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Using Survey Results to Inform Campaign Strategy in Kenya.

August 16, 2025

written by Maingi

Using Survey Results to Inform Campaign Strategy in Kenya.

Kenya is a mobile-first market. If you want real customer insight at scale, you have to meet people where they already are—on SMS and chat. SMSLeopard Surveys (via SMS and ChatSasa) make it effortless to ask, learn, and adapt your campaigns in days—not months—so you spend less, convert more, and keep customers longer.

Below is a complete playbook for designing surveys, analyzing results, and turning insight into better-performing campaigns across industries in Kenya.

1) Why survey through SMS & chat?

  • Mass reach, instant responses: Works on any phone—no data needed.

  • High completion: Short, tap-friendly flows beat long web forms.

  • Targeted & local: Segment by county, language, product, or behavior.

  • Actionable: Pipe results straight into segments, automations, and dashboards.

Outcome: You don’t just collect data—you change who you talk to, what you say, and when you say it.

2) Survey types that drive better campaigns

Use the right question for the outcome you want:

  • CSAT (Satisfaction): “How satisfied were you with today’s service? Reply 1–5.” Use to: refine onboarding journeys, tweak support scripts, time follow-ups.

  • NPS (Loyalty/Referrals): “How likely are you to recommend us? 0–10.” Use to: trigger referral offers to promoters; rescue flows for detractors.

  • CES (Ease of Use): “It was easy to complete my task. Agree? 1–5.” Use to: simplify flows that cause drop-offs (KYC, checkout, bill pay).

  • Feature Interest / Offer Fit: “Which matters most? 1) Price 2) Speed 3) Quality 4) Support.” Use to: tailor promos and product bundles by segment.

  • Post-campaign feedback: “Did this offer meet your needs? YES/NO.” Use to: refine messaging and eligibility for the next push.

  • Open-text (short): “One thing we can improve?” Use to: harvest copy and product ideas in customers’ own words.

3) Designing surveys in SMSLeopard

Keep it short. 2–5 questions deliver the best completion. Make it tappable. Use 1–5 scales, YES/NO, 1/2/3 reply options. Localize. Offer Kiswahili (and vernacular where relevant) alongside English. Disclose purpose. Tell users how you’ll use their input and how long it takes. Reward wisely. Small incentives (discount, airtime, early access) boost response—use sparingly to avoid bias.

Example (4-step CSAT flow):

  1. “Habari {FirstName}! How satisfied were you with your delivery today? Reply 1 (Poor) – 5 (Excellent).”

  2. If 1–3: “Pole! What went wrong? 1) Late 2) Damaged 3) Wrong item 4) Other.”

  3. If 4: Collect short text (≤120 chars).

  4. “Asante! We’ll fix this. Get 10% off your next order: CODE: ASANTE10.”

4) Targeting & sampling for Kenyan audiences

  • Segment first: County/region, language, product tier, tenure, last action (clicked, purchased, churn-risk).

  • Sample smart: Use a statistically meaningful subset, then roll out if findings hold.

  • Respect timing: Early morning, lunch, early evening work best; avoid prayer/quiet hours and exam times (for education audiences).

  • Cadence control: Don’t over-survey; tie surveys to key lifecycle moments (post-purchase, after support, before renewal).

5) From results to campaigns: the closed-loop engine

SMSLeopard turns raw survey data into actionable segments and automations:

  1. Score & tag automatically

    • CSAT ≤3 → “Rescue Needed” tag

    • NPS ≥9 → “Promoter” tag

    • Interest = “Price” → “Deal-First” segment

  2. Trigger flows

    • Rescue: Priority support + apology voucher

    • Promoter: Referral CTA with trackable code

    • Deal-First: Limited-time price-led offers

  3. Personalize

    • Use {FirstName}, {Branch}, {County}

    • Switch language automatically based on profile

  4. Measure

    • Link shortener + UTM tags capture clicks and conversions

    • Compare uplift in CTR, conversion, and reactivation vs. control groups

6) Industry playbooks (Kenya-specific)

Retail & E-commerce

  • Survey: “What stopped you from checking out? 1) Price 2) Delivery 3) Payment 4) Other.”

  • Action:

    • Price → timed voucher SMS

    • Delivery → show pickup/express options in ChatSasa

    • Payment → M-Pesa explainer + one-click pay link

  • Metric: Cart recovery rate, voucher ROI.

Financial Services (SACCOs, MFIs, Banks)

  • Survey: “Which loan factor matters most? 1) Rate 2) Speed 3) Limits 4) Repayment terms.”

  • Action:

    • Speed → “24-hr approval” drip

    • Limits → higher-limit product upsell

    • Repayment → education series + calculators

  • Metric: Application completion, approval-to-disbursement time.

Healthcare & Pharmacies

  • Survey: “How satisfied with your consultation/refill? 1–5.”

  • Action:

    • Low scores → clinician follow-up + reschedule link

    • High scores → vaccine/clinic reminders + loyalty points

  • Metric: Revisit rate, refill adherence.

Education (Schools, Universities, EdTech)

  • Survey: “What do you need help with? 1) Fees 2) Timetable 3) Results 4) Transport.”

  • Action:

    • Fees → payment plan reminders

    • Timetable/Results → automated ChatSasa info flows

  • Metric: On-time fee payment, attendance.

Logistics & Delivery

  • Survey: “Rate today’s delivery 1–5.” If ≤3 → “Reason? 1) Late 2) Location 3) Damaged 4) Other.”

  • Action: Driver coaching + proactive ETA SMS next time; VIP updates for frequent buyers.

  • Metric: On-time rate, repeat orders.

7) Analytics: turning responses into ROI

Track the metrics that matter inside SMSLeopard:

  • Response rate & completion (by segment, language, time).

  • Sentiment & themes (CSAT/NPS bands, top reasons).

  • Downstream impact (CTR, conversion, repeat purchase, reactivation).

  • Cohort comparisons (survey responders vs. non-responders).

  • Attribution with UTM links + built-in shortener.

Pro tip: Always keep a control group (no survey-triggered treatment) to quantify the true lift.

8) Compliance & trust (Kenya Data Protection Act)

  • Gain explicit consent and provide an opt-out (“Reply STOP”).

  • Store consent logs and respect DND lists.

  • Collect only useful data; secure it; define retention periods.

  • Use clear sender IDs and transparent purposes.

SMSLeopard streamlines opt-outs, consent capture, DND filtering, and sender ID compliance so teams can move fast without risk.

9) Example end-to-end workflow

  1. Send a post-purchase CSAT (1–5).

  2. If 1–3, open a support ticket + apology voucher; if 4–5, send referral CTA.

  3. Tag segments automatically (“Rescue,” “Promoter”).

  4. Launch two tailored drips (rescue vs. referral).

  5. Track CTR, conversions, repeat purchase with UTM tags.

  6. Review weekly; scale what works; retire what doesn’t.

10) Quick-start checklist

  • Define one decision you’ll make from the survey (e.g., change offer, fix onboarding).

  • Keep to 2–5 questions, mostly numeric choices.

  • Launch to a test segment; compare against a control group.

  • Pipe tags into automations (rescue, upsell, referral, education).

  • Track uplift (CTR, conversion, reactivation, NPS).

  • Iterate monthly; retire underperforming questions.

Why SMSLeopard is your best survey partner

  • Kenya-optimized delivery on Safaricom, Airtel, Telkom.

  • SMS + ChatSasa surveys in one dashboard.

  • Segmentation & personalization by region, language, behavior.

  • Automation & triggers to act on results instantly.

  • Built-in analytics with link shortener and UTM-ready reporting.

  • Compliance-ready with opt-out and DND filtering.

Turn feedback into growth. Start gathering insights and improving campaigns today with SMSLeopard Surveys. Visit www.smsleopard.com

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