MMU Webinar: Agent Training - Oct 9, 2012
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Transcript of MMU Webinar: Agent Training - Oct 9, 2012
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Designing & Delivering
Effective Agent Training
M. Yasmina McCarty & Gerald Rasugu
October 9, 2012
GSMA Global Mobile Money Adoption Survey 2011
Mobile money is a three tiered landscape
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Months since launch
State of the industry
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GSMA Global Mobile Money Adoption Survey 2011
Mobile money “sprinters” have high performing agents
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Months since launch
Benefits of training an agent network
Fastest growing mobile money
services enjoy up to 65 trnx
per active agent per day (avg.
of 29)
Other services have avg. of 4
trnx per active agent per day
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Agent training is a
to drive agent performance
powerful lever
Benefits of training an agent network
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“I am worried that
agent training is time
consuming & resource
intensive …
Benefits of training an agent network
…do I have to invest to
train my channel?”
…how can I keep
training costs low and
still have high agent
performance?”
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Guiding principles to agent training
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1. All members of the channel require training
2. Offsite training course for new agents
3. Agent training is not a onetime event
4. Effective training is best done by dedicated
trainers managed against clear KPIs
5. Training must go beyond the practical “how
to” and cover the business case
Guiding principles
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All members of the channel require trainingMaster Agents, foot soldiers, agents, etc. are all important members of the distribution team and
need a complete understanding of mobile money
Guiding principles to agent training
#1Business Owners who invests capital in mobile money
Ensure business owner…• Sees the value of mobile money i.e. increased foot traffic, incremental sales, etc • Understands how to manage handlers, basic book keeping, daily reconciliations
Handlers who conducts customer transactions
To avoid poor customer experience & increased incidence of fraud…• Rigorous and practical training for handlers• Pass/fail exam
Foot Soldiers/MobileAgents who register customers & first cash-in
Train foot soldiers …• To explain to a new customer the key benefits of using mobile money• How to register customers and answer FAQs• Teach customers the interface, taking special care with illiterate clients
Agent Network Management Teams
Should have exceptional knowledge• Expected to know the functional “how to” • Benefits of mobile money i.e. the business case for doing mobile money
Master Agents, aggregators, distributors
Channel will need to know…• How to recruit quality agents• Liquidity management
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Offsite training course is advisable for new agents
• Pre-launch training is best
done as centralised, group
training, to build a sense of
belonging and ensure buy-in
• Post-launch new agent
training typically moves to a
decentralised approach to
facilitate faster growth of the
agent footprint
Guiding principles to agent training
#2Cost-effective regional training hub examples
• One MNO tried agent training in the capital city with follow-up visits to the shop, but could not sustain it as the agent footprint grew. Two years after launch, they set up regional training centres with standing training sessions, so that both new and old agents can come for trainings at any time. Former teachers from that locality were trained up to become local trainers.
• One MNO uses space available at its retail centres/shops as a training centre, by installing the necessary training tools. With this, there is no extra overhead in terms of rental payments, which is a huge cost saving.
• Another mobile money service provider entered into an agreement with an MFI with a national infrastructural presence to use its centres for training agents. They have gone even further to identify champions within the MFI responsible for delivering the training.
Subsequent model for agent training depends on the maturity of the deployment
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Agent training is not a onetime event Agents will need refresher courses on a periodic basis and new product training
Guiding principles to agent training
#3• Initial training should be compulsory – This will reduce agent infractions and give
the operator recourse against agents when they are in breach of guidelines
• Ongoing training options must be available
• Refresher trainings - Agents should always have the option to get access to refresher
trainings centrally or onsite
• Ongoing training at shops – Onsite agent visits can be exploited to (a) enhance the
agents’ business through re-training; (b) identifying further training needs; (c) motivate
the agent on the business case of mobile money
• Trainings for new services - As the service develops and new features are added, agents
need to be kept informed and up-skilled. Where possible, a technical simulation of using
the new service should be done.
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Effective training is best done by dedicated
trainers who are managed against clear KPIs
• Master Agents and Agent Network Management Teams are not adequate resources
for training agents
• Dedicated trainers with clear KPIs for performance management is necessary to
deliver effective agent training
– In house resources or outsourced training vendors can both be effective
– Choose the option which has qualified talent, is cost effective and gives the mobile money
manager greatest oversight
• Well designed KPIs and incentives are essential to high quality training
– Training outputs i.e. number of agents/handlers trained
– Training outcomes i.e. agents providing high level of customer experience thanks to the
training
Guiding principles to agent training
#4
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Training must go beyond the practical “how to”It must also cover the business case for how to make money on mobile money, the company
guidelines for agent behaviour and regulatory compliance requirements.
Guiding principles to agent training
#5• Expect four to six hours for training
sessions
• The training must include practice
handsets for the agents
• Low agent to trainer ratio is
advisable i.e. 25 agents to 1 trainer
• Training should conclude with
meaningful pass/fail assessment
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Training must go beyond the practical “how to”It must also cover the business case for how to make money on mobile money, the company
guidelines for agent behaviour and regulatory compliance requirements.
Guiding principles to agent training
#51. What is mobile money?
2. How to make money on mobile
money - the business case, sample
monthly commissions, product mix
3. The mobile money ecosystem and the
roles of each player - distributors,
agents, aggregators, super agents,
master agents, etc.
4. How mobile money works - Step by
step guide on how mobile money
works for agents and customers
5. Liquidity management – upfront
capital, float balancing, float planning
6. Security for mobile money – agent
pin, log book, wrong transactions,
fraudsters, etc.
7. Customer service – customer
education, customer help line,
customer recourse for errors
8. Agent obligations – shop
merchandising, record keeping, T&C
9. KYC / AML / CFT
Sample curriculum
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