December 2018

By Dr. Lucy Kiruthu As it appeared in the Daily Nation on December 25th 2018 When I started my first real job, I did not know what to expect. The new role in product research and development required working across many functions. Despite its meagre pay, the role was very demanding. There was every reason to be a miss grumpy. I was very happy mixing up concoctions in the laboratory and putting together reports. Soon, I realized that I had to go out to the market and pre-test the products. I pushed myself to get out of the comfort zone of the laboratory. I did not want to be miss grumpy when interacting with customers. I therefore had no choice but to develop an ability to interact with others. In my search for more information on how best to interact with others, I came across JoAnna Brandi who referred to herself as a happiness coach. Since…

As it appeared in the Daily Nation on December 18th  2018 Dr. Lucy Kiruthu Customers are at the centre of business success. Without them, it is impossible to run any business. Unfortunately, businesses are losing customers every day. When key customers choose to leave, the impact on the business can be colossal.  In some instances, a business can shut down completely because it no longer has customers. Both the good and not so good customers leave for many varied reasons. Often, we are quick to point out that they have simply left to the competition. Though customers have a choice, they can choose not to leave. Here are some avoidable triggers of customer exit and what businesses can do about it. Customers often feel that businesses do not understand them: Do you understand your customers? Do you understand their needs? When customers feel that a business does not really understand them and their needs, they can…

As it appeared in the Daily Nation on December 18th  2018 Dr. Lucy Kiruthu Customers are at the centre of business success. Without them, it is impossible to run any business. Unfortunately, businesses are losing customers every day. When key customers choose to leave, the impact on the business can be colossal.  In some instances, a business can shut down completely because it no longer has customers. Both the good and not so good customers leave for many varied reasons. Often, we are quick to point out that they have simply left to the competition. Though customers have a choice, they can choose not to leave. Here are some avoidable triggers of customer exit and what businesses can do about it. Customers often feel that businesses do not understand them: Do you understand your customers? Do you understand their needs? When customers feel that a business does not really understand them and their needs, they can…

As it appeared in the Daily Nation on December 11th 2018 Dr. Lucy Kiruthu We are fast approaching that time of the year when the bulk of shopping happens. Year in year out, the Christmas season and the start of a new year results to a surge in sales volumes. It is around the same time that many travel across the country to visit and gift family and friends as well as go on vacation. For the majority of Kenyans, January is also the start of a new school year and with it comes the shopping for school supplies. At the same time, some Kenyans will have some extra cash. Some will have received an extra salary and others will have earned a bonus for a job well done. How has your business prepared for this period? Whether you are a retailer, a holiday destination, a transport services provider or any other business that considers December…

As it appeared in the Daily Nation on December 11th 2018 Dr. Lucy Kiruthu We are fast approaching that time of the year when the bulk of shopping happens. Year in year out, the Christmas season and the start of a new year results to a surge in sales volumes. It is around the same time that many travel across the country to visit and gift family and friends as well as go on vacation. For the majority of Kenyans, January is also the start of a new school year and with it comes the shopping for school supplies. At the same time, some Kenyans will have some extra cash. Some will have received an extra salary and others will have earned a bonus for a job well done. How has your business prepared for this period? Whether you are a retailer, a holiday destination, a transport services provider or any other business that considers December…

As it appeared in the Daily Nation on December 4th 2018 Dr. Lucy Kiruthu The Black Friday concept is gaining prominence in Kenya. This year, many retailers and malls have been running Black Friday campaigns. On one hand, Kenya’s largest shopping mall, Two Rivers for example has been running a Black November sale promotion themed “Every day is black Friday”. On the other hand, Jumia.co.ke an online retailer is running a sales campaign themed “Every Friday is a Black Friday”. Is the black Friday concept widely understood in Kenya? Is it possible to run an effective black Friday sale in Kenya? Could it be that there is an opportunity for Kenyan retailers to custom make a national wide Black Friday equivalent? With its origin in the United States, simply stated Black Friday is the Friday following Thanksgiving Day. Thanksgiving Day is celebrated on the fourth Thursday every November. The Thanksgiving Day is a national holiday in…