| “Listening from Clients” toolkit now available from IDEAS As the microfinance sector becomes more competitive, microfinance service providers must pay more attention to consumer preferences in deciding what financial services to offer, which necessitates doing market research. They need to know how to listen to the clients, gather data about demand and analyze this data to make smart decisions about product design and delivery.
The ‘Listening to Clients’ Series, which combines USAID’s AIMS/SEEP Learning from Clients Toolkit and MicroSave’s Market Research for Microfinance Tools (MR4MF), can teach MFIs how to understand their clients using these tools. This ground-breaking visual and interactive market research training program includes thirteen methodology and market research modules, featuring step-by-step training in qualitative and quantitative client assessment. These tools can benefit MFIs and their clients by improving productivity, increasing client numbers, decreasing drop-outs, improving the bottom line, and increasing client satisfaction.
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The ‘Listening to Clients’ Series uses video clips embedded in PowerPoint as part of the interactive training in market research and data collection and analysis. The methodology modules demonstrate the steps involved in conducting successful focus group discussions, including how to prepare, run and analyze these discussions. In addition, the Series provides the user with guidance on research design and the selection of the appropriate tools for a range of tasks. Three information and resource modules complete the series.
The modules come with extensive, detailed manuals which can be downloaded. All have been well tested and have proven easy to use.
FIs can us the ‘Listening to Clients’ Series to get information from existing and potential clients. The tools are flexible and can be readily adapted to a wide variety of uses including product development and refinement, as well as assessments of customer loyalty and satisfaction. Training using the series can work on several levels. MFIs and networks can use it to train their staff, ranging from executives to field personnel. Individuals will value it as a self-study guide. Donors and project managers are another potential audience
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Based on the AIMS/SEEP Learning from Clients Toolkit and MicroSave’s Market Research for Microfinance Tools, ‘Listening to Clients’ is designed in nine market research modules:
- Financial landscape analysis
- Financial sector trend analysis
- Loan and savings use
- Relative preference ranking
- Simple ranking/product attribute ranking
- Client satisfaction
- Exit survey
- Life-cycle analysis
- Seasonality analysis
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The ‘Listening to Clients’ Series should be accessible to both small and large actors in microfinance. Beyond their own use, trainers should ensure that the organizations whose staff they are training have a copy. It can be used as a reference book or to train others in their organizations. Donors can use it to familiarize themselves with the latest market research techniques, and they can also encourage the the MFIs they are supporting to use it, thus encouraging good practices. A copy of the ‘Listening to Clients’ Series should be in active use by every MFI to guarantee the use of good market research in the operations of microfinance institutions.
These materials were prepared by Microfinance Opportunities and MicroSave. IDEAS worked under subcontract with Microfinance Opportunities to help develop the initial session guides and worked with MicroSave on the initial filming in Uganda. IDEAS is helping the two producers to market the VCDs.
The "Listening to Clients" Series includes:
- 14 training modues
- CDs with PowerPoint, including videos
- Available in Spanish or English
- Order from IDEAS for $100. Please add $5 for postage within the U.S. and $10 for international shipping.
IDEAS
125 East Benson St.
Decatur , GA 30030
Please enclose check or money order. |
