The document discusses developing effective content for consumer education behavior change (CEBB) programs. It emphasizes using consumer market research to understand current behaviors and identify desired behaviors. The key steps are: 1. Analyze market research to understand current behaviors and identify knowledge, skills, and attitudes needed for desired behaviors. 2. Prioritize behaviors and knowledge, skills, and attitudes to focus messaging and content. 3. Develop themes, key messages, sub-messages, and content to address prioritized areas. Key messages should be concise, simple, and memorable. 4. Test key messages and content with target consumers, frontline staff, and stakeholders and refine based on feedback before finalizing.

2. 5.2

3. Why focus on behavior change?
5.3
I wish I could…..
…save more
…plan for retirement
…reduce debt
…use BB more confidently
…track my transactions regularly
… other aspects of financial
management?
Take a moment for some personal reflection…
Is there an aspect of financial management that you want to change or
improve?
What would you need to understand, learn, acquire, practice,
experience or remember in order to move from your present situation
to your desired future?

4. 5.4
The purpose of CEBB is to change customer behavior around BB. But changing any
type of behavior, let alone financial behavior, can be tough. You might have noted in
your answer that both internal and social determinants as well as physical obstacles
may need to change to enable you to change your behavior: Perhaps you need your
family to cooperate to reduce spending and save more (social determinant); or you
need to build your confidence around transferring money through mobile banking, so
that you can quickly move a portion of your salary into a savings account each month
(internal determinant).
The focus of this module is on what customers need
to understand, learn and acquire in order to adopt
or increase use of your BB service. This is the
content of your CEBB strategy – the themes, key
messages and detail to be delivered to consumers.
Why focus on behavior change?

5. The key messages and CE
content to be created for
your CEBB program,
should be developed
from the analysis of your
Consumer Market
Research (MR) findings.
5.5
Why revisit your Market Research when building content?

6. 5.6
In addition to your Consumer MR, being an active listener also helps
you pick up on potential cues that will hep you develop effective well-
tailored key messages.
Pay attention to what consumers and stakeholders share with you that
may highlight specific needs and concerns.
Ask yourself…
Do local frontline staff or agents voice any concerns about the
delivery of BB services?
What questions are raised in community meetings about BB or the
use of technology to manage money?
What words or phrases do people use to describe BB services or
explain transaction processes?
Have any concerns, suspicions or frustrations been posted in the
local media about BB services?
Active listening helps

7. Current Behaviors…
5.7
Current Behaviors
Uses only one BB service: cash-in and cash-out unaware of benefits of other services
Always give the agent their PIN number
Waits until they have a large sum of money before depositing into an account
The first step in determining the content for a CE strategy is to look at
the current financial behaviors of customers.
Behaviors can relate to how they use the BB service e.g. how often; types
and patterns of their transactions; whether they use other financial
services, including informal mechanisms; what they do when there is a
problem with the service, etc.
Other behaviors might relate to their general money management,
but can still be relevant to their use of BB. They can provide a use case
for your BB service.
Customers wait until they have a large sum of money before depositing it
into an account. If this behavior can be changed, customers might use
your BB service to make smaller, but more frequent deposits, and pave
the way for more active use of your service.

8. Desired Behaviors…
5.8
Current Behaviors Desired Behaviors
Uses only one BB service, loan disbursement, because
they are unaware of benefits of other services
Uses remittance service.
Always gives the agent their PIN number to enter for
them
Keeps their PIN private
Enters their PIN themselves
Waits until they have a large sum of money before
depositing into an account
Deposits small sums regularly
into account through BB
service
The second step is to determine desired
behaviors for your customers.
What behaviors do you want your
customers to develop, build or strengthen?
These desired behaviors are what your CE
strategy will aim to achieve.

9. Current and Desired Behaviors…
5.9
Look at the results of your Consumer MR to identify your
customers’ current financial behaviors. Take the time to
determine what desired behaviors you want for your customers.
You can record the current and desired behaviors in Module Five
Tool No.1 .
Remember:
Focus only on the consumer behaviors
or challenges that CE can address, and
not other challenges related to the BB
ecosystem, the product design or your
BB operations, which CE can not affect.

10. 10
Why use Consumer MR to
help you create and refine key
messages and CE content?
5.10

11. 5.11

12. 5.12
Theme
Key
Message
Sub
Messages
CE
Content
The theme is the single idea around which the key message, sub
messages and CE content will revolve.
Key messages are the most important things to say on a given
theme. They are short, carefully planned and strategically presented
statements that explain the single idea or main points you want
people to remember. Consumer MR must underpin the key message
development to ensure it is relevant, engaging, and considered
valuable and trustworthy by customers.
Sub messages are those statements which support and amplify the
key message without congesting or complicating it.
CE content is built out of the information the consumer requires
(facts, processes and techniques) to adopt the desired behavior.
Start the process of building your content by identifying themes from your analysis of
your MR findings. Then prioritize those themes in order of the most important
information you want to get across to the consumer, balanced with what each target
consumer segment is most concerned about.
Understanding the building process for CE content…

13. 5.13
Knowledge may be related to product benefits or the features of
the BB service. It may provide product use guidance, e.g.
suggestions on how the BB service can be used as a money
management tool.
Skills can include how to perform a type of transaction, how to
calculate the cost of a transaction, how to troubleshoot.
Attitudes/Self-efficacy can `include the confidence of
customers to try and regularly use a BB service themselves and
customers’ trust in the safety of their money with the service.
Attitudes can also include perceptions, e.g. whether the BB
service is relevant to them and their situation.
In order to help customers change from their current behaviors, we need to identify the
knowledge, skills, and attitudes (KSAs) that customers will require to achieve the desired
behaviors. These KSAs will become the key messages for your CE program.
Consumer Market Research helps you move from A to C

15. What kinds of KSAs are needed to adopt desired behaviors?
5.15

16. Compare your ideas for KSAs to MFO’s. Are they similar?
5.16
What kinds of KSAs are needed to adopt desired behaviors?

17. The answers to the previous exercise may vary, but what is important is to think in
concrete terms with what customers need to learn and feel for each behavior change
to occur.
Return to Module Five Tool No.1. Fill in the columns for Knowledge, Skills, and
Attitudes/Self-efficacy for each desired behavior for your customers.
5.17
What kinds of KSAs are needed to adopt desired behaviors?

19. Prioritize…
5.19
Many KSAs may emerge from the analysis of the
market research findings. But not all the KSAs will
become key messages or used within the content of a
CE program.
Due to time limitations and resource constraints facing
most CE programs, you will likely need to prioritize
which themes and KSAs to include in your CE strategy.
From a learner’s perspective, ‘less is more’. People are
more likely to remember a few key messages and
understand them well, rather than multiple messages
given within a short period of time. Fewer messages
are likely to be ‘stickier’.
The depth or detail of messages will vary depending on
the delivery approach you take.

20. Prioritize…
5.20
In Module Five Tool No.1, prioritize your KSAs by ranking the order of importance of the
current & desired behaviors to your CE program. You might start with current behaviors
that are affecting customers’ use of your BB services in general, e.g. understanding the
PIN. Then identify the specific BB service(s) that your organization wants to focus on now.
Which current behaviors are impacting the use of those services?
As your CEBB strategy evolves, you may need to revisit and revise your KSAs again.
Uses remittance service
to send money to family

21. Understanding the building process for CE content…
5.21
Theme
Key
Message
Sub
Messages
CE
Content
The theme is the single idea around which the key message, sub
messages and CE content will revolve.
Key messages are the most important things to say on any given
theme to target consumer segments. They are short, carefully
planned and strategically presented statements that explains the
single idea or main points you want people to remember. Consumer
MR must underpin the key message development to ensure it is
relevant, engaging, and considered valuable and trustworthy by
customers.
Sub messages are those statements which support and amplify the
key message without congesting or complicating it.
CE content is built out of the information the participant requires
(facts, processes and techniques) to adopt the desired behavior.
Now that you have identified and prioritized your themes out of emerging KSAs, it
is time to develop your key messages and CE content.

22. What is a Key Message?
5.22
Key messages are the most important things to say on any given theme to target
consumer segments. Effective key messages do not contain technical details or focus
on complexities. The best key messages are memorable and persuasive and have the
ability to move people into action or toward change.
A key message is:
•Concise
•Simple to say aloud
•Specific and focused on one idea
•Easy for people to understand and remember
•Persuasive
•Nonjudgmental
•Relevant to the intended audience
•Appropriate for repetition
Key messages can undertake a range of tasks such as: dispel myths; allay consumer
concerns; instill confidence; bring objects to life; position a product or service like BB
positively in the minds of consumers; reinforce a fact or truth.

23. 5.23
Why is it important to develop Key Messages?
Well-developed key messages facilitate CE by:
•Helping frontline staff and agents stay ‘on-message’,
and organized and accurate when speaking with
consumers (no matter what situation is presented to
them)
•Ensuring consistency and continuity of information,
especially for CEBB programs with multiple
implementation sites or partners
•Boost overall communication effort by providing
clarity, focus and precision.
How does consistency of
key message help
build credibility
and trust?

24. 5.24
Why is inconsistency of message a problem?
Inconsistency of message has the potential to introduce distrust and cynicism
for the consumer. When credibility or believability of message is affected, the
ability of the message to achieve its intended action is compromised.
Inconsistency can erode credibility (i.e. an
error in factual content that is interpreted as
either poorly trained frontline staff, subject
matter experts unavailable or worse as an
attempt to mislead consumers or be
untruthful) or undermine believability (i.e.
Consumers see a mismatch between what is
being said and what they have seen or have
experienced).

27. Finding the right sequence for your themes and messages…
5.27
Consider organizing the sequence of your
themes and key messages based on the
consumer journey from inclusion or sign up
with BB to active participation and advanced
use of BB services. Which themes and
messages are appropriate at each stage of the
journey?

28. Don’t Forget! Test and Refine your Key Messages
5.28
If possible, test your key messages with the following people for the
purpose of gaining feedback necessary to refine your key messages:
Frontline Staff and Agents - As you develop your key messages, share them
with staff members—especially those who will be responsible for delivering your
CEBB program to consumers to gauge whether there is a need to continue to refine
or simplify.
Operations and BB Product Design Teams - Your colleagues will have a wide
range of perspectives—they can comment from their perspective on accuracy,
highlight missing emphasis, check for alignment and consistency with other BB
collateral such as promotional, marketing or product information content.
Intended Consumer Segments - To see if your messages are clear and easy to
understand, try them with people who fit the profile of the consumer segment you
are designing CE for. Choose independent outsiders who are not familiar with BB as
well as those who may not be active users of BB. Remember to source a range of
input from consumers of varying age, gender, capacity, and so on.
Stakeholders - Technology platform provider, agent network manager, or other
actors that will be involved in the implementation of your CEBB Strategy.

29. 29
What is the process for building
effective CE content?
5.29

30. 5.30

31. How to develop your CE content?
5.31
CE content is built out of the information the participant requires
(facts, processes and techniques) to adopt the desired behavior.
CE content and supporting messages
provide the detail, the facts, case studies,
examples, and explanations that
reinforce your key messages and support
the theme.
CE content and supporting messages can
vary in breadth (range of themes or
number of KSAs addressed) and depth
(degree of detail provided when
investigating any particular theme),
depending on the consumer segment
needs, type of tools used to deliver the
CE content and the available time at each
BB consumer contact point.

32. How to develop your CE content?
5.32
It is important to avoid simply assembling facts and data in a linear fashion. Some
principles to consider when developing your CE content to ensure naturalness in
delivery and optimum engagement with CE content include…
CE content needs to be both simple and profound –
with careful attention paid to the process of deciding
what matters most and letting go of the rest!
When you create an
opportunity for people to
‘feel’ something through
your CE content – you
build a reason for them
to care more about the
information or ideas you
present!
The use of stories and
case studies within
CE content often
helps empower people
to take action by a
‘show-and-tell’ and
honest persuasion.
CE content can have greater impact
when the unexpected or element of
surprise is incorporated!
Life is not abstract
– CE content is best
understood and
embraced when its
kept ‘real’ not
‘theoretical’
Make sure in your CE
content, you build in
evidence of any claims
made. Credibility helps
to remove suspicion of
‘spin’ or ‘marketing’ that
erodes trust between
consumer and provider!

33. How to develop your CE content?
5.33
‘With GCash I have a wallet in my cellphone
that I can use to move money easily.’
‘Maria saved 500 pesos.
She felt like it was not
worth the trip to the
bank to deposit such a
small amount. The
problem was that
because her money was
at home and easy to
spend…’
‘Your PIN prevents
other people from
accessing your
money. Remember
to always keep your
PIN secret!’
‘You’re at a drugstore –
you want to buy
medicine for your sick
daughter, but then you
realize, you do not have
enough cash to
purchase all of the
medicine the doctor
subscribed…’
‘Luho’ (Indulgences) would
come and take all her
savings.’
Testimonials or
examples of clients who
are benefitting from
using the service.

34. 34
How tailored and engaging is your
CE content and supporting messages
to your target consumer segment?
5.34

35. 5.35

36. From Stakeholder Engagement to CEBB Objectives…
5.36
When you put all the steps together, you have developed a set of key
messages, sub messages and content summary that form the
foundation for the development of the rest of your CEBB program.
Remember, investing time and effort to develop effective key messages
that address the needs of your customers, will ensure your CE content
has its best chance of delivering the impact you desire.

37. Review…
5.37

38. 5.38
Review your key messages to develop your CE content…
Use Module Five Tool No.2 to draft your CE content.

39. 39
Apply…..
Don’t forget to test and refine your
key messages and CE content
before finalizing!
5.39