MMU Webinar: Agent Training - Oct 9, 2012

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MMU Webinar: Agent Training - Oct 9, 2012

  1. 1. Designing & Delivering Effective Agent Training M. Yasmina McCarty & Gerald Rasugu October 9, 2012Restricted - Confidential Information © GSMA 2012
  2. 2. State of the industry Mobile money is a three tiered landscape 0.16 0.14 0.12 Number of payments relative to mobile base 0.1 0.08 0.06 0.04 0.02 0 Months since launchGSMA Global Mobile Money Adoption Survey 2011 Restricted - Confidential Information © GSMA 2012
  3. 3. Benefits of training an agent network Mobile money “sprinters” have high performing agents 0.16 0.14 0.12 Number of payments relative to mobile base 0.1 0.08 Fastest growing mobile money 0.06 services enjoy up to 65 trnx per active agent per day (avg. 0.04 of 29) 0.02 Other services have avg. of 4 trnx per active agent per day 0 Months since launchGSMA Global Mobile Money Adoption Survey 2011 Restricted - Confidential Information © GSMA 2012
  4. 4. Benefits of training an agent network Agent training is a powerful lever to drive agent performanceRestricted - Confidential Information © GSMA 2012
  5. 5. Benefits of training an agent network “I am worried that agent training is time consuming & resource intensive ……do I have to invest totrain my channel?” …how can I keep training costs low and still have high agent performance?” Restricted - Confidential Information © GSMA 2012
  6. 6. Guiding principles to agent trainingGuiding principles 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 caseRestricted - Confidential Information © GSMA 2011
  7. 7. Guiding principles to agent training#1 All members of the channel require training Master Agents, foot soldiers, agents, etc. are all important members of the distribution team and need a complete understanding of mobile money Business Owners who Ensure business owner… invests capital in mobile • Sees the value of mobile money i.e. increased foot traffic, incremental sales, etc money • Understands how to manage handlers, basic book keeping, daily reconciliations Handlers who conducts To avoid poor customer experience & increased incidence of fraud… customer transactions • Rigorous and practical training for handlers • Pass/fail exam Foot Soldiers/Mobile Train foot soldiers … Agents who register • To explain to a new customer the key benefits of using mobile money customers & first cash-in • How to register customers and answer FAQs • Teach customers the interface, taking special care with illiterate clients Agent Network Should have exceptional knowledge Management Teams • Expected to know the functional “how to” • Benefits of mobile money i.e. the business case for doing mobile money Master Agents, Channel will need to know… aggregators, distributors • How to recruit quality agents • Liquidity management Restricted - Confidential Information © GSMA 2012
  8. 8. Guiding principles to agent training Offsite training course is advisable for new agents Subsequent model for agent training depends on the maturity of the deploymentCost-effective regional training hub examples • Pre-launch training is best #2 done as centralised, group• One MNO tried agent training in the capital city with follow- up visits to the shop, but could not sustain it as the agent training, to build a sense of footprint grew. Two years after launch, they set up regional belonging and ensure buy-in training centres with standing training sessions, so that both new and old agents can come for trainings at any time. • Post-launch new agent Former teachers from that locality were trained up to training typically moves to a become local trainers.• One MNO uses space available at its retail centres/shops as a decentralised approach to training centre, by installing the necessary training tools. With facilitate faster growth of the this, there is no extra overhead in terms of rental payments, which is a huge cost saving. agent footprint• 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. Restricted - Confidential Information © GSMA 2012
  9. 9. Guiding principles to agent training #3 Agent training is not a onetime event Agents will need refresher courses on a periodic basis and new product training• 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. Restricted - Confidential Information © GSMA 2012
  10. 10. Guiding principles to agent training#4 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 Restricted - Confidential Information © GSMA 2012
  11. 11. Guiding principles to agent training#5 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.• 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 Restricted - Confidential Information © GSMA 2012
  12. 12. Guiding principles to agent training#5 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. Sample curriculum1. What is mobile money? 5. Liquidity management – upfront2. How to make money on mobile capital, float balancing, float planning money - the business case, sample 6. Security for mobile money – agent monthly commissions, product mix pin, log book, wrong transactions,3. The mobile money ecosystem and the fraudsters, etc. roles of each player - distributors, 7. Customer service – customer agents, aggregators, super agents, education, customer help line, master agents, etc. customer recourse for errors4. How mobile money works - Step by 8. Agent obligations – shop step guide on how mobile money merchandising, record keeping, T&C works for agents and customers 9. KYC / AML / CFT Restricted - Confidential Information © GSMA 2012
  13. 13. www.mmublog.org mmu@gsm.orgRestricted - Confidential Information © GSMA 2012

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