18th-Dec-2025 • Sheldon Cooper • SME Customer Insights
In today's competitive market, small and medium enterprises (SMEs) in Kenya need a strategic edge to thrive. One powerful tool that can provide this advantage is customer insights.
Customer insights refer to the comprehensive understanding of your customers’ needs, preferences, and behaviors. By harnessing these insights, SMEs can tailor their offerings, improve customer satisfaction, and drive growth.
According to a 2021 report by the Kenya National Bureau of Statistics, SMEs contribute over 98% of all businesses in Kenya. However, many struggle to grow due to limited resources and market knowledge.
Customer insights can help bridge this gap. For instance, a local bakery could identify a trend among customers preferring organic products. By adjusting their offerings to cater to this demand, they might attract more health-conscious consumers and boost sales.
There are numerous ways to gather customer insights. Surveys, focus groups, and social media monitoring are some common methods. But a simple yet effective approach is direct communication with customers.
Ask your customers for feedback on their experience with your products or services. Encourage them to share ideas for improvements or new offerings. This not only provides valuable insights but also fosters loyalty by showing you value their opinions.
Once you have gathered customer insights, it’s crucial to act upon them. This could mean tweaking your product offerings, improving customer service, or even launching new marketing campaigns.
For example, if a local clothing retailer finds that customers frequently ask for more size options, they might expand their size range to cater to this demand.
By understanding and addressing your customers’ needs, you can build a loyal customer base and drive growth. According to a 2019 study by McKinsey & Company, businesses that invest in customer understanding are more likely to achieve strong financial performance.
In the dynamic Kenyan market, customer insights offer a valuable competitive advantage for SMEs. By listening to your customers and acting on their feedback, you can position your business for success.