Kenyan companies are increasingly taking to social media platforms to address customer care concerns and promote their corporate social responsibility projects.With rapidly expanding internet access, there is now a critical mass of Kenyan consumers who discuss companies, brands, products and services on social media.
The uptake of Internet services has seen companies dump the traditional customer care model of call centers, which often had numbers that did not work or kept customers waiting for hours
Platforms such as Facebook and Twitter provide a cheaper and efficient medium of communication, especially for retail-focused companies that have a huge customer base such as banks, telcos and utility companies. Kenya’s total Internet users was recorded at 23.2 million as at September 2014, according to the Communications Authority.
Kenya Power, Safaricom and Equity Bank have been ranked among top firms which use social media platforms to engage in customer relations management. Other companies commanding online presence according to key metrics such as community growth and content engagement include;
- Airtel Kenya
- KCB bank Group
- K24 TV
- Capital Fm Kenya
- Kenya Airways
- Citizen Tv Kenya
- Co-op Bank Kenya
- Zuku Official
Kenya Power is ranked the world’s most ‘‘socially devoted’’ industrial company after answering more than 15,000 queries posed by electricity consumers on Facebook in 2014. It is still very active both on Facebook and Twitter at responding to customer concerns and providing regular updates on power outages in affected areas.
Safaricom was named sixth in the telecommunications field, having tackled 26,288 questions through its Facebook accounts. Equity Bank finished at position 11 globally in the financial institutions category, losing its place as the world’s number one lender in using social media to power its customer relationship management (CRM).
As much as access to the digital space has grown exponentially, usage by corporates is still very uneven: It appears that many Kenyan corporates have not yet fully grasped the potential of social media, nor thought systematically about building their online presence. Some haven’t looked at the digital space at all, others have a degree of awareness of social media, but little tangible understanding of how to manage this space. As a way of communicating with the public, advertising goods and services, and maintaining the company’s brand or reputation, social media accounts need to be treated with the same attention and diligence that a company would devote to traditional media.