Lack of reliable & high-quality in-person services
Digital technology does not remove the need for in-person services. When they are unreliable or poorly delivered, customers - particularly first-time users of DFS - are more likely to disengage altogether. Women often rely heavily on branch-level support due to limited digital capability or social norms that restrict independent technology use, making service quality especially critical. Poor support erodes the trust that is foundational to sustained financial inclusion.
13 Connected Barriers
Most Relevant Segments
- 01. Excluded, marginalized
- 02. Excluded, high potential
- 03. Included, underserved
- 04. Included, not underserved
Most Relevant Customer Journey Phases
- Phase 1: Account Ownership
- Phase 2: Basic Account Usage
- Phase 3: Active Account Usage
- Phase 4: Economic Empowerment
Key Evidence
Weak complaint and redress systems limit trust, particularly among vulnerable populations.
Global evidence highlights persistent shortcomings in financial service delivery, including inefficient processes, poor user experience, and lack of transparency. Customers frequently report having to repeat information, navigate slow or cumbersome procedures, and face challenges completing basic tasks, while many institutions lack clear rules, effective complaint channels, or dedicated systems for handling grievances. These issues are particularly acute for vulnerable populations, who often have limited awareness of recourse mechanisms, face barriers to accessing them, and experience low resolution rates when they do raise complaints.
- According to a Salesforce report relatively few customers are fully satisfied with either the speed or effectiveness of their institutions’ customer service. 47% of consumers say they often have to repeat or re-explain information to different representatives. (Salesforce, 2025)
- The Alliance for Financial Inclusion highlights several key supply-side challenges, including a lack of transparency, disclosure, and clear rules, which contribute to unethical conduct by FSPs. Additionally, many institutions use inappropriate or ineffective complaint channels and lack specialized structures or entities dedicated to handling redress. (Alliance for Financial Inclusion, 2022)
These service failures are driving dissatisfaction, disengagement, and customer loss.
As a result of these persistent challenges, financial institutions are losing customers and missing opportunities for growth. Evidence shows that one in five customers leave due to poor service, while many providers struggle to attract new clients due to slow digital transformation. Low trust in complaint resolution, especially among rural and low-income users, further discourages engagement, reinforcing a cycle where dissatisfaction leads to disengagement and ultimately customer attrition.
- Clients who regularly engage with mobile money agents are more likely to understand recourse mechanisms, including where and how to lodge complaints. However, only 27% of clients reported having made a complaint, with rural clients less likely to do so due to limited awareness, greater distance from recourse points, and perceived barriers. (Farbrace, et al., 2019)
- In India, vulnerable consumer groups, such as those with low incomes and limited education, are significantly less likely to complain due to a lack of procedural knowledge and the belief that resolution is unlikely. Only 38% of banking complaints and 78% of payment complaints were resolved. In the insurance industry, only 25% of complaints were resolved. (Balasubramaniam et al., 2023)
Interventions that have successfully addressed this barrier
The following Exemplar represents one evidence-based interventions that has shown success in addressing this particular barrier. There may be other Exemplars for this barrier in the larger Barriers & Exemplars Analysis compendium deck.
KCB's combined approach - pairing tailored financial products with targeted support - expanded access while strengthening business capacity.
4 Connected Exemplars
