2022 Sustainable Business Report

65 PARTNERING FOR GROWTH: TRANSFORMING LIVES | KPI SUMMARY OUR MATERIAL TOPICS OUR BUSINESS OUR STAKEHOLDERS ISSUES FOR OUR CUSTOMERS • Affordability of 5G-enabled smartphones. • Reliability of our services, particularly internet (fibre and wireless) • Access to support and quick resolution of issues • Concerns around value for money in how Safaricom’s products and propositions are structured. • Accurate and easy-to-understand bills delivered on time. CUSTOMERS OUR HIGHLIGHTS • Enhanced customer engagement with personalised, relevant propositions that drove the active customer base to 32.8 million. • Significant growth in smart phones connected to the network and 4G enabled smartphones. • Engaged two million customers daily through Storo Bonus. • Seamless migration of one of our key cloud customers from their data centre to the cloud without any hitch. • Onboarded security partners – Palo Alto, Sectigo, Kaspersky and Sophos – to enable us to sell their broad security products. CONSUMER CUSTOMERS GROWING OUR CUSTOMER BASE Our move to Agile methodology, the establishment of tribes within the consumer team and consumer offerings based on individual usage all had a positive impact in the year under review. This was reflected in the increase in the active customer base to 32.8 million, as well in growth in terms of digitising our customers as indicated in the table on the next page. Growth in mobile data revenue increased from KSh 44.8 billion in FY21 to KSh 48.4 billion – good performance in a year in which consumers faced economic pressure generated by the challenges of COVID-19 and escalating food costs. Additionally, our total market share increased to 65.3%. We connected 16 226 homes and noted six million customers daily engaging on the reverse call service. Under Storo Bonus, a popular service that rewards all pre-paid customers for their loyalty, we engaged two million customers daily. To drive Customer Obsession further, we implemented a unified Customer Value Management (CVM) platform – UNICA – which uses machine learning to give customers personalised offers based on real-time resources available in their mobile wallets. These offers were based on individuals’ usage pattern and capability and aimed to cushion them from the harsh economic realities experienced in FY22.