Improving Organizational Efficiency throughInformation & Communication Technology

Elizabeth LyonsUC San Diego

IBLI/ADRAS Policy WorkshopJune 9, 2015

Network Coverage in Regions with Access to IBLI

Green: GoodYellow: OKRed: Poor

Improving Organizational Efficiency through Information & Communication TechnologyICT in Northern Kenya

Cell Phone Use Among IBLI Clients, Partners

Cell phone access is widespread among IBLI clients and localpartners

I Around 90% of FGD participants had their own mobilephones, minority had smart phones

I Those who do not have their own phones use othercommunity members

I Those in villages without network coverage will walk toareas of coverage to make calls

I Illiteracy does not prevent use of mobile phones

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Improving Organizational Efficiency through Information & Communication TechnologyICT in Northern Kenya

Given the widespread adoption of mobile phones inregions IBLI is sold, many opportunities to improve

efficiency of IBLI and IBLI partner operations throughtheir use.

Some Examples:I Information collection and transmission to improve

interactions with clientsI Promotion campaigns; Index maps; Customer complaints

and feedback; Customer helpI Information collection and transmission to improve sales

agent performanceI Data collection for monitoring, sales tracking; Reminders

and updates; Improved incentives

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Improving Organizational Efficiency through Information & Communication TechnologyICT in Northern Kenya

Given the widespread adoption of mobile phones inregions IBLI is sold, many opportunities to improve

efficiency of IBLI and IBLI partner operations throughtheir use.

Some Examples:I Information collection and transmission to improve

interactions with clientsI Promotion campaigns; Index maps; Customer complaints

and feedback; Customer help

I Information collection and transmission to improvesales agent performance

I Data collection for monitoring, sales tracking; Remindersand updates; Improved incentives

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Improving Organizational Efficiency through Information & Communication TechnologySales Agent Model Background

IBLI Sales Agent Model

IBLI is provided & underwritten by two insurance companies,TIA and APA; both use sales agent model to distribute theproduct

I Agents perform outside salesI Each agent is assigned to sell within a given division,

usually one which they are familiar withI Expected to both introduce and promote the product, and

complete sales transactionsI Previously all worked on short term contracts, TIA has

introduced annual contracts

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Improving Organizational Efficiency through Information & Communication TechnologySales Agent Model Background

Sales Agent Model Effectiveness

AdvantagesI Facilitates distribution to hard to reach customersI Agents are community members

DisadvantagesI Difficult to attract high ability laborI Little face time between agents and managers

Can Mobile Phones help to Overcome Disadvantageswith the Distribution Model?

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Improving Organizational Efficiency through Information & Communication TechnologyMobile Phones and the Sales Agent Model

Research Agenda

1. Improve data collection through Android sales transactionapplication

2. Test effectiveness of employer sponsored, mobile-basedtraining

3. Improve monitoring and incentives for performancethrough better tracking and faster feedback

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Improving Organizational Efficiency through Information & Communication TechnologyMobile Phones and the Sales Agent Model

Research Agenda

1. Improve data collection through Android salestransaction application

2. Test effectiveness of employer sponsored,mobile-based training

3. Improve monitoring and incentives for performancethrough better tracking and faster feedback

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Android Sales Transaction Application

Android Sales Transaction Application

Data Collected:I Sales information

I Number of salesI Value of salesI Animals insuredI Customer information

I App usageI Transaction errorsI Time to completionI Location

The Impact of Mobile Training on Sales AgentPerformance

I Due to cost and infrastructural constraints, face-to-faceagent training is short and intensive

I Many agents do not have a complete understanding of IBLIor of the sales process at the conclusion of the trainingperiod

I Mobile phones offer a means for continuing training evenafter agents return to their sales divisions

Can employer sponsored mobile-based learning improvesales, firm revenue, and customer satisfaction?

mLearning Application

mLearning Application

Research Design: Natural Field ExperimentFour treatments:

1. No access to mLearning application2. Access to mLearning application3. Access to mLearning application with performance-based

financial rewards4. Access to gamified version of mLearning application

Time line:I Field Testing: June, 2015I Field Coordinator Training: July, 2015I Experiment: August 1 - September 30, 2015

Data:I Independent Variables: Treatment group, prior sales

record, location, surveys and testsI Dependent Variables: Intensity of app usage, knowledge of

product, sales performance, customer satisfaction

Looking Ahead

How can we best harness ICT to achieve low-costsolutions to high-cost challenges in pastoralist

communities?

Lessons from these studies with further research may beapplicable to broader audiences, for instance:

I Improving information transfer among pastoralistsI Improving distribution of consumer goods and services to

rural regionsI Improving provision of aid and public goods to

under-served populations

Thank you!