Strategies Employed by Safaricom Kenya Limited to Enhance Service Delivery

Abstract

The multi-dimensional architecture of the communication industry and the ease with which telecom services can be duplicated has increased the complexity of the industry. This has escalated the efforts by telecommunication companies to dedicate more time and resources to effective service delivery. Businesses in the telecoms sector can only succeed and thrive if they consistently provide high-quality services to their customers. With so much competition, the telecom business demands that companies find ways to differentiate themselves via their strategies. The study thus sought to determine the strategies employed to ensure effective service delivery at Safaricom Limited. The study was anchored on two theories namely the stakeholder theory and the Porter's theory of competitive advantage. The study undertook both the empirical and theoretical review where the concept of strategies and service delivery was analysed. Data was collected from Safaricom Limited hence a case study design was used. Primary data was collected using interview guides. The respondents were managers from departments such as operations, marketing, sales, strategy, ICT and human resource departments. The findings revealed that Safaricom has employed various strategies such as the brand image, human resource and information technology to survive in the highly competitive sector and meet the needs of the customers accordingly. The results showed that the company has engaged in aggressive programs to promote the Safaricom brand such as extensive advertisement and offering personalized services to the customers. The results also showed that Safaricom has a clear and competitive process driven by the motive to hire qualified personnel and has been able to offer customized services to the customer through various applications and functions such as web hosting thus supporting the day to day activities of the customers. The results further revealed that the company faces various challenges in the implementation of strategies such as changing customer preferences, intensified competition, rapid technological changes and cyber-crime among others. The recommendations include the need for telecommunication companies to regularize their pricing in addition to the various CSR programs and extensive advertising, the need to develop a clear work-life balance schedule for the employees. The study further recommended the top management to constantly innovate and develop new technologies and engage in risk management measures such as forecasting and simulations to predict occurrences that may be a cause of potential havoc and put in place the control measures accordingly.