Access to Digital Services a Key Driver of Customer Loyalty for Hospitals and Insurance Companies in Kenya

Access to Digital Services a Key Driver of Customer Loyalty for Hospitals and Insurance Companies in Kenya


By Leonida Kombo,

In 2020, healthcare providers and insurers in Kenya were compelled to hasten the execution of their digital service offerings. Findings from the Ajua Quarter 4 Customer Loyalty Industry Report indicate that more healthcare providers are directing their efforts towards improving their digital platforms. Customers in Healthcare reported on some of the efforts by healthcare providers that have enabled them to reduce contact, access online consultation, make cashless payments and much more.

This data is also supported by a recent report done by Ajua in partnership with Carepay which revealed an increasing demand for mobile healthcare services in Kenya. Over 37% of Kenyans currently use mobile platforms to access healthcare. However, over 90% of Kenyan consumers would like to receive more healthcare services through their phones.

Digital adoption in other industries is also causing a ripple effect. The most notable industries being Banking, e-commerce and mobile money providers. These industries have already been establishing efficient mobile services such as mobile wallets. This has caused a notable shift in customers expectations, with more consumers opting for a healthcare provider who offers digitally driven service, particularly among the youth.

Similarly the insurance industry underwent a significant transformation in 2020, the biggest change being the transition from physical to digital services. As a result of the pandemic, consumer trust in the insurance industry declined slightly owing to two main reasons. Firstly, many consumers in the market did not have as much money available to spend. The second is that the insurance sector fell out of favour with the public due to refusal to cover any COVID-19 related complications. The sector is in the process of slowly rebuilding trust with customers.

When insurance customers were asked what they enjoyed most about the service they received from their favorite insurers, they mentioned accessibility of service through online platforms as one of the key drivers for choosing their insurers. NHIF customers were particularly delighted by the introduction of online self service which made it possible to access services quickly and anywhere. One customer shared, “We didn’t have to visit the offices since everything went digital, we pay through MPESA and receive insurance covers through emails.”

To conclude, in order to run an efficient business, healthcare providers need to analyze their customer data. This will not only enable them to establish the low hanging fruits that can be improved upon along their customer journey but also help them to carry out predictive analyses and deliver more personalized service at scale.

Download full report:

About Ajua:

Ajua is Africa’s first Integrated Customer Experience company for businesses on the continent. We exist to bridge the gap between businesses and their customers. Ajua’s technology integrates with businesses at the points that matter most to their customers to measure and optimize their Customer Experience. Our plug and play platform has enabled leading brands of various sizes and industries on the continent to create actionable strategies that drive business growth.

Ajua officially rebranded from mSurvey on July 31st, 2019 to reflect our growth, ambition and African Identity in our corporate brand.


To learn more about Ajua and how to move your business to the next level through Digital Transformation to meet your Integrated Customer Experience objectives, please contact the Marketing team at [email protected] or Leonida Kombo – Communication & Content Manager, Ajua | [email protected] | +254 726 024 751.

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