Mark Twain a renown American writer said, “Wrinkles should merely indicate where the smiles have been.” This quote asserts that age is best seen in wrinkles caused by smiles due to the warmth and joy shared with oneself and others over time.

This maxim is indeed true on a personal level and can also be extended to corporate entities. With every corporate anniversary achieved, the best way to reflect and celebrate on the milestones achieved is seen in the wrinkles etched in the hearts and lips of the people who engage with the company as employees as well as customers. Companies that focus on delivering smiles set a series of activities going in the hearts and minds of their people. Some of these include loyalty, repeat business and advocacy. It is interesting how forgiving people become when their best brand suffers a slip up, the people form a loyal army championing for quick resolution and return to normalcy so that they may continue to enjoy their services as they have known. This level of advocacy from the people is often rare, in a market that is teeming with alternatives, however it is not uncommon.

Customer responses given through various company channels including digital platforms provide opportunities to give accounts of the customer experience in a company. These channels are often used to build brands as well as register dismay with the conduct of brands with no reference to a company intermediary. It is in these digital platforms that customers post their ‘smile’ or ‘frown’ experience which then is shared in forums beyond the company’s control.

The Ritz-Carlton Hotel have been globally recognized for offering the best customer service experience across its hotel chain. Herve Humler, the Chairman Emeritus of the Ritz Carlton says, “I believe in the power of recognition and empowerment leading to great employee engagement. And employee engagement is critical to guest engagement. Employee empowerment and recognition is the core of our culture and how we achieve outstanding customer service.”

Staff loyalty encourages employees to do their best work and perform to the highest standards possible. Loyal employees work productively and efficiently to ultimately boost overall business performance reflected in increased sales and profits. With great staff loyalty, the business stands assured of the ability to serve clients to a quality and standard that encourages more business as well as elimination of vices such as; fraud, poor service with employees seeing themselves as company ambassadors in and out of the work setting.

In Kenya, Siginon Group is celebrating 35 years since its inception in 1985. The company which started off as a small clearing and forwarding company has today evolved into a transport and logistics powerhouse offering end to end global logistics and ground handling services. The people factor is visible in Siginon’s success. The company continues to attract new customers yet retain the existing customers who have used their services for 35 years ago! Job Kemboi, the Group Commercial Manager says, “Customer Focus is one of our core values. With our customers, we want to serve them well consistently so that they feel like we are part of them because we are proactively meeting their needs and offering them unmatched services from the next logistics provider. We also want to retain our staff and ensure that as the business grows, they also grow at work as well as personally. We are in the business of making sure that Siginon encounters make people smile.”

The Entrepreneur.com says, high levels of employee motivation and engagement are directly linked to a company’s customer service levels and satisfaction. In addition, firms that focus primarily on consumer needs rather than profits and sales tend to outperform their competitors.

Bottom line, only customer focused companies survive, let the smile wrinkles start with the people in the company so they can offer the same to the customers.

African Business Magazine in its May 2020 issue ranked the top 250 African companies. The listing captured various sectors in a ranking that is often dominated by companies in Media, Banking, Metals & Mining. As expected, companies from Africa’s leading economies of South Africa, Nigeria, Egypt and Morocco took a lead in these rankings with Kenya’s Safaricom leading the Kenyan enterprises at position 10. The time is ripe for more and more African enterprises to tap into the opportunities within Africa and contribute to the continents growth and sharing with the rest of the world Africa’s resilience in spite of the challenges that have challenged our economies, threatened our peace and put to question our political choices.

Nigeria’s Aliko Dangote of Dangote Group said, “To build a successful business, you must start small and dream big. In the journey of entrepreneurship, tenacity of purpose is supreme”. This statement rings true for many of these African enterprises of excellence and gives credence to those that are in the journey of rising amidst the challenges of starting a company in Africa.
Siginon Group is an African enterprise whose cargo handling potential spans across the African continent. Siginon is celebrating 35 Years since its inception in 1985. The transport and logistics company started off as a small clearing & forwarding company in the Port City of Mombasa which soon expanded to acquire 3 trucks and engaged 4 employees. The rest as they say is history, today, Siginon Group has grown to offer a wide spectrum of logistics services with over 200 trucks and engages 500 staff in its operations in Kenya, Uganda and Tanzania handling cargo across the globe. This indigenous Kenyan company prides itself in Powering Trade for their customers’ enterprise to succeed through offering world-class logistics services.

Siginon’ s corporate vision, “To Be A World-Class Logistics Company’ points to a company that is ambitious and endeavours to position itself not only as Africa’s leading logistics player but stretches further to cover the global scene. As African countries continue to be rich in supply of the world’s raw material, logistics companies that are well established, efficient, reliable and well networked within Africa and across the globe are better positioned to meet the growing supply chain demands.

Siginon Group’s humble beginnings tell of a company that started small yet bolstered by big dreams. In 1985, Siginon Group dared to venture into cargo logistics, a sector that was then defined as a multinational playing field. That notwithstanding, Siginon Group positioned itself to successfully compete for the customers hearts, mind and share of wallet with the global logistics ‘big boys.’ In spite of the entrepreneurial challenges faced while setting up, this African company focused on accessing and serving the cargo needs of regional and global markets at a time that many would have thrown in the towel and opted for other ‘safer’ sectors. Siginon’ s focus and determination to succeed has paid off and with it left an indelible mark in the logistics sector by satisfying customer needs as well as keeping tabs on global trends to benchmark and deliver world-class services consistently.

Today, Siginon prides itself in its expertise as a global logistics solutions partner for cargo that needs to be shipped by air, sea, road or rail and providing all the intermediary cargo services such as; warehousing, container freight station, ground handling, customs clearance and distribution. Supported by Kenya’s strategic location in the East Africa region, Siginon has played a major role in regional trade by handling cargo to and from Kenya’s key entry points at the Port of Mombasa and Jomo Kenyatta International Airport (JKIA), Nairobi.
Siginon Group has supported the trade and development of African economies by offering logistics services to support national and regional programs such as; roads and infrastructure projects, delivering humanitarian relief to much needed communities in the region, supporting establishment of key manufacturing plants, aviation, hospitality and supporting government delivery in national projects such as distribution of vaccines, examinations and ballot papers, oil and gas as well as horticultural and tea exports.
Africa’s latent potential is seen in unlocking barriers hindering Intra Africa trade. The launch of the African Continental Free Trade Area (AfCTA) that brings together 55 member states of the African Union covering a market of more than 1.2 billion people, including a growing middle class, and a combined gross domestic product (GDP) of more than US$3.4 trillion. AfCFTA has the potential of boosting intra-African trade by 52.3 percent by eliminating import duties, and doubling trade by reduction of non-tariff barriers. No one knows Africa better than a stable, sound well entrenched African company like Siginon.
All indications are that now is the time for African enterprises to play a role in making the African continent to shine even brighter. The opportunities for trade within Africa are limitless, with enablers of trade such as logistics companies playing a major role in ensuring there is efficient cargo movement from the source to consumer markets in Africa. The sky is the limit.
Let’s encourage and celebrate all African enterprises that weather the storms, stand the test of time to unlock opportunities within Africa’s treasure trove for it is through them that Africa rises.

Players in the essential services sector play a critical role in keeping economies going as the world is engrossed in the COVID-19 battle. Essential services are derived from a broad spectrum of sectors notably, healthcare, transport and logistics, banking, food suppliers, governments, among others. It is therefore safe to say these are the warriors on front-line in the war against the pandemic. These sectors ensure populations have sufficient access to; medical supplies, PPEs, pharmaceuticals, food among others. The logistics sector plays the critical role of ensuring these key supplies are imported and distributed to the destinations in a timely manner and in the requisite state. As such, logistics providers in cargo transportation, warehousing, port, and customs clearance pass the baton to other front-line sectors with much needed supplies through the supply chain.

Unfortunately, the valuable front liners bear a huge brunt of COVID-19 infections arising from the exposure they face in the course of business. In June 2020, Kenya announced that 72 health care workers have tested positive to the COVID-19 virus and it is expected that these numbers will continue to rise. Government officials manning border posts have not been spared and several infections have been registered at key ports of entry in Kenya. Truck drivers are today required to take COVID-19 test every 14 days failure to which, they will not be allowed to move cargo via the Port of Mombasa or key borders posts without a certificate declaring the driver COVID-19 negative. This decision is informed by an appreciation that the truck drivers are amongst the vulnerable groups who risk infection to the virus as they move the cargo along the Northern Corridor to various destinations within the Kenyan borders and beyond.

Save the Children’s report dated 1st June states that “misinformation around how COVID-19 spreads is a concerning barrier to reducing infection rates of the disease. Prejudice against those affected by the virus, including frontline health workers and diaspora communities and their families, is contributing to stigmatisation across sub-Saharan Africa and discouraging people from seeking healthcare if they develop symptoms.” This statement aptly captures the stigmatization that front liners face from the communities due to failure to understand the pandemic prevalence and infection. Truck drivers have shared instances where they have been chased away by communities as they park the trucks for the night. This is due to the community misconception that their very existence in that locality will lead to the spread of the Corona virus in that area. The horrors that drivers face at neighboring borders such as Uganda, Rwanda Sudan paint a bleak picture with drivers being called Corona and shunned from using services in eateries, shops and lodgings. One driver details, “Once you enter the Ugandan border you encounter a really hostile situation. In fact, they rarely talk to us,”

Northern Corridor Transit and Transport Coordination Authority (NCTTCA) whose member states include; Burundi, Democratic Republic of Congo (DRC), Kenya, Rwanda, Uganda and South Sudan address the challenges brought about the COVID-19 pandemic stating, “We understand the difficult situation our Corridor finds itself in and we fully support the national, regional and international measures being taken to flatten the curve for COVID-19 spread. Our top priority in this unsettling time is to ensure continuous supply of essential goods including medicines, fuel, and food is fully facilitated along the Northern Corridor and at the same time limit the spread of COVID-19.”

True to fact, communities continue to enjoy a regular and steady supply of much needed goods for both commercial and domestic use due to the front-line heroes in the logistics industry. Their diligence and hard work despite the COVID-19 threat has allowed most populations to enjoy a fairly normal life in terms of accessing day to day supplies, of course with a few a lifestyle adjustments as prescribed by the respective governments and health bodies to stem the spread of infections.

Let us not lose focus! The common enemy here is the COVID-19 pandemic, not the front liner who is going out on a limb to ensure key products and services are available to us. The front liner bears great risks and surmounts great challenges, sometimes at the cost of their own health and life, to ensure that you and I live a life as normal as it can get in these circumstances. Next time you see a trucker, a health care worker, or any other essential service provider, share a word of encouragement and salute them for the great work and sacrifices they are taking to keep us going.

Do not forget to wear a face mask, sanitize, wash hands with soap and water, observe social distance, avoid unnecessary travel and crowded places.

Players in the Transport and logistics sector continue to keep economies afloat and play a leading role in the global fight against the COVID-19 pandemic. Since its outbreak in January 2020, the virus continues its spread with infections going into millions across the globe.

Various government restrictions have been implemented to control the spread of the virus through lock downs, containments, and curfews among others. However, certain essential sectors of the economy have been allowed to continue their operations – such as the logistics sector- to ensure delivery of much needed shipments such as; food, medical supplies and Personal Protective Equipment (PPEs) to not only to ensure populations are well resourced with key supplies but also support medical practitioners and governments in the war against the COVID-19 virus.

The urgency of keeping the supply chains going Is further underscored by an UNCTAD report titled, “Covid-19: A 10-Point Action Plan To Strengthen International Trade And Transport Facilitation In Times Of Pandemic”. The report asserts that, facilitating trade and the transport of goods has become more important than ever, to avoid logistics obstacles that lead to shortages of necessary supplies. The report details key steps that government and private sector must embrace to keep the flow of trade even in these challenging times. Notable recommendations include; ensuring uninterrupted shipping, keeping ports open, going paperless, facilitating cross border transportation, right of transit among others.

Unfortunately, the cargo transportation sector has been pointed out as a major avenue for the spread of the virus to the masses in the course of business. This is partly attributed to the popularity of the Port of Mombasa as a regional business hub thus attracting over 2000 transporters from various East African nations. To stem the spread of the virus, transporters have been urged to realign the way they conduct their operations to minimize exposure to the virus by their teams and communities while transporting goods.

Due to the risks involved, and seemingly amorphous nature of infections, logistics players have stepped up their game to stem the spread of the virus. Today, frequent sensitization of teams involved in cargo handling is done daily and as passionately as the road safety ‘tool box’ talk prior to embarking on the journey. The message of social distancing is reinforced to trucking teams urgently and repeatedly to encourage the need to observe social distance even as they take breaks along the journey. In rest areas, the trucker’s camaraderie is now enjoyed 1metre apart in cognizance of the risk exposure by lack of personal space. Hi fives, fist bumps and hugs have now been replaced with a modest namaste, waves and other safer acknowledgments to limit direct contact. With government regulations demanding the closure of most overnight accommodation along the highways, in-cabin accommodation, within the truck, is now the preferred option to give truckers some control on their personal environment. Together with route plans and recommended PPES, sanitizers, gloves and masks have now made it to the mandatory trip resources per trucker. Repeated sterilization of the truck and the driver is now akin to a Standard Operating Procedure (SOP) to mitigate the risks arising from the trucking sector being a catalyst in moving the virus alongside the highways. For those going cross border, there is now compulsory COVID-19 testing conducted by the respective governments to ensure they identify and attend to those displaying signs of infection while protecting their populace.

Access to most premises is now more controlled and more rigorous than before. Today, it is not only limited to security screening but also includes compulsory temperature checks, use of sanitizers as well as limited to those wearing protective face masks who are allowed in. Services that were previously offered through direct interaction have now been transferred to email, telephone, and web services where possible. Supporting government arms have also adopted similar approaches moving their services to online platforms as well as resourcing their staff with PPEs where physical interventions must be required.

It is not in doubt that life after the dark COVID-19 tunnel will never be the same again. Each economic sector should interrogate itself to identify areas where they can preempt and protect against the spread of the COVID-19 pandemic, a joint relentless effort will bear fruits even as the challenges seem unsurmountable. It is the World Health Organization (WHO) Operations Support & Logistics Chief Paul Molinaro who aptly summarized that, “We’re sort of sailing the ship while building it at the same time. Right now we have a ship, and there’s a lot of holes in it. But we have a ship.” It’s a new normal.