Cultivating brand loyalty in Kenya

Esther Karuku

From all indications, we seem to be on our way back to the economic boom seen in 2007 before the post-poll chaos.

Due to this, competition among brands is set to increase significantly. In spite of the cut-throat competition, companies need to continually boost their bottom line. So how do marketers make sure they retain their customers and attract new ones? According to experts, brand loyalty is one of the most cost effective ways for a company to raise its sales.

So how do marketers cultivate and maintain brand loyalty in the Kenyan market? Maybe one can take a cue from the long queues that dot the Ambassador Hotel area in Nairobi's central business district every weekday evening. These endless queues are made up of commuters who do not board anything else but Express Connection buses, popularly known as Double M. Witnessing the slow but steady growth of this company, I have learnt a few lessons in cultivating brand loyalty.

Surpassing customer expectations

The Double M buses started operations in the Nairobi East lands area. They entered the market when commuters were used to loud and reckless matatus that flouted all the traffic rules with little regard to their safety. Double M buses filled that gap by assuring their customers' of comfort and safety. They also had exceptionally polite staff who were the complete opposite of their competitors.

Unique service

For a company to keep its existing customers, it must continue to innovate or die. That may sound harsh but it is the plain truth. While thinking of innovation in Kenya, Safaricom's MPESA first comes to mind. It has revolutionised money transfer in Kenya and managed to retain its 14 million subscribers.

Superior customer service

In my opinion, this is the most crucial factor when it comes to maintaining brand loyalty. Kenya Airways is a good example of this. Talking to frequent KQ passengers, one statement runs across the board - excellent service. Their operations may not be 100% efficient but complaints about staff are seldom. Once you convince your customers that you are doing the best you can under strained circumstances, they do understand and will remain loyal to you.

Use of e-resources

All companies by now have a website, but whether or not they utilise its full potential is another matter altogether. If you're in marketing and you have no idea what Facebook is, you're really missing out on a great marketing opportunity. Social marketing is a brilliant way for brands to get up-close and personal with their customers. This creates an excellent environment to cultivate brand loyalty. Twitter, Facebook, Digg and LinkedIn are some of the most interactive social networking sites at the moment.

Efficiently marketing your product or service using these mediums is both cost-effective and a great way to receive feedback. And it also does wonders for your website traffic.

Die-hard

Fierce brand loyalty is still possible in the Kenyan market. When asked about Double M services, Evelyn Wangare said, “I can't board anything else. When I reach the bus stop and there are only other brands of buses, I often say to my friend, “Hakuna Matatu!” Then queue for Double M's.”

Another show of brand loyalty is the interchange of brand names for product names. An example is a customer's use of the brand Kiwi when asking for shoe polish in a shop.

For brands to attain this kind of die-hard loyalty marketers need to make use of these avenues and profits will certainly go up in 2010.