Digital Innovations and Customer Experience at Shirika Sacco, Kenya

Abstract

Digital innovation is a concept associated with the process of application of digital technology to create new products, services, or business models to improve better value to customers, improve operational efficiency, and drive growth for Companies. This study aimed to investigate the linkage between digital innovations and customer experience at Shirika Sacco, Kenya. Through a case study design, the research explored how digital tools and strategies influence the customer experience within Shirika Sacco. Data was gathered using semi-structured in-depth interviews from ten respondents, comprising five senior-level managers and five middle-level managers within different departments in Shirika Sacco, Kenya. Utilizing a content analysis approach, the study examined the qualitative data collected from the interviews. The research incorporated the Technology Acceptance Model (TAM), social presence theory, and customer journey mapping theory as analytical theoretical frameworks to understand the impact of digital innovations on customer experience. These theoretical lenses provided a comprehensive perspective on how digital innovations, such as digital tools, social media platforms, remote working practices, mobile banking, and live chat systems, influence the interactions and perceptions of customers within the Sacco. The findings confirmed that digital innovations promote customer experience through streamlining operations, enhancing convenience, and fostering a more personalized and engaging environment for members. The study recommends the need for adoption of digital platforms among Saccos in Kenya to promote their customer experience as well as to build their brand loyalty, customer interactions and build lasting relationships