Behavior change communication to encourage the use of agent banking among rural LMI women—Airtel Payments Bank
Behavioral messaging can nudge difficult-to-penetrate segments. However, designing a clear, simple, and powerful ATL communication for the LMI segment is difficult. This video looks at one such initiative by Airtel Payments Bank and how it has affected the awareness level of its target customers.
“Yes I get it. Small deposits do make sense.”: Lessons from a pilot with Airtel Payments Bank on client communication
Airtel Payments Bank had tailored its Bharosa account to suit the small savings needs of its rural clients. However, its agents could not get the required footfall at their outlets due to low client awareness levels. This deck covers a client communication concept we tested to increase product awareness of APB clients.
The CEO of Strategic Impact Advisors, Shelley Spencer, has a candid chat with MSC’s Group Managing Director Graham Wright on the current challenges rural CICO agents grapple with while building customer trust. They discuss the three stages of a typical agent business (start-up, operations, and revenue) in Asia and Africa and the specific support rural CICO agents need across each stage.