Examining Customer Journeys at Financial Institutions in Cambodia

Abstract

National financial inclusion surveys such as Finscope, Intermedia and Findex provide significant insights into people’s access to finance, but the understanding of customers’ long-term financial service use remains limited. The study Examining Customer Journeys at Financial Institutions in Cambodia was conducted by UN Global Pulse – through Pulse Lab Jakarta – and UNCDF. It uses readily available big data from four Financial Service Providers (FSP) in Cambodia—covering approximately 21 per cent of the loans and savings market—to examine how long customers stay with their financial institutions and what types of products they take up during their journey. The paper offers business and policy recommendations for improving customer retention through better product development and recommends incorporating savings mobilization for women and youth into the National Financial Inclusion Strategy.

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