1. FINCA Client Journey

12. Elements of the Customer Journey

14. Things you Map…and Why Desired Customer Outcome – Sensory, emotional, cognitive, behavioral Service Standards – Management – Controls Staff Involved – Training – Performance Metrics / Appraisal Business Process Owners – Cross-functional – Focus on customer for back-office Physical Collateral – Management – Marketing Documentation Prioritization Creativity Execution Focus on Customers

15. Simplified Customer Journey

16. Sensory (sensing) Emotional (feeling) Cognitive (thinking & processing) Behaviors (acting in contexts) Social Identity (relating) Stages of the Journey

17. Detailed Journey Map

18. What exactly do we map? 18 Process Touch point 1. Primary Staff Contact 2. Secondary Staff Contact 3. Physical Evidence 4. Primary Business Process Owner 5. Secondary Business Process Owner 6. Type 7. Location 8. Duration & Frequency 9. The Desired Outcome "Customer Feeling" at This Touch Point 10. Basic Service Delivery Standards 11. Customer Service Standard Differentiators 12. KPI

19. Simplified Customer Journey Process Touch point 1. Primary Staff Contact 2. Secondary Staff Contact 3. Physical Evidence 4. Primary Business Process Owner 5. Secondary Business Process Owner 6. Type 7. Location 8. Duration & Frequency 9. The Desired Outcome / "Customer Feeling" at This Touch Point 10. Basic Service Delivery Standards 11. Customer Service Standard Differentiators 12. KPI

20. 20 ProcessLoan Application Touch pointFilling of Loan Application Forms 1. Primary Staff ContactLoan Officer 2. Secondary Staff ContactCustomer Service Representative 3. Physical EvidenceBranded Loan Application Form 4. Primary Process OwnerCOO 5. Secondary Process OwnerIT 6. TypeDirect staff Contact 7. LocationBranch Office 8. Duration & Frequency15min - 30min; frequency is ongoing 9. The Desired Outcome & "Customer Feeling" Not cumbersome process, assisted, supported, dealing with a responsible and professional institution 10. Basic Service Delivery Standards >> Application forms are in local language and easy to understood for clients. >> No other client forms or documents should be kept on top of the desk. >> Loan officer should clearly explain loan eligibility and criteria. >> Completing the application form should not be easy and not time consuming >> All clients read and understand on the application form before signing. >> Provide written contact information of LO for further contact. 11. Customer Service Standard Differentiators >> Offer client water or coffee, tea and cookies. >> Guide / support the client in filling the application form. >> Offer to photocopy documents for the client >> If some documents are still missing, schedule follow-up appointment. >> Ask client their most convenient date and time for business analysis 12. KPI >> Percentage of potential clients who complete loan applications >> Time from first formal contact to approval

21. 21 10 - Disbursement Touch point Client Receives their loan at FINCA Teller 1. Primary Staff Contact Teller/ Cashier 2. Secondary Staff Contact None 3. Physical Evidence Queue management system, branded withdrawal form/receipt, pen 4. Primary Business Process Owner Chief accountant 5. Secondary Business Process Owner IT Manager 6. Type Direct staff Contact 7. Location Branch office 8. Duration & Frequency Up to 5 minutes, once per loan cycle 9. The Desired Outcome & "Customer Feeling" Quick, professional, familiar 10. Basic Service Delivery Standards >> Greet client by name, smile, offer quick service but don’t rush them. >> Remind clients to count the money before leaving the counter. >> The counting machine should always be visible to the client. >> Serve clients according to the “First Come, First Serve.” principle. Never serve clients out of the queue >> Always provide a written receipt and ensure client leaves with it 11. Customer Service Standard Differentiators >>Speak to the client in his/her local language. >> End the transaction by thanking the client and wishing them all the best with their business. 12. KPI >> Queuing time to get served

22. Simplified Customer Journey SMS Messaging Non-routine Loan Officer Communications Internal Audit & Control Visits Branch Visits Cash Desk Transactions Direct Mailings SurveysHelp Line Complaint Response Loan Collections Website Community Events STANDARDS TOOLS TRAINING