In an environment where financial services are becoming increasingly digital, microfinance institutions must find the right balance between technological efficiency and human proximity. At Advans, this High Tech – High Touch balance is at the core of our strategic model, and Customer Relationship Centers (CRCs) play a key role in bringing this commitment to life across our operations in Africa.

All Advans institutions today operate a CRC, including Tunisia, Cameroon, Côte d’Ivoire, Ghana, Nigeria and the Democratic Republic of Congo. The latest CRC was launched in the DRC in summer 2025, marking an important milestone in the development of centralized customer services across the network. As a group of international microfinance institutions, Advans relies on CRCs to enhance service quality, reinforce trust and ensure responsible growth of micro finance in Africa.

A Growing CRC Network Supporting Financial Inclusion in Africa

Advans CRCs are built around a network of more than 30 dedicated agents operating across several countries. Their activity illustrates how centralized services can support both scale and proximity in SME financing in Africa.

In 2025:

– CRC’s handled more than 71,000 inbound calls

– Agents made over 205,000 outbound calls to clients and prospects

– In Tunisia and the DRC, each agent processed more than 80 calls per day

These volumes reflect the increasing role of CRCs as a key point of contact for clients and prospects: CRCs effectively complement field operations by providing continuous, accessible and professional support.

Bringing the High Tech – High Touch Model to Life

CRCs are a concrete expression of Advans’ High Tech – High Touch model. On the one hand, they leverage technology to manage large volumes of interactions efficiently. On the other, they rely on skilled agents to deliver personalized, human support to clients.

Agents interact with clients and prospects through a multi-channel approach, combining telephone and digital communication. They respond to requests received via the Advans website, Facebook Messenger, WhatsApp, email and LinkedIn. This omnichannel organization enhances agility and accessibility, while preserving the quality of human interaction.

Beyond responding to inquiries, CRCs actively support clients by:

– Managing claims and complaints, including technical issues, service clarification requests and operational concerns

– Providing information on Advans products and services, and supporting prospects in preparing their loan application before visiting a branch

Thanks to this close, individualized relationship with CRC agents, nearly 400 prospects were converted into clients in 2025— a meaningful contribution to the institutions’ branch-level activities.

CRCs also facilitate loan renewals for borrowing clients, guiding them through Advans’ simplified automatic renewal process, designed to shorten turnaround times and to improve the overall client experience.

Client Protection at the Core of CRC Operations

Client protection is one of Advans’ core strategic pillars, fully aligned with internationally recognized client protection principles. CRCs play a direct and operational role in translating these principles into day‑to‑day practices.

Through structured outbound call and SMS campaigns, CRC agents proactively inform and protect clients, contributing to transparency, prevention of over‑indebtedness and responsible use of financial services. These campaigns aim to:

– Remind borrowing clients of their monthly repayments deadlines

– Sensitize deposit clients to risks associated with inactive accounts, guiding them through the procedures to reactivate their accounts

By maintaining regular and clear communication, CRCs help clients better understand their rights, obligations and available services. This proactive approach reduces incidents, strengthens trust and supports responsible practices across our MFIs in Africa, in line with international standards.

Strengthening Loyalty and Measuring Customer Satisfaction

CRCs also contribute to long‑term customer relationships by actively supporting loyalty and satisfaction. New clients are welcomed through dedicated onboarding calls, ensuring clarity and reassurance from the start of the relationship.

In addition, customer satisfaction surveys are conducted on average twice a year, providing valuable insights into client expectations and experiences. These surveys feed directly into continuous improvement initiatives across the network, reinforcing service quality and accountability.

A Service Built on Field Experience and Professionalism

The quality of CRC support relies heavily on the profile and training of agents. CRC staff are carefully recruited and trained. Whenever possible, they come from our branch networks, often as former client officers. They all benefit from a structured immersion period at branch level before joining the CRC.

Agents receive commercial and customer‑service training, ensuring alignment, professionalism and a deep understanding of client realities. CRCs operate from Monday to Friday, mornings and afternoons, ensuring availability and accessibility for clients across Africa.

To learn more about the digitalization of financial services, discover how digital banking and innovative lending solutions are transforming financial inclusion in Ghana. Dive into our interview with Amand Abban, Head of Digital Banking & Alternative Delivery Channels at Advans Ghana Savings & Loans, and explore how technology is reshaping access to finance.