monthly 3gb + WhatsApp 500/- 7.5gb + WhatsApp 1000/- 20gb + WhatsApp 2000/-