Managing Channel Satisfaction in Agent Banking
This Briefing Note: 110 describes the Channel Satisfaction Measurement and Management (CSM) tool and explains how it can help to understand agents’ perspective in mobile-banking (m-banking).
Many agent network managers (ANMs) report difficulty in selecting, training and retaining agents who provide the front-end for m-banking customers. ANMs need regular feedback from the frontline about the preferences and satisfaction of their clients and their channels. MicroSave devised CSM in order to assess client and agent feedback on areas such as product, marketing, processes, agent and customer service. Agents will either move onto other business opportunities or lose interest if the ANM does not provide them with adequate support and a real business opportunity. CSM helps ANMs to modify their business strategy, if needed. CSMs should get agent perspectives on:
- Attractiveness of the product;
- Adequacy and appropriateness of commission;
- Maximizing efficiency and minimising risk in the process;
- Effectiveness and relevance of training;
- Operational support;
- Effectiveness of marketing;
- Timeliness and accuracy of communication.
CSM is a qualitative tool to collect information from agents and clients. It helps to understand the agents’ perspectives on products and client take-up and thus, optimise on-the-ground reality.
