Women may be trusted promoters of products among their peers, and are frequently organised in networks that can diversify distribution channels and access vast new market segments. Improving sales agent performance and diversifying distribution channels: Engaging female sales and distribution agents can help companies access hard-to-reach households and utilise woman-to-woman marketing techniques.Increasing customer repayment rates: Women’s repayment rates on pay-as-you-go (PAYGo) products is often higher than that of men, meaning that, through targeting a female consumer base, SHS companies can drive increased repayment rates and reduce the administrative costs associated with chasing non-payments.Female customer service representatives may be particularly valuable in contexts where traditional gender norms impede interactions between men and women. Also, applying a gender lens to after-sales service helps companies ensure female end-users remain satisfied and loyal customers. This can ultimately increase sales, adoption, and customer satisfaction. Integrating a gender lens into research and development can ensure that the needs of female customers are taken into consideration when designing products and services.
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