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.