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Workshop Agenda

• Client Exit - Introduction
• Exit Monitoring in the Region
• Case study of MDF Kamurj (Armenia)
• Case study of Partner (Bosnia Herzegovina)
• Case study of Prizma (Bosnia Herzegovina)

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Exit Monitoring in the Region

• Joint Action-Research Work of MFC and Partner
  MFIs
• Prizma, Bosnia and Herzegovina
• Partner, Bosnia and Herzegovina
• MDF Kamurj, Armenia

within the Ford Foundation sponsored ImpAct
Programme (2001-2004), SEEP Practitioner Learning
Program (2002 2004)
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Client Exit Why Care?

• How much do exit clients cost your MFI?
• Client loss and your social mission
• Drop-out a valuable signpost

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Client Exit What We Need to Know?

• Who is a drop-out in your case?
• How significant loss do you experience?
• Why clients are leaving your MFI?

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Client Exit How to Get to Know?

• Mix of tools/approaches
• Exit monitoring vs. ad-hoc studies

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Exit Monitoring

• Rationale
• Components
• Process of Development
• Institutionalization

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Exit Monitoring Process is Key
1) Internal preparation 2) Setting research
objective 3) Select approach and tools 4) Develop
sampling plan 5) Select/develop tools 6) Collect
the data 7) Analyze the data 8) Report on
findings 9) Act on results
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TRACKING, MONITORING AND UNDERSTANDING DROP-OUTS
MDF-Kamurj/Armenia
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Why Exit Monitoring?

• obtain in-depth information about drop-out
  reasons, particularly related to products,
  services and competition
• define the typology of drop-outs
• gather ex-clients feedback and suggestions
• check the credibility of info provided by LO at
  the end of each loan cycle

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Time, Place and Methodology

• 2 pilot test waves April-May 2003 and October
  2003-January 2004
• Interviewers internal loan officers (16) and
  internal auditor. Regular feedback sessions to
  ensure consistent approach
• Sampling random, clients interviewed three
  months after drop-out
• Telephone-based semi-structured interviews

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RESULTS Main Reasons and Expected Behavior

• 47 pointed out MDF-Kamurj related reasons, 69
  of them are planning to come back
• 52 of dropped-out because of external reasons
  plan to come back
• 44 of dropped-out because of external reasons
  dont need loans and will not return
• 74 of voluntary dropped-outs are satisfied with
  MDF-Kamurj services

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RESULTS Main Reasons and Expected Behavior
(cont.)

• The percentage of MDF-Kamurj related reasons is
  almost the same among all cycle drop-outs
• 44 plan to return (sleepers), particularly 1st
  cycle graduates
• 7 use competitor services and will not come
  back, particularly clients in higher cycles
• 36 dont have any credit need and will not come
  back, particularly the third cycle clients
  (around one year experience with MDF-Kamurj)

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Users of Other Services

• Profile
• High amount of last loan received from MDF-Kamurj
• High business income
• High family income
• Business registered
• Reasons for choosing other MFIs
• IR, Loan size, Repayment frequency

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Sleepers

• Not using other financial services and
  planning to come back 39 of those, who left
  voluntarily (the biggest segment)
• Profile
• Low and medium size of the last loan received
• Low and medium business income
• Low family income
• 1 child

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Forced-out Clients

• Profile
• High size of the last loan received
• Secondary education
• High family income
• High business income
• 43 expressed willingness to receive the next
  loan
• The percentage of those, who definitely would
  take the next loan is the highest in this segment

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Actions!

• Still early to make service refinements a
  critical mass of statistics should be gathered
  first
• Identify sleepers and develop steps to build
  loyalty
• Design and implement a new approach to forced-out
  clients, re-assess and allow best of them to
  apply for a loan after some time passed

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System Refinement and Roll-out

• Place in all branches during up-coming 4 months
• Rigid sampling focus on voluntarily dropped-outs
• Timing conctact in a month after drop-out
• Analysis triangulate exit info, client rating,
  reasons presented by loan officers and
  information from returned clients

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Exit Monitoring System
Partner, Bosnia and Herzegovina
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Rationale for Exit Monitoring

• Reducing costs
• Increasing productivity of loan officers
• Making clients more satisfied
• Staying competitive
• Improving products and service
• Building long-term relationships with clients
• Improving social mission fulfillment

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EMS Concept

• How many people leave Partner (dropout
  magnitude)?
• Who are those that leave (dropout profiles)?
• Why do those clients leave (exit reasons)?
• What needs to be done to make exit clients come
  back (effective drop out management strategy)?

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EMS Components

• On-going use of MIS reports
• On-going feedback from LOs and Branch Managers
• Exit self-completion forms (twice a year)
• Follow up qualitative research with selected
  profiles (twice a year /ad-hoc)
• Monthly regional decision-making meetings
• Semi-annual/ad-hoc decision making meetings at HQ
  level

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Defining a Drop-out Client
!
POINT OF MONITORING Exit interviews Informal
Chats
!
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Exit Profiles

• Voluntary
• Resters
• Left due to external reasons
• Partner-related
• Left to competition
• Involuntary
• Expelled
• Further segmented by demographic, loan, loyalty
  characteristics,
• target/non-target status, profitability

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Institutionalization of EMS

• Strategic and operational match (operational
  targets, incentives, processes are more
  stimulating for dropoout reduction)
• Transition to more client and relationship
  oriented organizational culture
• Decentralization of operations
• Improvement of internal communications
• Different Levels and Functions Involvement

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EMS Uses

• Further enhance client-oriented organizational
  culture and relation building philosophy
• Increase organizational flexibility and
  facilitate the decentralization process
• New product development and refinement
• Monitor client reaction to internal and external
  changes
• Act as a promotional tool itself and help Partner
  to maintain its image of flexible, learing
  organization
• Build client loyalty

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