What do you get when you mix a rural microfinance intern, a Canadian multimedia specialist and adventure travel/documentary videographer from Livingstone?
The answer – hopefully, some wonderful training videos.
Pictured left: Mike Q, Zoona CEO, Tony & I, on location
So, for the past two weeks I have been running around the Copperbelt, Lusaka and Southern provinces trying to collect video footage of agents transacting, agent and client testimonials, branding in action, and good and bad business practices. I have been interviewing, storyboarding, scouting locations, hiring actors, playing chauffeur, helping set up dollys, holding bounce cards, getting multiple waivers signed, and playing producer/director/screenwriter for a tiny production that will later become Zoona’s new agent training videos. Needless to say it has been quite an adventure. Here is a little run down of the process.
Prior to mapping out the video process, the MEDA and Zoona teams worked on looking at what types of content we could deliver via video, what the overall content for the agent training program should be and how receptive our prospective and current Zambian agents would be towards a video as the first touch point of joining Zoona. Since I thought it was key to get feedback from the current Zoona agents, I traveled around a bit of Zambia interviewing agents and tellers. The questions I asked them primarily focused on: (1) how they had received training in the past, (2) what they thought the key components of a training should be, (2) what they thought about video as a mode of delivery, (3) what types of technology would be useful in making their Zoona businesses more efficient and profitable, (4) which customer care issues they deal with most often, (5) what the drivers of growth in their business are, and (6) how they manage their account in a given day and set targets for growth.
Having sat through a week of the formal training program when I first arrived in Zambia, I had an idea of what the feedback might look like. Surprisingly, though, most of the agents and tellers I interviewed had not even gone through any kind of training and had instead been introduced to the platform by either an agent or a predecessor. It therefore became clear that video would be a great supplement to the hands on training that most Zoona agents/tellers were receiving in the field.
One of the other items that I learned during my research trip was that most agents or tellers were very clear on the type of technology that would help them process transactions faster. Now since tablets are all of the rage in the development world, one would naturally assume that these would also be very popular with agents. BUT because the internet/network on a tablet is slower than on a laptop, the agents and tellers had a preference for the latter. Agents and tellers were also quick to point out that the number pad attachment was also one of the key pieces of equipment that helped them transact faster because of the need for a customer to enter in a pin code for most transactions. Finally, I was also excited to get a chance to do some reconnaissance about the common customer care issues that agents and tellers deal with since I have used the feedback to script the customer care role plays for the agent training.
Pictured right: Agents in action in Ndola
Apart from training content, it was really rewarding to hear first hand how becoming part of Zoona has changed many of the lives of the agents/tellers. It was also a great opportunity to learn more about the Zoona business and see how many of Zoona's successful agents have developed regular customer bases and utilize word of mouth to gain new customers. Finally, as a side project, I took what I now know as B-roll, or footage of agents, tellers and customers transacting to include some variety in our video content.
Based on the feedback I received from interviewees, I was able to work with another MEDA colleague, to draft an outline of the training content, associated goals for each training module, and determine the areas where video would be a value add. Ultimately, there will be four training videos, including one focused on marketing and introducing the company and its products, one focused on customer service, troubleshooting and customer care, one focused on marketing, and one on managing your Zoona business and tellers. These will be supplemented by two screen cast modules that show users how to use the Zoona mobile platform to transact and manage their accounts.
There are of course a number of challenges associated with doing my first ever training video production. The first being – planning. During this process it has come to light that I am a “plan b” person….that is to say that I like to make sure that if something goes wrong we have an alternative in place to accomplish the same goals. Maybe this is a holdover from the Bear, Stearns days, but nonetheless, it is something I have taken with me. It probably won’t come as a shock to most of you to know that that is not always possible here in Zambia. Luckily, I was able to have some amazing support from my MEDA colleague, Steve, to guide me through the shooting. We definitely developed some creative work-arounds when things were not going our way during shooting...most notably rain on a tin roofed booth interrupting sound quality, intermittent sunshine changing the look of video, and actors showing up late, various stray people wanting to interrupt filming. For the last one, it is amazing what an ambassador a free t-shirt can be as long as you don't give it out until the end.
Pictured above: Actors hard at work
Based on the advice of Steve and Rachel, I knew that having a comprehensive storyboard and shot list was key to getting the project off on the right foot and ensuring that we had enough footage for the final video product. For those of my more video minded friends, I now have an even greater appreciation of all of the things that go into making a video possible.
Part of the storyboarding process included scripting good and bad customer service scenarios and common customer care issues. For these items, we did live role plays with Zambian actors and our kamikaze film crew of 4 – me, Memory from Zoona, Steve from MEDA, and Tony, our videographer/cameraman on hire from Livingstone. We tried to get as wide a range in ages and appearance as we could, but unfortunately the casting director did not come through at the last minute. Still, we managed to get some very professional actors that took their jobs seriously and succeeded in recreating the transaction process. It was definitely a different experience having actors come up to me and ask me about how they should be playing the role of agent or customer and asking about changing dialogue.
While I had initially thought that filming in and around Zambia and getting various permissions would be the greatest of my challenges, I was pleasantly surprised when people were bending over backwards to make shooting possible. We were even able to film in the busiest bus station in Lusaka. That's not to say that we didn't have our fair share of traffic, horns honking, parade practices shutting down streets, and locals who wanted to run into shots....we even had a man ask us to film him while he was doing some Michael Jackson choreography.
I am so grateful to all of the agents I interviewed for being so patient and open with me. I hope to use most if not all of their amazing feedback to make the case for the benefits of being a Zoona agent and show people how joining the team can impact their lives.
Now that the shooting is complete, I am working on going through all of the footage and making selections for the first round of edits to be done by Steve. After that I will be working on the screencast portion of the training to be followed by putting together the user guide which will accompany all of the training materials.
Pictured right: Me in Livingstone in front of Victoria Falls
In other news after much debate and deliberation I have decided to stay on Lusaka for another 5 months. It was a really difficult decision since I am missing my family, friends and partner, but ultimately it didn’t seem like I was quite done with my stint living abroad or any of the training projects that we are currently embarking on.