That is the third in a three-part sequence inspecting a recent method to digital remittances in Indonesia.
By Angela Ang, Elwyn Panggabean, and Ker Thao
Over the past six months, we launched a pilot program with DANA, one among Indonesia’s largest e-wallet suppliers, to supply a digital remittance resolution for home staff to ship a refund dwelling in a protected and safe manner. The pilot resolution was initially designed to focus on DANA’s present customers who could possibly be potential employers of home staff and leveraged them as the primary touchpoint in introducing DANA as a viable remittance channel. By manner, employers would assist train their staff about the advantages and values of utilizing DANA, offering a less expensive, quicker, and safer digital avenue for staff to ship cash dwelling.
Taking an iterative method within the pilot implementation
Initially, the pilot mission was deliberate to be launched throughout a three-month, three-part section: the primary and second with a give attention to focusing on employers as a touchpoint to succeed in home staff, serving to them sign-up their home staff for DANA accounts, and educating them about DANA and the way to use DANA to switch cash dwelling; whereas the third section spanned over the past two months, immediately focused the home staff with a give attention to constructing buyer’s confidence and expertise in utilizing DANA. Whereas the primary and second phases confirmed optimistic ends in serving to home staff with entry and use of DANA as a remittance service, the third section confirmed a big improve in engagement and use.
Key learnings from the pilot
Most of the individuals of the home employee remittance program realized about this system by means of a wide range of completely different channels and media equivalent to by means of word-of-mouth referrals, the most well-liked and trusted methodology between staff, from different customers who have been collaborating in this system (pal, neighbor, relative, or employer) and thru DANA’s Instagram web page and tales. The analysis highlighted extra avenues to succeed in a bigger home employee viewers, with prospects suggesting extra commercials and messages in locations that they frequented: companion retailers (equivalent to comfort shops); social media (YouTube and TikTok, which they use for leisure); and leveraging influencers to assist get the message throughout.
This system used messaging that was focused in direction of home staff equivalent to “Program untuk Mbak ART” or Program for home helpers, which helped staff really feel appreciated in a way that this was a program made particularly for them. We additionally included taglines that talked about sending cash to their “household, village, or again dwelling”, which resonated with prospects. Because of this, they got here to know the advantages and values of utilizing DANA and regarded it as a handy device that could possibly be used at their fingertips, it was straightforward to make use of, and supplied 10x free transfers a month.
Program Signal-up and Onboarding
It was evident through the first two phases of this system that employers weren’t the best manner to assist home staff sign-up for an account. This was additional validated within the pilot analysis. We found that staff who needed to take part in this system have been keen, ready, and able to signing themselves up for their very own account, with the caveat that almost all of those that have been ready to take action are typically extra tech-savvy and digitally literate. They have been resourceful and in a position to entry movies and tutorials that which have been offered throughout the program to assist them full the mandatory steps. The remainder of the home staff realized with the help of relations or their employer.
Whereas employers didn’t grow to be an awesome sign-up touchpoint, they have been efficient in offering training and serving to their staff to make use of DANA. Nonetheless, the employers have been confronted with challenges of their very own. Among the main challenges have been attributable to staff not having smartphones or not being as tech/digitally-savvy, which discouraged employers from collaborating and assist their staff take part as properly. One other problem was that employers didn’t have the time and/or information to show their staff. Many employers had no objections in assuming the educating position, however most popular somebody who was a lot nearer to the employees (like household, associates, or friends) to show them with some saying that the academic piece ought to come immediately from DANA.
Transacting with DANA and different Use-cases
Total, the answer program proved to achieve success. It helped train home staff the way to use DANA to make remittance transfers again dwelling and with the development of customers who began to know the advantages and values of utilizing DANA, they turned extra taken with exploring different use-cases. We noticed as a direct end result, prospects who participated in this system began utilizing DANA for invoice funds (electrical energy tokens and water payments), top-ups, and on-line procuring. Moreover, they even began to make use of DANA Objectives—a short-term financial savings aim characteristic in DANA.
Drivers and Detracting Elements for Utilization
As part of the analysis, we recognized particular components that helped drive using DANA for remittance providers and past, in addition to detracting components that stops prospects from utilizing DANA.
|Focused messaging and communications helped prospects see and really feel that this system was aimed toward them
Reminder messages and in-app notifications helped to nudge prospects on the proper time to remind them to make use of DANA to ship cash dwelling
Ease of use and transacting made prospects wish to discover different use instances
Program incentives (raffles and rewards) additionally helped to drive use
Prospects who didn’t have help or a instructor to assist information them prevented them from studying and utilizing
Prospects who didn’t have a smartphone or shared their smartphone with others resulted in them not having the ability to take part
Prospects who didn’t perceive the Phrases and Circumstances of this system (the mandatory steps wanted to be accomplished in an effort to qualify for this system and to qualify for adjustments to win incentives)
Incentives for Utilization Past Raffles and Rewards
The pilot analysis confirmed that the best resolution parts have been a mixture of key advertising and marketing/messaging, reminders, and incentives to assist drive utilization. The focused advertising and marketing and messaging have been efficient to relay the values and advantages of utilizing DANA for home staff and struck a chord with a program that was designed particularly for them. The communications about DANA’s values and advantages have been clearly understood by prospects. Reminders performed a important position within the resolution as properly. It helped to nudge prospects who might have forgotten about utilizing DANA and helped remind prospects that DANA could possibly be used for a lot of different transactions past remittance transfers.
By way of the pilot analysis, we additionally found that whereas many shoppers have been initially interested in this system because of the probability to win money prizes and rewards. Nonetheless, upon additional utilization, many began to see the precise advantages and values of utilizing DANA. It was seen as a quick, straightforward, and free strategy to transact. As well as, it was additionally seen to be a safe and protected strategy to ship cash dwelling; whereas on the identical time straightforward to be taught. These have been the true incentives for utilizing DANA as a remittance channel. It’s encouraging to see as this system helped construct consumer confidence and digital monetary capabilities by means of a learn-by-doing method which gave them the digital instruments to transact and handle their very own cash.
Subsequent Steps: Scaling for Influence for all Home Employees
The mission supplies evidences on the effectives of utilizing remittances to assist deliver migrant staff, on this case, home staff, into formal monetary providers, in addition to showcasing the vital position of digital wallets, like DANA, to drive digital remittance providers in Indonesia. The enterprise alternative on (home) remittances is big and generally is a sturdy use-case to focus on the low-income phase, significantly migrant staff.
With the success of this pilot program with DANA, Girls’s World Banking is seeking to scale this resolution to the remainder of the home employee group in Indonesia. We plan on creating an answer that particularly targets them to supply a protected, safe, and simple strategy to ship cash dwelling. As well as, we wish to measure the affect of the answer on the lives of ladies prospects and plan to conduct an outcomes analysis. The upcoming analysis will measure the impacts of the answer within the brief and long-term intervals in direction of ladies’s (financial) empowerment.
Our ongoing efforts are to maintain buyer engaged and proceed to be taught to make use of digital monetary providers for his or her every day monetary wants by constructing their digital monetary capabilities and confidence so that they can also grow to be complicated and multi-case customers. It’s our hope, at Girls’s World Banking, that options equivalent to this can assist help low-income ladies develop to grow to be extra assured and impartial customers who can improve their monetary well being, monetary resilience, and monetary independence to make their very own monetary choices within the long-term.