21st-Feb-2026 • Sheldon Cooper • SME Customer Insights
In today's dynamic business landscape, understanding your customers is more important than ever. As a small or medium enterprise (SME) owner in Kenya or Africa, having a deep grasp of your customer base can be the key differentiator that propels your business to success. In this blog post, we delve into valuable SME customer insights that will empower you to make informed decisions and drive growth.
Knowing what your customers want is crucial. According to a recent survey by Lipabiz Technologies Ltd, 65% of Kenyan SMEs identified understanding customer preferences as a top priority. This insight can help you tailor products or services to meet the specific needs of your target audience.
Understanding how and when customers make purchases can also be enlightening. For instance, a study by Nielsen revealed that 85% of Kenyan consumers use mobile phones for shopping. By leveraging this information, you can optimize your sales channels to capture more opportunities.
It's far cheaper to retain existing customers than acquire new ones. The same Nielsen study showed that 42% of Kenyan consumers are likely to switch brands if they experience poor service. Therefore, focus on delivering exceptional customer service to retain your valuable clients.
Embracing digital technologies is no longer optional but essential for SMEs in Kenya. A report by the World Bank indicates that digital payments in Kenya grew by 26% in 2018, highlighting a growing appetite for digital solutions among small businesses and consumers.
Personalization is key to building strong relationships with your customers. A survey by Salesforce found that 74% of Kenyan consumers are more likely to buy from a company that provides personalized experiences. Use customer data to deliver targeted, relevant communications and offers.
