Designing Customer-Centric Branchless Banking Offerings

McKay, Claudia Vonderohe ; Seltzer, Yanina Ester

World Bank, Washington, DC

关键词: BANKING SERVICES;    BEHAVIORS;    BLOG;    BUSINESS MODEL;    COMMUNICATIONS TECHNOLOGIES;   

RP-ID  :  88165

学科分类：社会科学、人文和艺术（综合）

来源: World Bank Open Knowledge Repository

【 摘 要 】

Branchless banking services have takenon a significant challenge: developing new channels throughwhich to provide financial services to customers who havemostly used only cash before. Understanding the customerexperience is critical, but focus groups and surveys may notbe well-suited to understand customer needs in anenvironment with so many new and unknown dimensions.Intrigued by the success of design research in otherindustries, consultative group to assist the poorest (CGAP)set out to explore how human-centered design (HCD) can beapplied to branchless banking and its unique challenges.