Gradual and Integrated Change Management Framework
The resultant frameworks were co-created with PMI staff, and with guidance from the CGAP team. These were tested through workshop engagements in context and refined based on emergent insights. These engagements facilitated the design of interconnected modules that independently address specific needs and collectively provide the necessary road map for ensuring alignment throughout the organization on its customer centricity objectives.
Onboarding: The onboarding journey focuses on key themes: training relevant to the employee’s role/job; onboarding with regards to PMI’s strategy and business processes; sensitisation to PMI’s core values; and lastly, onboarding on customer centricity specifically for which a series of modules were designed. The modules are diverse and look to cover broader theoretical aspects like financial behaviors of low-income customers and strategies to work at the Base of Pyramid, organization’s point of view on customer centricity and skills (human centered design, qualitative research, ideation, and prototyping).
Training: A training program was designed to provide a fun and engaging format that reinforces key customer centric behaviors through role play, team-work and a gamified activity. The program was built as three-week problem solving challenges, that took the participants through the typical design thinking process. Customer centric behaviors were embodied in superhero characters (called Defenders of Customer Centricity), that guided players to achieve pre-determined tasks - both individually and collectively - while learning certain foundational principles of human centered design.
Performance Management System and Remuneration & Recognition: A dashboard for tracking employee progress in developing customer centric behaviours over time was created in an effort to quantify performance against the learning and training modules. This dashboard is connected to a framework that rewards positive performance such that there is a clear personal benefit above and beyond that of the customers.
The on-boarding program provides new employees with the foundational knowledge they require to be both effective in their new roles at PMI, which is particularly critical for staff joining from different fields and backgrounds, and to be customer-centric in all of their activities. The training module builds off of this foundation by revisiting the customer centricity behaviours in a fun and engaging manner whilst also providing practical, real-world experience in using design thinking tools to help address a pressing organisational challenge. Employee performance is evaluated based on an employee’s ability to incorporate the learnings and behaviours in their daily activities, and this is factored into compensation. Therefore, the individual elements represent a robust system for establishing, nurturing, and rewarding customer centricity for all staff.