MTN Uganda directly manages over 15,000 active mobile money agent outlets, a daunting task for a single mobile money team. In this guest post, Shaibu Haruna, MTN Uganda’s GM of Sales and Distribution, shares their approach to agent engagement and communication.

Introduction

Keeping large scale mobile money agent networks actively engaged is quite a daunting task. Operators must constantly devise strategies to actively communicate to their large agent network in a manner in which they understand and truly appreciate, and of course at reasonable cost. The use of traditional telecom channels like SMS blast is not always effective given the low literacy levels in these markets. Unfortunately, direct interactions with agents through field staff (“TDRs” or “trade development representatives” in MTN’s terminology) is also proving to be too expensive, given the scale of the network.

Agent Forums for efficient interactions

With over 3.5 million registered subscribers and over 15,000 active agent outlets, MTN Uganda have created a series of Agent Forums where it directly interacts with its agents across the country. This approach offers a direct and effective means of sharing ideas with agents and ensure MTN Uganda remains accountable to its agent network. It has proven to complement the traditional means of communication via bulk SMS and on-site interaction through TDRs..

These forums are held in key communities across the country on a quarterly basis. In the process over 25 key towns within Uganda are touched and over 8000 agents are accessed. These forums enjoy high level participation by agents because of the easy access to the centers and the content of the conventions.

Content

The content of the Agent Convention is tailored to suit each market. Prior to such forum, the regional teams for MTN provide a list of “pain points” of agents in the region or specific location and this is incorporated into the agenda for the convention. This will be in addition to any other information MTN would like to share with its agents on topical issues affecting the business. Key topics covered include;

• Fraud Awareness and Prevention – How to minimize risk of fraud such as keeping PIN safe, changing PIN frequently, detection of counterfeit currency, identifying and dealing with suspicious clients, sharing of latest fraud trends (hoax sms or calls to agents about an MTN promotion)
• Liquidity Management – How to manage a good balance between e-float and physical cash to ensure constant availability of float. Also, share the impact of out of stock on overall business health for the agent – from a customer retention point of view
• Product Awareness – Share with agent network new products on MTN Mobile Money and how it works. We also demonstrate the importance of sharing their knowledge to handlers and customers. Also, MTN refreshes their knowledge on existing products and service
• Basic Customer Service Practices – We emphasize the need for excellence in customer service to retain customers. We share basic tips on how agents can retain their top customers on an ongoing basis and the need for some basic investment to further grow the channel and enhance customer experience
• Agent Experience Sharing – We invite agents to share with their fellow agents some of their experience on any of the above and showcase how they dealt with it. MTN would then guide agents as to how best they could address that challenge or opportunity better in the future
• Question and Answer – This is perhaps the most heated part of the convention. Key questions asked include easy access to e-float, commissions, branding of outlets, fraud support, and general issues around the business

Future Opportunities

The Agent Forums are typically attended by the business owners, rather than simply the mobile money account handler, allowing us to directly engage with decision makers. In the other alternative channels, the communication is often received by handlers who do not always escalate to their owners.

The Agent Forums will continue to be key going forward. Further investment will have to made to reach out more to rural agents. With support from donors such as Bill & Melinda Gates foundation, we shall be able to engage agents and customers at an even more micro level to ensure that the rural links of the channel are not left out. We will also need to be innovative to keep the content alive to ensure that agents continuously see value in attending such conventions

Photo: 1500 agents attended MTN’s Agent Convention at MTN Sport Arena in Kampala in February 2013. Courtesy of author.