Krishi Call Centre in Agricultural Information Service Faruk-Ul-Islam, Ph.D. (UK) Head of Policy, Practice and Program Development Practical Action, Bangladesh

Why Call Centre? Subscribers : 110 million in the country More cheaper mobile phone will be available soon Direct staff led extension service is costly, farmers need alternative cheaper means to access information and guidance Farmers need guidance from reliable sources and real time solutions to their huge queries Farmers need faster communication, direct discussion with experts, need external knowledge to face the challenges of Climate Change, Disaster and global trade

A snapshot of mobile phone users of some countries: Country# of mobile phonePhones per 100 citizen Data evaluation date: Bangladesh114,808, January 2014 India904,480, October 2013 Nepal18,240, March 2013 Pakistan130,583, December 2013 Sri Lanka17,359, December 2013 Kenya28,080, Egypt92,640, August 2013

Kisan Call Centre (KCC) India: One of the oldest agricultural call centers. Started in 2004, under the Department of Agriculture and Cooperation (DAAC), by the government of India. Across India, there is 25 KCCs; operates daily from 6am to 10pm. Farmers nationwide can call a toll-free, and receive answers in their local language Farmers can ask questions on: 1.Disease and pest control 2.Crop and livestock information 3.Market information 4.Government programs, and 5.Organic farming.

What we did so far?? Established the infrastructure : Server, Content and Call Management Software, content database, Partnership between Practical Action and Agriculture Information Service, Ministry of Agriculture At the beginning operated enquires from clients, ( period 01 June 2012 to 30 May 2013 ) followed up 4000 clients with satisfaction, responded 50% call immediately, 50% later

What we did so far?? 2011 Start up 2012 Test Transmission Toll- free Completed its test transmission phase with call from clients in Understanding the importance the centre was made toll-free in 2014 by the Government. Ministry of Agriculture and Agriculture Information Service Department approached BTRC for this good initiative. As of, the center (June 2012 to Nov 2014) received calls from farmers. Started to mobiles customers Revenue Generation Model We are receiving around 3000 calls per month and around 300 calls per day in crop, fisheries and livestock sector

Service Mix Subjects: Crop, Fisheries, Livestock, Flood, Nutrition, Input sources Local level support from Knowledge Centers and Extension Agents Reactive + Proactive Paid + toll-free Problem, demand monitoring

Why it is different ? Call Operators, Experts, Grass Root Knowledge Agents are the key drivers, it is tool-free

Call Centre support is integrated with such Local Knowledge Centers for further close assistance to solve local problems

How it works? The Krishi Call Centre is linked with - Practical Action’s Technical Enquiry System Content development partnership with other projects Support from Local Knowledge Centers Local level Knowledge Actors and Extension Agents The process steps: 1.Receive Incoming Call 2.Answer immediately from the CMS or from own expertise 3.Search the answer from other sources 4.Call back to answer, 5.Consult with expert pool and to find validated answers 6.Follow up some calls 7.Follow up problems

We need location specific content, Specific content of 8 Agro -economic zones Krishi Call Centre

Content Management System (CMS)

Challenges & opportunities  With its huge population Bangladesh is a unique country for mobile phone based services  Revenue generation model to make it self-sustainable  Service Mix diversification (paid + toll free)  Poor farmers will get cheaper multimedia phone soon  Content quality ( demand led)  Strong professional capacity  IVR  Queue management,  Timing  Advertisement  Operation cost, trouble shooting