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.