Arohan Financial Services Limited | Annual Report 2021-22

geographic diversification strategy is present in 14 states across Central, Eastern, North- Eastern andWestern parts of the country. As of March 2022 Arohan’s portfolio was distributed 75.55% in non-urban areas, and in 225 districts across the country. A data-driven methodology is adopted for the selection of new markets with measured exposure limits. Geographical risk is also managed by a well-diversified business model to mitigate socio-economic, political and environmental risks. In linewith itsmission toempower underserved households, Arohan intends to expand to other low income and financially under-penetrated or moderately-penetrated states in India, like Rajasthan, Haryana, Punjab and Uttarakhand through organic means by opening new branches in operationally contiguous regions; inorganically by partnering with other local MFIsworking inthesegeographiesand focusing on Merger & Acquisition opportunities for product diversification and strengthening of the Company’s portfolio. Customer Centricity In line with one of the key pillars of Arohan’s Core Values of Customer Centricity, the Company has a dedicated Customer Insights function that acts as a one-stop point for the resolution all customer queries and concerns. The Customer Insights team is the custodian of Customer Grievance Redressal mechanisms to ensure compliance with Microfinance Institutions Network, the Self-Regulatory Organization, and the Reserve Bank of India’s guidelines on the same. It is a constant focus to put the customer’s concerns first for effective and quicker resolutions ensuring enhanced Customer eXperience (CX). To this effect, the Customer Insights teamconducts outbound calls to assess customer satisfaction levels and get an insight into their needs from a credit and cross-sell perspective. With the facility of a cloud-based Customer Relationship Management (CRM) system the Customer Insights team addressing customers’ queries and supporting them well within stipulated timelines. Inbound Process To ensure good customer experience, offers multilingual (Bengali, Hindi, Odiya and Assamese) services. When a customer has a complaint or query, the same is addressed by the relevant Customer Service Representative or the Branch Head. If the complaint cannot be resolved, the customer has the option of escalating the same by contacting Arohan’s toll free number at the Customer Care Helpdesk. To avoid any language barrier issues, each customer’s call is redirected based on location. If the complaint remains unresolved, the customer may further escalate the matter to the Grievance Redressal Officer. Workflow- based routing of cases has been integrated so that all customer queries and concerns are linked to an appropriate workflow, enabling prompt follow-up action and resolution. Grievance Redressal Mechanism The InboundProcess is thekeypillarofArohan’s Customer Grievance Redressal Mechanism and is a robust platform to address customer grievances on priority. The key principles of Arohan’s Grievance Redressal Mechanism are: Customers shall be treated fairly at all times. Complaints raised by customers are dealt with courtesy and without undue delay. To enlist various types of convenient modes through which customers can register complaints. To define escalation levels in case customer’s complaint is not addressed at all or was not addressed satisfactorily. Customers are fully informed of avenues to escalate their complaints/grievances within the organization and their rights to alternative remedy, if they are not fully satisfied with the response of the Company to their complaints. 59 Annual Report | 2021-2022 Management Discussion & Analysis