When CRISIL Foundation first designed a program aimed at building the financial capability of low-income women in India, they made a few assumptions about what would work. This led to the creation of six hours of animation-based audio-visual content that, frankly, didn’t work.
Maya Vengurlekar, CRISIL Foundation's COO, shared her story at the inaugural CGAP Leadership Series on Customer Centricity event in New Delhi, India. She encouraged financial service providers and others who work with low-income customers to learn from her experience. CRISIL Foundation stepped back from its original model, invested in researching what would work, and field tested those ideas before proceeding.
“The moment you’ve put your focus on the impact that you are creating, your entire process gets designed to maximize that impact,” she said, “and that’s how you become customer-centric.”
Camera: Ravi Lekhi, Yogesh Aggarwal
Editing: Yogesh Aggarwal