Author: Yasmina McCarty

Marketing for Microfinance is designed as a reference guide for microfinance organizations seeking to develop their marketing capabilities. It describes in detail the steps involved in developing, implementing and monitoring a marketing strategy. It provides examples from WWB network member microfinance organizations and banks, and includes tools designed for the marketing specialist. It also briefly covers customer research, segmentation, branding, and customer care.

Author: Inez Murray

Part of the “What Works” Series

This paper outlines the beginnings of WWB’s research into customer service: key findings from customer satisfaction surveys and focus groups conducted from 1999 to 2001 with network members in Bangladesh, Uganda and Colombia. During this time, the WWB global team worked with network leaders to better understand what customers of microfinance services value. This research was used to improve existing products and services and to design new product offerings.

Authors: Harsha Thadhani Rodrigues and Tricia Morente, 2005