mSurvey has launched the first industry Net Promoter Score [NPS] for Africa. The internationally recognised benchmarking practice used to gauge the loyalty of a company’s customer relationships has revealed that Kenya’s telcos are achieving success in terms of customer loyalty.

The first-of-its-kind insight for an African country revealed that overall, Kenyan Telcos are the most recommendable sector, with an NPS of 33, and cable and satellite services are the least recommendable sector in Kenya, with an NPS of 16. Across all industries, National Bank had the highest NPS score (77).

Other companies of note that recorded results were Safaricom [(34), Naivas (29), Resolution Health Services (28), and DStv (27). NPS, which has been adopted by more than two-thirds of Fortune 1 000 companies, including Apple, Sony, Amazon, British Airways, and Tesla, is a globally recognised industry management tool to drive business growth, has yet to be formally implemented in Africa.

mSurvey has now used Net Promoter Score to measure Kenyan consumers’ overall perception of brands across nine industries, including insurance, banking, telcos, retail, and cable and satellite services.

The news comes as mSurvey, and CEO of OWEN CX group (former CEO of Satmetrix) and co-creator of the Net Promoter Score, Richard Owen, is set to launch Africa’s first-ever Net Promoter Masterclass certificate, aimed at the continent’s businesses looking to unlock revenue growth by understanding their customers.

The Net Promoter Masterclass is focused on heads of customer service, heads of research, chief marketing officers, and business analysts – the one metric businesses need to know.

The Net Promoter Masterclass, taking place in Nairobi on Tuesday, 5 December and Wednesday, 6 December, aims to give participants the opportunity to understand the art of NPS and gives them a view of how companies build CX leadership to drive growth, as well as apply the NPS methodology to an African consumer group.

While the initial NPS benchmarking has been conducted, the Kenya mSurvey aims to roll out the CX tool across the continent, including in South Africa. Claire Munene, chief operating officer of mSurvey, says, "Finally, decision-makers across Africa now have access to the technology that will enable them to benchmark their businesses."

"Using the NPS as a guide, they can better understand and evaluate their current position in the industry, as well as use our other products, to further identify areas in which they can improve their performance and growth. We’ve only just scratched the surface in Africa with this world-class NPS software," she adds.

Owen adds, “We are very excited to bring the very first Net Promoter Masterclass to Africa; it has been long overdue. Having taking NPS all around the world, and seeing how successful it has been in other emerging markets, we believe that Africa provides a unique opportunity for innovation and for companies to accelerate their growth by tapping into the lessons of other businesses around the world.

"It’s particularly fitting that we will be bringing The Net Promoter Masterclass to Nairobi, one of the tech innovation hubs for Africa," he adds.

Introduced in 2003, NPS measures the loyalty that exists between a provider and consumer. It is based on responses to how likely a consumer would recommend a company, product, or service on a 0 to 10 scale.

Subtracting the percentage of Detractors (those who score between zero to six) from the Promoters (those who score nine or 10) yields the NPS scores, which can be as low as -100 (if every customer is a detractor) or as high as +100 (if every customer is a promoter).

There are a final few spaces on the inaugural NPS Masterclass still available. 

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