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View, download, or print our full collection of learning resources – everything you see in the Customer-Centric Guide in one convenient place, plus outside resources, too.

  • Complete guides for specific business challenges + goals

  • Real-world experience + lessons learned

  • How-to exercises + practical tools for a quick win

  • In-depth wisdom from CGAP + other organizations

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136 Resources showing

Evaluate your Organization’s Customer-Centric Capabilities

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Change Management Toolkit | CGAP

Toolkits | PDF, 152 Pages
Tools that empower your organization to shift toward customer centricity and deliver value to all stakeholders – especially customers.

Voice of the Customer Toolkit | CGAP

Toolkits | PDF, 60 Pages
Guidance for listening to the voice of your customers (VoC) and using feedback loops to create solutions that improve their experience.

Employee and Agent Empowerment Ideabook | CGAP

Toolkits | PDF, 150 Pages
8 practical cases + 23 hands-on tools/guidance for empowering employees + agents – and creating valuable customer experience.

Employee and Agent Empowerment Toolkit | CGAP

Toolkits | PDF, 166 Pages
Follow this 4-step process to empower your employees + agents to help deliver a valuable customer experience using 9 resources.

CGAP Customer-Centric Guide Executive Summary

Toolkits | PDF, 20 Pages
An overview on creating and delivering value for customers and businesses to improve financial inclusion.

Customer Analytics Toolkit | CGAP

Toolkits | PDF, 112 Pages
Follow this 4-phase process to rate and develop analytics capabilities + use analytics to drive customer centricity in your organization.

Customer Empowerment in Finance | CGAP Perspectives

Toolkits | PDF, 57 Pages
Why greater choice and control for low-income customers is better for business and helps achieve financial inclusion.

Insights Engine Blueprint | CGAP

Toolkits | PDF, 58 Pages
Tools and guidance on how to build an insights-driven organization.

Customer Experience Workbook | CGAP

Toolkits | PDF, 58 Pages
9 hands-on tools + 18 practical experiments that immerse teams and leadership in customer experience work.

Business Challenges Booklet | CGAP

Toolkits | PDF, 24 Pages
Move your organization toward customer centricity and overcome the 3 most common business challenges: acquisition, retention, and expansion.

Customer Segmentation Toolkit | CGAP

Toolkits | Web Article
Learn to identify customers with common needs and priorities – these are the customer segments in your market.

Customer Experience Toolkit | CGAP

Toolkits | Web Article
Hands-on tools and guidance for creating effective and empowering customer experience.

Yoma Bank's Customer-centric Design and Product Practice

Case Studies | PDF, 62 Pages
Our team builds value propositions that extend and deepen the reach of formal financial services Myanmar.

Zoona’s Journey to Customer Centricity in Africa

Case Studies | PDF, 24 Pages
Learn how business challenges catalyzed a shift toward customer centricity – which in turn generates value for the African fintech company.

Pioneer Microinsurance: Building a Business around Positive Customer Experience Pays Off

Case Studies | PDF, 36 Pages
Philippines microinsurance provider PMI leverages customer data and insights to establish its customer-centric culture.

At the Heart of All That We Do: Janalakshmi’s Journey to a Customer-Centric Bank in India

Case Studies | PDF, 40 Pages
How the Indian financial institution (now a small bank) worked with CGAP to put customers at the center of its operations.

Orange Money Madagascar: Applying an International Group’s Customer-Centric Strategy at the Local Level

Case Studies | PDF, 24 Pages
Learn how the mobile money service addressed limited uptake by increasing its customer focus.

Treating Agents as Customers at AMK, A Cambodian Microfinance Institution

Case Studies | PDF, 34 Pages
When AMK learned to view agents as a "customer segment," it created business value for agents and the organization.

Leadership and Organizational Culture in Customer Centricity: The Journey of AMK Cambodia

Case Studies | PDF, 36 Pages
Customer-centric leadership and organizational culture at AMK Cambodia.

CARD Pioneer's Journey to Customer Centricity | CGAP

Case Studies | Video, 19:39
Follow CARD Pioneer's two-year journey with CGAP to better understand the needs and dreams of low-income customers in the Philippines.

Digicel Mobile Money (MonCash), Haiti

Case Studies | PDF, 18 Pages
A new focus on customer needs – and empowering customers – drives strong uptake and use.

Pioneer Microinsurance Customer Centricity Metrics Lessons Learned

Case Studies | PDF, 2 Pages
Measures that can be used to assess value for customers, employees/agents, and organizations.

Zoona’s Journey | Mike Quinn, Zoona

Case Studies | Video, 5:00
The CEO of Zoona walks a mile in customers’ shoes.

Customer Perspectives | Cote d’Ivoire

Case Studies | Video, 5:07
Small business owners talk about the pros and cons of mobile money and banks.

Customer Perspectives | Kenya

Case Studies | Video, 5:01
Low wage earners offer personal perspectives on M-Pesa mobile money.

Two Leaders, One Topic: Leading Customer-Centric Transformation | Claire Burns, MetLife + Ramesh Ramanathan, Janalakshmi Microfinance

Case Studies | Video, 6:01
To truly understand customers, it’s critical that business leaders spend time in the field.

Bancarización Part 2: Bringing a Savings Product to Market in Mexico

Case Studies | Video, 13:14
A customer experience team tests product ideas that benefit both the bank and its customers.

Bancarización Part 1: Bringing a Savings Product to Market in Mexico

Case Studies | Video, 12:27
A customer experience team talks to low-income customers on how they manage their money.

Financial Inclusion for the Poorest Women in Pakistan

Case Studies | Video, 2:17
Banking through the eyes of those with limited literacy skills.

Janalakshmi’s Journey to Customer Centricity | India

Case Studies | Video, 7:28
Hearing what poor people want opens new arenas and adds value for these customers.

Customer Profiles: How the Poor Approach Money in India

Case Studies | Video, 5:02
One-on-one interviews reveal how life events and attitudes closely interact with financial decisions.

Human-Centered Design + Microinsurance | Kenya

Case Studies | Video, 8:13
A new mobile product is shaped by what the human-centered design team sees and hears from customers.

Janalakshmi: How can we improve the customer experience at branches serving the poor? | India

Case Studies | Video, 5:57
The urban microfinance organization aims to embed customer-centric processes into their company DNA.

Challenges to Becoming Customer-Centric | Gerald Warui, Equity Bank, Kenya

Case Studies | Video, 1:21
Each bank department has an employee dedicated to customer centricity and continuously trains staff on its importance.

Customers Vote with Their Wallet | John Rubio, Global Fintech Innovations

Case Studies | Video, 1:28
Why it’s imperative to ensure that every single point of customer contact is permeated by customer centricity.

Customer Segmentation | Megan Viljoen, Zoona

Case Studies | Video, 1:21
The money transfer organization looks at both agents and consumers as core customers.

Knowing Your Customer | Kea Borann, AMK Cambodia

Case Studies | Video, 1:07
Inclusive services are the end result of understanding customer needs and providing what they want.

Insurance + Customer Centricity | Peter Gross, MicroEnsure

Case Studies | Video, 1:28
Creating customer-centric products by spending time in villages and hearing how peoples’ lives work.

Leading by Learning on Customer Centricity: CARD Pioneer Microinsurance

Case Studies | Video, 2:12
In a peer learning opportunity, CARD Pioneer Microinsurance learns the value of building a business around positive customer experience.

Zoona Focus Groups Lessons Learned

Case Studies | PDF, 1 Page
Learn how a money transfer/payment service in Zambia used a market research firm to set up focus groups.

Janalakshmi Prototyping Lessons Learned

Case Studies | PDF, 1 Page
Learn how a financial service provider in India used prototyping to distinguish their brand’s customer experience.

Janalakshmi Customer Journey Lessons Learned

Case Studies | PDF, 1 Page
Learn how a financial service provider in India identified gaps in customer experience.

Hypothesis Segmentation Lessons Learned

Case Studies | PDF, 1 Page
Learn how a financial service provider addressed a business challenge by narrowing down to the right segment.

Digicel Segmentation Lessons Learned

Case Studies | PDF, 1 Page
Learn how a mobile network provider chose which customers to segment for a mobile money refresh strategy.

Centenary Bank Go-to-Market Lessons Learned

Case Studies | PDF, 1 Page
See how a bank in Uganda used customer research to learn about segments and tailor messaging.

Bank BTPN Persona Lessons Learned

Case Studies | PDF, 1 Page
View a voice of the customer persona created by this Indonesian bank.

Bank BTPN Segmentation Snapshot Lessons Learned

Case Studies | PDF, 1 Page
See how an Indonesian bank visually presented results of a segmentation exercise.

Bank BTPN Prototyping Lessons Learned

Case Studies | PDF, 1 Page
Learn how an Indonesian bank created a prototype to improve uptake of a new mobile service.

Adoption Pathway Lessons Learned

Case Studies | PDF, 1 Page
View an adoption pathway one financial service provider created during a brainstorming session.

Tigo Cash Lessons Learned

Case Studies | PDF, 1 Page
Learn how a financial service provider in Ghana designed better services and experiences for customers.

Off-line version of the Customer Centric Guide’s self-assessment tool

Tips + Templates | PDF, 9 Pages
This is the off-line version of the Customer Centric Guide’s self-assessment tool to gauge your organization’s level of customer centricity

CARD Pioneer Microinsurance Coordinator Journey Map | 17 Triggers

Tips + Templates | PDF, 1 Page
Follow the journey of "Norma," a Microinsurance Coordinator with CARD Pioneer in the Philippines.

CARD Pioneer Customer Journey Map | 17 Triggers

Tips + Templates | PDF, 1 Page
Follow the customer journey of "Cardina" as she interacts with the financial service provider CARD Pioneer in the Philippines.

AMK Agent Journey Map | 17 Triggers

Tips + Templates | PDF, 1 Page
Follow the journey of "Nary," a Cambodian AMK agent who handles customer transactions and "Lach," an AMK Mobile Banking Officer.

AMK Customer Journey Map | 17 Triggers

Tips + Templates | PDF, 1 Page
Follow the customer journey of "Cheth," a farmer, as he interacts with Cambodian financial service provider AMK.

Empathy Experiment | FINCA

Tips + Templates | PDF, 8 Pages
Fine-tuning your listening skills with these simple steps and tips will have a big impact on your customer relationships.

Business Case Analysis Tool | Nitin Garg

Tips + Templates | Excel Spreadsheet
Evaluate the business case for potential agents based on the number of transactions they expect to perform plus your "break even" on agents.

Renumeration and Rewards Process Flow | CoCoon

Tips + Templates | Excel Spreadsheet
Calculate renumeration and rewards to be paid out for particular jobs or positions with your organization.

Agent Performance / Float Tracker | MicroSave

Tips + Templates | Excel Spreadsheet
This simple float tracker helps agents resolve liquidity problems by capturing basic data to analyze trends.

Empowerment Diagnostic Scoring Tool | Cheryl Frankiewicz

Tips + Templates | Excel Spreadsheet
Diagnose how empowered your employees and agents are in delivering valuable customer experience.

Pioneer Onboarding: Introduction to Customer Centricity | Pioneer Microinsurance/Quicksand/CoCoon

Tips + Templates | PDF, 59 Pages
Use this self learning module to understand the basics about customer centricity and why organizations are embracing it.

BTPN Wow! Agent Empowerment Through Gamification | BTPN

Tips + Templates | PDF, 15 Pages
Indonesian bank BTPN uses "gamification" to empower and motivate agents to better serve low-income customer segments.

The Organizational Shift | CGAP

Tips + Templates | PDF, 8 Pages
Learn what customer-centric organizations strive for as they shift from their existing state to an optimal future state.

Zoona "ISMS" | Zoona

Tips + Templates | Web Article
Zoona's founders set the tone for how the organization works through a blueprint on behaviors and culture that drive impact and performance.

Stories Worth Telling | Meyer Foundation

Tips + Templates | PDF, 62 Pages
Learn to build storytelling capacity and get the word out about your organization's move toward customer centricity.

Qualities of a Customer-Centric Employee or Agent

Tips + Templates | PDF, 2 Pages
Core skills, values, and attitudes that every employee and agent should have.

A Customer-Centric Approach to Human Resource Management

Tips + Templates | PDF, 2 Pages
How to create, sustain, and expand relationships with customer-centric employees and agents.

What Is Customer Centricity? | Ranjay Gulati, Harvard Business School

Tips + Templates | Video, 4:40
Insights from the author of Reorganize for Resilience: Putting Customers at the Center of Your Business.

Smartphones + Mobile Money: Principles for UI/UX Design

Tips + Templates | Web Article
CGAP holds that smartphone interfaces are likely to become the main interface for mobile money use.

Lessons on Leadership: Rethinking What It Takes to Lead a Customer-Centric Organization | Coenraad Jonker, TYME Capital

Tips + Templates | Video, 4:05
The value of having a true passion for customers and compassion for the lives they lead.

Lessons on Leadership: Reflections from Two Decades in Banking | Anil SG, Samunnati

Tips + Templates | Video, 3:34
Why knowing your customer and understanding how they live is non-negotiable.

Lessons on Leadership: Check Your Assumptions | Maya Vengurlekar, CRISIL Foundation

Tips + Templates | Video, 3:27
The importance of field testing financial literacy tools to empower low-income customers.

Lessons on Leadership: The Power of Micro-Segmentation | Anil Gupta, Aircel

Tips + Templates | Video, 2:43
A telecom provider in India learns what customers want – and when and how they want it.

Lessons on Leadership: Customer-Centric Metrics Matter | Radhakrishnan, Janalakshmi

Tips + Templates | Video, 2:58
Putting the right metrics in place encourages staff to integrate customer-centricity into daily work routines.

Lessons on Leadership: From Product-Centric to Customer-Centric | Doug Leather

Tips + Templates | Video, 2:41
A deep understanding of your customer-centric capabilities is key to developing products that meet customer needs.

CGAP: Customer Centricity Partner Event

Tips + Templates | Video, 3:36
CGAP brings together financial service providers to collaborate on better delivery for low-income customers.

Empowering Your Customer | Antonique Koning, CGAP

Tips + Templates | Video, 1:11
Building customers’ trust and confidence in using financial services is the key to financial inclusion.

Meeting Your Customer | Abhinav Sinha, Eko India

Tips + Templates | Video, 1:29
The financial service provider keeps customers at the center by asking how they use their mobile phones.

Uptake + Use in Customer Centricity | Gerhard Coetzee, CGAP

Tips + Templates | Video, 1:24
Focusing on customers in granular detail results in products that are actually used – and a business case that works.

Why Customer Centricity Matters | Greta Bull, CGAP

Tips + Templates | Video, 1:44
The difference between customer centricity and traditional marketing – and the value of actionable insights.

How the Poor Manage Their Money

Tips + Templates | Video, 2:45
Building on how the poor already manage their money helps providers design relevant services.

How to Connect Insights + Design Principles

Tips + Templates | PDF, 1 Page
See how insights and design principles connect in an excerpt from Insights into Action.

The Customer Experience Process

Tips + Templates | PDF, 1 Page
Review the phases of the customer experience process.

Generate Support in Your Organization

Tips + Templates | PDF, 2 Pages
Learn to generate support from other parts of your organization.

Who should be involved in a segmentation exercise process?

Tips + Templates | PDF, 1 Page
Identify which colleagues and departments you need to include in your segmentation exercise.

Team Prototyping

Tips + Templates | PDF, 1 Page
Work with your team to rapidly prototype and test ideas.

What type of team will be successful?

Tips + Templates | PDF, 1 Page
Take an overview of the kind of talent required to carry out a successful project.

What does organizational change look like?

Tips + Templates | PDF, 1 Page
Determine what kind of organizational change you need.

Should I do a segmentation exercise?

Tips + Templates | PDF, 1 Page
Fill out this questionnaire and determine whether to carry out a segmentation exercise.

Business Value Matrix

Tips + Templates | PDF, 1 Page
Use this matrix to better understand the value created by a customer experience project – and how it relates to your business.

Potential of the Unbanked Customers in Your Market

Tips + Templates | Web Article
Use this basic exercise to determine the potential size of unbanked markets in your country. (Excel).

Cost Estimate Worksheet

Tips + Templates | Web Article
Estimate costs associated with hiring a market research firm to perform qualitative and quantitative research. (Excel)

Segmentation Worksheet

Tips + Templates | PDF, 5 Pages
Companion worksheet to the CGAP Customer Segmentation Toolkit.

Customer Satisfaction Survey

Tips + Templates | PDF, 3 Pages
Adapt this highly useful evaluative tool, especially practical when prototyping and testing.

Case Study Template

Tips + Templates | PDF, 5 Pages
Construct a solid case study and illuminate the voice of customers you interacted with along the way.

Team Roles + Descriptions

Tips + Templates | PDF, 2 Pages
Use this tool to define the right roles for a successful customer experience project.

Budgeting Tools

Tips + Templates | PDF, 6 Pages
Learn to develop a costing model that supports your customer experience efforts.

Project Planner

Tips + Templates | PDF, 2 Pages
Try this simple framing tool to consider objectives, hypotheses, resource and budget requirements, and timeline.

Business Model Canvas

Tips + Templates | PDF, 3 Pages
A one-page overview for describing, analyzing, and designing business models.

Opportunity Brief

Tips + Templates | PDF, 5 Pages
Summarize your initial research findings and present the case for next-phase research and development.

Customer Journey Map

Tips + Templates | PDF, 2 Pages
See how customers “travel” through your products or service experiences.

Persona Profile

Tips + Templates | PDF, 5 Pages
Learn to create personas – representations of primary users and their key behaviors.

Create Insights Cards

Tips + Templates | PDF, 1 Page
Gather specific insights from your work on personas, needs, and goals.

Launch a Customer Council

Tips + Templates | PDF, 1 Page
You'll constantly use this champion group to understand preferences, brand impressions, and market direction.

Make a Video, Show Your Impact

Tips + Templates | PDF, 1 Page
Create a 1-2 minute video with your cameraphone to show peers the impact of your project.

Energy Barometer for Weekly Check-ins

Tips + Templates | PDF, 1 Page
Gauge positive (or negative) team energy and channel it toward productive work.

Storyboard Your Idea

Tips + Templates | PDF, 1 Page
A storyboard is an easy way to show how an idea would live in your organization or with customers.

Align Your Team Values

Tips + Templates | PDF, 1 Page
Use this value mapping tool to describe personal work values – and values of the wider organization.

Scope Your Project

Tips + Templates | PDF, 1 Page
Be mindful of lean and thoughtful project management. This tool will help you embrace your resourceful side.

Check Your Assumptions

Tips + Templates | PDF, 1 Page
Reflect on assumptions you bring to your customer experience project with this simple test.

Show the Impact of Your Prototype

Tips + Templates | PDF, 1 Page
A low-resolution prototype is a cost-effective way to gauge value and customer perceptions.

Create a Customer Sketch

Tips + Templates | PDF, 1 Page
Create early-stage personas and identify what information you lack. This simple tool also guides your research plan.

Follow Front-Line Staff (and Customers)

Tips + Templates | PDF, 1 Page
Follow staff (and customers) to uncover insights and patterns in their interactions.

Have Coffee with Customers

Tips + Templates | PDF, 1 Page
Try an informal activity like this one before you plan formal field research.

Find 3 Agents in Your Community

Tips + Templates | PDF, 1 Page
Experience the challenges customers face with your products by putting yourself in the same situation.

Create an Alignment Map

Tips + Templates | PDF, 1 Page
Spend an afternoon with colleagues and make a “mind map” to align your project with internal priorities and initiatives.

Change Your Scenery

Tips + Templates | PDF, 1 Page
Shake up your office routine – a change in environment is a quick and easy way to shift your mindset.

Take the Pulse

Tips + Templates | PDF, 1 Page
Focus customer experience efforts early on by looking at what employees already know.

Start a Conversation about Customer Experience

Tips + Templates | PDF, 1 Page
Tap into ways your colleagues have encountered customer experience in their own lives.

10 Questions That Work

Tips + Templates | PDF, 1 Page
10 questions that help identify your organization’s customer experience maturity and areas for improvement.

10 Best Project Management Software in 2024.

References | Web Article
Softailed teams have evaluated 45+ providers to determine the best project management software. Click to learn more.

The Financial Value of Customer Experience | Consulta

References | PDF, 16 Pages
Data from the American Customer Satisfaction Index demonstrates the relationship between customer satisfaction and financial performance.

A Mobile Money App That Helps Poor Customers Strategize

References | Web Article
Illustration of a tool that helps customers to shape their own experience with financial services and feel more confident using them.

Money, Decisions, and Control

References | Web Article
Three key principles for taking a customer-centric approach and helping low-income individuals apply their existing financial strategies.

The Business Case for Customer Centricity

References | Web Article
Research from a developed market context has found that focusing on customers is crucial for business.

frog’s Collective Action Toolkit

References | Web Article
This toolkit from frog design transforms communities by putting design thinking tools into the hands of local change agents.

IDEO.org’s Design Kit

References | Web Article
IDEO.org lays out how – and why – human-centered design can impact the social sector.

FSD Africa on Executive Coaching

References | Web Article
See how executive coaching is influencing change in Africa’s financial sector.

Voice of the Customers: a Two-Way Dialogue in Digital Finance

References | Web Article
CGAP blog post about the importance of dialogue between customers and organizations.

Janalakshmi Customer Experience Playbook

References | Web Article
Follow a customer experience project carried out by a financial service provider in India.

From Access to Active Use: The Need for Customer Empowerment

References | Web Article
CGAP blog post about why customer empowerment is important for helping people feel in control of their financial lives.

Insights Into Action | What Human-Centered Design Means for Financial Inclusion

References | Web Article
Learn how human-centered financial services work for the poor.

Designing Digital Financial Services for Smallholder Families

References | Web Article
Recommendations for financial service providers on developing new digital offerings for smallholders.

How the Poor Manage Their Money

References | Web Article
Highlights of money management practices of low-income people – and why this matters to financial service providers.

Customer Centricity for Financial Inclusion

References | Web Article
To serve low-income customers, financial service providers must understand and develop products that meet their needs.

Learning from Customer Centricity in Other Industries

References | Web Article
Research primer: Can financial service providers use customer centricity to tackle urgent value-creation challenges?