Why Go Customer-Centric?

Putting customers at the center produces loyal, active customers and moves your organization toward long-term competitive advantage.

AMK’s Journey

What can be learned from the experience of AMK, a Cambodian microfinance organization that’s been customer-centric since its inception? AMK leadership plays a crucial role in shaping culture and ensuring that core values are part of its DNA. Over the past 14 years, leadership has equipped front line agents and staff with the tools they need to reflect the organization's customer-centric values, and has recently taken steps to move a new agent business vertical toward customer centricity.

Key Resources

AMK microfinance in Cambodia is shaped by customer-centric leadership, customer-centric values and a customer-centric business culture

CARD Pioneer Microinsurance’s Journey

CARD Pioneer Microinsurance sees the value in delivering positive customer experience by having the right processes in place, hiring the right people, getting feedback from customers, and retooling based on insights and metrics. Over the past two years Pioneer Microinsurance saw an expansion of its portfolio with CARD customers from 600,000 to 1.6 million enrollments, and renewal rates doubled.

Key Resources

Vendor is customer-centric in her Philippines shop.

Digicel’s Journey

An encouraging change in mobile money uptake and activity experienced by a mobile money service provider is evident in Haiti after lackluster results between 2010 and 2015. Mobile money services were initially set in motion to facilitate distribution of grant payments to victims of the 2010 earthquake. What drove the recent surge in uptake and activity for Digicel? This case study shows that a focus on customer needs, and empowering customers, brings results. It also demonstrates how a pull strategy, rather than a push strategy, is the best way to drive uptake and use.

Key Resources

Many clients use Digicel MonCash mobile money when the financial service provider in Haiti becomes customer centric.

Janalakshmi’s Journey

Literally translated as “people’s wealth,” India’s Janalakshmi began as a microfinance enterprise and is now a small finance bank that caters to low-income people and businesses that do not have access to mainstream financial institutions. This case study reveals how, with the assistance of CGAP, the group used customer-centric methods to learn about the aspirations and financial lives of its customers to develop products that meet their needs. It also describes the formal change management process and structural transformations that put customers at the heart of Janalakshmi’s operations.  

Key Resources

Janalakshmi customers interact with staff at a Janalakshmi branch of the small bank, India.

Zoona’s Journey

Beginning in the spring of 2017, Zoona CEO Mike Quinn embarked on an intensive journey around Africa to talk with customers and agents, gather insights, and truly understand the people the money transfer company serves in villages, cities, and rural areas. Over the past three years, Zoona has strengthened its commitment to customer centricity, knowing that delivering the best customer experience becomes more intuitive when leadership is listening.

Key Resources

Agents meet with Zoona CEO Mike Quinn as the mobile money organization gathers customer insights and commits to customer centricity.

Orange Madagascar’s Journey

Orange Madagascar, a subsidiary of the French telecommunications operator Orange S.A., works to give practical expression to the Group’s global vision to promote customer centricity in its operations. Improving customer experience is key in Orange Madagascar’s efforts to strengthen uptake and use of its Orange Money mobile money account. This case study shows how Orange Money Madagascar translates the global vision into local practice by generating and analyzing customer insights, improving interactions with customers, and developing solutions suited to the needs of customers and Orange agents.

Key Resources

Orange Money agent, Madagascar, mobile money accounts, customer centricity