Kenya RE

CUSTOMER SATISFACTION SURVEY

2018 TOPLINE REPORT
July 2018

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and may not be disclosed or reproduced without the prior written consent of Ipsos.

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 "If you cannot measure it, you
cannot improve it.“
Quote by Sir William Thomson

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RESEARCH OBJECTIVES
The survey sought out to address below objectives;

1 2 3 4

To examine overall To review service delivery To evaluate the To establish Kenya Re

customer satisfaction benchmarks and customers’ perception on brand image among the
trends and satisfaction recommend appropriate service attributes stakeholders
levels among different interventions
customer categories

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Research Design
Survey Execution
Data Collection Methodology The Sample Size Data collection dates

• Quantitative Research • 2018 Fieldwork: 5th – 26th June

Type of 2015 2016 2017 2018
 CATI (Computer Aided Telephonic
Customer • 2017 Fieldwork: 19th April 2017 – 2nd
Interviews)
Insurance 30 41 40 31 May
• Qualitative Research Companies
 Follow up In-depth Interviews (On- • 2016 Fieldwork: 15th - 29th April
Suppliers 40 38 35 40
going) • 2015 Fieldwork: 26th March To 17th
Tenants 38 40 40 35
April
4 Total 108 119 115 106
FIRMOGRAPHICS
Insurance companies have the longest standing relationship with Kenya Re

Customer Classification 100%

Duration of interaction with Kenya Re?
80%
65%
29% 60% 52%
Suppliers 38% 51%

40%
23% 20%
Tenants 20% 13%
9% 10% 11% 10% 12%
33% 2% 3% 0% 3%
8%
3% 5%
0%
Reinsurance Services
Less than 1 year 1 to 3 years 3 to 5 years 5 to 7 years 7 to 10 years More than 10
years
Suppliers /service providers(n=40) Tenants Reinsurance Services
n=106

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Overall Customer Satisfaction Index
Kenya Re 2018 customer satisfaction index is 72.9. Suppliers recorded highest
satisfaction across the customer categories

72.9
Overall 2017 Index

75.0 73.6 69.4

Suppliers Tenants Insurance Companies

Excellent Good Average Poor Very Poor

100 90 89 70 69 50 49 30 29 10
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Trended Customer Satisfaction Index
Slight decline in the overall customer satisfaction index recorded in 2018

100
78.0 80.4 78.1 77.5
80 72.9 76.6 69.4 75.0 76.0 73.6 76.1 71.8
69.4
76.1
68.6 67.9
60

40

20

0
Overall Index Suppliers Tenants Insurance Categories

2018 (n=106) 2017 (n=115) 2016 (n=119) 2014/15 (n=108)

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Global Customer Satisfaction Norms Across Industries (B2C)
Nonetheless Kenya Re Customer Satisfaction index is above global norms for
similar companies in the category

Global CSAT Norms Across Industries

Automotive 81
Insurance 62
Airline 59
Supermarkets 56
Mobile Network Provider 56

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NPS Overview
NPS is based on customers’ likelihood to recommend the company, and as such, is
a measure of advocacy
NPS® Theory:

Promoters will talk positively about their (brand) experience

and will therefore recommend (Kenya Re) to friends/relatives
= GAIN of CUSTOMERS

Detractors will be neutral or talk negatively about their

(Kenya Re) experience and therefore either discourage
friends/relatives from contacting or not encourage them =
LOSS OF CUSTOMERS

Research has found a strong correlation between the

“likelihood to recommend” question and self-reported
referrals, repeat purchase behavior, and the 3-year average
growth rate of brands in several industries.

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Kenya Re NPS
Kenya Re has an overall NPS of 12%. Advocacy is strongest among insurance
companies and weakest among tenants

NPS +12% +20% +3% +14%

Promoters(9-10) 29%
41% 50% 40%

Passives(7-8) 23%
31% 20% 55%

Detractors(1-6) 29% 30% 37%

15%
Total Suppliers Tenants Insurance
n=106 Companies

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GLOBAL NPS NORMS ACROSS INDUSTRIES (B2C)
Against global norms, Kenya Re NPS is within range with similar companies in the
industry

GLOBAL NPS NORMS ACROSS INDUSTRIES

Automotive +44
Airline +12
Supermarkets +11
Insurance +11
Banking +6

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 Ease of Communication with Kenya Re
Overall customers are happy will ease of communication with Kenya Re. However need to
address reasons behind comparatively lower rating by tenants
Q7.Overall,how would you rate ease of communication with Kenya RE?
Attributes Top 2 Box (Agree) Bottom 2 Box (Disagree) Mean / 5

Total 81% 5% 4.18

Suppliers 85% 8% 4.22

Tenants 77% 3% 4.14

Insurance Companies 81% 3% 4.16

Descriptive scale
12 Poor
Very Poor Average Good Excellent n=106
0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100
 Perception about Kenya Re Brand Performance
Majority of the customers remained neutral regarding strength of Kenya Re as a brand,
implying need to push what the brand stands for and create a distinct image
Q9.Overall,howQ9.Overall,how would
would you rate performance youRErate
of Kenya performance of Kenya RE as a brand?
as a brand?
Attributes Top 2 Box (Strong & Very Strong) Bottom 2 Box (Disagree) Mean / 5

Total 27% 5% 3.93

Suppliers 35% 8% 4.06

Tenants 23% 0% 3.94

Insurance Companies 23% 6% 3.76

Descriptive scale
13 Poor
Very Poor Average Good Excellent n=106
0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100
 Perception of Services – Insurance Companies
Among insurance companies, customers were least satisfied with availability of required
facilities
Q11. Please rateQ9.Overall,how would
your satisfaction with the you
following rateofperformance
aspects Kenya RE services &of
staffKenya RE as a brand?
Attributes Top 2 Box (Strong & Very Strong) Bottom 2 Box (Disagree) Mean / 5

Use of clear and simple language 90% 0% 4.42

Quality of service 71% 0% 4.07

Advice given 71% 3% 3.97

Availability of the required facilities 68% 3% 3.93

Descriptive scale
14 Poor
Very Poor Average Good Excellent n=31
0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100
 Perception of Staff – Insurance Companies
Insurance are very happy about integrity and professionalism of staff at Kenya Re. However lower satisfaction on
availability of training services, extent to which technology is applied and access to Kenya Re offices
Q9.Overall,howQ9.Overall,how would
would you rate performance youRErate
of Kenya performance
as a brand? of Kenya RE as a brand?
Attributes Top 2 Box (Strong & Very Strong) Bottom 2 Box (Disagree) Mean / 5

Integrity of staff 87% 0% 4.66

Accessibility of offices / branches 68% 3% 4.35

Professionalism of staff in service provision 94% 0% 4.32

Ability to get through to a person I am seeking 84% 3% 4.16

Ability to solve problems 84% 3% 4.10

Being valued as a customer or client 0% 4.10

74%

Helpfulness of the staff 71% 0% 4.03

Use of modern technology 65% 6% 3.83

Technical Training services 48% 16% 3.65

Descriptive scale
15 Poor
Very Poor Average Good Excellent n=106
0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100
Complaints Handling
39% of customers interviewed had ever launched a complain with Kenya Re. out
of these insurance customers had a higher proportion of resolved complains
Launched Complain Was the complaint resolved?
100%

80% YES NO 75%

59% 58%
39% 60% 52%
YES 48%
41% 42%
40%
NO 25%
61%
20%

0%
n=106 Total (41) Suppliers (12*) Tenants (21*) Insurance Companies
(8*)

… tenants recorded a notable proportion of unresolved

complaints

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 Thank you!

17 © 2016 Ipsos.
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