Paper

Customer Service: Why it is Important for MFIs

Why should MFIs offer good customer services?

This paper explores the necessity of providing excellent customer service for MFIs and describes MicroSave's approach to customer service. The paper points out that market-led MFIs should offer good customer service to:

  • Keep customers;
  • Build word-of-mouth business;
  • Overcome competitive disadvantages;
  • Work more efficiently.

The paper states that customer service may depend on a wide range of variables, including:

  • Culture of customer service;
  • Product/service range including the additional services such as customer rewards and incentives;
  • Customer knowledge to anticipate and meet customers' needs and expectations;
  • Efficient, effective, responsive and reliable delivery systems;
  • Service delivery environment in terms of the location, opening hours, and the atmosphere;
  • Technology;
  • Employee relationship management and staff incentive schemes.

Finally, the paper highlights MicroSave's approach to customer service that uses a variety of market research tools to examine the perceptions and priorities of the clients and staff, as well as a comprehensive diagnostic and analysis tool built around the "8Ps" of marketing: Product, Price, Place, Promotion, People, Process, Physical evidence and Position.

About this Publication

By Wright, G.A.N., Cracknell, D., Parrott, L.
Published