As providers design and launch branchless banking (BB) services, our work has identified that one crucial element that tends not to be given sufficient attention is the customer's experience with the service. This paper examines how customers experience a BB service and the process that they go through to reach adoption of the service. This paper highlights the consumer challenges that prevent adoption of BB in three countries: India, Philippines, and Zambia. It then discusses how consumer education can be used as a tool to address them. The paper draws on previous theories of technology adoption and applies them to the innovative use of branchless banking for delivering financial services. The insights presented in the paper contribute to the current discussions around adoption of BB by highlighting how consumer education can support the adoption of this technology by addressing potential use challenges and enhancing the customer's experience with the BB service.

CGAP (2010) ‘Branchless banking diagnostic template’, 15 February 2010 [Blog post], CGAP 〈www.cgap.org/publications/branchless-banking-diagnostic-template〉 [accessed 9 August 2013]. www.cgap.org/publications/branchless-banking-diagnostic-template

Cohen, M., Hopkins, D. and Lee, J. (2008) Financial Education: A Bridge between Branchless Banking and Low-Income Clients, Washington, DC: Microfinance Opportunities.

Microfinance Opportunities (2010a) ‘Market research study on consumer understanding of branchless banking: Micra Phillipines’, internal document, Washington, DC: Microfinance Opportunities.

Microfinance Opportunities (2010b) ‘Market research study on consumer understanding of branchless banking: IMRB International India’, internal document, Washington, DC: Microfinance Opportunities.

Microfinance Opportunities (2011) ‘Market research study on consumer understanding of branchless banking: M&N Associates Ltd Zambia’, internal document, Washington, DC: Microfinance Opportunities.

Pénicaud, C. (2012) ‘State of the industry: results from the 2012 global mobile money adoption survey’, 〈www.gsma.com/mobilefordevelopment/state-of-the-industry-2012.pdf〉 [accessed 23 August 2013]. www.gsma.com/mobilefordevelopment/state-of-the-industry-2012.pdf

Rogers, E. (2003) Diffusion of Innovations, 5th edn, New York: Free Press.

Stuart, G. (2012) Uganda Financial Education Impact Project Final Report, December 2012, Washington, DC: Microfinance Opportunities.

Tower, C. and Noggle, E. (forthcoming) ‘Zambia outcomes assessment’, internal document, Washington, DC: Microfinance Opportunities.

Venkatesh, V., Morris, M.G., Davis, G.B. and Davis, F.D. (2003) ‘User acceptance of information technology: toward a unified view’, MIS Quarterly 27(3): 425–78. 〈www.jstor.org/stable/30036540〉. www.jstor.org/stable/30036540

CGAP (2010) ‘Branchless banking diagnostic template’, 15 February 2010 [Blog post], CGAP 〈www.cgap.org/publications/branchless-banking-diagnostic-template〉 [accessed 9 August 2013]. www.cgap.org/publications/branchless-banking-diagnostic-template

Cohen, M., Hopkins, D. and Lee, J. (2008) Financial Education: A Bridge between Branchless Banking and Low-Income Clients, Washington, DC: Microfinance Opportunities.

Microfinance Opportunities (2010a) ‘Market research study on consumer understanding of branchless banking: Micra Phillipines’, internal document, Washington, DC: Microfinance Opportunities.

Microfinance Opportunities (2010b) ‘Market research study on consumer understanding of branchless banking: IMRB International India’, internal document, Washington, DC: Microfinance Opportunities.

Microfinance Opportunities (2011) ‘Market research study on consumer understanding of branchless banking: M&N Associates Ltd Zambia’, internal document, Washington, DC: Microfinance Opportunities.

Pénicaud, C. (2012) ‘State of the industry: results from the 2012 global mobile money adoption survey’, 〈www.gsma.com/mobilefordevelopment/state-of-the-industry-2012.pdf〉 [accessed 23 August 2013]. www.gsma.com/mobilefordevelopment/state-of-the-industry-2012.pdf

Rogers, E. (2003) Diffusion of Innovations, 5th edn, New York: Free Press.

Stuart, G. (2012) Uganda Financial Education Impact Project Final Report, December 2012, Washington, DC: Microfinance Opportunities.

Tower, C. and Noggle, E. (forthcoming) ‘Zambia outcomes assessment’, internal document, Washington, DC: Microfinance Opportunities.

Venkatesh, V., Morris, M.G., Davis, G.B. and Davis, F.D. (2003) ‘User acceptance of information technology: toward a unified view’, MIS Quarterly 27(3): 425–78. 〈www.jstor.org/stable/30036540〉. www.jstor.org/stable/30036540

CGAP (2010) ‘Branchless banking diagnostic template’, 15 February 2010 [Blog post], CGAP 〈www.cgap.org/publications/branchless-banking-diagnostic-template〉 [accessed 9 August 2013]. www.cgap.org/publications/branchless-banking-diagnostic-template

Cohen, M., Hopkins, D. and Lee, J. (2008) Financial Education: A Bridge between Branchless Banking and Low-Income Clients, Washington, DC: Microfinance Opportunities.

Microfinance Opportunities (2010a) ‘Market research study on consumer understanding of branchless banking: Micra Phillipines’, internal document, Washington, DC: Microfinance Opportunities.

Microfinance Opportunities (2010b) ‘Market research study on consumer understanding of branchless banking: IMRB International India’, internal document, Washington, DC: Microfinance Opportunities.

Microfinance Opportunities (2011) ‘Market research study on consumer understanding of branchless banking: M&N Associates Ltd Zambia’, internal document, Washington, DC: Microfinance Opportunities.

Pénicaud, C. (2012) ‘State of the industry: results from the 2012 global mobile money adoption survey’, 〈www.gsma.com/mobilefordevelopment/state-of-the-industry-2012.pdf〉 [accessed 23 August 2013]. www.gsma.com/mobilefordevelopment/state-of-the-industry-2012.pdf

Rogers, E. (2003) Diffusion of Innovations, 5th edn, New York: Free Press.

Stuart, G. (2012) Uganda Financial Education Impact Project Final Report, December 2012, Washington, DC: Microfinance Opportunities.

Tower, C. and Noggle, E. (forthcoming) ‘Zambia outcomes assessment’, internal document, Washington, DC: Microfinance Opportunities.

Venkatesh, V., Morris, M.G., Davis, G.B. and Davis, F.D. (2003) ‘User acceptance of information technology: toward a unified view’, MIS Quarterly 27(3): 425–78. 〈www.jstor.org/stable/30036540〉. www.jstor.org/stable/30036540

CGAP (2010) ‘Branchless banking diagnostic template’, 15 February 2010 [Blog post], CGAP 〈www.cgap.org/publications/branchless-banking-diagnostic-template〉 [accessed 9 August 2013]. www.cgap.org/publications/branchless-banking-diagnostic-template

Cohen, M., Hopkins, D. and Lee, J. (2008) Financial Education: A Bridge between Branchless Banking and Low-Income Clients, Washington, DC: Microfinance Opportunities.

Microfinance Opportunities (2010a) ‘Market research study on consumer understanding of branchless banking: Micra Phillipines’, internal document, Washington, DC: Microfinance Opportunities.

Microfinance Opportunities (2010b) ‘Market research study on consumer understanding of branchless banking: IMRB International India’, internal document, Washington, DC: Microfinance Opportunities.

Microfinance Opportunities (2011) ‘Market research study on consumer understanding of branchless banking: M&N Associates Ltd Zambia’, internal document, Washington, DC: Microfinance Opportunities.

Pénicaud, C. (2012) ‘State of the industry: results from the 2012 global mobile money adoption survey’, 〈www.gsma.com/mobilefordevelopment/state-of-the-industry-2012.pdf〉 [accessed 23 August 2013]. www.gsma.com/mobilefordevelopment/state-of-the-industry-2012.pdf

Rogers, E. (2003) Diffusion of Innovations, 5th edn, New York: Free Press.

Stuart, G. (2012) Uganda Financial Education Impact Project Final Report, December 2012, Washington, DC: Microfinance Opportunities.

Tower, C. and Noggle, E. (forthcoming) ‘Zambia outcomes assessment’, internal document, Washington, DC: Microfinance Opportunities.

Venkatesh, V., Morris, M.G., Davis, G.B. and Davis, F.D. (2003) ‘User acceptance of information technology: toward a unified view’, MIS Quarterly 27(3): 425–78. 〈www.jstor.org/stable/30036540〉. www.jstor.org/stable/30036540