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Module 5 determining key messages and creating content ppt slideshare

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Module 5 determining key messages and creating content ppt slideshare

  1. 1. 5.2
  2. 2. Why focus on behavior change? 5.3 I wish I could….. …save more …plan for retirement …reduce debt …use BB more confidently …track my transactions regularly … other aspects of financial management? Take a moment for some personal reflection… Is there an aspect of financial management that you want to change or improve? What would you need to understand, learn, acquire, practice, experience or remember in order to move from your present situation to your desired future?
  3. 3. 5.4 The purpose of CEBB is to change customer behavior around BB. But changing any type of behavior, let alone financial behavior, can be tough. You might have noted in your answer that both internal and social determinants as well as physical obstacles may need to change to enable you to change your behavior: Perhaps you need your family to cooperate to reduce spending and save more (social determinant); or you need to build your confidence around transferring money through mobile banking, so that you can quickly move a portion of your salary into a savings account each month (internal determinant). The focus of this module is on what customers need to understand, learn and acquire in order to adopt or increase use of your BB service. This is the content of your CEBB strategy – the themes, key messages and detail to be delivered to consumers. Why focus on behavior change?
  4. 4. The key messages and CE content to be created for your CEBB program, should be developed from the analysis of your Consumer Market Research (MR) findings. 5.5 Why revisit your Market Research when building content?
  5. 5. 5.6 In addition to your Consumer MR, being an active listener also helps you pick up on potential cues that will hep you develop effective well- tailored key messages. Pay attention to what consumers and stakeholders share with you that may highlight specific needs and concerns. Ask yourself… Do local frontline staff or agents voice any concerns about the delivery of BB services? What questions are raised in community meetings about BB or the use of technology to manage money? What words or phrases do people use to describe BB services or explain transaction processes? Have any concerns, suspicions or frustrations been posted in the local media about BB services? Active listening helps
  6. 6. Current Behaviors… 5.7 Current Behaviors Uses only one BB service: cash-in and cash-out unaware of benefits of other services Always give the agent their PIN number Waits until they have a large sum of money before depositing into an account The first step in determining the content for a CE strategy is to look at the current financial behaviors of customers. Behaviors can relate to how they use the BB service e.g. how often; types and patterns of their transactions; whether they use other financial services, including informal mechanisms; what they do when there is a problem with the service, etc. Other behaviors might relate to their general money management, but can still be relevant to their use of BB. They can provide a use case for your BB service. Customers wait until they have a large sum of money before depositing it into an account. If this behavior can be changed, customers might use your BB service to make smaller, but more frequent deposits, and pave the way for more active use of your service.
  7. 7. Desired Behaviors… 5.8 Current Behaviors Desired Behaviors Uses only one BB service, loan disbursement, because they are unaware of benefits of other services Uses remittance service. Always gives the agent their PIN number to enter for them Keeps their PIN private Enters their PIN themselves Waits until they have a large sum of money before depositing into an account Deposits small sums regularly into account through BB service The second step is to determine desired behaviors for your customers. What behaviors do you want your customers to develop, build or strengthen? These desired behaviors are what your CE strategy will aim to achieve.
  8. 8. Current and Desired Behaviors… 5.9 Look at the results of your Consumer MR to identify your customers’ current financial behaviors. Take the time to determine what desired behaviors you want for your customers. You can record the current and desired behaviors in Module Five Tool No.1 . Remember: Focus only on the consumer behaviors or challenges that CE can address, and not other challenges related to the BB ecosystem, the product design or your BB operations, which CE can not affect.
  9. 9. 10 Why use Consumer MR to help you create and refine key messages and CE content? 5.10
  10. 10. 5.11
  11. 11. 5.12 Theme Key Message Sub Messages CE Content The theme is the single idea around which the key message, sub messages and CE content will revolve. Key messages are the most important things to say on a given theme. They are short, carefully planned and strategically presented statements that explain the single idea or main points you want people to remember. Consumer MR must underpin the key message development to ensure it is relevant, engaging, and considered valuable and trustworthy by customers. Sub messages are those statements which support and amplify the key message without congesting or complicating it. CE content is built out of the information the consumer requires (facts, processes and techniques) to adopt the desired behavior. Start the process of building your content by identifying themes from your analysis of your MR findings. Then prioritize those themes in order of the most important information you want to get across to the consumer, balanced with what each target consumer segment is most concerned about. Understanding the building process for CE content…
  12. 12. 5.13 Knowledge may be related to product benefits or the features of the BB service. It may provide product use guidance, e.g. suggestions on how the BB service can be used as a money management tool. Skills can include how to perform a type of transaction, how to calculate the cost of a transaction, how to troubleshoot. Attitudes/Self-efficacy can `include the confidence of customers to try and regularly use a BB service themselves and customers’ trust in the safety of their money with the service. Attitudes can also include perceptions, e.g. whether the BB service is relevant to them and their situation. In order to help customers change from their current behaviors, we need to identify the knowledge, skills, and attitudes (KSAs) that customers will require to achieve the desired behaviors. These KSAs will become the key messages for your CE program. Consumer Market Research helps you move from A to C
  13. 13. What kinds of KSAs are needed to adopt desired behaviors? 5.15
  14. 14. Compare your ideas for KSAs to MFO’s. Are they similar? 5.16 What kinds of KSAs are needed to adopt desired behaviors?
  15. 15. The answers to the previous exercise may vary, but what is important is to think in concrete terms with what customers need to learn and feel for each behavior change to occur. Return to Module Five Tool No.1. Fill in the columns for Knowledge, Skills, and Attitudes/Self-efficacy for each desired behavior for your customers. 5.17 What kinds of KSAs are needed to adopt desired behaviors?
  16. 16. Prioritize… 5.19 Many KSAs may emerge from the analysis of the market research findings. But not all the KSAs will become key messages or used within the content of a CE program. Due to time limitations and resource constraints facing most CE programs, you will likely need to prioritize which themes and KSAs to include in your CE strategy. From a learner’s perspective, ‘less is more’. People are more likely to remember a few key messages and understand them well, rather than multiple messages given within a short period of time. Fewer messages are likely to be ‘stickier’. The depth or detail of messages will vary depending on the delivery approach you take.
  17. 17. Prioritize… 5.20 In Module Five Tool No.1, prioritize your KSAs by ranking the order of importance of the current & desired behaviors to your CE program. You might start with current behaviors that are affecting customers’ use of your BB services in general, e.g. understanding the PIN. Then identify the specific BB service(s) that your organization wants to focus on now. Which current behaviors are impacting the use of those services? As your CEBB strategy evolves, you may need to revisit and revise your KSAs again. Uses remittance service to send money to family
  18. 18. Understanding the building process for CE content… 5.21 Theme Key Message Sub Messages CE Content The theme is the single idea around which the key message, sub messages and CE content will revolve. Key messages are the most important things to say on any given theme to target consumer segments. They are short, carefully planned and strategically presented statements that explains the single idea or main points you want people to remember. Consumer MR must underpin the key message development to ensure it is relevant, engaging, and considered valuable and trustworthy by customers. Sub messages are those statements which support and amplify the key message without congesting or complicating it. CE content is built out of the information the participant requires (facts, processes and techniques) to adopt the desired behavior. Now that you have identified and prioritized your themes out of emerging KSAs, it is time to develop your key messages and CE content.
  19. 19. What is a Key Message? 5.22 Key messages are the most important things to say on any given theme to target consumer segments. Effective key messages do not contain technical details or focus on complexities. The best key messages are memorable and persuasive and have the ability to move people into action or toward change. A key message is: •Concise •Simple to say aloud •Specific and focused on one idea •Easy for people to understand and remember •Persuasive •Nonjudgmental •Relevant to the intended audience •Appropriate for repetition Key messages can undertake a range of tasks such as: dispel myths; allay consumer concerns; instill confidence; bring objects to life; position a product or service like BB positively in the minds of consumers; reinforce a fact or truth.
  20. 20. 5.23 Why is it important to develop Key Messages? Well-developed key messages facilitate CE by: •Helping frontline staff and agents stay ‘on-message’, and organized and accurate when speaking with consumers (no matter what situation is presented to them) •Ensuring consistency and continuity of information, especially for CEBB programs with multiple implementation sites or partners •Boost overall communication effort by providing clarity, focus and precision. How does consistency of key message help build credibility and trust?
  21. 21. 5.24 Why is inconsistency of message a problem? Inconsistency of message has the potential to introduce distrust and cynicism for the consumer. When credibility or believability of message is affected, the ability of the message to achieve its intended action is compromised. Inconsistency can erode credibility (i.e. an error in factual content that is interpreted as either poorly trained frontline staff, subject matter experts unavailable or worse as an attempt to mislead consumers or be untruthful) or undermine believability (i.e. Consumers see a mismatch between what is being said and what they have seen or have experienced).
  22. 22. Finding the right sequence for your themes and messages… 5.27 Consider organizing the sequence of your themes and key messages based on the consumer journey from inclusion or sign up with BB to active participation and advanced use of BB services. Which themes and messages are appropriate at each stage of the journey?
  23. 23. Don’t Forget! Test and Refine your Key Messages 5.28 If possible, test your key messages with the following people for the purpose of gaining feedback necessary to refine your key messages: Frontline Staff and Agents - As you develop your key messages, share them with staff members—especially those who will be responsible for delivering your CEBB program to consumers to gauge whether there is a need to continue to refine or simplify. Operations and BB Product Design Teams - Your colleagues will have a wide range of perspectives—they can comment from their perspective on accuracy, highlight missing emphasis, check for alignment and consistency with other BB collateral such as promotional, marketing or product information content. Intended Consumer Segments - To see if your messages are clear and easy to understand, try them with people who fit the profile of the consumer segment you are designing CE for. Choose independent outsiders who are not familiar with BB as well as those who may not be active users of BB. Remember to source a range of input from consumers of varying age, gender, capacity, and so on. Stakeholders - Technology platform provider, agent network manager, or other actors that will be involved in the implementation of your CEBB Strategy.
  24. 24. 29 What is the process for building effective CE content? 5.29
  25. 25. 5.30
  26. 26. How to develop your CE content? 5.31 CE content is built out of the information the participant requires (facts, processes and techniques) to adopt the desired behavior. CE content and supporting messages provide the detail, the facts, case studies, examples, and explanations that reinforce your key messages and support the theme. CE content and supporting messages can vary in breadth (range of themes or number of KSAs addressed) and depth (degree of detail provided when investigating any particular theme), depending on the consumer segment needs, type of tools used to deliver the CE content and the available time at each BB consumer contact point.
  27. 27. How to develop your CE content? 5.32 It is important to avoid simply assembling facts and data in a linear fashion. Some principles to consider when developing your CE content to ensure naturalness in delivery and optimum engagement with CE content include… CE content needs to be both simple and profound – with careful attention paid to the process of deciding what matters most and letting go of the rest! When you create an opportunity for people to ‘feel’ something through your CE content – you build a reason for them to care more about the information or ideas you present! The use of stories and case studies within CE content often helps empower people to take action by a ‘show-and-tell’ and honest persuasion. CE content can have greater impact when the unexpected or element of surprise is incorporated! Life is not abstract – CE content is best understood and embraced when its kept ‘real’ not ‘theoretical’ Make sure in your CE content, you build in evidence of any claims made. Credibility helps to remove suspicion of ‘spin’ or ‘marketing’ that erodes trust between consumer and provider!
  28. 28. How to develop your CE content? 5.33 ‘With GCash I have a wallet in my cellphone that I can use to move money easily.’ ‘Maria saved 500 pesos. She felt like it was not worth the trip to the bank to deposit such a small amount. The problem was that because her money was at home and easy to spend…’ ‘Your PIN prevents other people from accessing your money. Remember to always keep your PIN secret!’ ‘You’re at a drugstore – you want to buy medicine for your sick daughter, but then you realize, you do not have enough cash to purchase all of the medicine the doctor subscribed…’ ‘Luho’ (Indulgences) would come and take all her savings.’ Testimonials or examples of clients who are benefitting from using the service.
  29. 29. 34 How tailored and engaging is your CE content and supporting messages to your target consumer segment? 5.34
  30. 30. 5.35
  31. 31. From Stakeholder Engagement to CEBB Objectives… 5.36 When you put all the steps together, you have developed a set of key messages, sub messages and content summary that form the foundation for the development of the rest of your CEBB program. Remember, investing time and effort to develop effective key messages that address the needs of your customers, will ensure your CE content has its best chance of delivering the impact you desire.
  32. 32. Review… 5.37
  33. 33. 5.38 Review your key messages to develop your CE content… Use Module Five Tool No.2 to draft your CE content.
  34. 34. 39 Apply….. Don’t forget to test and refine your key messages and CE content before finalizing! 5.39

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