Focusing on Clients: A Satisfaction Survey of ASA Small Loan Members' Groups

This client satisfaction survey gives ASA management a glimpse into the needs and impressions of its current small loan program clients, who are exclusively poor women. The study includes members' groups from all six of Bangladesh's administrative divisions, and represents a range of ASA clients.

The study found that:

• The clients were satisfied with the:
  • Program and found its features more attractive than those provided by competitors;
  • Ability to withdraw savings on demand;
  • Ease with which new loans are disbursed after the previous loan is repaid.
• The clients disliked:
  • Frequent policy and procedural changes;
  • Frequent rotation of loan officers.

The study recommends:

• Meetings and branch offices:
  • Build loan officers' capacity to conduct meetings and select locations effectively;
  • Provide enough space to all branches to enable effective and confidential operations.
• Information and marketing- ASA should:
  • Market its products to existing clients;
  • Train staff to assess client needs and direct them to the proper product;
  • Ensure that both staff and clients understand the conditions under which mandatory savings can be withdrawn;
  • Explain its security fund to clients.
• Research:
  • ASA should study loan usage. Management should design policies and products to suit client needs.
• Introduction of flexibility into existing products:
  • Make products more client centered;
  • Introduce variable terms and repayment schedules into the small loan program.

In conclusion, the author states that by continuing to focus on clients, ASA can maintain its place as a leader in the microfinance market in Bangladesh.