To develop a deeper and organizational level of understanding customers, a cross-functional team at Janalakshmi, a microfinance institution in India serving over a million customers in urban areas, applied a design thinking process facilitated by innovation consultants.This brochure describes the process and the tool used to create customer profiles.
Financial service providers have traditionally categorized low-income customers into a single market segment. The CGAP Customer Segmentation Toolkit is designed to help FSPs identify subsets of customers that have common needs, interests, and priorities – then design and implement targeted strategies.
Financial services providers for low-income customers typically believe that their business case is based on expanding the number of accounts or the number of transactions made by these customers. This is only part of the equation to business success.
Most studies of microfinance programs in Bangladesh indicate that the poor, and especially poor women, have been effectively targeted, and that microfinance programs have been successful in opening up economic opportunities for their clients, increasing access to resources and contributing to their confidence and well-being.
Understanding client exit and nonparticipation can shed important light on the financial service preferences of clients and help programs learn about the limitations of their existing products and mechanisms. Such lessons can drive the development of innovative, demand-driven microfinance products and systems, benefiting both the institution and the clients.
As existing and trusted institutions with large branch networks reaching rural areas, Arab postal networks have the potential to be powerful tools in the fight for greater financial inclusion in the Arab World.