Female agent models11/18/2023 Women customers perceive male agents to be less approachable, and feel that their queries may be perceived as naïve and/or that they may be put in an embarrassing situation. Women customers are willing to share their family’s financial requirements and needs more openly with female agents, and thus are able to receive appropriate financial advice from a trusted (female) source. Women agents tend to build a “ comfortable” transaction environment for their clientsĪll customers feel that female agents have more patience and are more willing to spend time to address queries or explain the features of a new product. Thus, women customers feel more comfortable at a female agent’s outlet, as compared to a male agent’s outlet.Ģ. There is also global evidence of this phenomenon, as many women report that their families may be uncomfortable with their interacting with male agents in other spheres of their lives, such as mobile usage. ![]() Similarly, women customers do not like male agents visiting their households to offer doorstep banking services. We learnt that men prefer their wives to transact with woman agents at outlets, particularly when it requires any form of physical interaction between customer and agent – for example, taking the fingerprints of the customer. Rural communities in India are mostly gender-segregated societies. Women agents enhance the communication and comfort level for women customers These findings also offer important insights for agent network managers.ġ. The key insights from our study offer a glimpse of how gender can impact customer experience. Recent MicroSave field studies using the Market Insights for Innovations and Design (MI4ID) approach in Hooghly and 24 Paraganas districts of West Bengal reveal that customer experience does vary, depending on whether the agent is a male or a female They can’t harass us then to ‘snatch away’ our money”. We save with her in absolute trust that our husbands will not come to know about our savings. ![]() The women customers are vociferous in their support: “We confide in didi (Bilkis) about our household distress. “We have come a long way from the days when these women would hesitate to even talk to anyone associated with a bank”, opines Bilkis. In her community, women traditionally do not have much say in society and many men are mired in alcohol and gambling. She was signed up as an agent to offer door-to-door cash deposit and withdrawal services for UCO Bank in February 2012 in Khormachali, a small village in Hooghly district of West Bengal. Bilkis Banu sits along with a few of her customers in the veranda of her house and talks to us about the close bond that she shares with them.
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