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Improving Organizational Efficiency throughInformation & Communication Technology
Elizabeth LyonsUC San Diego
IBLI/ADRAS Policy WorkshopJune 9, 2015
Network Coverage in Regions with Access to IBLI
Green: GoodYellow: OKRed: Poor
Improving Organizational Efficiency through Information & Communication TechnologyICT in Northern Kenya
Cell Phone Use Among IBLI Clients, Partners
Cell phone access is widespread among IBLI clients and localpartners
I Around 90% of FGD participants had their own mobilephones, minority had smart phones
I Those who do not have their own phones use othercommunity members
I Those in villages without network coverage will walk toareas of coverage to make calls
I Illiteracy does not prevent use of mobile phones
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Improving Organizational Efficiency through Information & Communication TechnologyICT in Northern Kenya
Given the widespread adoption of mobile phones inregions IBLI is sold, many opportunities to improve
efficiency of IBLI and IBLI partner operations throughtheir use.
Some Examples:I Information collection and transmission to improve
interactions with clientsI Promotion campaigns; Index maps; Customer complaints
and feedback; Customer helpI Information collection and transmission to improve sales
agent performanceI Data collection for monitoring, sales tracking; Reminders
and updates; Improved incentives
4 / 1
Improving Organizational Efficiency through Information & Communication TechnologyICT in Northern Kenya
Given the widespread adoption of mobile phones inregions IBLI is sold, many opportunities to improve
efficiency of IBLI and IBLI partner operations throughtheir use.
Some Examples:I Information collection and transmission to improve
interactions with clientsI Promotion campaigns; Index maps; Customer complaints
and feedback; Customer help
I Information collection and transmission to improvesales agent performance
I Data collection for monitoring, sales tracking; Remindersand updates; Improved incentives
4 / 1
Improving Organizational Efficiency through Information & Communication TechnologySales Agent Model Background
IBLI Sales Agent Model
IBLI is provided & underwritten by two insurance companies,TIA and APA; both use sales agent model to distribute theproduct
I Agents perform outside salesI Each agent is assigned to sell within a given division,
usually one which they are familiar withI Expected to both introduce and promote the product, and
complete sales transactionsI Previously all worked on short term contracts, TIA has
introduced annual contracts
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Improving Organizational Efficiency through Information & Communication TechnologySales Agent Model Background
Sales Agent Model Effectiveness
AdvantagesI Facilitates distribution to hard to reach customersI Agents are community members
DisadvantagesI Difficult to attract high ability laborI Little face time between agents and managers
Can Mobile Phones help to Overcome Disadvantageswith the Distribution Model?
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Improving Organizational Efficiency through Information & Communication TechnologyMobile Phones and the Sales Agent Model
Research Agenda
1. Improve data collection through Android sales transactionapplication
2. Test effectiveness of employer sponsored, mobile-basedtraining
3. Improve monitoring and incentives for performancethrough better tracking and faster feedback
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Improving Organizational Efficiency through Information & Communication TechnologyMobile Phones and the Sales Agent Model
Research Agenda
1. Improve data collection through Android salestransaction application
2. Test effectiveness of employer sponsored,mobile-based training
3. Improve monitoring and incentives for performancethrough better tracking and faster feedback
7 / 1
Android Sales Transaction Application
Android Sales Transaction Application
Data Collected:I Sales information
I Number of salesI Value of salesI Animals insuredI Customer information
I App usageI Transaction errorsI Time to completionI Location
The Impact of Mobile Training on Sales AgentPerformance
I Due to cost and infrastructural constraints, face-to-faceagent training is short and intensive
I Many agents do not have a complete understanding of IBLIor of the sales process at the conclusion of the trainingperiod
I Mobile phones offer a means for continuing training evenafter agents return to their sales divisions
Can employer sponsored mobile-based learning improvesales, firm revenue, and customer satisfaction?
mLearning Application
mLearning Application
Research Design: Natural Field ExperimentFour treatments:
1. No access to mLearning application2. Access to mLearning application3. Access to mLearning application with performance-based
financial rewards4. Access to gamified version of mLearning application
Time line:I Field Testing: June, 2015I Field Coordinator Training: July, 2015I Experiment: August 1 - September 30, 2015
Data:I Independent Variables: Treatment group, prior sales
record, location, surveys and testsI Dependent Variables: Intensity of app usage, knowledge of
product, sales performance, customer satisfaction
Looking Ahead
How can we best harness ICT to achieve low-costsolutions to high-cost challenges in pastoralist
communities?
Lessons from these studies with further research may beapplicable to broader audiences, for instance:
I Improving information transfer among pastoralistsI Improving distribution of consumer goods and services to
rural regionsI Improving provision of aid and public goods to
under-served populations
Thank you!