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Administrative Staff College of India, Hyderabad.

Impact Evaluation Study of Kisan Call Centres National Rabi Conference, PUSA, New Delhi, 14 th September 2006. Administrative Staff College of India, Hyderabad. Introduction & Methodology. Reference period for study: April 2004 - March 2006 5 States – AP, MP, WB, M.S. and Haryana

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Administrative Staff College of India, Hyderabad.

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  1. Impact Evaluation Study of Kisan Call CentresNational Rabi Conference, PUSA,New Delhi, 14th September 2006 Administrative Staff College of India, Hyderabad.

  2. Introduction & Methodology • Reference period for study: April 2004 - March 2006 • 5 States – AP, MP, WB, M.S. and Haryana • 3 districts in each state sampled on the basis of - highest call density - min. change bet. 2004-05 and 2005-06 - lowest call density • 350 caller farmers and 50 non-caller farmers sampled in each district. L1-L 3 personnel sampled purposively • Stakeholder interviews of State DOAs, SAUs, BSNL, TCIL, KCCs, Agriinput trade, NGOs etc. Administrative Staff College of India, Hyderabad.

  3. Demographic Profile of Callers • Farmers aged 29 to 48 years are the biggest user group, women’s participation being negligible • Minimum formal schooling of 6-7 years • Relatively less experience< 10 years • Own medium to large irrigated land holdings • Diversified farming interests • Annual disclosed incomes- Rs. 31,000 to 60,000 Administrative Staff College of India, Hyderabad.

  4. Information about KCC Administrative Staff College of India, Hyderabad.

  5. Repeat calls Administrative Staff College of India, Hyderabad.

  6. Common Farmers’ Queries • About weather conditions for sowing, harvesting etc •  About selection of improved crop varieties •  Pests and diseases on various crops •  Sowing time and seasons for different crops •  Type, time and dosage of fertilizer application • Access to rural credit and insurance   • Market support system and information about prices Administrative Staff College of India, Hyderabad.

  7. Access to KCCs • 75% of the farmers used own landline telephones • Farmers prefer to make the call themselves •  Farmers in MP, Maharashtra and Haryana make most calls in the the forenoon (06.00 am to 12.00 noon) • In W. Bengal farmers prefer to call late afternoon • AP farmers call KCCs all through the day •  97.8% callers reported prompt response by KCCs Administrative Staff College of India, Hyderabad.

  8. Farmers’ Satisfaction • 83.6% of the caller farmers expressed satisfaction with the service delivered by KCCs • Around 98% of callers found the response from KCCs to be prompt while 96% got a patient hearing •  Completeness of the answer held the key to farmers’ satisfaction as farmers who got a complete answer were 50% more satisfied than those who didn’t Administrative Staff College of India, Hyderabad.

  9. Farmers’ Satisfaction (contd.) • Demographically, farmers in the age group of 29 to 38 years with post matriculation background and with less than 10 years farming experience showed highest levels of satisfaction • The most satisfied farmers were those who disclosed an annual income of Rs.31,000 – Rs.60,000 • Major concerns for dissatisfied farmers were skepticism and delayed access to Level 2 resource Administrative Staff College of India, Hyderabad.

  10. Implementation of KCC Advice Administrative Staff College of India, Hyderabad.

  11. Nature of Benefit • Control of pest and disease • Speedy decision making • Increased yield/production • Post harvest value addition • Farmers empowered with Knowledge • Information gaps closed speedily • Reduction of losses and costs • Better price realisation Administrative Staff College of India, Hyderabad.

  12. Value of benefit (in Rs.) StateAverageMedian Andhra Pradesh 1500 1500 Haryana 2850 1500 Maharashtra 9493 5000 Madhya Pradesh 3869 2000 West Bengal 2230 1000 Administrative Staff College of India, Hyderabad.

  13. Willingness to Pay Administrative Staff College of India, Hyderabad.

  14. Farmers’ Feedback for Enriching KCCs • Advertise through a well designed campaign suited to local media preferences- popular radio & TV channels, News papers, agriinput trade and farmers’ networks • Aggressive publicity through all programmes and schemes of Agriculture Department, SAUs, APMCs • Easier access to subject matter specialists online • Improved connectivity through rural tele exchanges • KCC agents to be familiar with local accents/ dialects Administrative Staff College of India, Hyderabad.

  15. Other Stakeholders’ Feedback • Regular training and knowledge updation of KCC agents is the key to the success of the scheme • KCC environment to be made knowledge friendly • Working conditions to improve in KCCs with quality headphones, caller-id facility and better compensation • High turnover of KCC agents to be contained • BSNL connectivity needs improvement • Level 2 and 3 involvement to be deepened Administrative Staff College of India, Hyderabad.

  16. Thank You Administrative Staff College of India, Hyderabad.

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