Kenyan Businesses Make These CVP Mistakes, Says Marketing Expert

Kenyan Businesses Need to Understand Their Customers: Expert Interview Nairobi, Kenya – May 27, 2025 – In a recent interview on TV47's Morning Cafe, marketing expert Dr. Stanley Karanja highlighted critical mistakes Kenyan businesses frequently make when crafting their customer value propositions (CVPs). He emphasized the crucial need for businesses to thoroughly understand their customer base and communicate value effectively. "People start businesses without thinking about their customers, they don't see the value they're seeking to give to the customer," Dr. Karanja stated. He stressed the importance of communication, saying, "Even communication is very important." He explained that understanding the customer is the biggest disconnect many businesses face. Dr. Karanja also discussed the evolution of technology and how it has changed customer engagement. He contrasted the older methods with the current use of smartphones and advanced technology, showing how companies are now engaging with customers in new ways. The interview provided valuable insights into the importance of research and tracking customer needs for long-term growth. The interview concludes with Dr. Karanja's advice to Kenyan businesses to focus on understanding both the consumer and the shopper, and to continuously track trends and performance to ensure the delivery of real value to the customer.