28th-Dec-2025 • Brendah Akinyi • SME Customer Insights
In the dynamic Kenyan business landscape, small and medium enterprises (SMEs) are constantly seeking ways to thrive and grow. One crucial aspect that often goes unnoticed yet holds significant potential for growth is customer insights.
Customer insights refer to the valuable information gathered about customers' needs, preferences, behaviors, and pain points. By harnessing these insights, SMEs can tailor their products, services, marketing strategies, and overall customer experience to better resonate with their target audience.
According to a recent survey by the Kenya National Bureau of Statistics (KNBS), SMEs contribute over 98% of businesses in Kenya but account for only 30% of the country's total revenue. This disparity highlights a significant opportunity for SME growth, especially when it comes to understanding and addressing customer needs more effectively.
Consider the case of M-Kopa, a Kenyan company that provides solar power solutions. By conducting thorough market research and understanding their customers' needs for affordable, reliable, and eco-friendly energy solutions, they were able to develop a unique pay-as-you-go model that has catapulted them to success.
Customer feedback is an invaluable resource for SMEs looking to improve their offerings. A survey by Zendesk revealed that 82% of customers stop doing business with a company due to a bad experience, highlighting the importance of addressing customer concerns promptly.
Embracing technology can help SMEs gather and analyze customer insights more effectively. Platforms like Lipabiz offer features such as customer relationship management (CRM), payment solutions, and analytics tools that can provide valuable insights into customer behavior and preferences.