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	Podcast:		The CGAP Explainer Podcast
	Episode:		How to Transform Agent Banking with an ‘Agent-Centric’ Approach
	Category:		Education
	Duration:		00:16:05
	Publish Date:		2017-08-15 12:23:19
	Description:		AMK, a Cambodian microfinance institution with over 2,500 agents, decided a few years ago to adopt an 'agent-centric view' toward their agents and treat them as a specific customer segment. How could this approach translate to happy customers and more business for AMK? Along with 17 Triggers, a Phnom Penh-based behaviour change lab, AMK and CGAP embarked on a process known as trigger mapping to answer this question. Through trigger mapping, a financial service provider identifies pain points and triggers that cause specific behaviors and levers for change along an agent’s “journey” with the organization. “Trigger mapping is far more than a focus group discussion or an interview,” said Pheakyny Vong, Head of Research at AMK. “It tells us what happened before the problem occurs and creates a timeline…it allows us to identify what worked and did not work.” Learn more about AMK's approach to agent banking, and about the trigger mapping process, in this audio case study.
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