Application of CGAP Customer Outcomes Framework in Uganda

This case study has applied the CGAP customer outcome indicator framework to test the impact of a new basic savings product positioned in the financial inclusion market and designed to encourage digital and/or remote account opening and transactions.

As a member of the WSBI and part of the Scale2Save program, a prominent retail bank volunteered this product for a case study. The objective was to assess if the CGAP customer outcome indicator framework could be applied as a measuring tool to determine whether or not:

• The design, positioning, performance and management of the product are working as intended.

• The product is indeed improving the lives of target customers.

• The bank is contributing to Uganda’s Financial Inclusion goals.