4th-Dec-2025 • Brendah Akinyi • SME Customer Insights
In today's dynamic market, understanding your customers is key for Kenyan small and medium enterprises (SMEs) to thrive. By leveraging customer insights, you can tailor your offerings, improve customer satisfaction, and drive growth. Let's delve into some valuable data that will help you gain a competitive edge.
Firstly, it's crucial to know who your customers are. In Kenya, the majority of small business owners cater to other businesses (B2B), followed by consumers (B2C). According to a 2019 report by KPMG, B2B and B2C represent 54% and 39% respectively of total SME revenue.
To serve your customers better, understanding their behavior is vital. For instance, Kenyan consumers value convenience and quick service. A survey by Mastercard revealed that over 60% of consumers prefer to shop online due to its efficiency.
Leveraging data can help you gain deeper customer insights. By analyzing your sales, customer feedback, and web analytics, you can identify trends and patterns. For example, if a particular product consistently sells well, it might be worth focusing on that item or developing similar products.
Based on the insights gathered, you can create personalized experiences for your customers. This could involve offering tailored promotions, enhancing customer service, or even modifying your product offerings to better suit your target audience.
In today's digital age, embracing technology can help you gain a deeper understanding of your customers. Platforms like Lipabiz provide tools for customer relationship management (CRM), sales tracking, and online payment solutions. These tools can help you gather valuable data about your customers and engage with them more effectively.
Ultimately, the key to success lies in acting on your customer insights. Regularly reviewing and analyzing your data will help you stay ahead of the curve and ensure that your business is meeting the evolving needs of your customers.