B2C KYC Survey in Ghana

KNOW YOUR CUSTOMER SURVEY B2C SUBSCRIBERS IN GHANA Preliminary Results 24th November 2022

OUTLINE - Purpose of the survey - Methodology - Updates on phone calls - Preliminary findings - Concluding remarks 2

Purpose of the survey To identify demographic characteristics of subscribers and obtain feedback on user experience, Net Promoter Score (NPS), future expectations and draw key lessons for future product development and marketing purposes Demographic profile User experience NPS and Expectations Gender, Age, Education, Uses of daily iska messages Likelihood of recommending Occupation, Location, Rate of satisfaction messages to non-subscribers Household size, Languages Comprehension of messages Future expectations of iska spoken and Type of phone Likes and dislikes messages owned Marketing channel 3

Methodology SAMPLE SURVEY TOOL DESIGN DATA COLLECTION 2000 subscriber phone Design survey tool Phone calling numbers obtained Digitise it using google forms Proceed with interview when subscriber is currently receiving 400 subscribers targeted Train enumerator on survey messages and able to read or tool and survey ethics obtain support in reading them 4

Updates on phone calls 828 Number of phones calls made 495 Number of answered phone calls 111 98% Can read English Number of completed phone interviews (22%) 93%Incomplete interview is caused by the following; are nDono-fnaormt erersceive messages (27%) | Do not read messages (23%) | Not sure of receiving messages (13%) | Busy (7%) | Not willing to partake in the interview (6%) | Cannot read English (2%) 5

Preliminary Findings - Demographic profile 65% of 85% of subscribers are males subscribers use smartphone 70% of 98% of subscribers are 20-40 years old subscribers can read English 98% have formal 93% are non-farmers; Greater Accra education with majority mainly, self employed traders, 10 regions out of 16 have being secondary or artisans and trained high school leavers professionals subscribers of iska services. Greater Accra has the most subscribers 6

Preliminary Findings - User Experience 79% Overall satisfied with 94% Use messages to plan daily itinerary messages 78% Easy to understand 89% Do not know the price of messages the messages 37% Share messages with 81% Do not remember neighbours subscribing 11% Knows the price for 74% Believe the messages are the messages coming from MTN 7

Preliminary Findings - User Experience Continue LIKES DISLIKES ● High accuracy ● Inaccurate forecast ● Easy to understand ● Low delivery rate ● Messages are not messages ● High delivery rate delivered on time ● Messages are ● No customer delivered on time support/relationship 8

Preliminary Findings - Net Promoter Score (NPS) Likelihood of recommending iska to non-subscribers Very Very unlikely likely Distractors Passive Promoters 62 9% 20% 71% 9

Preliminary Findings - Expectations ● Consistency in rainfall forecast accuracy ● Improve receipt rate by receiving messages on daily basis ● Change “likely dry” to “no rain” ● Use IVR; sending messages in audio and also in local languages ● Send messages very early in the morning 10

Concluding remarks ● Since most subscribers do not remember subscribing themselves, it raises a concern on the location of the rainfall forecasts they are receiving. More-so, if they relocate, they will still be receiving forecasts for their old location. ● When subscribers change their location, they have the option of using the USSD (445) code to refresh the location to obtain a forecast for their current location. This is mostly not done because the subscribers do not know the USSD code. ● Subscribers should be advised to refresh their locations from time to time using the USSD code to prevent receipt of wrong forecast. ● Illiterate subscribers are requesting for Interactive Voice response (IVR) in local languages. 11

Concluding remarks continue ● Most subscribers believe the messages are coming from MTN and not a 12 private weather service provider (ignitia). ● Most subscribers do not know the price charged for receiving the service and therefore cannot rate the affordability of the service. ● Only “End of SMS notification” was indicated by subscribers as a marketing channel through which they become aware of the messages. ● Majority of the subscribers are using smartphones and are located in the capital city. ● Crosscheck the phone number of subscribers who indicated that they do not receive the messages to ascertain the truth.