Study on the Mobile Money communication campaign in DRCongo
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This work focuses on the effects of the campaign communication between the Central Bank of Congo and the mobile money operators operating in the Democratic Republic of Congo. These effects as indicated are multidimensional. Indeed, in terms of communication, the campaign has allowed operators to move from institutional to educational in order to allow customers to better understand the customer journey. As a result of this communication, the attitude of customers is positive and they can benefit from the advantages of mobile money such as speed, security and accessibility of financial services...
This work focuses on the effects of the campaign communication between the Central Bank of Congo and the mobile money operators operating in the Democratic Republic of Congo. These effects as indicated are multidimensional. Indeed, in terms of communication, the campaign has allowed operators to move from institutional to educational in order to allow customers to better understand the customer journey. As a result of this communication, the attitude of customers is positive and they can benefit from the advantages of mobile money such as speed, security and accessibility of financial services. Other effects are the development of the ecosystem of financial services such as the re-subscription of some television channels, the upward review of transaction thresholds, etc. The author stresses the importance of sharing animation campaigns between operators, but especially the implementation of interoperability between mobile money operators and commercial banks.
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