Customer Experience Toolkit - CGAP

CUSTOMER EXPERIENCE TOOLKIT

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Introduction

A large proportion of financial service provider customers do not use their accounts (68 percent of mobile money accounts, for example, lie dormant). At the same time, two billion people around the world remain excluded from the formal financial sector. CGAP believes that a lack of customer focus by financial service providers is a primary cause of these disparities. Financial service providers now have a great opportunity to create value by designing and delivering positive customer experience ? based on a granular understanding of needs, which in turn creates value as customers choose and use their products and services.

Senior stakeholders of large and small financial service providers may appreciate the potential value of the customer-centric business model but often lack the tools to drive transformation. The goal of this toolkit is to fill that gap. While a number of resources on customer experience and customer-centered thinking are available online (and many are cited here), this toolkit is the only one that specifically targets the financial services community with an added focus on unbanked and underbanked customers. We hope it serves as a practical and useful guide, no matter where you are in your journey toward a customer-centric business model or where you sit within your organization.

Design Impact Group ? Base, Rwanda

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RESOURCES

Look for these icons throughout the toolkit. Each indicates more in-depth information on a subject or helpful resources.

Tools

Lead Customer Experience Initiatives

Robust tools to help you integrate and manage customer experience within your organization, including key frameworks, project planners, and design methods.

Perfect for managers looking to create a structure around their work and communicate its value to leadership.

Case Studies

Learn from Other Organizations

Evidence of the value of customer experience from financial service providers who've invested in this approach and its methods.

Useful for managers who want to share what customer experience looks like with teams and organizational leadership.

Experiments

Put Customer Experience into Action Practical exercises that help you get closer to your customers and make customer experience a core competency. Experiments can be done in as little as one or two hours.

Ideal for managers and project teams who want to immerse themselves in customer experience or accelerate their work.

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References

Build Your Customer Experience Knowledge Base

A curated set of research and reference materials to build your internal knowledge base and increase the impact of customer experience within your organization.

Valuable for advanced practitioners or those who want to dive deeper into a particular area of customer experience.

TABLE OF CONTENTS

1. Making the Case

? What is customer experience and how can it transform employees into problem solvers? ? What are the benefits of providing positive customer experience? ? Who benefits from customer experience? ? How have other organizations benefitted from a focus on customer experience? ? How can a customer experience focus build trust and empower low-income customers? ? What business challenges can customer experience help solve? ? How have other organizations used customer experience to address challenges? ? How is a customer experience focus different?

2. Starting with Your Customers

? What's the approach for acting on customer experience opportunities? ? Why does a customer experience approach build a culture of empathy? ? What's the best way to dive into customer experience research? ? How can design help deliver great customer experience? ? Which customers should you target? ? How should you approach research with low-income customers? ? How can you understand the needs of your target customers? ? How can you identify the best opportunities to address customer needs?

3. Planning and Taking Action

? How can you define and prioritize promising business opportunities? ? How do you operationalize customer experience? ? How do you prototype for customer experience? ? How do you get your team to rapidly test ideas?

4. Making It Work

? What type of team do you need to be successful? ? How do you ensure that your team works effectively? ? How do you adopt a customer experience culture? ? How do you generate support from other parts of your organization?

5. Sharing the Results

? How do you collect feedback and share results to motivate adoption of customer experience? ? How can you showcase the impact of customer experience in your organization?

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"We are looking at life stages to widen the definition of [customer] experience, because the customer is looking and shopping only when their need arises..." Aveesha Singh, Absa Bank, Kenya

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Continuum ? Nairobi, Kenya 7

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MAKING THE CASE

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In this chapter you'll learn the basics and benefits of customer experience for your organization, the low-income populations whose loyalty it aims to gain, and how customer experience differs from other approaches. This orienting chapter helps define business challenges and formulates productive questions from a customer-focused perspective.

You'll learn how employees at Absa Bank and miMoni found value in customer experience at their organizations, and you'll be given tools to make the business case for your own. Finally, you'll be introduced to hands-on experiments that help catalyze a culture and approach that places customers at the center of your work.

In this chapter, we'll cover the following questions: ? What is customer experience and

how can it transform employees into problem solvers? ? What are the benefits of providing positive customer experience? ? Who benefits from customer experience? ? How have other organizations benefitted from a focus on customer experience? ? How can a customer experience focus build trust and empower lowincome customers? ? What business challenges can customer experience help solve? ? How have other organizations used customer experience to address challenges? ? How is a customer experience focus different?

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