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SAFARICOM PLC
The Safaricom PLC Board under the maverick lawyer turned savvy businessman Adil Arshed Khawaja, MGH, has approved a new vision to guide the firm until 2030: positioning Safaricom to be Africa’s leading purpose-led technology company, with the Board’s business sustainability continuing to be guided by Safaricom’s four purpose pillars: Shared Value, Our Planet, Responsible Business, and Our People.
To ensure the continued obsession with customer centricity, both for the consumers and the other stakeholders, Safaricom PLC is also shifting from a linear model of production and consumption to a circular economy approach, prioritising reduction, preservation, and regeneration, according to a statement released by Chairman Adil Khawaja, during the launch of the 2024 Sustainable Business Report.
In essence, Safaricom has spent a quarter of a century transforming lives, businesses, and communities; and the journey is far from over. From day one, Safaricom PLC did not just want to be a provider of phone calls and internet; it aimed to transform how Kenyans and Africans connect, transact, and even live. Through purpose-led technology, Safaricom PLC is reshaping the very fabric of society – and it continues to lead this change with every move it makes.
Under the visionary leadership of Managing Director, Dr. Peter Ndegwa, EBS, Safaricom PLC’s new vision is more than a lofty statement. It is a bold roadmap that promises to bridge digital divides, create opportunities, and most importantly, continue to innovate with the customer at the core. The new vision underscores everything the telco does, whether it’s pioneering mobile money, offering affordable mobile solutions, or spearheading business sustainability in the tech space. Everything ties back to the same purpose: transforming lives, connecting people to people, people to opportunities, and people to information, quoting verbatim from the 2024 Sustainable Business Report.
According to Dr. Ndegwa, the new vision represents a transition that is to enable Safaricom PLC to tap into new opportunities and meet the evolving needs of its customers, while continuing to contribute to social and environmental sustainability, with one goal in mind: customer obsession.
For Safaricom PLC, this transformation is about listening deeply to customer needs and responding with tailored, high-quality solutions that evolve as the market shifts. It is about anticipating customer demands. This proactive approach is clear in the success of products like Bonga Points, a loyalty program that rewards customers for their engagement with Safaricom PLC’s services. Another example is Safaricom PLCs Home Fibre service, which addresses the growing demand for fast, reliable internet in Kenyan households, ensuring that customers stay connected and productive in this increasingly digital world.
The customer-first mentality goes hand in hand with an unwavering commitment to affordable, accessible services. In 2024, Safaricom PLC’s pricing strategy saw a 40 to 60 percent reduction in the cost of its services, putting more control back in the hands of the people. It is no surprise then that they remain the #1 Net Promoter Score (NPS) leader, which is a direct testament to the brand loyalty it has built by staying focused on creating real value for the customer.
Customer experience is another area where Safaricom PLC shines bright. Through innovative solutions like Zuri, the telco’s AI-driven chatbot, Safaricom PLC is transforming the way customers interact with technology. Whether it is getting customer support, resolving issues, or making transactions, the firm has ensured that digital engagement is seamless and effortless. The MySafaricom app is another prime example of the brand’s commitment to convenience and access, enabling users to manage their accounts and services in just a few taps.
This commitment to exceptional service earned Safaricom PLC the 2025 Top Employer certification for the fourth year running, not only in Kenya but across Africa. This recognition is not just about great employee perks, it’s about creating a culture where everyone, from employees to customers, feels valued. Dr. Ndegwa attributes this award to the company’s strong employer brand, built over years of cultivating an agile, inclusive environment. Safaricom PLC does not just invest in technology – it invests in its people, ensuring that the team behind the brand is equipped to deliver extraordinary experiences for customers, day in and day out: in a nutshell, building a customer-centric and purpose-led business, with the focus remaining on what matters most, the customers.
As Safaricom PLC celebrates 25 years of progress, it remains clear that customer centricity defines its business strategy. The company has spent the last quarter-century redefining what it means to be a customer-first business in the tech industry. Looking forward to 2030, Safaricom is setting its sights on leading the way in purpose-led technology across Africa, ensuring that every service, every solution, and every interaction is designed to transform lives.
It is a bold, exciting future, one that Safaricom PLC is well-positioned to lead, guided by its steadfast commitment to delivering real value to the customers. Looking ahead, Safaricom PLC is committed to achieving Net-Zero emissions by 2050. In the meantime, the Safaricom Foundation – alongside its sibling, the M-PESA Foundation – continues to make a positive impact on over 8 million people through its focus on health, education, and economic empowerment.
