Marketing Financial Services

The Agent Network Manager (ANM)/Business Correspondent Network Manager (BCNM) Rapid Institutional Assessment (RIA) Toolkit has been designed to undertake a rapid assessment of the overall health of an ANM organisation.

Customer and Channel Satisfaction Measurement and Management (CSM) is a dip-stick research with m-banking customers and agents to understand the various factors that determine the success or failure of an m-banking service.

Kotler (1999) defines a brand as “A name, term, symbol or design (or a combination of them) which is intended to signify the goods and services of one seller or group of sellers and to differentiate them from those of competitors. A good corporate brand is important since it provides:

"Marketing attempts to understand the needs of the client and to adapt operations in order to meet those needs and achieve greater sustainability. It addresses the issues of new product development, pricing, the location of operations and the promotion of the institution and its products.

MicroSave’s experience with Action Research Partners demonstrates that customer service can be one of the key differentiators for an institution, particularly in a competitive market. Since many financial products are relatively similar and intangible, customers will often judge you by the service you provide. They will seek out institutions that can meet their service requirements.

The Product Marketing toolkit includes the development and differentiation of products. It is a process of continually and systematically assessing needs of the market and its different segments to support product development and innovation that caters for those needs in the most feasible and profitable manner.