Customer Experience & Brand Health Tracking

Customer Experience & Brand Health Tracking

Sector: Telecommunications       Country: Kenya (East Africa)        Year: 2025

Client Background

A leading telecommunications provider sought to understand declining customer loyalty and rising churn rates. The client required robust customer experience insights to improve service delivery and brand perception.

Research Objectives

• Measure customer satisfaction and Net Promoter Score (NPS)
• Identify pain points across the customer journey
• Compare brand performance against key competitors
• Provide actionable recommendations to reduce churn

Methodology

• Quantitative:
  • CATI and online surveys (n = 3,000 customers)
• Qualitative:
  • Customer journey mapping workshops
  • Key informant interviews with frontline service staff
• Analysis:
  • Driver analysis
  • Competitor benchmarking

Key Outcomes

• Identified network reliability and customer support response time as primary churn drivers
• Highlighted service gaps across specific regions and customer segments
• Delivered a prioritized action plan for customer experience improvement

Impact

The client implemented targeted service improvements and communication strategies, resulting in measurable improvements in customer satisfaction scores within six months.