Safaricom is Kenya’s leading telecommunications company. The firm delivers a range of solutions touching on voice, data, home internet, financial services and agribusiness. Until 2017, Safaricom had primarily relied on external agencies and partners to provide digital tracking and social listening for the $10 billion company.
By definition, digital tracking is a broad term used to explain the diverse needs of stakeholders within the Safaricom ecosystem. Previously, stakeholders would write briefs and engage third-party firms to analyse and deliver reports on various research questions.
Crimson Hexagon is a leading social listening platform that merged with rival Brandwatch in November of 2018. The result of this is Brandwatch Consumer Research. A robust and competitive platform to answer market research questions at scale.
The four critical areas of the platform are:
In 2018 and 2019, Safaricom PLC engaged Nendo as its Digital Tracking agency. This role sees Nendo serve the telecoms firm in two core ways.
Nendo formed a partnership with leading global social listening platform Brandwatch (which merged with Crimson Hexagon in November 2018). Crimson Hexagon was the preferred platform of choice for Safaricom. Nendo, as a regional partner, secured a 2-year license of the tool and provided this to Safaricom PLC.
This remit includes providing support to over 50 champions of Crimson Hexagon within different departments in the business. Nendo has provided training, ongoing support and customer success services to them.
Nendo’s role was to devolve the ability to generate insights from one department briefing a third-party agency, to creating internal champions capable of serving their business units, departments and teams. Since Nendo began, it has held over ten training sessions with over 100 staff across Safaricom’s major offices.
Nendo secured a license with unlimited users to ensure that all members of staff who want view-only access or are prepared to be trained for editing and full access are capable of self-serving on Crimson Hexagon. They can seek support from Nendo directly, or through the Crimson Hexagon champion closest to them.
In addition to providing the Crimson Hexagon software license to the business, Nendo is retained as Digital Tracking Agency to deliver specialised services for leadership and teams within Safaricom’s business. These reports, created using Safaricom’s business template, are presented and utilised across senior leadership, management and staff levels for decision making.
Nendo provides the following range of reports:
Nendo’s social listening, data, and insights team are capable of solving a range of challenges. The team frequently deploys and learns different technology platforms to achieve client goals. Nendo excels at its intimate understanding of keywords, local slang and insights into how Africans communicate online.
Nendo also prides itself on translating asks of different stakeholders from operations, commercial, marketing, sales, and customer experience into briefs that can be solved with public data. Overall, Nendo brings experience analysing millions of online updates from across Africa to the brands that it works with.
Proficiency in Crimson Hexagon and Brandwatch Consumer Research means that the speed of execution is high. Nendo is flexible enough to deploy existing client tools, including providing support, training and customer success internally to stakeholders. Due to the demand for offline analysis of raw data, Nendo also has internal intellectual property of Python and R programming language libraries that are used for data analysis. Nendo has experience in Tableau and other data visualisation techniques to ensure that the insights can be consumed visually as well as in their raw form.
For a demonstration of Brandwatch, kindly email firstname.lastname@example.org to assess the fit for your team. For a consultation on social listening, data analysis and digital customer insights, email email@example.com for a complimentary 15-minute call to map and understand your needs.
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