Designing Customer-Centric Branchless Banking Offerings
Branchless banking services have taken on a significant challenge: developing new channels through which to provide financial services to customers who have mostly used only cash before. Understanding the customer experience is critical, but focus...
| Main Authors: | , |
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| Format: | Brief |
| Language: | English en_US |
| Published: |
World Bank, Washington, DC
2014
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| Subjects: | |
| Online Access: | http://documents.worldbank.org/curated/en/2013/12/19539085/designing-customer-centric-branchless-banking-offerings http://hdl.handle.net/10986/18417 |
| Summary: | Branchless banking services have taken
on a significant challenge: developing new channels through
which to provide financial services to customers who have
mostly used only cash before. Understanding the customer
experience is critical, but focus groups and surveys may not
be well-suited to understand customer needs in an
environment with so many new and unknown dimensions.
Intrigued by the success of design research in other
industries, consultative group to assist the poorest (CGAP)
set out to explore how human-centered design (HCD) can be
applied to branchless banking and its unique challenges. |
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