Putting Agents to Use: Insights From a Multicountry Research on Customer’s Usage of CICO Agents

Nearly 48 percent of customers in Bangladesh, India, and Kenya have stopped using cash-in and cash-out (CICO) agents, with around 20 percent shifting to alternatives like ATMs and mobile apps. MSC’s multi-country research on customer journeys with CICO agents reveals that convenience—driven by accessibility and seamless user experience—and trust, anchored in customer perceptions about the agent, are crucial for retaining customers.

CICO agents have revolutionized financial access in underserved regions, but their role and quality of services need to evolve. This report shares strategies for enhancing customer retention among CICO agents.