d.light has launched the "d.light Points Program," a customer loyalty program in Kenya, marking the first of its kind in the off-grid solar industry. The program which will expand to other African countries by the end of 2024 aims to benefit over 500,000 customers.
Kenyan Solar Customers to Reap Benefits
In a significant move within the off-grid solar industry, d.light has introduced a customer loyalty program aimed at rewarding its customers in Kenya. This program, named the "d.light Points Program," marks the first of its kind in the off-grid solar space. d.light is known globally for offering transformational household products and affordable finance to low-income households. The solar firm aims to enhance customer experience and retention through this initiative.
The program was officially launched in Kenya on August 20, 2024. By the end of the year, it is expected to extend to other African countries, including Uganda, Tanzania, and Nigeria. This loyalty program is poised to benefit over 500,000 customers by the close of 2024, making it a notable development in sustainable energy access across the continent.
How the Loyalty Program Works
The d.light Points Program is designed to reward customers who make regular payments toward their PayGo products. These payments accumulate points that can be redeemed for various rewards. Customers can use these points to receive discounts on future purchases or to obtain tokens for free days of power. As the program expands to other markets in Africa, d.light plans to introduce additional rewards.
To facilitate the use of the program, d.light provides customers with real-time access to their points and rewards status. This can be done via SMS, USSD messaging, or through the d.light mobile app. Customers have the convenience of redeeming their points either over the phone or by using the app, making the process accessible and straightforward.
The creation of the d.light Points Program followed 12 months of comprehensive customer research. During this period, d.light conducted focus groups, surveys, and one-on-one interviews to gather insights into customer needs and preferences. This extensive research ensured that the loyalty program was designed with the customer in mind, offering rewards that are both practical and meaningful.
Donal Connolly, Director of Credit at d.light emphasized the importance of understanding customer needs in the current economic climate. He noted that many of the countries where d.light operations have faced high inflation, job uncertainty, and income instability, particularly in rural areas impacted by climate change. These factors have made it challenging for households to access and afford reliable energy.
Addressing Economic Pressures
Connolly stated, “Our customers have had a tough time lately. Months of high inflation in many of the countries we operate in, along with job and income uncertainty in climate-impacted rural areas have put pressure on households and communities. This includes being able to access and pay for their energy at home.”
In response to these challenges, d.light designed the loyalty program to offer tangible benefits that could alleviate some of the financial pressures faced by its customers. By earning points through consistent payments, customers can gain credit toward future purchases or enjoy free days of power. This approach not only helps customers save money but also ensures they have continuous access to the energy they need.
The d.light Points Program underscores the company's commitment to putting customers first. Connolly explained, “Our customers come first here at d.light, and we want to help them deal with these pressures and acknowledge their loyalty and support as well. We’ve devised the d.light Points Program for our customers to easily earn points and then redeem them for tailor-made rewards that add value and save them money.”
With this initiative, d.light is setting a new standard in the off-grid solar industry, demonstrating that customer loyalty programs can play a crucial role in making sustainable energy more accessible and affordable. As the program expands, it will likely serve as a model for other companies in the industry. This furthers the mission of providing reliable energy to underserved communities across Africa.