d.light has launched the “d.light Points Program” in Kenya, a customer loyalty initiative that marks a first for the off-grid solar industry. The program, set to expand to other African countries by the end of 2024, is expected to benefit over 500,000 customers.
Kenyan Solar Customers to Reap Benefits
In a significant move for the off-grid solar industry, d.light has introduced a customer loyalty program to reward its customers in Kenya. Globally known for providing transformational household products and affordable finance to low-income households, d.light launched this initiative to enhance customer experience and retention.
The program, which officially launched in Kenya on August 20, 2024, is expected to extend to other African countries—including Uganda, Tanzania, and Nigeria—by year’s end. This expansion is set to benefit over 500,000 customers by the close of 2024, marking a notable development in sustainable energy access across the continent.
How the Loyalty Program Works
The d.light Points Program rewards customers for making regular payments toward their PayGo products. These payments accumulate points that can be redeemed for rewards such as discounts on future purchases or tokens for free days of power, with additional rewards planned as the program expands across Africa.
To facilitate this, d.light gives customers real-time access to their points and rewards status via SMS, USSD messaging, or the d.light mobile app. This helps users understand their balance and how to redeem d.light points conveniently over the phone or through the app, making the process both accessible and straightforward.
The program’s creation followed 12 months of comprehensive customer research, during which d.light conducted focus groups, surveys, and one-on-one interviews to understand customer needs. This extensive research ensured 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 this customer-centric approach in the current economic climate. He noted that many countries where d.light operates have faced high inflation, job uncertainty, and income instability—particularly in rural areas impacted by climate change—making 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.”
To address these challenges, d.light designed the loyalty program to offer tangible benefits that alleviate some of the financial pressures its customers face. 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 its customers first. As 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 how 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, furthering the mission to provide reliable energy to underserved communities across Africa.
