As we move into the digital age of commerce, there is less physical interaction between commercial establishments and their clients as more businesses move their operations to ecommerce platforms. This digital revolution has presented a new challenge as companies are often unable to gather real-time feedback from their customers regarding how they really feel about their products. By the same token, customers are forced to accept unsatisfactory products and services simply because they haven’t been provided with a channel through which they could relay their feedback. As a direct result of this disconnect, companies find themselves struggling to develop products that are perfectly catered to the prevailing market needs.

As we slowly advance into this new digital age, the ability of organizations to quickly gather market insights and collect customer feedback will become a huge determining factor for longterm commercial success. To do this efficiently, businesses need to equip themselves with innovative digital tools that allow them to instantly advertise new product offerings, identify unmet customer needs, and conduct research on evolving consumer trends and preferences.

Current statistics show that over 50% of Kenyans have access to mobile phones through which they are able to instantly access cellular networks and internet-based messaging platforms. This high mobile phone usage numbers are a clear indication that cellular networks can be harnessed by organizations as a direct link to their clients.