When it comes to mobile banking and DFS, agents are at the frontline, representing the financial service provider (FSP) to its clients. The agent’s job comes with a degree of independence by design. So how can FSPs monitor clients to ensure they’re receiving consistent and quality service?

At the DFS4Women learning event hosted by UNCDF-MM4P in Uganda, participants had the chance to experiment with a data collection app from Optimetriks. The mobile app enables institutions to inexpensively and efficiently gather data from agents and clients.

“From my experience managing a mobile money service,” says Paul Langlois-Meurinne, Optimetrik’s Co-founder and CEO, “there is a lot of potential deviation between what you’ve planned as a product or service and what happens with the customers. For example, with mobile money, the agent may overcharge for registration when it is supposed to be free. Whenever you engage with agents who distribute your products or services, you need to check that your customers have a consistent experience. Especially when it comes to savings, loans, insurance, and other complex financial transactions, it is key to monitor the information that is given through the agent – either printed or verbally.”

The Optimetriks model is an end-to-end solution, from data collection to visualization. FSPs can, for example, collect data on market sizing, agent compliance, brand compliance, and even conduct mystery shopping exercises. The platform is flexible, and the costs are mostly variable, with small set-up costs and a unit price per interview of $2-4 USD. The interviews are typically short, lasting less than ten minutes. However, they can be quite granular, with the app gathering photos and videos along the way.

“For example, at the DFS4Women learning event, participants analyzed the different attitudes among clients toward product benefits and usage,” said MicroLead’s Jessica Massie. “Especially for FSPs developing or strengthening their agent network, there may be potential with this tool to better understand and monitor how their agent networks are working for both agents and clients.” For more information on the field visit exercises participants conducted, please read the blog post here.

Improving the management of agents has been identified by CGAP and others as a critical responsibility of FSPs engaged in digital finance. Gathering data on how agents actually interact with clients is the first step in improving compliance and creating a standard customer service experience.

About MicroLead

MicroLead is a UNCDF-managed global initiative challenging regulated FSPs to develop and roll-out deposit services which respond to the rural vacuum of services. With the generous support of the Bill & Melinda Gates Foundation, The MasterCard Foundation and the LIFT Fund in Myanmar, MicroLead works with a variety of FSPs and technical service providers to reach rural markets, particularly women, with demand-driven, responsibly priced products offered via alternative delivery channels such as rural agents, mobile phones, roving agents, point of sales devices and group linkages. This is combined with financial education, so customers not only have access but can effectively use quality services.

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