Safaricom - 2021 Sustainable Business Report

62 SAFARICOM SUSTAINABLE BUSINESS REPORT 2021 / STANDING TOGETHER: GOING BEYOND / OUR MATERIAL TOPICS //// OUR STAKEHOLDERS / KPI SUMMARY CUSTOMERS BECOMING NOTORIOUSLY CUSTOMER OBSESSED Our customer base is comprised of individuals and organisations across Kenya. We classify our customers into two main categories: consumer and enterprise. The former are consumers of products and services such as voice, mobile and fixed data and mobile money, while enterprise customers include businesses of all sizes ranging from small and medium enterprises (SMEs) to large corporates and public entities. In FY21, we embarked on our Customer Obsession journey whereby we seek to deepen customer engagement and experience. Under Customer Obsession, we will work to add value continuously to our customers’ experience of and interaction with us, using various touch points and platforms to collect feedback regularly and prioritise customer needs. Our approach in deepening the engagement with our customers is based on six pillars: Our Customer Obsession pillars Description FY21 progress Transparency Enable our customers, based on their feedback, to track and monitor the usage of their resources, especially data bundles. Continued to register a positive uptake on our Transparency Tools (My Data Manager, Data Save and usage statement), currently at 33m users, up from 30m. Reliable, safe intuitive M-PESA Ensure reliability of the M-PESA platform by reducing planned and unplanned downtime. Fraud prevention registered an increase from 67% to 69%. Seamless fibre installation and maintenance Ensure seamless fibre deployment and maintenance for enterprise and home customers. Fixed data NPS stable at 35 pts and home fibre NPS at 37pts against a target of 40pts. Superior usage-driven network Roll out demand-driven network to ensure seamless experience in browsing. Capacity upgrades continued to expand network access for customers with sufficient 3G speed at 89% despite being 2.5 months ahead of projections. Channel excellence Enhance customer experience at various touchpoints and increase uptake of self- service channels IVR Stabilised maintaining containment at 81% & unassisted contact at 69%. Improved scores across all call centre KPIs. Customer Obsessed culture Sustain staff engagement on Customer Obsession Improved our Ready, Willingness and Able Score with a monthly assessment to aid in swift course correction OUR HIGHLIGHTS • Total customers up by 12% to 39.90 million, 1 month active: M-PESA customers: up 13.6% YoY to 28.31 million, and 1 month active mobile data customers up 2.1% YoY to 20.04 million. • Permanently doubled the speeds for fibre customers during the FY21 period. Total gross adds for the year closed at 62 473, with total active customers standing at 137 000. • Automation of enterprise customers’ onboarding process. ISSUES FOR OUR CUSTOMERS • Economic constraints exacerbated by COVID-19, perception that Safaricom is more expensive than its competitors. • Delayed installation of fibre because of the long approval cycle. SUPPORTING OUR CUSTOMERS DURING THE COVID-19 CRISIS • To cushion Kenyans from rapid transmission of the pandemic, guided and in collaboration with the Central Bank of Kenya, the industry waived fees on; Person to Person (P2P) for transactions of KSh 1 000 and below, as well as bank to M-PESA wallet and M-PESA wallet to bank transfers (C2B and B2C). As a result, 1.7 billion transactions were zero- rated to the value of KSh 4.4 trillion. • In addition, we zero-rated pay bills and tills for hospitals and dispensaries as well as Lipa na M-PESA transactions below KSh1 000. • On the resumption of charging, we reduced P2P transaction charges by up to 45% for low value transaction bands below KSh 7 500 and retained unlimited M-PESA Kadogo (KSh 100 and below) transactions. M-PESA wallet to bank and bank to M-PESA wallet (C2B and B2C) transactions continue to be free. • Bonga for Good is now a permanent service and customers are able to redeem their points at any Buy Goods till merchant countrywide. Approximately KSh 1.2 billion worth of goods were redeemed during the year.