Top 25 Most Customer-Centric Brands Impacting Lives in 2024

The corporation’s customer-centric ethos is embodied in an unyielding commitment to quality, articulated through a precision-aligned quality policy and objectives.

#21

CROWN PAINTS

Over the years, Crown Paints PLC has been driven by customer focus. The paint manufacturer recognises the importance of meeting customer expectations and by understanding their requirements. Crown Paints has invested in comprehensive market research and data analysis to gain deep insights into customer needs, preferences and behaviours. This has facilitated a better understanding of the customer, enabling the company to address pain points more effectively and provide superior service and solutions.

The firm goes the extra mile by offering both technical and entrepreneurial skills in painting through the launch of a loyalty program called ‘Team Kubwa’. This initiative aims at empowering both women and youth while enhancing sustainability.

Partnerships with organisations such as the Board of Registration of Architects and Quantity Surveyors (BORAQs), the Kenya Association of Building & Civil Engineering Contractors (KABCEC) and the Architectural Association of Kenya (AAK) are integral to the firm’s initiatives aimed at empowering its customers.

The utilisation of customer data to create personalised experiences and offer recommendations that resonate with each customer on a personal level further underscores Crown Paints’ commitment to enhancing customer satisfaction.

Market dynamics have influenced the firm to personalise its products and services. Recognising that paint is a lifestyle, the brand offers a diverse range of painting and coating solutions, including decorative, road marking, industrial, and automotive paints, to meet market demands. Crown Paints tailors its products while ensuring adherence to world-class manufacturing standards. Moreover, communication with customers is designed to meet individual needs and preferences through the ‘You Deserve a Crown’ campaign, showcasing the firm’s top seven products with tailored communication for each target audience.

The firm’s innovation journey is guided by feedback mechanisms. Crown Paints has consistently established channels for collecting feedback from customers, including surveys, reviews, and social media platforms. This diverse approach ensures that many customers are covered. Actively listening to customer feedback and promptly addressing their concerns, along with utilising insights, aids in improving product offerings, services, and the overall customer experience.

Establishment of an omnichannel presence is essential to ensure a seamless and consistent experience across all customer touchpoints. This includes modern Crown Showrooms such as the state-of-the-art Crown Showroom at Mustek Building in Parklands, dealer showrooms across the country, depots in key regions, websites, social media, and customer service channels. The integration of these channels provides customers with a unified experience and facilitates easy navigation between them, which has been a winning strategy for the firm.

Empowering and engaging employees on a regular basis is another area where the firm excels. Recognising that employees are the first ambassadors of an organisation, Crown Paints prioritises their empowerment. Every individual at Crown Paints is thoroughly empowered to prioritise customer satisfaction and deliver exceptional service. Frontline staff, who are often the first point of contact for walk-in customers, undergo comprehensive training to engage customers in a well-informed manner. They are encouraged to build relationships and proactively address customer needs. Furthermore, the firm fosters a customer-centric culture throughout the organisation by aligning values, goals, and incentives with customer satisfaction metrics.

Moreover, Crown Paints has doubled its efforts by recently launching the Crown IT Business School in partnership with Peak Performance International for partners. This initiative aims to empower partners and support their business growth.

All these initiatives can be achieved when there is total transparency and trust with customers. As an organisation whose core values include transparency, integrity, and ownership, Crown Paints understands the importance of these principles in its dealings with customers regarding products, pricing, policies, and practices. Over the years, the firm has built trust by consistently delivering on promises, providing accurate information, and openly addressing customer concerns or issues with the aim of finding solutions.

As the firm seeks further market growth, continuous improvement of products and services through innovation and enhancement based on customer feedback and evolving market trends is the strategy being employed. The research and development team regularly reviews and refines products based on market needs and demand. This strategic approach has enabled Crown Paints to maintain its market leadership position.

Crown Paints recently won the prestigious Eco-Conscious Manufacturing Excellence Award for the year 2023-2024 at the ESG Awards 2024. These awards serve as a platform for the public to vote for companies that are making significant strides in promoting sustainability and responsible business practices.

Corporate social programs that impact communities, such as the Kibos School for the partially blind in Kisumu, Kwanjora School, Mile 46 in Kajiado, and Iftar Contributions, are among the initiatives that drive the firm’s human face, touching people’s lives in a more transformative way.

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Dr. Hanningtone Gaya

Dr. Hanningtone Gaya

Kenya’s Dr Hanningtone Gaya, holds a PhD in Commerce in Business Management from Nelson Mandela University (NMU), is viewed as an authority in country branding and is the founder chairman of the Brand Kenya Board.

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