Digital Evolution of Customer Service In Kenya’s Entertainment Industry

Jacqueline Sagala, Head of Customer Experience & Care Operations at MultiChoice Kenya.
Jacqueline Sagala, Head of Customer Experience & Care Operations at MultiChoice Kenya. [Photo/ Courtesy]

By Jacqueline Sagala

In an era defined by technological advancements, Kenya’s entertainment industry is a shining example of how customer service is undergoing a transformative journey.

As we commemorate Customer Service Week, it’s a fitting moment to recognize the pivotal role that technology is playing in reshaping the landscape of customer service in Kenya and global stage.

Kenya’s entertainment scene has been profoundly influenced by the widespread adoption of smartphones and the availability of high-speed internet. Gone are the days of rigid television schedules and cumbersome cable connections; today, entertainment is on-demand, customized, and just a click away.

By harnessing data-driven insights and innovative solutions, entertainment companies can become beacons of excellence.

Personalization is the hallmark of the digital age. This industry leader stands out by employing advanced algorithms to analyze user preferences and viewing habits, thereby delivering tailored content recommendations that resonate with audiences.

This data-centric approach has not only heightened customer satisfaction but has also led to an impressive 25 per cent increase in user engagement.

Efficient customer support now hinges on swift issue resolution. This industry leader has embraced this reality by introducing AI-powered chatbots, significantly reducing response times by 50 per cent. Kenyan customers now enjoy quicker issue resolution, as evidenced by a notable decline in complaints.

In a nation characterized by varying levels of internet accessibility, entertainment companies need to go the extra mile and ensure that Kenyans from all parts of the country access content with ease.

MultiChoice Kenya, for instance, launched DStv Stream that provides all Kenyans with an opportunity to consume TV content on the go from wherever they are. This ensures that content is available to a much wider audience and aligns seamlessly with Kenya’s broader digital inclusion objectives.  

The remarkable transformation witnessed in Kenya’s entertainment industry is not an isolated phenomenon; it reflects the global shift towards technology-driven customer service.

Data Security and Trust

In an age marked by data breaches, data security and privacy have assumed paramount importance. Entertainment companies have a big obligation to safeguarding customer data by adhering to Kenya’s stringent data protection regulations and implementing robust security measures.

Economic Survey 2023 statistics show that online crimes reported increased by two-fold from 339 million in 2021 to 700 million in 2022. The report also shows that system vulnerabilities increased significantly from 58 million in 2021 to 452 million in 2022, highlighting the pressing need for organizations to prioritize security patching and risk mitigation strategies.

As we celebrate Customer Service Week, we must acknowledge the profound influence of technology in shaping the future of customer service.

Nevertheless, it is vital to bear in mind that technology, while powerful, must be seamlessly integrated with human expertise by providing efficient and empathetic service to its customers.

As Kenya continues its journey into a digitally empowered future, businesses across all sectors should prioritize customer service as a key differentiator.

By harnessing technology to enhance human interactions rather than replace them, we can usher in a new era of customer satisfaction and loyalty. The dynamic interplay between technology and human ingenuity promises a brighter future for customer service in Kenya’s entertainment industry and beyond, where customer experiences will undoubtedly soar to unprecedented heights.

The writer is Head of Customer Experience & Care Operations at MultiChoice Kenya.

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