The branchless banking market in Ghana is promising but has not gained traction as expected. CGAP and Tigo Cash decided to collaborate in order to better understand what’s preventing Ghanaian customers from actively using mobile money.
The pressure and distraction of living in scarcity - constantly having too little and constantly worrying about making day-to-day ends meet - ultimately affects poor people's decision-making abilities. Evidence suggests that this "scarcity" framework has serious implications for financial inclusion, especially regarding the uptake of new products and services.
When things go wrong with consumers' financial services, having a good system for addressing complaints and resolving problems can go a long way towards building long-lasting uptake and usage of financial products.